We looked at social media’s role in digital services. You won’t believe what 5 things happened next!
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A few meandering thoughts about social media with a product hat on. And why more noise is not always best.
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We looked at social media’s role in digital services. You won’t believe what 5 things happened next!
- 1. WE LOOKED AT SOCIAL MEDIA’S ROLE IN DIGITAL SERVICES. YOU WON’T BELIEVE WHAT 5 THINGS HAPPENED NEXT! @andywhitlock cobbled this together for Social Media Week Barcelona, Feb 2014
- 2. I’ve added comments like this To help explain things in my absence But the whole thing slaloms around a bit anyway… N.b.
- 3. Andy Whitlock I work here…
- 4. Things people use repeatedly Digital products & services And we’re focussed on making:
- 5. THE RIGHT SERVICE CAN TRANSFORM A MARKET We believe…
- 6. Don’t really *do* social media Aren’t a marketing company Important to mention at a social media conference. But I should say that we…
- 7. DIGITAL MARKETING DIGITAL PRODUCTS/ SERVICES I do come from a marketing background though
- 8. DIGITAL MARKETING DIGITAL PRODUCTS/ SERVICES X SOCIAL MEDIA So I’m going to look at social media with this transition in mind
- 9. First, some things we’ve made recently…
- 10. Pouch: a new way to pay
- 11. Hackaball: A new way to play
- 12. ITV: A new way to consume news
- 13. Skype in the Classroom: A new way to teach
- 14. All this has been quite a change for me DIGITAL MARKETING DIGITAL PRODUCTS/ SERVICES
- 15. Me, 2012
- 17. “I’m… bleeding”
- 18. PRODUCT MINDSET = MARKETING MINDSET In a nutshell… An observation that I’ve reduced to a single graph…
- 20. But, this one important difference changes everything Different risks surface different needs And different needs require new processes
- 21. INTUITION EVIDENCE SUPPLIERS PARTNERS COMMITTING ADAPTING DIFFERENT METHODOLOGY
- 22. SHARABLE USABLE ATTENTION HABIT FAME LONGEVITY DIFFERENT GOALS
- 23. MARKETING LOVES NOISE And here’s one reason why… We know that…
- 26. POTENTIAL THINK BIG MORE IS BETTER And we start believing
- 28. http://2absg.org.uk/wp-content/uploads/2013/11/firework1.jpg MORE SHARING WITH MORE PEOPLE MORE OFTEN MORE EASILY
- 29. When I think of ‘social media’ I usually think of this http://www.tokeofthetown.com/
- 30. Not cannabis. This is a reference to the legalisation of cannabis in Colorado, which led to the following tweet… When I think of ‘social media’ I usually think of this http://www.tokeofthetown.com/
- 32. Here’s another..
- 33. Being talked about is awesome And we know ‘engagement’ is valuable… Achieving fame with 140 ch is intoxicating
- 34. WHAT’S THE VALUE OF A ‘LIKE’?? PLEASE TELL ME!! Although we don’t always know *how* valuable…
- 35. ONE RULE DOES NOT FIT ALL I.e. Don’t let the temptation of noise make you lazy More noise isn’t always better Basically,
- 36. Automatic ‘activity posts’ remind us how unnatural this can be
- 37. Which results in. Well, this.
- 38. image credit: “I just ran 5.22km with Nike +” A bit robotic isn’t it. Whose voice is this?
- 39. And does everyone need to know? Maybe just your running mates?
- 40. USERS DON’T ALWAYS WANT TO SHARE Also…
- 41. At MxM we do loads of user testing And we hear this a LOT…
- 42. We created an app for Swisscom and got told…
- 43. “I don’t want everyone to see my pictures”
- 44. We created a <secret music thing> for <secret company> and got told…
- 45. “I don’t want people to know what I’m listening to”
- 46. We developed a mobile wallet for Weve…
- 47. Who wants to go where? Lunch Club Bryon Stuart Eccles Join Chilango’s Mike Shaw, Julian James + 4 others Join Send a reminder text to your friends Subway Andy Whitlock, Adam Morris Join …we toyed with a feature to agree where to go for lunch and we got told…
- 48. “I don’t like my colleagues”
- 49. “I don’t like my colleagues” “I don’t want people to know where I’m going for lunch”
- 50. NOISE = SALES And here’s another thing:
- 51. This is a side project of mine: $1 stories about worse ways to spend a dollar…
- 52. For fun, I mapped the stories onto popular subway routes, based on reading time…
- 53. It got sent around a LOT…
- 54. …and even got onto:
- 55. 3m people It reached approximately… So, guess how much I made in book sales?
- 56. £0.00
- 57. £0.00 I’ll share my theory in a moment, but first…
- 58. A different kind of example: An egg-timer we made at Poke that finds a Youtube video to match the cooking time of your egg
- 59. People are still talking about it, four years after we made it. But that’s not the weirdest part…….
- 60. It stopped working 3 years ago!
- 61. It stopped working 3 years ago! But people talk about it anyway. Why?…
- 62. THE SOCIAL VALUE IS DETACHED FROM THE PRODUCT VALUE
- 63. THE SOCIAL VALUE IS DETACHED FROM THE PRODUCT VALUE Its social currency is not reliant on the product being useful And this loose tie makes social ‘noise’ almost useless for sales
- 64. So the social currency here had nothing to do with whether these were good stories
- 65. Noise is more useful if it’s connected to product value
- 67. That became a product:
- 68. EXHAUST VS VEHICLES (because I haven’t used enough metaphors yet…) Let’s talk…
- 69. Digital trails/footprints are sometimes referred to as ‘digital exhaust’ But exhaust is the unpleasant experience for those left behind http://www.junoandjove.com/
- 70. http://theflyingtortoise.blogspot.co.uk/ Much more fun if everyone gets a lift
- 71. http://dragonlaffs.com/2013/01/26/dragon-laffs-1309/ Even more fun if you have to improvise.
- 72. Platforms are ‘vehicles’. And the possibilities are exciting and more inclusive.
- 73. PRODUCT STORY Stories are often wrapped around products Mostly by separate teams/companies
- 74. PRODUCT STORY But when this is your only responsibility… it naturally becomes detached.
- 75. PRODUCT STORY Similarly, if this is your focus… Noise is still important, product people
- 76. VEHICLE/ PLATFORM PRODUCT Platforms for endless new products… That’s what excites me
- 77. STORYPRODUCT VEHICLE/ PLATFORM And it’s from those products that more relevant stories can emerge Kickstarter is just one example
- 78. OK, one last (relevant) side project of mine…
- 79. I respect things like this… But they’re not very inclusive.
- 81. Guilty Pledgers is a fundraising Spotify app
- 82. Guests can sign into fundraising parties at guiltypledgers.com…
- 83. And pledge to charity to add to the playlist
- 85. We considered the sharable moments carefully Something with a story in it
- 86. And we reserved some moments to be shared at the party host’s discretion… Rather than try to automate it
- 87. MY SONG!MY PARTYFUNDRAISING APP But really the point is this: A vehicle that makes products which generate stories
- 88. I said this at the start… So I should at wrap up with five things…
- 89. 1. SERVICES REQUIRE A LONG-TERM VIEW What I learned…
- 90. 1. SERVICES REQUIRE A LONG-TERM VIEW 2.‘MORE IS BETTER’ = TOO SIMPLISTIC What I learned…
- 91. 1. SERVICES REQUIRE A LONG-TERM VIEW 2.‘MORE IS BETTER’ = TOO SIMPLISTIC 3. SIMILAR TECH OFFERS DIFFERENT VALUE What I learned…
- 92. 1. SERVICES REQUIRE A LONG-TERM VIEW 2.‘MORE IS BETTER’ = TOO SIMPLISTIC 3. SIMILAR TECH OFFERS DIFFERENT VALUE 4. UNDERSTAND THE NUANCES OF EACH What I learned…
- 93. 1. SERVICES REQUIRE A LONG-TERM VIEW 2.‘MORE IS BETTER’ = TOO SIMPLISTIC 3. SIMILAR TECH OFFERS DIFFERENT VALUE 4. UNDERSTAND THE NUANCES OF EACH 5. PLAN HOLISTICALLY (PLATFORM + STORIES) What I learned…
- 94. 1. SERVICES REQUIRE A LONG-TERM VIEW 2.‘MORE IS BETTER’ = TOO SIMPLISTIC 3. SIMILAR TECH OFFERS DIFFERENT VALUE 4. UNDERSTAND THE NUANCES OF EACH 5. PLAN HOLISTICALLY (PLATFORM + STORIES) What I learned… This deserves more explanation, but there’s only so much you’ll read ;)