Robot spiders and hippos
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Robot spiders and hippos

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Stephen Croome's presentation, prepared for the Authority 2.0 conference- http://eventwith.me/authority2 .

Stephen Croome's presentation, prepared for the Authority 2.0 conference- http://eventwith.me/authority2 .
Unfortunately, Stephen was ill on the day, and unable to travel to the event.

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Robot spiders and hippos Robot spiders and hippos Presentation Transcript

  • Spiders and HIPpOs
  • In social media, go out there and be  ground breaking, because if we don't we're  never going to move on"  Assistant Chief Constable Gordon Scobbie Pick your personal Web 2.0 subtitle as appropriate • And this is the story of why I disagree • And this is the story of why I agree • And this is the story of why I disagree and agree • And this is the story of why I agree but we mean  different things
  • How do you deliver ground breaking success? 1. Story that people want to tell each  other 2. Tools to tell the story 3. Experienced people to use the tools  4. Measurable goals 5. Due date 6. Money to deliver  7. Focus and Drive  8. Success criteria along the way 9. Low risk 10. No Hippos 
  • WMPolice – they’re ok • Has a facebook page – its ok • Has a twitter page – its ok • Has a youtube channel – its ok • Facebook, twitter, youtube – low up keep, low  risk, useful enough and its what people expect • However, to move on from 1 way communication  to the next level of engagement, you need a big  leap forward in understanding and commitment
  • A story • Client comes to me with $30 000 and a new  product to promote • I say you are likely to get $100 000 in sales.  BUT if you spent that $30 000 on testing, UX  design and data analysis you would make  $500 000 from your existing products • Client says: just promote the new product
  • Stop listening to hippos and start  listening to spiders • What this means – data driven decision  making • Your customers will tell you their needs if you  listen and understand • How do you listen?  • How do you understand?  • What do you do next?
  • Your own search box
  • Pity its broken Your views no longer count. It’s a done deal that neighbourhood page no longer exists. that neighbourhood page no longer exists. that neighbourhood page no longer exists. Pdfs give me pop ups that look like errors Pdfs give me pop ups that look like errors This one exists that neighbourhood page no longer exists.
  • This is best page I found
  • How would people find this page  on a search engine?
  • Writing for spiders, because  spiders guide people to you 
  • Lozells
  • Imagine: asking 16 year old girls what  question troubles them the most Is it: Gangs Knives Bullying Sexism 
  • Understand what matters to  individuals
  • So how do you be groundbreaking? • First and foremost: be a reliable information  source • FIX your website  • PUT better content on it • Write content for spiders and people • Understand what people put in your search box • Make someone responsible for delivering a  bloody good information source, give them the  resources to do it and then get out of their way
  • Imagine: asking 16 year old girls what  question troubles them the most