The Business Case for Transmedia

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How transmedia, multichannel experiences should be measured.

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The Business Case for Transmedia

  1. 1. Cof f e e a nd a Cha t wi t h J oa nne J a c obs Or , The Bus i ne s s Ca s e f or Tr a ns me di a Joanne Jacobs COO, 1000heads | @j oannej acobs Image source: http://www.flickr.com/photos/wwworks/2896811680/in/photostream/
  2. 2. Se s s i on Pr omi s e To di scuss t he per cept i on of t r ansmedi a by t he busi ness wor l d To acknowl edge t he r ol e of r ecommendat i ons i n shapi ng mar ket i ng To show how soci al channel s can be used t o assi st al l aspect s of busi ness To i dent i f y new ROI met r i cs f or t r ansmedi a st r at egi es Image source: http://www.flickr.com/photos/noii/2343755069/
  3. 3. Tr a ns me di a i n bus i ne s s Leavi ng asi de t he f act t hat no- one i n busi ness uses t he t er m ‘ t r ansmedi a’ … Busi ness doesn’ t yet under st and how t o make use of mul t i pl at f or m exper i ences Mul t i pl at f or m or 2 scr een exper i ences of t en ( wr ongl y) consi der ed as mer el y ‘ anot her mar ket i ng Image source: http://ansonalex.com/infographics/social-media-usage-statistics-2012-infographic/#infographic originally posted by OnlineMBA.com
  4. 4. I nhi bi t or s t o s uc c e s s Di f f i cul t f or t r adi t i onal medi a peopl e t o dr op br oadcast ment al i t y Di f f i cul t f or mar ket er s t o r esi st cont r ol l i ng messages Di f f i cul t f or busi ness t o gr asp t hat sal es i s not t he onl y way t o opt i mi se busi ness and gener at e pr of i t . Image source: http://www.flickr.com/photos/kevenlaw/2285791176/
  5. 5. Soc i a l me di a You don’ t make money f r om soci al medi a. You save money wi t h soci al medi a. Image source: http://www.flickr.com/photos/17258892@N05/2588346772/in/photostream/
  6. 6. Va l ue – s ome de f i ni t i ons Val ue: benef i t f r om a good/ ser vi ce Ut i l i t y: aggr egat e sum of sat i sf act i on or benef i t t hat an i ndi vi dual gai ns f r om consumi ng a gi ven amount of goods/ ser vi ces Pri ce: mar ket r at e at whi ch goods/ ser vi ces ar e exchanged Economi c cost : amount pai d f or a good/ ser vi ce when compar ed wi t h al t er nat i ves. Thi s i ncl udes t ot al , var i abl e, f i xed, mar gi nal and oppor t uni t y cost s. ROI i s based on economi c cost s, not val ue or ut i l i t y.Image source: http://www.flickr.com/photos/unleashcreativity/2877558527/
  7. 7. Soc i a l me di a s a ve s mone y ROI of soci al medi a i s dr awn f r om opport uni t y cost s – cost t o busi ness of f ai l i ng t o adopt next best opt i on and f r om vari abl e cost s – expenses t hat change i n pr opor t i on t o t he act i vi t y of a busi ness
  8. 8. So…. Busi nesses adopt soci al medi a because i t ’ s what compet i t or s ar e doi ng. And…. Busi nesses adopt soci al because i t ’ s cheaper mar ket r esear ch/ pr oduct devel opment / suppl y chai n management t han exi st i ng pr ocesses Image source: http://www.flickr.com/photos/vectorportal/5205843813/
  9. 9. Bus i ne s s opt i mi s a t i on The ROI of t r ansmedi a i s i n busi ness opt i mi sat i on. The ROI of t r ansmedi a among user s i s qual i t y of i nf or mat i on and par t i ci pat i on. Image source: http://www.flickr.com/photos/42843806@N00/8209826047/
  10. 10. Why Soc i a l Me di a Exi s t s Decl i ne i n t r ust of cor por at e sour ces Need f or speci al i sed i nf or mat i on Under st andi ng t hat exper t i se i s l ocat ed ar ound passi onat e i ndi vi dual s, not necessar i l y ar oundImage source: http://www.flickr.com/photos/christopherdombres/4462311122/
  11. 11. Tr us t Tr ust i s gener at ed t hr ough ahi st or y of vol unt ar y cont r i but i o ns of usef ul , r el i abl e i nf or mat i on Image source: http://www.flickr.com/photos/vagawi/3155400274/
  12. 12. St or i e s a s Sour c e s of Tr us t Most val ued cont r i but i ons of i nf or mat i on come f r om peopl e you know St or i es of exper i ences ar e t he most l i kel y vect or of such i nf or mat i on Image source: http://www.flickr.com/photos/pagedooley/4080412658/
  13. 13. I nf l ue nc e r s Peopl e near you Peopl e you r espect Bot h devel op a hi st or y of i nt er act i ons based on t r ust Image source: http://www.flickr.com/photos/esparta/1584333702/
  14. 14. Soc i a l Me di a a nd I nf l ue nc e r s I nf l uencer s t end t o have r obust hi st or y of i nt er act i ons i n soci al channel s Tend t o shar e usef ul cont ent cr eat ed by ot her s, not j ust t hemsel ves Tend t o r espond qui ckl y and i n an appr opr i at e manner f or t he soci al channel Image source: http://www.flickr.com/photos/salva_moreira/5461302963/
  15. 15. Soc i a l Me di a Cha r a c t e r i s t i c s Facebook: soci al channel , cl osed net wor k Twi t t er : shor t l i ved channel , good f or abbr evi at ed knowl edge shar i ng Li nkedI n: pr of essi onal knowl edge exchange, good f or Q&A, gr oup or gani sat i on Googl e+: good f or hangout s and col l ect i ve pr obl em sol vi ng Pi nt er est : good f or vi sual st or i es, ‘ i deat i on’ Pat h: good f or mobi l e/ di sper sed user s shar i ng cont ent Ni che net wor ks: bet t er f or di ver se i nf or mat i on exchanges and mul t i pl e l ear ni ng st yl es Image source: http://www.flickr.com/photos/jdhancock/6023780563/
  16. 16. Fi ndi ng I nf l ue nc e r s I nf l uence measur ement t ool s Resear ch on act i vi t y and exper t i se Ask gr oup member s who t hey r espect and consi der an exper t Image source: http://www.flickr.com/photos/ashtynrenee/5353488424/
  17. 17. I nf l ue nc e me a s ur e me nt t ool s • Kl out measur es: – Fr equency and ' val ue' of i nt er act i ons acr oss a r ange of net wor k • Peer I ndex measur es: – Engagement s over t i me i n subj ect ar eas and based on f eedback/ conver sat i ons • Peopl eBr owsr measur es: – Act i vi t y as wel l as mor e t r adi t i onal achi evement or i ent ed measur es ( qual i f i cat i ons, communi t y appeal ) and set s t hi s i n t er ms of audi ence r each Act i vi t y not a usef ul measure of act ual i nf l uence.
  18. 18. Me a s ur e me nt of Le a r ni ng NOT hi t r at es NOT number of engagement s Change i n or gani sat i onal pr act i ce Speed of r esponse t o i ssues Image source: http://www.flickr.com/photos/aussiegall/5198365474/
  19. 19. De l i ve r y on Se s s i on Pr omi s e s I dent i f i ed how soci al medi a pl at f or ms and pr ocesses suppor t di f f er ent l ear ni ng st yl es ( f ast l ear ni ng, sl ow l ear ni ng, col l abor at i ve, communi cat i ve, et c) Demonst r at ed t he r ol e of st or i es and t r ust i n f aci l i t at i ng l ear ni ng t hr ough soci al medi a Shown how i nf l uencer s can be used as bot h a channel and a l ocat i on f or l ear ni ng Descr i bed t he r ol e of new i nt er medi ar i es f or or gani sat i onal l ear ni ng Image source: http://www.flickr.com/photos/73230975@N03/6893326896/
  20. 20. Joanne Jacobs Chi ef Oper at i ng Of f i cer , 1000heads p: +61 2 9809 8966 m: +61 2 419 131 077 e: j oanne. j acobs@1000heads. com t : @j oannej acobs Que s t i ons Unless otherwise specified, all images used in this presentation are Creative Commons under an attribution licence. All sources are identified.

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