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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

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