The document discusses the importance of transitioning from one-way communication to more engaging, data-driven social media strategies for effective storytelling and business success. It emphasizes the need for reliable information sources, better content, and understanding audience needs, while cautioning against focusing solely on new products without testing and analysis. Key insights include listening to customers, fixing websites, and being responsible for delivering quality information.

1. Spiders and HIPpOs

2. 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

3. 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

4. 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

5. 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

6. 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?

7. Your own search box

8. 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.

9. This is best page I found

10. How would people find this page
on a search engine?

11. Writing for spiders, because
spiders guide people to you

13. Lozells

14. Imagine: asking 16 year old girls what
question troubles them the most
Is it:
Gangs
Knives
Bullying
Sexism

15. Understand what matters to
individuals

16. 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

17. Imagine: asking 16 year old girls what
question troubles them the most