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SHO-TIME!
by @gerriesmits
17/03/16
A USER-CENTRIC TOOLKIT 

FOR SHARING OPTIMISATION
• Ik help organisaties om meer
uit het internet te halen.
• Ik ben gepassioneerd door de
impact van het ‘digitale’ op
producten, op communicatie,
op communities, op gedrag,…
• Ik doe dat door zo veel
mogelijk te vertrekken vanuit
gebruikers en hun behoeften.
20 years experience in industries
that got disrupted by internet
Music 

Industry
TV
Print 

Media
Marketing
Govern-
ment
I even worked in government
• Ik help organisaties om meer
uit het internet te halen.
• Ik ben gepassioneerd door de
impact van het ‘digitale’ op
producten, op communicatie,
op communities, op gedrag,…
• Ik doe dat door zo veel
mogelijk te vertrekken vanuit
gebruikers en hun behoeften.
Now, I help organisations get
more out ofthe internet
+
Comms
Marketing
Business/
Product
Organi-

sation
Culture
Some organisations 

I worked with/for
First
1
A story about clubbing
Omni-channel, fragmentation,…
There’s so much we need to do.
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
We need some 

Sharing Optimisation
inspired by Faris Yakob
ACTIONS
TOOLS
ADVERT
CONTENT
PURPOSE
inspired by Faris Yakob
Social and the
sharing challenge
2
Create For

Limited

Attention! 



Create forthe
Thumb Swipe!
Your competitors on social are not
just your industry competitors.
They are friends, media
companies, brands from other
industries.
You don’t reach
anybody
You earn(a fraction of attention from)
somebody
There’s a tax on irrelevance
Everybody likes a bit of
Free distribution
Viral reach is
increasingly important
Everybody likes the
added value of 

Social Context 

(recommendation, authenticity,…)
Viral reach is
increasingly important
From Pageviews to ‘Viral Lift’
“
“
Matt Stopera,

Sr Editor Buzzfeed
If something has a 1.5 viral
lift and 100,000 views
and above, that was
worth doing.
It’s a failure ifyou have
400,000 views and a 1.1
or 1.2 lift. That’s a flop."
So yet another challenge
Be where people care2.0
Be where people share3.0
Be where people are1.0
>>
User-Centric
Thinking
3
The amount ofyears running that
CEOs have pointed at technology
as the single most important
external force shaping their
organisations
4
IBM study
fact
Digital makes business uncertain
about relationship with user
?
Gartner Hype Cycle
Chase technology? 

Impossible & tiring
fact
Peak of inflated
expectations
Through of 

Disillusionment
Slope of 

Enlightenment
Plateau of 

Productivity
The only stable element in this
equation of uncertainty are people
!!
Human needs
and motivations
remain pretty
constant
Technology is
volatile and
changes rapidly
+ = ?
flip
Customer Experience
HR/

Talent
New
Products
Tech
/IT
Process
Marketing / Comms
By putting people
in the middle, it
becomes easier to
identify the impact
of ‘digital’ on all
aspects of the
business.
My user-centric framework
Atoolkit for SHO
4
!! In 1 model
Content
WHAT
Channels
WHERE
Form
HOW
User
WHO
Needs
WHY
Evaluation
DATA
Who >>
Personas + network
4.1
Let’s not just think
about personas/
characters in our
story.
Let’s also look at their
network, so we
understand the
person in a
networked context.
Strong ties
Weak ties
Why >>
Share Needs
4.2
Find out why people would share or pass
on a piece of content.
What’s in it for them?
If people use your product, ie. your
content, what job do theywant it to fulfil?
Why >>
Reasons to Share
4.2
Source: Buzzfeed
Why >>
Share Stories
4.2
I share this
with…
…in order to
achieve…
HELLO,
I am …
WHO WHY
(DIG DEEP!)
What >>
Overlap share needs + ourvalue
4.3
Our Mission
Our Value
Why People
Share
What can WE do/make/
mean/say so our
audience & clients can
fulfil their deepest
sharing needs?
What >>
Silly example
4.3
CONTENTv01
A list of training sessions relevant for teachers
WHO
Headmaster / school directors
WHY / SHARING NEED
I want to be seen as someone who cares about my
teachers.
I want to be seen as someone knowledgeable.
What >>
Silly example
4.3
CONTENTv02
A printable list of training sessions, with tickboxes for
the director to curate and select.
“I think this might be something foryou.”
Where >>
Fragmentation is reality
'Dark' social
74%
Other SM
7%
Facebook
19%
Sources of inbound web traffic
RadiumOne study
4.4
Where >>
Be where they (sh)are
4.4
I share this
with
…in order to
achieve…
…via
channel…
WHO WHY WHERE
HELLO,
I am …
How >>
Nudge forthe share
4.5
1. Think about Share statements. What
would people say if they forwarded/
shared/talked about this?
2. Are there phrases/words/images
which can trigger the sharing need?
How >>
Be where they (sh)are
4.5
I share this
with
…in order to
achieve…
…via
channel…
WHO WHY WHERE
… by saying
these words.
HOW
HELLO,
I am …
How >>
Silly example
4.5
Data >>
Understand sharing behaviour
4.6
Focus less on Reach and more on
Share ratio.
Use your data to understand the Why
better.
A/B test.
!! Impact goes deeper
Content Talent
ProcessCulture
Who
Why
What
Where
How
Data
Build this ‘WhyWould They Share’
workflow into your editorial/
content processes.
Way ofWorking
6 days
4.7
My audience shares because…
Way ofWorking
6 weeks >> Library of Share Needs
4.7
… I want to express
pride about my city
… I want to be the friend
who entertains
… I want to be seen as
generous
… I want my colleagues
to do a better job
… …
Number 1
attribute for
success in
digital world
according to
business
leaders?
Empathy
study University of South California
Skills4.8
Finally
5
Forget
Digital
Strategy
It’s about
Strategy for
a Digital Age
Companies and organisations that
really

really

really 

understand their users,
their motivations & this needs
have a competitive advantage in solving
today’s complex problems.
It’s really not that much about technology.
It’s about people, living in an increasingly
digital world.
My belief
“If you have your face
towards the CEO, 

you have your ass towards
the customer.”
- 

Jack Welch, ex-CEO
General Electric
THANK YOU >>
gerrie@gerriesmits.com
+32 491 354 365
@gerriesmits

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SHO-Time. A user-centric toolkit for Sharing Optimisation.

  • 1. SHO-TIME! by @gerriesmits 17/03/16 A USER-CENTRIC TOOLKIT 
 FOR SHARING OPTIMISATION
  • 2. • Ik help organisaties om meer uit het internet te halen. • Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,… • Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften. 20 years experience in industries that got disrupted by internet Music 
 Industry TV Print 
 Media Marketing Govern- ment
  • 3. I even worked in government
  • 4. • Ik help organisaties om meer uit het internet te halen. • Ik ben gepassioneerd door de impact van het ‘digitale’ op producten, op communicatie, op communities, op gedrag,… • Ik doe dat door zo veel mogelijk te vertrekken vanuit gebruikers en hun behoeften. Now, I help organisations get more out ofthe internet + Comms Marketing Business/ Product Organi-
 sation Culture
  • 5. Some organisations 
 I worked with/for
  • 7. A story about clubbing
  • 8. Omni-channel, fragmentation,… There’s so much we need to do. ACTIONS TOOLS ADVERT CONTENT PURPOSE
  • 9. We need some 
 Sharing Optimisation inspired by Faris Yakob ACTIONS TOOLS ADVERT CONTENT PURPOSE inspired by Faris Yakob
  • 10. Social and the sharing challenge 2
  • 11. Create For
 Limited
 Attention! 
 
 Create forthe Thumb Swipe! Your competitors on social are not just your industry competitors. They are friends, media companies, brands from other industries.
  • 12. You don’t reach anybody You earn(a fraction of attention from) somebody
  • 13. There’s a tax on irrelevance
  • 14. Everybody likes a bit of Free distribution Viral reach is increasingly important
  • 15. Everybody likes the added value of 
 Social Context 
 (recommendation, authenticity,…) Viral reach is increasingly important
  • 16. From Pageviews to ‘Viral Lift’
  • 17. “ “ Matt Stopera,
 Sr Editor Buzzfeed If something has a 1.5 viral lift and 100,000 views and above, that was worth doing. It’s a failure ifyou have 400,000 views and a 1.1 or 1.2 lift. That’s a flop."
  • 18. So yet another challenge Be where people care2.0 Be where people share3.0 Be where people are1.0 >>
  • 20. The amount ofyears running that CEOs have pointed at technology as the single most important external force shaping their organisations 4 IBM study
  • 21. fact Digital makes business uncertain about relationship with user ?
  • 22. Gartner Hype Cycle Chase technology? 
 Impossible & tiring fact Peak of inflated expectations Through of 
 Disillusionment Slope of 
 Enlightenment Plateau of 
 Productivity
  • 23. The only stable element in this equation of uncertainty are people !! Human needs and motivations remain pretty constant Technology is volatile and changes rapidly + = ?
  • 24. flip Customer Experience HR/
 Talent New Products Tech /IT Process Marketing / Comms By putting people in the middle, it becomes easier to identify the impact of ‘digital’ on all aspects of the business. My user-centric framework
  • 26. !! In 1 model Content WHAT Channels WHERE Form HOW User WHO Needs WHY Evaluation DATA
  • 27. Who >> Personas + network 4.1 Let’s not just think about personas/ characters in our story. Let’s also look at their network, so we understand the person in a networked context. Strong ties Weak ties
  • 28. Why >> Share Needs 4.2 Find out why people would share or pass on a piece of content. What’s in it for them? If people use your product, ie. your content, what job do theywant it to fulfil?
  • 29. Why >> Reasons to Share 4.2 Source: Buzzfeed
  • 30. Why >> Share Stories 4.2 I share this with… …in order to achieve… HELLO, I am … WHO WHY (DIG DEEP!)
  • 31. What >> Overlap share needs + ourvalue 4.3 Our Mission Our Value Why People Share
  • 32. What can WE do/make/ mean/say so our audience & clients can fulfil their deepest sharing needs?
  • 33. What >> Silly example 4.3 CONTENTv01 A list of training sessions relevant for teachers WHO Headmaster / school directors WHY / SHARING NEED I want to be seen as someone who cares about my teachers. I want to be seen as someone knowledgeable.
  • 34. What >> Silly example 4.3 CONTENTv02 A printable list of training sessions, with tickboxes for the director to curate and select. “I think this might be something foryou.”
  • 35. Where >> Fragmentation is reality 'Dark' social 74% Other SM 7% Facebook 19% Sources of inbound web traffic RadiumOne study 4.4
  • 36. Where >> Be where they (sh)are 4.4 I share this with …in order to achieve… …via channel… WHO WHY WHERE HELLO, I am …
  • 37. How >> Nudge forthe share 4.5 1. Think about Share statements. What would people say if they forwarded/ shared/talked about this? 2. Are there phrases/words/images which can trigger the sharing need?
  • 38. How >> Be where they (sh)are 4.5 I share this with …in order to achieve… …via channel… WHO WHY WHERE … by saying these words. HOW HELLO, I am …
  • 40. Data >> Understand sharing behaviour 4.6 Focus less on Reach and more on Share ratio. Use your data to understand the Why better. A/B test.
  • 41. !! Impact goes deeper Content Talent ProcessCulture Who Why What Where How Data
  • 42. Build this ‘WhyWould They Share’ workflow into your editorial/ content processes. Way ofWorking 6 days 4.7
  • 43. My audience shares because… Way ofWorking 6 weeks >> Library of Share Needs 4.7 … I want to express pride about my city … I want to be the friend who entertains … I want to be seen as generous … I want my colleagues to do a better job … …
  • 44. Number 1 attribute for success in digital world according to business leaders? Empathy study University of South California Skills4.8
  • 47. Companies and organisations that really
 really
 really 
 understand their users, their motivations & this needs have a competitive advantage in solving today’s complex problems. It’s really not that much about technology. It’s about people, living in an increasingly digital world. My belief
  • 48. “If you have your face towards the CEO, 
 you have your ass towards the customer.” - 
 Jack Welch, ex-CEO General Electric
  • 49. THANK YOU >> gerrie@gerriesmits.com +32 491 354 365 @gerriesmits