This document discusses the business case for transmedia and social media. It acknowledges that while businesses don't fully understand transmedia, social channels can be used to assist all aspects of business from marketing to supply chain management. Influencers on social media are important for sharing useful, reliable information and building trust over time through voluntary contributions. Measuring the impact of social media for businesses should focus on changes in organizational practices and response times to issues rather than metrics like hit rates or engagements.

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.