How transmedia, multichannel experiences should be measured.

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
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