Stephen Croome's presentation, prepared for the Authority 2.0 conference- http://eventwith.me/authority2 . Unfortunately, Stephen was ill on the day, and unable to travel to the event.
TRANSCRIPT
Spiders and HIPpOs
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Im an organic search analyst for a research network funded by the guys from skype and last fm previously worked for a large west end web agency, making websites profitable – clients like sap, peugeot, labour, also greeneking & marstons Search Data Analysis, ux, cro, ia, marketing and monetisation strategy i.e. is this a good idea or not Was also a project manger for DCA and a database manager for Tower Hamlets Im a specialist at social media bullshit, but today im going to cut through that, and use a small bit of data to make a common sense point.
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
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Im going to provide a counterpoint to the overwhelmingly positive message we get fed about social media. And in true Social media style, I don’t need to understand my audience, I can speak to all of you and let the @web@ show the right bit to the right people. So pick your personal web 2.0 subtitle as appropriate to you The web can understand a lot about you. It can serve you just what it know you want to see. If this were a website, you would only see one of these subtitles, and it would be the subtitle you would most likely be agreeable too But we are really going to look at, is what it takes to be groundbreaking in social media. And then ill give you my opinion on how the WM police can deliver a ground breaking web prescence
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
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If I had a client who came to me with a product and these criteria, I would be ecstatic because I know likelihood of success is strong. Hippos is also red tape and teamwork. The top 3 are the essentials, and number 9 is the most under estimated Anyone know what hippos are? People who are organizationally higher than you, but know bugger all. And their opinion counts.
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
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The question is, Is this leap justified?
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
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This is where I feel we are now with the police, not just the wm police (lots of organizations are dealing with this) and social media. Hippo driven business do what is Easy organizationally or politically, even if its dumb. New things are shiny. Old things are dull So how do you know whats the right thing to do?
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?
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Spiders are search engines. The key to unlocking the potential because they allow you to understand your users
Your own search box
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The most powerful tool you have. Why? People will type exactly what they want to know into this box, completely free of outside forces. the window to the soul.
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
that neighbourhood page no longer exists.
Pdfs give me pop ups that look like errors
This one exists
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Pity its broken. Its not the IT that’s particularly broken, it the whole organisational approach to this website and how you are providing data for people, that’s broken. Lets look at the best page I can find.
This is best page I found
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A bit dry, no pictures, videos, or links to other information, but at least its something. But this only helps if people already know about you and can be bothered to wade through the broken bits and also have happened to type in the right thing that pulls this page up and and and Most people would just give up and go to google
How would people find this page on a search engine?
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project paragon? programme paragon? changes to police boundaries in birmingham, paragon lozells. If your not thinking like this, your not thinking like your users – your not providing the information they need in the way that they need it.
Writing for spiders, because spiders guide people to you
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This is what it looks like now in Google. Nothing to tell anyone what the page is about or whats on the page. Unlikely that Google would show that page to anyone looking for programme paragon.
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This is the tools and experienced users bit from the first slide – related to money and focus and measuring success. Tools aren’t interesting. money buys tools easily. As young teenagers will tell you, theres 2 things that money cant buy. Love and understanding.
Lozells
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Money cant buy an organization that understand its users. At best these people use it sparingly, and for information or games. So you may be thinking, is the internet a good way to connect with these people? So that’s a broad brush stroke, lets go a step lower
Imagine: asking 16 year old girls what question troubles them the most
Is it:GangsKnivesBullyingSexism
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How do we use spiders to get understanding we wouldn’t have. From a popular UK questions and answers website for young girls. Would a police officer get this answer? Now why do I show you that? Because its easy to give the politically correct answer Lets go a step lower
Understand what matters to individuals
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The previous slide shows what matters to a group, this is an individual profile. So just to recap before the last slide: So you want to get into social media Its risky for you – your not barak obama your website ie “the basics” arent that good, you don’t understand search engines, ive seen no data analysis that show you understand how people behave online or on you own web properties So the question is, can you be groundbreaking in a useful way
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
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Fix and be competent at the basics. Its not flashy and its not cool and nobody is going to be promoted for fixing a website – but it’s the most useful thing you can do to engage with and understand your online users
Imagine: asking 16 year old girls what question troubles them the most
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From a popular UK questions and answers website for young girls. Would a police officer get this answer?
