One of the hardest things about running a business is finding the time to explore. When you think about taking some time out to just listen or read you have to battle the little voice in your head that tells you that you should be doing something ‘more productive’. There is new business to be secured, finances to angst over and a million other operational things that you can’t help but feel you ought to be doing. The thing is if you are not occasionally taking the time out to discover new things then you are depriving the business of the very things that will ensure your customers keep coming back for more.
Last Friday I took a day out to attend the inaugural ‘Confluence.’ This was an event that was all about stories and the many and varied ways in which they can be told. At the heart of it, the marketing and communications business is all about stories. Whether it’s building compelling narratives that will attract and retain customers or engaging employees to make sure they come with you on your transformation journey, everything is built around stories and our ability to tell them.
There were some exceptional speakers but my three favourites (in no particular order) were Candide Kirk, Founder and Head of Product Design at Novellic, Director, and writer Nosa Eke and Adipat Virdi, Digital Strategist and interactive storyteller. From Candide, I learnt a huge amount about increasing discoverability; Nosa was all about the power of a multi-platform approach while Adipat was inspirational around the power of storytelling to do good.
So in the name of paying things forward, here are the five most useful things I learnt from my Friday at the almost too funky Google HQ in Victoria:
Sometimes what you don’t like is more important than what you like: Apparently, Tinder takes more from your swipes to the left than it does from your swipes to the right and uses what you dismiss to build a picture of what you might like. This approach is being adopted more and more because…
Your statements about what you like are often different from reality. This is why smart platforms online are far more interested in your actions rather than your words. Candide used the example of Novellic where she compared the types of books that people chose when asked to select their ‘type’ and compared it to what they actually searched for. Apparently, a lot of people who claim to be into 20th Century literary classics and really into whodunnits and trashy romance…
People will generally pay what something is worth. There was an interesting talk by Katie Vanneck Smith and Dominic Young about different approaches to selling content on the web. Traditional subscription models essentially mean you are paying for a whole pie when you might only want a slice. Micropayments allow you to pay for the slice while a more traditional membership approach brings the added benefit of bringing you into a like-minded community
What you see depends on who you are – even if you are looking at the same thing. I was surprised to learn that Netflix will show you a different image to promote a programme or film depending on your profile. If you took the movie Titanic for example; if your profile suggests you like action adventure you might see an image of the ship sinking but if romance is more your thing then its Jack and Rose all the way. This might not surprise some people but to me, it was a reminder of just how clever and sophisticated these platforms have become
Completeness is often the key to discoverability. It is very tempting when you are completing the profile forms to set up on a platform just to focus on the compulsory stuff and ignore the optional. This is a mistake apparently. The more a platform knows about you the greater the value you hold. Also, platforms value different pieces of information differently so you need to maximise your chances of giving it the bit of information that it cares about.