2013 NCWIT Summit - Flashtalk, "Social Media for Change Leaders" by Herb Morreale

August 14, 2013

Jeffrey Forbes:  Our last speaker is Herb Morreale who is the CEO of 6Kites an entrepreneurial alliance member company, give him a round of applause for that, um who's going to be speaking about the One9ninety rule of Social media.

Herb Morreale:  Alright Seth I don’t have Rocky music but I got Johnny Quest.  So I've been on a quest since 2008 to figure out whether a simple concept could affect how you do strategy on online communities, both internal and on Facebook, it's called the One9ninety. Very simply, within a population, you can predict that one percent will add content, 9 percent will accommodate and 90 percent will be lurkers.  So if you think about Facebook and any other online community, it's basically people sharing and connecting with each other, and there are patterns on how this happens. If you can influence then you can make this community do things.

So I went on to a quest at Teletech. Teletech is a global call center company, at the time there are 70,000 employees looking for a big problem to solve on my quest. And that problem turned out to be a thing called "after call work", and it's the time from when the agent hangs up the phone, takes their notes and gets on to next call, very expensive time.

So we tried to shorten that, and we created a community, and I influenced those ones and I got the nines to comment, and all the lurkers watch this all happen, and we turned it into a video's and we saw 50 percent production after call work. That was $500,000 worth of return on an investment, in a matter of weeks, literally, so I’m feelin pretty good.

So we went on to do some other things that all was great, but now I had to go conquer the big guerilla, Facebook. So, ah we looked at Facebook and we went into the API and we built an application that crawled Facebook pages, looking for patterns.

Could we the One9Ninety rule playing out, where a few people influencing a very large group? And I saw some interesting stuff. So, I hooked up with my friend, at, who is E‑Commerce at Crocs or VP E‑Commerce at Crocs, and I said, let's go study this stuff, so he said "Well, let’s look at Crocs, and Uggs, and Nike" and we actually did at Adidas too, but I didn’t put their shoe up here.

And we began to see patterns in who is influencing who. And in fact some of the numbers that we have interestingly at the time was there is about 6 million people at Nike. You can see how they are dominating the population. And because they are large population they create a lot of activity. Well that's not very interesting cause it doesn't help me with One9ninety all it tells me is they’re acting, so you have to look at engagement.

Engagement is the percentage of that population that takes an action, so I'm looking at how many are there 1 in 9, did we get 10 percent, no. We actually got 0.63 percent of the entire population we measured taking some kind of action influencing 99 percent of the people.

So now we have 1 percent of the people influencing 99 percent of the people who always talked about it on a larger scale, which is why only one percent of the people matter all, when you trying to influence the group.

So, but then you had to think, "Well that's a very, very small percentage of the population, how can we influence them even more? Let's use photos". It's common knowledge that photos drive more engagement on Facebook and internally even. However, 8.5 times more is a really big number.

So, the next place on the journey was at Forrest Oil.  So this is a client that we work with, and they’re an oil and gas company, and they have, ah, some business in the Eagle Ford area, which is the second largest, ah, Oil Shell play in the United States right now. We wanted to influence people, very specifically in specific zip codes there. Those are, he's a lurker and a land owner. And so, we found out that the photos that had the highest level of engagement were photos with sunsets. We took months to figure it out, we posted them, and then we directed them right at the land owners.

Now Facebook does these kind of funky things, they actually make you pay to reach those lurkers after a while, you only can cap out of about 30 percent if you are lucky. So then we paid them and we get to reach more lurkers through those photos and those are the, ah, ah, land owners.

So, now, most of you aren’t in marketing and don't probably care about Facebook too much for these kinds of things, but you do have internal collaboration and communities where people are sharing information. And so you can take all these same things and apply it internally. And so, hmm, you always have to have dog, dogs make you cooler if you are Johnny Quest.

So you put all this together and you realize that one percent of the people are impacting all of the others and it's all the others that do most of the work.

So, now real quick, we are going to have some fun at the end of this flash talk. How many people have birthday in May? OK, little less than 10 percent of you. Now, only 10 percent of the rest of you clap. We are going to like you, we like you, 10 percent come on try it, see.

Alright you just commented but all of you were lurking, most of you were lurking. See It's a very simple thing, I ask a question and couple of people do this and everybody else figures out what's going on and you learned, whose birthday it was if they raise their hand high enough.

So anyways, It's just a fun little example, the lurkers are the people who matter in the One9ninety and if you can influence a community, the one's and the nine's or rather the 0.1 and the 0.9, the lurkers will be absorbing that information, you can do that for NCWIT issues you can do within your business.

So, thank you for listening. You can actually reach me at Johnny Quest, at 6Kites. Thank you.


Transcription by CastingWords