This document summarizes Erica Berger's presentation on experimenting across platforms to drive new audiences and data. Some key points: - People now spend 2-3 hours per day on social media like WhatsApp, Snapchat, and Instagram. - Case studies show how experimenting on new platforms like podcasts led to unexpected growth for some organizations. - To be successful, organizations need to strategically measure experiments, leverage each platform's strengths for their content or products, and maintain their unique identity while testing new approaches. - The abundance of platforms means the opportunity is in reaching people in new ways and places, not just traditional websites or apps.

1. Abundance
Or
why
and
how
experimen0ng
cross-­‐
pla6orm
will
drive
new
audience
and
data.
Presenta0on
created
and
presented
by
Erica
Berger
for
ONA
London
April
2016

2. Nice
to
meet
you.
I’m
Erica.
@GoodBerger

3. Some
fun
sta9s9cs*.
Snapchat:
Can
you
guess
the
average
0me
spent
in-­‐app
daily
per
user?
Sta9s9cs
taken
from
January
2016
DMR
report,
hGp://expandedramblings.com

4. Some
fun
sta9s9cs.
30
minutes,
aka
1/48th
of
the
day.

5. Some
fun
sta9s9cs.
Instagram:
The
user
base
grew
60%
in
2014
alone.
Can
you
guess
what
percentage
of
users
are
from
outside
of
the
US?

6. Some
fun
sta9s9cs.
77%

7. Some
fun
sta9s9cs.
Soundcloud,
a
pla6orm
not
just
for
music
but
for
podcasts
too,
has
how
many
monthly
users?

8. Some
fun
sta9s9cs.
350
million.

9. Some
fun
sta9s9cs.
The
New
York
Times
shipped
how
many
Google
Cardboard’s
for
it’s
first
VR
print
piece?

10. Some
fun
sta9s9cs.
1
million.

11. Some
MIND
BLOWING
sta9s9cs.
70%
of
990
million
users
use
What’s
App
daily.
1
million
new
users
register
each
day.
Can
you
guess
how
many
messages
are
sent
each
day?

12. Some
MIND
BLOWING
sta9s9cs.
30
billion.

13. Some
MIND
BLOWING
sta9s9cs.

14. Some
MIND
BLOWING
sta9s9cs.
Let’s
talk
details.
How
many
million
of
these
messages
are
photo
messages?

15. Some
MIND
BLOWING
sta9s9cs.
700
million.

16. Some
MIND
BLOWING
sta9s9cs.

17. Some
MIND
BLOWING
sta9s9cs.
People
are
commi]ng
195
minutes
of
their
lives
per
week
to
What’s
App.
That’s
almost
28
minutes
each
day.

18. Let’s
get
real.
What’s
App:
28
minutes
Snapchat.:
30
minutes
Instagram:
20
minutes
and
rising.
Plus
Facebook,
Twiber
(well…)
…And
lucky
for
us,
you
can
listen
to
Soundcloud
and
Spo0fy
whilst
doing
other
things..
That’s
2-­‐3
hours
plus
per
day
on
social.

19. Let’s
get
real.
When
are
people
going
to
read,
watch,
and
listen
to
the
news
with
the
abundance
of
apps?

20. Let’s
get
real.
The
real
ques0on
is
WHERE,
not
when.

21. Case
Studies!
Or
how
you
can
be
beber
at
your
job.

22. But
first…
How
many
of
you
have
roles
where
you’re
required
to
experiment
across
other
pla6orms?
Do
you
feel
like
you’re
truly
ALLOWED
to
experiment,
or
is
it
just
what
your
boss
“says?”

23. Case
Study
A.
Experimenta0on
as
a
result
of
a
massive
fuck
up

24. Case
Study
A.
100k
listens!

25. Case
Study
B.
Following
on…

26. Case
Study
B.

27. Conclusion
A/B.
1. You
must
be
early
to
a
pla6orm
to
get
massive
growth.
2. You
must
be
a
fit
for
the
audience—even
if
you
don’t
know
it.
3. Take
risks,
especially
in
the
face
of
a
fuck
up.
It
can
pay
off!

28. Case
Study
C.
Use
pla6orms
differently
and
appropriately.

29. Case
Study
C.—same
product,
different
use
cases!

30. Case
Study
D.
My
company,
Catchpool.
Email
newsleGers!
Invite
only
forever!
Not
everyday!?

31. Case
Study
E.—innova0ng
delivery
and
engagement.

32. Now
what?
A
strategic
and
crea0ve
roadmap
to
success.

33. Measure
your
shit.
Day
0:
set
goals,
prepare
how
you’ll
measure.
Day
15
(30
day
trial
ex):
draw
up
a
report
Day
30:
evaluate.
Do
you
need
more
9me?

34. Be
unapologe9cally
you.
How
do
we
think
about
our
individual
publica0ons
and
employers
and
where
they
fit
in
the
world
of
pla6orms?
We
can’t
all
behave
the
same.
Don’t
forget
to
BE
YOU.

35. Be
unapologe9cally
you.

36. Small
Groups
As
if
you
thought
I
was
going
to
talk
to
you
the
whole
9me…please.

37. Small
groups-­‐8
minutes.
Please
break
out
into
small
groups
of
2-­‐3.
1.
Share
what
pladorms
have
worked
for
you.
2.
What’s
holding
you
back
and
where
you
believe
you
haven’t
worked
hard
enough
yet.
3. Vision/Goals
for
the
future.
PSA:
Though
we
might
be
compe0ng
with
each
other
for
aben0on,
there
are
7
billion
people
on
the
planet,
many
of
whom
we
have
yet
to
capture.

38. Video
9me!
hGps://youtu.be/jhIOMjh0D3s

39. So,
what
now?
New
pladorms
are
ea9ng
our
audience.
Rather
than
ge]ng
scared,
come
from
a
place
of
abundance…
there
are
new
people
on
them!
The
pla6orms
are
growing
their
own
audiences,
we
just
have
to
do
well
on
them.
Experiment
(and
set
goals
and
measure).
Be
unapologe9cally
you.
Reimagine
your
role.

40. Final
thoughts.
Chat
Bot

41. Final
thoughts.
“Everyone
who’s
ever
taken
a
shower
has
had
an
idea.
It’s
the
person
who
gets
out
of
the
shower,
dries
off,
and
does
something
about
it,
that
makes
a
difference.”
–
Nolan
Bushnell
“The
stone
age
didn’t
end
because
they
ran
out
of
stones.”
-­‐-­‐
Unknown

42. Thanks!
Get
in
touch:
erica@catchpool.com