3 Shocks

11 Shifts 5 Infograpics 7 Questions

POEM = PAID OWNED

EARNEd Media

SCOPE IS THE NEW POEM Making Sense of EMERGING MEDIA

ListlyPOEM: A REALITY CHECK

PAID OWNED EARNED MEDIA

Listly

POEM’s core conveys pre-SOCIAL values

POEM is 3 things, not 4 (3 forms of MEDIA)

We’ve evolved beyond PAID, OWNED & EARNED

CONTENT has become SOCIAL, which is widely misunderstood (more on that soon)

The COLLABORATIVE age is upon us

LURKERS & 1 : 9 : 90 are a defining force

That’s why we need to drop POEM & adopt SCOPE. POEM communicates old ideas

Listly3 shocks 1. CONSUMERS don’t differentiate

between “PAID, OWNED & EARNED”, so why are marketers segmented by different departments & separate agencies?

2. EXPERTS live by POEM. Many don’t yet know the term. Where are YOU in POEM ADOPTION?

3. The DIGISCAPE is evolving with the EMERGENCE / CONVERGENCE of “SOCIAL MEDIA”. No model truly categorizes SOCIAL (People) & CONTENT (Media)

Source

Listly

PAID

OWNED EARNED

Shares/Social Collaboration Owned Paid Earned

Listly11 SHIFTSCONTENT to HYBRID MEDIA

HOST to EMBED SOCIAL MEDIA to SOCIAL CONTENT

SOCIAL TO CONTENT LED ALONE to TOGETHER COMMENT to CREATE

SELLING to SELF SERVICE FREE to PAID

CREATE to LIFECYCLE EARNED to DUBIOUS TOOLS to MASTERY

Listly

ListlyCONTENT to HYBRID MEDIA

HYBRID MEDIA is a model BRANDS

can use to MAXIMIZE creative REACH

Listly1/4

ListlyCONTENT to HYBRID MEDIA Six HYBRID MEDIA examples

Listly

LISTS as SLIDES LISTS as TEXT

TEXT as IMAGES

VIDEOS as TEXT

IMAGES as SLIDESVIDEOS as LISTS

2/4

ListlyCONTENT to HYBRID MEDIA 7 bonus “MEDIA” TYPES. just MEDIA LISTS

Listly3/4

ListlyCONTENT to HYBRID MEDIA Listly

Unified HYBRID MEDIA model

42 HYBRID types plus 7 Meta MEDIA types

4/4

ListlyHOST TO EMBED Today “SOCIAL MEDIA” means two things:

1. SOCIAL NETWORKS : Facebook,Twitter, Linkedin & G+

2. SOCIAL CONTENT : Create, curate, share & embed via MEDIA PLATFORMS like YouTube , Pinterest etc

Few appreciate this distinction, but it exists

Listly

SOCIAL NETWORKS

MEDIA PLATFORMS

(aka content networks)

1/4

Listly

A common PATTERN/MODEL emerged for DIGITAL MEDIA to be MANAGED with specialist PLATFORMS

Listly

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

YOUTUBE

SCRIBD

SLIDESHARE

SOUNDCLOUD

LISTLYINSTAGRAM

FLICKR

HOST TO EMBED 2/4

ListlyYouTube & Slideshare have PROVED the value of EMBEDDING. Their MODEL now applies to all forms of MEDIA

MEDIA PLATFORMS make it easier for other to share, distribute & extend your CONTENT in the CONTEXT of their OWNED media. MEDIA PLATFORMS makes it easier to earn EARNED MEDIA

Listlyfrom HOST TO EMBED 3/4

ListlyHOST TO EMBED

via analysis of 3500+ POSTS across 130 BLOGS

Listly

57% of POSTS 20% of POSTS

15% of posts5% of posts

3% of posts

78% of blogs

81% of BLOGS98% of BLOGS

30% of blogs

40% of blogs

Who uses Lists?

Who users Audio?

Who uses Slides?

Who uses Video?

Who uses Graphics?

4/4

SOCIAL MEDIA TO SOCIAL CONTENT Listly

SOCIAL CONTENT is really three distinct components

They are each worth EXPLORING

Shared Links

Curated Content

Managed Media

1/2

Listly

Shared Links

Managed Media

Curated ContentScoopit Paperli Storify

Listly Pinterest Rebelmouse

Social Networks: G+, Facebook Linkedin, Twitter Sourcing: Reddit, Digg Delicious, StumbleUpon Collaboration: EmpireAve, Triberr, Listly Platforms: Buffer, Hootsuite, Tweetdeck

Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly, Ranker Audio: Soundcloud, Audioboo, etc Text/Docs: Scribd, Blogs, Pulse, Medium etc

Shared Links

Curated Content

Managed Media

SOCIAL MEDIA TO SOCIAL CONTENT 2/2

ListlySOCIAL TO CONTENT LED CONTENT NETWORKS offers innovators a new strategy to be CONTENT CENTRIC

Most brands have more SOCIAL than CONTENT connections (i.e. SOCIAL CENTRIC)

Where does your BRAND have more followers ?

Listly

CONTENT CENTRIC

CONNECTION CENTRIC VS

1/4

ListlySOCIAL TO CONTENT LEDNash Grier

CONTENT CENTRIC

Listly

Twitter 3.4m Facebook 2.2m vs Vine - 9.5M YouTube 3.6m Instagram 6.7m

19.8m

5.6m

CONNECTION Vs CONTENT

Nash

2/4

ListlySOCIAL TO CONTENT LEDGary Vaynerchuk

CONNECTION CENTRIC

Listly

Twitter 1.0m Facebook 173k Linkedin 329k G+ 2.1m vs Vine - 24,6k YouTube 46k Instagram 44k Soundcloud 713k Slideshare 3.6k

831.2k3.6m

CONNECTION Vs CONTENT

Gary

3/4

ListlySOCIAL TO CONTENT LED

Gary Vaynerchuk

4.4m

Listly

19.8m5.6m831.2k

3.6m

Nash Grier 25.4m

VS

Compare their SOCIAL + CONTENT GRAPHS

++

CONNECTION CENTRIC Vs CONTENT CENTRIC

4/4

ListlyALONE TO TOGETHERWe’ve acquired & absorbed CONTENT creation skills. COLLABORATION is the next frontier

Focus is shifting to combine AMPLIFICATION & PROMOTION (via collaboration) to get more from a brand’s media

COLLABORATION touches

Content AUTHORING

Content DISTRIBUTION

Content SHARING

Content CROWDSOURCING & UGC

Listly

VS

VS

VS

1/5

ListlyALONE TO TOGETHERWe’re shifting our focus from CONTENT to COLLABORATION (just maturity)

How do we FIND, READ, WRITE & PUBLISH?

Where are YOU in working TOGETHER or ALONE?

Listly2/5

ListlyALONE TO TOGETHERWho do YOU COLLABORATE with?

Look up & down your VALUE CHAIN

Involve people, be HELPFUL & GENEROUS

LEAD & others will FOLLOW

Listly3/5

ListlyALONE TO TOGETHER11 types of TOOLS/PLATFORMS that help

Listly4/5

ListlyALONE TO TOGETHERAn INTEGRATED MODEL

Listly5/5

ListlyComment to CREATEIn the beginning, audiences were happy to COMMENT & LIKE

Consumers are shifting from COMMENTING to CONTRIBUTING & SHARING

Instagram turned us into CREATORS ( & half decent photographers)

Pinterest turned us into CURATORS & COLLECTORS

Reddit. Rotten Tomatoes & Yelp turned us into RATERS & RANKERS

People expect to be SOCIAL with CONTENT

Listly

PAIDOWNED EARNED

THE AUDIENCE

THE OLD POEM “BAND” on STAGE MODEL

EVERYONE CAN HAVE AN EQUAL ROLE ON STAGE

NEW SOCIAL / COLLABORATIVE MODEL

Listly

THE 1% RULE is the norm. 1:9 :90 Consumers have moved to SELF-SERVICE & as such can remain anonymous LURKERS

Less about TECHNOLOGY, more PSYCHOLOGY (gamification)

HABIT is the new black

BEHAVIOUR is king

Power resides with the ATTENTION owner

1% CREATE

9% CREATE

90% CONSUME

THE ENGAGEMENT FUNNEL

SELLING TO SELF-SERVE Listly1/2

Listly

Practically, each person can only CREATE 1% of the time.

A BRAND can own 100% or 0% of that time. It’s NOT evenly distributed.

You NEED to be WORTHY to WIN

1% CREATE

9% CREATE

90% CONSUME

THE ENGAGEMENT FUNNEL

SELLING TO SELF-SERVE Listly2/2

ListlyFrEE TO PAIDFacebook became PAY to PLAY, renting access to TARGET PERSONA

Facebook shifted from being EARNED MEDIA to being a PAID MEDIA platform

Listly

$

TARGET PERSONA

=

ListlyCREATE TO LIFECYCLEWe manage PRODUCTS via a product life cycle - a PLC MODEL)

Why not CONTENT?

Today we are too focussed on launching our next post/video etc.

We need to think about BEFORE, DURING & AFTER launch of each major CONTENT deliverable

Listly1/2

ListlyCREATE TO LIFECYCLE ListlyThree types of TRAFFIC

1. LAUNCH/PROMOTION

Promoted traffic (by you and others at launch and over time

2. NEWS JACKING (No SERP exists)

When a CONTENT CREATOR snags Page PG 1 for hot search terms (NEWS EVENTS)

3. ORGANIC SEARCH

When great content becomes anchored in Google it can be a great DAILY TRAFFIC SOURCE

work to build content value over time

2/2

ListlyEARNed to dubious

OWNED EARNED DUBIOUS

Listly

EARNED / OWNED is an emerging GONGSHOW (ripe for exploitation/misuse)

When you don’t know PEOPLE & convey VALUE/ INFLUENCE, it works

In that case EARNED is EARNED

Beyond that it’s DUBIOUS & heading toward reciprocity. The new backlink.

MY OWNED

YOUR EARNED=

ListlyTOOLs to MasteryWe don’t need more TOOLS, we need more MASTERY

STRATEGIES & MODELS like SCOPE to help choose your TOOLS

Pick TOOLS / PLATFORMS that cross-amplify & work well inside SCOPE

Build deep competency in the TOOLS / PLATFORMS you adopt, by building a body of work

Listly

Tool Kicker

Tool Master

Content Experiment

Body of Work

VS

VS

ListlyNO MORe SHIFTs Listly

LET’s DRILL INTO SCOPE

ListlyREPLACE POEM

Shared /Social Collaboration Owned Paid Earned

Listly

S C O P E

ListlyENOUGH WORDS. Time FOR INFOGRAPHICS! Listly

Media Matrix Content vs Connection

Fusion Role of 1:9:90

PAID OWNED EARNED SOCIAL via SCOPE LENS Listly

MEDIA MATRIX Listly

ListlyThE INTERSECTIONs / INNOVAtIONs

Innovation happens when you COMBINE,

REMOVE, AMPLIFY or REDUCE your offering

Listly

-+

Utility :Solve Problems Relationship :Build Connections

Content/links that’s socially

created or curated & easy to embed

or share

Advertising bought / placed by

the brand

Branded comms with a direct

connection to the consumer

Communication that is not

managed by the brand

Shared Problem/Passion/Cause Shared Connections/Influencers

Youtube, Slideshare, Prezi, Soundcloud,

Instagram, Flickr, Vine, Pinterest, Listly, Scoopit,

Paperli, Scribd etc

Print, TV, Radio, Websites, Magazines, Cinema,

Outdoor, Direct Mail, Email Lists, SEM, Paid

Search, InStore

Brochure, Retail Store, Company Site, Microsite,

Branded community, Facebook Page, Mobile Apps, Branded Vehicles

Word of Mouth Blog Posts, Reviews, PR Coverage, Mentions, Forums, Likes/Shares/

comments via Facebook, Twitter, LinkedIn, G+ etc

Social Content

Paid Exposure

Owned Media Properties

Earned Media Exposure

Communities: Curators & Collaborators

Target Persona (Strangers) Customers

Fans, Influencers & Sceptics

Utility vs Relationship Listly

Connection Centric

Content Centric

Utility : Solve Problems

Relationship : Build Connections

Social Content

Paid Exposure

Owned Media

Properties

Earned Media

Exposure

Communities: Curators &

Collaborators

Target Persona

(Strangers)Customers

Fans, Influencers &

Sceptics

VsVsVsVs

x x x=BRANDVALUE

Maximizing Brand Value with SCOPE Listly

Lurkers & SCOPE: 1% Rule - Create, Curate & Consume

Lurkers (90%)

Social Content

Paid Exposure

Owned Media Properties

Earned Media Exposure

Communities: Curators &

Collaborators

Target Persona : Strangers Customers

Fans, Influencers, Sceptics

Curators (9%) Creators (1%)

=VsVsVsVs

=

90%

10%

Listly

Connection Centric

Content Centric

Connection CentricContent Centric

Social

Paid

Owned

Earned

Social Paid Owned Earned

Utility : Solve a Problem

Relationship : Make a Connection

Social

Earned

Owned

Paid

Relationship: Make a Connection

Utility: Solve a Problem

Social-Paid

Paid-Owned

Owned-Earned

Paid-Earned

Social-Earned

Social-Owned

Overlaying Content & Connection on SCOPE Listly

ListlyLET’s CLOSE with Some Questions Listly

SOME Q

ListlySCOPE QUESTIONS1. How & who will manage SCOPE to ensure you get more

by spending less?

2. Who will cultivate a COMMUNITY of social content creators?

3. Who on your TEAM will manage blogger/influencer OUTREACH?

4. What’s your LURKER strategy? How do you plan to entice them out of the shadows?

5. How will you be a SCOPE innovator? How will you experiment? How will you gain first mover advantage?

6. Who’s the thought leaders in your domain? How can you learn from them & CONNECT / COLLABORATE?

7. What other QUESTIONS should you be asking?

Listly

ListlyWAS THIS VALUABLE? Listly

LIKE DECK SHARE DECK EMBED DECK

[ ][ ][ ]

ListlySome POEM/SCOPE Thoughts & aN Offer

1. I’m co-founder of Listly, a content platform for lists. Lists account for 30% of the web, we simply make lists fun/social, shareable/embeddable & collaborative. (Slideshare for lists is a simple parallel). Listly lists lives deep inside SCOPE

2. I love the topic of POEM/SCOPE. I’m always pondering whats next. I make MODELS to help me express & share my thoughts

3. I EXPERIMENT with all forms of DIGTAL MEDIA

4. I’m @nickkellet on TWITTER. Invite me on LINKED

5. Want to talk POEM/SCOPE? Let’s SKYPE

Listly

ListlyWAS THIS VALUABLE? Listly

LIKE DECK SHARE DECK EMBED DECK

[ ][ ][ ]

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