where do customers come from?
TRANSCRIPT
Where DO Customers come from?
Customers come from being found AND FINDING YOU
Customers come from VIEWS & Shares
WHERE do VIEWS & Shares Come FROM?
VIEWS & SHARES COME FROM SCOPE
S hares/social C ollaboration O wned P aid E arned
SCOPE is a model to explain Digital Media’s inner workings
SCOPE goes beyond POEM (Paid, Owned & Earned Media)
FOUR WAYS TO ACQUIRE CUSTOMERSCustomers are acquired via FOUR types of MEDIA / ACTIVITY
Master SCOPE to collaborate & multiply your impact across four domains
Social Content
Paid Exposure
Owned Media
Properties
Earned Media
Exposure
Communities: Curators &
Collaborators
Target Persona
(Strangers)Customers
Fans, Influencers &
Sceptics
x x x=BRAND
IMPACT
SOCIAL CONTENT Earned, Owned & Paid are well understood, but social content is still evolving
Shared Links
Curated Content
Media PlatfoRMS
SOCIAL CONTENT: THREE THINGS
Shared Links
Media Platforms
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, Bundlepost
Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly Audio: Soundcloud, Audioboom, etc Text/Docs: Scribd, Blogs, Pulse, Medium etc
Media Platforms
Curated Content
Shared Links
LIKE an orchestra Combine all the elements to MAXIMIZE impact
Social Ads
FACEBOOKPrints
Ads Outdoor /
BILLBoards
TV/ Radio ADS
Sponsors / Product
PLACEMENT
Company Blog
Email List / Newsletter
Owned Media Sites
Help Desk/ Docs
Lead forms
Guest Posts
Reviews/Ratings UGC Media
Coverage
Curated LISTS
(Mentions)
Linkedin Twitter,
G+
Pinterest, Scoopit PAPERLI
REBELMOUSE
Listly, Slideshare, SOUNDCLOUD
Instagram, YouTube
VineLINKS
Social Shares
Webinars Landing Pages
DIRECT SALES
Search Ads
ORGANIC SEARCH REFERRALS
COLLABORATIVE SHARING
TRIBERr GAGGLEAMP
AFFILIATEs
SOCIAL NETWORKS
MEDIA PLATFORMS
(aka content networks)
SPOT the difference
Content revolves
around people
People revolve
around Content
Are you missing out?Are you leveraging all FOUR forms of
DIGITAL MEDIA
Failure to do so, means you losing potential customers
Self Hosted Content
Integrated STRATEGY
OWNED blog
OWNED embeds
EARNED & PAID search
EARNED embeds
vs
Views (customers)
SOCIAL search
A BETTER ENGINE FOR ENGAGMEENT
BEATING Hearts Rolling Eyestrumps
Sharing
Like
EMBED
COMMENTs
SOCIAL FEEDS
VIEWS
MEDIA PLATFORMS GIVE YOU MORE IF your content CREATEs ENGAGEMENT
NEED PROOF?Explore this