Post on 14-Jul-2015
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FIVE WAYS YOUR BRAND IS LOSING MEDIA SHARE
#SMSECRETS
MORPHING MODERN MEDIA
OWNED MEDIA
The role of Digital Media & Blog’s has evolved. If your content only resides on your blog you are losing out. Attention & eyeballs have moved.
NO1
MEDIA SHARING
Slideshare, YouTube, Listly Soundcloud, & Instagram are all examples of Media Platforms. They make your media easier for others to find, share & embed.
NO2
Earned media is the evolution of PR. Earned media used to require people writing about you. Now people can simply embed your media. Media can be earned media, e.g. slides, videos, lists, graphics etc (not as obvious as it sounds).
EARNED MEDIA
NO3
Owned media is not your only
source of organic discovery.
Every mention, guest post, link or
share is free earned search
traffic for your brand.
EARNED search
NO4
We don’t just Google for stuff today.
We search on specialist media sites to meet our
own unique learning styles/needs.
eg Instagram, Slideshare, YouTube & Listly.
These are sometimes called “Destination Search
Sites”. YouTube is the No2
search engine globally (& it’s a media platform).
This is not new!
Media search
NO5
I’d strongly suggest you explore & study two things: • POEM • SCOPE. I cover some of the elements of SCOPE in this deck.(shared, social, owned & earned media).
SC
OP
E
POEM AND SCOPE
these two decks will give you a good start
INTE
GRATE
D S
TRATE
GY
vs
OWNED MEDIA
MEDIA SEARCH
EARNED SEARCH
OWNED MEDIA
EARNED MEDIA
MEDIA SHARING
BLOG
SIL
O ST
RATE
GY
MEDIA GAP
++++
vs
BLOG SILOS ARE NO LONGER EFFECTIVE
MEDIA SEARCH
EARNED SEARCH
EARNED MEDIA
MEDIA SHARING
OWNED MEDIA
OWNED MEDIA
REACH
blogs &
Media
DIGITAL MEDIA S UNFAIR ADVANTAGE
blogs
‘
OWNED MEDIA
MEDIA SHARING
MEDIA SEARCH
EARNED MEDIA
EARNED SEARCH
REAL MEDIA
METRICS
REAL METRICS FOR
SLIDES videos, Lists,
INFOGRAPHICs & PODCASTS
The next few slides use real content to quantify the impact of Media Platforms.
I cite my content on platforms that I use. I’ve used fun / famous examples on platforms where I’m not active. (eg Vine).
I am co-founder of Listly, so have access to additional data. Eg I know 50% of all views on Listly are via embedded lists.
I made this deck because I’ve learned few people really appreciate the way digital media really works.
Eg SlidesThe 34% of the 17k total views came from other sources than Slideshare: embeds, search/social etc
A blog alone would not achieve this.
These elements feed off each other and in part that’s the magic of Media Platforms.
17k VIEWSSlideShare LINK
Eg SlidesThe 34% of the 16k total views came from embedded media. 30 Embeds in total.
Other people’s blogs are more effective than yours. You need to let go and utilize media in every post.
Note: 265 downloads. That’s dark social at work. You don’t know where that got shared.
16k VIEWSSlideShare LINK.
Highlights Embeds/Views
michaelqtodd.com - 1151 scoop.it - 809
linkedin.com770 webershandwick.net - 719
twitter.com - 455 intuit.ca- 397
blog.list.ly - 261 contentjam.com - 199
42medien.de - 118 rebelmouse.com - 104 news.google.com - 44
storify.com - 13 pinterest.com - 11
m4marketinghits.com - 3
Eg Videos Embedding accounted for 66% of this video’s 51k views.
This is proof that MEDIA and BLOGS trump MEDIA or BLOGS
Media and blog work best together.
51k VIEWSYouTube Link
Eg Videos Here’s one clip with some amazing metrics.
• 1.6m likes • 11.2m loops • 1.4m revines
That action is not happening unless you use a Media Platform.
That’s one funny look!
I’m not sure you can track embeds vs views on Vine.
11.2m LoopsVine Link.
Eg LISTs81% of this list’s 3.3k views came from embedded views.
You can’t plan or guarantee earned media, but you can enable it.
3.3k VIEWSLISTly LINK #1
Listly
Eg LISTs 60% of this list’s 8k views came multiple embeds.
Media can be embedded in curation platforms such as scoop.it , Paper.li, rebelmouse.com etc
8k VIEWSListly Link #2
Listly
Eg LISTs50% of this list’s 166k views are via multiple embeds.
If you are not not using media, you are missing out.
Great quality content will get found, but not always on your blog.
A search on YouTube or Slideshare won’t find your blog, it could find your content.
166k VIEWSListly Link #3
Listly
Eg Images Just to prove a point (and not to convey any form of Presidential approval), I thought I’d share this image because it’s had so many views!
More proof of the power of Media Platforms.
2.4m VIEWSFlickr Link
Flickr images are easy to embed
Eg Images Just to prove every record can be broken here’s Kim Kardashian’s Wedding snap with 2.4 million likes. That means it got a lot more views!
Based on 1:9:90, it’s likely had 20+ million views (on Instagram alone).
2.4M LIKESInstagram Link
Instagram images are similarly easy to embed
Eg Images I believe Visual.ly has a premium product to track the metrics of embeds.
I assume this graphic was embedded on multiple blogs in order to reach 1m views.
1M viewsVisual.ly Link
Visually images are similarly easy to embed
Eg Audio/ PODCASTs Soundcloud lets the owner hide metrics on Pro Accounts (only the owner can view their embed metrics).
We can see it was re-shared by 11 people to their following.
We can only see it’s had 3.2k views, we just don’t know the split between Soundcloud & embeds.
3.2k VIEWSSoundCloud Link
Some Thoughts on PodcastingPodcasting is highly fragmented. Unlike slides & video where there is a clear leader.
Podcasting Metrics are less meaningful as people often consume via iTunes or download the file. More fragmentation.
With Podcasting getting found is even more critical. The only way to discover a podcast is via text via blogs that share/embed & recommend specific podcasts.
Unlike Soundcloud, Libsyn is not a “Destination Search” site.
Libsyn is a big player, but their focus on providing value in authoring tools and on selling subscription content.
You can also checkout Audioboom, Sketcher, TuneIn & Blogtalk Radio.
I keep meaning to go & dig deep into podcasting.
It feels very complex & wildly misunderstood.
Platforms make it easier to
manage your media
Media is EASIER to embed &
share
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
YOUTUBESCRIBD
SLIDESHARESOUNDCLOUD
LISTLYINSTAGRAM
FLICKR
VINE
There’s 5 types of media
platforms have emerged since 2004
via QuickBooks / INTUIT
Traction & TraficMedia Platforms get a lot traffic. Global rankings shown are via Alexa. How, why and where we search have changed. The question is have you adapted your content authoring accordingly. Likely not.
THE MEDIA
MACHINE
MEDIA & THE Genius of
the and
BLOGS AND MEDIA Trump blogs OR MEDIA
TRAFFIC COMES VIA
multiple means YOU CAN’T PREDICT Leverage MEDIA, OR YOU MISS OUT
create a body of work to experience the true value of media platforms
Media platforms
(slides, videos, lists, graphics audio) behave
in similar ways
QUESTIONS FOR YOU
ARE YOU TOO FOCUSSED ON YOUR BLOG?
ARE YOU MINDFUL OF HOW PEOPLE
SEARCH TODAY?
WHY is ORGANIC SEARCH VIA EARNED MEDIA different?
DID YOU KNOW
EMBEDDABLE MEDIA CAN BE
EARNED MEDIA?
is your media easy to share & embed?
STEPS TO MEDIA
MASTERY
To win at digital, put media first.
Treat media as the building blocks.
Create your blog from embeddable digital media assets (Slides, Videos, Lists etc)
Blogging becomes an act of re-assembly & curation.
Next STEPS
Make lists on Listly, Slides on Slideshare & Videos on YouTube. Why? Because digital media has changed. Attention has shifted from blogs to Media Networks.
Simple Actions
Explore POEM and my decks on SCOPE. Understanding the Digital Media machine will make you more effective.
READ MORe
You can’t learn from the sidelines. You need to get into the game & commit. Don’t begin if you don’t intend to persist. You will fail if you dabble.
TRY OR Fail?
You need to create a body of slides, videos, lists etc in order to master the media. Beyond mastery, a body of work establishes your position as an authority in your domain.
BODYY OF WORK
Follow me on Twitter. Invite me to connect on Linkedin. Come try Listly. Follow me on Slideshare and like my slides. Send me an email.
Let’s connect