An evening with Todd Defren at Coopr #AEW13
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Transcript of An evening with Todd Defren at Coopr #AEW13
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SOCIAL MEDIA BROKE PR (AND HOW TO FIX IT)
Todd DefrenChief Executive Officer
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#aew13
@SHIFTcomm
@TDefren
HOLLAND IS A BEAUTIFUL COUNTRY…
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WHAT WERE WE THINKING?
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WHAT WERE WE THINKING?
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AGENCY OVERVIEW
BOSTON NEW YORK SAN FRANCISCO
SHIFT is among the top 5 firms that “will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing.”
ESOPEMPLOYEE STOCK OWNERSHIP PLAN
115PROFESSIONALS
TECH &CONSUMER
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
SMALL AGENCY OF THE YEAR
DIGITAL/SOCIAL AGENCY OF THE
YEAR
2013
2012
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RELEVANT EXPERIENCE
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“CLAIM TO FAME”
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TIME TO RE-THINK EVERYTHING
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The life of a marketer...
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Audience
Leads
Sales
Evangelists
“We need a lot of people to know about us…”
“…So they can consider our products/services”
“…And ultimately make a purchase!”
“…Hopefully they’ll be happy and tell friends!”
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The Marketer’s Dilemma
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In the OLD DAYS…
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New media broke media models
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New media broke media models
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New media broke media models
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Treat everyone like the media. Because everyone is the media.
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Redefining Media
Earned
Owned
Paid
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Media
OwnedBlog, Website
House email list
Social media accounts
“We are awesome!”
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Paid
Media
Advertisements
Paid content
Syndication
Sponsored social
Sponsored email
We paid to sayWe are awesome!
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Earned
Media
Editorial placements
Bylines
Social posts
They said we are awesome!
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Where is Shared?
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“Shared media” does not exist.
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Shared is intangible
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Sharing transforms every form of media into earned media
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The success of media is defined not by its content, but by its spread
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You want these core behaviors
Voting Engagement Sharing
Like+1
FavoritePin It
Endorse
CommentReply
EngageClick
ShareForwardRetweet
Send Email
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Audience building starts with Search
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The stuff is worth less
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What you do with stuff is worth more
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What you do with stuff is worth more
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Search is evolving
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“Findability” is as much about who knows you as what you’re searching for...
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Algorithm common grounds
RELEVANCE
“Does it matter?”
CONTENT
“Is it any good?”
TIMELINESS
“Is it up-to-date?”
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By satisfying these needs…
RELEVANCE CONTENT TIMELINESS
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…We get the desired behaviors
Like+1
FavoritePin to
TopEndorse
CommentReply
EngageClick
ShareForwardRetweet
SendEmail
Voting Engagement Sharing
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Content that motivates the behaviors we want also satisfies the search engines
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The Earned Media Hub Strategy
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Do you have the right tools and methods?
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Do you have guidelines for your brand?
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What’s been done, and what’s your spin?
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What content will you create? What formats? Will the channels effect the formats?
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Do you have access to earned media channels that matter? Can you motivate sharing behaviors?
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Are all owned media channels appropriate & ready to go?
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Do you have budget and targets?
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The Earned Media Hub Strategy
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Case Study Walkthrough
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What people and machines like
RELEVANCE CONTENT TIMELINESS
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What will get our behaviors?
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What’s been done?
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What content matches up with our values?
Creative
Connected
Dedicated
Ballsy
Smart
Positive
Honorable
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Values tell you what kinds of media and content you cannot create.
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1 year ago: infrastructure (Fail Whale)
6 mos. ago: product dev (Bluefin integration)
3 mos. ago: monetization technologies, API dev
2014: international growth, Android, ad-tech
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The 3L rule of great content: “laugh, learn, love it, or junk it.”
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Measuring the results
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NEED MORE PROOF?
Reach +75%
Views +04%
Talking +56%
Clicks +05%
Likes +04%
MEDIA BUYSDisplay ads
$1BB2B
CLIENT
1/4/12 – 4/12/13
Tweets +75%
Following +75%
Followers +75%
Listed +75%
Favorites +75%
Views +75%
Clicks +04%
Conversions -02%
Conversion rate +75%
Views +75%
Clicks +04%
Conversions +02%
Conversion rate +75%
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Earned, owned, and paidextend the life of your content -- and hard work.
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Focus less on “stuff,” focus more on what you want people to do with your stuff.
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shiftcomm.com/t
shiftcomm.com/f
shiftcomm.com/l
shiftcomm.com/g
Stay in touch!
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THANK YOU!