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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