The Revolutionary Golden Spiral Strategy for Ongoing Digital Publishing
Upcoming SlideShare
Loading in...5
×
 

The Revolutionary Golden Spiral Strategy for Ongoing Digital Publishing

on

  • 155 views

This presentation is the the first official digital presentation of Brutal Pixie's revolutionary Golden Spiral Strategy. The strategy applies to all ongoing publishing efforts.

This presentation is the the first official digital presentation of Brutal Pixie's revolutionary Golden Spiral Strategy. The strategy applies to all ongoing publishing efforts.

Statistics

Views

Total Views
155
Views on SlideShare
155
Embed Views
0

Actions

Likes
0
Downloads
1
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as OpenOffice

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

The Revolutionary Golden Spiral Strategy for Ongoing Digital Publishing The Revolutionary Golden Spiral Strategy for Ongoing Digital Publishing Presentation Transcript

  • Work Strategically Presented by Leticia Mooney of Brutal Pixie (we <3 content strategy) www.brutalpixie.com Hashtag: #PixieSessions
  • Welcome to the land of the Golden Spiral ● Learn why ongoing publishing (like blogs) is painful and difficult – and then understand that it doesn't need to be ● Discover your unique selling points ● Discover your Essential Topics ● Create a plan for ongoing publishing ● Break your brain Hashtag: #PixieSessions
  • What tonight is about ● ● ● Be the first to hear about Brutal Pixie's Golden Spiral Strategy Learning why being unique and specific is hard to copy Building a basis for growing your audience's knowledge and expertise with every thing you publish. Hashtag: #PixieSessions View slide
  • Introductions Introduce yourself and explain what the phrase “golden spiral” means to you. Hashtag: #PixieSessions View slide
  • Background & Context Circles don't grow. Hashtag: #PixieSessions
  • Existing Strategy is Flawed ● ● ● Measurement is not specific enough and nobody has a real model Metrics are retrospective, not forwardthinking Structure is fudgy Hashtag: #PixieSessions
  • Why Golden Spiral is a Real Model ● ● It's immediate It's applicable to a state of existing content, and a state absent of content ● It provides a tree of natural growth ● It is predictable ● It formalises an existing universal law. Hashtag: #PixieSessions
  • What is a Golden Spiral? Hashtag: #PixieSessions
  • Tell me the Mathematics Number 1 (a) + Number 2 (b) = Number 3 (c) A+B=C B+C=D C+D=E IT IS SELF-REFERENTIAL. Hashtag: #PixieSessions
  • Tell me the Mathematics Let's take about 12 numbers in a sequence: 0,1,1,2,3,5,8,13,21,34,55,89... 55/89 = 0.62 (0.61797) 34/55 = 0.62 (0.61818) 21/34 = 0.62 (0.61764) 13/21 = 0.62 (0.61904) 8/13 = 0.62 (0.61538) To test this back the other way, we would multiply each number by 1.62: Hashtag: #PixieSessions 8 x 1.62 = 13 (12.96) | 13 x 1.62 = 21 (21.06) | 21 x 1.62 = 34
  • Golden Ratio The Golden Ratio is: 1.62 (going up) 0.62 (going down) Step two is factoring in a scale for growth. Hashtag: #PixieSessions
  • Golden Ratio to Golden Spiral Add rotation and growth Rotation hits 90 degrees before it changes. The direction of growth moves by 17.032% The shift in growth direction is called THE PITCH Hashtag: #PixieSessions
  • The Golden Spiral - Overview ● Growth requires perfect environs ● The Sequence refers to itself ● ● Each part looks different, but it's only slightly different Each part looks different because of The Pitch, which changes the placement. Hashtag: #PixieSessions
  • From Numbers to Words ● Define your essential topics. These must: – – Be able to travel on their own – ● Be linked to your content Be able to create any mood or tone Three is the magic number Hashtag: #PixieSessions
  • From Numbers to Words ● Three categories: – – ● PS (post sometimes or post script) is B – ● MO (most often or modus operandi) is A PL (post least) is C Looks similar to usual strategies Golden Spiral gives us exact Fibonacci ratios ● More than 3 = Fibonacci Percentages ● More than 6#PixieSessions Hashtag: is dysfunctional
  • Let's recap again ● Golden Spirals turn at tangential points because of The Pitch ● The Pitch is constant ● Growth ratio is 1.62 ● Growth occurs at 90% of the rotation ● Golden Spirals are self-referentially transformative Hashtag: #PixieSessions
  • Caveats ● ● ● Your Pitch needs to be constant Your Pitch will never be exactly precise (it's words man, you need flexibility) Depending on your envisioned schedule you might need to rely on Fibonacci Percentages rather than Fibonacci Ratios – and this is ok. Hashtag: #PixieSessions
  • Fail fast, iterate often ● Refine, refine, refine ● Revisiting things is ok ● Sometimes you have to wrestle Hashtag: #PixieSessions
  • Work out your content split Joe has 3 categories. Joe will post every 1.62 days over 3 months Joe therefore has 42 posts to schedule. Hashtag: #PixieSessions
  • Work out your content split We have a Starting Number (SN), a Descending Golden Ratio (DGR), and a Resulting Number (RN). Joe's SN is 42 = (100% of the posts) SN x DGR = RN 42 x 0.6183 = 25.95726 Hashtag: #PixieSessions
  • Work out your content split THEN We have a Next Resulting Number (NRN). To get that, we subtract RN from SN. RN = SN x DGR (is 42 x 0.6183 = 25.95726) NRN = SN – RN (42 – 25.9 = 16.1) Hashtag: #PixieSessions
  • Work out your content split Hashtag: #PixieSessions
  • Work out your content split In descending order, we have: 42 25.9 16.1 16.1 9.8 9.9 6.2 Hashtag: #PixieSessions 6.1
  • Work out your content split ● ● Notice odd number categories Take the lowest number & add to it the number two above ● Then round the numbers ● Then validate and work out remainders Hashtag: #PixieSessions
  • Work out your content split ● Joe needs 42 posts MO (Cat A) = 26.1 PS (Cat B) = 10 PL (Cat C) = 3.8 Total = 39.9 Hashtag: #PixieSessions
  • Work out your content split ● Joe needs 42 posts – with rounding: MO (Cat A) = 26 PS (Cat B) = 10 PL (Cat C) = 4 Total = 40 ARGH WE'RE TWO NUMBERS OFF! Hashtag: #PixieSessions
  • Don't Freak Out Hashtag: #PixieSessions
  • Work out your content split ● Don't get this far and relax ● Work out the ratio of your remainders MO = 2 x 0.62 = 1.24 PS = 1.24 x 0.62 = 0.77 PL = 0.77 x 0.62 = 0.47 Hashtag: #PixieSessions
  • Work out your content split ● Round them! MO = 2 x 0.62 = 1.24 = 1 PS = 1.24 x 0.62 = 0.77 = 1 PL = 0.77 x 0.62 = 0.47 = 0 Hashtag: #PixieSessions
  • Work out your content split ● Validate... again! MO = 2 x 0.62 = 1.24 = 1 + 26 = 27 PS = 1.24 x 0.62 = 0.77 = 1 + 10 = 11 PL = 0.77 x 0.62 = 0.47 = 0 + 4 = 4 TOTAL = 42 Hashtag: #PixieSessions
  • Congratulations You have just: ● ● ● Learned about Fibonacci maths Applied it to Essential Topics + a posting schedule Split your content categories. WHO HAS QUESTIONS? Hashtag: #PixieSessions
  • From Content Ratio to Posting Ratio You've got your numbers. So far it's self-referential. But how many posts do you do, and when, and how? And what are they? Posting by Golden Ratio gives you your base ratio. Hashtag: #PixieSessions
  • From Content Ratio to Posting Ratio Base Ratios by Week: Full week 7 days x GR = 4.3 posts Work week 5 days x GR = 3 posts Base Ratios by Month: February 28GR = 17.3 posts 30 days 30GR = 18.5 posts 31 days 31GR = 19.1 posts Hashtag: #PixieSessions
  • From Content Ratio to Posting Ratio ● ● ● Mark on a calendar which days are posting days Make the spread of posts as even as possible, but mindful of the GR theory. E.g. in 30 days you might post like this: – 7 days: a a b – 7 days: a a b – 7 days: a c a – 9 days: a b a a a Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy ● In your categories the first two posts are random REMEMBER: ● Self-referentially transformative ● This is hard work ● Categories are varied ● The Pitch is constant Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy ● Post 1 ● Post 2 Post 3 = ( [important point of Post 1] + [important point of Post 2] ) Post 4 = ( [important point of Post 2] + [important point of Post 3] ) Post 5 = ( [important point of Post 3] + [important point of Post 4] ) Post 6 = ( [important point of Post 4] + [important point of Post 5] ) Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Add your pitch (which is constant) ● Post 1 ● Post 2 Post 3 = ( [RefPost 1 + RefPost 2]*Pitch ) Post4 = ( [RefPost 2 + RefPost 3]*Pitch ) Post 5 = ( [RefPost 3 + RefPost 4]*Pitch ) Post 6 = ( [RefPost 4 + RefPost 5]*Pitch ) Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy About tangential posts ● You can post in between – that's ok! ● Keep them on the directional curve ● Schedule where it best fits ● Frame closely between your two points Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Examples: Joe wants to help the not-for-profit sector engage in digital marketing without incurring large costs. This is Joe's Pitch or Big Why. MO = Help people market effectively in all channels PS = Raise awareness about the importance of digital marketing in the not-for-profit sector PL = Be seen as an authority in the not-for-profit sector, in the field of digital marketing. Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Examples: Joe wants to help the not-for-profit sector engage in digital marketing without incurring large costs. Joe's posts must support, teach to, or learn from one of his categories. Joe's posts must also include something from The Pitch. Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Examples: Joe's posting schedule goes something like this: MO, MO, PS, MO, MO, PS, MO, MO, PL, MO. Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Examples: 1. Marketing channels available for not for profits. 2. How to use email in your marketing mix. Now the formula kicks in. Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Examples: 3. Three ways not-for-profits benefit (Pitch) from using the email channel (1) in marketing (2). 4. How to build a marketing mix (2) that maximises (Pitch) benefits (3) 5. Cost benefits (Pitch) of a limited marketing mix (4) using email as a case study (3). Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy If they get too close, throw in more of elements from your Pitch, to increase the growth rate. th th Joe's 4 and 5 posts were starting to feel claustrophobic. These were: Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy 4. How to build a marketing mix (2) that maximises (Pitch) benefits (3) And 5. Cost benefits (Pitch) of a limited marketing mix (4) using email as a case study (3). Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Remember Joe's Pitch was : ...to help the not-for-profit sector engage in digital marketing without incurring large costs. Hashtag: #PixieSessions
  • From Posting Ratio to Editorial Strategy Therefore, posts 4 and 5 can become: 4. Low-cost (Pitch) email marketing (2) that maximises (Pitch) benefits (3). 5. How to assess (Pitch) the performance (3) of your marketing mix (email case study) (4). Hashtag: #PixieSessions
  • Brain hurting yet? There are reasons why your brain hurts. ● It takes effort ● It takes time ● Mapping is hard, but travelling is easy ● Key things about putting in the effort Hashtag: #PixieSessions
  • A word about measurement We don't have time to look at this, but: ● Growth requires perfect environs – – Planning – ● Direction – ● Relevance Consistency Between start & audit you must be consistent. Before you audit, define which measurement you're looking at. Hashtag: #PixieSessions
  • A word about measurement Success looks like a Golden Ratio. ● Target 1.62% growth ● Look weekly if posting daily ● Look monthly if posting weekly ● Look yearly if posting less often Hashtag: #PixieSessions
  • Proof in the Pudding In October 2013 we looked at Adam Montoya (aka SeaNanners), a gameplay commentator. In his Facebook feed we found: Narrated gameplay : 54% (13 of 25 posts) Personal promotion : 32% (8 of 25 posts) Other entertaining content : 16% (4 of 25) Hashtag: #PixieSessions
  • Proof in the Pudding Let's split the numbers. 52 / 1.62 = 32 32 / 1.62 = 19 13 / 1.62 = 8 8 / 1.62 = 5. GR says number of posts = 32, 19, 13, 8, 5. Actual posts ? : 4, 8, 13 Variance: 1, 0, 0 Hashtag: #PixieSessions
  • Proof in the Pudding Variance and considerations in this one example. ● ● ● ● SeaNanners isn't working to a Golden Spiral Strategy We can't see the pitch or growth factor We could call it natural variation because its use is instinctive Even when ratios are planned, you need to expect natural variation in your results, because that's life. How much? 2-3% or 2-5% depending on your posting schedule. Hashtag: #PixieSessions