How Social Media Broke PR (and how to fix it)

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How Social Media Broke PR (and how to fix it). A keynote I gave at Social Media Strategies Summit.

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How Social Media Broke PR (and how to fix it)

  1. 1. How Social Media Broke PR (and how to fix it) Christopher S. Penn Vice President, Marketing Technology
  2. 2. Who is SHIFT?
  3. 3. #SMSsummit @shiftcomm
  4. 4. shiftcomm.com/keynote
  5. 5. Audience Leads Sales Evangelists Thelifeofamarketer
  6. 6. Audience Leads Sales Evangelists Marketing
  7. 7. Audience Leads Sales Evangelists Marketing Sales
  8. 8. Audience Leads Sales Evangelists Marketing Sales Service
  9. 9. TheMarketer’sDilemma
  10. 10. WheredoesNEW comefrom?Audience Leads Sales Evangelists
  11. 11. Audience Leads Sales Evangelists MediaandPR Marketing Sales Service
  12. 12. Intheolddays...
  13. 13. Newmediabrokemediamodels
  14. 14. We must treat everyone like the media because everyone is the media. shiftcomm.com/keynote
  15. 15. Earned Owned Paid RedefiningMedia
  16. 16. Media Blog Website Emaillist Socialmediaaccounts Owned
  17. 17. Media Advertisements Paidcontent Syndication Sponsoredsocial Paid
  18. 18. Media Editorialplacements Bylines Retweets Reshares Newsstories Earned
  19. 19. Media Weareawesome! Owned
  20. 20. Media Wepaidtosay Weareawesome! Paid
  21. 21. Media Theysaidweare awesome! Earned
  22. 22. Whereisshared?
  23. 23. ‘Shared media’ does not exist. shiftcomm.com/keynote
  24. 24. Sharedisintangible
  25. 25. Earned Owned Paid Sharedisabehavior
  26. 26. Earned Paid Sharedisabehavior
  27. 27. Earned Sharedisabehavior
  28. 28. Sharedisabehavior
  29. 29. Sharing transforms every form of media into earned media. shiftcomm.com/keynote
  30. 30. Sharedisnottheonlybehavior
  31. 31. Sharedisnottheonlybehavior
  32. 32. Sharedisnottheonlybehavior
  33. 33. Media is defined not by what it is, but what we do with it. shiftcomm.com/keynote
  34. 34. Whatcanyoudo? Voting Engagement Sharing
  35. 35. 3CoreBehaviors Voting Engagement Sharing Like +1 Favorite PintoTop Endorse
  36. 36. 3CoreBehaviors Voting Engagement Sharing Like +1 Favorite PintoTop Endorse Comment Reply Engage Click
  37. 37. 3CoreBehaviors Voting Engagement Sharing Like +1 Favorite PintoTop Endorse Comment Reply Engage Click Share Forward Retweet Send Email
  38. 38. Youwantthesecorebehaviors Voting Engagement Sharing Like +1 Favorite PintoTop Endorse Comment Reply Engage Click Share Forward Retweet Send Email
  39. 39. Why do they matter?
  40. 40. Audiencebuildingstartshere
  41. 41. Thestuffisworthless
  42. 42. Whatyoudowithstuffisworthmore
  43. 43. Whatyoudowithstuffisworthmore
  44. 44. Searchisevolving
  45. 45. Getting found is as much about who knows you as what you’re searching for. shiftcomm.com/keynote
  46. 46. Algorithmcommongrounds Relevance Content Timeliness
  47. 47. Relevance QDR Affinity Content Timeliness Algorithmcommongrounds
  48. 48. Relevance QDR Affinity Content QDD Weight Timeliness Algorithmcommongrounds
  49. 49. Relevance QDR Affinity Content QDD Weight Timeliness QDF Decay Algorithmcommongrounds
  50. 50. You control...
  51. 51. Whatyoucancontrol Relevance QDR Affinity Content QDD Weight Timeliness QDF Decay Frequency
  52. 52. Relevance QDR Affinity Content QDD Weight Media Timeliness QDF Decay Frequency Whatyoucancontrol
  53. 53. Relevance QDR Affinity Behavior Content QDD Weight Media Timeliness QDF Decay Frequency Whatyoucancontrol
  54. 54. Content that creates the behaviors we want also satisfies search engines. shiftcomm.com/keynote
  55. 55. Voting Engagement Sharing Like +1 Favorite PintoTop Endorse Comment Reply Engage Click Share Forward Retweet Send Email Howdowegetthesebehaviors?
  56. 56. Bysatisfyingtheseneeds Relevance Content Timeliness
  57. 57. Owned Paid TheEarnedMediaHubStrategy Earned Creative Content Message Research
  58. 58. Case Study Walkthrough
  59. 59. Whatpeopleandmachineslike Relevance Content Timeliness
  60. 60. Whatwillgetourbehaviors? Research
  61. 61. What’sbeendone? Research
  62. 62. Message Research Creative Connected Dedicated Ballsy Smart Positive Honorable
  63. 63. Values tell you what kinds of media and content you cannot create. shiftcomm.com/keynote
  64. 64. Creative Message Research
  65. 65. Creative Message Research
  66. 66. Creative Content Message Research
  67. 67. The 3L rule of great content: laugh, learn, love it, or else it’s bad content. shiftcomm.com/keynote
  68. 68. Owned Paid Earned Creative Content Message Research
  69. 69. Owned
  70. 70. Earned
  71. 71. Earned
  72. 72. Paid
  73. 73. Paid
  74. 74. Paid
  75. 75. Paid
  76. 76. Owned Paid Earned Creative Content Message Research Whereitbreaks
  77. 77. Measuring the results
  78. 78. Didwegetthesecorebehaviors? Voting Engagement Sharing Like +1 Favorite PintoTop Endorse Comment Reply Engage Click Share Forward Retweet Send Email
  79. 79. Audience Didwegetmore
  80. 80. Audience Thisishowwegetmore
  81. 81. Audience Leads Sales Evangelists Marketing Sales Service
  82. 82. Earned, owned, and paid extend the life of your content and hard work. shiftcomm.com/keynote
  83. 83. Search, social, and media are converging rapidly. Plan accordingly. shiftcomm.com/keynote
  84. 84. Focus less on stuff, more on what you want people to do with your stuff. shiftcomm.com/keynote
  85. 85. SHIFT Happens www.shiftcomm.com/subscribe
  86. 86. Stay in touch shiftcomm.com/t shiftcomm.com/f shiftcomm.com/l shiftcomm.com/g www.shiftcomm.com 617-779-1800
  87. 87. Thank you!

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