…more video is uploaded to YouTube in one month than the three major US networks created in sixty years
…400 tweets per minute contain links to YouTube videos
The cloverleaf includes four different kinds of media,each with distinct characteristics and rules of engagement, but also connected to, influenced by, and dependent upon one other. As brand and corporate storytellers, we need to consider these dynamics and target all four types: Traditional, Hybrid, Social and Owned, employing various strategies to tell and amplify a story across all four “leaves.” It means evolving how we think, plan and measure earned media, taking a more holistic and integrated approach. At the center of the cloverleaf sit Search, and Content. A robust content plan (using video, images, infographics, slidehows, etc.) has to be part of every media strategy. And readily available search tools should be used to understand what people are looking for, and togenerate insights that can help shape our stories and ensure that they are discovered, and shared. Effective transmedia storytelling in this environment means synchronizinghow, when, and where we tell a story, in order to drive maximum coverage, conversation and reverberation. Ideally, the work we do in each leaf has a multiplier effect, boosting overall visibility and results well beyond what a more linear media strategy could deliver. Let’s look at each of the “leaves” more closely.
Finally, there’s the profound impact of Search. Not too long ago, most stories had a relatively short shelf life. Thanks to “Search Engine Results” pages (or SERPs), a good – or bad – story can last forever. We’ll talk more about search in a few minutes.
The first is that, although media choices are infinite, attention remains finite. Think about how many media outlets you interact with on a typical day. The time we spend with those outlets is increasingly limited, too. The average user spends under 20 seconds on a web page and they only read 20% of that page. What's more, 57% will never return to that page again. So even as content and channels proliferate, our time and attention remain stubbornly limited. Tablets and smartphones don't make this easier; those experiences tend to be more immersive and the users are generally more mission-oriented. Pair that insight with Edelman’s own research that suggests that people need to see or hear something 3-5 times before they believe it, and the communication challenge can feel daunting, indeed. (Think of this as the “3 to 5 x 4” mandate: how to tell the story three to five times across four screens?)
But here’s something else that hasn’t changed: we’re suckers for a good story! Whether it’s delivered online or offline, in a YouTube video or a a Hollywood blockbuster, as a corporate saga or a more intimate narrative, we’re all drawn to the well-told story with memorable characters and unexpected plot twists, conflict and resolution. As marketers and communicators in a digital age, let’s not lose sight of that.
• 2,122,120 people in Ireland have a Facebook account. 49% say they use the site daily• YouTube gets 1.1 million hits per day in Ireland• More Than 550,000 Irish LinkedIn users• 11% of Irish adults (15+) say they have a Twitter account
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Some Wise Words From Seth GodinI spread your idea because…• I care about the outcome and want you to succeed• It’s funny and laughing alone is no fun• I’m angry and I want to enlist others in my outrage• You asked me to and it’s hard to say no to you• I care about someone and this idea will make them happier or healthier
Twitter1. Be Interested And Interesting2. Have A Call To Action With A Specific Outcome3. People Love Numbers4. Provide A Reward5. Connect With Media6. Build A Tool Based On Twitter’s Characteristics
Facebook1. Stick To One Page2. Make Sure It’s Easy To Find You3. Encourage People To Share Your Status4. Exploit Images As Part Of New Timeline Design5. Make Sure To Review Your Results
YouTube1. Keep It Short And Snappy With A Clear Call To Action2. What Content Works 1. Animals 2. Kids 3. Parodies 4. Infographics3. Investigate The Non Profit Program www.youtube.com/nonprofits4. Use Annotations
IMPERATIVES FOR REAL AND VALUABLE SOCIAL ENGAGEMENT Trust In Everything And Everyone Is Down Across The Globe – 1 BE REAL AND TRANSPARENT PROVIDE A CONSISTENT STREAM OF VALUABLE CONTENT: 2 When, Where And How They Want It 3 BE SOCIAL: Encourage And Inspire Users To Take “Social Actions” 4 GIVE VIP TREATMENT – Fans And Followers Can’t Be Treated As Impressions 5 CREATE SEAMLESS NAVIGATION, UNIQUE CHANNEL MISSIONS AND CROSS-PROMOTE24
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