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Publish or Perish 2.0; a practical,tactical approach to social media           Todd Lohenry           e1evation, llc
1/11/2012   Publish or Perish 2.0   2
The killer question?    How can I    extend/expand my    current marketing    strategy to    include/leverage    social me...
1/11/2012   Publish or Perish 2.0   4
1/11/2012   Publish or Perish 2.0   5
1/11/2012   Publish or Perish 2.0   6
1/11/2012   Publish or Perish 2.0   7
1/11/2012   Publish or Perish 2.0   8
One minute Dana VanDen Heuvel1/11/2012    Publish or Perish 2.0   9
Thinkers vs. thought leadersThinker                             Thought leader  Has as a point                       Has a...
Public point of view            …leads to            share of voice              …leads to share              of mind     ...
What is a thought leader?    “According to Wikipedia, ‘a thought leader… is a futurist or    person who is recognized amon...
Ponder this…      “If you can’t be found by      Google, you don’t exist”                                           Chris ...
1/11/2012   Publish or Perish 2.0   14
“Simplicity is      the ultimate      SophiStication.”      Leonardo da Vinci1/11/2012   Publish or Perish 2.0   15
“Simplicity is      the ultimate      SophiStication.”      Leonardo da Vinci1/11/2012   Publish or Perish 2.0   16
1/11/2012   Publish or Perish 2.0   17
1/11/2012   Publish or Perish 2.0   18
Key components            •Who are you?Branding    •What do you do?            •What do you think?Content     •How do you ...
Branding1/11/2012    Publish or Perish 2.0   20
You have to be fascinating!• The purpose of social media is “to establish  yourself as a fascinating subject-matter expert...
Hubspot says…    “Each thoughtful post on your blog is a public    demonstration of your thought leadership,    personal i...
;-)1/11/2012   Publish or Perish 2.0   23
Traditional journalism1/11/2012           Publish or Perish 2.0   24
‘Bionic’ journalism    “No longer is the algorithm in charge.    Human curators have become    essential software. What em...
The new publishing      “Publishing used to require access to a printing press, and      as a result the act of publishing...
1/11/2012   Publish or Perish 2.0   27
The Age of Opportunity    We are living in the middle of the    largest increase in expressive    capability in the histor...
The age of trusted networks1/11/2012             Publish or Perish 2.0   29
Always be curating1/11/2012         Publish or Perish 2.0   30
What is curation?“Content curation and aggregation can be defined as a highlyproactive and selective approach to finding, ...
What is a good curator?      “A good curator is somebody who is able to separate art from junk,” he      says. “You go to ...
Curation is not…      “Collecting recipes isn’t cooking in a restaurant -      - you need to make a few dishes of your own...
1/11/2012   Publish or Perish 2.0   35
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Publish or Perish 2.0

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Content marketing for thought leadership in the academic space.

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  • Why should I even consider it in the first place?
  • “Speech is easy; being heard is hard and getting harder, because computers can’t distinguish between data and ideas. Or between human intellect and aggregated text and links. This lack of esthetic intelligence in a tsunami of data changes the game…
  • It’s everything…
  • Why bother? Tons of reasons. It’s a big, big web out there. There are literally billions of sites, millions of blogs, and more video being uploaded per minute to YouTube and tweets being tweeted than you could watch or read in a lifetime. The problem isn’t enough content. It’s knowing what content actually merits time and attention. “The problem isn’t enough content. It’s knowing what content actually merits time and attention.” More and more, people rely on trusted sources—friends, family, brands, companies, experts, you name it—to keep them informed, educated, and even amused.
  • Transcript of "Publish or Perish 2.0"

    1. 1. Publish or Perish 2.0; a practical,tactical approach to social media Todd Lohenry e1evation, llc
    2. 2. 1/11/2012 Publish or Perish 2.0 2
    3. 3. The killer question? How can I extend/expand my current marketing strategy to include/leverage social media and still get home for supper?1/11/2012 Publish or Perish 2.0 3
    4. 4. 1/11/2012 Publish or Perish 2.0 4
    5. 5. 1/11/2012 Publish or Perish 2.0 5
    6. 6. 1/11/2012 Publish or Perish 2.0 6
    7. 7. 1/11/2012 Publish or Perish 2.0 7
    8. 8. 1/11/2012 Publish or Perish 2.0 8
    9. 9. One minute Dana VanDen Heuvel1/11/2012 Publish or Perish 2.0 9
    10. 10. Thinkers vs. thought leadersThinker Thought leader Has as a point Has a point of of view view Point of view Point of view is ‘private’ is ‘public’1/11/2012 Publish or Perish 2.0 10
    11. 11. Public point of view …leads to share of voice …leads to share of mind …leads to share of market1/11/2012 Publish or Perish 2.0 11
    12. 12. What is a thought leader? “According to Wikipedia, ‘a thought leader… is a futurist or person who is recognized among their peers and mentors for innovative ideas and demonstrates the confidence to promote or share those ideas as actionable distilled insights.’” Gibbins-Klein, Mindy (2009-09-01). 24 Carat BOLD: The Standard for REAL Thought Leaders (Kindle Locations 97- 99). Ecademy Press. Kindle Edition.1/11/2012 Publish or Perish 2.0 12
    13. 13. Ponder this… “If you can’t be found by Google, you don’t exist” Chris Brogan1/11/2012 Publish or Perish 2.0 13
    14. 14. 1/11/2012 Publish or Perish 2.0 14
    15. 15. “Simplicity is the ultimate SophiStication.” Leonardo da Vinci1/11/2012 Publish or Perish 2.0 15
    16. 16. “Simplicity is the ultimate SophiStication.” Leonardo da Vinci1/11/2012 Publish or Perish 2.0 16
    17. 17. 1/11/2012 Publish or Perish 2.0 17
    18. 18. 1/11/2012 Publish or Perish 2.0 18
    19. 19. Key components •Who are you?Branding •What do you do? •What do you think?Content •How do you express it?1/11/2012 Publish or Perish 2.0 19
    20. 20. Branding1/11/2012 Publish or Perish 2.0 20
    21. 21. You have to be fascinating!• The purpose of social media is “to establish yourself as a fascinating subject-matter expert.”• “It’s all about finding good stories, videos, and blog posts about your subject and providing links to these sources.”• “The test for your social media efforts is whether people find what you post so fascinating that they retweet it.” Guy Kawasaki1/11/2012 Publish or Perish 2.0 21
    22. 22. Hubspot says… “Each thoughtful post on your blog is a public demonstration of your thought leadership, personal integrity, humor, and professional insights. You don’t have to refute one of Einstein’s theories to get respect.”1/11/2012 Publish or Perish 2.0 22
    23. 23. ;-)1/11/2012 Publish or Perish 2.0 23
    24. 24. Traditional journalism1/11/2012 Publish or Perish 2.0 24
    25. 25. ‘Bionic’ journalism “No longer is the algorithm in charge. Human curators have become essential software. What emerges is new human and computer collaboration. It’s what former New York Times technology writer and AOL editorial director Saul Hansell calls bionic journalism—a cyborg creature that is part man, part machine. A massive gathering engine that finds, sorts, organizes, and then hands aggregated information to a human for a final review and editorial approval.” Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World Where Consumers are Creators (Kindle Locations 393-399). McGraw-Hill. Kindle Edition.1/11/2012 Publish or Perish 2.0 25
    26. 26. The new publishing “Publishing used to require access to a printing press, and as a result the act of publishing something was limited to a tiny fraction of the population, and reaching a population outside a geographically limited area was even more restricted. Now, once a user connects to the internet, he has access to a platform that is at once global and free. It isn’t just that our communications tools are cheaper; they are also better.” Shirky, Clay (2009-02-24). Here Comes Everybody: The Power of Organizing Without Organizations (p. 77). Penguin Group. Kindle Edition.1/11/2012 Publish or Perish 2.0 26
    27. 27. 1/11/2012 Publish or Perish 2.0 27
    28. 28. The Age of Opportunity We are living in the middle of the largest increase in expressive capability in the history of the human race. More people can communicate more things to more people than has ever been possible in the past, and the size and speed of this increase, from under one million participants to over one billion in a generation, makes the change unprecedented, even considered against the background of previous revolutions in communications tools. Shirky, Clay (2009-02-24). Here Comes Everybody: The Power of Organizing Without Organizations (p. 106). Penguin Group. Kindle Edition.1/11/2012 Publish or Perish 2.0 28
    29. 29. The age of trusted networks1/11/2012 Publish or Perish 2.0 29
    30. 30. Always be curating1/11/2012 Publish or Perish 2.0 30
    31. 31. What is curation?“Content curation and aggregation can be defined as a highlyproactive and selective approach to finding, collecting,organizing, presenting, sharing, and displaying digital contentaround predefined sets of criteria and subject matter to appealto a target audience. It’s become essential not only to marketingand branding, but to journalism, reporting, and social media—often, it’s a mashup of all these different and disparatechannels.”Lieb, Rebecca (2011-10-14). Content Marketing: Think Like aPublisher - How to Use Content to Market Online and in SocialMedia (Kindle Locations 975-984). Pearson Education (US).Kindle Edition.1/11/2012 Publish or Perish 2.0 31
    32. 32. What is a good curator? “A good curator is somebody who is able to separate art from junk,” he says. “You go to a great museum in New York City, my finger paintings are not there. But a Monet is there. Somebody is able to look at that with a discerning eye and say this is going to fit the tone of our audience, the tone of our museum, and our budget. They make a decision; say they’re putting together an exhibition. That’s what a curator does.” In fact, Rubel, whose official title at Edelman is senior vice president, director of insights, says he sees himself as a curator for his clients. Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World Where Consumers are Creators (Kindle Locations 2284-2288). McGraw-Hill. Kindle Edition.1/11/2012 Publish or Perish 2.0 32
    33. 33. Curation is not… “Collecting recipes isn’t cooking in a restaurant - - you need to make a few dishes of your own.” Chris Brogan Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World Where Consumers are Creators (Kindle Locations 2257- 2258). McGraw-Hill. Kindle Edition.1/11/2012 Publish or Perish 2.0 33
    34. 34. 1/11/2012 Publish or Perish 2.0 35
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