Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Shift Communications Todd Defron


Published on

Gravity Summit at Harvard: Shift Communications

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Shift Communications Todd Defron

  1. 1. Social Media Changes Everything Todd Defren, SHIFT Communications Gravity Summit, Boston
  2. 2. Old Way: Media Relations
  3. 3. New Way: Public Relations
  4. 4. Mainstream Media Coverage Requires Heroic Efforts <ul><li>Traditional media struggling to survive </li></ul><ul><li>Fewer reporters = more competition for coverage </li></ul><ul><li>Traffic trumps everything </li></ul>
  5. 5. Now It’s a Free-For-All Communication Collaboration Collaborative Controlled Conversation Participation Public Relations Public Relations Public Relations Advertising Advertising Advertising original source: Richard Edelman Conversational Communication Controlled Communication Conversational Collaboration Controlled Collaboration
  6. 7. sees everything, so… and,
  8. 9. PR Today? <ul><li>“ (PR is) about frequently distributing relevant content via the right channels, to boost credibility and findability ” </li></ul><ul><li>How frequently is frequently ? Every day. </li></ul><ul><li>What’s relevant ? What the community positively responds to. </li></ul><ul><li>Types of content ? Video, releases, widgets, podcasts, etc. </li></ul><ul><li>Right channels? Where are your prospects? Go there. </li></ul><ul><li>Credibility ? PR accounts for over 20% of brand value* </li></ul><ul><li>Findability ? Welcome to the World Wide Web… </li></ul><ul><li>*Context Analytics research </li></ul>
  9. 10. How Do Today’s Buyers Find You? And:
  10. 11. Got Examples? <ul><li>Vast in-house video library </li></ul><ul><li>repurposed </li></ul><ul><li>themed </li></ul><ul><li>calendarized </li></ul><ul><li>promoted </li></ul><ul><li>Average 1,000 views/video </li></ul><ul><li>Top videos achieved over </li></ul><ul><li>200,000 views </li></ul><ul><li>Embedded up to 5X on avg </li></ul>
  11. 12. <ul><li>Go Narrow – Go Deep </li></ul><ul><ul><li>Focus on Social Networks with most impact </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Yahoo Answers </li></ul></ul></ul><ul><ul><ul><li>Amazon </li></ul></ul></ul><ul><ul><li>Structured Twitter approach led to a 50% increase in followers </li></ul></ul><ul><ul><li>7,000 tax questions answered on Yahoo </li></ul></ul><ul><ul><li>100’s of attendees at nationwide tax tweetups </li></ul></ul><ul><ul><li>Digits content re-purposed and published across blogosphere & mainstream publications </li></ul></ul><ul><ul><li>Big boost in Amazon sales of TAXCUT software </li></ul></ul>Got Examples?
  12. 13. Got Examples? <ul><li>Results: </li></ul><ul><ul><li>5,000 users embellished friends’ photos </li></ul></ul><ul><ul><li>Dozens of follow-on articles and blog posts led to a banner year for Movember </li></ul></ul><ul><li>Strategy: </li></ul><ul><ul><li>Reach out directly to users – bypassing media – by creating a Facebook app allowing users to “‘stache” their friends’ profiles </li></ul></ul>How do you get young people to care about Prostate Cancer?
  13. 14. Social Media: It’s A Lot Like Fishing <ul><li>Don’t try to use every shiny lure </li></ul><ul><ul><li>What are prospects looking for? Where are they? </li></ul></ul><ul><li>Wherever the fish are, swim with them not against them </li></ul><ul><ul><li>Don’t spam the Wall or Discussion Forums in a relevant FB Group. Try reaching out to the Group Admins. </li></ul></ul><ul><li>Don’t bore the fish </li></ul><ul><ul><li>When was the last time you watched a 10 min. YouTube video? How many 30 min. podcasts do you listen to? </li></ul></ul><ul><li>Don’t overfeed the fish </li></ul><ul><ul><li>No one wants to hear from you 20X a day </li></ul></ul><ul><li>Don’t bring a lawyer into the rowboat </li></ul><ul><ul><li>Avoid playing with worms </li></ul></ul>
  14. 15. Conclusions <ul><li>Mass Media is in decline </li></ul><ul><li>You can find, listen to & interact </li></ul><ul><li>with prospects online </li></ul><ul><li>You can reach the masses with </li></ul><ul><li>your own content, bypassing MSM </li></ul><ul><ul><li>Cheaply! </li></ul></ul><ul><ul><li>Where they are already hanging out </li></ul></ul><ul><li>If folks like your content, they’ll </li></ul><ul><li>pass it along, with their kudos </li></ul><ul><li>This approach makes you credible </li></ul><ul><li>and findable by prospects </li></ul>
  15. 16. <ul><li>Inventor of Social Media Release </li></ul><ul><li>Agency of the Year (07) </li></ul><ul><li>New Media Agency of the Year (08) </li></ul><ul><li>85 employees (BOS, SF, NY) </li></ul>
  16. 17. Thank You! Todd Defren @tdefren on Twitter [email_address] 415-591-8423 or 617-779-1853