An evening with Todd Defren at Coopr #AEW13

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Op 12 december 2013 hield Todd Defren, de uitvinden van de Social Media News Release en CEO van Shift Communications een talk in Rotterdam bij PR Coopr over een nieuwe moderne kijk op earned en converged media.

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An evening with Todd Defren at Coopr #AEW13

  1. 1. SOCIAL MEDIA BROKE PR (AND HOW TO FIX IT) Todd Defren Chief Executive Officer
  2. 2. #aew13 @SHIFTcomm @TDefren HOLLAND IS A BEAUTIFUL COUNTRY…
  3. 3. WHAT WERE WE THINKING? 3
  4. 4. WHAT WERE WE THINKING? 4
  5. 5. AGENCY OVERVIEW BOSTON 115 PROFESSIONALS NEW YORK SAN FRANCISCO ESOP TECH & EMPLOYEE STOCK OWNERSHIP PLAN CONSUMER SHIFT is among the top 5 firms that “will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing.” VOTED 5 2013 SMALL AGENCY OF THE 2012 YEAR DIGITAL/SOCIAL AGENCY OF THE YEAR “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
  6. 6. RELEVANT EXPERIENCE 6
  7. 7. “CLAIM TO FAME” 7
  8. 8. TIME TO RE-THINK EVERYTHING 8
  9. 9. The life of a marketer...
  10. 10. Audience “We need a lot of people to know about us…” Leads “…So they can consider our products/services” Sales Evangelists “…And ultimately make a purchase!” “…Hopefully they’ll be happy and tell friends!”
  11. 11. 11 The Marketer’s Dilemma
  12. 12. In the OLD DAYS…
  13. 13. New media broke media models
  14. 14. New media broke media models
  15. 15. New media broke media models
  16. 16. Treat everyone like the media. Because everyone is the media.
  17. 17. Redefining Media Owned Earned Paid
  18. 18. Media Blog, Website Owned House email list Social media accounts “We are awesome!”
  19. 19. Media We paid to say We are awesome! Advertisements Paid content Paid Syndication Sponsored social Sponsored email
  20. 20. Media Editorial placements Earned Bylines Social posts They said we are awesome!
  21. 21. Where is Shared?
  22. 22. “Shared media” does not exist.
  23. 23. Shared is intangible
  24. 24. Sharing transforms every form of media into earned media
  25. 25. The success of media is defined not by its content, but by its spread
  26. 26. You want these core behaviors Voting Engagement Like +1 Favorite Pin It Endorse Comment Reply Engage Click Sharing Share Forward Retweet Send Email
  27. 27. Audience building starts with Search
  28. 28. The stuff is worth less
  29. 29. What you do with stuff is worth more
  30. 30. What you do with stuff is worth more
  31. 31. Search is evolving
  32. 32. “Findability” is as much about who knows you as what you’re searching for...
  33. 33. Algorithm common grounds RELEVANCE CONTENT TIMELINESS “Does it matter?” “Is it any good?” “Is it up-to-date?”
  34. 34. RELEVANCE CONTENT TIMELINESS By satisfying these needs…
  35. 35. …We get the desired behaviors Voting Engagement Like +1 Favorite Pin to Top Endorse Comment Reply Engage Click Sharing Share Forward Retweet Send Email
  36. 36. Content that motivates the behaviors we want also satisfies the search engines
  37. 37. The Earned Media Hub Strategy 37
  38. 38. 38 Do you have the right tools and methods?
  39. 39. 39 Do you have guidelines for your brand?
  40. 40. 40 What’s been done, and what’s your spin?
  41. 41. 41 What content will you create? What formats? Will the channels effect the formats?
  42. 42. 42 Do you have access to earned media channels that matter? Can you motivate sharing behaviors?
  43. 43. 43 Are all owned media channels appropriate & ready to go?
  44. 44. 44 Do you have budget and targets?
  45. 45. The Earned Media Hub Strategy 45
  46. 46. Case Study Walkthrough
  47. 47. What people and machines like RELEVANCE CONTENT TIMELINESS
  48. 48. What will get our behaviors?
  49. 49. What’s been done?
  50. 50. Creative Connected Dedicated Ballsy 50 Smart Positive Honorable What content matches up with our values?
  51. 51. Values tell you what kinds of media and content you cannot create.
  52. 52. 53 1 year ago: infrastructure (Fail Whale) 6 mos. ago: product dev (Bluefin integration) 3 mos. ago: monetization technologies, API dev 2014: international growth, Android, ad-tech
  53. 53. The 3L rule of great content: “laugh, learn, love it, or junk it.”
  54. 54. 55
  55. 55. 56
  56. 56. 57
  57. 57. 58
  58. 58. 59
  59. 59. 60
  60. 60. 61
  61. 61. 62
  62. 62. Measuring the results
  63. 63. 64
  64. 64. 65
  65. 65. 66
  66. 66. 67
  67. 67. 68
  68. 68. NEED MORE PROOF? 1/4/12 – 4/12/13 Reach Clicks +04% Clicks Conversions -02% Conversion rate +75% +05% Likes Conversion rate +75% Clicks +04% +04% Talking +56% Conversions +02% Views +75% +75% Views Views +75% +04% 69 MEDIA BUYS Display ads Tweets +75% Following +75% Followers +75% Listed +75% Favorites $1B B2B CLIENT +75%
  69. 69. Earned, owned, and paid extend the life of your content -and hard work.
  70. 70. Focus less on “stuff,” focus more on what you want people to do with your stuff.
  71. 71. Stay in touch! tdefren@shiftcomm.com www.shiftcomm.com shiftcomm.com/t 72 shiftcomm.com/f shiftcomm.com/l shiftcomm.com/g
  72. 72. THANK YOU!

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