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How Social Media Broke PR
(and how to fix it)
Christopher S. Penn
Vice President, Marketing Technology
Who is SHIFT?
#SMSsummit
@shiftcomm
shiftcomm.com/keynote
Audience
Leads
Sales
Evangelists
Thelifeofamarketer
Audience
Leads
Sales
Evangelists
Marketing
Audience
Leads
Sales
Evangelists
Marketing
Sales
Audience
Leads
Sales
Evangelists
Marketing
Sales
Service
TheMarketer’sDilemma
WheredoesNEW
comefrom?Audience
Leads
Sales
Evangelists
Audience
Leads
Sales
Evangelists
MediaandPR
Marketing
Sales
Service
Intheolddays...
Newmediabrokemediamodels
We must treat everyone
like the media because
everyone is the media.
shiftcomm.com/keynote
Earned
Owned
Paid
RedefiningMedia
Media
Blog
Website
Emaillist
Socialmediaaccounts
Owned
Media
Advertisements
Paidcontent
Syndication
Sponsoredsocial
Paid
Media
Editorialplacements
Bylines
Retweets
Reshares
Newsstories
Earned
Media
Weareawesome!
Owned
Media
Wepaidtosay
Weareawesome!
Paid
Media
Theysaidweare
awesome!
Earned
Whereisshared?
‘Shared media’ does not
exist.
shiftcomm.com/keynote
Sharedisintangible
Earned
Owned
Paid
Sharedisabehavior
Earned
Paid
Sharedisabehavior
Earned
Sharedisabehavior
Sharedisabehavior
Sharing transforms every
form of media into
earned media.
shiftcomm.com/keynote
Sharedisnottheonlybehavior
Sharedisnottheonlybehavior
Sharedisnottheonlybehavior
Media is defined not by
what it is, but what we do
with it.
shiftcomm.com/keynote
Whatcanyoudo?
Voting Engagement Sharing
3CoreBehaviors
Voting Engagement Sharing
Like
+1
Favorite
PintoTop
Endorse
3CoreBehaviors
Voting Engagement Sharing
Like
+1
Favorite
PintoTop
Endorse
Comment
Reply
Engage
Click
3CoreBehaviors
Voting Engagement Sharing
Like
+1
Favorite
PintoTop
Endorse
Comment
Reply
Engage
Click
Share
Forward
Retwee...
Youwantthesecorebehaviors
Voting Engagement Sharing
Like
+1
Favorite
PintoTop
Endorse
Comment
Reply
Engage
Click
Share
For...
Why do they matter?
Audiencebuildingstartshere
Thestuffisworthless
Whatyoudowithstuffisworthmore
Whatyoudowithstuffisworthmore
Searchisevolving
Getting found is as much
about who knows you as
what you’re searching for.
shiftcomm.com/keynote
Algorithmcommongrounds
Relevance Content Timeliness
Relevance
QDR
Affinity
Content Timeliness
Algorithmcommongrounds
Relevance
QDR
Affinity
Content
QDD
Weight
Timeliness
Algorithmcommongrounds
Relevance
QDR
Affinity
Content
QDD
Weight
Timeliness
QDF
Decay
Algorithmcommongrounds
You control...
Whatyoucancontrol
Relevance
QDR
Affinity
Content
QDD
Weight
Timeliness
QDF
Decay
Frequency
Relevance
QDR
Affinity
Content
QDD
Weight
Media
Timeliness
QDF
Decay
Frequency
Whatyoucancontrol
Relevance
QDR
Affinity
Behavior
Content
QDD
Weight
Media
Timeliness
QDF
Decay
Frequency
Whatyoucancontrol
Content that creates the
behaviors we want also
satisfies search engines.
shiftcomm.com/keynote
Voting Engagement Sharing
Like
+1
Favorite
PintoTop
Endorse
Comment
Reply
Engage
Click
Share
Forward
Retweet
Send
Email
Ho...
Bysatisfyingtheseneeds
Relevance Content Timeliness
Owned
Paid
TheEarnedMediaHubStrategy
Earned
Creative
Content
Message
Research
Case Study Walkthrough
Whatpeopleandmachineslike
Relevance Content Timeliness
Whatwillgetourbehaviors?
Research
What’sbeendone?
Research
Message
Research
Creative
Connected
Dedicated
Ballsy
Smart
Positive
Honorable
Values tell you what kinds
of media and content you
cannot create.
shiftcomm.com/keynote
Creative
Message
Research
Creative
Message
Research
Creative
Content
Message
Research
The 3L rule of great
content: laugh, learn, love
it, or else it’s bad content.
shiftcomm.com/keynote
Owned
Paid
Earned
Creative
Content
Message
Research
Owned
Earned
Earned
Paid
Paid
Paid
Paid
Owned
Paid
Earned
Creative
Content
Message
Research
Whereitbreaks
Measuring the results
Didwegetthesecorebehaviors?
Voting Engagement Sharing
Like
+1
Favorite
PintoTop
Endorse
Comment
Reply
Engage
Click
Share
F...
Audience
Didwegetmore
Audience
Thisishowwegetmore
Audience
Leads
Sales
Evangelists
Marketing
Sales
Service
Earned, owned, and paid
extend the life of your
content and hard work.
shiftcomm.com/keynote
Search, social, and media
are converging rapidly.
Plan accordingly.
shiftcomm.com/keynote
Focus less on stuff, more
on what you want people
to do with your stuff.
shiftcomm.com/keynote
SHIFT Happens
www.shiftcomm.com/subscribe
Stay in touch
shiftcomm.com/t
shiftcomm.com/f
shiftcomm.com/l
shiftcomm.com/g
www.shiftcomm.com
617-779-1800
Thank you!
How Social Media Broke PR (and how to fix it)
How Social Media Broke PR (and how to fix it)
How Social Media Broke PR (and how to fix it)
How Social Media Broke PR (and how to fix it)
How Social Media Broke PR (and how to fix it)
How Social Media Broke PR (and how to fix it)
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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.

Published in: Business, Technology

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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