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7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Platforms Like Youtube + Slideshare

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I recently learned people weren't picking their media platforms wisely (or using them at all).

I knew people picked tools poorly, so I’m not sure why I was surprised.

These were people I’d assumed would know how to choose.

So then I realized, that’s the problem I’m experiencing with Listly.

If more people got media, more people would get Listly.

Hence the idea for this deck was born.

I’ve also found it valuable to recap + retell things you’ve already told.

Complex ideas get easier to tell as you seek out the perfect metaphor.

There’ no doubt media is complex + someone needs to make it simpler

Published in: Marketing, Technology
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7 Big Cheese Marketing Secrets for People who Want to Master Digital Media Platforms Like Youtube + Slideshare

  1. 1. 7 BIG cHEESE DIGITAL Marketing Secrets @NickKellet Cofounder @Listly How to get more from SlideShare, YouTube & other media platforms
  2. 2. Choose! How big’s your cheese? XS S M L XL XXL XXXL
  3. 3. WANT A SLICE? a bigger Slice? Imagewikimedia to be a big cheese?
  4. 4. Many Ways to become a Big cheese What’s your strategy Content/ Body of work Media / Technology Expertise Time / the grind Earned Media Reviews PR Paid Media Adverts Connections/ Networking Backchannel
  5. 5. THIS DECK explains ….. How to get consumed more! Imagereedwade Media / Technology Expertise
  6. 6. How will you Imagewikimedia Become a big media cheese?
  7. 7. Media Cheese comes in six flavors Videos Podcasts (Audio) Slides numbered Lists (Listicles) Docs/ Text Posts Infographic/ Photos
  8. 8. Are they the same? I SAY No ContentMedia
  9. 9. How & WHAT = How = what we consume ContentMedia
  10. 10. Media vs Content Media is more granular. it’s also plumbing - It’s how content travels + spreads We can consume the same content via different media (watch video, skim a list) Content can consist of a collection of media ContentMedia
  11. 11. Eg Hybrid Media Media X as Media Y
  12. 12. FROM HOW + WHAT TO WHY Why do you get more ENGAGEMENT? MORELESS >>>
  13. 13. More ENGAGEMENT? six types of more Likes Comments Contribution embeds Shares Views
  14. 14. Being Effective Are your assumptions flawed? Mine were! Assumption: People understand media Reality: Few go beyond basic use The Web is a Machine = { People + Technology } To be effective: Play the machine for all it’s worth (most don’t even see the machine). I’ve found many SlideShare , YouTube & Podcast users don’t know the real “why”. A missed opportunity for them, a problem for me/Listly. This deck explains key elements of the digital media machine. Follow these secrets to become a pro.
  15. 15. my story I’m co-founder @Listly I took my last company to exit in 2.5 years (to BOBJ now SAP). I published a Board Game, winning 20+ awards + selling 80k+ copies globally. I was crowdsourcing before the term was coined. I experiment daily with all forms of media. I’m writing a book. ImageDahul
  16. 16. first Lesson Don’t assume people’s baseline knowledge. Telling your story without strong insight of your audience’s baseline knowledge is highly ineffective (it’s not always obvious). It’s hard to be too simple. Less is always more. Assume less Imagehooverine
  17. 17. Example By assuming people understood media, I was being ineffective. People can’t see Listly’s value if they don’t know why they cherish Slideshare + YouTube. What flawed assumptions are you making? YOUTUBE VALUE
  18. 18. HOoks/ Metaphors We learn + communicate via metaphors. Movie “X” is like movie with a “Z” Hang your idea on the right hook (or metaphor). Long form communication is dead. = Starting Points for learning Imagestriatic
  19. 19. Like YouTube But for lists Like JAWS but in the … When you pick the thing you are like, people better know that thing. To explain “Listly is YouTube for lists” only works if people really get YouTube. Be careful your hook is not a distraction.
  20. 20. BigGER Cheese? Why do you use YouTube? This deck explains why media platforms like Listly, YouTube & Slideshare are effective. Get the digital machine + you’ll likely get Listly (making my task easier).
  21. 21. 1 Embeds get more views Earned Media2 more SHARES Shared Media3 more PeoplE media platforms4 lazY LINGO SOCIAL Media5 Search isn’t just google SEARCH SITES6 1% Rule 1:9:90 Self service7 Blogs: silo not Solo owned media
  22. 22. Blogs: silo not Solo Blogs are ineffective in isolation. Using just blogs is bad (+ getting worse). Times have changed. Create media (slides, videos, podcasts, images, lists), instead of authoring blog content alone. You lose nothing if you then embed this media on your blog ( owned media ). Winners leverage media networks owned Media1
  23. 23. Blogs: silo not Solo owned Media1 ImageSPINSUCKS/@GAPINGVOID
  24. 24. Embeds get more views Embeddable Media gets you more views (small “chunks” are easier + more enticing to embed) It’s like borrowing other blogs audiences! • Great content gets embedded • People write about it • Media Platforms were built for embedding • Embedded content is great on Mobile too It’s called earned media Earned Media2
  25. 25. Are you leveraging all FOUR forms of DIGITAL MEDIA Are you missing out on free exposure + new customers? Self Hosted Content Integrated STRATEGY OWNED blog OWNED embeds EARNED & PAID search EARNED embeds vs Views (customers) SOCIAL search Embeds get more views Earned Media2
  26. 26. more SHARES We consume via recommendation. Sharing is a collaborative act, a filter. SHARING IS ALSO SOCIAL CAPITAL - KUDOS. Sharing videos, images & listicles is simple + rewarding. Twitter, Facebook, LinkedIn etc make media more accessible (i.e. playable / viewable inline). This is shared media Shared Media3
  27. 27. more PeoplE Media platforms make it easy to share, like, comment + contribute. Removing friction makes content social, thereby involving more people. media platforms4
  28. 28. Social Media is a lazy lingo, blending two distinct ideas. Social Networks : 4 main networks ( facebook, TWitter, LInkedin & Google+) Here content revolves around people. Media Platforms : Slides, Videos, Podcasts etc make it easy to consume, share, contribute & create media. Here people revolve around content. SOCIAL Media 1 2 lazY lingo5
  29. 29. SOCIAL NETWORKS MEDIA PLATFORMS Content revolves around people People revolve around Content lazY lingo SOCIAL Media5
  30. 30. Search isn't just google You get more views via destination search sites Each media platform is a destination search site. e.g. YouTube is 2nd biggest search site. People go there to find stuff. Google.com is less dominant than we think. Understanding how we search matters. SEARCH SITES6
  31. 31. LIKE an orchestra Combine all the elements to MAXIMIZE impact Social Ads FACEBOOK Prints Ads Outdoor / BILLBoards TV/ Radio ADS Sponsors / Product PLACEMENT Company Blog Email List / Newsletter Owned Media Sites Help Desk/ Docs Lead forms Guest Posts Reviews/ Ratings UGC Media Coverage Curated LISTS (Mentions) Linkedin Twitter, G+ Pinterest, Scoopit PAPERLI REBELMOUSE Listly, Slideshare, SOUNDCLOUD Instagram, YouTube Vine LINKS Social Shares Webinars Landing Pages DIRECT SALES Search Ads ORGANIC SEARCH REFERRALS COLLABORATIVE SHARING TRIBERr GAGGLEAMP AFFILIATEs Search isn't just google SEARCH SITES6
  32. 32. 1% Rule 1:9:90 1% create, 9% contribute, 90% consume Brands need to focus on the passive consumer & tipping them to become a contributor. Lurkers rule the self service economy. Media Platforms enable both 1:9:90 + P.O.E.M. (paid, owned & earned media). Self service7
  33. 33. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 YOUTUBE SCRIBD SLIDESHARE SOUNDCLOUD LISTLY INSTAGRAM FLICKR VINE Platforms make it easier to manage your media & for others to embed & share it too MEDIA PLATFORMS EMERGE: FlickR Et al 2004 onward
  34. 34. What’s your biggest cheese? Imagewikimedia Which of your media gets most views?
  35. 35. Total Views Content Name THE LOVE CONNECTION: How to create content .. Twitter Bootstrap Alternatives 28.3k 76.5k 1.9k 0.9k The Origins "ReGifting" 47.5k 33k Platform Slideshare Listly YouTube Embed Views Here’s My biggest cheeses to-date Content performs uniqely on each platform
  36. 36. Views EmbedsFansBody of Work 50+ 500+ 200k 540k 1600 1600 100 1000 % Embeds 25% 45% Platform Slideshare Listly Stats from my body of works You can only learn what works by experimenting a body of work builds a body of words, helping you get found. Views via embeds not on your blog are earned media
  37. 37. Not Familiar with POEM? You should Be! Big Cheese = POEM MAESTRO!
  38. 38. 6 DEcks on POEM I think + write a lot about marketing, the digital media landscape + Lurking
  39. 39. 1 Embeds get more views Earned Media2 more SHARES Shared Media3 more PeoplE media platforms4 lazY LINGO SOCIAL Media5 Search isn’t just google SEARCH SITES6 1% Rule 1:9:90 Self service7 Blogs: silo not Solo owned media Is your team onto POEM (Paid,Owned & EARNED Media)? THis Deck puts “POEM” in context of digital media
  40. 40. You should use Media Platforms because: ๏ Blogs are great, but media works in parallel to build your audience. Blogs are not effective in isolation. MEDia boosts your exposure. ๏ Media Platforms remove fiction + get you more views, shares + embeds. ๏ Media Platforms help you leverage P.O.E.M ๏ Videos, slides, lists etc lower the bar. They are easier to find, consume, share + reuse. ๏ Failing to embrace Media Platforms just adds fiction & stops you getting found elsewhere. RECAP Are you missing out? Why Media
  41. 41. NEED more DATA? Click on this Image I BENCHMARKED SOME OF MY BEST CONTENT
  42. 42. MORE TRAFFIC DATA Click below Media platforms rank highly on alexa.com
  43. 43. Back Story I recently learned people weren't picking their media platforms wisely (or using them at all). I knew people picked tools poorly, so I’m not sure why I was surprised. These were people I’d assumed would know how to choose. So then I realized, that’s the problem I’m experiencing with Listly. If more people got media, more people would get Listly. Hence the idea for this deck was born. I’ve also found it valuable to recap + retell things you’ve already told. Complex ideas get easier to tell as you seek out the perfect metaphor. There’ no doubt media is complex + someone needs to make it simpler Pacifico Festivo Impact Label Muli Rough Draft STORY FONTS
  44. 44. What Next? Join #lurkerchat Tuesdays 10:00am PST Follow on Slideshare/ Twitter/LinkedIn Read Listly blog Check out Listly Like / share my slides share your media experiences

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