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Embed Me. 5 Ways Your Brand is Losing Media Share (Blogs have Changed)

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Do you really understand the depth of the way Digital Media works.

via multiple conversations with many people I've found that while many people seem to use the right tools, few really know why. Their choices were happy accidents.

Published in: Marketing, Social Media
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
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  • @Todd Lyden You blog (Owned Media) can and should contain and be designed to contain elements of Embedded Media. We do this in many cases for Slides & Videos) , but many don't really get why. That's what this deck is seeking to explain. Why"? Because if you just use your blog (without embedded media) you are working alone and missing out on the value, traffic and traction of media sites like SS, YT, Listly, Soundcloud, Instagram etc
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  • @Todd Lyden Owned Media is your blog (which is a part of Paid, Owned & Earned Media - Per the Acronym "POEM"). I've proposed a different model "SCOPE" (Shared Media, "Social" Media, Collaboration, Owned, Paid and Earned). I did this becaause in my view Social Media is two things. Social Networks & Media Platforms (Slides, Videos, Podcasts, Lists, Images). This is the "Media" I'm taking about.
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  • Nick, what was is the difference in your mind between "your media" and a blog(posts)
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  • Great to see this made "Top Slides of the Day"
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Embed Me. 5 Ways Your Brand is Losing Media Share (Blogs have Changed)

  1. 1 4 5 32 FIVE WAYS YOUR BRAND IS LOSING MEDIA SHARE #SMSECRETS
  2. MORPHING MODERN MEDIA
  3. OWNED MEDIA The role of Digital Media & Blog’s has evolved. If your content only resides on your blog you are losing out. Attention & eyeballs have moved. NO1
  4. MEDIA SHARING Slideshare, YouTube, Listly Soundcloud, & Instagram are all examples of Media Platforms. They make your media easier for others to find, share & embed. NO2
  5. Earned media is the evolution of PR. Earned media used to require people writing about you. Now people can simply embed your media. Media can be earned media, e.g. slides, videos, lists, graphics etc (not as obvious as it sounds). EARNED MEDIA NO3
  6. Owned media is not your only source of organic discovery. Every mention, guest post, link or share is free earned search traffic for your brand. EARNED search NO4
  7. We don’t just Google for stuff today. We search on specialist media sites to meet our own unique learning styles/needs. eg Instagram, Slideshare, YouTube & Listly. These are sometimes called “Destination Search Sites”. YouTube is the No2 search engine globally (& it’s a media platform). This is not new! Media search NO5
  8. I’d strongly suggest you explore & study two things: • POEM • SCOPE. I cover some of the elements of SCOPE in this deck. (shared, social, owned & earned media). S C OP E POEM AND SCOPE these two decks will give you a good start
  9. INTEGRATEDSTRATEGY vs OWNED MEDIA MEDIA SEARCH EARNED SEARCH OWNED MEDIA EARNED MEDIA MEDIA SHARING BLOGSILOSTRATEGY MEDIA GAP + + + +
  10. vs BLOG SILOS ARE NO LONGER EFFECTIVE MEDIA SEARCH EARNED SEARCH EARNED MEDIA MEDIA SHARING OWNED MEDIA OWNED MEDIA REACH blogs & Media DIGITAL MEDIA S UNFAIR ADVANTAGE blogs ‘
  11. OWNED MEDIA MEDIA SHARING MEDIA SEARCH EARNED MEDIA EARNED SEARCH
  12. REAL MEDIA METRICS
  13. REAL METRICS FOR SLIDES videos, Lists, INFOGRAPHICs & PODCASTS The next few slides use real content to quantify the impact of Media Platforms. I cite my content on platforms that I use. I’ve used fun / famous examples on platforms where I’m not active. (eg Vine). I am co-founder of Listly, so have access to additional data. Eg I know 50% of all views on Listly are via embedded lists. I made this deck because I’ve learned few people really appreciate the way digital media really works.
  14. Eg Slides The 34% of the 17k total views came from other sources than Slideshare: embeds, search/social etc A blog alone would not achieve this. These elements feed off each other and in part that’s the magic of Media Platforms. 17k VIEWS SlideShare LINK
  15. Eg Slides The 34% of the 16k total views came from embedded media. 30 Embeds in total. Other people’s blogs are more effective than yours. You need to let go and utilize media in every post. Note: 265 downloads. That’s dark social at work. You don’t know where that got shared. 16k VIEWS SlideShare LINK. Highlights Embeds/Views michaelqtodd.com - 1151 scoop.it - 809 linkedin.com770 webershandwick.net - 719 twitter.com - 455 intuit.ca- 397 blog.list.ly - 261 contentjam.com - 199 42medien.de - 118 rebelmouse.com - 104 news.google.com - 44 storify.com - 13 pinterest.com - 11 m4marketinghits.com - 3
  16. Eg Videos Embedding accounted for 66% of this video’s 51k views. This is proof that MEDIA and BLOGS trump MEDIA or BLOGS Media and blog work best together. 51k VIEWS YouTube Link
  17. Eg Videos Here’s one clip with some amazing metrics. • 1.6m likes • 11.2m loops • 1.4m revines That action is not happening unless you use a Media Platform. That’s one funny look! I’m not sure you can track embeds vs views on Vine. 11.2m Loops Vine Link.
  18. Eg LISTs 81% of this list’s 3.3k views came from embedded views. You can’t plan or guarantee earned media, but you can enable it. 3.3k VIEWS LISTly LINK #1 Listly
  19. Eg LISTs 60% of this list’s 8k views came multiple embeds. Media can be embedded in curation platforms such as scoop.it , Paper.li, rebelmouse.com etc 8k VIEWS Listly Link #2 Listly
  20. Eg LISTs 50% of this list’s 166k views are via multiple embeds. If you are not not using media, you are missing out. Great quality content will get found, but not always on your blog. A search on YouTube or Slideshare won’t find your blog, it could find your content. 166k VIEWS Listly Link #3 Listly
  21. Eg Images Just to prove a point (and not to convey any form of Presidential approval), I thought I’d share this image because it’s had so many views! More proof of the power of Media Platforms. 2.4m VIEWS Flickr Link Flickr images are easy to embed
  22. Eg Images Just to prove every record can be broken here’s Kim Kardashian’s Wedding snap with 2.4 million likes. That means it got a lot more views! Based on 1:9:90, it’s likely had 20+ million views (on Instagram alone). 2.4M LIKES Instagram Link Instagram images are similarly easy to embed
  23. Eg Images I believe Visual.ly has a premium product to track the metrics of embeds. I assume this graphic was embedded on multiple blogs in order to reach 1m views. 1M views Visual.ly Link Visually images are similarly easy to embed
  24. Eg Audio/ PODCASTs Soundcloud lets the owner hide metrics on Pro Accounts (only the owner can view their embed metrics). We can see it was re-shared by 11 people to their following. We can only see it’s had 3.2k views, we just don’t know the split between Soundcloud & embeds. 3.2k VIEWS SoundCloud Link
  25. Some Thoughts on Podcasting Podcasting is highly fragmented. Unlike slides & video where there is a clear leader. Podcasting Metrics are less meaningful as people often consume via iTunes or download the file. More fragmentation. With Podcasting getting found is even more critical. The only way to discover a podcast is via text via blogs that share/embed & recommend specific podcasts. Unlike Soundcloud, Libsyn is not a “Destination Search” site. Libsyn is a big player, but their focus on providing value in authoring tools and on selling subscription content. You can also checkout Audioboom, Sketcher, TuneIn & Blogtalk Radio. I keep meaning to go & dig deep into podcasting. It feels very complex & wildly misunderstood.
  26. Platforms make it easier to manage your media Media is EASIER to embed & share 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 YOUTUBE SCRIBD SLIDESHARE SOUNDCLOUD LISTLY INSTAGRAM FLICKR VINE There’s 5 types of media platforms have emerged since 2004
  27. via QuickBooks / INTUIT Traction & Trafic Media Platforms get a lot traffic. Global rankings shown are via Alexa. How, why and where we search have changed. The question is have you adapted your content authoring accordingly. Likely not.
  28. THE MEDIA MACHINE
  29. MEDIA & THE Genius of the and
  30. BLOGS AND MEDIA Trump blogs OR MEDIA
  31. TRAFFIC COMES VIA multiple means YOU CAN’T PREDICT Leverage MEDIA, OR YOU MISS OUT
  32. create a body of work to experience the true value of media platforms
  33. Media platforms (slides, videos, lists, graphics audio) behave in similar ways
  34. QUESTIONS FOR YOU
  35. ARE YOU TOO FOCUSSED ON YOUR BLOG?
  36. ARE YOU MINDFUL OF HOW PEOPLE SEARCH TODAY?
  37. WHY is ORGANIC SEARCH VIA EARNED MEDIA different?
  38. DID YOU KNOW EMBEDDABLE MEDIA CAN BE EARNED MEDIA?
  39. is your media easy to share & embed?
  40. STEPS TO MEDIA MASTERY
  41. To win at digital, put media first. Treat media as the building blocks. Create your blog from embeddable digital media assets (Slides, Videos, Lists etc) Blogging becomes an act of re-assembly & curation. Next STEPS
  42. Make lists on Listly, Slides on Slideshare & Videos on YouTube. Why? Because digital media has changed. Attention has shifted from blogs to Media Networks. Simple Actions
  43. Explore POEM and my decks on SCOPE. Understanding the Digital Media machine will make you more effective. READ MORe
  44. You can’t learn from the sidelines. You need to get into the game & commit. Don’t begin if you don’t intend to persist. You will fail if you dabble. TRY OR Fail?
  45. You need to create a body of slides, videos, lists etc in order to master the media. Beyond mastery, a body of work establishes your position as an authority in your domain. BODYY OF WORK
  46. Follow me on Twitter. Invite me to connect on Linkedin. Come try Listly. Follow me on Slideshare and like my slides. Send me an email. Let’s connect

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