The Infosnacker's Guide to the Galaxy Embracing Short Form, Ephemeral and Realtime Content Strategies
Don’t panic and carry a towel. Winners are grabbing your attention with less content: short form video, textified images, listlicles, audio soundbites and infographics.
Discover tools and techniques to master short-form media in all the different digital formats. Words, videos and audio all have their long forms, but short and snappy wins today. Learn how to start short to earn longer bursts of attention.
Masterfully design content that’s repurpose-ready for omni-channel transformation. Speak to different types of learners. Learn tools to tell your story in snack-size bites for the full spectrum of media. Embrace your content graph and snacker thinking. Nothing is impossible, just highly improbable.
#LAVACON2014 #content #strategy #event
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Infosnackers Guide to the Galaxy: Embracing Short Form, Ephemeral & Realtime Content - LAVACON2014
1. The Infosnacker's
Guide to the Galaxy
Embracing Short Form,
Ephemeral &
Realtime Content
@nickkellet / @listly #lavacon
2. Listly
My Story
• I’m experimenting on SOCIAL CONTENT at LISTLY.
REPLACE
• I practice what I preach. I iterate. It WORKS.
• We’re HELPING here:
• Speed to author, Ease of sharing, SERP, collaboration
(Social Lists) , Curate/Moderate, Embeds, Responsive
HTML5 (mobile content),deep Wordpress Integration,
Javascript for non Wordpress
• Gaps / FUTURE direction:
• Authoring app, API, automation, smart sorting ,
more CMS integrations
• My life is a content EXPERIMENT
• Join in, I COLLABORATE
3. Listly
1. Framing : Fads & Trends
2. 7 Media Types
REPLACE
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
4. Listly
CONTENT OBJECTIVES
• Is your content supposed to earn links
REPLACE
for SEO?
• Will it be shared across social?
• Or does it just be an end point and
solve a problem?
• I’ll explore processes on how that can
be taken in house
5. Listly
FRAMING the opportunity
REPLACE SHORT FORM, EPHEMERAL & REALTIME
Where do they exist?
!
Market
Product
Feature
History of Search
!
!
!
!
!
!
!
Many players
one winner
!
Yahoo & Microsoft saw
FEATURE
!
Google
!
Saw MARKET
6. Listly
Creativity from opposites
REPLACE
Short
form
Long
form
Brevity Ephemeral
Now Later
Short
term
Long
term
Alone Together
Synchronicity Collaboration
7. Listly
Fricton DRIVES Fresh thinking
REPLACE
Real
Time
Private Public
Slow
Changing
Anonymous Static
Openness Content Evolution
8. Listly
Short Form is an ART
REPLACE Finite ATTENTION
• Earn Incremental CHUNKS
• Permission is bite-sized
• Context helps
SERIAL, EPISODE, THEME
• Little & often
• People leak like balloons
• How many touches does it
takes to create a loyal
customer?
Lesson: Game Rules
Time
Value
Building trust bite by bite
9. Listly
REALTIME needs TEaMWORK
REPLACE OREO / SUPERBOWL
Lightening catcher
From GUTENBERG to REALTIME
• Publish ONCE is dead
• We author like GUTENBERG
COLLABORATE in REALTIME
• Curating / moderating is fast & simple
• Content needs LIFECYCLE management
• Stories EVOLVE. Why is content STATIC?
• Build CONTENT like LEGO
10. Listly
Think FOCUS NOT “Ephemeral”
REPLACE Focus
• One Blog Post vs Many
• One Slide vs Many
Urgency / Sparsity
• Disney: Limited Release Video
• Groupon: Expiring Discount
• Facebook: College by College
Action / Reward
• Ephemeral is a motivator not a fad
Single Slide Decks
11. Listly
1. Framing : Fads & Trends
2. 7 Media TYPES
REPLACE
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
12. Listly
finite List: 7 MEDIA TYPEs
REPLACE
Exception: 3D print : touchable media, smellivision
13. Listly
SOCiAL & MEDIA NOT SOCIAL MEDIA
REPLACE
SOCIAL
NETWORKS
MEDIA
PLATFORMS
(aka content
networks)
Time
14. Listly
THE Shift FROM HOST TO EMBED
REPLACE A MODEL emerged for MEDIA PLATFORMS
YOUTUBE
VINE
INSTAGRAM
SOUNDCLOUD
SLIDESHARE
SCRIBD
LISTLY
FLICKR
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
15. Listly
MEDIA NETWORKS : Amplification
1. Embeds = REPLACE
EARNED media
2. Destination
SEARCH
Engines
3. Metrics &
Social Proof
4. Network
Effect
Self Hosted
Content
EARNED
embeds
SEARCH
Media
Networks
OWNED
Blog
OWNED
embeds
vs
Views
16. Listly
New Rules: Engagement EARNS views
REPLACE VIEWS or ENGAGEMENT?
Like
EMBED
Sharing
VIEWS
COMMENT
SOCIAL FEEDS Rolling Eyes VS BEATING Hearts
18. Listly
TIME TO AUTHOR VaRIEs by Media
REPLACE This matters when you
commit to build a
BODY OF WORK
19. Listly
Analysis: 3500 Posts / 130 Blogs
REPLACE
Lists 30%/ 98%
Audio 5% / 30%
Slides 3% / 40%
Graphics 20% / 81%
Video 15% / 80%
%age of blogs using media 100%
30%
%age
of posts
using
media
0%
via Content Audit Analysis
20. Listly
POEM SHOCK
REPLACE CONSUMERS don’t differentiate
between “PAID, OWNED &
EARNED”
Source - @Jowyang -
web-strategist.com
!
- CONTENT is now SOCIAL
- COLLABORATIVE age
- LURKERS have power in 1 : 9 : 90
!
POEM > SCOPE
Shared/Social, Collaboration
Owned, Paid & Earned
$ PAID
BRAND
$ EARNEd
$ OWNEd
21. Listly
REPLACE
BUILD Your EMPIRE
Company
Blog
SOCIAL
ADS
TWITTER
FACEBOOK
re-TARGETED
ADs
Slideshare
Pinterest
G+
YOUTUBE
landing
pages
LINKEDIN
Downloaded
assets
LEAD
FORMS
Webinars
Reviews
Organic
SEarch
Listly
sponsored
posts
Media
coverage
Local
content
Social
mentions
Social
Shares Curated
mentions
EMAIL
HELP
DESK
Search
UGC ADS
30. Listly
1. Framing : Fads & Trends
2. 7 Media TYPES
REPLACE
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
31. Listly
REPLACE
CONTENT Centric?
MEDIA PLATFORMS
offers innovators a
new strategy to be
CONTENT CENTRIC
Most brands have
more SOCIAL than
CONTENT connections
(i.e. SOCIAL CENTRIC)
Where does your
BRAND have more
followers ?
CONTENT
CENTRIC
CONNECTION
CENTRIC VS
33. Listly
REPLACE
CONNECTION CENTRIC
Gary Vaynerchuk
Twitter 1.0m
Facebook 173k
Linkedin 329k
G+ 2.1m
vs
Vine - 24,6k
YouTube 46k
Instagram 44k
Soundcloud 713k
Slideshare 3.6k
3.6m 831.2k
CONNECTION Vs CONTENT
Gary
34. Listly
1. Framing : Fads & Trends
2. 7 Media TYPES
REPLACE
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
35. Listly
SCALE: FROM 1 TO MANY
REPLACE Collaborative
AUTHORING
!
Collaborative
PROMOTION
!
Consumer SHARING
& USER GEN CONTENT
VS
VS
VS
36. Listly
Find, READ, Share & Publish
REPLACE ALONE or TOGETHER?
Are YOU adopting
COLLABORATION?
integrated model for Find, READ, SHARE & PUBLISH
37. Listly
SELLING TO SELF-SERVE
REPLACE THE 1% RULE 1:9 :90
SELF-SERVE = LURKING
Less TECHNOLOGY, more
PSYCHOLOGY
HABIT / BEHAVIOUR is king
Power resides BRANDS
that earn/ own
ATTENTION
1% CREATE
9% CURATE
90% CONSUME
THE ENGAGEMENT FUNNEL
38. Listly
PEOPLE WANT SOCIAL CONTENT
REPLACE Beyond commenting
• Instagram > CREATORS
• Pinterest > CURATORS
• Reddit / Yelp / Listly >
RATERS / RANKERS
People expect to be
SOCIAL with CONTENT
“BAND” on STAGE
OWNED PAID EARNED
THE AUDIENCE
VS
1st CLASS CONTRIBUTOR
EVERYONE CAN HAVE AN
EQUAL ROLE ON STAGE
39. Listly
1. Framing : Fads & Trends
2. 7 Media TYPES
REPLACE
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
40. Listly
TOOLs to Mastery
REPLACE We need more MASTERY
SCOPE / HYBRID help your why
Pick TOOLS / PLATFORMS that
cross-amplify
Build competency via a BODY
OF WORK - exponentially
better
Embrace PLATFORM CULTURE:
find the Nash Griers
Tyre
Kicker
Tool
Master
Single Body of
Work
VS
VS
41. Listly
Design for ReUSE
REPLACE Design for
SHAREABILITY
• Many ways to SHARE
• TEXT & message
trees first
Exploit HYBRID MEDIA
Wicked Title
Big IDEA #1
BIG IDEA #2
BIG IDEA #3
47. Listly
REPLACE
Brand Value
Connection
Centric
Content
Centric
Utility :
Solve Problems
Relationship :
Build Connections
Social
Content
Paid
Exposure
Owned
Media
Properties
Earned
Media
Exposure
Communities:
Curators &
Collaborators
Target
Persona
(Strangers)
Customers
Fans,
Influencers &
Sceptics
Vs
BRAND = x x x
VALUE