SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape.

SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape.
3 Shocks 11 Shifts 5 Infograpics 7 Questions POEM = PAID OWNED EARNEd Media SCOPE IS THE NEW POEM Making Sense of EMERGING MEDIA
POEM: A REALITY CHECK Listly PAID OWNED EARNED MEDIA POEM’s core conveys pre-SOCIAL values POEM is 3 things, not 4 (3 forms of MEDIA) We’ve evolved beyond PAID, OWNED & EARNED CONTENT has become SOCIAL, which is widely misunderstood (more on that soon) The COLLABORATIVE age is upon us LURKERS & 1 : 9 : 90 are a defining force That’s why we need to drop POEM & adopt SCOPE. POEM communicates old ideas
3 shocks Listly 1. CONSUMERS don’t differentiate between “PAID, OWNED & EARNED”, so why are marketers segmented by different departments & separate agencies? Source 2. EXPERTS live by POEM. Many don’t yet know the term. Where are YOU in POEM ADOPTION? 3. The DIGISCAPE is evolving with the EMERGENCE / CONVERGENCE of “SOCIAL MEDIA”. No model truly categorizes SOCIAL (People) & CONTENT (Media) PAID OWNED EARNED Shares/Social Collaboration Owned Paid Earned
11 SHIFTS Listly CONTENT to HYBRID MEDIA HOST to EMBED SOCIAL MEDIA to SOCIAL CONTENT SOCIAL TO CONTENT LED ALONE to TOGETHER COMMENT to CREATE SELLING to SELF SERVICE FREE to PAID CREATE to LIFECYCLE EARNED to DUBIOUS TOOLS to MASTERY
CONTENT to HYBRID MEDIA 1/4 Listly HYBRID MEDIA is a model BRANDS can use to MAXIMIZE creative REACH
CONTENT to HYBRID MEDIA Listly Six HYBRID MEDIA examples LISTS as SLIDES LISTS as TEXT VIDEOS as TEXT TEXT as IMAGES VIDEOS as LISTS IMAGES as SLIDES 2/4
CONTENT to HYBRID MEDIA 3/4 Listly 7 bonus “MEDIA” TYPES. just MEDIA LISTS
CONTENT to HYBRID MEDIA 4/4 Listly Unified HYBRID MEDIA model 42 HYBRID types plus 7 Meta MEDIA types
HOST TO EMBED Listly Today “SOCIAL MEDIA” means two things: 1. SOCIAL NETWORKS : Facebook,Twitter, Linkedin & G+ 2. SOCIAL CONTENT : Create, curate, share & embed via MEDIA PLATFORMS like YouTube , Pinterest etc Few appreciate this distinction, but it exists 1/4 SOCIAL NETWORKS MEDIA PLATFORMS (aka content networks)
Listly HOST TO EMBED 2/4 A common PATTERN/MODEL emerged for DIGITAL MEDIA to be MANAGED with specialist PLATFORMS YOUTUBE INSTAGRAM SOUNDCLOUD SLIDESHARE SCRIBD LISTLY FLICKR 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Listly from HOST TO EMBED 3/4 YouTube & Slideshare have PROVED the value of EMBEDDING. Their MODEL now applies to all forms of MEDIA MEDIA PLATFORMS make it easier for other to share, distribute & extend your CONTENT in the CONTEXT of their OWNED media. MEDIA PLATFORMS makes it easier to earn EARNED MEDIA
HOST TO EMBED Listly Who uses Lists? 4/4 Who uses Graphics? 57% of POSTS 20% of POSTS 98% of BLOGS 81% of BLOGS Who users Audio? Who uses Video? 5% of posts 15% of posts 30% of blogs Who uses Slides? 3% of posts 78% of blogs 40% of blogs via analysis of 3500+ POSTS across 130 BLOGS
SOCIAL MEDIA TO SOCIAL CONTENT 1/2 Listly SOCIAL CONTENT is really three distinct components They are each Shared Links worth EXPLORING Curated Content Managed Media
Listly SOCIAL MEDIA TO SOCIAL CONTENT 2/2 Shared Links Managed Media Curated Content Scoopit Paperli Storify Listly Pinterest Rebelmouse Social Networks: G+, Facebook Linkedin, Twitter Sourcing: Reddit, Digg Delicious, StumbleUpon Collaboration: EmpireAve, Triberr, Listly Platforms: Buffer, Hootsuite, Tweetdeck Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly, Ranker Audio: Soundcloud, Audioboo, etc Text/Docs: Scribd, Blogs, Pulse, Medium etc Shared Links Curated Content Managed Media
SOCIAL TO CONTENT LED 1/4 Listly CONTENT NETWORKS 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 CONNECTION VS CONTENT followers ? CENTRIC CENTRIC
SOCIAL TO CONTENT LED Listly Nash Grier CONTENT CENTRIC Twitter 3.4m Facebook 2.2m vs Vine - 9.5M YouTube 3.6m Instagram 6.7m 19.8m 5.6m CONNECTION Vs CONTENT Nash 2/4
SOCIAL TO CONTENT LED Listly Gary Vaynerchuk CONNECTION CENTRIC 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 3/4
SOCIAL TO CONTENT LED Listly Compare their SOCIAL + CONTENT GRAPHS Gary Vaynerchuk 4.4m 19.8m 3.6m 831.2k 5.6m Nash Grier 25.4m VS + + CONNECTION CENTRIC Vs CONTENT CENTRIC 4/4
ALONE TO TOGETHER Listly We’ve acquired & absorbed CONTENT creation skills. COLLABORATION is the next frontier Focus is shifting to combine AMPLIFICATION & PROMOTION (via collaboration) to get more from a brand’s media COLLABORATION touches Content AUTHORING Content DISTRIBUTION Content SHARING Content CROWDSOURCING & UGC VS VS VS 1/5
ALONE TO TOGETHER Listly We’re shifting our focus from CONTENT to COLLABORATION (just maturity) How do we FIND, READ, WRITE & PUBLISH? Where are YOU in working TOGETHER or ALONE? 2/5
ALONE TO TOGETHER Listly Who do YOU COLLABORATE with? Look up & down your VALUE CHAIN Involve people, be HELPFUL & GENEROUS LEAD & others will FOLLOW 3/5
ALONE TO TOGETHER 4/5 Listly 11 types of TOOLS/PLATFORMS that help
ALONE TO TOGETHER 5/5 Listly An INTEGRATED MODEL
Comment to CREATE Listly In the beginning, audiences were happy to COMMENT & LIKE Consumers are shifting from COMMENTING to CONTRIBUTING & SHARING Instagram turned us into CREATORS ( & half decent photographers) Pinterest turned us into CURATORS & COLLECTORS Reddit. Rotten Tomatoes & Yelp turned us into RATERS & RANKERS People expect to be SOCIAL with CONTENT THE OLD POEM “BAND” on STAGE MODEL OWNED PAID EARNED THE AUDIENCE NEW SOCIAL / COLLABORATIVE MODEL EVERYONE CAN HAVE AN EQUAL ROLE ON STAGE
Listly SELLING TO SELF-SERVE 1/2 THE 1% RULE is the norm. 1:9 :90 Consumers have moved to SELF-SERVICE & as such can remain anonymous LURKERS Less about TECHNOLOGY, more PSYCHOLOGY (gamification) HABIT is the new black BEHAVIOUR is king Power resides with the ATTENTION owner 1% CREATE 9% CREATE 90% CONSUME THE ENGAGEMENT FUNNEL
Listly SELLING TO SELF-SERVE 2/2 Practically, each person can only CREATE 1% of the time. A BRAND can own 100% or 0% of that time. It’s NOT evenly distributed. You NEED to be WORTHY to WIN 1% CREATE 9% CREATE 90% CONSUME THE ENGAGEMENT FUNNEL
FrEE TO PAID Listly Facebook became PAY to PLAY, renting access to TARGET PERSONA $ = Facebook shifted from being EARNED MEDIA to being a PAID MEDIA platform TARGET PERSONA
CREATE TO LIFECYCLE Listly We manage PRODUCTS via a product life cycle - a PLC MODEL) Why not CONTENT? Today we are too focussed on launching our next post/video etc. We need to think about BEFORE, DURING & AFTER launch of each major CONTENT deliverable 1/2
CREATE TO LIFECYCLE Listly Three types of TRAFFIC 1. LAUNCH/PROMOTION Promoted traffic (by you and others at launch and over time 2. NEWS JACKING (No SERP exists) When a CONTENT CREATOR snags Page PG 1 for hot search terms (NEWS EVENTS) 3. ORGANIC SEARCH When great content becomes anchored in Google it can be a great DAILY TRAFFIC SOURCE 2/2 work to build content value over time
EARNed to dubious Listly OWNED EARNED DUBIOUS EARNED / OWNED is an emerging GONGSHOW (ripe for exploitation/misuse) When you don’t know PEOPLE & convey VALUE/ INFLUENCE, it works In that case EARNED is EARNED Beyond that it’s DUBIOUS & heading toward reciprocity. The new backlink. MY OWNED = YOUR EARNED
TOOLs to Mastery Listly We don’t need more TOOLS, we need more MASTERY VS STRATEGIES & MODELS like SCOPE Tool Tool to help choose your TOOLS Kicker Master Pick TOOLS / PLATFORMS that Content cross-amplify & work well Experiment inside SCOPE VS Build deep competency in the TOOLS / PLATFORMS you adopt, Body of Work by building a body of work
NO MORe SHIFTs Listly LET’s DRILL INTO SCOPE
REPLACE POEM Listly Shared /Social Collaboration Owned Paid Earned S C O P E
ENOUGH WORDS. Time FOR INFOGRAPHICS! Listly Media Matrix Content vs Connection Fusion Role of 1:9:90
PAID OWNED EARNED SOCIAL via SCOPE LENS Listly
MEDIA MATRIX Listly
ThE INTERSECTIONs / INNOVAtIONs Listly - + Innovation happens when you COMBINE, REMOVE, AMPLIFY or REDUCE your offering
Utility vs Relationship Listly Utility :Solve Problems Relationship :Build Connections Shared Problem/Passion/Cause Shared Connections/Influencers Content/links that’s socially created or curated & easy to embed or share Advertising bought / placed by the brand Branded comms with a direct connection to the consumer Communication that is not managed by the brand Youtube, Slideshare, Prezi, Soundcloud, Instagram, Flickr, Vine, Pinterest, Listly, Scoopit, Paperli, Scribd etc Print, TV, Radio, Websites, Magazines, Cinema, Outdoor, Direct Mail, Email Lists, SEM, Paid Search, InStore Brochure, Retail Store, Company Site, Microsite, Branded community, Facebook Page, Mobile Apps, Branded Vehicles Word of Mouth Blog Posts, Reviews, PR Coverage, Mentions, Forums, Likes/Shares/ comments via Facebook, Twitter, LinkedIn, G+ etc Social Content Paid Exposure Owned Media Properties Earned Media Exposure Communities: Curators & Collaborators Target Persona (Strangers) Customers Fans, Influencers & Sceptics
Maximizing Brand Value with SCOPE Listly 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
Lurkers & SCOPE: 1% Rule - Create, Curate & Consume Lurkers (90%) Paid Exposure Target Persona : Strangers Customers Curators (9%) Creators (1%) Social Content Owned Media Properties Earned Media Exposure Communities: Curators & Collaborators Fans, Influencers, Sceptics = 90% Vs 10% = Listly
Overlaying Content & Connection on SCOPE Listly Connection Centric Content Centric Content Centric Connection Centric Social Paid Owned Earned Social Paid Owned Earned Utility : Solve a Problem Relationship : Make a Connection Earned Owned Paid Social Relationship: Make a Connection Utility: Solve a Problem Social- Paid Paid- Owned Owned- Earned Paid- Earned Social- Earned Social- Owned
LET’s CLOSE with Some Questions Listly SOME Q
SCOPE QUESTIONS Listly 1. How & who will manage SCOPE to ensure you get more by spending less? 2. Who will cultivate a COMMUNITY of social content creators? 3. Who on your TEAM will manage blogger/influencer OUTREACH? 4. What’s your LURKER strategy? How do you plan to entice them out of the shadows? 5. How will you be a SCOPE innovator? How will you experiment? How will you gain first mover advantage? 6. Who’s the thought leaders in your domain? How can you learn from them & CONNECT / COLLABORATE? 7. What other QUESTIONS should you be asking?
WAS THIS VALUABLE? Listly LIKE DECK SHARE DECK EMBED DECK [ ] [ ] [ ]
Some POEM/SCOPE Thoughts & aN Offer Listly 1. I’m co-founder of Listly, a content platform for lists. Lists account for 30% of the web, we simply make lists fun/social, shareable/embeddable & collaborative. (Slideshare for lists is a simple parallel). Listly lists lives deep inside SCOPE 2. I love the topic of POEM/SCOPE. I’m always pondering whats next. I make MODELS to help me express & share my thoughts 3. I EXPERIMENT with all forms of DIGTAL MEDIA 4. I’m @nickkellet on TWITTER. Invite me on LINKED 5. Want to talk POEM/SCOPE? Let’s SKYPE
WAS THIS VALUABLE? Listly LIKE DECK SHARE DECK EMBED DECK [ X ] [ X ] [ X ]

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SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape.