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.

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