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Listly 
Six heartfelt truths 
OF SOCIAL MEDIA in 2015 
TIPS TO power an army of 
artists & activists
Listly 
Truth #1: The 1% RULE 
1:9:90 
• Consumers (the 90%) have power 
because they can self serve. 
Brands need strategies to bring 
lurkers out of the shadows 
• Lurkers are a hair’s breath from 
being active participants (the 10% 
who create & curate). 
• Lurkers need to feel that they can 
contribute (aka Add Value)
Listly 
LURKERS - 1:9:90 & EVERYONE ELSE 
1:9:90 does not include everyone. 
The 90% are interested in you in 
some way. 
There’s a very large other group 
beyond lurkers (the 90%) who as 
of now don’t care 1 jot about 
you (this group needs a name). 
Getting them interested is a 
different problem than getting 
lurkers to engage
Listly 
Truth #1: The 1% RULE 
1% CREATE 
9% CONTRIBUTE 
90% CONSUME 
LURKERS
Listly 
Truth #2: MEDIA MODELS 
V1: POEM 
• Paid, Owned & Earned Media 
V2: SCOPE 
• Social, Collaborative Owned, Paid 
/ Earned 
We need MORE/BETTER mental 
models to explain our new Digital 
reality
Listly 
Truth #2: MEDIA MODELS
Listly 
TRUTH #2: SOCIAL CONTENT 
Shared 
Links 
Curated 
Content 
Managed 
Media
Listly 
TRUTH #2: SOCIAL CONTENT EXPLORED 
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 
Managed 
Content 
Media
Listly 
Truth #3: SOCIAL & MEDIA 
Social is People 
Media is Content 
They are NOT the same 
They need/demand unique 
strategies
Listly 
TRUTH #3: SOCIAL & MEDIA 
Social Networks 
• Content 
revolves 
around people 
Media Platforms 
• People revolve 
around 
content 
SOCIAL 
NETWORKS 
MEDIA 
PLATFORMS 
(aka content 
networks)
Listly 
Truth #4: MASLOW FOR MEDIA 
There’s a hierarchy in the 
way we should approach 
Social / Media 
MASLOW’S MODEL 
• Perfect to express how 
PAID, OWNED, EARNEd, 
SOCIAL and 
COLLABORATION blend.
Listly 
TRUTH #4: MASLOW FOR MEDIA 
Self-Actualization: Own, Earn & CoLab 
• Be An Expert 
• Help People Become Experts. Share 
your vision - let like minds find / 
join your cause. 
Esteem : Earn 
• Accrue reviews, ratings, 
recommendations & social 
status. 
• Generosity: Help others 
Love & Belonging: Social 
• Build an army 
Safety: Own: 
• Own Your Home (Blog) 
• Own Your Connections(Email List) 
Physiological: Share, Social & Paid: 
• Find & Get Found 
• Content & OutPosts
Listly 
Truth #5: Less is MORe 
We don’t need more tools. 
We do need more 
competency. 
• Brands need to strive 
for mastery 
• A BODY of WORK is when 
the magic happens
Listly 
TRUTH #5: Less is More 
Less Tools / More Mastery 
• Benchmarking your best 2 media 
types 
• Pick a few tools & commit 
• Find your voice 
Experiment 
• Fight personal bias & your mom 
(Baby isn't beautiful) 
• Pick Faves: Share the work of a 
few (make lists) 
• Learn from others who also 
experimenter
Listly 
Truth #6: Resistance IS FUTILE 
Don’t ignore SOCIAL ‘cos it’s hurting 
you. 
• Embrace it! 
follow the path of least resistance 
Be the one who blurs the lines and 
pushes people. LEAD & DISRUPT. 
Drive the bus. Don’t be a reluctant 
passenger.
Listly 
TRUTH #6: RESISTANCE IS FUTILE 
Producers vs Consumers 
• You are a producer 
• Adopt “Producer” 
tools 
• Empower consumers 
to share and curate 
• Be the giant. Blur the 
lines. 
• Line of least 
resistance 
Find Flow / Don’t Fight 
Evolution 
Image via Flickr/ toddle email newsletters
Listly 
Bonus Truth #7: SEARCH is A MindGAME 
When it comes to getting 
found (Level 1 of Maslow) 
then…. 
Psychology TRUMPS Technology 
How peope search should 
impact your action more than 
any Google Algorithm change.
Listly 
BONUS TRUTH #7: SEARCH IS A MINDGAME 
Where we go to find WHAT We Search for 
Search, 
Print, 
Blog Ads 
Outdoor 
Ads 
Search 
ranking 
for 
owned 
media 
1. Media 
Networks 
2. Curation 
Tools 
3. Shared 
Links 
Find via 
reviews, 
features 
& 
coverage 
Search Direct Curation 
Friends 
Top /Best 
Alternatives 
Recommend 
Share Links 
Search 
Bookmark 
Ads 
Google is not only 
search destination 
site 
Media Platforms play 
big role (eg YouTube/ 
Slideshare, Listly etc) 
We don’t want one 
answer. We want the 
best/top etc 
Millennial want human 
curated lists.
Listly 
Six heartfelt truths 
OF DIGiTAL MEDIA in 2015 
TIPS TO power an army of 
artists & activists

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Six Heartfelt Truths of Social Media

  • 1. Listly Six heartfelt truths OF SOCIAL MEDIA in 2015 TIPS TO power an army of artists & activists
  • 2. Listly Truth #1: The 1% RULE 1:9:90 • Consumers (the 90%) have power because they can self serve. Brands need strategies to bring lurkers out of the shadows • Lurkers are a hair’s breath from being active participants (the 10% who create & curate). • Lurkers need to feel that they can contribute (aka Add Value)
  • 3. Listly LURKERS - 1:9:90 & EVERYONE ELSE 1:9:90 does not include everyone. The 90% are interested in you in some way. There’s a very large other group beyond lurkers (the 90%) who as of now don’t care 1 jot about you (this group needs a name). Getting them interested is a different problem than getting lurkers to engage
  • 4. Listly Truth #1: The 1% RULE 1% CREATE 9% CONTRIBUTE 90% CONSUME LURKERS
  • 5. Listly Truth #2: MEDIA MODELS V1: POEM • Paid, Owned & Earned Media V2: SCOPE • Social, Collaborative Owned, Paid / Earned We need MORE/BETTER mental models to explain our new Digital reality
  • 6. Listly Truth #2: MEDIA MODELS
  • 7. Listly TRUTH #2: SOCIAL CONTENT Shared Links Curated Content Managed Media
  • 8. Listly TRUTH #2: SOCIAL CONTENT EXPLORED 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 Managed Content Media
  • 9. Listly Truth #3: SOCIAL & MEDIA Social is People Media is Content They are NOT the same They need/demand unique strategies
  • 10. Listly TRUTH #3: SOCIAL & MEDIA Social Networks • Content revolves around people Media Platforms • People revolve around content SOCIAL NETWORKS MEDIA PLATFORMS (aka content networks)
  • 11. Listly Truth #4: MASLOW FOR MEDIA There’s a hierarchy in the way we should approach Social / Media MASLOW’S MODEL • Perfect to express how PAID, OWNED, EARNEd, SOCIAL and COLLABORATION blend.
  • 12. Listly TRUTH #4: MASLOW FOR MEDIA Self-Actualization: Own, Earn & CoLab • Be An Expert • Help People Become Experts. Share your vision - let like minds find / join your cause. Esteem : Earn • Accrue reviews, ratings, recommendations & social status. • Generosity: Help others Love & Belonging: Social • Build an army Safety: Own: • Own Your Home (Blog) • Own Your Connections(Email List) Physiological: Share, Social & Paid: • Find & Get Found • Content & OutPosts
  • 13. Listly Truth #5: Less is MORe We don’t need more tools. We do need more competency. • Brands need to strive for mastery • A BODY of WORK is when the magic happens
  • 14. Listly TRUTH #5: Less is More Less Tools / More Mastery • Benchmarking your best 2 media types • Pick a few tools & commit • Find your voice Experiment • Fight personal bias & your mom (Baby isn't beautiful) • Pick Faves: Share the work of a few (make lists) • Learn from others who also experimenter
  • 15. Listly Truth #6: Resistance IS FUTILE Don’t ignore SOCIAL ‘cos it’s hurting you. • Embrace it! follow the path of least resistance Be the one who blurs the lines and pushes people. LEAD & DISRUPT. Drive the bus. Don’t be a reluctant passenger.
  • 16. Listly TRUTH #6: RESISTANCE IS FUTILE Producers vs Consumers • You are a producer • Adopt “Producer” tools • Empower consumers to share and curate • Be the giant. Blur the lines. • Line of least resistance Find Flow / Don’t Fight Evolution Image via Flickr/ toddle email newsletters
  • 17. Listly Bonus Truth #7: SEARCH is A MindGAME When it comes to getting found (Level 1 of Maslow) then…. Psychology TRUMPS Technology How peope search should impact your action more than any Google Algorithm change.
  • 18. Listly BONUS TRUTH #7: SEARCH IS A MINDGAME Where we go to find WHAT We Search for Search, Print, Blog Ads Outdoor Ads Search ranking for owned media 1. Media Networks 2. Curation Tools 3. Shared Links Find via reviews, features & coverage Search Direct Curation Friends Top /Best Alternatives Recommend Share Links Search Bookmark Ads Google is not only search destination site Media Platforms play big role (eg YouTube/ Slideshare, Listly etc) We don’t want one answer. We want the best/top etc Millennial want human curated lists.
  • 19. Listly Six heartfelt truths OF DIGiTAL MEDIA in 2015 TIPS TO power an army of artists & activists