No Such Thing as Social Media
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@NickKellet - Co-Founder @Listly No Such Thing as Social Media
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Transcript of No Such Thing as Social Media
@NickKellet - Co-Founder @Listly
No Such Thing as Social Media
SOCiAL+MEDIA NOT SOCIAL MEDIA
SOCIAL NETWORKS
MEDIA PLATFORMS
Makes content easier to find, share & reuse
Makes people easier to manage,find & connect
L
People Catalog = Identity - Find People
- Get Introduced (Reuse) - Share/Recommend People
- Networking Expert (Extrovert?)
Social Metrics - Connections
- Social Proof (Likes etc) - Influence (Klout etc)
Content Catalog = Knowledge - Find Content
- Embed Content(ReUse) - Share/Recommend Content - Domain Expert (Introvert?)
Media Metrics - Views / Shares
- Embeds (Earned Media) - Mentions / Links
SOCIAL Mediavs
Social Networks (People)Destination sites where you go to interact with people.
Social Graph: (who knows who) Six Degrees Separation: (how to reach someone)
Preference Graph: (who likes what, who shares that passion)
People hangout on Social Networks to connect, reconnect & discover new people.
Action (content & dialog) revolve around people.
Media platforms (Content)Destination sites where you go to find & interact with content
Content Graph: (what’s to know - aka “Best Practice”) Knowledge Graph: (who knows what)
Community Graph: (Create 1% - Contribute 9% - Consume 90%)
People hang out on Media Platforms to find great content and domain expertise.
Action (people & ideas) revolve around content (lists, slides, videos, podcasts)
LifeTime Value
Social feeds are algorithmic & therefore don’t persist.
Get value by:
- keeping your stream alive - nurturing your connections - extending reach over time
Content on a Media Platform persists over time.
Get value by:
- accruing social proof: views/ embeds - creating a rich body of work
- - earning organic rank/traffic
Social Mediavs
Key Activity
Connect ahead. Engage with people
Cultivate a following Build a community of like minds
Help Others (generosity)
Make Lists (who’s who) Look for/ create tomorrows stars Notice who is engaging with you
Create ahead. Help people find you
Create original content [body of work] Generate a following / Follow others Communicate, Curate & Share Ideas
Engage with content Like/ Share /Embed / Curate
Help Connect people with ideas
Social Mediavs
Social centric vs Media Centric?MEDIA PLATFORMS offers innovators a new strategy to be MEDIA CENTRIC
Most brands have more SOCIAL than CONTENT connections (i.e. SOCIAL CENTRIC)
Where does your BRAND have more followers ?
MEDIA CENTRIC
SOCIAL CENTRIC VS
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
831.2k3.6m
SOCIAL vs MEDIA
Gary SOCIAL CENTRIC
Nash Grier
CONTENT CENTRICTwitter 3.4m Facebook 2.2m vs Vine - 9.5M YouTube 3.6m Instagram 6.7m
19.8m
5.6m
SOCIAL Vs MEDIA
NashMEDIA CENTRIC
Trio: Social NetWorks, Blogs & Media PLATFORMS
BLOGS
SOCIAL NETWORKS
MEDIA PLATFORMS
embedded media
embedded media
vs
BLOG SILOS ARE NO LONGER EFFECTIVE
MEDIA SEARCH
EARNED SEARCH
EARNED MEDIA
MEDIA SHARING
OWNED MEDIA
OWNED MEDIA
REACH
blogs &
Media
MEDIA PLATFORMS KILLER ADVANTAGE
blogs
platforms have emerged since 2004
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
YOUTUBESCRIBD
SLIDESHARE
SOUNDCLOUD
LISTLY
FLICKR
VINE
finite List: 5 MEDIA TYPEs
Eg SlidesThe 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 VIEWSSlideShare 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
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.
YouTube Link51k VIEWS
Eg LISTs50% of this list’s 166k views are via multiple embeds.
If you are 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.
Listly Link Listly 166k VIEWS
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.
Flickr Link
Flickr images are easy to embed
2.4m VIEWS
Next Steps / QuestionsAre you Social Centric? Are you Blog focussed?
Do you author media first? Do you compose blogs from media?
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