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@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 CENTRIC
Twitter 3.4m
Facebook 2.2m
vs
Vine - 9.5M
YouTube 3.6m
Instagram 6.7m
19.8m
5.6m
SOCIAL Vs MEDIA
Nash
MEDIA 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
YOUTUBE
SCRIBD
SLIDESHARE
SOUNDCLOUD
LISTLY
INSTAGRAM
FLICKR
VINE
finite List: 5 MEDIA TYPEs
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
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 Link
51k VIEWS
Eg LISTs
50% 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 / Questions
Are you Social Centric?
Are you Blog focussed?
Do you author media first?
Do you compose blogs from media?
Check out Listly and go Pro with a 20%
discount (until 20/2/2015. Code: GEN20

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No Such Thing as Social Media

  • 1. @NickKellet - Co-Founder @Listly No Such Thing as Social Media
  • 2. SOCiAL+MEDIA NOT SOCIAL MEDIA SOCIAL NETWORKS MEDIA PLATFORMS Makes content easier to find, share & reuse Makes people easier to manage,find & connect L
  • 3. 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
  • 4. 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.
  • 5. 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)
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Nash Grier CONTENT CENTRIC Twitter 3.4m Facebook 2.2m vs Vine - 9.5M YouTube 3.6m Instagram 6.7m 19.8m 5.6m SOCIAL Vs MEDIA Nash MEDIA CENTRIC
  • 12. 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
  • 13. platforms have emerged since 2004 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 YOUTUBE SCRIBD SLIDESHARE SOUNDCLOUD LISTLY INSTAGRAM FLICKR VINE
  • 14. finite List: 5 MEDIA TYPEs
  • 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. YouTube Link 51k VIEWS
  • 17. Eg LISTs 50% 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
  • 18. 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
  • 19. Next Steps / Questions Are you Social Centric? Are you Blog focussed? Do you author media first? Do you compose blogs from media? Check out Listly and go Pro with a 20% discount (until 20/2/2015. Code: GEN20