How Social Media Broke PR (and how to fix it)

How Social Media Broke PR(and how to fix it)

Christopher S. PennVice President, Marketing Technology

Who is SHIFT?

#SMSsummit@shiftcomm

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Audience

Leads

Sales

Evangelists

The life of a marketer

Audience

Leads

Sales

Evangelists

Marketing

Audience

Leads

Sales

Evangelists

Marketing

Sales

Audience

Leads

Sales

Evangelists

Marketing

Sales

Service

The Marketer’s Dilemma

Where does NEW

come from?Audience

Leads

Sales

Evangelists

Audience

Leads

Sales

Evangelists

Media and PR

Marketing

Sales

Service

In the old days...

New media broke media models

We must treat everyone like the media because everyone is the media.

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EarnedOwned

Paid

Redefining Media

Media

BlogWebsite

Email listSocial media accounts

Owned

Media

AdvertisementsPaid contentSyndication

Sponsored socialPaid

Media

Editorial placementsBylines

RetweetsReshares

News stories

Earned

Media

We are awesome!

Owned

Media

We paid to sayWe are awesome!

Paid

Media

They said we are awesome!

Earned

Where is shared?

‘Shared media’ does not exist.

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Shared is intangible

EarnedOwned

Paid

Shared is a behavior

EarnedPaid

Shared is a behavior

Earned

Shared is a behavior

Shared is a behavior

Sharing transforms every form of media into earned media.

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Shared is not the only behavior

Shared is not the only behavior

Shared is not the only behavior

Media is defined not by what it is, but what we do with it.

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What can you do?

Voting Engagement Sharing

3 Core Behaviors

Voting Engagement Sharing

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3 Core Behaviors

Voting Engagement Sharing

Like+1FavoritePin to TopEndorse

CommentReplyEngageClick

3 Core Behaviors

Voting Engagement Sharing

Like+1FavoritePin to TopEndorse

CommentReplyEngageClick

ShareForwardRetweetSendEmail

You want these core behaviors

Voting Engagement Sharing

Like+1FavoritePin to TopEndorse

CommentReplyEngageClick

ShareForwardRetweetSendEmail

Why do they matter?

Audience building starts here

The stuff is worth less

What you do with stuff is worth more

What you do with stuff is worth more

Search is evolving

Getting found is as much about who knows you as what you’re searching for.

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Algorithm common grounds

Relevance Content Timeliness

RelevanceQDR

Affinity

Content Timeliness

Algorithm common grounds

RelevanceQDR

Affinity

ContentQDD

Weight

Timeliness

Algorithm common grounds

RelevanceQDR

Affinity

ContentQDD

Weight

TimelinessQDF

Decay

Algorithm common grounds

You control...

What you can control

RelevanceQDR

Affinity

ContentQDD

Weight

TimelinessQDF

DecayFrequency

RelevanceQDR

Affinity

ContentQDD

WeightMedia

TimelinessQDF

DecayFrequency

What you can control

RelevanceQDR

AffinityBehavior

ContentQDD

WeightMedia

TimelinessQDF

DecayFrequency

What you can control

Content that creates the behaviors we want also satisfies search engines.

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Voting Engagement Sharing

Like+1FavoritePin to TopEndorse

CommentReplyEngageClick

ShareForwardRetweetSendEmail

How do we get these behaviors?

By satisfying these needs

Relevance Content Timeliness

Owned

Paid

The Earned Media Hub Strategy

Earned

Creative

Content

Message

Research

Case Study Walkthrough

What people and machines like

Relevance Content Timeliness

What will get our behaviors?

Research

What’s been done?

Research

Message

Research

CreativeConnectedDedicatedBallsySmartPositiveHonorable

Values tell you what kinds of media and content you cannot create.

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Creative

Message

Research

Creative

Message

Research

Creative

Content

Message

Research

The 3L rule of great content: laugh, learn, love it, or else it’s bad content.

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Owned

Paid

Earned

Creative

Content

Message

Research

Owned

Earned

Earned

Paid

Paid

Paid

Paid

Owned

Paid

Earned

Creative

Content

Message

Research

Where it breaks

Measuring the results

Did we get these core behaviors?

Voting Engagement Sharing

Like+1FavoritePin to TopEndorse

CommentReplyEngageClick

ShareForwardRetweetSendEmail

Audience

Did we get more

Audience

This is how we get more

Audience

Leads

Sales

Evangelists

Marketing

Sales

Service

Earned, owned, and paidextend the life of your content and hard work.

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Search, social, and mediaare converging rapidly. Plan accordingly.

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Focus less on stuff, more on what you want people to do with your stuff.

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SHIFT Happens

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Stay in touch

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www.shiftcomm.com

617-779-1800

Thank you!