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How Social Media Broke PR (and how to fix it). A keynote I gave at Social Media Strategies Summit.
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How Social Media Broke PR(and how to fix it)
Christopher S. PennVice President, Marketing Technology
Who is SHIFT?
#SMSsummit@shiftcomm
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
What can you do?
Voting Engagement Sharing
3 Core Behaviors
Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
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.
shiftcomm.com/keynote
Search, social, and mediaare converging rapidly. Plan accordingly.
shiftcomm.com/keynote
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!
