An evening with Todd Defren at Coopr #AEW13
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This document discusses how social media has disrupted traditional public relations and marketing strategies. It argues that with everyone able to act as media through sharing content online, companies must treat all audiences as potential media channels. It introduces the concept of an "earned media hub" strategy, which focuses on creating valuable content that motivates audiences to engage with and spread brand messages through likes, comments, and shares. The document provides guidelines for developing such a strategy, including understanding what types of content different audiences and algorithms prefer, and measuring the results of efforts to drive sharing behaviors online.
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An evening with Todd Defren at Coopr #AEW13
- 1. SOCIAL MEDIA BROKE PR (AND HOW TO FIX IT) Todd Defren Chief Executive Officer
- 2. #aew13 @SHIFTcomm @TDefren HOLLAND IS A BEAUTIFUL COUNTRY…
- 3. WHAT WERE WE THINKING? 3
- 4. WHAT WERE WE THINKING? 4
- 5. AGENCY OVERVIEW BOSTON 115 PROFESSIONALS NEW YORK SAN FRANCISCO ESOP TECH & EMPLOYEE STOCK OWNERSHIP PLAN CONSUMER SHIFT is among the top 5 firms that “will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing.” VOTED 5 2013 SMALL AGENCY OF THE 2012 YEAR DIGITAL/SOCIAL AGENCY OF THE YEAR “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
- 8. TIME TO RE-THINK EVERYTHING 8
- 9. The life of a marketer...
- 10. Audience “We need a lot of people to know about us…” Leads “…So they can consider our products/services” Sales Evangelists “…And ultimately make a purchase!” “…Hopefully they’ll be happy and tell friends!”
- 12. In the OLD DAYS…
- 13. New media broke media models
- 14. New media broke media models
- 15. New media broke media models
- 16. Treat everyone like the media. Because everyone is the media.
- 18. Media Blog, Website Owned House email list Social media accounts “We are awesome!”
- 19. Media We paid to say We are awesome! Advertisements Paid content Paid Syndication Sponsored social Sponsored email
- 20. Media Editorial placements Earned Bylines Social posts They said we are awesome!
- 21. Where is Shared?
- 22. “Shared media” does not exist.
- 24. Sharing transforms every form of media into earned media
- 25. The success of media is defined not by its content, but by its spread
- 26. You want these core behaviors Voting Engagement Like +1 Favorite Pin It Endorse Comment Reply Engage Click Sharing Share Forward Retweet Send Email
- 27. Audience building starts with Search
- 28. The stuff is worth less
- 29. What you do with stuff is worth more
- 30. What you do with stuff is worth more
- 32. “Findability” is as much about who knows you as what you’re searching for...
- 33. Algorithm common grounds RELEVANCE CONTENT TIMELINESS “Does it matter?” “Is it any good?” “Is it up-to-date?”
- 35. …We get the desired behaviors Voting Engagement Like +1 Favorite Pin to Top Endorse Comment Reply Engage Click Sharing Share Forward Retweet Send Email
- 36. Content that motivates the behaviors we want also satisfies the search engines
- 37. The Earned Media Hub Strategy 37
- 38. 38 Do you have the right tools and methods?
- 39. 39 Do you have guidelines for your brand?
- 40. 40 What’s been done, and what’s your spin?
- 41. 41 What content will you create? What formats? Will the channels effect the formats?
- 42. 42 Do you have access to earned media channels that matter? Can you motivate sharing behaviors?
- 43. 43 Are all owned media channels appropriate & ready to go?
- 44. 44 Do you have budget and targets?
- 45. The Earned Media Hub Strategy 45
- 47. What people and machines like RELEVANCE CONTENT TIMELINESS
- 48. What will get our behaviors?
- 50. Creative Connected Dedicated Ballsy 50 Smart Positive Honorable What content matches up with our values?
- 51. Values tell you what kinds of media and content you cannot create.
- 53. 53 1 year ago: infrastructure (Fail Whale) 6 mos. ago: product dev (Bluefin integration) 3 mos. ago: monetization technologies, API dev 2014: international growth, Android, ad-tech
- 54. The 3L rule of great content: “laugh, learn, love it, or junk it.”
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- 69. NEED MORE PROOF? 1/4/12 – 4/12/13 Reach Clicks +04% Clicks Conversions -02% Conversion rate +75% +05% Likes Conversion rate +75% Clicks +04% +04% Talking +56% Conversions +02% Views +75% +75% Views Views +75% +04% 69 MEDIA BUYS Display ads Tweets +75% Following +75% Followers +75% Listed +75% Favorites $1B B2B CLIENT +75%
- 70. Earned, owned, and paid extend the life of your content -and hard work.
- 71. Focus less on “stuff,” focus more on what you want people to do with your stuff.
- 73. THANK YOU!