Infosnackers Guide to the Galaxy: Embracing Short Form, Ephemeral & Realtime Content - LAVACON2014
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The Infosnacker's Guide to the Galaxy Embracing Short Form, Ephemeral and Realtime Content Strategies Don’t panic and carry a towel. Winners are grabbing your attention with less content: short form video, textified images, listlicles, audio soundbites and infographics. Discover tools and techniques to master short-form media in all the different digital formats. Words, videos and audio all have their long forms, but short and snappy wins today. Learn how to start short to earn longer bursts of attention. Masterfully design content that’s repurpose-ready for omni-channel transformation. Speak to different types of learners. Learn tools to tell your story in snack-size bites for the full spectrum of media. Embrace your content graph and snacker thinking. Nothing is impossible, just highly improbable. #LAVACON2014 #content #strategy #event
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Infosnackers Guide to the Galaxy: Embracing Short Form, Ephemeral & Realtime Content - LAVACON2014
- 1. The Infosnacker's Guide to the Galaxy Embracing Short Form, Ephemeral & Realtime Content @nickkellet / @listly #lavacon
- 2. Listly My Story • I’m experimenting on SOCIAL CONTENT at LISTLY. REPLACE • I practice what I preach. I iterate. It WORKS. • We’re HELPING here: • Speed to author, Ease of sharing, SERP, collaboration (Social Lists) , Curate/Moderate, Embeds, Responsive HTML5 (mobile content),deep Wordpress Integration, Javascript for non Wordpress • Gaps / FUTURE direction: • Authoring app, API, automation, smart sorting , more CMS integrations • My life is a content EXPERIMENT • Join in, I COLLABORATE
- 3. Listly 1. Framing : Fads & Trends 2. 7 Media Types REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 4. Listly CONTENT OBJECTIVES • Is your content supposed to earn links REPLACE for SEO? • Will it be shared across social? • Or does it just be an end point and solve a problem? • I’ll explore processes on how that can be taken in house
- 5. Listly FRAMING the opportunity REPLACE SHORT FORM, EPHEMERAL & REALTIME Where do they exist? ! Market Product Feature History of Search ! ! ! ! ! ! ! Many players one winner ! Yahoo & Microsoft saw FEATURE ! Google ! Saw MARKET
- 6. Listly Creativity from opposites REPLACE Short form Long form Brevity Ephemeral Now Later Short term Long term Alone Together Synchronicity Collaboration
- 7. Listly Fricton DRIVES Fresh thinking REPLACE Real Time Private Public Slow Changing Anonymous Static Openness Content Evolution
- 8. Listly Short Form is an ART REPLACE Finite ATTENTION • Earn Incremental CHUNKS • Permission is bite-sized • Context helps SERIAL, EPISODE, THEME • Little & often • People leak like balloons • How many touches does it takes to create a loyal customer? Lesson: Game Rules Time Value Building trust bite by bite
- 9. Listly REALTIME needs TEaMWORK REPLACE OREO / SUPERBOWL Lightening catcher From GUTENBERG to REALTIME • Publish ONCE is dead • We author like GUTENBERG COLLABORATE in REALTIME • Curating / moderating is fast & simple • Content needs LIFECYCLE management • Stories EVOLVE. Why is content STATIC? • Build CONTENT like LEGO
- 10. Listly Think FOCUS NOT “Ephemeral” REPLACE Focus • One Blog Post vs Many • One Slide vs Many Urgency / Sparsity • Disney: Limited Release Video • Groupon: Expiring Discount • Facebook: College by College Action / Reward • Ephemeral is a motivator not a fad Single Slide Decks
- 11. Listly 1. Framing : Fads & Trends 2. 7 Media TYPES REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 12. Listly finite List: 7 MEDIA TYPEs REPLACE Exception: 3D print : touchable media, smellivision
- 13. Listly SOCiAL & MEDIA NOT SOCIAL MEDIA REPLACE SOCIAL NETWORKS MEDIA PLATFORMS (aka content networks) Time
- 14. Listly THE Shift FROM HOST TO EMBED REPLACE A MODEL emerged for MEDIA PLATFORMS YOUTUBE VINE INSTAGRAM SOUNDCLOUD SLIDESHARE SCRIBD LISTLY FLICKR 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
- 15. Listly MEDIA NETWORKS : Amplification 1. Embeds = REPLACE EARNED media 2. Destination SEARCH Engines 3. Metrics & Social Proof 4. Network Effect Self Hosted Content EARNED embeds SEARCH Media Networks OWNED Blog OWNED embeds vs Views
- 16. Listly New Rules: Engagement EARNS views REPLACE VIEWS or ENGAGEMENT? Like EMBED Sharing VIEWS COMMENT SOCIAL FEEDS Rolling Eyes VS BEATING Hearts
- 17. Listly TRACKABLE SPREADABLE MEDIA REPLACE
- 18. Listly TIME TO AUTHOR VaRIEs by Media REPLACE This matters when you commit to build a BODY OF WORK
- 19. Listly Analysis: 3500 Posts / 130 Blogs REPLACE Lists 30%/ 98% Audio 5% / 30% Slides 3% / 40% Graphics 20% / 81% Video 15% / 80% %age of blogs using media 100% 30% %age of posts using media 0% via Content Audit Analysis
- 20. Listly POEM SHOCK REPLACE CONSUMERS don’t differentiate between “PAID, OWNED & EARNED” Source - @Jowyang - web-strategist.com ! - CONTENT is now SOCIAL - COLLABORATIVE age - LURKERS have power in 1 : 9 : 90 ! POEM > SCOPE Shared/Social, Collaboration Owned, Paid & Earned $ PAID BRAND $ EARNEd $ OWNEd
- 21. Listly REPLACE BUILD Your EMPIRE Company Blog SOCIAL ADS TWITTER FACEBOOK re-TARGETED ADs Slideshare Pinterest G+ YOUTUBE landing pages LINKEDIN Downloaded assets LEAD FORMS Webinars Reviews Organic SEarch Listly sponsored posts Media coverage Local content Social mentions Social Shares Curated mentions EMAIL HELP DESK Search UGC ADS
- 22. Listly BeyonD POEM: Defining “SociAL Content” REPLACE Shared Links Curated Content Media Platforms
- 23. Listly WHAT IS SOCIAL CONTENT? Shared REPLACE Links Media Platforms Shared Links Curated Content Scoopit Storify Paperli Listly Pinterest Rebelmouse Social Networks: G+, Facebook Linkedin, Twitter Sourcing: Reddit, Digg Delicious, StumbleUpon Collaboration: EmpireAve, Triberr, Listly Platforms: Buffer, Hootsuite, SproutSocial Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly, Ranker Audio: Soundcloud, Audioboom, etc Text/Docs: Scribd, Blogs, Pulse, Medium etc Media Platforms Curated Content
- 24. Listly 1. Framing : Fads & Trends 2. 7 Media TYPES REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 25. Listly Six HYBRID MEDIA examples REPLACE LISTS as SLIDES LISTS as TEXT VIDEOS as TEXT TEXT as IMAGES VIDEOS as LISTS IMAGES as SLIDES
- 26. Listly REPLACE GOAL Design for reuse HYBRID MEDIA
- 27. Listly HyBRID Curation : lists REPLACE Videos of videos Slides of slides Lists of lists etc
- 28. Listly CONTENT to HYBRID MEDIA REPLACE Unified model 42 HYBRID types plus 7 Curated LISTS
- 29. Listly REPLACE 42 The answer to life, universe and everything
- 30. Listly 1. Framing : Fads & Trends 2. 7 Media TYPES REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 31. Listly REPLACE CONTENT Centric? MEDIA PLATFORMS offers innovators a new strategy to be CONTENT CENTRIC Most brands have more SOCIAL than CONTENT connections (i.e. SOCIAL CENTRIC) Where does your BRAND have more followers ? CONTENT CENTRIC CONNECTION CENTRIC VS
- 32. Listly REPLACE CONTENT CENTRIC Nash Grier Twitter 3.4m Facebook 2.2m vs Vine - 9.5M YouTube 3.6m Instagram 6.7m 19.8m 5.6m CONNECTION Vs CONTENT Nash
- 33. Listly REPLACE CONNECTION CENTRIC Gary Vaynerchuk Twitter 1.0m Facebook 173k Linkedin 329k G+ 2.1m vs Vine - 24,6k YouTube 46k Instagram 44k Soundcloud 713k Slideshare 3.6k 3.6m 831.2k CONNECTION Vs CONTENT Gary
- 34. Listly 1. Framing : Fads & Trends 2. 7 Media TYPES REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 35. Listly SCALE: FROM 1 TO MANY REPLACE Collaborative AUTHORING ! Collaborative PROMOTION ! Consumer SHARING & USER GEN CONTENT VS VS VS
- 36. Listly Find, READ, Share & Publish REPLACE ALONE or TOGETHER? Are YOU adopting COLLABORATION? integrated model for Find, READ, SHARE & PUBLISH
- 37. Listly SELLING TO SELF-SERVE REPLACE THE 1% RULE 1:9 :90 SELF-SERVE = LURKING Less TECHNOLOGY, more PSYCHOLOGY HABIT / BEHAVIOUR is king Power resides BRANDS that earn/ own ATTENTION 1% CREATE 9% CURATE 90% CONSUME THE ENGAGEMENT FUNNEL
- 38. Listly PEOPLE WANT SOCIAL CONTENT REPLACE Beyond commenting • Instagram > CREATORS • Pinterest > CURATORS • Reddit / Yelp / Listly > RATERS / RANKERS People expect to be SOCIAL with CONTENT “BAND” on STAGE OWNED PAID EARNED THE AUDIENCE VS 1st CLASS CONTRIBUTOR EVERYONE CAN HAVE AN EQUAL ROLE ON STAGE
- 39. Listly 1. Framing : Fads & Trends 2. 7 Media TYPES REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 40. Listly TOOLs to Mastery REPLACE We need more MASTERY SCOPE / HYBRID help your why Pick TOOLS / PLATFORMS that cross-amplify Build competency via a BODY OF WORK - exponentially better Embrace PLATFORM CULTURE: find the Nash Griers Tyre Kicker Tool Master Single Body of Work VS VS
- 41. Listly Design for ReUSE REPLACE Design for SHAREABILITY • Many ways to SHARE • TEXT & message trees first Exploit HYBRID MEDIA Wicked Title Big IDEA #1 BIG IDEA #2 BIG IDEA #3
- 42. Listly REPLACE CONTENT Plan Wicked Title Big IDEA #1 Big IDEA #2 Big IDEA #3
- 43. Listly What’s the process? REPLACE Create Keynote/ PowerPoint Custom Size (think Twitter Cards) 1 Page for Wicked Title 1 Page per Big Idea Text (Quote) + Images (Flickr CC) Fonts (dafont.com etc) Export to “Images” Publish to Slideshare Listly Instagram 1 2 3 4 5 6 7 8
- 44. Listly NEST BIG IDEAs/Phase over time REPLACE via Martin Jones - CoxBlue.com
- 45. Listly 1. Framing : Fads & Trends 2. 7 Media TYPES REPLACE 3. 42 Types of Hybrid Media 4. Social vs Content 5. Collaboration & Participation 6. Authoring for Amplification 7. Modelling Our Digital Reality
- 46. Listly REPLACE HYBRID DIGITAL
- 47. Listly REPLACE Brand Value Connection Centric Content Centric Utility : Solve Problems Relationship : Build Connections Social Content Paid Exposure Owned Media Properties Earned Media Exposure Communities: Curators & Collaborators Target Persona (Strangers) Customers Fans, Influencers & Sceptics Vs BRAND = x x x VALUE
- 48. Listly Quetions? LEt’s Connect! REPLACE Nick Kellet list.ly / @listly nick@list.ly @nickkellet linkedin.com/in/ nickkellet facebook.com/ nickkellet
- 49. Listly REPLACE Related Content Love Connection Content Needs Content Audit Pay, Own, Earn Local Content Listly for Brands Mindful MKTG Broken Lists