Social Media is a much used term. Beneath the name the categories of tools have emerged and evolved. This deck explains how Social Media is two things and how these two things are both very similar AND very different. Treat them the same at your peril.

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

11. Trio:
Social
NetWorks,
Blogs &
Media
PLATFORMS
BLOGS
SOCIAL
NETWORKS
MEDIA
PLATFORMS
embedded
media
embedded
media

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?
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