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3 Shocks 
11 Shifts 
5 Infograpics 
7 Questions 
POEM 
= PAID 
OWNED 
EARNEd 
Media 
SCOPE IS THE 
NEW POEM 
Making Sense ...
POEM: A REALITY CHECK Listly 
PAID 
OWNED 
EARNED 
MEDIA 
POEM’s core conveys pre-SOCIAL values 
POEM is 3 things, not 4 (...
3 shocks Listly 
1. CONSUMERS don’t differentiate 
between “PAID, OWNED & EARNED”, so 
why are marketers segmented by 
dif...
11 SHIFTS Listly 
CONTENT to HYBRID MEDIA 
HOST to EMBED 
SOCIAL MEDIA to SOCIAL CONTENT 
SOCIAL TO CONTENT LED 
ALONE to ...
CONTENT to HYBRID MEDIA 1/4 Listly 
HYBRID MEDIA 
is a model BRANDS 
can use to MAXIMIZE 
creative REACH
CONTENT to HYBRID MEDIA Listly 
Six HYBRID MEDIA examples 
LISTS as SLIDES LISTS as TEXT 
VIDEOS as TEXT 
TEXT as IMAGES 
...
CONTENT to HYBRID MEDIA 3/4 Listly 
7 bonus “MEDIA” TYPES. 
just MEDIA LISTS
CONTENT to HYBRID MEDIA 4/4 
Listly 
Unified 
HYBRID MEDIA model 
42 HYBRID types 
plus 7 Meta MEDIA types
HOST TO EMBED Listly 
Today “SOCIAL MEDIA” means 
two things: 
1. SOCIAL NETWORKS : 
Facebook,Twitter, 
Linkedin & G+ 
2. ...
Listly 
HOST TO EMBED 2/4 
A common PATTERN/MODEL emerged for DIGITAL 
MEDIA to be MANAGED with specialist PLATFORMS 
YOUT...
Listly 
from HOST TO EMBED 3/4 YouTube & Slideshare have PROVED the value of EMBEDDING. 
Their MODEL now applies to all fo...
HOST TO EMBED Listly 
Who uses Lists? 
4/4 
Who uses Graphics? 
57% of POSTS 20% of POSTS 
98% of BLOGS 81% of BLOGS 
Who ...
SOCIAL MEDIA TO SOCIAL CONTENT 1/2 
Listly 
SOCIAL CONTENT is 
really three 
distinct 
components 
They are each 
Shared 
...
Listly 
SOCIAL MEDIA TO SOCIAL CONTENT 2/2 
Shared Links 
Managed Media 
Curated Content 
Scoopit 
Paperli 
Storify 
Listl...
SOCIAL TO CONTENT LED 1/4 
Listly 
CONTENT NETWORKS 
offers innovators a 
new strategy to be 
CONTENT CENTRIC 
Most brands...
SOCIAL TO CONTENT LED Listly 
Nash Grier 
CONTENT CENTRIC 
Twitter 3.4m 
Facebook 2.2m 
vs 
Vine - 9.5M 
YouTube 3.6m 
Ins...
SOCIAL TO CONTENT LED Listly 
Gary Vaynerchuk 
CONNECTION CENTRIC 
Twitter 1.0m 
Facebook 173k 
Linkedin 329k 
G+ 2.1m 
vs...
SOCIAL TO CONTENT LED Listly 
Compare their SOCIAL + CONTENT GRAPHS 
Gary 
Vaynerchuk 
4.4m 
19.8m 
3.6m 
831.2k 5.6m 
Nas...
ALONE TO TOGETHER Listly 
We’ve acquired & absorbed 
CONTENT creation skills. 
COLLABORATION is the next 
frontier 
Focus ...
ALONE TO TOGETHER Listly 
We’re shifting our 
focus from CONTENT 
to COLLABORATION 
(just maturity) 
How do we FIND, 
READ...
ALONE TO TOGETHER Listly 
Who do YOU 
COLLABORATE with? 
Look up & down 
your VALUE CHAIN 
Involve people, be 
HELPFUL & G...
ALONE TO TOGETHER 4/5 Listly 
11 types of TOOLS/PLATFORMS that help
ALONE TO TOGETHER 5/5 Listly 
An INTEGRATED MODEL
Comment to CREATE Listly 
In the beginning, audiences were happy 
to COMMENT & LIKE 
Consumers are shifting from 
COMMENTI...
Listly 
SELLING TO SELF-SERVE 1/2 THE 1% RULE is the norm. 1:9 :90 
Consumers have moved to 
SELF-SERVICE & as such can re...
Listly 
SELLING TO SELF-SERVE 2/2 Practically, each 
person can only 
CREATE 1% of the time. 
A BRAND can own 
100% or 0% ...
FrEE TO PAID Listly 
Facebook became 
PAY to PLAY, renting 
access to TARGET 
PERSONA 
$ 
= 
Facebook shifted from 
being ...
CREATE TO LIFECYCLE Listly 
We manage PRODUCTS via 
a product life cycle - a 
PLC MODEL) 
Why not CONTENT? 
Today we are t...
CREATE TO LIFECYCLE Listly 
Three types of TRAFFIC 
1. LAUNCH/PROMOTION 
Promoted traffic (by you and 
others at launch an...
EARNed to dubious Listly 
OWNED 
EARNED 
DUBIOUS 
EARNED / OWNED is an emerging GONGSHOW 
(ripe for exploitation/misuse) 
...
TOOLs to Mastery Listly 
We don’t need more TOOLS, we 
need more MASTERY 
VS 
STRATEGIES & MODELS like SCOPE 
Tool 
Tool 
...
NO MORe SHIFTs Listly 
LET’s DRILL 
INTO SCOPE
REPLACE POEM Listly 
Shared /Social 
Collaboration 
Owned 
Paid 
Earned 
S 
C 
O 
P 
E
ENOUGH WORDS. Time FOR INFOGRAPHICS! Listly 
Media Matrix Content vs Connection 
Fusion Role of 1:9:90
PAID OWNED EARNED SOCIAL via SCOPE LENS Listly
MEDIA MATRIX Listly
ThE INTERSECTIONs / INNOVAtIONs Listly 
- 
+ 
Innovation 
happens when 
you COMBINE, 
REMOVE, AMPLIFY 
or REDUCE your offe...
Utility vs Relationship Listly 
Utility :Solve Problems Relationship :Build Connections 
Shared Problem/Passion/Cause Shar...
Maximizing Brand Value with SCOPE Listly 
Connection 
Centric 
Content 
Centric 
Utility : 
Solve Problems 
Relationship :...
Lurkers & SCOPE: 1% Rule - Create, Curate & Consume 
Lurkers (90%) 
Paid 
Exposure 
Target Persona : 
Strangers Customers ...
Overlaying Content & Connection on SCOPE Listly 
Connection 
Centric 
Content 
Centric 
Content Centric Connection Centric...
LET’s CLOSE with Some Questions Listly 
SOME Q
SCOPE QUESTIONS Listly 
1. How & who will manage SCOPE to ensure you get more 
by spending less? 
2. Who will cultivate a ...
WAS THIS VALUABLE? Listly 
LIKE DECK 
SHARE DECK 
EMBED DECK 
[ ] 
[ ] 
[ ]
Some POEM/SCOPE Thoughts & aN Offer Listly 
1. I’m co-founder of Listly, a content platform for 
lists. Lists account for ...
WAS THIS VALUABLE? Listly 
LIKE DECK 
SHARE DECK 
EMBED DECK 
[ X 
] 
[ X 
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SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape.

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  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
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  • If you liked these slides the idea gets advanced a little in these slides

    http://www.slideshare.net/nickkellet/infosnackers-guide-to-the-galaxy-embracing-short-form-ephemeral-realtime-content-lavacon2014
    More actionable and practical
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  • @Sarah Pressler Thanks. Your inspiring me. I'm planning to do some hangouts maybe weekly - to help people learn Listly for sure - And my take on Listly is all about how and why digital media - I'm all for teaching people to fish over providing food.

    People need these survival skills in content marketing. So many people are drowning in the fast changing world of digital marketing. It's a scary confusing place.
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  • Wow - 7k views in a week, Not too shabby!
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  • @Kelly Hungerford That's a great example. You're right it does require work. There's a lot in this deck. Multiple big ideas and models that should help people thing more clearly about content marketing.

    I'm looking forward to #bizheroes chat. Thanks for the invite.
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SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape.

  1. 3 Shocks 11 Shifts 5 Infograpics 7 Questions POEM = PAID OWNED EARNEd Media SCOPE IS THE NEW POEM Making Sense of EMERGING MEDIA
  2. POEM: A REALITY CHECK Listly PAID OWNED EARNED MEDIA POEM’s core conveys pre-SOCIAL values POEM is 3 things, not 4 (3 forms of MEDIA) We’ve evolved beyond PAID, OWNED & EARNED CONTENT has become SOCIAL, which is widely misunderstood (more on that soon) The COLLABORATIVE age is upon us LURKERS & 1 : 9 : 90 are a defining force That’s why we need to drop POEM & adopt SCOPE. POEM communicates old ideas
  3. 3 shocks Listly 1. CONSUMERS don’t differentiate between “PAID, OWNED & EARNED”, so why are marketers segmented by different departments & separate agencies? Source 2. EXPERTS live by POEM. Many don’t yet know the term. Where are YOU in POEM ADOPTION? 3. The DIGISCAPE is evolving with the EMERGENCE / CONVERGENCE of “SOCIAL MEDIA”. No model truly categorizes SOCIAL (People) & CONTENT (Media) PAID OWNED EARNED Shares/Social Collaboration Owned Paid Earned
  4. 11 SHIFTS Listly CONTENT to HYBRID MEDIA HOST to EMBED SOCIAL MEDIA to SOCIAL CONTENT SOCIAL TO CONTENT LED ALONE to TOGETHER COMMENT to CREATE SELLING to SELF SERVICE FREE to PAID CREATE to LIFECYCLE EARNED to DUBIOUS TOOLS to MASTERY
  5. CONTENT to HYBRID MEDIA 1/4 Listly HYBRID MEDIA is a model BRANDS can use to MAXIMIZE creative REACH
  6. CONTENT to HYBRID MEDIA Listly Six HYBRID MEDIA examples LISTS as SLIDES LISTS as TEXT VIDEOS as TEXT TEXT as IMAGES VIDEOS as LISTS IMAGES as SLIDES 2/4
  7. CONTENT to HYBRID MEDIA 3/4 Listly 7 bonus “MEDIA” TYPES. just MEDIA LISTS
  8. CONTENT to HYBRID MEDIA 4/4 Listly Unified HYBRID MEDIA model 42 HYBRID types plus 7 Meta MEDIA types
  9. HOST TO EMBED Listly Today “SOCIAL MEDIA” means two things: 1. SOCIAL NETWORKS : Facebook,Twitter, Linkedin & G+ 2. SOCIAL CONTENT : Create, curate, share & embed via MEDIA PLATFORMS like YouTube , Pinterest etc Few appreciate this distinction, but it exists 1/4 SOCIAL NETWORKS MEDIA PLATFORMS (aka content networks)
  10. Listly HOST TO EMBED 2/4 A common PATTERN/MODEL emerged for DIGITAL MEDIA to be MANAGED with specialist PLATFORMS YOUTUBE INSTAGRAM SOUNDCLOUD SLIDESHARE SCRIBD LISTLY FLICKR 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  11. Listly from HOST TO EMBED 3/4 YouTube & Slideshare have PROVED the value of EMBEDDING. Their MODEL now applies to all forms of MEDIA MEDIA PLATFORMS make it easier for other to share, distribute & extend your CONTENT in the CONTEXT of their OWNED media. MEDIA PLATFORMS makes it easier to earn EARNED MEDIA
  12. HOST TO EMBED Listly Who uses Lists? 4/4 Who uses Graphics? 57% of POSTS 20% of POSTS 98% of BLOGS 81% of BLOGS Who users Audio? Who uses Video? 5% of posts 15% of posts 30% of blogs Who uses Slides? 3% of posts 78% of blogs 40% of blogs via analysis of 3500+ POSTS across 130 BLOGS
  13. SOCIAL MEDIA TO SOCIAL CONTENT 1/2 Listly SOCIAL CONTENT is really three distinct components They are each Shared Links worth EXPLORING Curated Content Managed Media
  14. Listly SOCIAL MEDIA TO SOCIAL CONTENT 2/2 Shared Links Managed Media Curated Content Scoopit Paperli Storify Listly Pinterest Rebelmouse Social Networks: G+, Facebook Linkedin, Twitter Sourcing: Reddit, Digg Delicious, StumbleUpon Collaboration: EmpireAve, Triberr, Listly Platforms: Buffer, Hootsuite, Tweetdeck Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly, Ranker Audio: Soundcloud, Audioboo, etc Text/Docs: Scribd, Blogs, Pulse, Medium etc Shared Links Curated Content Managed Media
  15. SOCIAL TO CONTENT LED 1/4 Listly CONTENT NETWORKS 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 CONNECTION VS CONTENT followers ? CENTRIC CENTRIC
  16. SOCIAL TO CONTENT LED Listly Nash Grier CONTENT CENTRIC Twitter 3.4m Facebook 2.2m vs Vine - 9.5M YouTube 3.6m Instagram 6.7m 19.8m 5.6m CONNECTION Vs CONTENT Nash 2/4
  17. SOCIAL TO CONTENT LED Listly 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 3.6m 831.2k CONNECTION Vs CONTENT Gary 3/4
  18. SOCIAL TO CONTENT LED Listly Compare their SOCIAL + CONTENT GRAPHS Gary Vaynerchuk 4.4m 19.8m 3.6m 831.2k 5.6m Nash Grier 25.4m VS + + CONNECTION CENTRIC Vs CONTENT CENTRIC 4/4
  19. ALONE TO TOGETHER Listly We’ve acquired & absorbed CONTENT creation skills. COLLABORATION is the next frontier Focus is shifting to combine AMPLIFICATION & PROMOTION (via collaboration) to get more from a brand’s media COLLABORATION touches Content AUTHORING Content DISTRIBUTION Content SHARING Content CROWDSOURCING & UGC VS VS VS 1/5
  20. ALONE TO TOGETHER Listly We’re shifting our focus from CONTENT to COLLABORATION (just maturity) How do we FIND, READ, WRITE & PUBLISH? Where are YOU in working TOGETHER or ALONE? 2/5
  21. ALONE TO TOGETHER Listly Who do YOU COLLABORATE with? Look up & down your VALUE CHAIN Involve people, be HELPFUL & GENEROUS LEAD & others will FOLLOW 3/5
  22. ALONE TO TOGETHER 4/5 Listly 11 types of TOOLS/PLATFORMS that help
  23. ALONE TO TOGETHER 5/5 Listly An INTEGRATED MODEL
  24. Comment to CREATE Listly In the beginning, audiences were happy to COMMENT & LIKE Consumers are shifting from COMMENTING to CONTRIBUTING & SHARING Instagram turned us into CREATORS ( & half decent photographers) Pinterest turned us into CURATORS & COLLECTORS Reddit. Rotten Tomatoes & Yelp turned us into RATERS & RANKERS People expect to be SOCIAL with CONTENT THE OLD POEM “BAND” on STAGE MODEL OWNED PAID EARNED THE AUDIENCE NEW SOCIAL / COLLABORATIVE MODEL EVERYONE CAN HAVE AN EQUAL ROLE ON STAGE
  25. Listly SELLING TO SELF-SERVE 1/2 THE 1% RULE is the norm. 1:9 :90 Consumers have moved to SELF-SERVICE & as such can remain anonymous LURKERS Less about TECHNOLOGY, more PSYCHOLOGY (gamification) HABIT is the new black BEHAVIOUR is king Power resides with the ATTENTION owner 1% CREATE 9% CREATE 90% CONSUME THE ENGAGEMENT FUNNEL
  26. Listly SELLING TO SELF-SERVE 2/2 Practically, each person can only CREATE 1% of the time. A BRAND can own 100% or 0% of that time. It’s NOT evenly distributed. You NEED to be WORTHY to WIN 1% CREATE 9% CREATE 90% CONSUME THE ENGAGEMENT FUNNEL
  27. FrEE TO PAID Listly Facebook became PAY to PLAY, renting access to TARGET PERSONA $ = Facebook shifted from being EARNED MEDIA to being a PAID MEDIA platform TARGET PERSONA
  28. CREATE TO LIFECYCLE Listly We manage PRODUCTS via a product life cycle - a PLC MODEL) Why not CONTENT? Today we are too focussed on launching our next post/video etc. We need to think about BEFORE, DURING & AFTER launch of each major CONTENT deliverable 1/2
  29. CREATE TO LIFECYCLE Listly Three types of TRAFFIC 1. LAUNCH/PROMOTION Promoted traffic (by you and others at launch and over time 2. NEWS JACKING (No SERP exists) When a CONTENT CREATOR snags Page PG 1 for hot search terms (NEWS EVENTS) 3. ORGANIC SEARCH When great content becomes anchored in Google it can be a great DAILY TRAFFIC SOURCE 2/2 work to build content value over time
  30. EARNed to dubious Listly OWNED EARNED DUBIOUS EARNED / OWNED is an emerging GONGSHOW (ripe for exploitation/misuse) When you don’t know PEOPLE & convey VALUE/ INFLUENCE, it works In that case EARNED is EARNED Beyond that it’s DUBIOUS & heading toward reciprocity. The new backlink. MY OWNED = YOUR EARNED
  31. TOOLs to Mastery Listly We don’t need more TOOLS, we need more MASTERY VS STRATEGIES & MODELS like SCOPE Tool Tool to help choose your TOOLS Kicker Master Pick TOOLS / PLATFORMS that Content cross-amplify & work well Experiment inside SCOPE VS Build deep competency in the TOOLS / PLATFORMS you adopt, Body of Work by building a body of work
  32. NO MORe SHIFTs Listly LET’s DRILL INTO SCOPE
  33. REPLACE POEM Listly Shared /Social Collaboration Owned Paid Earned S C O P E
  34. ENOUGH WORDS. Time FOR INFOGRAPHICS! Listly Media Matrix Content vs Connection Fusion Role of 1:9:90
  35. PAID OWNED EARNED SOCIAL via SCOPE LENS Listly
  36. MEDIA MATRIX Listly
  37. ThE INTERSECTIONs / INNOVAtIONs Listly - + Innovation happens when you COMBINE, REMOVE, AMPLIFY or REDUCE your offering
  38. Utility vs Relationship Listly Utility :Solve Problems Relationship :Build Connections Shared Problem/Passion/Cause Shared Connections/Influencers Content/links that’s socially created or curated & easy to embed or share Advertising bought / placed by the brand Branded comms with a direct connection to the consumer Communication that is not managed by the brand Youtube, Slideshare, Prezi, Soundcloud, Instagram, Flickr, Vine, Pinterest, Listly, Scoopit, Paperli, Scribd etc Print, TV, Radio, Websites, Magazines, Cinema, Outdoor, Direct Mail, Email Lists, SEM, Paid Search, InStore Brochure, Retail Store, Company Site, Microsite, Branded community, Facebook Page, Mobile Apps, Branded Vehicles Word of Mouth Blog Posts, Reviews, PR Coverage, Mentions, Forums, Likes/Shares/ comments via Facebook, Twitter, LinkedIn, G+ etc Social Content Paid Exposure Owned Media Properties Earned Media Exposure Communities: Curators & Collaborators Target Persona (Strangers) Customers Fans, Influencers & Sceptics
  39. Maximizing Brand Value with SCOPE Listly 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
  40. Lurkers & SCOPE: 1% Rule - Create, Curate & Consume Lurkers (90%) Paid Exposure Target Persona : Strangers Customers Curators (9%) Creators (1%) Social Content Owned Media Properties Earned Media Exposure Communities: Curators & Collaborators Fans, Influencers, Sceptics = 90% Vs 10% = Listly
  41. Overlaying Content & Connection on SCOPE Listly Connection Centric Content Centric Content Centric Connection Centric Social Paid Owned Earned Social Paid Owned Earned Utility : Solve a Problem Relationship : Make a Connection Earned Owned Paid Social Relationship: Make a Connection Utility: Solve a Problem Social- Paid Paid- Owned Owned- Earned Paid- Earned Social- Earned Social- Owned
  42. LET’s CLOSE with Some Questions Listly SOME Q
  43. SCOPE QUESTIONS Listly 1. How & who will manage SCOPE to ensure you get more by spending less? 2. Who will cultivate a COMMUNITY of social content creators? 3. Who on your TEAM will manage blogger/influencer OUTREACH? 4. What’s your LURKER strategy? How do you plan to entice them out of the shadows? 5. How will you be a SCOPE innovator? How will you experiment? How will you gain first mover advantage? 6. Who’s the thought leaders in your domain? How can you learn from them & CONNECT / COLLABORATE? 7. What other QUESTIONS should you be asking?
  44. WAS THIS VALUABLE? Listly LIKE DECK SHARE DECK EMBED DECK [ ] [ ] [ ]
  45. Some POEM/SCOPE Thoughts & aN Offer Listly 1. I’m co-founder of Listly, a content platform for lists. Lists account for 30% of the web, we simply make lists fun/social, shareable/embeddable & collaborative. (Slideshare for lists is a simple parallel). Listly lists lives deep inside SCOPE 2. I love the topic of POEM/SCOPE. I’m always pondering whats next. I make MODELS to help me express & share my thoughts 3. I EXPERIMENT with all forms of DIGTAL MEDIA 4. I’m @nickkellet on TWITTER. Invite me on LINKED 5. Want to talk POEM/SCOPE? Let’s SKYPE
  46. WAS THIS VALUABLE? Listly LIKE DECK SHARE DECK EMBED DECK [ X ] [ X ] [ X ]

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