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What hath social media wrought
Jason Falls
April 16, 2015 | Las Vegas, Nevada
Social Media is Wonderful
ELASTICITY + HOLY SMOKES!
Fonzales
1960
ELASTICITY + HOLY SMOKES!
Imgarcade.com
1990
ELASTICITY + HOLY SMOKES!
Dejungelin.se
Today
ELASTICITY + HOLY SMOKES! Miguel Angel Aparicio
… and then there’s this …
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What does it all produce?
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Unfortunately, it’s the better train wreck
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The Filter Bubble
The winners produce the signal
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And this is where we’re headed
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What hath social media wrought?
“The news is nothing more than
outrage porn. Or fear porn. Or literal
porn. Completely ignore it and
spend your mental energy focusing
instead on being healthy, being
creative and improving one percent
each day”
-- James Altucher
So what do you do?
Mike Baldwin
Ask what makes your audience say, “That is awesome!?”
Do THAT. A lot.- Me. Just now.
(Tweet that!)
My latest experiment …
• Weekly podcast
• Not about marketing
• Exploring the rebels,
deviants, outsiders and
outliers that make life
bigger, bolder and badass
• www.100proofshow.com
Traditional media still kicks your ass
Drazen Vukelich
New Media vs. Traditional Media (online)
News
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
50,000,000
Newsweek Huffington Post Daily Banter
2010
2015
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
People/TMZ PopSugar College Candy
2010
2015
New Media vs. Traditional Media (online)
Entertainment
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
Techcrunch Wired Louis Gray/AndroidGuys
2010
2015
New Media vs. Traditional Media (online)
Tech
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
BHG HomeMadeSimple/Remodelista
Lil'Sugar/ TameraMowry
2010
2015
New Media vs. Traditional Media (online)
Home
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Car & Driver Jalopnik The Weekly Driver
2010
2015
New Media vs. Traditional Media (online)
Automotive
And then there’s this …
• Lifestyle blogger
• 60,000 monthly uniques***
• 250,000 PV/Month
• 2,000 people per day X 5
• 10,000 @ $750 per post
• $13.33 per impression
And then there’s this …
• Parenting.com
• 2.1 MM monthly uniques
• $15 per 1,000 impressions
for an ad
• Even if impression in post
is worth 10X more?
• $6.33 per impression
So what do you do?
Mike Baldwin
Develop a Media Kit
• Page or PDF easily
accessible
• Outline the types of
sponsorships you offer
• Consider sponsored posts,
guest posts, AND social
sharing/activation
• Link to examples/proof
Show us your audience
• Illustrate who your audience
is
• Traffic numbers,
demographics, social
behaviors, interest graph
• Quantcast, Compete, Cision
data
• The better = more relevant
Be transparent & honest
RESULTS
• 256 million total impressions;
• 91 major national media hits;
• 43,700 visits to the Facebook app;
• 157,000 separate points of engagement;
• Most tax returns filed in a single year;
• Competitor Intuit acknowledged HRB’s aggressive outreach to a younger demographic in their earnings call.
Understand PR
• Good ones wish to be
relevant and reliable
• Looking for organic and paid
placements
• But don’t always have paid
budget but have content
worth considering (to share)
• Do you like people always
looking for $$?iStockPhoto.com
Food for Thought
David Schrader
Another way of seeing it …
Agnieszka Guzowska
Yes, there are bad PR people. But the good ones can make your blog or podcast more
powerful and lucrative.
- Me. Just now.
(TWEET THAT!)
Jason Falls
Elasticity
@JasonFalls
goelastic.com
100proofshow.com
jasonfalls.com
Get the slides! www.slideshare.net/elasticity
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