7 BIG cHEESE DIGITAL Marketing Secrets

@NickKellet Cofounder @Listly

How to get more from SlideShare, YouTube & other media platforms

Choose!

How big’s your cheese?

XS S M L XL XXL XXXL

WANT A SLICE?

a bigger Slice?

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to be a big cheese?

Many Ways to become a Big cheese

What’s your strategy

Content/ Body of work

Media / Technology

Expertise

Time / the grind

Earned Media Reviews

PR

Paid Media Adverts

Connections/ Networking Backchannel

THIS DECK explains …..

How to get consumed more!

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adeMedia /

Technology Expertise

How will you

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Become a big media cheese?

Media Cheese

comes in six flavors

Videos

Podcasts (Audio)

Slides

numbered Lists

(Listicles)

Docs/ Text Posts

Infographic/ Photos

Are they the same?

I SAY No

ContentMedia

How & WHAT

= How = what

we consume

ContentMedia

Media vs Content

Media is more granular. it’s also plumbing - It’s how content travels + spreads

We can consume the same content via different media (watch video, skim a list)

Content can consist of a collection of media

ContentMedia

Eg Hybrid Media

Media X as Media Y

FROM HOW + WHAT TO WHY

Why do you get more ENGAGEMENT?

MORELESS

>>>

More ENGAGEMENT?

six types of more

Likes

Comments

Contributionembeds

Shares

Views

Being EffectiveAre your assumptions flawed? Mine were!

Assumption: People understand media

Reality: Few go beyond basic use

The Web is a Machine = { People + Technology }

To be effective: Play the machine for all it’s worth (most don’t even see the machine).

I’ve found many SlideShare , YouTube & Podcast users don’t know the real “why”. A missed opportunity

for them, a problem for me/Listly.

This deck explains key elements of the digital media machine.

Follow these secrets to become a pro.

my storyI’m co-founder @Listly

I took my last company to exit in 2.5 years (to BOBJ

now SAP).

I published a Board Game, winning 20+ awards +

selling 80k+ copies globally.

I was crowdsourcing before the term was coined.

I experiment daily with all forms of media.

I’m writing a book.

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Dahul

first LessonDon’t assume people’s baseline knowledge.

Telling your story without strong insight of your audience’s baseline knowledge is highly

ineffective (it’s not always obvious).

It’s hard to be too simple. Less is always more.

Assume lessIm

age

hoover

ine

Example

By assuming people understood media, I was

being ineffective.

People can’t see Listly’s value if they don’t know why they cherish Slideshare +

YouTube.

What flawed assumptions are you making?

YOUTUBE VALUE

HOoks/ Metaphors

We learn + communicate via metaphors.

Movie “X” is like movie with a “Z”

Hang your idea on the right hook (or metaphor).

Long form communication is dead.

= Starting Points for learning

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Like YouTube But for lists

Like JAWS but in the …

When you pick the thing you are like, people

better know that thing.

To explain “Listly is YouTube for lists”

only works if people really get YouTube.

Be careful your hook is not a distraction.

BigGER Cheese?

Why do you use YouTube?

This deck explains why media platforms like Listly, YouTube &

Slideshare are effective.

Get the digital machine + you’ll likely get Listly (making my task

easier).

1 Embeds get more views

Earned Media 2

more SHARES

Shared Media 3

more PeoplE

media platforms 4

lazY LINGO

SOCIAL Media 5

Search isn’t just google

SEARCH SITES 6

1% Rule 1:9:90

Self service 7

Blogs: silo not Solo

owned media

Blogs: silo not Solo

Blogs are ineffective in isolation. Using just blogs is bad (+ getting worse). Times have changed.

Create media (slides, videos, podcasts, images, lists), instead of authoring blog content alone.

You lose nothing if you then embed this media on your blog ( owned media ).

Winners leverage media networks

owned Media 1

Blogs: silo not Solo

owned Media 1

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SPIN

SUCK

S /

@GAPI

NGVOID

Embeds get more views

Embeddable Media gets you more views (small “chunks” are easier + more enticing to embed)

It’s like borrowing other blogs audiences!

• Great content gets embedded • People write about it • Media Platforms were built for embedding • Embedded content is great on Mobile too

It’s called earned media

Earned Media 2

Are you leveraging all FOUR forms of DIGITAL MEDIA

Are you missing out on free exposure + new customers? Self Hosted

ContentIntegrated STRATEGY

OWNED blog

OWNED embeds

EARNED & PAID

search

EARNED embeds

vs

Views (customers)

SOCIAL search

Embeds get more views

Earned Media 2

more SHARES

We consume via recommendation. Sharing is a collaborative act, a filter. SHARING IS ALSO SOCIAL CAPITAL - KUDOS.

Sharing videos, images & listicles is simple + rewarding.

Twitter, Facebook, LinkedIn etc make media more accessible (i.e. playable / viewable inline). This is shared media

Shared Media 3

more PeoplE

Media platforms make it easy to share, like, comment + contribute.

Removing friction makes content social, thereby involving more people.

media platforms 4

Social Media is a lazy lingo, blending two distinct ideas.

Social Networks : 4 main networks ( facebook, TWitter, LInkedin & Google+) Here content revolves around people.

Media Platforms : Slides, Videos, Podcasts etc make it easy to consume, share, contribute & create media. Here people revolve around content.

SOCIAL Media

1

2

lazY lingo 5

SOCIAL NETWORKS

MEDIA PLATFORMS

Content revolves around

people

People revolve around

Content

lazY lingo

SOCIAL Media 5

Search isn't just google

You get more views via destination search sites

Each media platform is a destination search site. e.g. YouTube is 2nd biggest search site. People go there to find stuff.

Google.com is less dominant than we think. Understanding how we search matters.

SEARCH SITES 6

LIKE an orchestra Combine all the elements to MAXIMIZE impact

Social Ads FACEBOOK

Prints Ads

Outdoor / BILLBoards

TV/ Radio ADS

Sponsors / Product

PLACEMENT

Company Blog

Email List / Newsletter

Owned Media Sites

Help Desk/ Docs

Lead forms

Guest Posts

Reviews/Ratings UGC Media

CoverageCurated LISTS (Mentions)

Linkedin Twitter,

G+

Pinterest, Scoopit PAPERLI

REBELMOUSE

Listly, Slideshare, SOUNDCLOUD

Instagram, YouTube

VineLINKS

Social Shares

WebinarsLanding Pages

DIRECT SALES

Search Ads

ORGANIC SEARCH REFERRALS

COLLABORATIVE SHARING

TRIBERr GAGGLEAMP

AFFILIATEs

Search isn't just google

SEARCH SITES 6

1% Rule 1:9:90

1% create, 9% contribute, 90% consume

Brands need to focus on the passive consumer & tipping them to become a contributor.

Lurkers rule the self service economy.

Media Platforms enable both 1:9:90 + P.O.E.M. (paid, owned & earned media).

Self service 7

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

YOUTUBESCRIBD

SLIDESHARESOUNDCLOUD

LISTLYINSTAGRAM

FLICKR

VINE

Platforms make it easier to manage your media & for others to embed & share it too

MEDIA PLATFORMS EMERGE:

FlickR Et al 2004 onward

What’s your biggest cheese?

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Which of your media gets most views?

Total Views

Content Name

THE LOVE CONNECTION: How to create content ..

Twitter Bootstrap Alternatives

28.3k

76.5k

1.9k

0.9k

The Origins "ReGifting" 47.5k 33k

Platform

Slideshare

Listly

YouTube

Embed Views

Here’s My biggest cheeses to-date

Content performs uniqely on each platform

Views EmbedsFansBody of Work

50+

500+

200k

540k

1600

1600

100

1000

% Embeds

25%

45%

Platform

Slideshare

Listly

Stats from my body of works

You can only learn what works by

experimenting

a body of work builds a body of words, helping you get found.

Views via embeds not on your blog are earned media

Not Familiar with POEM?

You should Be!

Big Cheese = POEM MAESTRO!

6 DEcks on POEM

I think + write a lot about marketing, the digital

media landscape + Lurking

1 Embeds get more views

Earned Media 2

more SHARES

Shared Media 3

more PeoplE

media platforms 4

lazY LINGO

SOCIAL Media 5

Search isn’t just google

SEARCH SITES 6

1% Rule 1:9:90

Self service 7

Blogs: silo not Solo

owned media

Is your team onto POEM (Paid,Owned & EARNED Media)?

THis Deck puts “POEM” in context of digital media

You should use Media Platforms because: ๏ Blogs are great, but media works in parallel to build

your audience. Blogs are not effective in isolation. MEDia boosts your exposure.

๏ Media Platforms remove fiction + get you more views, shares + embeds.

๏ Media Platforms help you leverage P.O.E.M

๏ Videos, slides, lists etc lower the bar. They are easier to find, consume, share + reuse.

๏ Failing to embrace Media Platforms just adds fiction & stops you getting found elsewhere.

RECAP

Are you missing out?

Why Media

NEED more DATA? Click on this Image

I BENCHMARKED SOME OF MY BEST CONTENT

MORE TRAFFIC DATA Click below

Media platforms rank highly on alexa.com

Back Story

I recently learned people weren't picking their media platforms wisely (or using them at all).

I knew people picked tools poorly, so I’m not sure why I was surprised.

These were people I’d assumed would know how to choose.

So then I realized, that’s the problem I’m experiencing with Listly.

If more people got media, more people would get Listly.

Hence the idea for this deck was born.

I’ve also found it valuable to recap + retell things you’ve already told.

Complex ideas get easier to tell as you seek out the perfect metaphor.

There’ no doubt media is complex + someone needs to make it simpler

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Impact Label

Muli

Rough Draft

STORY FONTS

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