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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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The Infosnacker's Guide to the Galaxy
Embracing Short Form, Ephemeral &
Realtime Content@nickkellet / @listly #lavacon
The Infosnacker's Guide to the Galaxy
The Infosnacker's Guide to the Galaxy
The Infosnacker's Guide to the Galaxy
ListlyREPLACE
• I’m experimenting on SOCIAL CONTENT at LISTLY. • 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
My Story
ListlyREPLACE
1. Framing : Fads & Trends
2. 7 Media Types
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACE• Is your content supposed to earn links
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
CONTENT OBJECTIVES
ListlyREPLACESHORT FORM, EPHEMERAL & REALTIME
Where do they exist? !
FRAMING the opportunity
MarketProduct
Feature
!!!!!!!!
History of Search !
Many players one winner
!Yahoo & Microsoft saw
FEATURE !
Google Saw MARKET
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Creativity from opposites
Short form
Long form
Now Later
Short term
Long term
Alone Together
Brevity Ephemeral
CollaborationSynchronicity
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Fricton DRIVES Fresh thinking
Real Time
Private Public
Anonymous Static
Slow Changing
Openness Content Evolution
ListlyREPLACEFinite 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?
Short Form is an ART
Lesson: Game Rules
Time
Value
Building trust bite by bite
ListlyREPLACEOREO / 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
REALTIME needs TEaMWORK
ListlyREPLACEFocus
• 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
Think FOCUS NOT “Ephemeral”
Single Slide Decks
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1. Framing : Fads & Trends
2. 7 Media TYPES
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACE
finite List: 7 MEDIA TYPEs
Exception: 3D print : touchable media, smellivision
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SOCIAL NETWORKS
MEDIA PLATFORMS
(aka content networks)
SOCiAL & MEDIA NOT SOCIAL MEDIA
Time
ListlyREPLACEA MODEL emerged for MEDIA PLATFORMS
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
YOUTUBESCRIBD
SLIDESHARESOUNDCLOUD
LISTLYINSTAGRAM
FLICKR
THE Shift FROM HOST TO EMBED
VINE
ListlyREPLACE1. Embeds =
EARNED media 2. Destination
SEARCH Engines
3. Metrics & Social Proof
4. Network Effect
MEDIA NETWORKS : Amplification
Self Hosted Content
Media Networks
OWNED Blog
OWNED embeds
SEARCH
EARNED embeds
vs
Views
ListlyREPLACEVIEWS or ENGAGEMENT?
New Rules: Engagement EARNS views
BEATING HeartsRolling Eyes VS
Sharing
LikeEMBED
COMMENTSOCIAL FEEDS
VIEWS
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TRACKABLE SPREADABLE MEDIA
ListlyREPLACEThis matters when you
commit to build a BODY OF WORK
TIME TO AUTHOR VaRIEs by Media
ListlyREPLACE
Analysis: 3500 Posts / 130 Blogs
Lists 30%/ 98%
Audio 5% / 30%
Slides 3% / 40%
Video 15% / 80%
Graphics 20% / 81%
%age of blogs using media 100%
30%
0%
%age of posts
using media
via Content Audit Analysis
ListlyREPLACECONSUMERS don’t differentiate
between “PAID, OWNED & EARNED”
!
- CONTENT is now SOCIAL
- COLLABORATIVE age
- LURKERS have power in 1 : 9 : 90
!
POEM > SCOPE
Shared/Social, Collaboration Owned, Paid & Earned
POEM SHOCK
Source - @Jowyang - web-strategist.com
$ EARNEd
$ PAID
BRAND
$ OWNEd
ListlyREPLACE
BUILD Your EMPIRE
Company Blog
SOCIAL ADS
Slideshare
re-TARGETED ADs
G+YOUTUBE
landing pages
LEAD FORMS
Downloaded assets
Webinars
Reviews
Organic SEarch
Listly
sponsored posts
Media coverage
Local content
Social mentions
Social Shares Curated
mentions
HELP DESK
Search ADSUGC
ListlyREPLACE
BeyonD POEM: Defining “SociAL Content”
Shared Links
Curated Content
Media Platforms
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WHAT IS SOCIAL CONTENT?Shared Links
Media Platforms
Curated ContentScoopit Paperli
Storify 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
Shared Links
ListlyREPLACE
1. Framing : Fads & Trends
2. 7 Media TYPES
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACE
Six HYBRID MEDIA examples
LISTS as SLIDES LISTS as TEXT
TEXT as IMAGES
VIDEOS as TEXT
IMAGES as SLIDESVIDEOS as LISTS
ListlyREPLACE
GOAL Design for reuse
HYBRID MEDIA
ListlyREPLACE
HyBRID Curation : lists
Videos of videos Slides of slides Lists of lists etc
ListlyREPLACE
CONTENT to HYBRID MEDIA
Unified model 42 HYBRID types
plus 7 Curated LISTS
ListlyREPLACE
42The answer to life, universe
and everything
424242The answer to life, universe
and everything
The answer to life, universe
and everything
42
ListlyREPLACE
1. Framing : Fads & Trends
2. 7 Media TYPES
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACEMEDIA 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?
CONTENT CENTRIC
CONNECTION CENTRIC VS
ListlyREPLACE
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
ListlyREPLACE
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
831.2k3.6m
CONNECTION Vs CONTENT
Gary
ListlyREPLACE
1. Framing : Fads & Trends
2. 7 Media TYPES
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACECollaborative
AUTHORING
!
Collaborative PROMOTION
!
Consumer SHARING & USER GEN CONTENT
SCALE: FROM 1 TO MANY
VS
VS
VS
ListlyREPLACEALONE or TOGETHER?
Are YOU adopting COLLABORATION?
Find, READ, Share & Publish
integrated model for Find, READ, SHARE & PUBLISH
ListlyREPLACE
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
SELLING TO SELF-SERVE
ListlyREPLACEBeyond commenting
• Instagram > CREATORS
• Pinterest > CURATORS
• Reddit / Yelp / Listly > RATERS / RANKERS
People expect to be SOCIAL with CONTENT
PEOPLE WANT SOCIAL CONTENT
PAIDOWNED EARNED
THE AUDIENCE
“BAND” on STAGE
EVERYONE CAN HAVE AN EQUAL ROLE ON STAGE
1st CLASS CONTRIBUTOR
VS
ListlyREPLACE
1. Framing : Fads & Trends
2. 7 Media TYPES
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACEWe 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
TOOLs to Mastery
Tyre Kicker
Tool Master
Single Body of Work
VS
VS
ListlyREPLACEDesign for
SHAREABILITY • Many ways to SHARE • TEXT & message
trees first
Exploit HYBRID MEDIA
Design for ReUSE
Wicked Title Big IDEA #1BIG IDEA #2BIG IDEA #3
ListlyREPLACE
CONTENT Plan
Wicked Title
Big IDEA #1
Big IDEA #2
Big IDEA #3
ListlyREPLACE
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
What’s the process?
ListlyREPLACE
1. Framing : Fads & Trends
2. 7 Media TYPES
3. 42 Types of Hybrid Media
4. Social vs Content
5. Collaboration & Participation
6. Authoring for Amplification
7. Modelling Our Digital Reality
ListlyREPLACE
HYBRID DIGITAL
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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
VsVsVsVs
x x x=BRANDVALUE
ListlyREPLACENick Kellet
list.ly / @listly
@nickkellet
linkedin.com/in/nickkellet
facebook.com/nickkellet
Quetions? LEt’s Connect!
ListlyREPLACE
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