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Updated by Nick Kellet on Nov 13, 2015
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Nick Kellet Nick Kellet
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#bareitall questions

1

How do you see the relationship between social and traditional media evolving?

How do you see the relationship between social and traditional media evolving?

Traditional Media (paid, owner & earned) are blending with shared/social media.

We’re moving to unification - away from silos of SEO, PR, Social, Media

Social Media is changing traditional media from “create then consume” to “create & evolve”

Social media brings participants to traditional media (not just readers)

The Audience is the brand. They care about exposure (likes) too.

When we share context, we share to relevance/preference (less is more)

Everything is becoming playable and embeddable.

Media is becoming: granular, reusable, combinable, spreadable.

The audience is not just listening any more...they are participating

2

We broadcast more. We filter more. Is the social media world becoming smaller or larger?

We broadcast more. We filter more. Is the social media world becoming smaller or larger?

Neither. It’s becoming long tail. Personalized. Relevant.

Content is becoming larger, attention is being divided into smaller nichés.

Today social is a small bubble, but don’t forget the 1:9:90. 90% are lurking.

Your community are your filter. The big question is how to make your content matter to them

With so much media (larger), impressions metrics are becoming devalued (smaller)

Social powers more smaller ponds. More content does not mean more eyeballs.

We believe in a shift to collective filtering. It’s happening now, but just less formally.

The only constant is attention - as media/channels expand proof of attention will become king

3

Why are lists important?

Why are lists important?

For some reason our species is drawn to numbered lists

Lists set expectations. Lists say “I’m skimmable”. Lists are great to share.

Lists are easy to contribute to. Everyone knows how to add!

Lists are spreadable media. Easy to embed or share

Collecting things makes us happy. Lists are human.

Lists are easy to share > Share a List, Share an item

Lists are a form of basic instinct.

We use lists to collect, organize and share our lives. Lists are simply a familiar / useful construct.

List posts account for 30% of content. Analytics drive people to produce more lists because lists work

We believe lists should be social - people want to contribute and express preferences

Lists are a simple way to collect ideas and aggregate opinion. We call it social curation.

4

What is the biggest trend in social media so far this year?

What is the biggest trend in social media so far this year?

Curation & automation are both big this year -> Human Curation vs Content /Sharing Automation

Media is evolving to be more granular and embeddable -> Listly and Medium are good examples

How & what we share is fast changing. We are both share producers & share consumers

People are getting more choosy how they spend their time. Attention is in short supply.

Creating true engagement is hard. there is no silver bullet.

Social is becoming anti social. Automation is too tempting.