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Updated by Nick Kellet on Nov 13, 2015
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Nick Kellet Nick Kellet
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Hierarchy of Needs for Social Content in the Age of Hybrid Media

Source: http://blog.list.ly/2014/09/04/content-got-needs/

1

Physiological: Be Found

Physiological: Be Found

Being found is all about text. Content begins and with text.

You need a great title, copy, tags and keywords.

You can augments with videos and images, but word are what will get you found.

Ever search engines on Google, Slideshare and YouTube are all 100% text centric.

For content, being found is essential Eyeballs lead to engagement and participation.

2

Physiological: Be Seen

Physiological: Be Seen

As a second level requirement of being found, you need to think hard about adding a visual component to your content.

Blog posts need images, anything you share needs an image (shares with images work better).

3

Physiological: Be Heard

Physiological: Be Heard

Once you have text and visuals dealt with you can advance to adding sound and images with podcasts and videos.

4

Safety: Own Your Home

Safety: Own Your Home

Owning your own home, having a home base and a destination you can send people to is essential.

You need what's called "Owned" media as a basecamp.

Once you have built your own credible "Owned" media you can more on to thinking about Earned, Shared and Paid Media.

Over time all social / content networks change, so unless you want to be beholden to a landlord, all smart brands begin with a home base with a memorable domain name.

5

Safety: Social Math

Safety: Social Math

Paid Media (PM)
Owned Media (OM)
Earned Media (EM)
Shared Meda (SM)

Marketing Value = PM x OM x EM x SM

The more you can create from OM x EM x SM, the more you can amplify and or reduce PM (Paid Media). You should be paying (investing in people etc) to create, cultivate and managing your OM, EW & SM.

These are new skills and new job roles.

It's easy to hire people to buy ad space. Leveraging OM, EM & SM requires new innovative thinking. It's a living experiment.

6

Safety: Link & Embed

Safety: Link & Embed

You can create more value by inspiring people to link to your Owned Media with embedded lists, videos, slides, podcasts etc and also via more traditional linkbacks.

7

Love: Assemble Your Army

Love: Assemble Your Army

The first step of emotional involvement is identifying and engaging with and building your army of fans.

Fans can take many forms and have many roles. Look out for them up and down your value chain,

8

Love: Think Generosity

Love: Think Generosity

Generosity is the core of building love for your brand.

Don't keep score. Help those you can. Be useful to your audience by introducing new people and ideas.

Generosity is a mindset

9

Love: Foster Community

Love: Foster Community
10

Esteem: Shared Vision

Esteem: Shared Vision

Don't be afraid to express what you care about and what you believe in.

This will make it easier for others to identify with your mission and to help.

11

Esteem: Thank & Connect

Esteem: Thank & Connect

Be seen to thank people who've gone out of their way to help you. Be seen as welcoming. Thank people for showing up and participating. Welcome new arrivals. Let people see your community. Re-share their work.

Most of all connect people you learn or believe have similar missions.

12

Esteem: Build Confidence

Esteem: Build Confidence

Nobody likes to be first, we all crave social proof. So share what you have. Share and make visible those who are already helping, share how popular your ideas are.

All this social proof building confidence and makes people curious and to crave belonging and participation.

13

Self: Find Your Role

Self: Find Your Role

Who is your beast? What's your role in the context of the marketplace?

Are you a creator, a curator or a connector? Let people see and know your role and let and help them figure our their role. We all want to belong and play a role. We all want to matter.

14

Self: Seek Mastery

Self: Seek Mastery

Become a master of your passion. Help others become masters of their passion too. Help people find their niche and their role and then share what you all know together to make it easier and quicker for others to follow you in your journey and to join your merry band,

15

Self: Be Your Best

Self: Be Your Best

Ultimately you want and need to be your best. The ultimate in self actualization. Have meaning, be unique and add value. Be necessary in your world. Value those around you and their mastery and have them value you.

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