List Headline Image
Updated by Nick Kellet on Nov 13, 2015
 REPORT
Nick Kellet Nick Kellet
Owner
Listly Curator Listly Curator
Curator
Listly Listly
Curator
12 items   8 followers   1 votes   117 views

11 Digital Media Shifts for 2015 & Beyond

1

CONTENT to HYBRID MEDIA

CONTENT to HYBRID MEDIA

Content is great, but there’s a trend happing right under your nose that you will have seen, but may not have noticed it as a trend. You may not have heard a name categorizing this behaviour

There are 7 core forms of Digital Media

Images, Slides, Videos, Lists, Audio/Podcasts , Text/Blogs & Links

Until we crack smell or touch via Digital this is fixed.

We’re not inventing any more senses.

Hybrid Media is simple the term to categorize when one form of media is transposed into another

Eg a Google Hangout that’s transcripted = Video as Text

When the same Hangout is repurposes as a podcast = Video as Audio

This is a big trend and great strategy / mindset for getting more from your content.

2

HOST to EMBED

HOST to EMBED

Over the last decade media platforms have emerged to cater for each of the 7 core forms of Digital Media

Images, Videos, Slides, Lists, Audio/Podcasts, Text/Blogs & Links

We’ve all experienced the value of uploading content to Slideshare or YouTube and re-embedding this content on your blog and letting others do the same.

Each of these Media platforms becomes a destination search site in their own right. Have you ever searched for content on Slideshare or YouTube directly as opposed to searching via Google.

This trend is still emerging and people are slowly appreciating the value of using managed media platforms.

3

SOCIAL MEDIA to SOCIAL CONTENT

SOCIAL MEDIA to SOCIAL CONTENT

The word “Social Media” is so widely used, it’s actual meaning is misunderstood

Social Media is really two core elements

Social networks: Facebook, Twitter, Linkedin & G+

Content networks: ie managed media platforms for Images, Videos, Slides, Lists, Audio/Podcasts, Text/Blogs & Links

4

SOCIAL TO CONTENT LED

SOCIAL TO CONTENT LED

Most people are socially led. They have more followers on Linkedin, Twitter, Facebook and G+ than their total following on managed Media Platforms like YouTube and Slideshare.

A strategy is emerging - to be content led. These people/brands have more people following them for their content than for their social connections.

This is a very interesting switch and should make you want to rethink your approach to social.

5

ALONE to TOGETHER

ALONE to TOGETHER

We’ve simply got used to being able to do anything together from reading to writing to sharing ideas.

We don’t need to be present at the same time or in the same location, we can simply collaborate to create more value with less resources.

When you embrace this trend and look at the bigger process it makes you think an evaluate where are you and early adopter and where are you a laggard.

6

COMMENT to CREATE

COMMENT to CREATE

Commenting was simply the first wave of the web, but 1:9:90 has become an established ratio - the 1% Rule.

Platforms like Instagram have turned more people into Creators.

We’re in the process of shifting from commenting on other people’s content to wanting to be creators and contributors in our own right.

7

SELLING to SELF SERVICE

SELLING to SELF SERVICE

Self service is not new news, but the big thing that’s a function of self-service is the role of lurker.

We all follow a 1:9:90 rule for creating, contributing and consuming content.

Our role is to motivate the lurkers (the 90%) to care enough to want to be a contributor, a commentator and a participant.

It's become less about technology and more about psychology

8

FREE to PAID

FREE to PAID

Facebook has begun to tip of social into being a paid model. What was once earned media is rapidly booming paid media.

This places a much higher focus on ROI. Social was never really free when you accounted for the time investment, but there was still feeling that it was free.

Now we need to be more considered in the time we invest and the tools / platforms we invest in.

9

CREATE to LIFECYCLE

CREATE to LIFECYCLE

We’ve all been learning, exploring and refining our content creation processes.

We’ve been focused on making creation something we do on a daily/weekly/monthly basis

The next shift is to focus on getting more exposure for the content your create.

We need to think about the product life cycle for content

Before, during and after the launch of each new content deliverable

We use a PLC for products, it makes sense to use the same rigour to maximize your investment in content

10

EARNED to DUBIOUS

EARNED to DUBIOUS

Earned media is at risk of falling the way of back links. How many earned media opportunities are really earned? How many are just reciprocal?

Creating real, valuable earned media should be should be a top priority for marketing, but just be smart to not devalue notion of earned media.

11

TOOLS to MASTERY

TOOLS to MASTERY

Today we have too many tools to chose from. We don’t need more tools, we need more mastery in the tools we do we. We need to be willing to invest deeply in fewer tools in order to acquire deep competence.

We need to be willing to build a body of work on a given platform in order to see

SCOPE is the new POEM. Making Sense of the Emerging Digital Media Landscape.

3 Shocks 11 Shifts 5 Infograpics 7 Questions POEM = PAID OWNED EARNEd Media SCOPE IS THE NEW POEM Making Sense of EMERGING MEDIA