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