how social media broke pr (and how to fix it)
DESCRIPTION
How Social Media Broke PR (and how to fix it). A keynote I gave at Social Media Strategies Summit.TRANSCRIPT
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How Social Media Broke PR(and how to fix it)
Christopher S. PennVice President, Marketing Technology
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Who is SHIFT?
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#SMSsummit@shiftcomm
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shiftcomm.com/keynote
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Audience
Leads
Sales
Evangelists
The life of a marketer
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Audience
Leads
Sales
Evangelists
Marketing
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Audience
Leads
Sales
Evangelists
Marketing
Sales
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Audience
Leads
Sales
Evangelists
Marketing
Sales
Service
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The Marketer’s Dilemma
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Where does NEW
come from?Audience
Leads
Sales
Evangelists
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Audience
Leads
Sales
Evangelists
Media and PR
Marketing
Sales
Service
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In the old days...
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New media broke media models
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We must treat everyone like the media because everyone is the media.
shiftcomm.com/keynote
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EarnedOwned
Paid
Redefining Media
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Media
BlogWebsite
Email listSocial media accounts
Owned
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Media
AdvertisementsPaid contentSyndication
Sponsored socialPaid
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Media
Editorial placementsBylines
RetweetsReshares
News stories
Earned
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Media
We are awesome!
Owned
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Media
We paid to sayWe are awesome!
Paid
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Media
They said we are awesome!
Earned
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Where is shared?
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‘Shared media’ does not exist.
shiftcomm.com/keynote
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Shared is intangible
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EarnedOwned
Paid
Shared is a behavior
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EarnedPaid
Shared is a behavior
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Earned
Shared is a behavior
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Shared is a behavior
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Sharing transforms every form of media into earned media.
shiftcomm.com/keynote
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Shared is not the only behavior
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Shared is not the only behavior
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Shared is not the only behavior
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Media is defined not by what it is, but what we do with it.
shiftcomm.com/keynote
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What can you do?
Voting Engagement Sharing
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3 Core Behaviors
Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
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3 Core Behaviors
Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
CommentReplyEngageClick
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3 Core Behaviors
Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
CommentReplyEngageClick
ShareForwardRetweetSendEmail
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You want these core behaviors
Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
CommentReplyEngageClick
ShareForwardRetweetSendEmail
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Why do they matter?
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Audience building starts here
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The stuff is worth less
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What you do with stuff is worth more
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What you do with stuff is worth more
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Search is evolving
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Getting found is as much about who knows you as what you’re searching for.
shiftcomm.com/keynote
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Algorithm common grounds
Relevance Content Timeliness
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RelevanceQDR
Affinity
Content Timeliness
Algorithm common grounds
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RelevanceQDR
Affinity
ContentQDD
Weight
Timeliness
Algorithm common grounds
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RelevanceQDR
Affinity
ContentQDD
Weight
TimelinessQDF
Decay
Algorithm common grounds
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You control...
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What you can control
RelevanceQDR
Affinity
ContentQDD
Weight
TimelinessQDF
DecayFrequency
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RelevanceQDR
Affinity
ContentQDD
WeightMedia
TimelinessQDF
DecayFrequency
What you can control
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RelevanceQDR
AffinityBehavior
ContentQDD
WeightMedia
TimelinessQDF
DecayFrequency
What you can control
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Content that creates the behaviors we want also satisfies search engines.
shiftcomm.com/keynote
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Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
CommentReplyEngageClick
ShareForwardRetweetSendEmail
How do we get these behaviors?
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By satisfying these needs
Relevance Content Timeliness
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Owned
Paid
The Earned Media Hub Strategy
Earned
Creative
Content
Message
Research
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Case Study Walkthrough
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What people and machines like
Relevance Content Timeliness
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What will get our behaviors?
Research
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What’s been done?
Research
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Message
Research
CreativeConnectedDedicatedBallsySmartPositiveHonorable
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Values tell you what kinds of media and content you cannot create.
shiftcomm.com/keynote
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Creative
Message
Research
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Creative
Message
Research
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Creative
Content
Message
Research
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The 3L rule of great content: laugh, learn, love it, or else it’s bad content.
shiftcomm.com/keynote
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Owned
Paid
Earned
Creative
Content
Message
Research
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Owned
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Earned
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Earned
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Paid
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Paid
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Paid
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Paid
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Owned
Paid
Earned
Creative
Content
Message
Research
Where it breaks
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Measuring the results
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Did we get these core behaviors?
Voting Engagement Sharing
Like+1FavoritePin to TopEndorse
CommentReplyEngageClick
ShareForwardRetweetSendEmail
![Page 80: How Social Media Broke PR (and how to fix it)](https://reader036.vdocuments.mx/reader036/viewer/2022070315/55527eaab4c905115b8b4c45/html5/thumbnails/80.jpg)
Audience
Did we get more
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Audience
This is how we get more
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Audience
Leads
Sales
Evangelists
Marketing
Sales
Service
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Earned, owned, and paidextend the life of your content and hard work.
shiftcomm.com/keynote
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Search, social, and mediaare converging rapidly. Plan accordingly.
shiftcomm.com/keynote
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Focus less on stuff, more on what you want people to do with your stuff.
shiftcomm.com/keynote
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SHIFT Happens
www.shiftcomm.com/subscribe
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Stay in touch
shiftcomm.com/t
shiftcomm.com/f
shiftcomm.com/l
shiftcomm.com/g
www.shiftcomm.com
617-779-1800
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Thank you!