SOCIAL MEDIA BROKE PR (AND HOW TO FIX IT)
Todd DefrenChief Executive Officer
#aew13
@SHIFTcomm
@TDefren
HOLLAND IS A BEAUTIFUL COUNTRY…
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WHAT WERE WE THINKING?
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WHAT WERE WE THINKING?
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AGENCY OVERVIEW
BOSTON NEW YORK SAN FRANCISCO
SHIFT is among the top 5 firms that “will feature heavily in a future where PR is at the hub of a new era of brand communications that transcends marketing.”
ESOPEMPLOYEE STOCK OWNERSHIP PLAN
115PROFESSIONALS
TECH &CONSUMER
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
SMALL AGENCY OF THE YEAR
DIGITAL/SOCIAL AGENCY OF THE
YEAR
2013
2012
RELEVANT EXPERIENCE
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“CLAIM TO FAME”
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TIME TO RE-THINK EVERYTHING
The life of a marketer...
Audience
Leads
Sales
Evangelists
“We need a lot of people to know about us…”
“…So they can consider our products/services”
“…And ultimately make a purchase!”
“…Hopefully they’ll be happy and tell friends!”
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The Marketer’s Dilemma
In the OLD DAYS…
New media broke media models
New media broke media models
New media broke media models
Treat everyone like the media. Because everyone is the media.
Redefining Media
Earned
Owned
Paid
Media
OwnedBlog, Website
House email list
Social media accounts
“We are awesome!”
Paid
Media
Advertisements
Paid content
Syndication
Sponsored social
Sponsored email
We paid to sayWe are awesome!
Earned
Media
Editorial placements
Bylines
Social posts
They said we are awesome!
Where is Shared?
“Shared media” does not exist.
Shared is intangible
Sharing transforms every form of media into earned media
The success of media is defined not by its content, but by its spread
You want these core behaviors
Voting Engagement Sharing
Like+1
FavoritePin It
Endorse
CommentReply
EngageClick
ShareForwardRetweet
Send Email
Audience building starts with Search
The stuff is worth less
What you do with stuff is worth more
What you do with stuff is worth more
Search is evolving
“Findability” is as much about who knows you as what you’re searching for...
Algorithm common grounds
RELEVANCE
“Does it matter?”
CONTENT
“Is it any good?”
TIMELINESS
“Is it up-to-date?”
By satisfying these needs…
RELEVANCE CONTENT TIMELINESS
…We get the desired behaviors
Like+1
FavoritePin to
TopEndorse
CommentReply
EngageClick
ShareForwardRetweet
SendEmail
Voting Engagement Sharing
Content that motivates the behaviors we want also satisfies the search engines
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The Earned Media Hub Strategy
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Do you have the right tools and methods?
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Do you have guidelines for your brand?
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What’s been done, and what’s your spin?
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What content will you create? What formats? Will the channels effect the formats?
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Do you have access to earned media channels that matter? Can you motivate sharing behaviors?
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Are all owned media channels appropriate & ready to go?
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Do you have budget and targets?
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The Earned Media Hub Strategy
Case Study Walkthrough
What people and machines like
RELEVANCE CONTENT TIMELINESS
What will get our behaviors?
What’s been done?
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What content matches up with our values?
Creative
Connected
Dedicated
Ballsy
Smart
Positive
Honorable
Values tell you what kinds of media and content you cannot create.
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1 year ago: infrastructure (Fail Whale)
6 mos. ago: product dev (Bluefin integration)
3 mos. ago: monetization technologies, API dev
2014: international growth, Android, ad-tech
The 3L rule of great content: “laugh, learn, love it, or junk it.”
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Measuring the results
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NEED MORE PROOF?
Reach +75%
Views +04%
Talking +56%
Clicks +05%
Likes +04%
MEDIA BUYSDisplay ads
$1BB2B
CLIENT
1/4/12 – 4/12/13
Tweets +75%
Following +75%
Followers +75%
Listed +75%
Favorites +75%
Views +75%
Clicks +04%
Conversions -02%
Conversion rate +75%
Views +75%
Clicks +04%
Conversions +02%
Conversion rate +75%
Earned, owned, and paidextend the life of your content -- and hard work.
Focus less on “stuff,” focus more on what you want people to do with your stuff.
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Stay in touch!
THANK YOU!
