Publish or perish 2.0

Publish or Perish 2.0; a practical,
tactical approach to social media
Todd Lohenry
e1evation, llc

1/24/2012 Publish or Perish 2.0 2

The killer question?
How can I
extend/expand my
current marketing
strategy to
include/leverage
social media and
still get home for
supper?

One minute Dana VanDen Heuvel


Thinkers vs. thought leaders
Thinker Thought leader

Has as a point Has a point of
of view view

Point of view Point of view
is ‘private’ is ‘public’

Public point of view

…leads to
share of voice

…leads to share
of mind

…leads to share
of market


What is a thought leader?

“According to Wikipedia, ‘a thought leader… is a futurist or
person who is recognized among their peers and mentors
for innovative ideas and demonstrates the confidence to
promote or share those ideas as actionable distilled
insights.’”

Gibbins-Klein, Mindy (2009-09-01). 24 Carat BOLD: The
Standard for REAL Thought Leaders (Kindle Locations 97-
99). Ecademy Press. Kindle Edition.


Ponder this…

“If you can’t be found by
Google, you don’t exist”

Chris Brogan


“Simplicity is
the ultimate
SophiStication.”

Leonardo da Vinci

Key components

•Who are you?
Branding •What do you do?

•What do you think?
Content •How do you express it?


Branding


You have to be fascinating!
• The purpose of social media is “to establish
yourself as a fascinating subject-matter expert.”
• “It’s all about finding good stories, videos, and
blog posts about your subject and providing links
to these sources.”
• “The test for your social media efforts is whether
people find what you post so fascinating that
they retweet it.”
Guy Kawasaki

Hubspot says…
“Each thoughtful post on your blog is a public
demonstration of your thought leadership,
personal integrity, humor, and professional
insights. You don’t have to refute one of
Einstein’s theories to get respect.”


;-)


Traditional journalism


‘Bionic’ journalism
“No longer is the algorithm in charge.
Human curators have become
essential software. What emerges is
new human and computer
collaboration. It’s what former New
York Times technology writer and
AOL editorial director Saul Hansell
calls bionic journalism—a cyborg
creature that is part man, part
machine. A massive gathering engine
that finds, sorts, organizes, and then
hands aggregated information to a
human for a final review and editorial
approval.”

Rosenbaum, Steven (2011-01-28). Curation
Nation : How to Win in a World Where
Consumers are Creators (Kindle Locations
393-399). McGraw-Hill. Kindle Edition.


The new publishing
“Publishing used to require access to a printing press, and
as a result the act of publishing something was limited to
a tiny fraction of the population, and reaching a
population outside a geographically limited area was
even more restricted. Now, once a user connects to the
internet, he has access to a platform that is at once
global and free. It isn’t just that our communications
tools are cheaper; they are also better.”
Shirky, Clay (2009-02-24). Here Comes Everybody: The Power of Organizing
Without Organizations (p. 77). Penguin Group. Kindle Edition.


The Age of Opportunity
We are living in the middle of the
largest increase in expressive
capability in the history of the
human race. More people can
communicate more things to
more people than has ever been
possible in the past, and the size
and speed of this increase, from
under one million participants to
over one billion in a generation,
makes the change
unprecedented, even considered
against the background of
previous revolutions in
communications tools.
Shirky, Clay (2009-02-24). Here Comes Everybody:
The Power of Organizing Without Organizations (p.
106). Penguin Group. Kindle Edition.


The age of trusted networks


Always be curating


What is curation?
“Content curation and aggregation can be defined as a highly
proactive and selective approach to
finding, collecting, organizing, presenting, sharing, and
displaying digital content around predefined sets of criteria and
subject matter to appeal to a target audience. It’s become
essential not only to marketing and branding, but to
journalism, reporting, and social media—often, it’s a mashup of
all these different and disparate channels.”

Lieb, Rebecca (2011-10-14). Content Marketing: Think Like a
Publisher - How to Use Content to Market Online and in Social
Media (Kindle Locations 975-984). Pearson Education (US).
Kindle Edition.

What is a good curator?
“A good curator is somebody who is able to separate art from junk,” he
says. “You go to a great museum in New York City, my finger paintings are
not there. But a Monet is there. Somebody is able to look at that with a
discerning eye and say this is going to fit the tone of our audience, the tone
of our museum, and our budget. They make a decision; say they’re putting
together an exhibition. That’s what a curator does.” In fact, Rubel, whose
official title at Edelman is senior vice president, director of insights, says he
sees himself as a curator for his clients.

Rosenbaum, Steven (2011-01-28). Curation Nation : How to Win in a World
Where Consumers are Creators (Kindle Locations 2284-2288). McGraw-Hill.
Kindle Edition.


Curation is not…
“Collecting recipes isn’t cooking in a restaurant -
- you need to make a few dishes of your own.”
Chris Brogan

Rosenbaum, Steven (2011-01-28). Curation
Nation : How to Win in a World Where
Consumers are Creators (Kindle Locations 2257-
2258). McGraw-Hill. Kindle Edition.


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