1.
7 BIG cHEESE
DIGITAL
Marketing
Secrets
@NickKellet Cofounder @Listly
How to get more from SlideShare,
YouTube & other media platforms

2.
Choose!
How big’s
your cheese?
XS S M L XL XXL XXXL

3.
WANT A SLICE?
a
bigger
Slice?
Imagewikimedia
to be
a big
cheese?

4.
Many Ways to become
a Big cheese
What’s your strategy
Content/
Body of work
Media /
Technology
Expertise
Time /
the grind
Earned Media
Reviews
PR
Paid Media
Adverts
Connections/
Networking
Backchannel

5.
THIS DECK
explains …..
How to get
consumed more!
Imagereedwade
Media /
Technology
Expertise

6.
How will you
Imagewikimedia
Become a big
media cheese?

7.
Media Cheese
comes in six flavors
Videos
Podcasts
(Audio)
Slides
numbered
Lists
(Listicles)
Docs/ Text
Posts
Infographic/
Photos

8.
Are they the same?
I SAY No
ContentMedia

9.
How & WHAT
= How = what
we consume
ContentMedia

10.
Media vs Content
Media is more granular. it’s also plumbing -
It’s how content travels + spreads
We can consume the same content via
different media (watch video, skim a list)
Content can consist of a collection of media
ContentMedia

11.
Eg Hybrid Media
Media X as Media Y

12.
FROM HOW + WHAT TO WHY
Why do you get more
ENGAGEMENT?
MORELESS
>>>

13.
More ENGAGEMENT?
six types of more
Likes
Comments
Contribution
embeds
Shares
Views

14.
Being Effective
Are your assumptions flawed? Mine were!
Assumption: People understand media
Reality: Few go beyond basic use
The Web is a Machine = { People + Technology }
To be effective: Play the machine for all it’s worth
(most don’t even see the machine).
I’ve found many SlideShare , YouTube & Podcast
users don’t know the real “why”. A missed opportunity
for them, a problem for me/Listly.
This deck explains key elements of the
digital media machine.
Follow these secrets to become a pro.

15.
my story
I’m co-founder @Listly
I took my last company to
exit in 2.5 years (to BOBJ
now SAP).
I published a Board Game,
winning 20+ awards +
selling 80k+ copies globally.
I was crowdsourcing
before the term was coined.
I experiment daily with all
forms of media.
I’m writing a book.
ImageDahul

16.
first Lesson
Don’t assume people’s
baseline knowledge.
Telling your story without
strong insight of your
audience’s baseline
knowledge is highly
ineffective (it’s not always
obvious).
It’s hard to be too simple.
Less is always more.
Assume less
Imagehooverine

17.
Example
By assuming people
understood media, I was
being ineffective.
People can’t see Listly’s
value if they don’t know why
they cherish Slideshare +
YouTube.
What flawed assumptions are
you making?
YOUTUBE VALUE

18.
HOoks/ Metaphors
We learn + communicate
via metaphors.
Movie “X” is like
movie with a “Z”
Hang your idea on the
right hook (or metaphor).
Long form
communication is dead.
= Starting Points
for learning
Imagestriatic

19.
Like YouTube But for lists
Like JAWS but in the …
When you pick the thing
you are like, people
better know that thing.
To explain “Listly is
YouTube for lists”
only works if people really
get YouTube.
Be careful your hook is
not a distraction.

20.
BigGER Cheese?
Why do you use YouTube?
This deck explains why
media platforms like
Listly, YouTube &
Slideshare are effective.
Get the digital
machine + you’ll likely get
Listly (making my task
easier).

21.
1
Embeds get
more views
Earned
Media2
more
SHARES
Shared
Media3
more
PeoplE
media
platforms4
lazY
LINGO
SOCIAL
Media5
Search isn’t
just google
SEARCH
SITES6
1% Rule
1:9:90
Self
service7
Blogs: silo
not Solo
owned
media

22.
Blogs: silo
not Solo
Blogs are ineffective in isolation. Using just
blogs is bad (+ getting worse). Times have
changed.
Create media (slides, videos, podcasts, images,
lists), instead of authoring blog content alone.
You lose nothing if you then embed
this media on your blog ( owned media ).
Winners leverage media networks
owned
Media1

23.
Blogs: silo
not Solo
owned
Media1
ImageSPINSUCKS/@GAPINGVOID

24.
Embeds get
more views
Embeddable Media gets you more views (small
“chunks” are easier + more enticing to embed)
It’s like borrowing other blogs audiences!
• Great content gets embedded
• People write about it
• Media Platforms were built for embedding
• Embedded content is great on Mobile too
It’s called earned media
Earned
Media2

25.
Are you leveraging
all FOUR forms of
DIGITAL MEDIA
Are you missing
out on free
exposure + new
customers? Self Hosted
Content
Integrated
STRATEGY
OWNED
blog
OWNED
embeds
EARNED &
PAID
search
EARNED
embeds
vs
Views
(customers)
SOCIAL
search
Embeds get
more views
Earned
Media2

26.
more
SHARES
We consume via recommendation. Sharing
is a collaborative act, a filter. SHARING
IS ALSO SOCIAL CAPITAL - KUDOS.
Sharing videos, images & listicles is
simple + rewarding.
Twitter, Facebook, LinkedIn etc make
media more accessible (i.e. playable /
viewable inline). This is shared media
Shared
Media3

27.
more
PeoplE
Media platforms make
it easy to share, like,
comment + contribute.
Removing friction makes
content social, thereby
involving more people.
media
platforms4

28.
Social Media is a lazy lingo, blending two
distinct ideas.
Social Networks : 4 main networks
( facebook, TWitter, LInkedin & Google+)
Here content revolves around people.
Media Platforms : Slides, Videos,
Podcasts etc make it easy to
consume, share, contribute & create media.
Here people revolve around content.
SOCIAL
Media
1
2
lazY
lingo5

29.
SOCIAL
NETWORKS
MEDIA
PLATFORMS
Content
revolves around
people
People
revolve around
Content
lazY
lingo
SOCIAL
Media5

30.
Search isn't
just google
You get more views via destination
search sites
Each media platform is a destination
search site. e.g. YouTube is 2nd biggest
search site. People go there to find stuff.
Google.com is less dominant than we
think. Understanding how we search
matters.
SEARCH
SITES6

31.
LIKE an orchestra
Combine all the elements to
MAXIMIZE impact
Social Ads
FACEBOOK
Prints
Ads
Outdoor /
BILLBoards
TV/
Radio ADS
Sponsors /
Product
PLACEMENT
Company
Blog
Email List /
Newsletter
Owned
Media
Sites
Help Desk/
Docs
Lead
forms
Guest
Posts
Reviews/
Ratings
UGC
Media
Coverage
Curated LISTS
(Mentions)
Linkedin
Twitter,
G+
Pinterest,
Scoopit
PAPERLI
REBELMOUSE
Listly,
Slideshare,
SOUNDCLOUD
Instagram,
YouTube
Vine
LINKS
Social
Shares
Webinars
Landing
Pages
DIRECT
SALES
Search
Ads
ORGANIC
SEARCH
REFERRALS
COLLABORATIVE
SHARING
TRIBERr
GAGGLEAMP
AFFILIATEs
Search isn't
just google
SEARCH
SITES6

32.
1% Rule
1:9:90
1% create, 9% contribute, 90% consume
Brands need to focus on the passive
consumer & tipping them to become a
contributor.
Lurkers rule the self service
economy.
Media Platforms enable both 1:9:90 +
P.O.E.M. (paid, owned & earned media).
Self
service7

33.
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
YOUTUBE
SCRIBD
SLIDESHARE
SOUNDCLOUD
LISTLY
INSTAGRAM
FLICKR
VINE
Platforms make it easier to manage your
media & for others to embed & share it too
MEDIA PLATFORMS EMERGE:
FlickR Et al 2004 onward

34.
What’s your
biggest cheese?
Imagewikimedia
Which of your media
gets most views?

35.
Total
Views
Content Name
THE LOVE CONNECTION:
How to create
content ..
Twitter Bootstrap
Alternatives
28.3k
76.5k
1.9k
0.9k
The Origins
"ReGifting"
47.5k 33k
Platform
Slideshare
Listly
YouTube
Embed
Views
Here’s My biggest
cheeses to-date
Content performs uniqely
on each platform

36.
Views EmbedsFansBody of Work
50+
500+
200k
540k
1600
1600
100
1000
% Embeds
25%
45%
Platform
Slideshare
Listly
Stats from my
body of works
You can only learn
what works by
experimenting
a body of work builds a body of
words, helping you get found.
Views via embeds
not on your blog are
earned media

37.
Not Familiar
with POEM?
You should Be!
Big Cheese =
POEM MAESTRO!

38.
6 DEcks on POEM
I think + write a lot about
marketing, the digital
media landscape + Lurking

39.
1
Embeds get
more views
Earned
Media2
more
SHARES
Shared
Media3
more
PeoplE
media
platforms4
lazY
LINGO
SOCIAL
Media5
Search isn’t
just google
SEARCH
SITES6
1% Rule
1:9:90
Self
service7
Blogs: silo
not Solo
owned
media
Is your team onto POEM
(Paid,Owned & EARNED Media)?
THis Deck puts “POEM” in
context of digital media

40.
You should use Media Platforms because:
๏ Blogs are great, but media works in parallel to build
your audience. Blogs are not effective in isolation.
MEDia boosts your exposure.
๏ Media Platforms remove fiction + get you more views,
shares + embeds.
๏ Media Platforms help you leverage P.O.E.M
๏ Videos, slides, lists etc lower the bar. They
are easier to find, consume, share + reuse.
๏ Failing to embrace Media Platforms just adds
fiction & stops you getting found elsewhere.
RECAP
Are you missing out?
Why
Media

41.
NEED more DATA?
Click on this Image
I BENCHMARKED SOME
OF MY BEST CONTENT

42.
MORE TRAFFIC DATA
Click below
Media platforms rank
highly on alexa.com

43.
Back Story
I recently learned people weren't picking their
media platforms wisely (or using them at all).
I knew people picked tools poorly, so I’m not
sure why I was surprised.
These were people I’d assumed would know
how to choose.
So then I realized, that’s the problem I’m
experiencing with Listly.
If more people got media, more people
would get Listly.
Hence the idea for this deck was born.
I’ve also found it valuable to recap + retell
things you’ve already told.
Complex ideas get easier to tell as you seek
out the perfect metaphor.
There’ no doubt media is complex +
someone needs to make it simpler
Pacifico
Festivo
Impact
Label
Muli
Rough
Draft
STORY FONTS

44.
What Next?
Join #lurkerchat
Tuesdays
10:00am PST
Follow on
Slideshare/
Twitter/LinkedIn
Read
Listly
blog
Check out
Listly
Like /
share my
slides
share your
media
experiences