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Where DO
Customers
come from?
Customers
come from
being found
AND FINDING
YOU
Customers
come from
VIEWS &
Shares
WHERE do
VIEWS &
Shares
Come FROM?
VIEWS & SHARES
COME FROM SCOPE
S hares/social
C ollaboration
O wned
P aid
E arned
SCOPE is a
model to explain
Digital Media’s
inner workings
SCOPE goes
beyond POEM (Paid,
Owned & Earned
Media)
FOUR WAYS TO ACQUIRE
CUSTOMERS
Customers are acquired via FOUR
types of MEDIA / ACTIVITY
Master SCOPE to collaborate
& multiply your impact
across four domains
Social
Content
Paid
Exposure
Owned
Media
Properties
Earned
Media
Exposure
Communities:
Curators &
Collaborators
Target
Persona
(Strangers)
Customers
Fans,
Influencers &
Sceptics
x x x
=
BRAND
IMPACT
SOCIAL CONTENT
Earned, Owned & Paid are well
understood, but social content
is still evolving
Shared
Links
Curated
Content
Media
PlatfoRMS
SOCIAL CONTENT: THREE THINGS
Shared Links
Media Platforms
Curated Content
Scoopit
Paperli
Storify
Listly
Pinterest
Rebelmouse
Social Networks: G+, Facebook Linkedin, Twitter
Sourcing: Reddit, Digg, Delicious, StumbleUpon
Collaboration: EmpireAve, Triberr, Listly
Platforms: Buffer, Hootsuite, Bundlepost
Video: YouTube, Vimeo, etc
Slides: Slideshare, Prezi etc
Images: Instagram, Flickr, Imgur, etc
Lists: Listly
Audio: Soundcloud, Audioboom, etc
Text/Docs: Scribd, Blogs, Pulse, Medium etc
Media
Platforms
Curated
Content
Shared
Links
LIKE an orchestra
Combine all the elements
to MAXIMIZE impact
SocialAds
FACEBOOK
Prints
Ads
Outdoor/
BILLBoards
TV/
Radio
ADS
Sponsors/
Product
PLACEMENT
Company
Blog
EmailList/
Newsletter
Owned
Media
Sites
HelpDesk/
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
SOCIAL
NETWORKS
MEDIA
PLATFORMS
(aka content
networks)
SPOT the difference
Content
revolves
around people
People
revolve
around Content
Are you missing out?
Are you leveraging
all FOUR forms of
DIGITAL MEDIA
Failure to do so,
means you losing
potential
customers
Self
Hosted
Content
Integrated
STRATEGY
OWNED
blog
OWNED
embeds
EARNED
& PAID
search
EARNED
embeds
vs
Views
(customers)
SOCIAL
search
A BETTER ENGINE FOR ENGAGMEENT
BEATING Hearts Rolling Eyestrumps
Sharing
Like
EMBED
COMMENTs
SOCIAL FEEDS
VIEWS
MEDIA PLATFORMS GIVE YOU MORE IF
your content CREATEs ENGAGEMENT
NEED PROOF?
Explore
this

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Where Do customers Come From?

  • 5. VIEWS & SHARES COME FROM SCOPE S hares/social C ollaboration O wned P aid E arned SCOPE is a model to explain Digital Media’s inner workings SCOPE goes beyond POEM (Paid, Owned & Earned Media)
  • 6. FOUR WAYS TO ACQUIRE CUSTOMERS Customers are acquired via FOUR types of MEDIA / ACTIVITY Master SCOPE to collaborate & multiply your impact across four domains Social Content Paid Exposure Owned Media Properties Earned Media Exposure Communities: Curators & Collaborators Target Persona (Strangers) Customers Fans, Influencers & Sceptics x x x = BRAND IMPACT
  • 7. SOCIAL CONTENT Earned, Owned & Paid are well understood, but social content is still evolving Shared Links Curated Content Media PlatfoRMS
  • 8. SOCIAL CONTENT: THREE THINGS Shared Links Media Platforms Curated Content Scoopit Paperli Storify Listly Pinterest Rebelmouse Social Networks: G+, Facebook Linkedin, Twitter Sourcing: Reddit, Digg, Delicious, StumbleUpon Collaboration: EmpireAve, Triberr, Listly Platforms: Buffer, Hootsuite, Bundlepost Video: YouTube, Vimeo, etc Slides: Slideshare, Prezi etc Images: Instagram, Flickr, Imgur, etc Lists: Listly Audio: Soundcloud, Audioboom, etc Text/Docs: Scribd, Blogs, Pulse, Medium etc Media Platforms Curated Content Shared Links
  • 9. LIKE an orchestra Combine all the elements to MAXIMIZE impact SocialAds FACEBOOK Prints Ads Outdoor/ BILLBoards TV/ Radio ADS Sponsors/ Product PLACEMENT Company Blog EmailList/ Newsletter Owned Media Sites HelpDesk/ 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
  • 10. SOCIAL NETWORKS MEDIA PLATFORMS (aka content networks) SPOT the difference Content revolves around people People revolve around Content
  • 11. Are you missing out? Are you leveraging all FOUR forms of DIGITAL MEDIA Failure to do so, means you losing potential customers Self Hosted Content Integrated STRATEGY OWNED blog OWNED embeds EARNED & PAID search EARNED embeds vs Views (customers) SOCIAL search
  • 12. A BETTER ENGINE FOR ENGAGMEENT BEATING Hearts Rolling Eyestrumps Sharing Like EMBED COMMENTs SOCIAL FEEDS VIEWS MEDIA PLATFORMS GIVE YOU MORE IF your content CREATEs ENGAGEMENT