Ross Kingsland - Hacking the Media Algorithm

1. Hacking The Media Algorithm
R
Ross Kingsland
CEO
Social Media Thunder
Ross Kingsland
CEO

2. Who is Social Media Thunder?

4. What Are You Trying To Achieve?
Fame?
Celebrity?
Glory?

5. What Are You Trying To Achieve?

6. Why Do You Want Media Attention?
Customer Acquisition?
Customer engagement?
Gain attention?
Something else?

7. The media system is, simply, an algorithm

8. Understanding How The Media Works
Sources
of stories
Smaller
media
outlets
and blogs
National and
International
media pick up
and run story
Social
Media
amplifies
the story

9. A Case Study - NSFW

10. Protein World

11. Small Subway Ads - Very Ineffective

12. Create An Emotional Response

13. Rebellion Becomes The Trend

14. Becoming Viral

15. Parody Increases Reach

16. What Was The Result?
59,000
Twitter
followers in
2 weeks

17. What Was The Result?
#beachbodyready
Trending Across
The UK For 2
Weeks

18. What Was The Result?
30,000 New
Customers
£2,000,000
Sales

19. Do Not Copy Protein World

20. 1. Hire a PR firm (or don’t)
1. Approach a publication direct
1. Trade up the chain.
Routes To Entering The Media Cycle

21. Increase page views per article
Traffic to website
Traffic ensures ad revenue
More traffic = more revenue
How Does The Media Work Today?

22. 1. Hire a PR firm
Routes To Entering The Media Cycle

23. The Power Of PR Agencies...Is Declining

24. How Does The Media Actually Work?
Where is the money?
- “Free” media
- “Paid for media” in sharp decline.
If “free” to the reader then who pays?
- Advertisers
- CPM advertising

25. Huffington Post Reinvented Media
18 Editors
16 Reporters / Journalists / Writers
3,000,000 Daily Page Views
207th Most Visited Website In UK

26. Huffington Post Reinvented Media
Anyone can now be a journalist
Anyone can now be a reporter
Anyone can now be a media outlet

27. Approach Direct / Trading Up The Chain

28. Editor has to agree stories that will get page views,
comments, likes and shares
Journalist has to write articles that get page views,
comments, likes and shares.
24 Hour News Cycle
Washington Post - blog has
to produce 1m page views
per month. 8 posts a day.

29. Pain Point 1: Journalists and editors have to publish
stories that are going to get page views.
Pain Point 2: They have limited time.
Pain Point 3: The journalism profession is dying -
make the journalist look good.
Pain Points You Can Solve

30. The process of moving upwards in a sequence from small to
large opportunities, markets and value
Step 1: Setting the scene for greatness
Step 2: Research your route
Step 3: Preparing your story
Step 4: Approach and consolidate
Step 5: Move up and consolidate
Step 6: Embrace the effects
What Is Trading Up The Chain?

31. Step 1: Setting The Scene For Greatness

32. Step 2: Research Your Route
Who are the editors and journalists you want to speak with?
What are they reporting and writing about?
What are they talking about on Twitter?

33. Step 3: Preparing Your
StoryWhat emotion are you hitting?
Why should anyone care? (Being cool is not enough)
How can you guarantee pageviews / comments / shares?
How will it make the journalist look good to their readers and editor?

34. Step 4: Approach And Consolidate
Give them the story pre written
Drive traffic to their website and story
Share the story across all your social networks
Promote the story on their page

35. Step 5: Move Up And Consolidate
Tip off other editors of larger media outlets that you are
trending
Ask them to pick it up
Drive traffic to their website and story
Share the story across all your social networks
Promote the story on their page

36. Step 6: Embrace The Effects
Follow up story - “Can’t believe we went viral”
Outline what you did, what happened and lessons learned
Thank everyone involved fully

37. Control Perception,
Control Reality
@Social_Thunder

38. Thank You EIA
www.SocialMediaThunder.com/EIA
Ross Kingsland
www.SocialMediaThunder.com
@Social_Thunder
Smile@SocialMediaThunder.com
@RossKingsland1