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The State of MarketingWhy Your Company Needs

to Become a Media Company

Donny KimballKyodo PR

What type of company

is Red Bull?

Red Bull is actually one of the BIGGEST media companies out there!

“Companies like Red Bull rarely change their product but instead

invest in shifting lifestyles. Content is just one way to do

that.”

Media Economics for the Last Century

• Subscription media model (pre-paid content) dominated for 50-100 years

• Pre-paid via the subscription – Each piece of content not consumed à la carte

• Gave rise to a ethics in journalism – Integrity & stable media environment

Why Brands themselves Becoming Media

All Content that Exists in the World

All Content that has the Potential to be Interesting

GATE KEEPERS

EverythingPublishedContent

Purchased

Media Economics for the Last Century

The Media Situation in Japan

• Editorial standards & empowered gatekeepers– Media have high levels of trust & authority

• Public slow to transition to new platforms– But 45% of Japanese active on social media now

• 75% of social media access via mobile– Many Japanese do not even own a PC– Smartphone the primary gateway to the internet

Everything Was Fine Until This Thing Called the INTERNET Happened…

ALL YOUR ATTENTION NOW BELONGS TO NETS

ATTENTION IS NOW THE KEY DETERMINING FACTOR

OF WHAT IS CONSUMED

Everyone’s a Media Companies Now Publish or Cease to Exist!!!

• Attention no longer on legacy media– Demand for print/TV/etc. dropping and not coming

back (true for Japanese under 30)

• Shift in attention to a digital-first world– Every organization must publish to remain relevant– Social media drives the lion’s share of traffic

• Content overload a real problem– 90% of all content in the history of the world was

created in just the past TWO YEARS

If There’s too much Noise, People Stop Paying

Attention

To Get the Message HeardOne Must Storytell Well

• Storytelling is making the consumer care– Utilize details to create interest in a narrative

• Can anyone guess these three?

1. Boy meets girl…

2. Son confronts father…

3. Man’s finds a ring...

NOTHING IS BORING IF YOU “STORYTELL” IT RIGHT

Putting Out Good Creativeis Key to Being Heard

• Users consume whatever media they want – Not enough to just publish – it must be GOOD

• Every Smartphone user is putting out content– The creative is the variable

• To hold attention it MUST be of some use to the end user

• To succeed good content must…

1.) Provide the consumer value be that entertainment, education, etc.

2.) Be built to be shared and pass around from one to another

3.) Be native to the platform on which it appears 4.) Be able to break through the noise

@Garyvee

Becoming their Entertainment

Source: Jab, Jab, Jab, Right Hook

CONTENT IS KINGBUT CONTEX IS GOD

TACTICS FOR GETTING YOUR STORY HEARD

-A Social Media Edition-

Facebook Dark Posts

Hurry up and “like” us m8

Breaking Through the Noise – Recycling Tweets

• Twitter has become extremely noisy – Tweeting once will only reaches a fraction

• Best practice dictates a need to Tweet several times to be heard– Software like Buffer can automate

• Reaching more people is better than perhaps annoying someone who sees it twice

Even if the Subject is BoringThe Story can be Interesting

• Boy meets girl…

• Son confronts father…

• Man’s finds a ring...

• Storytelling is about making the consumer care about the narrative through the details and passion for the subject

Use these to find conversation to which you can bring value!

Hacking Instagram How to Cheat & Link Out

• Space in the profile is the ONLY place on Instagram that links out

• Update to current call to action and create awareness via content

Hash Tag Stuffing for More Organic Reach

• Adding hash tags (up to 30) increases reach

• Devalues the creative & looks tacky

• Hiding hash tags in comments avoids this

• Hidden Hash Tags

Long Form… on Instagram?!?!

1 Min Video Works too fam

Syphoning Audiencesto Build Channels

• Push towards privacy in new Social 2.0’s

• No discovery feature on LINE and Snapchat– Though LINE has business accounts & stamps

• Building an audience requires leveraging other channels & re-directing– Use micro content on other platforms as the bait

• Also usable for blogs or websites

Why Brands themselves Becoming Media

Wonder what the ROI on that Samsung billboard is…

Thanks for Listening!

Oh and…

Oh and Follow Me on Snapchat!

@DistantDystopia@DistantDystopia