Monetizing the Non-Sucky Way

presented by Michael Sippey, @sippey, with Say: Media, @saymediainc

• Media is the intersection of content and distribution.
• Blogs disrupted media (with a little help from Google). Blogs = Content. Google = Distribution.
• Googlebot EATS blogs for breakfast. Everything has a permalink, everything has hashtags, and mass distributed content all through Google. Google broke the connection between content and traditional media.
• Social is now disrupting it again (with some help from facebook)
• Today almost half of waking hours are mediated –> value of attention is far greater than the value of impression and will drive to zero. And a decreasing amount of media is mediated by “the man”. “How did you find out about Egypt?” “Twitter” “How about that latest event?” “facebook.” Value of friends increases, and the value of “authority” decreases. The attention is shifting from search to social.
• Everyone want to be the best place to find what’s on. Started at people, and is coming back full circle to people.
• People are the new content. Blogs are made of people. And influence is the new distribution. And blogs are influence machines.
• As bad as Fox News is… their marketing, and business approach, was/is extremely ingenious.
• Create engaging advertorial content. Make it good for the audience of the site, and for the community/demographic that visits there.
• Create voice driven program; designed to engage the bloggers community; compensation based on your influence.

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