GETATTENTION
FORANYTHINGAROUGHGUIDETOMEDIAMANIPULATION
@jonnyli
StartupWeekend
NoTalk,AllAction
CreateaStartupinaWeekend
BEFORE
OKAYLET’STALKABOUT
HOWSTUFFGOESVIRAL
WHOTHEPLAYERSARE
HOWTOPLAYTHISGAME
Blogs compete to get stories first
Newspapers compete to “confirm” it
and then Pundits compete for airtime
to opine on it....
89%ofjournalistsreportedusingblogs
fortheirresearchforstories.Roughly
halfreportedusingTwittertofindand
researchstories,an...
THEENTRYPOINT
THELEGACYMEDIA
THENATIONALPRESS
BLOGONOMICS101Bloggersarepaidbytheirpageviews.
GIVETHEMWHATSPREADS,NOTWHAT’SGOOD
if it doesn’t spread, it’s dead
Henry Jenkins MIT media professor
“
GIVEITTOTHEMSCANDALS CONTROVERSY
HUMOURSEX&CONFLICT CUTE
WHATTHEF*CK
BOOBS
if something is a total bummer, people
don’t share it.
...the most powerful predictor of virality
is how much anger an art...
get the whole story into the headline
but leave out just enough that
people will want to click.
CLICK-FRIENDLYHEADLINE
Bri...
WRITEWHATGETS
PAGEVIEWS
It'slikeacompassforbloggers
BLOGGERS
GRAVITATE
TOWARDS
TRENDINGTOPICS
BLOGSCOPYEACH
OTHERIFTHEYTHINK
THEREISTRAFFICINIT
Take the outlet where you’d like to
receive coverage and observe it for
patterns.
Tailor your story to those smaller sites...
The blogs on Gawker and Mediabistro,
for instance, are read very heavily by
the New York City media set.
Craft your story ...
Themediagallopsinaherd
Ittakesjustonesteertostartastampede.
JUSTLIKEABUNCH
OFANIMALS
How to get attention for anything
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How to get attention for anything

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A rough guide to media manipulation in the attention economy.
Based on Ryan Holidays book " Trust Me, I'm Lying"
Presented at Inbound.org Tokyo Meetup

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  • Thanks for sharing, It is a good start to learn something about marketing~~,
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  • @VarunGupta I totally agree Varun, quality and importance is something that should be part of every piece of content produced. In an age where there is so much noise from social media and poorly written blogs, knowing at the core how media travels in this age should help give a perspective to those getting started and building a brand for themselves.
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  • I doubt if content creation should be motivated by the craving of just the virality and not by information quality and importance.
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How to get attention for anything

  1. GETATTENTION FORANYTHINGAROUGHGUIDETOMEDIAMANIPULATION
  2. @jonnyli StartupWeekend NoTalk,AllAction CreateaStartupinaWeekend BEFORE
  3. OKAYLET’STALKABOUT HOWSTUFFGOESVIRAL WHOTHEPLAYERSARE HOWTOPLAYTHISGAME
  4. Blogs compete to get stories first Newspapers compete to “confirm” it and then Pundits compete for airtime to opine on it. Ryan Holiday “ BLOGSHAVEENORMOUSINFLUENCE
  5. 89%ofjournalistsreportedusingblogs fortheirresearchforstories.Roughly halfreportedusingTwittertofindand researchstories,andmorethantwo thirdsuseothersocialnetworks,suchas FacebookorLinkedIn,inthesameway. MEDIAMONITORINGstudybyCisionandGeorgeWashingtonUniversity “
  6. THEENTRYPOINT
  7. THELEGACYMEDIA
  8. THENATIONALPRESS
  9. BLOGONOMICS101Bloggersarepaidbytheirpageviews.
  10. GIVETHEMWHATSPREADS,NOTWHAT’SGOOD if it doesn’t spread, it’s dead Henry Jenkins MIT media professor “
  11. GIVEITTOTHEMSCANDALS CONTROVERSY HUMOURSEX&CONFLICT CUTE WHATTHEF*CK BOOBS
  12. if something is a total bummer, people don’t share it. ...the most powerful predictor of virality is how much anger an article evokes. MAKEPEOPLEANGRY,ITWORKS Jonah Peretti virality expert “
  13. get the whole story into the headline but leave out just enough that people will want to click. CLICK-FRIENDLYHEADLINE Brian Moylan, Gawker Writer “
  14. WRITEWHATGETS PAGEVIEWS
  15. It'slikeacompassforbloggers BLOGGERS GRAVITATE TOWARDS TRENDINGTOPICS
  16. BLOGSCOPYEACH OTHERIFTHEYTHINK THEREISTRAFFICINIT
  17. Take the outlet where you’d like to receive coverage and observe it for patterns. Tailor your story to those smaller sites, it sets you up to be noticed by the larger one. RECAP 1 2
  18. The blogs on Gawker and Mediabistro, for instance, are read very heavily by the New York City media set. Craft your story for those sites that automatically set yourself up to appeal to the other reporters reading it RECAP 4 3
  19. Themediagallopsinaherd Ittakesjustonesteertostartastampede. JUSTLIKEABUNCH OFANIMALS
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