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

1. GETATTENTION
FORANYTHINGAROUGHGUIDETOMEDIAMANIPULATION

2. @jonnyli
StartupWeekend
NoTalk,AllAction
CreateaStartupinaWeekend
BEFORE

4. OKAYLET’STALKABOUT
HOWSTUFFGOESVIRAL
WHOTHEPLAYERSARE
HOWTOPLAYTHISGAME

5. Blogs compete to get stories first
Newspapers compete to “confirm” it
and then Pundits compete for airtime
to opine on it.
Ryan Holiday
“
BLOGSHAVEENORMOUSINFLUENCE

6. 89%ofjournalistsreportedusingblogs
fortheirresearchforstories.Roughly
halfreportedusingTwittertofindand
researchstories,andmorethantwo
thirdsuseothersocialnetworks,suchas
FacebookorLinkedIn,inthesameway.
MEDIAMONITORINGstudybyCisionandGeorgeWashingtonUniversity
“

7. THEENTRYPOINT

8. THELEGACYMEDIA

9. THENATIONALPRESS

10. BLOGONOMICS101Bloggersarepaidbytheirpageviews.

11. GIVETHEMWHATSPREADS,NOTWHAT’SGOOD
if it doesn’t spread, it’s dead
Henry Jenkins MIT media professor
“

12. GIVEITTOTHEMSCANDALS CONTROVERSY
HUMOURSEX&CONFLICT CUTE
WHATTHEF*CK
BOOBS

13. 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
“

14. get the whole story into the headline
but leave out just enough that
people will want to click.
CLICK-FRIENDLYHEADLINE
Brian Moylan, Gawker Writer
“

15. WRITEWHATGETS
PAGEVIEWS

16. It'slikeacompassforbloggers
BLOGGERS
GRAVITATE
TOWARDS
TRENDINGTOPICS

17. BLOGSCOPYEACH
OTHERIFTHEYTHINK
THEREISTRAFFICINIT

18. 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

19. 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

20. Themediagallopsinaherd
Ittakesjustonesteertostartastampede.
JUSTLIKEABUNCH
OFANIMALS