The New Media Landscape - IFAC 1 - The... · The New Media Landscape A Deep Dive on Platforms for...

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The New Media LandscapeA Deep Dive on Platforms for Accountancy Organizations| February 2017


–Rich Greenfield, analyst, BTIG

A platform is “an application (or service) that has direct access and

a relationship with the consumer.”

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Overview

• Great Inversions

• Strategic Implications

• Practical Inspirations

3


Great Inversions4


–Seth Godin

“Trust and attention —

these are the scarce items in a post-scarcity world.”

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Inversion of Influence• The traditional pyramid has been up-ended

• Influence now sits in the general population

• Peers are more trusted than authority figures

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Authority

and Influence

Authority

and Influence

Old Model New Model

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Inversion of Attention• Demanding attention isn't always optimal

• Earning attention is often more essential

• Relationships mean more than reach

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Inversion of Power

• Content is king, but distribution is King Kong

• Platforms are more powerful than publishers

• There are new arbiters of information

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Platform Trends

• Social algorithms prioritize peers over pros

• Search traffic to content sites remains high

• Email newsletters are popular and overlooked

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Publisher Trends

• Journalist personalities embrace live video

• Micro influencers build deeper relationships

• Brands activate execs, employees in content

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Faces and Franchises16


Faces17


–Don Hewitt, creator, 60 Minutes

“The people who wrote the Bible were smart enough to know, tell

them a story. The issue was evil in the world. The story was Noah.”

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• In the platform age, the echo chamber is real. Our worldview is

often filtered by people we consider to be our proximate peers

• Professional publishers still matter, but this content is increasingly

seen organically when shared by individuals vs by institutions

• Businesses should focus more on enabling credible faces such as

journalists, influencers and employees who convene communities

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Start with Audiences

• Core: highly aware and engaged communities

where you have strong relationships

• Opportunity: less aware and engaged

stakeholders where relationships can deepen

• Expansion: those highly engaged in topics

related to you but less or unaware of you

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Activate with Faces

• Journalists convening social communities

• Influencers engaging their true fans

• Employees creating content and relationships

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Franchises22


–Jay Rasulo, former CFO, Walt Disney Company

“Everything we do is about brands and franchises.”

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• In the platform era, content is infinite, attention is finite and

content consumption is in sound bites

• Hollywood, however, successfully navigated a similar dynamic by

creating extended story franchises that are managed as brands

• Businesses too should consider investing long-term in signature

content assets that are similarly consistent and even anticipated

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Start with Story

• Mirror Hollywood: build brand-name content

• Take a longer view and embrace consistency

• Plan prequels, sequels and “requels”

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Activate with Synergy

• Intellectual property with a unique view

• Serialized content that is audience centric

• Social experiences that are digital & physical

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Practical Inspirations28


Faces29


GE30


Franchises31


PwC32


Integrated Programs33


Flex34


Faces and Franchises• Activate around journalists, influencers and

employees who can convene communities

• Build and grow story franchises that establish

consistency and are managed like brands

• Infuse both with an audience-first approach

plus paid and earned distribution strategies

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Discussion

• Who are the faces that we can activate with and through?

• What are or could be our story franchises?

• What type of new distribution strategies do we need to embrace?

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Steve Rubel

[email protected]

@steverubel

The New Media Landscape - IFAC 1 - The... · The New Media Landscape A Deep Dive on Platforms for...

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