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I tried to distill today for things that
I’m really thinking about that all of us
need to keep in mind as we position our
companies and our own careers for
success in the years ahead the first is
that every single one of us runs a media
company even if you think you don’t your
business is media you are a media
company every single person in this room
is a brand and we need to start thinking
that way in our businesses and managing
our own careers we have a new challenge
which is that there is unlimited content
out there so leaders today in this world
of digital transformation need to think
about creating scarcity instead of just
creating endless content we have to
think about our workplace culture
because what employees want today is
very different than what they wanted ten
years ago and it will be very different
ten years from now and so we have to
really think about how do we position
our workplaces to be places that can
handle the competition and finally I
think really one of the interesting
questions and ironic that I’m the one up
here saying this is that we have almost
grown too addicted to our devices and
leaders today need to help employees and
people around us draw positive
boundaries with technology and figure
out a tech life balance that works for
us and for our companies to thrive in
the long run so what do I mean by this
when I say that every single company is
a media company I want to take you to an
example that crossed my desk at Facebook
several years ago
redbull decided that they were going to
live broadcast a man free jumping
technically from outer space and they
were going to live broadcast it on their
Facebook page now a spoiler alert he
landed it was ok all good you guys
weren’t even worried about that come on
where’s the humanity No
and it was the most-watched livestream
event in history to that day
now one thing that was so interesting is
that I don’t think anyone had viewed
redbull as a media company until that
moment we all viewed redbull as a
consumer packaged goods that we take off
the shelf when we need to stay up late
and do a lot of work but redbull saw
themselves in those I mean those were
early days of social media they saw
themselves as a media company and they
saw themselves as an extreme sports
media company this live stream event
made almost every brand pick up their
head and say oh my goodness redbull is
creating content should we be creating
content now fast-forward to to today
when almost every single thing in our
lives that we touch is creating content
and media I don’t know how many people
have taken a spin on a peloton bike I
just got one and I love it
although I pedaled my heart out and it
told me that I had ranked 6,000 out of
six thousand and ten riders that was a
little demoralizing but I loved it but
on the peloton bike you can be in your
home biking and on the TV screen
attached to your bike you can be taking
a live class alongside of thousands of
people around the world with an
instructor who gives you shout outs and
calls out to you and so we live in a
world where even our exercise equipment
is being built as a media company from
the ground up we have car companies like
Audi that are partnering with media
content like escape rooms Audi is coming
here to Madrid and is going to be
building escape rooms it’s not enough to
just have a marketing campaign anymore
you have to really be thinking about how
do you create rich interactive content
and we’re starting to see a world where
brands global brands have so many people
who are inside their social media
accounts you have a brand like coca-cola
with 108 million people inside their
Facebook page it really makes me think
there are not that many television now
works in the world that have 108 million
people who watch will we live in a world
where you guys are buying ads inside of
Coca Cola’s Facebook page because that’s
where viewers are so again I think the
rules are completely being turned upside
down now coca-cola isn’t really thinking
about that yet they just released the
selfie bottle and when I saw this this
was the moment in my life when I felt
old because I don’t know about you guys
but I have never not once had the
experience of drinking something and
thinking I wish I was photographing
myself right now I have never had that
experience but maybe a lot of young
people are and so good good for
coca-cola for you know getting on that
trend but speaking of that a lot of
companies can take it a bit too far
whenever you know you have a trend
there’s always companies that are gonna
do interesting things and then companies
that take it a step too far
this is a a financial tech company that
created a bracelet where if you spend
more than your budget you get an
electric shock that’s right so I mean
let’s be real I think we all know a
person or two in our life that could
probably use that but you know for me
that’s where you know it kind of crosses
the line when a company wants to you
know that’s kind of a wrong kind of
media there I I think for the last few
years we’ve had a bit of a miss person
misconception about what kind of content
plays well with audiences I know for the
last few years all I’ve heard is keep it
short short short people don’t have a
long attention span they want short
things but that’s actually not what I’m
seeing I am seeing actually that the
trend is going towards consumers want
in-depth quality content they are ready
for long content if it’s good just to
illustrate this exam
as I’ve told you already I’m a huge fan
of Broadway of theater there are about
30 shows that play on Broadway at the
same time and two of those shows right
now are more than seven hours long
both of these shows that I have Harry
Potter and Angels in America you cannot
even see them in one night you have to
go on two back-to-back nights so you buy
tickets for a Thursday and a Friday
night or a Saturday and a Sunday if you
had told me two or three years ago that
anyone in this age of short attention
spans would voluntarily buy tickets on
two back-to-back nights to see a seven
hour show I would have laughed at you
but there’s two of them and they’re sold
out every single performance so this to
me just illustrates a small pocket of
the fact that our audiences are ready
for long quality content and deep
thought leadership from experts like you
guys we also have really seen a change
in who is influential gone are the days
of hiring one mega celebrity to send out
a message about our brand we now live in
a world where you have hundreds or
thousands of passionate micro
influencers inside communities who can
be almost a marketing army for all of us
the last thing I want to say on the
media front is that if you’re not doing
something with audio right now you
should be right away I think audio is
really the last frontier where audiences
you can still have their undivided
attention they’re not doing something
else at the same time they’re in their
ear there’s an intimacy to audio and so
we’ve seen in the past few years a huge
explosion in podcasts and radio shows if
this is not a medium that you’re
currently playing with I think we’re
just going to continue to see a huge
explosion in audio and I would start
doing something in that field right away.