Everybody's reachable.

thank you um you sort of disdain the folks who are not actually using the social media they're talking about their Roi on well what if your decision makers or your consumers aren't make aren't using that social media well then you shouldn't be there but my belief is that is not true I do not believe there's that we between Facebook from an age standpoint and Linkedin from a B2B standpoint I do not believe that you know outside of here's a good one I helped a nursing home as a because it was a friend of a friend not for Vayner media not for me not for a case study just a couple pieces of advice they're like listen our clients are 80 to you know 90 years old right I'm like they're not their kids are your actual client there's plenty of 40 50 and 60 year olds on Facebook and when they started making content for them they started converting and so here's another one if you look at the Dynamics here's why I like Snapchat Vine and Instagram to sell to 40-Year-Old women even though they're not there if you look at the data right now 40 to 50y old women that have daughters that are between the age of 8 and 16 the 8 to 16 year-old is affecting their mother's buying habits so much more than 10 or 20 years ago where it was the other way around because we're living through the youthification of our society if you look at the habits the way they dress the way they act what they do day in and day out the average 45-year-old woman today is acting more similar to a 27-year-old woman only 20 years ago that if you sit right now men and female and you think about what your parent looked like when they were your age right this minute you know I mean people thought they were done only two or three generations ago at 50 60 70 right now we we're so lucky we're living longer we're taking better care of ourselves and we're living through this massive youthification right that you know the cougar movement that was so fun to make jokes about is a very real thing and so I we listen we have Dove we have other brands we're marketing to 15-year-old girls to make their moms buy something because if their daughter thinks it's cool their mom will buy it and so I don't know what you do legal services so Legal Services is a great example of being in the content business so let me explain where I'll go with you on this Legal Services I'm going to give you an example of Guinness beer in Speer had a problem about 60 years ago they had Pub sales decline in the UK for the first time ever and they're like what are we going to do they went and did old school market research and surveyed people in bars and they found out the two biggest things that people talked about were soccer and trivia so they created the Guinness Book of World Records so I don't know how many of you know that I didn't know this until even a year ago by I'm just curious how many people had no idea that Guinness beer started Guinness Book of World Records so what they did was they started a media company to solve their problem I would tell you in legal services that if you're focused on a certain genre that in this book and I spend a little time on it it's a whole another book and a genre I believe I'm going to make a pretty big statement that I want everybody to wrap their head around I believe every person in this room right now and the organizations that you're involved in whether business-wise NGO whatever you do every one of you and it are in the media business I now believe that you're comma Legal Services I'm agency comma wine it's why I started my wine show so I actually think what you need to seriously consider in this world is to become a media company meaning put out content long form around not necessarily legal but the kind of things that interest the people that you're trying to court and then in a buzzfeed. com way where you have no ads but every fifth post is a native ad think of it as advertorial 2. 0 think about you this is very Rogue so I know it's going to be tough to digest but I want to pitch you something think about you starting a golf website right literally covering golf competing against Golf Digest and that every seventh post was promoting your business I actually believe that is going to be a blueprint of people doing business that they're going to start creating media and content around the interest of the Target that they're trying to recruit for their business over here to the left question and I know it's left feel but I can see you know it's it's listen I just want to stick on this because it's such a big point and I think it's the next decade the thought that we have to be in the media business because the cost of Entry is zero and not truly zero but in comparison to starting Golf Digest or the golf Network by putting a golf daily. com on WordPress and then producing micro content to drive traffic the cost of is so low thus

getting those us so it gets it's a very interesting thing I've been testing it it's remarkable and we're launching our first ever we have a cracker and we're launching the leading cheese review site of the internet in March and we're going to be by building that it's going to be a gateway to the Cracker and we don't necessarily want them to match the cracker and the cheese it's just that we want to elevate the brand Equity of the cracker and by doing it with highend chees it will do that for us but that's the kind of stuff and that's owning the media instead of buying banner ads on the media