The Mogul in The Mirror
How to Leverage Your Media Empire

You're a Mogul
Andy Warhol promised everyone 15 minutes of fame, but what he didn't tell us was that we'd also be the publishers, producers, directors and hosts of our own shows. The Web and accompanying platforms for publishing and media production makes it possible for anyone to be a media mogul. It's not just Facebook, YouTube, Twitter, and TalkShoe. It's your blog, Web site and ConstantContact newsletters, your data bases and potential for next-to-no-cost distribution that has revolutionized the media business. If you've got a Web site or blog, that means You...that's YOU, are now in the media businesses.

The Influencer Economy
Critics have always filled an important role in popular culture, helping consumers navigate the miasma of options. Rating systems like Zagat's Guide, Wine Advocate and Consumer Reports helped institutionalize the role of 'experts.' Now that YOU'RE the mogul, influencing your customers has moved from communication through expensive print and broadcast to low-cost Internet distribution. Now, you can be the 'influencer'... a source of information and news or you can reach out to thousands of influencers with their online own audiences.

How To Leverage Your Mogul Status
You can be both 'a legend in your own mind,' and a voice on the net by commenting on trends, evaluating products and services and even becoming a noted 'expert' in field and distributing your content through your own channels or hundreds of others. Here's how:

1. Educate. People want instruction on how to use products and services. Simple demos make it easy for people to see the benefit of what you do and make great videos on YouTube. A client of ours has a super site for kitchenware. In addition to the description of products, they feature cooking diva Rania Harris demonstrating techniques for using these products. And, of course you can get tips on differentiation and branding from on the DrozZone.

2. Create Community. Blogs and online portals are now the center of a new form of a tribal society where we interact in real time with members of affinity groups. Traditional brands have become less effective as a new genre of "Blink" consumers decide what products and services to buy, not because they love the brand but because they've heard about it from their social network. As markets splinter into subgroups, affinity groups, niches and market segments, branding has become a custom business, dependent on managing perceptions through networks. Examples are two sites we developed that have created connections with affinity groups. LitLovers, connects thousands of book lovers and book clubs. KnitOne, "A Closely Knit Community," says it all... a community of people who love to knit.

3. Collect Your Favorites. You don't even have to be an expert on every subject to be an expert at spotting experts, or at least interesting viewpoints on subjects that interest you. Larry Weidman, entrepreneur, venture capitalist and friend, has lots of ideas of his own. But one of his greatest contributions is his reading list for entrepreneurs. And lawyer and writer, Ron Shuler's wide ranging interests are collected in his running commentary 'Parlor Tricks' on law, design, food and anything else that strikes his fancy. Interesting perspectives and links to many new ideas.

The implication for branding is clear. Brands need to be geared more toward helping people make choices, not about making claims. Differentiation has become a job of education and training. Apple stores aren't staffed by sales people. They're consultants, helping consumers navigate and use their products better. It's become instruction-based sales, so that each customer is now 'trained' to use a particular platform.

Getting thumbs up from blogmiesters also requires more attention to these 'influencers.' Bloggers are the new press. These armchair media moguls need to be treated like they matter. Because they do.


For more news items, go back to the DrozReport.