YouSaid · the spoken record

Neil Robertson

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61
first
2018-07-03
most recent
2018-07-03
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1
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podcast

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  1. “So, my business partner and I looked at the industry and said, that's not what we want to be. I've got some scars for my last business doing that. And I'm a business partner, Jeff, has come from a world of building SEO businesses where you try to take advantage of content and searchability of things. And it dawned on us that influencers was an incredibly searchable space. It's all these millennials looking up, all their favorite influencers and typing that into Google and typing in different things that they're doing. And that by definition is the very content-centric space. These influencers are creating content. That's sort of a gift from an SEO perspective to find a brand new landscape that's expanding geometrically or exponentially that has both searchability and content at its core. And the business that you build on top of that historically has always been a community. And community is kind of a funny word. You have to squint at it a little bit. But LinkedIn at the end of the day is a community. It is a community of business professionals. It just happens to be everything.”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  2. “So, where to sit in that landscape? Well, a lot of the players that entered the space and tried to build businesses around this early on really took the methodology that we tried in my last business, which was to create a two-sided marketplace. And essentially look for the money flowing between both people. Brands are paying influencers to post about their products and look for a way to take advantage of the growth of that money as a general industry. And so they set up a two-sided marketplace on one side they recruited brands, on the other side they found influencers and creators, and they essentially executed campaigns in the middle. And they take a percentage of that spend. There was probably 20 or 30 companies that jumped into that space on a global basis, probably 50 or 60 in the first five years. And it's not a bad thing. It's very hard to scale that business at the end of the day because when you actually run the campaign, it means when you get into this subjectivity trap, people call you. And when people call you and debate subjective outcomes, you end up having a lot of staff and you end up regressing to being aged.”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  3. “Competing to build the most attractive platform for these people seems like a scary space to be as an investor or a business person. So how do you think about that angle? I mean, the thing that I love about what's happening is Things that were essentially the purview of large corporations. Go back as far as you want to newspapers and conglomerates and Hearst and contemporary, you know, NBCs and ABCs.”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  4. “Validated that that is the strategy that Facebook believes is the future. And so you've now got a whole bunch of multi-billion dollar platform companies that are really media companies gearing up to try to figure out how to build relationships with these influencers and creators because creators are not going to have a relationship with six different platforms. They're not going to put content in six different platforms. But someone who's 12 will probably wake up in two or three years, walk into the living room, flip on their Roku TV, and see Instagram TV on there, and that's the content they'll consume as opposed to going to HBO or Netflix as their first point of entry. I'm always interested by how these big changes, and you feel it everywhere. There does seem to be more of an emphasis on individuals versus companies and the people have become the brands as kind of a big trend. Thinking about it as a builder and an investor and business person, what's that angle? So what becomes most attractive? This sounds like you got the most well-financed, fast-moving companies in the world.”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  5. “Much more direct competitors, and I think perhaps they had realized before. And at the core of all the strategies of this business is actually creator-led content or influencer-led content. I think maybe about six or seven years ago, Zuckerberg woke up and said this generation is about mobile, everything has to be mobile. And I remember them making that big shift in the first mobile app coming out, and it was really horrible and slow, and they took a while to get it right. All those companies have essentially declared that the future of media has essentially influencer or creator-led media. It's media that you start consuming in relation to a person that you admire, as opposed to necessarily a TV show that you just randomly find on Netflix and start binging. And so the industry has gone from one that's on the hunt for the most effective person to put your product into their feed to one that really is valuing these influencers and creators as kind of core to the future of media companies. And Instagram's launch of Instagram TV in a commentary they made around it essentially just”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  6. “Early on Australian models to essentially rub coffee grounds on their face, post it on Instagram, and say, like, this is the new thing. That company completely leveraged the most intuitive and best parts of influencer marketing, which wasn't even a thing when they started and built something like a 30 or 40 million dollar business over three years. And this has now gone on to develop a whole bunch of other products and is pretty big. And there was a bunch of other people that really kind of jumped in early on to do that. What's happened, though, is that influencers have gone from being really a marketing channel of someone that is really just a way to sort of display a targeted ad, which happens to be in a picture on their Instagram feed, to being much more sort of respected and look at as content creators. So as media companies are all jostling around trying to figure out what the future looks like, and as traditional media companies, the Vicoms and AT&Ts of the world are starting to look at what the landscape is looking like in the next 10 years, they're realizing platforms like Instagram and Facebook and YouTube and everything else are actually”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  7. “They've witnessed it even if they don't understand the underlying industry. Generally speaking, it's finding anybody that has an audience, whether it's this podcast or a model on Instagram or anything in between now people on Twitch, for example, playing games. Anybody that aggregates an audience and leveraging that aggregation of an audience to help promote something, usually products. That's kind of as complex and simple as it is. When we started in the industry, it was very much focused on retail. So there had been a number of really insightful people that had built really big businesses out of nowhere by taking advantage of this new channel. So one of the early players, for example, an Australian company called Frank's Body Scrub was someone who was a barista in a coffee shop and people kept coming in and asking for the coffee grounds. They said, why are you putting them on their plants? And they said, no, we actually put them in our ice cream. And there's something about the caffeination of the coffee grounds that is really wonderful. So they looked into this and decided it was a great product category. And they built this campaign where essentially they got...”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  8. “Of leadership, company structure, content creation, and something you should do each year. Please enjoy this unique conversation with Neil Robertson. There's in our when we first met and in our thinking and emailing back and forth about this conversation, there are so many different avenues that we could go down and talk about. So I'll do my best to return to a few common themes. And those might be the state of media content, the role you already mentioned of influencers, this idea of marketplaces and technology and content and how these all fit together. We could talk about things like esports and digital collectibles. And I think all of these threads can be tied back to some core concepts. So maybe you could begin by giving your assessment of the landscape along those major themes as you see it today, maybe specifically with media and content as like the big thing overarching all of this. And then we'll go down these individual paths. Absolutely. So I got sort of sucked into thinking heavily about this problem, problem space because my business partner and I jumped into the influencer marketing game. And for those that are not familiar with influencer marketing,”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  9. “This week's episode covers a new set of topics. The conversation with Neil Robertson covers media, esports, content distribution, marketing, and a lot more. Neil started a software company out of his bedroom when he was 14 years old and sold his first company in 1999 for $280 million when he was just 24. He has started and sold other companies to Twitter and Cisco. He started another large business that ultimately failed. He's been an investor, venture partner, and serial entrepreneur. You can find more about Neil's background in the show notes. As I often do, I cut the long background section from the interview so that we can get right to the meat of things. But Neil concluded that section saying, I think it could all be summed up by saying, I just like building things and I can't stop doing it. In addition to the overall media landscape, we discussed the role that the biggest media platforms will play and where other opportunities may exist. We cover digital collectibles stored on the blockchain and what type of digital assets may be leased out to others. We close with a discussion.”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  10. “Hello and welcome everyone. I'm Patrick O'Shaughnessy and this is Invest Like the Best. This show is an open-ended exploration of markets, ideas, methods, stories, and of strategies that will help you better invest both your time and your money. You can learn more and stay up to date at investorfieldguide.com”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source

  11. “This podcast is sponsored by CFA Institute, the Global Association of Investment Professionals whose mission is to lead the investment profession by promoting the highest standards of ethics, education, and professional excellence for the ultimate benefit of society. CFA Institute serves a global community of investment professionals working to build an investment industry where investors' interests come first, financial markets function at their best, and economies grow. The Chartered Financial Analyst Credential is the most respected and recognized investment management designation in the world. The views expressed in this podcast do not necessarily represent the views of CFA Institute.”

    2018-07-03 · Invest Like the Best · Niel Robertson – The Future of Media - [Invest Like the Best, EP.94] · IDENTIFIED FROM THE TRANSCRIPT · source