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Last month in San Francisco, I did one of the most popular Q&A sessions I’ve ever hosted and this is what happened afterwards.
And here’s my Q&A transcript
Me: Hi everyone! Thanks for stopping by, what are you working on? Tanya: I’m writing my dissertation about the effects of digital media on the social world.
Me: So you’re writing a dissertation on this stuff! Well, thanks for the time! Tanya: Definitely! My dream is to do a dissertation on what goes for a thesis.
Me: Can you describe what this dissertation is about? Tanya: My goal is to understand that there are many types of content and that some content is more socially desirable (I’m thinking of things like “great” content and “bad” content) but you can’t determine who is good or who is bad. Also, there is an overall value proposition and your ability to engage with that value proposition will determine your success or failure in an audience.
Me: So what does this research tell us about the value proposition? How do you come up with the value proposition if you can’t predict an audience’s tastes? Tanya: That’s a great question. In general the value proposition for digital media platforms is this: “The amount of people that engage with my content versus how much their value proposition is. That’s how much I can sell them.” In other words, if a person engages with your content, then you can reach out to them and make them a purchase.
Me: Sounds like you had a lot of data to get that conclusion, does this have any predictive power? The same people engage with different brands of entertainment or games. So, if it says anything about the value of my content, I should get more viewers, or should I get less viewers? Tanya: It’s hard to find specific data but from some qualitative research, this is my own personal data: The number one way people engage with content is to rate it. In this case, the value proposition is the number of people who can
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