How I Just Sold You Krill Oil via NY Times, Facebook, & Medium

By Damon Shulenberger

A Strictly Hypothetical Situation

Step One: Identify Likes

Photos sell article views. Like many male New York Times subscribers in the 30-40 demographic, Damon Shulenberger has a liking for geeky professionals in polka-dot mini skirts, red heels, vaguely Mad Men hair styles, and short-cut blazers. Let’s work in a whiteboard that implies Silicon Valley and a full vertical Facebook Logo. The guy seated at the table should have smart Steve Jobs attire and Clark Kent glasses.

Step Two: Give Target (Something Approximating) the Inside Scoop

Metrics reveal that Damon Shulenberger has a propensity for sharing articles that get under the surface, whether the subject be North Korea or the health benefits of mashed potatoes. He will be conveying his message to similarly well educated Facebook friends who also have a propensity for “truth-telling” posts. Approaching 40, he is concerned about his health and likely a user of nutritional supplements. His value as a brand conveyor is set at 10 times that of a pimply faced teen for this particular product (this rating pales in comparison with the grandma of 60 whose friends see her as THE trusted source of health information).

Step Three: Feed Article On Trusted News Site

We will make this article appear prominently in Damon Shulenberger’s NY Times news feed, right under Hope Dwindles for Hondurans in Peril and above Underground Surrogacy Booms in China. For every share of this article, the New York Times will receive x cents, for every like x cents, and for every comment x cents. This comes directly from the MegaRed-funded Facebook advertising war chest.

Step Four: Let the Good Times Roll

If we really hit pay dirt, Damon Shulenberger will share this article via other platforms, creating exponentially higher value for our brand. A certain percentage of his downstream will do the same. Naturally, the unwitting principal conveyor of this branding message will not be compensated for his efforts.

Viva Facebook! Viva krill oil! And viva the unseen forces behind what we see, read, and share. It’s a brave new world where the Internet knows you better than you know yourself.

Disclaimer:

All of this did not necessarily occur. The Krill-Facebook article may be legit. It may have been used by NY Times to to collect data for future forays into hidden digital branding—or as they call it, native advertising. It is a fact that in June, 2014, the NY Times’ BrandStudio rolled out its first 1,500 word “native ad” article about the HBO series Orange is the New Black. It was apparently very successful. Can’t exactly blame the NY Times, as it seeks out a solid revenue base and moves away from the traditional newspaper industry.

From Northern California, Damon Shulenberger is an author currently engaged in projects such as the mystery-thriller Arisugawa Park and a series on admired musicians such as Jimi Hendrix. He also writes on burning topics such as donut pies. His nonfiction work is A One Drop Companion: Inside Poker’s $1 Million Tournament and the Players Who Risk It All.