• Strategy is defining the problem you are trying to solve and the plan to get there
• Many people put strategy on the backburner
• Without strategy, it's hard to know if what you are doing is successful
67 Lessons on Marketing Strategy
Inspired by the conversation between @mkobach and @rachelmercer
Notes 👇
• Strategy is defining the problem you are trying to solve and the plan to get there
• Many people put strategy on the backburner
• Without strategy, it's hard to know if what you are doing is successful
• Strategy is like running
• You can't just start running
• You need to decide where you are going to run to and if you have the stamina to get there
• Strategy is the rock, pebbles, and sand in a jar story
• Is it the new shiny object (eg. TikTok) a rock?
• Or is it unnecessary and just taking up space you don't have?
https://t.co/1E9hqC3q1R
• Strategy is the foundation for which success can spring from
• The strategy is the GPS, the destination is tactics
• No right way to do strategy
• Discovery Phase: Figure out the lay of the land, what channels are we using, what are competitors doing?
• Audit: Where you are now and where you need to go
• Create from to statements (eg. silo to cohesive strategy)
• An organization construct to organize your thinking at any point in time
• Examples SWOT & Simon Sinek Why
• Brand, Purpose, Mission
• Strategy is the overarching plan
• Tactics are actions that support that plan
• Strategy Example: we are targeting 18-25 y/o that we are tech-savvy
• Tactic Example: we will do it on TikTok, create content and do podcast sponsorships
• Strategist: where it should live and why we need to create it
• Tactic: Creating the ideas and assets for the content
• Creating a strategy and executing on the tactics is like curling
• Strategy is launching the stone
• Tactics are sweeping it to the target
• Social media is constantly changing
• Most brands are focused on engagement
• That is usually the wrong strategy b/c their messaging is inconsistent and not thematic
• Social is cheaper historically
• It's easier to test because you can hyper-target and gelocate
• KPIs are immediate compared to traditional channels
• Social media strategy is a way to achieve marketing strategy
• We are living digital-first lives (more people consume digital content than traditional content)
• It's a living strategy (eg. Covid-19 shifted strategy)
• What are you trying to achieve?
• Someone should follow us because of X
• This dictates what channels to use
• Tailor to the culture of the industry and channels
• Industries are diff (eg. Spirits vs Financial Services)
• Channels are diff (eg. memes on TikTok are constantly changing)
• Strategists are modern-day anthropologists
• Strategists bridge authenticity and culture
• It's possible to only do organic, but rare
• Don't use traditional metrics such as views to measure organic
• One example of a measurable ROI is perception of trust
• Organic typically needs to be supported by paid
• @steak_umm is a brand that does very good organic
• They are the exception to the rule
• Brands need to wean off filing feed
• Content needs to drive or fuel conversations
• Content is best when it's consistent
• The two go hand in hand
• It's possible to have a social strategy without a marketing strategy, though not the norm
• Glossier is an example of a brand that was a social-first strategy
• Follow @JuiceboxCA
• He added value to a niche network by curating social ads
• Have a unique POV
More from Marketing
The emergence of many new hypocrisies typically heralds an emerging new cultural synthesis.
Are you disturbed that you agree with one of those viewpoints? Or perhaps that other people you respect do?
1/x
Let me offer a framework for thinking about things like this, something called an “Omega Event.”
It was first described to me by Erik Martin, one of Reddit's first community managers:
In governance, Omega Events exist due to the fact that no system of beliefs, no worldview, no set of rules, can account for everything that will ever happen.
Eventually someone (or some group) will do something that lies outside the scope of all existing rules, and you will have to make decisions again from first principles.
Sometimes the Omega Event emerges from the confluence of many unrelated factors. When it does, it is wholly different from anything you’ve encountered.
Are you disturbed that you agree with one of those viewpoints? Or perhaps that other people you respect do?
1/x
\u2014 HYPOCRISY \u2014
— emily (@emnode) January 9, 2021
\U0001f4cdFree market conservatives outraged that a private social media company can decide who has access to its service.
\U0001f4cdSo called liberals overjoyed at the prospect of powerful corporations taking control of the content and information we're allowed to see.
Let me offer a framework for thinking about things like this, something called an “Omega Event.”
It was first described to me by Erik Martin, one of Reddit's first community managers:
In governance, Omega Events exist due to the fact that no system of beliefs, no worldview, no set of rules, can account for everything that will ever happen.
Eventually someone (or some group) will do something that lies outside the scope of all existing rules, and you will have to make decisions again from first principles.
Sometimes the Omega Event emerges from the confluence of many unrelated factors. When it does, it is wholly different from anything you’ve encountered.
