Read on Twitter
67 Lessons on Marketing Strategy
Inspired by the conversation between @mkobach and @rachelmercer
Notes
Inspired by the conversation between @mkobach and @rachelmercer
Notes
What is Strategy?
• 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 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
What is Strategy? (Part 2)
• 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 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
What is Strategy? (Part 3)
• 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://www.developgoodhabits.com/rock-pebbles-sand/
• 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://www.developgoodhabits.com/rock-pebbles-sand/
What is Strategy (Part 4)
• 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
• 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
Create Your First 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)
• 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)
Frameworks
• An organization construct to organize your thinking at any point in time
• Examples SWOT & Simon Sinek Why
• Brand, Purpose, Mission
• An organization construct to organize your thinking at any point in time
• Examples SWOT & Simon Sinek Why
• Brand, Purpose, Mission
Strategy and Tactics
• Strategy is the overarching plan
• Tactics are actions that support that plan
• Strategy is the overarching plan
• Tactics are actions that support that plan
Strategy and Tactics (Part 2)
• 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
• 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
Strategy and Tactics (Part 3)
• Strategist: where it should live and why we need to create it
• Tactic: Creating the ideas and assets for the content
• Strategist: where it should live and why we need to create it
• Tactic: Creating the ideas and assets for the content
Strategy and Tactics (Part 3)
• Creating a strategy and executing on the tactics is like curling
• Strategy is launching the stone
• Tactics are sweeping it to the target
• 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 Strategy
• 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 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 Media Strategy (Part 2)
• Social is cheaper historically
• It's easier to test because you can hyper-target and gelocate
• KPIs are immediate compared to traditional channels
• 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 (Part 3)
• 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)
• 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)
Social Media Strategy (Part 4)
• What are you trying to achieve?
• Someone should follow us because of X
• This dictates what channels to use
• What are you trying to achieve?
• Someone should follow us because of X
• This dictates what channels to use
Internet Culture Affect Strategy
• 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)
• 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)
Brand Authenticity
• Strategists are modern-day anthropologists
• Strategists bridge authenticity and culture
• Strategists are modern-day anthropologists
• Strategists bridge authenticity and culture
Organic Social
• 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
• 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 Social (Part 2)
• 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
• 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
Organic Social (Part 3)
• Brands need to wean off filing feed
• Content needs to drive or fuel conversations
• Content is best when it's consistent
• Brands need to wean off filing feed
• Content needs to drive or fuel conversations
• Content is best when it's consistent
Creative Strategy
• Misnomer of word
• Strategy and creative work together
• It's a parternship
• Misnomer of word
• Strategy and creative work together
• It's a parternship
Social Media Strategy vs. Marketing Strategy
• 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
• 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
How Can You Be Better on Twitter?
• Follow @JuiceboxCA
• He added value to a niche network by curating social ads
• Have a unique POV
• Follow @JuiceboxCA
• He added value to a niche network by curating social ads
• Have a unique POV
Why Do People Share Content?
• Strengthen bond with network
• Define myself (eg. collective identity)
• Status
• Strengthen bond with network
• Define myself (eg. collective identity)
• Status
What Do People Get Wrong About Strategy
• People don't view strategy as valuable
• They don't understand how it drives business results
• People don't view strategy as valuable
• They don't understand how it drives business results
