[BATTLEPLAN] Marketing to Generation @Me

As a marketer, I consider most people aged 13 to 30 years to be a part of Generation @Me where likes, comments and follows serve as social currency.

If you want to design a program that appeals to Generation @Me, you need to first design a program with social currency flow baked-in.

I say baked-in because social currency flow can’t be something you layer in or place on top of a program. It has to be the program.

Here’s the “How do I market a brand or IP to Gen@Me” formula

  1. Be a thought leader, influencer and taste maker which means being EXTRAORDINARY at something
    1. If you are not already all of the above, you’re pretty much dunzo because there’s someone out there that is.
    2. You can rent a thought leader but at the end of the day, the majority of the equity stays with the thought leader.
  2. Bring your personal audience to the public brand
    1. You need a small but committed group to spread your message. These are people that can vet you personally.
  3. Show and share the love
    1. As a thought leader, you have pockets full of social currency to pay out. As you like, comment, follow or otherwise pay out social currency, you’re rewarded with social currency in return. This is social currency flow.
  4. Become a bank
    1. Be mindful and selective of how and who you lend social currency to. More often than not, you can lend it to yourself to launch additional brands.
  5. Sell shit
    1. Here’s where people start – they want to sell things so they use social as a layer instead of the program. They’re thinking backwards.

In conclusion, I’d just like to acknowledge that anyone could disprove the above with a case study of someone that did something great who wasn’t an influencer or didn’t have any knowledge of what they were doing, The above is (somewhat) agnostic of being lucky, having influential parents, friends, loved ones or being in the right place at the right time – all of which can elevate your success levels no matter how much you suck :)

Windows 10 phones are full-size PCs

This is a very good idea and could potentially be an Apple killer.

Windows 10 phones can function as full-size PCs when connected to a monitor, keyboard and mouse.

Apple still has the “cool” factor but seriously, Apple wants you to buy an iPhone, an Apple Watch, an iPad, a MacBook, an iMac and an Apple TV. That’s 6 devices with so much redundancy between them. There’s nothing sexy or cool about redundancy – two of Apple’s core appeals.

Here’s why I love the idea of your phone doubling as your PC:

  • Less is more. Uncluttering your life is always better than complicating it.
  • One device to upgrade vs. six
  • One device for your life – work, home, play.
  • Store everything in the cloud, including backups. Lose your phone? Buy a new one, restore from the cloud.
  • Charging docks that double as USB, HDMI and Ethernet connection stations.
  • Your job pays for your phone.

Horsepower and heat are the only remaining issues. Battery life? Maybe. But if your phone is docked all day at work, maybe not.

Planned Failure

Perhaps the most overlooked success tactic is planned failure.

We seem to proceed with themes and projects as if they’ve already been embraced by our audience before our audience has ever seen the theme or project. Then, when our themes and projects underperform, we walk away because failure was not part of the plan.

When failure is part of the plan, you get this wonderful thing called iterative learning where audience feedback is applied to a theme or project and successful improvements are made.

It’s a wonderful thing and makes everyone feel talented and smart . And if there’s one thing talented and smart people need it’s constant reassurance. Without it, their skills atrophy, they leave for other opportunities or otherwise begin to suck. Then you have sucky people working on ill-planned projects and, well, you don’t have to plan to fail in that case because it’s almost a certainty.

Facebook Marketing 2014 Wrap Up

Here’s a wrap-up of what Facebook has said to marketers over the last year. I’ve paraphrased below.

FB only tells you about big updates. There are many smaller ones you don’t know about.

Each of your posts competes with, on average, 1,500 other posts. FB will prioritize 300 of those.

FB has a “high quality” algo. This is used to push stories up in your news feed and is based on over 1,000 factors.

Media sites such as Buzzfeed are rewarded by FB with greater reach, due in large part to their abilities to publish large amounts of content that generate large amounts of engagement daily.

Clicks on links matter. FB monitors them closely in hopes to understand what quality content is.

FB expects organic reach for your posts to decline (unless you get a heck of a lot better).

Get to a certain level and reach isn’t solely dependant on engagement. FB white lists sources (sites) as being high quality.

If you are a Page, don’t post a text-only status update.

For more engagement, use a link-share instead of sharing a link.

For more engagement, Pages should tag other Pages.

Stop like-baiting. Asking for a share or a like is a FB no-no.


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