• 2020: 15% of cable subscribers planned to cancel their service
• 2021: 27% of cable subscribers planned to cancel their service
"Streaming consumption now accounts for 68 percent of TV viewing versus 28 percent for traditional TV viewing."
Linear is dying
Some more interesting stats:
"Only 30 percent of U.S. consumers cite live sports as a reason for maintaining a cable TV subscription – significantly down from the 60 percent that cited live programming, including sports, just nine months previously."
"Fifty-one percent of U.S. consumers are unwilling to spend more than $20 in total per month on streaming subscriptions, according to the survey."
.@JoshRichards is one of the world's most famous TikTok stars. He has 23.9M fans on the platform.
His goal? Be the first influencer billionaire.
The crazy part? He's 18, but already on his way to accomplishing it.
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2) Josh started his social media career on Musically at age 14. His goal was to have 10,000 followers before he entered high school. He spent up to 5 hours a day creating videos
He ended the summer with 26,000 followers.
3) ByteDance purchased Musically and all his followers transferred over to TikTok.
He started making money on TikTok and by the age of 17 had signed brand deals with Reebok, CashApp and Crocs.
Today, I published the 50th episode of my podcast. I started it in March of 2020. The podcast has 4.9K downloads. The YouTube channel has 4,700 views.
Here's what I learned.
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Starting the Podcast
• I started my podcast as an excuse to talk to people
• It was originally launched as a live-stream
• My logic was that I could collect email addresses and use that for a future newsletter
My First Guest
• My first guest was @petermartindc
• We live-streamed it via Zoom and 14 people showed up
• Live-streaming video is F**king hard
• You have to worry about people showing up and technical problems. Don't start with this.
• Everyone needs to work, but not everyone is passionate about it
• Are people working because they are passionate or because they need to?
• Some people have lost faith in the system or can't find a job
How the Creator Economy Evolved
• The first collab house was started in 2009
• People developed content as a means of self-expression and/or creativity
• Influencer wasn't considered a "normal" job or a way to make money
• Now it's changed
8 Lessons I Learned from Enzo Ferrari on Building the World's Most Valuable Brand — Ferrari.
"Race cars are neither beautiful nor ugly. They become beautiful when they win."
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Exclusivity as a Marketing Strategy
Ferrari doesn't want just anyone to own a Ferrari. "If anyone can walk into a dealership and get one, then it loses what makes it special ... for the model to work, you have to keep prices up.”
Their €3.7B in net revenue proves it works.
Be the Best At One Thing
Ferrari has won 237 F1 Grand Prix races. It's closest competitor has 56 fewer wins. Ferrari is first and foremost a racing company. Its success in racing has increased the demand for its road cars. People want to drive the best and the best is Ferrari.
1/ I grew my newsletter from 0 to 1,000 subscribers in 5 months. Here's how I did it.
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2/ When COVID began, I stopped traveling and taking meetings. My business partner, @ChrisBerryOH, encouraged me to create content. I didn't have a focus or an audience but did have experience with content creation.
3/ One of my current endeavors is running the Cleveland Tech Newsletter. Each week I'd interview a guest in the Cleveland Tech scene. I was going to apply that same lesson to my new newsletter.
1/ In 1975, Gary Dahl started selling rocks for $4. Six months later, he made $15 million dollars.
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2/ Gary Dahl was employed as an advertising executive in California. He was at a bar with his friends listening to them complain about their pets. He had an idea.
3/ He joked to them that they should have a rock as a pet. He decided to turn that joke into an actual product — "The Pet Rock"
1/ How I Increased My Twitter Following 205% in three months
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2/ Starting to Use Twitter
• On April 31st, I had 1,677 followers
• With the quarantine in full-swing I made it my goal to increase my Twitter following
• I spoke with my friend and Twitter Expert @mdudas
3/ Mike's Advice
• Mike gave me two tips
• Amplify Others
• Share unique thoughts
1/ What I learned from @davenemetz, founder of Bleacher Report, about the future of digital media.
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2/ Organic Search
• Dave started Bleacher Report in 2005
• The site was built around organic search
• The site grew into one of the largest sports media properties in the world because of SEO
3/ Shift to Social
• The next generation of media companies were built around social
• Companies like Buzzfeed built their audience by leveraging social networks such as Facebook
• Companies love to talk about distribution, but owning the audience is more important
1/ John Deere has one of the best communication teams in the world. I did an analysis of how they plan and execute their PR and social strategies.
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2/ John Deere - The Company
• John Deere employs 67,000 employees
• John Deere has offices in over 30 countries
• John Deere has a social media presence in 54 countries
• Since their start in 1867, they've designed over 690 different tractor models
3/ John Deere - The Innovator
• John Deere's roots are in agriculture
• Today, they view, themselves as a technology company fighting for talent with the likes of Facebook
• They even developed a self-driving tractor
44 Lessons on PR & Social from @jenalyson (Thread)
Inspired by the Instagram Live conversation between @mkobach & @jenalyson
Lessons 👇
Experimental Marketing
• Jen started her career running the Gold Key program at John Deere
• Gold Key provided behind the scene tours to customers
• This taught her the importance of turning customers into brand advocates
• Customers = Storytellers
• @JohnDeere has a small social media team
• Jen runs PR
• Operates in 150 countries
• Focused on governance, structure, and collaboration of the social media team before content creation
• Focus on amplifying brand, customers, and their work
31 Lessons from a Social Media Professional in Higher-Ed
Inspired by the Instagram Live conversation between @mkobach and @jsstansel
Lessons 👇
Every Account Matters
• Some accounts have 100,000 followers and some have 10 followers. They all represent the university equally.
• A screw-up on the 10-person account will still make the news
Crisis Communications
• Crisis comms is a big part of higher-ed social media
• Constantly dealing with issues around campus
• Crisis comms responses need to go through an approval process
• What's the right way to say this
This week my friend @David_K_Morris invited me to speak to his customers at @Proformex. I talked about marketing strategy and tactics
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Strategy Before Tactics
• Do you drive without a destination?
• No, so why market without identifying the customer?
• Before you start creating content, figure out who your customer is and what problems are you solving
Finding a Niche
• Focus on customer segmentation
• If you are selling a product to lawyers, maybe start with a specific type of lawyer
• Segmentation helps you connect on a deeper level with your customers
• Pomp has been building his internet audience for 3 years
• Podcast has 2.5MM downloads/views per month
• Newsletter has 50,000 free subscribers
• Twitter has 300,000+ followers
Everything Starts and Stops with Twitter
• Twitter is where he started building an audience online
• It's still the platform where he is most active and focuses a lot of his time
• Patrick played a lot of World of Warcraft
• He ran an 8 person guild, but employers don't care about that
• They do however care about your writing and the traction it receives
• Writing = crediblity
Optics matter
• Don't call it a blog
• Blogging is low signal
• A phrase such as writing memos is high signal
4 added to My Authors
