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Section 2: Crafting Your Strategy

Chapter 5: Understanding the Competitive Environment

  • Stage 1: Facts – Collect relevant facts

  • Stage 2: Anchors – Isolate the essential analytical anchors implied by the facts

  • Stage 3: Judgments – Make judgments based on the analytical anchors

  • Stage 4: Validation – Validate your judgments

  • Conclusion

Chapter 6: Coordinates

  • Characteristics of Superior Coordinates

    • Superior coordinates represent tough, “big-picture” choices about what to do and what not to do

    • Superior coordinates enrich one another

    • Superior coordinates robustly define the operating space

  • Principles for Formulating Coordinates

    • Respect the “unequal dialogue” in your organization

    • “Don’t fight the last war”

    • Know when to play offense, defense, and use special teams

  • A Discussion Protocol for Crafting Coordinates

    • Review your competitive analysis and seek out hidden connections

    • Construct a “brain-prodding” chart

    • Discover clusters of goals or pods of insights

    • Label and evaluate the pods

    • Determine how the goals could be linked together to accomplish something unique and spectacular

  • Conclusion

Chapter 7: Channels

  • Channel Dynamics

    • Channels connect senders and receivers

    • Each channel has a unique capacity to transmit particular types of signals

    • Channels cultivate unique conventions, customs, and norms

  • Principles for Selecting Channels

    • Select platforms that sync with your coordinates and your target audiences’ preferences

    • Consider niche-like platforms that may serve your needs

    • Select platforms that you can master on a tactical level

  • Strategic Channel Selection

    • Systemically study a wide variety of potential social media platforms

    • Evaluate and select the platforms for active and passive management

    • Craft a “job description” for each channel

    • Bundle the channel “duties” into manageable jobs for your social media team

    • Assign the right person or team to the tasks

  • Conclusion

Chapter 8: Content

  • What Are My Content Options?

  • Who Generates the Content?

    • Internally-produced content

    • Curated content

    • Co-created content

    • User-generated content

  • How do I Select the Right Content?

    • Coordinate aligned

    • Audience sensitive

    • Channel compatible

    • Category apportioned

    • Feedback driven

  • Conclusion

Chapter 9: Connections

  • Understanding Connectivity

    • Nodes

    • Links

      • Direction

      • Capacity

      • Volume

  • Networks

    • Hubs

    • Hinges

    • Path length

  • Connection Principles

    • The pattern of connections (network) is more important than the strength of individual components (nodes)

    • There are tradeoffs associated with every type of network

    • Networks have both structural and emergent properties

  • Connections Matrix

  • Crafting Network Strategy

    • Identify a broad range of nodes and links

    • Map out and evaluate your existing network structure

    • Mix and match your connection strategies

    • Develop the skills and commitments to match your connection strategies

    • Judge effectiveness based on the strategy employed and the ease of reaching “bullseye nodes”

  • Conclusion

Chapter 10: Corrections

  • Sources of Errors

    • Attention

    • Speed

    • Habits

    • Thinking biases

    • Organizational structures, procedures and protocols

  • Corrections Matrix

    • Minor oversight

    • Modest gaffe

    • Missed opportunity

    • Major blunder

  • So What?

    • Detect patterns of errors

    • Build an eagle-eyed radar screen

    • Augment your radar screen by recruiting and maintaining your own friendly spy network

    • Build an experimental lab

    • Determine what type of corrective action to take

    • Set up a regular assessment process

  • Conclusion

Chapter 11: Syncing the Strategy Dots and Crafting Action Plans

  • Test 1: The Coordinate Test (note: the following questions apply to a specific example)

    • Will the selected channels increase your target audience’s attendance at your event?

    • Will your content choices increase your target audience’s attendance at your event?

    • Will your connection choices increase your target audience’s attendance at your event?

    • Will your correction plan increase your target audience’s attendance at your event?

  • Test 2: The Synergy Test

    • Are the channels aligned with your message choices?

    • Are the channels aligned with your connection decisions?

    • Are the channels aligned with your correction plan?

    • Are the message choices aligned with your connection decisions?

    • Are the message choices aligned with your correction decisions?

    • Are the connection decisions aligned with our correction plan?

  • Test 3: The Translation Test

  • Test-Taking Advice

    • Don’t assume that because you passed test 1 that you will ace test 2

    • Solicit the opinions and insights of others

    • Expect imperfections

  • Conclusion

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