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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