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Creating Content Contextual To The Platform | With Tim Dillon

17 ideas de marketing sacadas de «Creating Content Contextual To The Platform | With Tim Dillon», de GaryVee. Sobre todo de canales de adquisición…

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Las 17 ideas de esta entrevista se reparten así entre las etapas del marketing. El reparto es lo que distingue una entrevista de otra: dice en qué se detuvo de verdad quien hablaba.

Las 17 ideas, con su cita y su minuto

Cada una está sacada de un punto concreto de la entrevista. El enlace del titular lleva a la página de esa idea, donde se ve quién más la dice por separado; el del pie salta al segundo exacto del vídeo para que la compruebes tú.

Cada plataforma es una sala distinta: el creativo se hace contextual

Estrategia de contenidos

Un video se comporta distinto en TikTok, en YouTube Shorts y en Twitter, asi que producir una pieza y distribuirla igual en todas es el error mas comun. La analogia es la gira de un comediante: el mismo show cambia ciudad por ciudad y pais por pais, con un chiste de Josh Allen en Buffalo y uno de footy con cerveza Cooper's en Australia. Gary Vaynerchuk senala este punto como lo unico del episodio capaz de mover la…

interesting so it's it's creative strategy it's understanding that a video on Tick Tock is going to act different than a video on YouTube shorts and a video on Twitter it's you know you'll really like this because this is there's no way to be a big time comedian without understanding this every platform is a think that's where people are missing they think let me make a piece of content and I'm going to blast it on all these platforms I'm thinking oh I'm in Tick Tock tonight well I'm in like Buffalo for 40 people I have to give us I have to give a Josh Allen joke right oh I'm in Australia let…

Escúchalo en el minuto 44:56

Llevar los clips a LinkedIn bajandole el tono al material

Canales de adquisición

El consejo concreto que le da a un comediante es cortar sus clips para LinkedIn y escribir el copy alrededor quitandole unas diez millas por hora a la bola rapida, es decir suavizando el filo sin perder la idea. El razonamiento es que el contenido reflexivo funciona en esa plataforma y casi nadie del rubro lo esta ocupando.

social yes I would do a lot more on LinkedIn if I were you I you know what this is brilliant because I've never thought about that so I think a lot of your comedy is super thoughtful no and I okay but I highly recommend you get thoughtful about taking some of your Clips yeah clipping it for LinkedIn and writing copy that is a hair take like 10 miles off your fastball yeah and I think you would [ __ ] Crush that's very

Escúchalo en el minuto 44:23

Si la idea no despega: revisa el timing o consiguete un socio

Estrategia y decisiones de negocio

Su consejo de cierre para quien tiene una idea en la que cree y no le ha funcionado: puede ser timing —llegaste muy temprano o muy tarde— y entonces hace falta paciencia, o puede ser que no seas bueno ejecutandola, y entonces toca mirarse al espejo y traer a alguien que si sepa. Lo resume en que el 50% de algo que importa vale muchisimo mas que el 100% de nada, y que la humildad es el factor decisivo.

understand that one there's a couple things one it might be timing you just might be too early or too late timing's a real thing two you might not be good at executing your idea and it might be a good idea to bring a partner in to help you do it okay right like like it's okay 50 of something meaningful is a [ __ ] load better than 100 of nothing right and so I think humility is like a huge huge factor in all this yeah and so if it hasn't happened yet timing maybe you need more patience or look yourself in the mirror and be like hey I'm good at the idea but I can't [ __ ] make it come true let…

Escúchalo en el minuto 1:02:25

La primera pregunta a cualquier cliente: que quieres lograr

Medición y experimentos

Cuenta que cada vez que alguien entra a su oficina abre con la misma pregunta: que te gustaria conseguir. Antes de discutir tacticas o canales, la respuesta a eso es lo que define si el encargo tiene arreglo o no, y en algunos casos la conclusion es que ese barco ya zarpo.

listen yes the opening question I ask everybody is what would you like to accomplish they want to uh keep having every time somebody comes into this office I'm like what would you like to happen

Escúchalo en el minuto 56:58

No te cases con la plataforma: sigue la atencion

Canales de adquisición

Dice que estaria feliz si las redes sociales desaparecieran, porque antes construyo sobre email y lo unico que le importa es entender donde esta la atencion de la gente para crear valor en ese canal, sea un libro o pararse a hablar en una esquina. El apego a una plataforma concreta —incluida la posibilidad de que prohiban TikTok— lo considera irrelevante.

do you know how pumped I would be if social disappeared I mean that seems crazy to hear why I [ __ ] built on email before that or like like I only care about where the attention is right and I'll follow that right so like to me if Facebook and Twitter and snap and Tick Tock all went you know yeah what the [ __ ] I'm like good right like it's completely irrelevant right all I care about is trying to understand where people are paying attention and then I try to create value in that channel whether that's a [ __ ] book or if I had to go outside and [ __ ] talk on a

Escúchalo en el minuto 25:45

Las marcas de famosos dejaron de ser etiqueta y empezaron a ser producto

Oferta y precio

En licores, el movimiento de los ochenta y noventa era prestarle el nombre a un producto de marca blanca —los Rolling Stones ponian su nombre a un vino a granel que se regalaba de novedad—. Hace unos veinte anos eso cambio: el gin de Ryan Reynolds, el tequila de Dwayne Johnson o el de Clooney funcionan porque el producto es realmente bueno. Su lectura es que el capital de audiencia solo sostiene una marca si detras…

what people don't know about Ryan Reynolds gin right or the rocks or cloonis tequila is what they've a lot of these celebrities have done well is they've actually made really good products so what used to happen in especially alcohol is like the Rolling Stones would like give their name to a wine it would be like bulk [ __ ] wine and it was like a novelty gift somewhere around 20 years ago people started getting serious and making like actual good stuff right so now what I think is fascinating about that whole genre is they're not mailing it in on the product and I think it's a preview of…

Escúchalo en el minuto 34:24

El buen marketing solo acelera que se sepa la verdad del producto

Marca y posicionamiento

Su frase al respecto es que el buen marketing acelera que todo el mundo descubra la verdad sobre tu producto. Si el producto es bueno, lo amplifica; si no lo es, lo que acelera es la exposicion. De ahi que invertir en promocion antes de tener algo que aguante el escrutinio se le vuelva en contra al anunciante.

and I always tell them like good marketing just speeds up everyone finding out the truth about your product right like so should we expose this it speeds up the exposure of

Escúchalo en el minuto 57:16

Contratar es adivinar, y lo que descarta es el cinismo

Estrategia y decisiones de negocio

Admite que contratar es adivinar: se apoya en su intuicion, ha contratado mal toda su vida y en los ultimos dieciocho meses hizo fichajes de los que se rie por lo malos que resultaron. Lo que si define es el filtro cultural: en su empresa lo que no funciona es traer cinismo de trabajos anteriores —deriva en politica interna— y trabajar con miedo; quien se suelta y sobrecomunica lo que le molesta es el que rinde.

know the reality is hiring is guessing right like I really go on my intuition like that yeah you know so for me the same thing with hiring comma I've mishired so much in my [ __ ] life right that I know it's [ __ ] guessing it's guess it's [ __ ] guessing right able to stop at the door Yeah in our company it's not being it's not believing in cynicism and not being scared okay because we have unlimited doors my doors open are people team is huge like the way we do HR is [ __ ] different and like if you're gonna bring cynicism of the places you worked in the past it's going to lead to politics…

Escúchalo en el minuto 42:28

Nadie te esta quitando audiencia: el mercado es abundante

Estrategia y decisiones de negocio

Sostiene que las siete o diez personas de tu rubro a las que miras como competencia no te estan quitando absolutamente nada, y que ver el mundo como escaso es un error de fondo. Cita a Joe Rogan como prueba de que compartir audiencia entre pares ayuda a todos. Aclara que si es competitivo y quiere ganar cada vez, pero que perder una licitacion no le genera rencor hacia nadie.

that's where people have a real [ __ ] up view of the world the the world is fundamentally abundant there's nobody that's taking any fans from you right like there's plenty of comedians they're all over the streaming services it's a Renaissance for all you guys and gals it's awesome but I promise you the seven to ten people that are in the game that you look at that you admire that you think are good that are bad whatever none of them are taking anything from you no and and what Joe Rogan has done is kind of shown people that by sharing correct doing all that stuff you actually help each…

Escúchalo en el minuto 36:05

El 99% se va a cero y aun asi la categoria importa: nadie oye la segunda parte

Estrategia y decisiones de negocio

Su postura publica sobre los NFT fue siempre doble: esto es fascinante, coma, el 99% de lo que existe hoy va a valer cero y no inviertas dinero que no puedas perder. El problema es que nadie escucha la segunda mitad. Lo compara con la burbuja de internet del 95 al 2001: entre pets.com y el ruido estaba Amazon a cuatro dolares por accion, donde mil dolares se convirtieron en cerca de un millon. La diferencia con hoy…

you have always been honest to your credit saying 90 of these 99 99 thank you are going away projects are going to zero that's right is it a little insane that was 99 of this is going away and yet everybody get excited about it because it's awesome yes okay because it was because it's the complete replica of the internet you know most of the people forget what internet hysteria 9678 special of course I do because Amazon was sitting there in 1999 for four dollars a share or whatever and that was a really good idea if you put a thousand into Amazon it's like a million today it like worked out…

Escúchalo en el minuto 10:14

El algoritmo no te persigue: responde a tu comportamiento y vende anuncios

Canales de adquisición

Rechaza la idea del algoritmo como villano con un mago detras de la cortina: las plataformas responden a lo que consumes —si pasas el dia mirando autos, te llegan autos— y su negocio es vender publicidad, igual que NBC pagando una fortuna por Seinfeld para vender anuncios. Entender eso cambia como se produce para el canal.

interesting it doesn't change everyone's like it's doing all this [ __ ] the algorithm the algorithm is responding to you they want to sell ads right they want to [ __ ] sell ads right no different than Seinfeld you know why Seinfeld got paid a [ __ ] fortune by NBC they sold [ __ ] ads right if you're looking at cars all day long and searching cars you'll get your [ __ ] cars and your content right like everyone like they love people love this people love this idea of a Wizard of Oz Mark Zuckerberg is not sitting at [ __ ] home being like Oh Ricky him some poison now it's so [ __ ]…

Escúchalo en el minuto 57:32

En redes se pierde la intencion, y ahi se rompe la ironia

Estrategia de contenidos

Para quien trabaja con satira, sarcasmo o ironia, publicar en redes es especialmente dificil: no se oye la voz ni hay show en vivo, y el tono se pierde. Su matiz es que la mayoria de la gente si capta la intencion, y que el problema real es que quienes cancelan rapido son sordos a ella; cuando se saca la intencion y el contexto de la conversacion, cualquier mensaje queda a merced de la peor lectura posible.

would have flowed too fast as a comic too I think it's specifically hard like satire sarcasm yeah I did engage in like things that you know are tougher to read on social media because you don't hear my voice it's not a live show you're not you know so you're you're irony all these things kind of can get lost the lucky thing is that I actually believe back to my rosy colored glasses I do think that people understand intent I would argue that what's really hurting a lot of people who are very quick to cancel is that they're completely tone deaf to intent thus rendering it very difficult to have…

Escúchalo en el minuto 54:28

Lo que separa a MrBeast: oficio de produccion y juego largo

Estrategia de contenidos

Distingue dos oficios distintos: el suyo son las palabras y las ideas que salen de su boca, y el de MrBeast es la produccion misma del video, que considera brillante. A eso le suma que le importa de verdad su audiencia y que ha sido paciente jugando a largo plazo, y por eso cree que creadores asi construiran empresas de miles de millones —ya lo hizo con las hamburguesas y el chocolate—.

do think people like Mr Beast and others companies you you should Mr B seems to be like the guy he's doing a really good job yeah I mean he's also like you know craft yeah his videos on YouTube is crap brilliant like my craft is just the words and ideas that come out of my mouth but it's not the production and like like he is craft yeah and you know the Beast Burger thing has been huge the chocolate thing's been huge she's a young dude he understands like giving a [ __ ] about your audience playing the long game he's been patient who are your

Escúchalo en el minuto 35:11

Puro sizzle sin carne: el que no hace el trabajo termina expuesto

Estrategia y decisiones de negocio

Traza el paralelo entre comedia y emprendimiento: hay comediantes con mas talento bruto que sus pares que igual no ganaron, porque no escribian ni hacian suficientes micros abiertos. En los negocios pasa lo mismo: si no sabes operar y no pones el trabajo, el show por si solo te hunde y al final todo el mundo queda expuesto. Por eso apuesta a que a Elon Musk no le pasara: ya construyo companias reales.

capable and you're just Sizzle and not steak it can be a negative right the guys run and built real companies right so I think less likely okay you know there's a lot of people who are just sizzle game with that actually potentially were funnier had more Raw Talent right for sure but you knew that they weren't willing to put in the work whether they didn't write or they didn't they didn't put in the [ __ ] work yeah right they didn't do enough mics they didn't write enough whatever you know you know this and they haven't won and I think that's similar to the way I think about entrepreneurship…

Escúchalo en el minuto 4:47

Las burlas te dicen que rasgo esta captando tu audiencia

Marca y posicionamiento

Cuenta que las parodias que hacen de el no le molestan y que incluso aprende de ellas, porque le muestran que es lo que la gente esta percibiendo y que rasgo suyo estan exagerando. Anade que cuando una personalidad ya es exagerada de por si, la exageracion de la exageracion resulta muy graciosa, y que quien no puede reirse de si mismo suele ser alguien profundamente inseguro.

um I I also love comedy like I genuinely view it as flattering interesting you know I I sometimes even learn from it you're like oh it's interesting like people are that's what they're picking up on or like they're exaggerating that and especially to your point when you're a big personality and you're exaggerated when somebody then takes the exaggerated part of you already being exaggerated it tends to be really funny plus I've so I think there's a level of and honestly to be even like really to the point anybody who can't laugh at themselves is [ __ ] yeah like genuinely actually [ __ ] it…

Escúchalo en el minuto 2:02

Todo negocio acabara con una estrategia de NFT, como acabo teniendo app

Canales de adquisición

Su prediccion para la proxima decada o dos es que la tecnologia detras de los NFT servira a cualquier negocio, igual que hoy hasta una pizzeria de un solo local en Maine tiene app en el iPhone. Pero aclara la parte que casi nadie escucha: no todos los proyectos seran Bored Ape Yacht Club, igual que no toda app se convierte en TikTok o Instagram. El valor esta en la tecnologia, no en el coleccionismo.

justify the whole thing you said every business is gonna eventually have an nft strategy of course 100 you said well three is going it's an inevitable thing correct it's gonna happen yes um and you don't know when well I think over the next decade or two that will be obvious and here's what I mean by that almost every every like the amount of companies that have an app on the iPhone is remarkable right there's like local pizza restaurants that have one location in Maine that have an app right not every single app is going to become Tick-Tock and Instagram same with nfts the technology of nft…

Escúchalo en el minuto 47:20

Una agencia de 2.000 personas construida en 13 anos sobre el desperdicio de las Fortune 500

Canales de adquisición

Describe su negocio: no atiende personas sino empresas, y la tesis con la que empezo hace trece anos es que las companias desperdician cantidades enormes en comerciales de television tradicional y banners en sitios web. Dice que da miedo lo mal que el ecosistema Fortune 500 gasta su presupuesto de marketing. Sobre esa premisa levanto una compania global de 2.000 personas.

companies are for you it's not people correct okay interesting and so for me these companies waste so much money on traditional TV commercials banner ads on websites it's actually scary how poorly The Fortune 500 ecosystem spends their marketing dollars and so we came 13 years ago and have really built a large 2 000 person global company that I'm really proud of and I really enjoy

Escúchalo en el minuto 31:45

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