David Perell and Matthew Kobach

Social Media Tips, Twitter As A Cheat Code & More| Matthew Kobach on The North Star

Check out The North Star Episode Page & Show Notes

Key Takeaways

  •  “Giveaways work, it’s been around for hundreds of years…and Cash App has really figured out how to make that work on social media. So, I think that every brand that wants strong advocates, giveaways work.”Matthew Kobach
  • If you’re a company, you need to make your social media account fun and social. People aren’t following you to read your boring press releases.
    • “Make it interesting, you have to make it worth consuming” – Matthew Kobach
      • “I don’t know why, more brands, more people don’t have more fun on social media. You get rewarded with eyeballs and that’s the whole point of marketing.”
  • Seeing an ad once may not lead you to purchase a product, but repeated exposure to that ad overtime greatly increases the chances of you buying that product.
    • “Clearly the data suggests that if the more advertisements you see for a certain brand, the more likely you are to purchase from that brand”Matthew Kobach
  • Twitter is a cheat code to life. It doesn’t matter where you live, Twitter lets you network with smart people all around the world.
    • “It is just such an amazing way to network and meet people” – Matt Kobach
  • Every time Matthew discovered a cool company, he’d direct message the founder on Twitter and ask if they could talk for 30 minutes to learn more about the business. Out of the 10 requests, all 10 founders said yes.
    • “That’s the biggest lesson I could give anybody is you want to reach out to companies that you like or people you admire not for a job today but for a job in a year or two years” – Matthew Kobach
  • “Twitter or social media or your blog or your website whatever is really your resume” – Matthew Kobach
    • The best way to build your new resume is to share your thoughts and expertise of it with the world 

Intro

  • Matthew Kobach (@mkobach) is the Director of Content Marketing at Fast and the former Manager of Digital and Social Media at the New York Stock Exchange.
  • Host: David Perell (@david_perell)

Books Mentioned

  • Matthew loved Peter Thiel’s book From Zero To One
    • A big takeaway from the book: You can’t have a product that’s just a slight improvement from your competitors, it needs to be 10 times better

Cash App’s Social Media Success

  • Cash App is doing a wonderful job on social media. One of the secrets is doing lots of giveaways.
    • “Giveaways work, it’s been around for hundreds of years…and Cash App has really figured out how to make that work on social media. So, I think that every brand that wants strong advocates, giveaways work.”Matthew Kobach
      • Oprah, Ellen, David Dobrik, and many more celebrities are famous for giving away free products
  • Giveaways > Ads
    • “If you bought those ads, you would not build the same community” – Matthew Kobach
      • Giveaways are surprising, delighting, and creates user engagements, ads aren’t

Repeat Exposure Works, Repeat Exposure Works

  • Advertising works. Perhaps one ad may not have moved you to buy their product but chances are it did influence someone else. The top 5 largest companies in the US all spend billions of dollars on advertising each year.
    • Seeing an ad once may not lead you to purchase a product, but repeated exposure to that ad overtime greatly increases the chances of you buying that product.
      • “Clearly the data suggests that if the more advertisements you see for a certain brand, the more likely you are to purchase from that brand”Matthew Kobach
  • Repeat exposure, even if you aren’t going to buy a product, works because it tells other people what the brand stands for. You may not be able to afford a Rolex, but when you see someone wearing one, you know they have a certain level of wealth.
    • “We buy things for other people…advertising works as a way to signal certain things to other people” – Matthew Kobach

Social Media Tips

  • If you’re a company, you need to make your social media account fun and social. People aren’t following you to read your boring press releases.
    • “Make it interesting, you have to make it worth consuming” – Matthew Kobach
      • “I don’t know why, more brands, more people don’t have more fun on social media. You get rewarded with eyeballs and that’s the whole point of marketing.”
  • If one of your social media posts goes viral, try to understand what made it pop and attempt to replicate it
  • You need to make people care about the scenes before you can make them care about the behind the scenes
  • Build-in public: share what your company is building, how you’re building it, and be transparent with your audience. Being transparent builds trust with consumers.
  • People treat social media like real life: helpful people are valued and rewarded while self-centered people are ignored
    • “Just help people out, it’s kind of just as simple as that” – David Perell
    • “When you put out stuff of value, you get rewarded with eyeballs” – Matthew Kobach
  • Writing tip from Matthew: When writing content on social media, pretend you’re talking with a friend over a beer, write it that way
    • If Matthew’s having writer’s block, he’ll text the copy to himself or his girlfriend to bounce the idea off of them
  • Have a private test account on Twitter or social media: It lets you see the format of your post and it gives you a way to catch any typos

Twitter Is A Cheat Code

  • Twitter is a cheat code to life. It doesn’t matter where you live, Twitter lets you network with smart people all around the world.
    • “It is just such an amazing way to network and meet people” – Matt Kobach
  • Twitter helps Matthew land his new job at Fast
    • Every time Matthew discovered a cool company, he’d direct message their founder on Twitter and ask if they could talk for 30 minutes to learn more about the business. Out of 10 requests, all 10 founders said yes.
      • At the end of his conversation with Fast’s founder, Matthew told him that if he ever needed help with marketing he’d be happy to chat. About 6 months later, the founder reached out to interview Matt for a job at Fast.
        • “That’s the biggest lesson I could give anybody is you want to reach out to companies that you like or people you admire not for a job today but for a job in a year or two years” – Matthew Kobach
  • “Twitter or social media or your blog or your website whatever is really your resume” – Matthew Kobach
    • The best way to build your new resume is to share your thoughts and expertise of it with the world 
      • Find a niche, became excellent at it, then slowly expand it

Additional Notes

  • Just because a brand is culturally relevant, it doesn’t mean people are going there more
  • Matthew fell in love with advertising after seeing the McDonalds Superbowl commercial with Michael Jordan & Larry Bird 
  • Influencers and musicians are excellent at creating rabid fanbases. If you’re a company, study them and learn how they do it.
    • People want to follow other people. If you’re a brand, you need someone to become the face of or at least represent the company.
  • Matthew loved Peter Thiel’s book From Zero To One
    • A big takeaway from the book: You can’t have a product that’s just a slight improvement from your competitors, it needs to be 10 times better
  • Advertising will always be part art, part science because it’s impossible to measure how many times the same person saw an ad across multiple platforms and which one leads them to make the decision to purchase a product
  • The opposite of a good idea is a good idea. You want to do something different so your brand stands out and you’ll get rewarded for it.
North Star Podcast : , , , ,
Notes By Alex Wiec

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