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Anatomy of a Strategy

Anatomy of a Strategy

Author: Tara Hunt and Carlos Pacheco

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Welcome to Anatomy of a Strategy. Recorded in the booming metropolis of Toronto, Ontario, Canada - home of Drake, Margaret Atwood, and crippling self-doubt.

Every episode we deep dive into the strategies and insights of building digital audiences. From community to content, influencers to interest graphs, metrics to memes, and everything in between.

Hosted by Tara Hunt and Carlos Pacheco who both have been working in marketing and social for over 20 years.

Anatomy of a Strategy is produced by Truly Inc. in downtown Toronto.
16 Episodes
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Anatomy of Going Viral
This week on Anatomy of a Strategy we welcome Benoit Meunier.  Benoit Meunier is a Montréal based UX at IBM who likes to experiment on new social platforms. In early 2019 he decided to try TikTok and very quickly hit a home run with his 'dejavuchallenge' post.  Benoit isn't the average 'influencer' or online 'creator' and we wanted to talk to him not just because his video got so much attention but because of his thoughtful and grounded approach about his experience, realizing the pressures of online fame and how he's 'going back to the grind because success isn’t one event, it’s a culmination of all of the small things I do over a long period of time.' We had a great conversation with Benoit.  Show notes: Benoit's dejavuchallenge on TikTok   Benoit's Linkedin post that caught our attention benoitmeunier.info Thanks for listening and let us know what you think about the topics we discussed in the show on Twitter by following Tara at @missrogue & Carlos @carlospache_co  You can also check out Tara's YouTube channel with over 200 videos on digital strategy and online audience building.  Tara Hunt on YouTube: https://youtube.com/tarahunt  Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com  Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

Anatomy of Going Viral

2019-04-2100:32:53

Erica Ehm on Building Relationships and Being Authentic
This week on Anatomy of a Strategy we welcome the 'Martha Quinn of MTV' Erica Ehm! Erica is one of Canada's most recognized personalities, having started her career in the mid-80s as the voice of her generation on MuchMusic. She founded and was Editor-in-chief of YummyMummyClub.ca -- one of the first and most influential digital properties for Canadian moms. Her multimedia resume includes acting, award-winning songwriter, playwright, author, journalist and most importantly, The Yummy Mummy Club. She is a pioneer of social engagement and branded content and now heads Ehm and Co. a "digital marketing agency powered by proprietary technology, insight analysis, expertise, and experience to build better and more authentic consumer experiences and online campaigns that resonate with women". She joins us in the studio to talk about her career as well as the current state of the social web. Show notes:  Erica Ehm's website - https://ericaehm.com  Ehm & Co - https://ehmco.com Yummy Mummy Club - https://YMC.ca Chitra Anand - http://chitraanand.com Greenhouse Approach - Amazon Link You can also follow Erica on Twitter at https://twitter.com/EricaEhm or Instagram at https://instagram.com/EricaEhm Thanks for listening and let us know what you think about the topics we discussed in the show on Twitter by following Tara at https://twitter.com/missrogue  & Carlos https://twitter.com/carlospache_co  You can also check out Tara's YouTube channel with over 200 videos on digital strategy and online audience building.  Tara Hunt on YouTube: https://youtube.com/tarahunt  Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com  Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco
How Legacy Media and Marketing Thinking Ruin Everything
Nope, you're not imagining things! It's a new Anatomy of a Strategy show! This week's episode was inspired by brunch! Actually, the discussion was started at brunch but we quickly thought 'hey let's record this for the podcast!' so here we are with our bellies full and ready to rant about how analog media thinking keeps ruining our online platforms, communities and doesn't really help to build a brand's online audience.   We've summarized into three things that legacy aka analog marketing keeps doing that just doesn't work online.  Quality does not equal highly produced. Just because you can spend an exorbitant amount of money on production doesn't mean you'll connect with your audience.  Creating seasons or focussing on campaign thinking versus having a consistent presence to have real conversations with the audience.  Focussing on breadth versus depth, big impressions are meaningless and we should educate clients the real engagements that matter.  Thanks for listening and let us know what you think about the topics we discussed in the show on Twitter by following Tara at https://twitter.com/missrogue  & Carlos https://twitter.com/carlospache_co  You can also check out Tara's YouTube channel with over 200 videos on digital strategy and online audience building.  Tara Hunt on YouTube: https://youtube.com/tarahunt  Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com  Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco

What's the Value of a Brand?

2019-03-3100:36:431

Marketing Tactics Versus Strategy
Welcome to the Truly...actually, the Anatomy of a Strategy podcast! It's been some time since our last show but now that we have a new name we’re working towards getting back on track with uploads over the last few weeks. In this inaugural Anatomy of a Strategy, we discuss being strategic with your marketing, how the number of marketing channels is now endless and it's easier than ever for individuals and companies to buy ads themselves. However, there’s not enough stepping back and thinking strategically. Just because you can buy Facebook, Twitter, Linkedin or Google Ads doesn’t mean you should! Here’s a quick history of marketing tactics: The earliest recorded use of spam was 1864 and was the telegraph 1922 the debut of radio advertising The first recorded use of television advertising was in 1941 Telemarketing debuted in the 1950s In the 1980s was the debut of database marketing. Show notes:   Splash Copywriters - There are 159 Marketing Channels   History of marketing channels - The Mission - History of Marketing Channels, 1839 to Today Denise Lee Yohn - History of Marketing, part one Marketing Week - Diet Coke sales overtake classic Coke as the soft drinks giant navigates the sugar tax by Molly Fleming Strom81 - It’s time to create a winning multichannel marketing strategy (you can buy the list) Thanks for listening, here's where you follow Truly Inc. YouTube: https://www.youtube.com/tarahunt  Twitter: https://www.twitter.com/trulyinc  Visit our website: https://www.trulyinc.com You can find Tara and Carlos on Twitter: Tara Hunt: https://twitter.com/missrogue   Carlos Pacheco: https://twitter.com/carlospache_co Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco
Going Viral Overnight in 15 Years with The Portuguese Kids
Welcome to the Azores edition of the Truly Social Podcast recorded in the offices of Radio Atlantica, Sao Miguel. While on our summer holidays Tara & Carlos got to hang out and talk with the 15 years in the making overnight ethnic comedy success The Portuguese Kids. The Portuguese Kids have been online content creators since the days of MySpace using online platforms to both find an audience and help shape the type of comedy that’s helped them build a niche audience that is Azorean Portuguese immigrants. Using their live comedy shows as well as sharing their content on various platforms like Facebook, YouTube, Instagram and Twitter they’ve been able to reach a global Azorean community that even surprised them. Brian, Derrick and Albert tour the world with original live shows like ‘My Big Fat Portuguese Wedding’ and ‘The Real Portuguese Housewives’ and run an online e-commerce business ‘ShopPortuguese.com’. Both are growing businesses that benefit from The Portuguese Kids content.    Join us in as we have a casual conversation with the guys about how they get started, how they’re community helped them find their voice and how they went viral and became an overnight success in 15 years. As with every episode, we ask our guests to help pick their Truly Social Heroes so please stick around until the end of the show to hear their suggestions. This week's Truly Social Heroes: Carlos' choice: How social platforms are really helping spread the word about the Azores. Tara's choice: Leonard Lin Brian’s choice: FuckJerry.com and SnoopDogg Derrick’s choice: Azorea YouTuber Helfimed Al’s choice: Gimlet Media Follow Truly Social: on YouTube: https://youtube.com/tarahunt on Twitter: https://twitter.com/trulysocial or visit our website: https://trulysocial.ca Follow us on Twitter: Tara: https://twitter.com/missrogue Carlos: https://twitter.com/carlospache_co
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