The Patron Paradox: The #1 Tequila Still Has Something to Prove, Adrian Parker, Social Fresh Conference 2015.

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4. @adriandparker@adriandparker

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8. @adriandparker
1. Share a Patrón
fact, photo or deep
thought from today
2. Mention @Patron 3. The 9 most spirited
Tweeters get the goods

9. $81B (#3) $45B
$19B (#29) $66B
SOURCE: Forbes 2015 | Interbrand 2015
@adriandparker

10. Grow Guard
Share Store
Reward Focused Risk Focused
“Ours” “Mine”
@adriandparker
Release Police

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#patron#patronworthy

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15. SocialExExpress
@adriandparker

16. @adriandparker
ARCHITECTURE
Outsource your thinking, not your decisions.
Brilliance isn’t briefed, it’s discovered. Keep at least 50% of
your content & community work internal.
Hire slow. Fire fast.
Give social homework assignment to each job candidate.
Before hiring.

17. @adriandparker
Live below your means
Create a back-up budget that keeps your social business
running on 75% of your annual spend.
Hide your innovation budget. Trust no one.
Keep 10%+ unallocated for new opportunities.
BUDGETS

18. @adriandparker
What can I do that my competition can’t?
If they can do it, it’s not a strategy - it’s just a campaign.
No one reads your social scorecard
Measure required investment & outcomes of new projects
using a business scorecard without social metrics.
STRATEGY

19. @adriandparker
Lazy marketer’s guide to content planning
1. What are the top 10 questions people have about my
product?
2. How do people use my product?
3. What are they passionate about?
4. Listen
5. Repeat
CONTENT

20. @adriandparker
Send a daily report. Daily.
Inform the engaged and disarm the ignorant. Data is pimp.
Measure your irrelevance
Track the % of unbranded mentions in your vertical or industry.
CULTURE

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