Matthew Kobach 🍕
@mkobach
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marketing at @slice • start-up advisor
Atlanta, GA
Joined November 2013
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My career thus far:
• Masters
• PhD dropout
• Analyst at analytics firm
• Founded social media agency
• Joined Fortune 500 co
• Led content at NYSE
• Joined pre-product B2B2C start-up
• Became a SAAS CMO
• Currently VP of Marketing at
@slice
Careers aren’t linear
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This is the greatest 5 minutes of storytelling of all time. 10 years later and I still get inspired by it.
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You can agree with people you disagree with. I dare you to disagree with anything said in this video.
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Seriously, on Twitter you can interact with:
• CEOs
• Celebrities
• Journalists
• Brands
• Politicians
• Athletes
• Comedians
• Authors
• Musicians
• Like-minded people
• Unlike-minded people
• Millions of people
• One specific person
There’s nothing else like it
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All Leo jokes aside, this is one of the best data visualizations I’ve ever seen
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Clever social media:
@Disney
got all their
@disneyplus
properties to reply on the same thread to announce the launch of the Disney+ Twitter handle. All one long convo, each handle on brand.
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Social media isn’t:
• Marketing
• PR
• Photography
• Videography
• Directing
• Editing
• Sales
• Copywriting
• Crisis Managing
• Researching
• Data Analyzing
• Graphic Designing
• Brand Strategizing
• Paid Advertising
• Industry Expertise
It’s all of it
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Actual habits of successful people:
• Wake up when their body tells them to
• Read stuff that interests them
• Exercise when it best fits into their schedule
• Drink coffee if they like coffee
• Sometimes eat unhealthy food
• Tell the people they love that they love them
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Rejection is a sharp pain that dulls over time
Regret is a dull pain that sharpens over time
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No shame in changing your mind.
You should be loyal to the best information, not your old opinion.
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Spoiler alert:
A Netflix spec ad that encourages people to stay home by putting up billboards of spoilers from their original programming
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You are not a social media wizard
You are not a social media guru
You are not a social media rockstar
You are not a social media maven
You are a professional. These made up titles are pejorative and diminish the tremendous skill and effort required by the profession.
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Once you realize that exercise is a form of medicine, your relationship with it is forever changed
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What’s something a boss told you that has stuck with you your entire career?
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I went from getting a Masters, to pursuing a PhD, to joining a data analytics firm, to starting a small business, to joining a Fortune 500 company, to joining a tech start-up.
Your career isn’t linear. Life isn’t linear.
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I have so much respect for anyone who creates anything.
It’s easy to criticize, it’s much harder to build.
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The secret to success isn’t mentors, it’s peers.
Surround yourself with people on your same level who are doing great things.
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The best career advice I ever got:
Make your boss’s job easier
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If you have a social media marketer who gets frustrated when they’re asked to post bad content, hold on to that person.
They care. And they get it.
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I have an affinity for people who create.
It takes a lot to put yourself out there. It’s easy to criticize, it’s hard to build.
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The reason why Instagram has more users than Twitter:
It’s easier to post a photo than an idea
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You’re an adult. The only person responsible for educating you is you.
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The biggest benefit of exercise isn’t your physical health, it’s your mental health
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The older you get, the more you realize that much the world was build by people no more remarkable than you.
The bar isn’t as high as you think.
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The biggest secret to success that I know of is to find a great significant other. Nothing else even comes close.
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One sign you’re successful:
Other people’s accomplishments bring you joy
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If you want to think: read
If you want to understand: write
If you want to know: do
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Checking social media is the new opening the fridge when you’re not hungry
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Your ability to communicate an idea is just as important as the idea itself
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What’s a niche topic you could give a 45 minute presentation on with zero prep?
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The future of homeownership in the US:
In 10 years:
Buying in a top 25 city will be unattainable for most young families.
In 20 years:
Buying in a top 50 city will be unattainable for most young families.
There will be a dramatic shift of people moving to “satellite…
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I always thought Snapchat would beat Meta to this moment. Glasses that seamlessly augment the world around you AND look cool will be the next iPhone.
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How to instantly become more charismatic:
Leave your phone in your pocket when you’re having a conversation with someone. That’s it.
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It’s easier to find a job on Twitter than it is on LinkedIn
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If your friend’s success doesn’t make you happy, than you’re not happy
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I was never into stocks until I worked at the NYSE. I was never into start-ups until I had to pitch founders. I was never into e-commerce until I joined Fast.
You have no clue what you’re into, so try lots of things.
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One of the worst things social media did for marketing was convince some people that marketing could be free.
Marketing is never free.
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Kudos to anyone who has reinvented themselves and started a whole new life
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Are we all reading this Humans of New York story?
I’m literally refreshing my Instagram waiting for the next post because this story is so compelling, heart-breaking, and ultimately life-affirming.
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Hospital bills are a scam.
Our hospital bill for a birth was ~$10k. My wife called to inquire about the costs, and somehow it’s now $5k 🙃
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The future of work isn't remote, it's flexible:
Work from home, work from the office, work where ever
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Marketing is a humbling profession. Sometimes the idea you are certain is going to work, doesn’t work. Or the idea you know definitely won’t work, definitely does work. Or the thing that used to work, stops working.
You constantly need to learn, re-learn, and sometimes un-learn.
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Surround yourself with people who want to have conversations, not win conversations
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Tearing someone down is a short term play. Building others up is a long term play.
Surround yourself with people who play the long game.
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Checking social media is the new opening the fridge when you’re not hungry
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Great marketing makes you forget it’s marketing the same way great movies make you forget it’s people reciting memorized lines
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Want to hire the best talent?
Let them live where ever they want
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One year ago today I decided to see if I could build a community from scratch.
Mostly I wanted prove to myself that I could do it. So I decided to take what I knew about community building and apply it to my personal Twitter handle.
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Don’t like your mood? Go exercise
Don’t like your job? Look for a new job
Don’t like your partner? Break-up
Don’t like your friends? Get new friends
Don’t like your life? Change your habits
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If you want to change your life you need to change your environment. New friends, new job, new relationship, new city, new habits, a new something.
You are your environment.
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What’s an industry/area that will boom over the next decade that no one is currently talking about?
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When posting an IG story
Do this:
____ ____ ____ ____ ____ ____ ____ ____ ____
Not this:
...............................................................
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I spent a few years working on a PhD to examine how people use social media. Here’s the one sentence summary of what I found:
People treat social media interactions the same way they treat real-life interactions: Helpful people are valued whereas self-serving people are ignored.
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I abandoned my PhD studies.
I closed down my marketing firm.
I quit my stable job.
Quitting gets a bad wrap, but often times it’s the only way to get something better.
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The best employees are worth 10x more than the average employee.
So paying them 2x is a steal.
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Reduce competition by playing the long game. Everyone focuses on tomorrow. Few focus on ten years from now.
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Let’s break down why this campaign is so successful:
• Pop culture/nostalgia appeal
• Visual. No copy needed to explain
• Searchable. You want to take a closer look
• If you’re a fan of any of these shows you probably don’t recreate the entire room, but you may buy the chair
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Tweeting at companies is a customer service hack
Email:
Ignored
Call:
On hold
Tweet:
Instant reply
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I unexpectedly lost my dad 5 years ago today. Whenever I called him he’d answer the phone with an enthusiastic “Matty!”
I miss that.
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Day 1 working Day 1,000 working
in social media in social media
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Three skills that pay lifetime dividends:
• Being able to effectively sell
• Being able to effectively write
• Being able to effectively public speak
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“I don’t know enough to have an informed opinion” is something more people should regularly say
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The future restaurant experience is clear:
You will sit down, scan a QR code (or maybe have an app), order from phone, food runners bring you your order, pay from your phone, leave whenever you want. Never have to split a bill, wait for a server, or wait for your bill again.
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All your relationships improve once you accept people for who they are
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I never "followed my passion"
Instead, I tried stuff. Lot's of stuff. And whenever I found something I was good at, I tried to do more that. Whether it meant adjusting my current role or starting a new one. Following your passion is overrated. Follow what you're good at instead.
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List of what “doing” social media consists of:
• Real-time/crisis comms
• Editorial strategy/calendar
• Photographer/Videographer
• Customer service
• Creative strategy
• Graphic design
• Branding
• Copy writer
• Product marketing
• Data analytics
• Host
What else?
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I’ve already said it, but... our video guy is better than your video guy
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Creativity boosters:
• Taking a walk
• Reading a book
• Getting some sun
• Eating healthy food
• Welcoming boredom
• Strenuous exercising
• Exploring a new place
• Trying a new experience
• Getting a good night sleep
• Interacting with creative people
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Life becomes much less complicated when you stop making people guess what you want.
Just tell them. And be direct.
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If 3rd places have all but disappeared… And 2nd places were the office, but now been been replaced by remote work for millions of people… Where will adults ever make new friends?
Loneliness will be a top problem for the next generation.
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Life seems to be this journey of gaining the confidence necessary to be the person you really are
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Your life changes when you realize that complaining only makes things worse
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Shout out to all social media people who seamlessly switched gears from marketing to crisis comms overnight. We are required to wear many hats, and have the added pressure of being an organization’s most public facing form of communication.
Rest up this weekend, you earned it.
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If you're "successful" and unhappy, you've missed the point
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Instagram cheat sheet:
• 4:5 photos perform best
• 16:9 videos perform worst
• Photos tend to outperform videos
• Simple videos tend to outperform complex videos
• Accounts with a consistent visual theme tend to perform best
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Twitter rewards ideas
Instagram rewards lifestyles
TikTok rewards irreverence
YouTube rewards entertainment
Snapchat rewards friendship
Pinterest rewards inspiration
LinkedIn rewards experience
Facebook rewards groupthink
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10 things I like talking about:
1) Marketing
2) Content
3) Creativity
4) Philosophy
5) Writing
6) Happiness
7) Entrepreneurship
8) Markets
9) Builders
10) Life
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If a tire company can be the authority on the world’s best restaurants, then any brand is only as limited as you make it
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Maybe the reason it’s hard to make friends as an adult is because we’ve created a culture where adults have no places to consistently see the same people. No walkable cities. No community gatherings. No shared activities.
Repeated exposure breeds friendships.
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Communication is less about adding things, and more about ruthlessly subtracting every single element that fails to increase the clarity of your message
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Twitter: Share an idea
Instagram: Share an esthetic
Snapchat: Share with your friends
Pinterest: Share your inspiration
TikTok: Share a performance
LinkedIn: Share your career
Facebook: Share to a group
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