Before anyone jumps the gun, I did not say hip-hop king in terms of rapping or verses. But, he definitely killed it with his team in terms of PR and Marketing. So, let me explain myself.
When Meek Mill came after Drake for using a ghostwriter for his verses, Drake did not start using his Twitter Fingers and instead didn't respond back immediately. Usually reactions based on emotions are never good, which Meek Mill went wrong with.
So what is Jab, Jab, Right Hook? Well, essentially what this means is that you must give and give content before you ask for something in return like sales or purchases.
Look below at some of the key quotes from the book and then I'll explain what he did right.
1) “There is no sale without the story; no knockout without the setup.”
2) “Great marketing is all about telling your story in such a way that it compels people to buy what you are selling.”
3) “A story is at its best when it’s not intrusive, when it brings value to a platform’s consumers, and when it fits in as a natural step along the customer’s path to making a purchase.”
4) “Today, getting people to hear your story on social media, and then act on it, requires using a platform’s native language, paying attention to context, understanding the nuances and subtle differences that make each platform unique, and adapting your content to match.”
5) “Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.”
6) “Use every customer point of contact to weave stories about who you are and what your brand stands for.”
So how does this apply to Drake and what his team did....ok here we go:
- Drake's comebacks, at the core were a Jab, Jab, Right Hook:
- The first two jabs were "Charged Up" and "Back to Back".
- The Right Hook was his performance at the OVO Fest, it was trending on Twitter for several days and created so much buzz and content that it made people want to see the event.
- He even dropped a snippet of the third diss track, wouldn't be surprised if people want to purchase this track.
- The story was there for Drake: Meek Mill vs. Drake, Philly vs. Toronto. Drake didn't have to create it for him, funny enough Meek Mill did through his tweets.
- This story was not intrusive, people embraced it. So much that they waited up all night to try and listen to his third diss track. And of course it moved people, they love new music and especially from Meek Mill and Drake.
- Drake used the appropriate native language...his music and social media. To convey his final point, Drake and his PR & Marketing team used the very tool that everyone uses to communicate and talk about topics, including Meek Mill, social media. The used this in addition to public opinion to get everyone talking and even defend him/get at Meek Mill. A pastor used Meek Mill in a sermon, memes were created, even Kevin Durant tweeted about the beef. He paid attention to the platform, the use of memes and used every possible point of contact to further immerse people into this beef effortlessly.
- Lastly, there is no knockout without a setup. Drake set himself up for the big bang during the OVO Fest and he didn't even have to release the whole third diss track. Everyone is still waiting, refreshing the SoundCloud and people even tried to stream the concert. He had the knockout....didn't have to do anything else.
So, although Drake didn't use this method in the typical social media sense, he took advantage of certain aspects of it to create the biggest hip hop social media beef ever. And in a very smart and effective way.
Drake used to be considered the "social media joke" but now he has been crowned the hip-hop social media marketing king (along with his team of course).
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