- Part 166 – page 166
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Photo: fransuess | Source: photocase.com

Doing several recent social media strategy sessions on Twitter-based community management for businesses prompted requests from the participants for more time and content on the topic of using Twitter more effectively. Their questions and comments triggered this list of Twelve Tough Twitter Truths, adapted from previous @Brainzooming tweets.

Twelve Tough Twitter Truths

1. Twitter is like shouting a conversation into a crowded room with almost no visual cues of who is listening, participating or even aware of you.

2. These should be your three most asked questions while tweeting: 1) Do I really need this word? 2) Do I really need this character? 3) Do I really need to say this at all?

3. Interesting Tweet Headline + Bad Link = You Won’t Be Getting Future RTs (and I’m Glad I Check Tweets Before RTing)

4. Reaching out quickly to someone tweeting about your brand is only half of the social media equation. When your community management person then disappears after the initial response, that’s a social media problem.

5. Just because a tweet is directed to an individual or you think you have a small audience, that doesn’t make it “private” or “semi-private.” It likely just makes it “little noticed.”

6. If the only time you tweet someone is a direct message asking for your social media content to be retweeted with nothing else included in the message, a second direct message saying “please” is the least you can do.

7. It’s fine to be a fan boy/fan girl for clients, but people pay more attention when you’re a fan on social networks for something you don’t benefit from financially.

8. Don’t judge another person you know only through social media until you’ve spent an hour reading their Twitter stream.

9. Keep your Twitter friends close and the people that aggravate you on Twitter even closer.

10. Interesting how celebrities tweet stupid things with such gusto and then their apologies never have the same passion.

11. A platitude gets tweeted halfway around the world before something of substance has a chance to be ignored.

12. So let it be tweeted. So let it be done.

What do you think of these Twelve Tough Twitter Truths? What Tough Twitter Truths have come through your own social media experience that you would add to the list? I’d love to see your additions to keep the list building! – Mike Brown

 

If you’re struggling with determining ROI and evaluating its impacts, download 6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

If you’re stuck in the snow or stuck creatively, don’t walk right past the opportunity to turn everything upside down for new creative ideas. What if you . . .

 

Hats off to a family in Hays, KS (my hometown), who used a big pre-Christmas snowstorm to not get stuck creatively by building a snowman who has his head on the ground and his feet – if they were still there – way up in the air!  – Mike Brown

Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative ideas! For an organizational innovation boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

 

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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7

In a presentation for the Enterprise Center of Johnson County, I covered advanced Twitter tips and tools for businesses. The social media strategy concepts we covered, however, really apply to any status message-based social network, including Facebook and Google+.

Creating this largely new aggregation of advanced Twitter for business content for a 2-hour session provided a challenge.  Reaching into my Twitter, social media strategy, and content strategy presentations as a starter, I wound up with way too much content for the timeframe.

Often when presenting to a group I will write a post with links to supporting information from the presentation. In the case of this advanced session on Twitter, there’s a twist. Today’s post incorporate links to material that DIDN’T make the presentation. While it is targeted at Enterprise Center of Johnson County presentation attendees, it also provides a good retrospective of previous social media content for anyone who’s in the middle of trying to use Twitter and related social networks more effectively. By my count these 19 links will get you to at least 480 Twitter tips, lessons, and apps!

Making Twitter Work Harder

Brand Awareness and Buzz Building

Lead Development and Sales

Customer Engagement

– Mike Brown

 

 

If you’re struggling with determining ROI and evaluating its impacts, download 6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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7

As usual, last Saturday’s #Ideachat on Twitter was a fantastic hour hosted by Angela Dunn, with this month’s topic on creative spaces. Angela led us through an #Ideachat discussion on how physical spaces affect our creativity.

This has been an occasional topic on the Brainzooming blog, although our focus is more frequently on what helps boost creativity in specific situations vs. what instigate creativity in certain locations.

Surroundings definitely matter to my creativity, not so much for their impact on the ability to come up with ideas as my creative disposition.

For me, great creative spaces are very open, allow creative tools to function easily (and well), and provide the opportunity to look at what I’m working on from multiple angles. Great creative spaces have a lot of square footage per person, giving the mind room to wander (and wonder).  Many business people use Starbucks and Panera as office getaways, but for me, these are spaces, but not creative ones.

It’s not because they’re noisy, because I do like noise most of the time, too.

My wife marvels at me having a TV going, maybe music, and the social networking channels open while I’m working on something else. These noise sources compensate for too infrequently having people around in person. I’m more creative when collaborating since I’m always smarter and more creative when smarter & more creative people are around. And it’s beneficial to be with someone in person because you get the full set of creative cues going back and forth when everyone is together.

Even distractions can work for me in the creative process if they’re somewhat relevant to what I’m working on at the time.

Restaurants are some of my favorite creative spaces, especially ones with white paper table cloths all ready for drawing with Sharpie markers. Although it doesn’t have the paper table cloths, Nordstrom Café is a great creative space for me; must be something about all that open space  (as shown here).

Ultimately, you can’t move a creative space around with you. That’s when creativity tools and exercises come into play. They’re portable and can help instigate creativity even when the surroundings are lacking.

Those are what my creative spaces are like. How about yours? – Mike Brown

Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative ideas! For an organizational innovation boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

I saw Richard Saul Wurman, author of Information Anxiety and founder of TED, speak at the PCMA conference last week in San Diego. Among various topics, Richard Saul Wurman talked about how there is very little real innovation, defined as completely new ideas that have not existed previously. In fact, Wurman characterized most things that pass for innovation as simple improvements over what is already available. He pointed out that even the automobile wasn’t invented; it was aggregated from multiple other inventions, including the steam engine and a horse-drawn carriage.

Richard Saul Wurman identified five strategic thinking perspectives (and examples) typically underpinning new ideas:

  • Addition (or Connection) – Putting together already existing products in new ways, with the automobile as the example he shared.
  • Subtraction – Taking away elements which conventional wisdom suggests you should have to you create something new. Wurman pointed to the TED conference, where he subtracted a podium, introductions, and long presentations.
  • Exaggeration – Taking something to its (comedic) absurd is a valid way to trigger change. Wurman talked about the link between comedy and new ideas, including his enjoyment of comedians Steven Wright and Emo Philips.
  • Doing the opposite – Wurman’s book “33” is too complicated to explain in one sentence, but its protagonist succeeds in improving things by doing completely the opposite of what conventional wisdom and social norms suggest.
  • Fixing gaps & failures – Wurman talked about how so much information that’s shared doesn’t explain anything. He addressed this with Information Anxiety and a host of books explaining geography, instructions, and medicine, among other topics, in new ways.

Even though I don’t buy his relatively narrow definition of “innovation,” Wurman’s construct and examples reminded me of a very familiar exercise learned from Chuck Dymer: Trait Transformation.

One twist?

While we typically use Trait Transformation and multiple transforming attributes to increase randomness in new ideas, Wurman’s approach gets me thinking about using only one transformer to really push a single concept (i.e. subtracting things) for very focused, extreme creativity.

There’s plenty more to report from the conference, including probably another whole post of Richard Saul Wurman one liners. But we’ll save all that for another day  – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

Instead of writing blog posts this weekend, I wound up working to prepare for Thursday’s Advanced Twitter class I’m teaching at Enterprise Center of Johnson County. And instead of using Sunday night to at least get Monday’s post written, good friend Jim Joseph lured me into his Golden Globe Awards Twitter Chat, #ggexp. Since Sunday night was full of tweeting, here’s some of my commentweeting the creative highlights of the Golden Globe Awards. (BTW, thanks Amy Balog for that great term, commentweeting.)

  • Despite my prediction last year, Ricky Gervais was back as Golden Globe Awards host for the third year in a row in 2012. But for as little time as he was actually on stage, he served more as an on-stage reporter than a host. In any case, the opening line from Ricky Gervais (“Where did I leave off?”) was as good an opener as anything since Pee Wee Herman’s, “Have you heard any good jokes lately?” to open a long ago MTV awards show.
  • For all the speeches allowed to go on way too long, they started playing music to get Meryl Streep off the stage. She’s Meryl Streep – our best known American actress – even if she did have a dress that looked as if it were from the Mary Todd Lincoln collection. She should get as much time as she needs (and she needed more time than usual since she forgot her glasses – and everyone was afraid to hand them to her mid-speech).
  • There should be a play clock for the Golden Globe Awards show like there is in the NFL. You only have so many seconds to start your speech or there’s a penalty involved.
  • Speaking of the NFL, Lifetime Achievement Awards are to awards shows what the Halftime Show is to the Super Bowl. Yawn….
  • There was a decent Google Chrome ad (as if Google really needs to advertise its impending world dominance). But the minute the spot ran, Google Chrome would barely run on my computer. Coincidence? I think not.
  • There’s a real problem with too-thin female stars. If you put Buffalo Wing sauce on Madonna’s biceps, you could serve them at Buffalo Wild Wings, and I was thinking $5 would be enough to make sure Angelina Jolie gets one meal per day for a whole month!
  • Steven Spielberg was thanking people for approving a project he did. Wait a minute. He’s Steven Spielberg! Does anyone really tell him, “NO,” he can’t do a project?
  • I don’t know much, if anything, about fashion, but it was clear that Jessica Lange and Jane Fonda are beyond the ages when they should be wearing semi-backless dresses.
  • Matt Leblanc (who will forever be known as “Joey from Friends”) won a Golden Globe award for some show where I think he plays himself. I’m not sure why he won, but I was very excited to see I wasn’t the only person tweeting about him with the Twitter hashtag, #JoeyFromFriends.
  • NBC kept running ads for its new series, Smash, and saying, “Introducing Katherine McPhee.” “Introducing” Katharine McPhee? I guess the statute of limitations on losing a reality TV show must be 6 years.
  • During the 2011 Super Bowl, the Chrysler 300 ad with the car rolling through overcast days and dark nights in Detroit was incredibly cool. The ad last night with the car driving through neighborhoods on a sunny day looked like another car commercial.
  • The Hollywood Foreign Press Association needs to inject some NASCAR sensibilities into its sponsorship of the Golden Globes. No sponsor should have to put up with as few sponsor mentions as the Hollywood Foreign Press gets during the broadcast. Maybe they should get a NASCAR driver to host the Golden Globes next year?

My favorite Twitter chat opportunities are those tied to widely-viewed television programs since you can not only get a good small group tweeting together, but you can also see what the nation (and often the world) are thinking about it as well.

Did you watch the Golden Globe Awards? What did you think about this year’s show? Any commentweeting the creative highlights for you? – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

Too often, an organization signs on for a sponsorship without a clear sponsorship strategy. Sponsorship marketing can produce attention and strong ROI impacts for companies of all sizes, but it takes clear strategy. While it’s easy to pay money to get your company name attached to a sponsorship, that doesn’t mean you have a solid sponsorship strategy to enhance attention and produce a positive ROI for your organization. With the “Building the Gigabit City” project to brainstorm ideas for Google Fiber in Kansas City, The Brainzooming Group employed a non-traditional sponsorship strategy, creating a sponsorship where one didn’t already exist by:

Since our sponsorship strategy was one any company could pursue under the right circumstances, here are five key sponsorship principles to consider in pursuing a similar path:

1. Stand near somebody else’s spotlight

Standing near another party’s spotlight is part of why NASCAR sponsorships work. Since a whole army of media cover the NASCAR racing world, a sponsor doesn’t have to try to get media to show up for the event. There has been considerable coverage for the Google Fiber move into Kansas City. Creating Gigabit City allowed us to stand near the Google Fiber spotlight for a credible reason, even though the event wasn’t an official Google Fiber program. The Google name drew strong media attention for Gigabit City, nevertheless.

2. Create your own sponsorship property

The traditional sponsorship strategy is to pay money to a sponsorable property’s owner (i.e., a sports team, an entertainment venue, a nonprofit event, etc.). With Building the Gigabit City, there was no property to sponsor. Working with Social Media Club of Kansas City (SMCKC), we created the sponsorship property. It takes more work, but it offers the opportunity to shape and mold what you’re investing in to best suit your business objectives.

3. Pursue a sponsorship built around what you do

The storyline for a sponsorship can be difficult to twist back to what your company does when you’re only investing dollars. Instead, look for a way to put what you do in your business at the heart of your sponsorship contribution. By donating our strategic brainstorming services to the Google Fiber in Kansas City event, The Brainzooming Group and our strategy and innovation services were at the heart of the story, providing the opportunity to integrate it more seamlessly into news stories.

4. Don’t ask for permission and don’t even worry about having to ask for forgiveness

Most of the Google Fiber attention in Kansas City appears to be forming with little attention boosting effort from Google. While a traditional move might have been to try doing something directly with Google, we instead created an event related to Google where the natural partner was almost incidental. Providing our brainstorming services pro bono allowed us to start, move quickly, and issue a comprehensive report free to anyone who wants it. Since Building the Gigabit City wasn’t authorized by Google though, we were careful to structure an event that would be neutral at worst to Google and ideally somewhat intriguing.

5. You have to activate a sponsorship to make it worthwhile

Even though our initial “investment” in Building the Gigabit City was in-kind (i.e., providing our services on a pro bono basis to design and implement the brainstorming session), to realize the full benefit we had to get behind the public relations effort. Another partner of The Brainzooming Group, Alex Greenwood, was fundamental in representing our awareness-building and messaging interests among the potential media opportunities to ensure we received attention. That translated into considerable television and radio time, shareable third-party stories, and greater recognition for The Brainzooming Group in Kansas City and within the category.

Learn More Today

We’re extending our Gigabit City sponsorship strategy through other media appearances. I’m on Kelly Scanlon’s radio show on 1510 KCTE AM at 9 am CST, Friday, January 13 to discuss Google Fiber and what it can mean for small businesses in Kansas City and elsewhere. You can listen live on 1510.com.

I also wrote a feature story in the January 2012 edition of The Social Media Monthly magazine on “The Social Side of Speed” about how Google Fiber might impact societal and cultural elements of Kansas City. You can get a printed copy at any Barnes & Noble store, plus check out one of the “Hottest Magazine Launches of 2011” with an online subscription at The Social Media Monthly magazine’s website.

What could you do with your sponsorship strategy?

Does our approach instigate any creative ideas for how you could develop more effective sponsorships? If not, give us a call. We can put our years of sponsorship strategy and implementation experience to work for you to realize your business objectives.  – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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