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Prior to the Social Media Strategies Summit last week, I tweeted about finishing my social media strategy workshop presentations in time. Reviewing the agenda, I also mentioned a hook included in the session description several months earlier that needed to be tied into the workshop opening. Another Social Media Strategies Summit presenter tweeted back that social media presentations should not be prepared more than two weeks before a conference since things change so quickly.

My reply was while some facets of the social media landscape (tools, terms of service, etc.) do change quickly and frequently, much of social media (i.e., the strategic side) is much more static.

Sitting through his conference presentation, I was hard-pressed to identify any of his content reflecting any important changes in the social media world from the prior two weeks.

How Quickly Does Social Media Change?

Contrast that with the mind-expanding presentation by Kansas City’s Travis Wright on marketing technology. Teedubya’s Social Media Strategies Summit keynote was an up-to-date overview of the significant number and wide-ranging functionality among marketing platforms, apps, and services. These marketing technology tools are designed, in one way or another, so marketers can better understand and target their audiences. Travis’ presentation felt like it had to be right down to the minute to reflect what’s going on now or in the very near future.

Teedubya-SMSS

Being that newsy and deep on a topic requires time – time many brands don’t have (or want to expend) when creating content.

That’s why we’re big fans of brands creating a healthy amount of evergreen content as part of a social media strategy. Evergreen content, which holds up long after today’s news passes, helps a brand develop a sizable online presence, paying website traffic dividends for an extended period of time.

5 Questions for Evergreen Content Success

If your brand wants to develop and publish more evergreen content, here are five questions to ask about your content. Your potential answers are Yes, No, or Not Applicable / Unsure. The more “Yes” answers on your content, the greater potential is has for being relevant for an extended period of time.

  1. Will this information be accurate well into the future?
  2. Will any techniques shared apply in future situations?
  3. Will the information shared, even when time has passed, still retain historical value as a reference source or point of comparison for the current day?
  4. Will this topic and any related issues change relatively slowly?
  5. Even if the principles shared here are varied or modified over time, will there still be value in knowing what they were originally?

News gets attention, without a doubt, but evergreen content makes your online content work much harder for you! – Mike Brown

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

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We have been developing a new competitive intelligence process for a client. The B2B company wants to better collect, analyze, and disseminate valuable insights on competitive strategy.

As with many competitive intelligence systems, especially in B2B settings, much of the most timely and otherwise unavailable intelligence will come from the salesforce. Similarly, the salesforce is in one of the best positions to take advantage of competitive intelligence to better position products, value propositions, and offers to customers to stymie competitive strategy.

It is vital, however, to ensure the competitive intelligence process is not simply asking for competitive intelligence from salespeople, and then giving it back to them without adding sufficient value.

6 Ways to Enhance Competitive Intelligence from the Salesforce

Heard-On-The-Street

To combat this possibility, here are six enhancements to competitive intelligence that originates with the salesforce to deliver new value:

  1. Aggregate information from multiple people to provide a view no one individual has in order to see patterns or spot trends.
  2. Perform additional and deeper analysis on the raw information to create new understanding.
  3. Communicate information to senior leadership that salespeople feel intently, but that is typically lost in the corporate shuffle (i.e., a regional or niche competitor who is not big enough to get corporate-wide attention).
  4. Disprove or verify early rumors salespeople have reported to address the word on the street.
  5. Exploit the availability of non-sales sources to enhance the raw intelligence and deliver new information to them.
  6. Make if more efficient for sales to gather and especially share competitive intelligence with a process that funnels competitive intelligence to them when they need it.

Is a more robust competitive strategy in your plans?

If your organization needs to boost the value of competitive intelligence from your salesforce, give us a call or email. We’d love to talk to you about how we apply our Brainzooming techniques to efficiently gathering information from broad sources and turning it into actionable competitive intelligence. – Mike Brown

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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.

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The session I am presenting today at the Social Media Strategies Summit in Dallas is on “3 Keys to Curating Content without Losing Your Brand Voice.”

Social-Media-Strategies-Sum

Social Media Strategy and Curating Content

Curating content essentially means searching out and sharing content through a brand’s social media outlets that originated from some other source, whether that is another brand, organization, or individual.

At the extreme, if all (or nearly all) the content an entity shares online was originally created elsewhere, it is functioning as no more than an aggregator of others’ content.

As we will discuss and work with the idea of curating content in today’s session, “curation” implies a brand is adding at least some value to the content it shares even though it did not produce the original source content.

16 Ways to Add Value When Curating Content

What are some of the ways a brand can add value when curating content? Here are sixteen ideas organized in three broad areas:

Endorsing

  • Cull lots of content to the best content that’s available
  • Offer a dependable point of view
  • Develop a resource / tool list
  • Provide disinterested objectivity

Packaging / Compiling / Pointing

  • Find the undiscovered
  • Compile material others cannot
  • Organize it better, easier, in new ways
  • Provide timeliness to delivering the aggregated content
  • Provide coordinated timing in delivering the content
  • Develop an entire sweep / survey of a topic
  • Integrate the content in new and inventive ways with other content

Enlightening

  • Add new insights
  • Challenge the original perspective
  • Bring your expertise to it
  • Supply inside knowledge
  • Provide an encyclopedic, “timeless” treatment of the topic

Beyond these ideas, it is vital that a brand identify and curate content that contributes to its brand position in smart ways. We will provide a framework for how social strategists can unpack a brand’s foundation documents to generate ideas for curating content. Additionally, we will share a strategic brief format specifically to help a social media team actively curate on-brand content on an ongoing basis.

If you aren’t with us at the Social Media Strategies Summit in Dallas, but you’d like to learn more about this social media strategy approach we’ll be sharing, let us know. We’d be happy to fill you in on more of the details.  – Mike Brown

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

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I’m in Dallas this week presenting a workshop on integrating content marketing and social media strategy and a session on strategic content curation for the Social Media Strategies Summit (at the wonderful Hotel ZaZa).

SMSSummit-Hotel-ZaZa

Integrating Content Marketing and Social Media Strategy

Today’s workshop on integrating content marketing and social media strategy is based on the strategic view that while content marketing existed before social media, the strategic combination of the two delivers the most effective results for brands. Even though this seems like common sense, research suggests not all brand marketers are taking advantage of integrating these efforts. Ineffective content marketers are 5 times less likely to create a documented content strategy and are using fewer social platforms than leading content marketers.

For those attending the workshop, and those who aren’t going to be with us in Dallas, here’s an overview of the topics we’ll cover along with links to underlying content we’ll be covering in-depth during the two-hour workshop.

9-Social-Diagnostics

Subscribe-Brainzooming

Starting with an Integrated Mindset

Tools to Develop the Content Strategy

Integrating Social Media for Its Best Advantage

 

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question.

Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

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I’m not proud of this list of entrepreneurial frustrations, but that does not make them any less real. No matter the size of an organization, there are ample opportunities for things to not go as planned – whether that is unintentional or intentional on the part of someone else.

Strategic Thinking on Entrepreneurial Frustrations

1. Hitting your deadline when the other party couldn’t hit its own deadline.

2. People saying one thing and doing another.

3. Feeling like you are all by yourself at times.

4. Somebody not trying hard enough.

5. Not spending enough time on the right things.

6. Finding it easier to undercut rather than stand up for yourself.

7. Getting excluded for no apparent reason.

8. Accepting the exclusion rather than asking, “Why?”

9. Standing by as “the hurt gets worse and the heart gets harder.”

10. Denial.

11. Not doing the tough strategic thinking and taking the easy way out.

What entrepreneurial frustrations bedevil you?

Do you ever get to the point where any of them drop off your list? – Mike Brown

 

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Does your organization have good ideas, but lacks effective  ways to bring them to reality? The Brainzooming Group and our collaborative, implementation-oriented planning techniques will quickly move you toward success. Email us at info@brainzooming.com or call  816-509-5320  for a free consultation on how to get started.

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If you want to improve your organization’s innovation successes, how about going to school on your competitors?

Skeptical? Don’t be!

7 Things Competitors Can Teach You about Innovation

Here are 7 areas your competitors can teach you about innovation. You can answer these questions to better understand the pros and cons, whys and wherefores of how competitors in your industry are addressing innovation and what it means for your brand.

School-Zone

1. Where have competitors traditionally beat us to market with innovative ideas?

Based on the answer, look for reasons why competitors are beating your brand to market. Is your brand ruling out certain strategic moves, missing opportunities for innovation, or lagging during implementation? What do the answers suggest about innovating differently in the future?

2. Which innovations have come from traditional competitors versus newer players?

Generate a list from the past several years of significant innovations in your industry. Do this by asking various people in your business (or even your industry) for their recollections. Consolidate the lists into a timeline. Review the results to see which players are pursuing a competitive strategy based on innovation to drive change in your industry.

3. What signals did competitors make before introducing recent innovations?

Use your list from question 2 to look backward to recent innovations. What were competitors doing and saying prior to introducing these innovations. While you won’t find them in every case, it’s worthwhile to identify whether competitors have any corporate “tells” that signal their innovation moves before they reach the marketplace.

4. How would our competitors develop and introduce our brand’s newest innovation differently?

On one hand, if there are dramatically different innovation strategies competitors are using relative to yours, that could be VERY good. Alternatively, these differences could signal your brand is missing strategic opportunities. You need to look at the situation and judge which it is.

5. How long do competitors stick with an innovation that’s not working?

Can you identify a pattern for how much time competitors allow newly-introduced innovations to thrive, survive, or die? Look for relationships (cost, visibility, etc.) that explain any pattern that might exist.

6. Are competitors introducing innovations we couldn’t profitably produce and sell at comparable prices?

It’s vital to assess whether your brand’s inability to match the price of a competitor’s recently-introduced innovation is because of its cost advantages, a difference in cost structure or allocations, a deliberately aggressive / share-gaining price, strategic brilliance, or stupidity. Any one or a combination of these suggests competitive strategy problems.

7. Have competitors introduced successful innovations with inferior features to ours?

If a competitor can introduce a successful innovation with seemingly fewer features than your offerings and still be successful, the competitor may have figured out customers are looking for something different. That difference may be a preference for simpler, cheaper, or easier to use innovations.

Competitive Strategy Lessons about Innovation

See what we mean?

Your competitors could be the best source you have to learn a lot more about how to improve your innovation successes in the future.  – Mike Brown

 

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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.

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As mentioned in our article on integrating spiritual and business lives, Stephen Lahey (of SmallBusinessTalent.com) and I recorded a podcast conversation on the topic. We discussed motivations, benefits, and occasional challenges to having one’s spiritual life placed front and center as you make business decisions and chart your course as an entrepreneur. I think of it as strategic living.

Stephen has published the podcast, and I’d invite you to both listen and respond to our conversation on integrating spiritual and business lives as an entrepreneur.

spirituality-and-business

You should also subscribe to his SmallBusinessTalent.com updates. You’ll receive notification each Wednesday about Stephen’s featured guest on that week’s podcast, plus a brief Sunday update with a business tip, suggested content to peruse, or a personal reflection.

I really appreciate Stephen’s support for Brainzooming. He has shared multiple strategic ideas for us from his vantage point as a reader and entrepreneur. Additionally, his recommendations on business development and client relations approaches have translated into thousands of dollars of new revenue and profit we’d have otherwise not captured.

That’s pretty incredible ROI!

Given those impacts, if you’re an entrepreneur with a small business, I’d encourage you to reach out to Stephen about the consultation he offers to entrepreneurs. He has the experience (having been an entrepreneur for well over a decade), and he is very efficient and accurate at sizing up business situations. Stephen translates those insights into actionable strategies with tools he’s used to grow and cultivate his own entrepreneurial ventures.

So take a break from Brainzooming today, visit SmallBusinessTalent.com to engage in the conversation on strategic living, and think hard about whether Stephen could help you with a new, trusted, and veteran perspective to gain more ideal clients, profitability, and fulfillment. – Mike Brown

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Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative thinking and ideas! For an organizational innovation and strategic thinking success 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.

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