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Today at the Social Media Strategy Summit, along with Kaite Stover, Director of Readers’ Services at the Kansas City Public Library, I’m presenting a fun case study. The presentation is about how the Kansas City Public Library was able to “sponsor bomb” the 2015 Major League Baseball Playoffs and World Series with a book spine poetry campaign.

In short, the Library used images of multiple stacked books chosen so that the combined titles communicated messages to tweak the baseball teams (and the libraries in their communities) with pro-Kansas City Royals messages.

Sponsor-bomb-book-spine-poe

BTW, did I mention the Kansas City Royals are the 2015 World Champions? Just checking . . . wanted to make sure you knew that!

While The Brainzooming Group wasn’t involved in developing the social media strategy behind the World Series sponsor bomb, we’ve been working with the Library on branding and event strategy. Knowing how smart the social media strategy for the World Series sponsor bomb campaign was, we brought the story and the tremendous impact from the initiative to the attention of Breanna Jacobs, the Social Media Strategy Summit producer.

Kaite will cover the Kansas City Public Library social media strategy and implementation from start to finish. I’ll share lessons for other brands in how they might envision comparable sponsor bomb opportunities for their own brands.

Social Media Strategy – 5 Keys to Sponsor Bomb a High-Profile Event

If you aren’t with us in Chicago, here are the smart things the Kansas City Public Library did to make the strategy as effective as it was:

Here’s hoping the Royals go all the way again in 2016 so we can see what the Kansas City Public Library does with the next chapter of its book spine poetry sponsor bomb strategy!  – Mike Brown

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When was the last time you invested 45 minutes to check your 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.

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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This afternoon, I’m leading a three-hour Brainzooming workshop on creating branded content marketing at the Social Media Strategy Summit in Chicago. While it’s nice to be able to stretch with more time (typically these content marketing workshops are two hours at the Social Media Strategy Summit), I still feel as if there will be a lot of material that we won’t have time to fully cover.

Chicago-Image

In the branded content marketing workshop, we’ll look at generating appropriately branded content from multiple directions.

As a resource if this area is something you are struggling with in your organization, here are links to some of the topics on branded content marketing we’ll cover . . . and some that we won’t:

Taking an Audience-First Perspective

Staying True to Your Brand without Overdoing It

Experience and Interaction-Based Content for Your Brand

Expanding Brand-Related Content Options

Coming at your branded content marketing from these four different directions will open up all kinds of new possibilities.

Here’s the intriguing thing: having rearranged the content into these four groups (which don’t sync with the seven lessons in the workshop as it stands right now), I’m thinking (as I write this over the preceding weekend) that I’m going to rearrange the entire branded content marketing workshop. That’s how much I like this approach!  – Mike Brown

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When was the last time you invested 45 minutes
to check your 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.

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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Internal executive videos are funny things.

Well, actually, they are rarely funny things. More frequently, internal executive videos are boring things. Or odd things. Or cringe-worthy things.

Internal-Video

A friend working at a university sends me links occasionally for internal videos featuring a university leader trying for a “rah-rah, pick them up, congratulate and challenge them, but leave them feeling good about themselves” videos. They are heavily scripted (but trying to act as if they aren’t) and delivered in a syrupy, grating style that defines the standard for cringe worthy employee videos.

As I told my friend, it’s as if these videos are employee morale snuff films.

That’s not the way to advance an internal branding strategy.

Alternatively, talking to a nonprofit executive, the issue with her organization’s internal executive videos is execs SAY they want to create videos where they are approachable and relaxed. They then, however, re-watch, re-think, and reject the edited videos because they seem too casual. The question was what to do to get the leadership team comfortable with actually being casual and approachable on camera.

1 Way to Stop Horrible Executive Videos

My suggestion for these videos to have an impact on their internal branding strategy?

Start recording the executives all the time with phones instead of exclusively using video crews and shooting only planned videos. Tell them you are just getting the video to reference for blog posts or press releases with no intention of releasing it. Then, capture them explaining strategy at employee meetings. Video them talking with employees. Ask them simple, direct questions before or after big meetings. Shoot informal moments when they are interacting and relaxed.

The objective is to get them comfortable being on camera when they don’t think it’s going to matter. Then when it’s no longer a big deal for them to be on camera, you can then start introducing these video moments where they are truly relaxed and approachable.

How you break the news to them that you really ARE going to use the videos you said you weren’t going to use?

Well, that’s up to you to figure out! – Mike Brown

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DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

 

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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What a strong first day at the Brand Strategy Conference in New York. There were lots of great ideas and very little free time!

The kickoff presentation on the first day was from Kodi Foster, Vice President – Data Strategy at Viacom. Kodi’s presentation focused on fusing creativity and data innovation to drive brand growth.  His discussion on the need to integrate science and art was on the money.

Five Things Your Content Marketing Strategy Should Deliver

While Kodi Foster presented lots of great ideas, that whole very little free time necessitates focusing on one item: this photo which details five things Kodi says audiences expect a brand’s online content marketing strategy to deliver for them.

  1. Education – Delivers systematic instructions or provides an enlightening experience
  2. Information – Delivers facts or knowledge about something or someone
  3. Inspiration – Stimulates the audience to do or feel something
  4. Entertainment – Provides amusement or enjoyment
  5. Utility – Provides a useful or beneficial function or capability

Content-Marketing-Strategy

His five-points form a strong checklist with which to assess your content marketing strategy. How many of these areas does your content touch? And what are you doing to tackle content that doesn’t address ANY of these five areas? – Mike Brown

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DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

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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I am in New York today delivering a Brainzooming branding strategy workshop on Engaging Your Internal Brand Team. The event is the Brand Strategy Conference. Our content addresses collaborative ways to strategically engage employees in creating and delivering the best brand experience.

Empire-State-Building2

The branding strategy workshop came about from talking to too many executives that think it’s okay to let employees in on branding changes at the same time (or even after) customers learn about them.

THAT is a horrific idea for delivering a great brand experience.

We will introduce a new Brainzooming Fake Book soon that includes the exercises we will cover in the branding strategy workshop.

Branding Strategy – Engaging an Internal Brand Team

Here are links to fourteen articles integrated within the workshop.

Identifying Opportunities for Employee Input on Branding Strategy

Collaborating with Employees to Enhance the Brand Experience

Supporting a High-Performing Internal Brand Team

Inviting Employees into Branding Strategy Conversations

Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

 

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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I’ll be presenting a Brainzooming workshop on internal branding strategy at the Brand Strategy Conference in New York, April 6-8. The workshop, while drawing on material from my Fortune 500 work, springs from multiple conversations at the 2015 Brand Strategy Conference. The discussions focused on when employees should be brought into branding strategy decisions.

The executives asking about and offering opinions on the topic tended to believe it was okay to advise employees about branding strategy decisions immediately after introducing changes to customers.

I was horrified by this viewpoint coming from senior executives because it is so strategically misguided.

3 Keys to Engaging Your Internal Brand Team

Internal-Brand-Strategy-eBo

One alternative to letting your employees know about a new direction in branding strategy after your customers is to view employees as an internal brand team. With that change in perspective, you introduce possibilities for engaging employee in shaping branding strategy. Even without revealing specifics to employees in advance, purposefully involving them in developing branding ideas opens up opportunities to familiarize employees with the direction and insights leading to a new branding strategy.

To complement the in-person workshop content, The Brainzooming Group collaborated with Breanna Jacobs at GSMI, the Brand Strategy Conference producer, to publish a new free branding strategy eBook called, “Engaging Employees as an Internal Brand Team: 3 Actionable Strategies.”

The eBook includes three strategic thinking exercises you can use with your internal brand team to invite collaboration, solicit input, and create early learning opportunities.

Download Your Free Internal Branding Strategy eBook!

If you can make it to the Brand Strategy Conference, I’d love to meet you and have you attend the workshop. If you can’t attend, get your free copy of the new branding eBook exclusively from GSMI and start collaborating more effectively with your employees to strengthen your brand and its experience for customers.  – Mike Brown

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

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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I presented a solo social media presentation at the February 2016 Social Media Strategies Summit in Las Vegas. For folks in and around (or willing to head to) Chicago, I’ll be presenting a workshop on creating fantastic content at the April 2016 Social Media Strategies Summit in the Windy City.

SMSS_Graphic

These events are always treasure troves of great learning and networking with such varied and smart marketers from around the country. Coming out of the Las Vegas event, I have several articles in queue.

14 Top Content Marketing Quotes from the Social Media Strategies Summit

Here is the first of the articles from the Social Media Strategies Summit, with fourteen quotes on content marketing, social media platforms, and standing out from the event’s great speakers.

Content Marketing and Community Engagement

“Credibility silences noise.” @BevJack MGM

“We time lapse everything around here because things are always moving.” @BevJack MGM

“Many brands miss the opportunity to create stories around the role they play in their users’ lives.” @mdeziel

“In the end, storytelling comes down to two things: connection and engagement.” – Ryan Mathews as shared by @RMMAGEDDON

“There are B2B opportunities in viral video because so few B2B companies have tried to do it.” @JereMarketer

Being Distinctive with Content Marketing

“A good piece of content shouldn’t need music. The visual scroll should be enough to get people to stop. “ @BevJack MGM

“There is a lot of crap and average people out there on social media. It’s much harder to stand out when everyone can start doing things and claim to be an expert.” @PhilPallen

Making the Most of Social Platforms

“You should be able to perform at a B+ or better level on any platform or kill your time spent on it.” @JereMarketer

“It’s two thousand sixteen; I don’t want to see pixels or eggs (on Twitter).” @PhilPallen

“Pinterest is a catalog of ideas” not a social network. “If Facebook is selling the past & Twitter the present, Pinterest is offering the future” @ChristineCassis @Pinterest

“The Bellagio Fountains are the nineteenth most Instagrammed place in the world.” @BevJack

Bellagio-Fountains

“Rather than be mediocre on 10 social platforms, be a rock star on 3.” @PhilPallen

Let Me Tell You about Myself

“I like to go on tangents. And I f’n like to curse a lot.” @RMMAGEDDON

“I’m opinionated, but I’m honest and I’m sweet.” @PhilPallen

Mike Brown

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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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