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The latest social media “strategy” to land off the mark, be co-opted by the crowd, and subsequently crashed into the ground comes via Bill Cosby.

As Internet reports recount, a meme creator was installed on the Bill Cosby website. Using the meme creator, visitors could combine classic reaction photos of the comedian coupled with the visitor’s own funny / pithy / scathing / inflammatory copy to create a shareable meme.

Within a short time, the tone of the user-generated memes turned scathing and inflammatory as the crowd started creating memes directly centered on long-standing rape allegations against Bill Cosby.

To deal with the meme debacle, the meme creator was removed, and the Cosby camp tried to eliminate evidence that the whole thing ever happened.

This joins a string of examples and brand lessons where a brand, as part of its social media strategy, decided some type of user-generated content would be great to promote the brand because all user-generated content for big brands goes viral on social media (yes, I’m being sarcastic, but it’s what many brands seem to believe).

Exploring the Downside of Social Media Strategy with User-Generated Content

In case your brand (or an agency that does not know any better) is thinking about a comparable social media strategy resting on giving your brand’s fans the venue, the means, and/or the opportunity to express their opinions about your brand in an “organized” manner, please run through these questions first. PLEASE. For your own good:

  • Have we thoroughly “listened,” both online and offline, to the very worst things our brand’s haters are saying, even if they are being said by one crackpot that NO ONE would ever listen to?
  • When we put together and read the list of all the things we hear our brand haters saying, how much of the list would we regret all of our current audience starting to hear and believe?
  • How much of the aforementioned brand hater list would we regret our potential audience learning as they form their first impressions of our brand?
  • How much more attention will our brand haters receive (than they do currently) if we were to share with them the most visible venue our brand has ever used to get our message out to our audience?

Exploring an Alternative Social Media Strategy

Now compare the cumulative impact of all that potential downsides against what we hope to accomplish with this social media strategy . . . More people visiting our website? Extending our brand’s reach? Getting more people to talk about our brand? Free PR? Or something that’s not even that well defined? Are any of these impacts big enough that we’re willing to risk the potential downside?

If we’re not willing to risk the downside (including the exposure of all our brand’s dirty little secrets), how can we adapt this social media strategy, exploring ways to:

  • Give the public a narrow set of choices with which to generate content instead of encouraging open-ended creativity on their part?
  • Filter the user-generated content first and then giving greater exposure to only the best examples?
  • Celebrate the great content our brand fans are already sharing without being heavy-handed about it?

So how about that social media strategy tied to user-generated content?

A Smarter Social Media Strategy Approach

Running through this exercise should, ideally, put things in a lot better perspective when it comes to thinking user-generated content is the answer to a great social media strategy for your brand.

Maybe there is value to it, and your brand haters aren’t THAT bad. Or maybe you can adapt the strategy to reduce the potential downside significantly.

Either way, you owe it to your brand to do this type of strategic thinking before you give the power of your brand’s attention and its big corporate microphone to the people who most hate what your brand does and what your brand represents. – 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.”

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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So, CAN analogies change the world?

That’s the bold claim conveyed in the headline of a Wall Street Journal article pulled from the book, “Shortcut: How Analogies Reveal Connections, Spark Innovation, and Sell Our Greatest Ideas.” The book is by Jon Pollack, a former Bill Clinton speechwriter (affiliate link).

Given we’ve tried to spend more time on how to generate analogies as part of strategic thinking exercises, this may be one of those books I will kick myself for not writing!

In any event, the Wall Street Journal article highlights four ‘rules” for gaining the greatest values from analogies. All of them include sound advice and intriguing examples. They are all worthwhile to include within your repertoire of strategic thinking exercises.

Apples-Orange-LO

Four Rules for Discovering Analogies

Here are Pollacks four rules for discovering analogies, in my own words:

1. Challenge all the typical analogies

The analogies you always hear may have some value because they have stood the test of time. Even so, it’s smart to

Pollack’s Example: The Wright Brothers saw an analogy between flying machines and bicycles because of their instability and the dynamics of balance.

2. Don’t settle for identifying just one analogy

When it comes to analogies, the same principle holds as with ideas: the more the better since you have the ability to try many of them and determine which are most effective.

Pollack’s Example: Darwin employed two fundamentals to hypothesize about evolution: water eroding grains of sand and agricultural breeding were applied to his views of gradual change.

3. Include a wide range of sources for your analogies

You won’t open a book and find all the ready-made analogies you’ll need to solve your problem or explore new ideas. Be prepared to take pieces from multiple, unusual sources and apply them in new ways.

Pollack’s Example: Bill Klann, a Ford mechanic, is credited with the original inspiration for the assembly line. The key analogy came from disassembling carcasses on a line at a meatpacking plant. Re reversed it to apply to assembly of cars, instead.

4. Make things as simple as possible

The strategic thinking trick is to combine multiple analogies without so over-burdening them that complexity takes over and they lose value. In this case, more shouldn’t just be less. It should also be elegantly simple.

Pollack’s Example: Steve Jobs (of course there has to be a Steve Jobs example) applied the idea Xerox idea of a digital desktop to a simple interface that could open access to computing for large audiences.

Strategic Thinking Exercises to Explore Analogies

Here is a sampling of previous Brainzooming strategic thinking exercises on finding and using analogies:

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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When it comes to what to blog about, a solid way to improve the returns from business blogging are to addressing typical buying process questions among your blog topics.

What can you blog about to help potential customers explore what they need to consider, know, understand, and do to make successful purchases in your product or service category?

11 Buying Process Questions for Blog Topics

Each brand will have its own list of business blog topics that align to the buying process. To get you started in exploring what to blog about, here are eleven buying process questions as a head start.

Questions-Dollars

During Initial Exploration

  • What are things I should know about the product category, but might easily overlook?
  • Why are certain product features more important than others to get the desired benefits?
  • Is there one place where I can get all the information on trends, how-tos, and other important facts for this product category?
  • When is this product category going to be the most important, beneficial, or valuable for me?

Seeking More Information

  • What are case studies that show how these products are being used in new and successful ways?
  • Is there anything important I should know about the various providers in this category?

Making Product Comparisons

  • What are important buying criteria to explore for these products?
  • Are there short cuts I can take in looking at all the products out there on the market?
  • Does anyone have a graphic that shows all the important features, performance levels, and benefits of all the choices?

Justifying the Product Recommendation or Decision

  • If I spend more on a product that promises bigger benefits, how will I justify that investment?
  • Are there any tools to evaluate the benefits of making the right product selection?

Buying Process Questions Have to Be Handled Well

You can’t simply answer these questions with a sales pitch in your blog and expect to be successful.

But if you do everything else it takes to get your content seen AND you handle these topics honestly, authentically, and in an even-handed fashion, you can help potential customers through buying decisions that ideally lead to choosing your brand. – 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.”

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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Each year around this time, I’ve been running a post with twenty-five lessons learned from the past year away from full-time corporate life. With prompting from a Brainzooming blog reader who is a long-time friend and incredibly kind supporter, here’s this year’s edition of lessons from another year away from corporate life.

25 Lessons Learned in Year Five Away from Corporate Life

Year-Five

  1. Some things aren’t going to change. Lots of things will get worse; change the hell out of all those things.
  2. When it comes to business development, there’s a huge difference between enough business and enough possibilities to yield enough business exactly when you need it.
  3. You have to replenish the wind in your sails . . . you can’t afford to simply coast forever.
  4. It’s nice to have someone who will call B.S. on you in a constructive way.
  5. Someone new and unfamiliar with what you do may be exactly the right person to throw you the huge challenge you’ve been avoiding even considering.
  6. It’s fine to have a positive attitude and firmly believe you won’t deal with the same issues that other entrepreneurs do in their companies. When reality shows your positive attitude to be ill founded, get over it and learn quickly how others dealt with the issues now befalling you.
  7. Sometimes your family obligations are going to have to take a back seat to doing what you need to do for your business. Other times, family obligations will be so important that you’ll turn your back on business without even a thought. There’s no hard and fast rule (at least that I’ve found) for predicting in advance which will be which.
  8. When a future opportunity goes away for no apparent reason, be vigilant for the often subtle demonstration in the future that reveals exactly why the opportunity had to go away.
  9. Make very few statements about how you will ALWAYS do something or NEVER do something. Things will change. Then you’re left figuring out how to make a graceful change to what you’ve been proclaiming with such certainty.
  10. It’s vital to improve your skills at saying no to the right things.
  11. Maybe I can only write in less than 1,000 word chunks. And putting together one hundred 500 word chunks doesn’t seem yet like it’s a practical way to create a book. But, I did say, “Yet.”
  12. There have been many more opportunities this year to teach people how to do their own Brainzooming. Those experiences have been invaluable in shaping how we present the material and helping to realize “teaching” may be the important piece of the business that didn’t seem nearly as important when we started.
  13. If you would have ever asked me before we started, I don’t think I’d ever have included nonprofit organizations as an important client group for us. Yet, our relationships with the nonprofits we’ve worked with closely have been tremendously rewarding. It’s one thing to work with someone who is looking up two or three layers in an organization to get things done vs. an executive director who may have fewer resources, but can make things happen once the direction is created.
  14. I never thought it would get challenging to write either list posts or recaps from conferences I attend (considering I’m typically generating 100 or 200 tweets as a starting point). But for some reason, both of these forms became real blocks in the past year. It’s important to recognize, however, I’ve stuck with blogging as a form of creative form expression longer than I have probably any other form in my life. It seems as if it’s time to reinvent the boundaries and what’s within them.
  15. This is the year where I feel I’ve done less practicing what I preach than at any time since the business started. Thus, the renewed importance of surrounding myself with people who will keep me honest in doing for ourselves what we’d readily recommend to others.
  16. The coming year has to become the year of recasting content. There is value to deliver from the body of work in blogs, presentations, and workshop material. The job now is to create it.
  17. Feeling alone and not liking it isn’t a new lesson. In fact, it was one of my biggest concerns in starting the business five years ago. In several ways, however, this past year was the year of feeling alone.
  18. Easy answers and good answers aren’t going to be the same. When I wade into social media channels, it seems people are much more intrigued by easy answers than good answers. That leaves me focused on the smaller portion represented by where the two intersect. I just can’t pump out easy answers that aren’t good ones.
  19. I’d never considered the possibility that the golden egg may be golden inside and look plain outside. If that’s common, how many golden eggs have I walked by in my career?
  20. If you want to learn things you would never suspect about your business, categorize and re-categorize information about what you do. Simply putting different labels and different sorts on even skeletal data can tell you volumes.
  21. As much as some people get excited about paying attention to things that are changing, I get excited about paying attention to things that aren’t changing.
  22. I wrote perhaps the most revealing post about myself ever this year. It was the one about the twenty-five steps I go through on every presentation. Now that all the steps are spelled out, I can actually tell where each presentation is and how far away it is from reaching a happy place.
  23. I never realized how often I’d be thankful for my ability to act oblivious when I’m really not oblivious to what’s going on around me.
  24. When you’re getting four hours of sleep on a consistent basis, it’s harder to shift mental gears whenever you need to do so.
  25. It only takes one reader writing a very sweet and completely humbling email to get me to do just about anything differently. This one’s for you, Jennifer Nelson! – Mike BrownMike-Brown-Gets-Brainzoomin

    Learn all about what Mike Brown’s creativity, strategic thinking and innovation presentations can add to your business meeting!

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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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Today’s Brainzooming article is courtesy of our friends at Armada Corporate Intelligence and their weekly “Inside the Executive Suite” feature.

Last week’s article highlighted a Fast Company story on Oreo, its global head of media, Bonin Bough, and the Oreo transformation as a brand that’s more than a century old. “Inside the Executive Suite” featured five strategic thinking lessons from the story to highlight innovation opportunities for any well-established brand. 

Strategic Thinking Lessons – Keeping Your Company Fresh via Armada Corporate Intelligence

1. Start innovating with what “can’t” change

AEIB-GraphicAt Oreo (AO): An advertising executive previously on the Oreo account reports, “Every (Oreo) commercial had to have two generations of people . . . over a cookie and a glass of milk” leading to a feel-good experience. After thirty years of the same ad, the brand now describes its marketing approach as coming “from the side and-boom!” That translates to reaching consumers in dramatically different ways and well beyond the brand’s traditional TV advertising.

For Your Brand (FYB): When modernizing a tired brand, don’t rope off a list of people, processes, and other elements to protect them from change. Instead, start by addressing the things you might be tempted to put on a protected list. We use a strategy-setting exercise that asks participants to list everything integral to a stale brand’s characteristics and market position. The group then classifies each item on how aggressively management should consider changing it. With the exercise’s built-in bias to leave very few “sacred cows” at the conclusion, it is a valuable technique to get management to address difficult, but positive change opportunities.

2. Generalize your organization and discover new possibilities

AO: The familiar way to eat an Oreo (as celebrated in decades of ads) is to twist, lick, and dunk it in milk. That verbal threesome sounded to Bough like the title of the popular video game, “Slam Dunk King.” As a result, Oreo worked with the game’s creator to develop an Oreo-centric game called Twist, Lick, Dunk. It was a top game in 15 countries and turned a profit through outside advertisers participating.

FYB: We employ a question-based exercise to help management teams generalize organizational activities and identify comparable situations for inspiration. It involves asking, “How does our business _____ like _____?” The first blank is filled with sense words (feel, look, sound, smell) and goal words (accomplish, serve audiences, communicate), among others. Just a few rounds of this exercise generate an ample list of innovation-inducing comparisons to fill the question’s second blank.

3. Watch Customers for Ideas

AO: One Oreo fan posted a video demonstrating how to dunk an Oreo without getting milk on your fingers. Oreo’s digital agency used that inspiration for a series of short videos on how to “hack” an Oreo. This included using Oreos in new ways (frozen in milk as an iced coffee addition) or as a cooking ingredient (breading for fried chicken). Coincidentally, we saw a photo recently of Oreos baked inside chocolate chip cookies.

FYB: Do you REALLY understand how customers use your product or service? Ask customers what types of hacks they use to get your product to work better, and ask employees what customer-precipitated work-arounds they see, deal with, or enable. This is a valuable line of questions to identify innovation opportunities to increase your value to customers.

4. Look for radically different parties targeting your customers

AO: Oreo realized that as an impulse item at grocery and convenience stores, it faced new competition. Rather than snack products, Oreo was competing against online games and apps, both for attention (since people are focusing on mobile devices instead of snack items while standing in line) and for available dollars spent on online games. This insight helped precipitate the headlong Oreo dive into digital.

FYB: Any company thinking its competition all looks like it does is wildly mistaken. We encourage executives to focus on the benefits their brands provide. They can then identify other, often very different brands delivering comparable benefits. The Oreo example also suggests examining what else customers may be doing with the time, attention, and resources that have typically led them to buy from your company. You can also explore how other brands, in or out of your market, are inserting themselves and disrupting traditional buying processes.

5. Figure out metrics before you innovate

AO: The Fast Company article underscores the troublesome inability for Oreo to link its digital activities to business results. While Oreo has experienced revenue increases, these are attributed to expansion into new Asian markets, not more tweets turning into sales.

FYB: When innovating, developing metrics must be closely integrated with developing the innovation strategy. Tackling metrics early helps identify gaps while there is still time to adapt strategies to ensure collecting relevant data throughout the innovation process. All the metrics, however, may not be quantitative. As you implement innovation initiatives, you should accumulate a mix of metrics that are:

  • Activity-based (i.e., “We’ve done this many”)
  • Indicative of early reactions (i.e., “We see this many more customers inquiring about the product”)
  • Business return-based (i.e., “We see this increase in sales revenue”)

Planning for varied metrics at the start helps set expectations within the management team for key progress indicators. – Armada Corporate Intelligence

 

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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 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.

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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If you’ve participated in our Brainzooming presentations or workshops on social media strategy, content marketing, brand strategy, or even strategic thinking, you’ve likely heard a recommendation to read “Made to Stick,” the 2007 book by brothers Chip and Dan Heath (affiliate link). The primary message of “Made to Stick” is certain ideas ARE “made to stick” through what the Heath’s characterize as a SUCCES

Applying Made to Stick to Social Media Strategy

Made-To-StickSUCCES is an acronym for six principles to help ideas resonate and stay with their intended audiences.

Slightly rearranged here, the underlying principles behind SUCCES are:

  • Stories
  • Unexpected
  • Credible
  • Concrete
  • Emotional
  • Simple

For an updated “Doing New with Less” workshop for a Transportation Marketing and Sales Association bootcamp next week, we are creating a social media module linking the SUCCES formula to social media strategy and stronger content marketing for an organization.

Here are some previous social media strategy links that support the “Made to Stick” framework:

Stories

Unexpected

Credible

Emotional

Simple

BTW, if you are in transportation, logistics, or simply want to get a strong overview on marrying stronger creativity with smaller marketing budgets, there is still time to register for the TMSA Marketing Bootcamp in Chicago. You can get all the details and register at the TMSA website. – 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.”

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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Data about your website is great.

Data patterns related to your website are even better.

Having big data to tell you how people react to different scenarios and situations on your website is the best yet.

When you are just launching a website, however, you may not have any data.

When that’s the case, either you can design something that fits a design aesthetic, or you can take what you know, answer sound strategic thinking questions, and design a website that makes strategic sense.

Strategic Thinking Questions – 3 Questions for New Website Design

We were looking at a new website the other day designed for the user to “scroll, scroll, and keep scrolling.” The nagging strategic issue was, “Why in the world would an audience member want to keep scrolling?”

To help the website creator through the strategic thinking to answer this question, we put together the strategic thinking exercise below. It lists each of the main pages of the website down the left column. Across the three columns to the right are three strategic thinking questions, all asked in the voice of the user:

  • “Why should I stay interested?”
  • “Why should I keep looking for more information?”
  • “Why should I buy something now?”

We used these three questions to quickly review the copy and design of the new website. Our objective was to have a solid, compelling answer to at least one of the three questions based on the first look at each of the website’s main pages.

Strategic Questions to Improve Design and Copy on a New Website

Website-Tool

We used the three strategic thinking questions on a first pass review of the website. The questions helped us strengthen copy, make decisions on where to place key features, and changed perspectives about whether certain functionality made sense or not.

Our decisions weren’t data-driven because we don’t have any data on the website. The three strategic thinking questions definitely proved to be hard workers, however, for checking whether a brand new website offers compelling reasons for users to engage.

If you’re in a similar situation, grab a copy of this strategic thinking exercise and see how hard it can work 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.”

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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