4

Social-network-iconsIf you have failed at explaining social media strategy opportunities to executives who just do not get it, it is time to quit speaking CMO and social media speak to them.

CMO speak is not going to cut it.

In my social media strategy workshops, I translate social networks from CMO speak to real life situations executives understand. I have had people from multiple brands at multiple social media strategy workshops say these comparisons are very helpful in communicating to executives.

8 Social Media Strategy Comparisons

So, if you’re looking for a better way to explain social networks as part of your social media strategy, try these descriptions on for size:

Your company blog is like a campfire.

Multiple people tell scary, fun, exciting, emotional, and personal stories around a campfire. They don’t tell boring stories about quality process improvements that are integral to driving best-in-class global satisfaction.

Facebook is like TV.

People spend extended time in front of the screen consuming content from a variety of sources. You need to program way more content than commercials, and increasingly, if a brand wants to get attention for its “commericals,” it has to pay for exposure.

Twitter is like a networking event.

You wouldn’t walk into a networking happy hour and just begin shouting a message to no one in particular. You find individuals and groups, start and join conversations, and demonstrate that you are happy to be there, actively listen to others, and respond to what they say.

LinkedIn is like a professional conference and trade show.

There are a lot of business professionals there and a wide variety of learning and networking experiences, including groups with comparable interests, job boards, trade show booths, seminars, learning materials, etc. Additionally, some people there act as if they know you even though you have never met them before.

YouTube is like a home movie.

It’s informal and spontaneous. Sometimes there’s a lot of talking and sometimes there isn’t. It’s okay that the movies are of varying quality. What matters is that you care about the people and the experiences shared in the movies.

Instagram is like a photo album from a wedding.

There are posed photos, candid photos, and behind the scenes photos. Some are dramatic; others are goofy, fun, heartfelt, and life changing. There are usually people depicted although some photos include buildings, scenery, and other inanimate objects.

Pinterest is like a teenage girl’s bedroom.

It doesn’t take too long looking at a teenager’s room to discover what she’s interested in, whom she cares about, and the brands that matter to her. If she finds something visually interesting that she likes, it has a good shot at getting her attention and being passed along to her friends.

Western-KansasGoogle+ is like a rural area that’s wired for high speed Internet that has fancy windmills and a highway running through it.

It’s a wide-open space with lots of promise. New technology and other advances are going on and changing some things. It is definitely a unique environment, and lots of people are familiar with it because the highway takes them through the area whether they want to be there or not. Yet despite all that, there just aren’t that many people to be found.

And one more . . .

Finally, at the Social Media Strategy Summit, a presenter was talking about how a war room environment allows you to “get your content up right away.” That prompted another comparison: a Social Media Command Center is like Social Media Viagra . . . just thinkin’. -  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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Vegas-BabyIt’s Vegas, Baby! And I’m presenting a social media strategy workshop at the Social Media Strategy Summit on 7 Lessons in Creating Fantastic, Creative Content for a group of incredible brands.

7 Lessons for Fantastic, Creative Content Marketing

The entire social media strategy workshop is created around the value of using models to make content marketing and social networking readily understandable and actionable within an organization.

As a resource for the workshop attendees and to give all of you a sense of the approach, here are the seven social media strategy lessons along with links to more detailed content throughout the Brainzooming blog.

Lesson 1: Imagine You’re a TV Executive

Lesson 2: Place the Audience First in Your Content Strategy

Lesson 3: You Need Lots of Topic Ideas

Lesson 4: Match Your Business Objective with the Social Network and Appropriate Content

Lesson 5: Be an Engaging Brand 24/7

Lesson 6: Balancing Content and Commercial Messages

Lesson 7: Design a Sustainable Content Strategy

And once the workshop is completed? Watch out New York, New York . . . I’m headed your way for roller coaster riding!  -  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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3

Peyton-FumbleWhat a start to the Super Bowl!

Twelve seconds into the game, the Broncos blow the first snap, and the Seahawks are on the board with a safety, 2-0. Based on what followed, the NFL Rules Committee will be evaluating a 12-second warning for next season when it’s clear a team is screwed on the first play of the game. Interestingly, I don’t think Volvo took advantage of the safety as part of a real-time marketing strategy. THAT was something a safety-oriented brand COULD have anticipated and been ready with something suited to social media, avoiding the $4 million Super Bowl advertising cost.

For my vote, Bud Light was the winner of paying out the pre-Super Bowl hype with its Ian Rappaport commercials (#UpForWhatever). A couple of commercial featured a supposedly non-actor (Ian Rappaport) who was introduced into a guy’s fantasy world (party girls, twins, alcohol, parties, loud music, beating Arnold Schwarzenegger at “tiny tennis”), and we found out how Don Cheadle and Arnold fit into the teasers. Unfortunately, just when I was ready to find out more about Ian, Bud Light went to a commercial featuring how great its bottles are. Huh? The bottles? REALLY?

Time for a confession: I start every Super Bowl advertisement asking, “Who is the brand?” I can’t get that tremendously distracting question out of my head until the sponsoring brand becomes clear. Since so many sponsors don’t show their cards until the last three seconds of an ad, I miss “getting” a lot of them due to the din of that question. Maserati and TurboTax (with dancing Sean) were both early examples of not saying who they were early enough in the advertisement.

My Best of Show for Super Bowl Advertising

I don’t know if these were the “best,” but I enjoyed these Super Bowl ads and could remember them by the end:

  • Doritos Time Machine (with a nice Colorado-based munchies feel to it)
  • Butterfinger Cups and the counseling session threesome (I know, I know . . . it was juvenile, but hey . . . )
  • U2 for being familiar and extending an offer for everyone. I prompted me to act to get a free (very sloooooooooow) song download at iTunes
  • John Stamos for Lap Yogurt (I know, I know . . . it was juvenile, but hey . . . )
  • Squarespace – Freaked me out initially, but it was at least clear that there’s a lot of crap on the Internet and Squarespace does SOMETHING to help you deal with the horrors and sex on the web
  • Tim Tebow for TMobile – It played on the T. It played on Tebow’s lack of a contract and all the “advantages” that provides. The guy may not fit a single NFL offensive system, but at least he can have fun with his persona.
  • The VW ad was about German engineers getting their wings when a VW passes 100,000 miles. We find out some German engineers have bigger wings than others (I know, I know . . . it was juvenile, but hey . . . ). We ultimately find that when a VW goes past 200,000 miles, “A rainbow comes out of their butts.” Yup, that was ALL in the ad.

Other Notable Super Bowl Advertising

GoDaddy gets something (even if it’s tepid acknowledgement) for finally moving away from salacious ads toward showing individuals who were using the web to create new realities for themselves. Realities where the people at least had their clothes on throughout the commercials.

Radio Shack was the winner of my “Let’s Wait and See Award.” I loved its self-deprecating take on the 1980s calling to ask for its store back (including Alf dismantling a display), but I thought Radio Shack had already remodeled its stores. Great Super Bowl ad, but the ad’s ultimate success will rest solely on the brand experience. It better not feel dated the next time I go to Radio Shack – which may be in the 2080s except I’ll be dead by then.

Based on the chatter at #SBExp, @DiGiornoPizza was the winner in New Jersey-true, insult-based real-time marketing tweets throughout Super Bowl 48.

My Losers, other than the Broncos

My Huh? List of Super Bowl advertisements included:

  • Chevy and cow breeding
  • Bob Dylan for Chrysler – If you’re going to do the same type of thing EVERY year, you have to keep beating yourself. Having someone known for being unintelligible do a very precise voice over, isn’t quite different enough.
  • Budweiser for its “Soldier Returning Home” ad – The soldier ABSOLUTELY deserves a #SaluteAHero welcome. But it was #crass for Bud to put its brand in the center of it. Bud is a beer, not a Hero Maker.
  • Any sappy ad (Coca-Cola, Budweiser puppies, Cheerios, and others) – I just WAS NOT in the mood for those types of ads this year.

Even though my list of losers is short, it seems that too many Super Bowl advertisers employed a strategy that was essentially: “Let’s throw $4 million against the Super Bowl and see what sticks.” That’s a really bad strategy, unfortunately.

Other Random Thoughts

That had to be the first time ever for a 5-0 score in the Super Bowl . . . I couldn’t believe Mars Bar didn’t do SOMETHING on social for the Bruno Mars half time show which, despite what some tweeters in the #SBExp circle thought, kicked ass compared to Beyoncé’s show last year . . . Based on his movie, Aaron Paul is apparently done with meth and now just needs speed . . . Yes, Budweiser failed to share a workable Twitter hashtag for its “Soldier Returning Home” ad. Not sure how a major corporation and its agency let that happen . . . Said it before: movie previews just don’t seem that special among  Super Bowl ads . . . I guess @JCPenney had a whole tweeting with mittens thing going that just looked like drunk tweeting to the uninitiated . . . I guess all those Omaha Sponsorship Deals are pretty much dried up for Peyton Manning.

Final confession? My enthusiasm for Super Bowl advertising has about run its course. Is that just me though? What do you think? Mike Brown

 

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In years past years I’ve watched the Super Bowl advertising extravaganza with a tight focus on evaluating each ad and the tools of persuasion used by their creators through rankings, analysis, etc.

This year–not so much. I watched with interruptions, people talking around me, showing me dog YouTube videos and Peyton Manning related tweets. In other words, how real consumers see the ads.

Something Old, Little New, and Lots of Red, White, and Blue

So, I won’t try “best” and “worst.” But certain ad themes do seem to show up every year so I picked a couple that stood out this year to me among the Super Bowl Advertising.

Super Bowl Advertising Theme 1: Didn’t You Used to Be Famous?

Again, a Super Bowl perennial. Appearances here included Arnold Schwarzenegger for the Bud Light Skankmobile, Bruce Willis for Honda safety, and everybody they could dredge up from the 80s for Radio Shack. Arnold and Bud Light should have been embarrassed and I wasn’t sure the Honda ad was ever going to end. But I just might go to Radio Shack and see what’s changed. Not because the ad was funny or beautiful or made both laugh and cry in 30 seconds, but because it got across the desired message: we’ve changed and we think it’s worth your time to see how. I also liked the Oikos ad. Not sure I ever watched a full episode of Full House, but this ad balanced the product, the actors and the inside baseball jokes in just the right way.

Super Bowl Advertising Theme 2: Patriotism

A perennial theme of Super Bowl ads. This year’s the efforts ranged from Chrysler’s return to Detroit only this time with Bob Dylan rather than Eminem, to Budweiser’s Hero Parade with the Clydesdales to Coke’s multilingual “America, the Beautiful.” The Chrysler and Bud ads were more replay than original. Coke broke some new ground, however, and apparently, riled up a few folks who thing “American” is a language. The patriotism themed ad I liked best was the one from WeatherTech. It hit right chords on buy Buy-American without being over produced or jingoistic. A relatively small company making a cut through the clutter message.

Other Super Bowl Advertising Stand Outs

Outside of those themes, there were four other ads I thought particularly good. Microsoft did a great job making technology seem human, General Mills made Cheerios seem timeless rather than old fashioned, Jaguar did much the same for its new F-Type, and Nestle put peanut butter inside chocolate in a whole new way. – Barrett Sydnor


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0

Tweet-SBEXPMany (Most? Nearly all?) brands face the brand strategy challenge of cutting through the clutter of other brands’ advertising and marketing. It may be clutter within a brand’s own category (at a trade show, in an industry publication) or across categories (in mass media, sponsorships, online).

No matter the types of clutter it’s battling, a successful brand strategy has to account for all the planned and random distractions getting in the way of its target audience receiving, experiencing, remembering, and acting on its message.

The brand strategy imperative to cut through the clutter in Super Bowl advertising has generated a wide variety of tactics never envisioned when the Super Bowl debuted including:

While these tactics sometimes work to cut through the clutter, they more often than not raise another form of clutter: internal clutter.

Internal clutter results when there is so much (or so little) going on within a brand’s own Super Bowl advertising (or any other advertising for that matter) that its audience is distracted from the core message the advertiser is trying to convey.

This phenomenon became more evident for me two years ago while watching Super Bowl advertising at a party instead of sitting in front of a TV and computer so I could tweet and blog about it. While watching the game amid a crowd, much of the Super Bowl advertising was there and gone without with little recognition of what it was trying to get across to the audience.

I’ll be at a Super Bowl party again this year and will be on the lookout for those ads not creating their own internal clutter. Will these be the Super Bowl ads that stand out from the loud, aggressive, complicated ones and register the biggest impact?

If you’ll be watching for Super Bowl advertising and want to tweet about it, you’re invited to join the Super Bowl Twitter Chat party #SBEXP (for Super Bowl Experience), hosted by author and branding expert, Jim Joseph. If you want to learn more about #SBEXP, Jim has a blog post on it. You can also learn more about Twitter chats (and the “rules” to make them even more fun) in a previous Brainzooming post as well.

And here’s to the brands that avoid 15-yard penalties for clutter come Sunday evening! – Mike Brown

 

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Mike Brown

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4
Kate-Jackson

Me and Kate Jackson

You know how they put a disclaimer at the end of movies and television shows as a CYA for any story, character, or animal issues?

Those disclaimers are meant to provide legal protection or at least try to ward off potential lawsuits.

It occurred to me, after reading years of blog posts, tweets, and Facebook updates that there should probably be a comparable social media disclaimer!

While there are social media policies, and rather bland Twitter profiles stating someone’s tweets don’t represent an employer’s point of view, they don’t go far enough. They don’t really protect a reader and help them understand the significant level of fiction, hype, and misinformation to which they are being exposed.

A Social Media Disclaimer Recommendation

As a result, here’s my suggested social media disclaimer to provide more accurate context for most self-serving social media content that’s out there. Try this on for size:

“Implied relationships with social media rock stars may be further away than they appear to be. Opinions are mine only, and not just as in they aren’t held by my employer. They aren’t held by ANYONE else either . . . unless I copied them directly from a social media rock star. All assessments of events, food, and social interactions are highly subjective and generally over-stated. Although pictures of me with celebrities, visiting glorious vacation destinations, and consuming fabulous food and drinks account for 99% of my photos on Facebook and Instagram, they represent only 1% of my otherwise boring life. By me sharing your content, don’t think it implies endorsement. It doesn’t even imply I read it before sharing it. Client projects mentioned in Facebook updates should not be assumed to be paying engagements. Some clients mentioned in updates are purely fictional and do not represent any real clients living or dead.”

This won’t help you beat any FTC issues on disclosing freebies you receive for review in your blog. But if people had to attach this social media disclaimer to every over-the-top, humble brag, or arrogant Facebook update they make, social networks would be a lot more tolerable.

Coming Clean on Humble Brag Social Sharing

What do you think? Would this help make the humble brag social media content you’ve seen the past week more tolerable? -  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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FASTTRACI’m at Ft. Leavenworth today speaking to a group in the Kauffman FastTrac® NewVenture™ program.

The participants are active duty military personnel exploring business ideas for when they transition out of the Army over the next year.

The session topic is marketing strategy and implementation, addressing planning and implementation challenges, cost-effective marketing strategies, maximizing social media for a new business, and entrepreneurship lessons.

The four related marketing strategy question are included below along with links to Brainzooming blog articles containing more detail on each.

1. What are common challenges planning or implementing marketing strategy?

2. What are creative, cost-effective marketing activities?

3. What are the best uses of social media?

4. Based on your start up experience, what are your marketing strategy lessons?

These links are a good starting point for anyone exploring entrepreneurship and the marketing capabilities they need to address upfront.

What other suggestions would you add for these individuals who are serving our country as they prepare to transition to the next phases of their careers? Mike Brown

 

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