0

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

 

Enjoy this article? Subscribe to the free Brainzooming email updates.

“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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

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

 

 

Enjoy this article? Subscribe to the free Brainzooming email updates.

 

“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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Opening a Can of Creative Thinking Worms

What’s the opposite of “opening up a can of worms”? Fishing? Closing the can of worms? Picking the best worms and doing something really incredible with them? Finishing what you start? I don’t know the right answer, but it seems like with a little creative thinking we should be able to figure it out . . . Social media is celebrated as a young person’s game, which maybe it is. Or maybe it isn’t . . . There’s more value to having patience on your side than having time on your side, even if it doesn’t seem like it right now.

Clementine-toidy

Even if no one else cares, it’s wonderful to have a cat who cares about purring for you enthusiastically . . . If you are struggling for content ideas, write out a list of the untold stories in your life. There will be incredible content ideas in that list, guaranteed . . . When you meet someone entirely new who starts sharing the same points of view you have completely unprompted, you have to take notice and figure out how you should be working together . . . If you need a laugh today, watch “Word Crimes” from Weird Al Yankovic. It’s hilarious on the surface, and even better for some of the very subtle shots it takes at other performers.

It’s a sad statement about the times in which we live when dumb gets more attention than sensible. Social media isn’t completely to blame, bsocial media has allowed dumb stuff to be broadcast 24/7 . . . There’s great value in learning when you can and SHOULD simply “wing it” . . . If bizarre situations and people were really as common place and important as the media (including social media) would have you believe, the media wouldn’t be covering them . . . Even though I hear some people using them interchangeably, there’s a difference between “collaboration” and “corroboration.”

jump-orange-shoes

Might as well jump, but into what? . . . Going to bed with loud rain and thunder is like getting a recording filled with storm sounds completely free . . . I go through the same stages of anxiety in creating every new presentation or workshop. Still haven’t found the formula to break that creative pattern, but I’m working on it . . . We used to eat at restaurants with paper table coverings, and I’d show up with a Sharpie marker (and maybe even crayons) to illustrate our dinner. Somewhere along the line that stopped, and I miss that creative pursuit. That needs to change and soon! – Mike Brown

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


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.

 

 

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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

0

Creative-ContentI’ve been in Boston most of the week where I led off the Frost and Sullivan Marketing World event for the second year in a row with a half-day social media and content marketing workshop.

This year’s workshop was an interactive session centered on adopting a TV network’s perspective to help a brand better develop a social media strategy to deliver engaging, audience-oriented content. The participating brands included IBM, Wells Fargo, McKesson, USAA, and The Hartford.

One content marketing tool we addressed was our approach to using offline models to help people not immersed in social media strategy to better understand how to approach using them successfully. We’ve learned, however, that no matter how deep someone is in social media, these models are beneficial to help think about appropriate content and practices for brands.

That’s why I returned to that workshop exercise after the session when one of the attendees about her trepidation and frustrations with Twitter. Her sentiment is interesting given she is on the forefront of using and teaching social media within her organization.

14 Networking Tips that Work on Twitter, Too

To help her and other individuals (and brands) who struggle with Twitter get started, here’s a list of fourteen Twitter tips to get the most out of in-person networking events I compiled based on a number of online articles.

Read through the list, however, with an eye toward Twitter. You should quickly notice each of the suggestions applies directly to using Twitter more effectively.

  1. Perform some research before you show up.
  2.  Plan on making solid connections with just a few people each time
  3. Don’t pounce on someone and hang on them for dear life.
  4. Don’t just stick with the people you know; mill around and meet some new people.
  5. Get near the food since everybody has to pass by the food.
  6. Have a standard introduction in mind that you can use or adapt to fit the situation.
  7. Be the first to introduce yourself, and time it well to get someone else’s attention.
  8. Bring a friend and perhaps introduce one another to the people one or the other of you knows.
  9. Do more listening and less talking.
  10. Keep the conversation short and pithy.
  11. Don’t talk exclusively about business or you will be a bore.
  12. Don’t try to juggle too much stuff in your hands while you are networking; you don’t want to be distracted.
  13. Have current business information available that others can refer to after you disengage.
  14. Close the conversation before you hit that “weird silence” that says you’ve overstayed your welcome.

Granted, there are a couple of specifics you’ll want to introduce to completely Twitterfy the list:

For number 5, the “food” you’ll want to stand next to includes Twitter chats and conversations involving popular Twitter hashtags.
With number 12, the “stuff” is tweeting the same link to multiple people to get them to go to your website or steering every Twitter conversation to what you’re selling.
Finally, the current contact information is what’s contained in your Twitter profile.

These fourteen Twitter tips aren’t EVERYTHING you need to know to be more successful in using Twitter for business, but if you concentrate on these fourteen, you’re most of the way there, and will be better than MANY great offline brands that still aren’t getting how to translate their brand to the online world. – Mike Brown

Enjoy this article? Subscribe to the FREE Brainzooming email updates.

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 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 a social media strategy 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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

1

I recently opened up one of MANY emails I get from Hubspot.

This email featured a link to the Hubspot Blog Topic Generator. It’s a fairly simple. You enter three nouns, and it generates five blog topics incorporating those nouns. If you don’t like the five possible blog topic ideas, a handy button quickly generates another five topics.

Hubspot-Blog-TOpic

What to Blog About?

We’re proponents of generating blog topics based on a brand’s strategy and its audience’s needs and interests.

That’s why we don’t talk much about random blog topic apps. I tried the Hubspot Blog Topic Generator, however, with our core topic areas: strategic thinking, innovation, and creativity.

I was greeted with five topics. Curious to see how much variation is built into the tool, I hit the button for five more topics several times. Some topics were repeated identically while others were the same except for including a different one of the noun I entered.

The repetitiveness of the topics bore out my skepticism with random blog topic apps to figure out what to blog about on a regular basis.

But heading to the DMV on a Friday afternoon and wanting to use the time to write, I brought along the Hubspot-generated titles. I resolved to write a blog post based on one of them while waiting. By the time I was first in line 35 minutes later, I’d written two complete posts and part of a third from the Hubspot idea starters.

That great productivity ultimately led me to write five posts based on the Hubspot list.

While the writing productivity was much needed, the topics did feel somewhat disjointed relative to how I usually develop topics. But if you want to push your thinking (and especially if you’re a Miley Cyrus fan . . . and you’ll see why I say that), give this tool a shot.  – Mike Brown

Enjoy this article? Subscribe to the FREE Brainzooming email updates.

 

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 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 a social media strategy 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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

14

Since our start, publishing five times a week (with rare exceptions) has been part of the Brainzooming blog brand. Frequent blog publishing is integral to The Brainzooming Group business-building strategy and consistent with multiple elements of our brand experience.

The priority on daily blog publishing is dropping on the importance list for now, however.

A Change in Our Brainzooming Blog Publishing Brand Promise

My wife had surgery last Thursday and has several months of recuperation (and related physical limitations) ahead of her. I’ll be more heavily involved in taking care of her, and neither one of us is completely sure what this means yet. She has done pretty well during these first days, but I do realize that making sure she’s taken care of will require more time and have a dramatic impact on my attention through the summer months.

trike-cube

With that new priority and the importance of making sure The Brainzooming Group business keeps flourishing, the place daily blogging fits within our business strategy and priorities changes.

As a result, we’re going to move to not publishing on Fridays through at least July. There may also be other weekdays in the coming months where there won’t be a Brainzooming blog.

Trust me; I realize that’s NOT the end of the world for any of you.

But for as many people who tell me they can’t possibly read the Brainzooming blog five days a week, I have others tell me its daily appearance gets it more attention than other content they could read. As a result, I don’t make this change lightly.

From a strategic standpoint, we still stand behind the business-building benefits of frequent blog publishing. We’ve reached a great stage with our website, however, where evergreen content typically generates 90% of daily website traffic for The Brainzooming Group. As a result, we feel comfortable in dialing back blogging frequency with minimal near-term impacts.

Maybe we’ll never miss an extra day. Maybe if we do miss a day, you won’t notice right away.

But for those that do notice, we wanted you to know what was going on, and to thank you for your continued readership! You’ll never know how much I appreciate it! – Mike Brown

 

Enjoy this article? Subscribe to the FREE Brainzooming email updates.

When was the last time you invested 45 minutes to evaluate 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 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 a social media strategy 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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading

4

If you use a social media agency to create your brand’s social content, they won’t want you to read this, but who cares.

Your Social Media Agency Doesn’t Want You Reading This

Last week, I was getting my hair cut at the barber shop I’ve been going to for five years. I go there because the owner is focused on creating a cool, high service environment, there is reasonable stability among its employees, and it is close by.

Business seemed slow, and the conversation between the person who cuts my hair and another long-time employee turned to social media, in part, because they know I do “something with social media strategy.” Talking about the social media agency the owner hired to create social media content, they expressed their frustration over what was being posted on Facebook.

The big complaint was the posts either weren’t accurate (i.e., on how frequently to get a haircut) or seemed odd (a Jim Morrison quote about haircuts and mistakes).

I quickly started looking at the Facebook page. I subscribe to it, but hadn’t noticed ANY of the updates from the place’s page (I know, surprise, surprise).

The problem was clear in an instant.

On the surface, the content was VERY much in category. There was an Earth Day post of a guy whose hair and beard were green. There are quotes and pictures related to men’s’ haircuts and shaves.

Those all make sense.

Nothing on the Facebook page, however, related to the barber shop’s brand experience, personality, or people – all the things that set it apart and turn people into loyal customers.

It was if the new social media agency simply posted generic content on men’s haircuts without any other thought about how the brand related to the content. The social media agency has gone the easy route (creating external relevance) without doing the hard part of content marketing – appropriately integrating the brand so there’s a reason for current or prospective customers to care about the content in any meaningful way.

Great-Content

What Social Media Strategy Includes

This gap between content and a meaningful brand connection is common. It’s why we advocate developing a content strategy implementing the right mix of:

  • Your audience’s interests
  • Intriguing content
  • The appropriate level of brand presence.

There’s no one answer that works for all brands or even all content a brand creates.

It doesn’t work, however, to just see what your competitors are doing and launch into content marketing or simply start sharing content about what you do. If a social media agency advocates sharing content right way and figuring out the right mix later (if ever), you’ll just be wasting time/effort/money and probably making a BIG mistake that could cost your brand even more.

If this is the path you are one and want to see just how far your social media agency has led you astray, download our social media strategy diagnostics eBook and find out for yourself.

You’ll quickly realize the difference it would make to work with a partner who understands both brand strategy AND social media strategy.

That combination turns social sharing into business results. – Mike Brown

 

Enjoy this article? Subscribe to the FREE Brainzooming email updates.

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 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 a social media strategy 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.

More Posts - Website

Follow Me:
TwitterFacebookLinkedInPinterestGoogle Plus

Continue Reading