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I presented both a workshop and a breakout session at last month’s Social Media Strategy Summit in Dallas. This was my second time attending a Social Media Strategy Summit this year, and conference producer Breanna Jacobs and the team from GSMI do a fantastic job of bringing together both wonderful presenters and experienced attendees together in a very interactive learning environment.

Here are a few highlights of the tweets, insights, and audience reactions to the social media strategy ideas shared at the Dallas event.

Social Media Strategy and Customer Service

Via Vanessa Sain-Dieguez (@VSDieguez) of @HiltonHotels

  • You don’t want to “train” your customers to tweet and get better attention than when you call.
  • It’s vital to listen for people mentioning your brand in multiple ways, even when someone isn’t mentioning your brand directly. For example, if the location on a tweet or Facebook update suggests a person is at your location with an issue, you want to be able to identify that and respond.
  • Hilton layered its social media-based customer services activities into pre-existing protocols between its franchisees and customer service group. This move minimized issues that might have developed if social media customer service were treated differently. That’s not to say that delivering customer service via social is simple. “Scalability is our biggest challenge every day.”
  • Successful real time marketing is about what’s relevant, not what’s trending.

Via Jeff Gibbard (@jgibbard)

  • It’s easy for customers to be rude to a logo on Twitter or Facebook. That’s not so if they sense a person on the other end. That’s why it’s important to sign your customer service social media in some way to show there’s a person involved on the brand’s end.

Social Media Strategy Insights from Adrian Parker of @Patron

Quick disclaimer – I was one of three people who won some of the new Roca Patron Tequila for live tweeting the most during the Adrian Parker presentation.

AdrianDParker2

Nevertheless, Adrian had a plethora of great strategic insights and paraquotes from his diverse career experience.

  • “Outsource your thinking, but not your decisions.”
  • “Your social strategy should be something your competitor would never do.”
  • “A best practice isn’t a strategy. It’s something you should be doing anyway.”
  • “Good strategy is inspired by, but not limited to, current customer behavior.”
  • “A good strategy should make you nervous.”
  • “Leadership is plural. Vision is singular.” Multiple people can lead against the sole vision.

An Attendee Recap

Dan Vadeboncoeur (@danvadeboncoeur) attended the SMSSummit and shared his recap on take-aways on his Media Nerds podcast. I tweeted Dan that I appreciated the shout out, especially since he sat in on both of my sessions.

Video Highlights from the Social Media Strategy Summit

In a great example of using content providers to create even more content from an event, a video crew was onsite the second day of the conference to film brief interviews with #SMSSummit presenters. There is a YouTube page with all of the videos, plus here are several from yours truly on social media and content marketing strategy.

See the video at: http://youtu.be/sOuBJzHvRBQ

See the video at: http://youtu.be/Vkf6Xu2HKWs

See the video at: http://youtu.be/MQkdKal2rtM

Wait, There’s More

This quick recap doesn’t do justice to the breadth of content at the #SMSSummit. Look for another post with additional highlights coming soon! – 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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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.”

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’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.”

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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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

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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 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.

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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

 

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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 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.

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Yesterday we explored taking an outside-in approach to planning a blog or content marketing editorial calendar. This social media strategy helps determine the relevant length an editorial calendar should extend based on the audience’s perspective.

As you identify audience-oriented content topics, here are three important questions to ask as you consider where the topics fit on the content marketing editorial calendar:

  • Will the audience be thinking about this topic as it’s happening?
  • Will the audience also be thinking about the topic sooner and / or later than it’s happening?
  • If they will be thinking about the topic at other times, when will that be?

Beyond simply identifying audience-oriented topics, these outside-in timing questions help improve how to sync topics with when the audience is actively seeking information or related content about those areas of interest to them.

Three Examples of Outside-In Timing and New Content Marketing Opportunities

Crowd-STL

1. One Event, Multiple Opportunities to Share Content

As we were developing the blog editorial calendar for a client in the market research field, it was clear their target audience operates on an annual cycle. We identified early fall as a time when the market research firm’s clients would attend the largest market research conferences. This is a natural time to talk about our client’s conference participation. Importantly, though, we also identified their clients as thinking about conferences mid-summer (“How to Choose the Best Market Research Conference”), immediately before them (“Getting the Most Value from a Market Research Conference”), and right afterward (“Top 10 Learnings during Conference Season”). Asking our three questions identified multiple related content opportunities (new content, sharing old content, soliciting guest posts, etc.) they might have otherwise missed.

2. Reaching Out Before the Primary Brand Interaction

I wrote earlier about Southwest Airlines sending me an email the previous evening saying we’d have Wi-Fi on my next morning’s flight. The night before was when I was actually THINKING about what work had to be completed before getting on the plane. The perfectly timed email from Southwest Airlines contained very pertinent information of benefit me hours before my direct interaction with the brand.

3. Shifting Timing and Content Sharing Opportunities

The Brainzooming Group has tried to emphasize strategic planning content later in the year since our experience has been many companies were thinking about strategic planning much later in the year than previously. This year, with many calls from potential clients already thinking about multi-year or annual planning processes, we’ll be shifting strategic planning content to this more traditional timeframe in Q2, even if planning doesn’t actually HAPPEN until later in the year.

Social Media Strategy from Outside-In Timing

As if it’s not clear by now, we are big proponents of external audience-driven social media strategy as the way to make a content marketing effort come alive and truly engage your audiences. The challenge, as it always is, is after looking from the outside-in, taking the resulting topic ideas and making things happen with them. – Mike Brown

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When was the last time you invested 45 minutes to check your social media strategy?

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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.

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This post started as an opportunity to beat up an event I attended focused on information sharing from multiple panelists.

While the organizers know better, they failed to address fundamentals to make the event more valuable for both in-person attendees and those trying to report the event via social media channels.

Panel-Questions

The event’s content was intriguing, and I did some live tweeting, but it was in the absence of four items that would have made it a much stronger (and easier to report) event:

  1. Create and over-communicate an event hashtag to find and aggregate tweets plus let audience members connect more easily
  2. Show a title slide for all presenters with their names, organization affiliations, and Twitter handles all correctly spelled
  3. State upfront, during, and afterward what the organizers intend for the audience to walk away with as a benefit for being at the event
  4. Provide context (or some model) for how the presenters’ activities or points of view fit together relative to the event’s theme

See what I mean?

Four simple steps to dramatically boost an event’s impact for in-person attendees and those participating online.

But what about the intent of this piece changing?

Well, as I was writing this, I recalled the workshop I presented the other day at the Enterprise Center of Johnson County.

While I had my Twitter name and a hashtag on every slide, I never once called attention to it as a way to invite live tweeting. I also neglected to share the host organization’s Twitter handle. And none of it was written on the whiteboard where it would have been more visible for attendees.

It’s definitely EASY to point out other’s shortcomings, but it’s far better to have a checklist you hold up to others AND follow yourself.

Now that there is a four-point checklist, I’ll be trying to follow it for my future events.

How about you? – 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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