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After my Brainzooming workshop on creating fantastic content at the Social Media Strategies Summit, one attendee took exception to it. His point of contention was the model we use that suggests brands think about content creation as if they were television networks. The point is television networks have been successfully creating and curating content for years; they have also historically found a balance between entertainment and commercial messages that still attracts audiences.

150223-TV-Exec

In our view, for brands struggling with creating a significant amount of audience-focused content, thinking about a television network is helpful. Nearly everyone is familiar with and sees comparable television network examples that stimulate new ideas and strategies.

He told me later (both in conversation and on the workshop review) that I’m the only speaker on content marketing or social media strategy he’s EVER heard make this case. I personally think that’s good considering all the me-too crap you hear at conferences.

The challenge to this apparently unique perspective on content marketing strategy focused on two areas:

  1. TV is losing viewership so what television networks do isn’t solid advice
  2. Social media held the promise of completely new ways of interacting with audiences, and the TV model is inconsistent with that promise

It’s true that television viewership is declining. It’s also true that social media is / was supposed to be different. Despite this, I still stand behind our recommendation for thinking about creating content as a TV network would.

Why?

TV networks have always had to:

  • Consider the audience and what it likes in making content decisions
  • Wade through many more content ideas than the audience will ever see just to fill its content calendar
  • Use entertainment value as a major factor in getting an audience to stick around for commercial messages (whether paid commercials or product placements)
  • Promote their programming to help build an audience
  • Package and repackage content in multiple places to attempt to cost-effectively reach targeted audiences

While these five point don’t account for an entire content marketing strategy (which is why we share other models in the workshop), most brands struggling with WHAT content to create and curate would be so much further ahead if they did just these five things better.

While I understand where the audience member was coming from and will acknowledge his perspective in future workshops, I’ll stand with our model for now as a big jump start for brands that simply don’t currently understand content marketing strategy. – 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 business 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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Recently, we asked solo social media professionals to share their strategies, ideas, tips, and tricks for how they perform dual social media strategy and implementation roles as one person solo social media departments.

Solo-Social

8 Solo Social Media Professional Success Tips

Based on the responses for our survey,  here are eight ideas solo social media professionals can adopt to improve their performance as they function as one person social media departments.

“Always carry a second admin in case you are struck by lightning and have the only keys to your organization’s social media kingdom.”

This is a wonderful reminder to make sure someone else in the organization can get into the brand’s social media presences if you can’t for some reason.

“Make sure you are included in meetings/receive the editorial calendar from your marketing and communications department (if your job title isn’t attached to this department) which will allow you to schedule content that is part of the campaign or event.”

It’s vital to create the appropriate strategic presence in the organization that social media gets brought in on the front end of strategy development and isn’t considered an afterthought.

“Learn to say no.”

If you can’t say, “No,” you’re always subject to having your social media strategy altered (perhaps dramatically) by someone else who may not have the right insights or understanding to be setting strategy. The key is YOU need to be solid in your strategic thinking or your “No” can be arbitrary.

“Create a content calendar.”

If you’re on your own, it may be easy to slough this social media strategy idea off and simply create content. A content calendar, however, keeps you honest and intentional about what you’re doing with social media.

“Gather all tools, graphics, sentences etc. before starting campaign – think about it before posting.”

This is another one where it might be easy (but definitely isn’t wise) to simply create content as you go if you don’t really have to coordinate with anyone else on a team.

“Utilize the best social media management available for your situation.”

Based on the responses to most beneficial tools, Hootsuite is the go-to social media management application for these respondents. Canva received multiple dimensions for creating graphics for various social platforms. Other mentions included: Aviary, Buffer, PicMonkey, Flipboard, and multiple Twitter cleanup tools (Justunfollow.com, Unfollow.com, Untweep.com).

“Schedule in advance” and “Set aside time for certain tasks throughout the week – schedule it on your calendar as if it were a meeting.”

There’s so much value in these two suggestions. It’s smart to shift as much content creation out of real time as possible; doing so provides valuable thinking and review time. Additionally, if you don’t schedule time to get work done (as opposed to just scheduling meetings) you won’t get the essential social media work completed.

“Have your social apps on your phone so you can review/respond to interaction anytime you have a down moment.”

Great advice. You never want to be away from access to your social presences if something explodes.

Are you a solo social media professional asking yourself, “Where should I prioritize developing my company’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

IF you are a one person social media department, you need quick answers and ideas on where to prioritize your work? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you can explore your online presence from various angles and determine how to best set your priorities.

You can make a thorough yet rapid evaluation of nine different dimensions of their social business strategies with these diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.”

 

 

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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What do you do if there are multiple, separate audiences your brand needs to reach, but you don’t have the time or resources to deliver content in multiple, separate social media streams?

This social media strategy question surfaced more than once the first day of the Social Media Strategies Summit in Las Vegas.

SMSSummit-Banner

The first instance was an agency trying to reach client prospects who are CMOs in addition to marketing talent as potential employees. In another case, it was a startup organization without the existing content or current bandwidth for multi-channel social media. In a third case, it was a national travel and tourism organization catering to potential travelers in multiple countries speaking multiple languages.

Each is currently handling this social media strategy situation in varied ways.

Are my tweets bothering you?

Based on responses across all these discussions, here are ideas for how to approach this social media strategy challenge.

Step 1 – Have you determined if the audiences are complementary?

The days of thinking you can communicate in different ways to different audiences and keep the messages and audiences segregated are gone. If your brand is saying one thing in one place, you can figure you’re saying the one thing in multiple places, whether you like it or not.

A first step then is determining whether the messages targeted at one audience are going to be appropriate, complementary, or miss the mark with other audiences.

In the digital agency’s case, the separately targeted messages seem complementary. A CMO hiring an agency wants to know the agency is hiring smart, talented, and highly skilled people. A potential new hire for a digital agency wants to know he or she will have the opportunity to work with cool clients having innovative projects. Looking at this case in a simplified manner, the brand message to one audience is a complementary brand cue to the other audience. There doesn’t seem to be a downside to each audience seeing messages more directly targeted at another audience.

Step 2 – Can you test how similar the audiences are?

The situation with the travel and tourism organization is more complex. They address content in at least four languages (Spanish and English are primary) and audiences on multiple continents.

The current strategy involves repeating the same posts in different languages, typically on each social media channel. They appear to have duplicate content on each social platform much of the time, especially because of the heavy use of photos, which DO translate across languages. They suspect / know, however, that various country populations respond to different aspects of their country’s culture and seek out different content accordingly. One downside of the current approach (same content on each channel) is they train their audience to only follow them on one channel.

For them, social media strategy step two involves various “tests” of their suspicions about the need for multiple channels:

  1. Look at the audience demographic information available on each group (country and language) to see how they compare based on what is known about them.
  2. To the extent possible, examine quantitatively how each group engages with content.
  3. Set up and implement trials over several months where each group receives the same content at the same time. The objective is to compare the results and see how similarly or differently each group engages with identical updates.
  4. If emails are available for a representative cross-section of the audience, test their reactions in a more controlled setting (with an online survey) to various types of content.

While there is no one formula to answer the questions about how many channels they need in these situations, this social media strategy development approach should provide a basis to understand how complementary or disaffecting content intended for another group is when another group receives it.

Then they’ll have a better sense of the answer to the question, “Are my tweets bothering 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 business 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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Is your brand STILL struggling with the right approach to deliver business results from its content marketing and social media strategy?

If so, today is a perfect day to download our free eBook, “9 Diagnostics to Check Your Social Strategy.”

If you have direct or indirect responsibility for social media strategy in your organization (or even simply question whether your brand is maximizing every opportunity it can with social business), download “9 Diagnostics to Check Your Social Strategy.” You’ll get answers on what to do next in less than an hour.

Really.

Social Media Strategy – 20 Reasons to Download “9 Diagnostics to Check Your Social Strategy”

In case you need more convincing, here are twenty reasons why you should download this free eBook and take advantage of its quick, thorough assessments of your brand’s social media strategy effectiveness.

  1. It’s free.
  2. There are Brainzooming diagnostics that appear exclusively in the 9 Diagnostics eBook.
  3. You can complete the exercises within an hour and have a strong strategic sense of your overall social media strategy effectiveness.
  4. You can match your current approach to proven social media opportunities organizations adopt and find successful. (page 2)
  5. Your potential opportunities to adapt your social media strategy to better address important business objectives will be clear. (page 2)
  6. Each exercise features a related strategic objective and suggested uses to ensure you’re applying the social media strategy diagnostic correctly.
  7. There is a next step associated with each diagnostic so the actions you can take with the results are evident.
  8. If social business hasn’t taken hold in your organization as it should, you can assess which of a dozen potential roadblocks could be at work. (page 3)
  9. It will become quickly apparent whether your current social media metrics are robust enough to support and shape social business success. (page 4)
  10. Going deeper into the value of developing whole brain metrics is as easy as downloading another free Brainzooming eBook.
  11. You can determine whether your multi-author content marketing strategy is taking advantage of all the opportunities available to be truly collaborative. (page 5)
  12. There is a fast way to assess whether you should trust the members of your social media team to manage the “corporate microphone” social media represents. (page 6)
  13. Your can assign a letter grade to how well your brand’s personality translates to social media channels. (page 7)
  14. You’ll get a sense of how your brand stacks up on creating and sharing content relative to how a wide variety of B2B and B2C brands are them. (page 8)
  15. The lists associated with each social media strategy diagnostic ensure you are exploring the appropriate range of strategic variables.
  16. In an age when brands have the opportunity and need to become outstanding content creators, you can test your performance against an industry built around delivering engaging content for audiences. (page 9)
  17. The eBook includes a link to the Brainzooming social media strategy framework that organizes tons of content on your best strategic options for content marketing and social business. (page 10)
  18. By exploring your most recent status updates, you can see whether your brand is delivering a beneficial mix of content for your audience. (page 10)
  19. You can prioritize the diagnostics based on whether your brand is just introducing a social media strategy or has had one in place for some time.
  20. These nine social media strategy diagnostics can be applied collectively or individually depending upon where your brand places strategic priority.

9-diagnostics-download-butt

Convinced that taking a moment to download the “9 Diagnostics to Check Your Social Strategy” book is something you need to do today?

If not, here’s just one example of how quickly it will help you. One content marketing workshop participant took just two minutes to complete diagnostic number 5 on whether the right people are managing your social media sharing. As soon as he completed it, he blurted out, “I knew we had the wrong people doing handling this, but I never knew why until now!”

That’s a great insight in just two minutes.

Start growing our social media strategy insights today!

And if you’d like more help with developing your social media and content strategy, let us know. We’re here to help! – Mike Brown

 

 

“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 business 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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At the 2015 Social Media Strategies Summit in Las Vegas, I am introducing a new Brainzooming workshop on “Staying Sane as a Solo Social Media Professional.”

By title, the workshop targets individuals who have to handle a brand’s social media strategy and implementation. In reality, the content is relevant for anyone responsible for social media and related content marketing that wants to:

  • Develop social strategies linked to business objectives more effectively in less time
  • Produce content that is easily repurposed in multiple ways
  • Speed up content creation
  • Better prioritize high-impact content
  • Do more and better social media marketing with small budgets

Much of the content is coming from previous Brainzooming posts with additions from the responses to the solo social media survey we featured recently.

Additionally, I am developing a new, simplified content calendar, a one-page strategy overview, and the “Content Marketing Formulas” list below.

These content marketing formulas came to life yesterday morning as I started playing around with different approaches to express handy reminders for how to repurpose content in timesaving ways.

Girl-Board-Formula16 Content Marketing Formulas

  1. Blog Post / 140 characters > 10 Tweets
  2. Tweet + Instagram = Facebook Post
  3. Blog Post – Words + Images = Infographic
  4. Blog Post + “On Camera Talent” + Camera = Video
  5. (Blog Post Links + Blog Title) * 10 = Compilation Blog Post
  6. Video / Capturing Individual Frames > 15 Images
  7. 1000 Word Blog Post / 3 = 3 Days of Digestible Blog Posts
  8. 1 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images
  9. 1 Audio Recording of a Presentation = 2 Podcast Segments + 10 Graphics + 4 Blog Posts
  10. Website ImageSocial Sharing Button = Pinterest Post
  11. (Blog Post x 10) + Intro + Close + Call to Action = Downloadable Asset
  12. Infographic + Blog Post = Downloadable Asset
  13. (PowerPoint Presentation + “Voice Talent”)com = Video
  14. Live Webinarme = Video
  15. (Customer Event x Capturing Content) / Editing > Weeks of Social Media Content
  16. Rambling Blog Post that’s Not Working – Parts that Aren’t Working = Tighter, Working Blog Post

This list is VERY much a work-in-process even beyond the Social Media Strategies Summit. As a result, I am especially interested in whatever feedback and tweaks you might want to share.

Ultimately, I could see using content marketing formula number 3 and turning this blog post into an infographic.

Before that though, are there any formulas you use to improve your social media and content marketing productivity and impact you would like to share with the Social Media Strategies Summit audience? pronto!

Interested in diagnostics to assess your social and content marketing strategies?

9 Diagnostics to Check Your Social Strategy

If you are an executive with questions about whether  your organization’s social media and content marketing strategies are working as well as possible, you need this short cut. In less than 60 minutes with the FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have precise answers to your questions.

You can make a thorough yet rapid evaluation of nine different dimensions of your social media and content marketing strategies with these easy-to-assess diagnostics. To get started right now, download your free copy of “9 Diagnostics to Check Your Social  Strategy.” – Mike Brown

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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Speaking on social media strategy at various fantastic conferences, I’m surprised by how many individuals from prominent brands tell me they are handling ALL the social media for their brands.

Yes, being a solo social media professional isn’t something that happens just in smaller companies. Big brands also find themselves putting a tremendous amount of responsibility and social media work on one person. In fact, one study reports that 42% of professionals working on social media full-time serve as one person departments.

Solo-Social

That background prompted us to work with the Social Media Strategy Summit to offer a new Brainzooming workshop at its February 2015 conference on “Staying Sane as a One Person Social Media Department.”

The presentation content will be built on various Brainzooming posts on social media efficiency and effectiveness (some of which is highlighted at the end of this post).

I hope to also infuse the presentation with the ideas and suggestions of all of you who are solo social media professionals currently or have insights about the upsides and challenges of their jobs.

If you’re a solo social media professional, please take a few moments to answer the questions below to be a part of the Social Media Strategy Summit workshop and share this link with your peers: https://www.surveymonkey.com/s/SoloSocialMediaPro

If aren’t a solo social media professional but know others who are, please share the link with them also so they can participate and offer their ideas: https://www.surveymonkey.com/s/SoloSocialMediaPro

Thanks in advance for your participation and all the great ideas!

A Sampling of Brainzooming Resources for Solo Social Media Professionals

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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After compiling yesterday’s list of your Top 10 favorite (i.e., most-viewed) new Brainzooming posts from 2014, here are my favorites.

As is often the case, there are stories behind these posts. Sometimes the stories are contained in the posts, sometimes they are not. Nevertheless, there are some overlooked gems in this list (if I do say so myself), that you will enjoy if you didn’t catch hem the first time around in 2014!

Strategy and Creative Thinking – My Favorite Brainzooming Posts for 2014

Strategic Planning Exercises – Have you tried a Zoomference yet? 

This recounts a fun content marketing success story. The original story covering how we use our online collaboration platform to work with teams spread out across multiple locations prompted a two-year Brainzooming reader to contact us. Over a few hours, we put together a strategic plan for her organization that set the stage for 2015.

Strategic Thinking Exercises – Identifying Left Field Competitors

I love when questions during workshops turn into blog posts. This competitive strategy post was the answer to a question at the Compete through Service Symposium on how you can push your organization to better imagine surprising competitors.

Left-Field-Fenway

What to Blog About – 11 Buying Process Questions for Blog Topics

Some blog posts are written to share what we’re trying to improve upon in our own business. While content marketing has been a significant part of expanding The Brainzooming Group, we have work to do on linking our content to the steps potential clients are going through in selecting strategy and innovation partners.

Strategic Thinking Exercises – Taking Risks with a Live Audience

This post recounts a live experiment that showed why using different types of strategic thinking questions changes what types of answers you’ll get. While I was confident the experiment would work, the possibility that I could have failed is what made it exciting to throw in to a live presentation as an unplanned exercise!

Creating Strategic Impact – Challenge and Change

It seems like there are a few posts similar to this every year, where someone on Facebook or Twitter supplies the missing piece to turn a random idea into a fully realized thought. This was my favorite example from this year, as we teamed up to define what “lle” stands for when it comes to positive change.

Strategic Planning – 10 Signs of a Strategic Planning Meeting Nightmare

I love this Halloween-oriented GEICO ad because it skewers the improbability of horror films. At the same time, though, it’s a great analogy for the bad judgment you find in organizations that stick with the same old strategic planning approaches instead of trying something new – such as how The Brainzooming Group approaches developing strategy!

Strategic Thinking Questions – 3 Questions for New Website Design

This strategic thinking exercise to help in designing a new website went from being used in a meeting on a project we were working on to a blog post in less than twenty-four hours. I love when that happens!

Strategic Thinking – Andy Warhol and Practicing What You Preach

I’ve been carrying this Andy Warhol quote around with me since writing a paper on him for a high school “Modern Thought” class with Fr. Gilmary Tallman. I couldn’t believe it had taken this long to share it in the blog post. There just aren’t that many ideas I still have kicking around from back then that haven’t found a way into the blog yet.

Strategic Thinking Exercises – A New Type of Big Focus Group

This one is a favorite because of the event, the event’s co-sponsor (Nature Explore, an organization where I’m on the board), and the opportunity to create a self-facilitated focus group of well over one hundred people. And what’s even better is we just reached an agreement to close the 2015 Leadership Institute with another full-audience, self-facilitated strategic thinking exercise.

Nature-Explore-Session

Brand Strategy, Airplane Talk and Rolling in the Aisles

The story of the funniest plane flight I’ve had in years, courtesy of my new friend, Ahava Leibtag. By the time I’d try to explain it, this would be as long as the post. Just click and read it!

Strategic Thinking – Using Caution with Business Content

This post with a recommended disclaimer that should go on all (or at least most) business blog posts is perhaps the truest post ever on the Brainzooming blog.

Strategic Thinking – When to Fix a Business Process that’s Never Failed?

This is a favorite because of the photo. I took a photo of an automated trashcan at the Atlanta airport thinking it would come in handy one day for a blog post about throwing something away. There is the big lesson: Always be taking photos that might fit into future blog posts. ALL THE TIME.

Creative Thinking – The 25 Stages in Creating a New Presentation

Okay, maybe THIS is the truest Brainzooming post ever. Even though I KNOW these steps, I cannot seem to avoid them EVERY TIME I prepare a new presentation.

Creative Thinking Exercises – Change and Grow Constantly

I like this post because it reminds me of things we did during live workshops that, if not for the post, would have been lost to me even just a few months later. A reminder to take better notes on what we do rather than just committing it to memory!

Life Lesson – Living Your Life and Dying Exactly the Same

This one is very personal. It started life as a blog post about a former co-worker’s life (and death). When I actually wove the story into a presentation about Aligning Your Life’s Work, I wasn’t sure I’d get through the story without crying. Emotions are a challenge for me. To have a story that forces me to deal with emotions during a presentation says it’s an important message.

Strategic Thinking Exercises – A Sex Tip to Boost Strategic Thinking

It’s about sex. And what about that photo?

The 4-Step Career Advice Nearly Everyone Ignores

This is the best, most widely applicable advice I have to offer. And yes, it is also the most-ignored advice I offer when people ask for career advice. That alone puts it on this list of my favorite posts: it’s full of unrealized value just waiting for you to do something about it!

Creative Idea: Jimmy Fallon Turns Brian Williams into a Rapper’s Delight

This one required very little creativity from me, but it’s likely my most-viewed Brainzooming post from the year because Brian Williams doing Rapper’s Delight is a scream!

Social Media Disclaimer: Coming Clean on Humble Brag Social Sharing

This one isn’t a favorite for the written story as much as the untold story behind the two pictures of Kate Jackson and me snuggled up. I always liked the smartest Angel best, I have to admit.

Here’s hoping you enjoy some of these favorites from 2014!

Mike Brown

 

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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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