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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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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?

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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Brand marketers can find it challenging to identify all the brand language available to communicate a brand’s distinct benefits and value for customers and prospects.

Based on a recent client brand strategy experience, I highlighted an often overlooked source of compelling brand language in my first LinkedIn article: Is Your Brand Exploiting All Its Brand Language?

If you’d like to read the brand strategy lesson from our experience, you can do so over on LinkedIn.

As an alternative, we also put together a screencast that recaps the article plus adds visuals the LinkedIn article does not contain. This is the first time we’re introducing screencasts into the blog. We’re excited by the possibilities because it gives you the opportunity to have a richer experience with Brainzooming blog content. Additionally, because audio and visuals are incorporated in a screencast, I expect it to open up new topics that just don’t come across as strongly when using words alone.

So go ahead and ask yourself: Is our brand exploiting all its brand language? – Mike Brown

Brand Strategy Screencast – Is Your Brand Exploiting All Its Brand Language?


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The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you with a strategy session and branding development to create strategic impact for your organization.

 

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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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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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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It’s pretty common to receive some of the most intriguing comments on our content via email from our growing group of email subscribers (you can click here to join the group, by the way). Jim from Massachusetts weighed in following John Q. Harrington’s post on digital marketing with a request for John to back up one of his claims in the post. As a result, John addressed Jim’s request with his Top 20 list of digital marketing tools. Here’s John:

 

20 Great Digital Marketing Tools Once You Have a Strategy by John Harrington

Digital-Marketing-TabsIn a post about what digital marketers could learn from the Wizard of Oz , I got on my soapbox and urged marketers not to be dazzled by the dizzying array of digital marketing tools available and lose sight of the fact they are just tools – not a replacement for a big idea or a strategy.

In my post, I said there were 100+ digital marketing tools with more being added every day.  A sharp-eyed-reader from Massachusetts, named Jim, was more than a little dubious about my ‘100+ digital marketing tools’ claim.  In fact, he said he’d be happy if I could come up with a list of 20 with a brief explanation of why they’re good.

Well Jim… you got me!

I have to admit; I didn’t count the number of digital marketing tools before I made that statement.  There sure seems like there are an awful lot of them, but maybe I was a little fast and loose with my numbers.

So I went to my #1 Digital Marketing Tool “GOOGLE” and did a search.  I got 161 million results, so I’m relatively confident the truth lies somewhere north of 100 digital marketing tools.

Jim, I don’t claim to be a digital marketing guru, but I do use many of those tools frequently. Here are 20 of my favorites along with my own biased reasons for liking them.

#1 Google Search

Because they rule the universe and we’ll all be working for them eventually.  Points off for making me learn what an algorithm is and how to spell it.

#2 Facebook

Because they are the number one source of cute cat photos in the world and a pretty good way to reach half the planet. Bonus points for having a geeky founder who’s like a smart ass version of Bill Gates.

#3 LinkedIn

Great for targeting B2B groups and individuals.  Plus they have the highest income level of any major social media group so maybe they won’t miss it if I trick them out of some of their money.

#4 YouTube

They took all the great cat photos from Facebook and made them move!  Plus, they are owned by Lord Google so they put your search results on crack.

#5 Twitter

This is the fastest, most efficient way for me to learn what all my friends had for lunch.  Plus its trending topics and search results let me know instantly if an angry mob is buying torches and heading for my front door.

#6 Vimeo

The younger, prettier, sexier version of YouTube without all the evil backing and power of Lord Google.  Selling epic beauty? Use Vimeo.  Selling hand sanitizer? Use YouTube.

#7 Bing

Probably the coolest thing Microsoft has ever done.  Truly a better search engine than Google, but hey, I’m not going to mess with Lord Google, are you?

#8 Pinterest

A visual explosion of gorgeous arts, crafts, and meals that none of us are talented enough to duplicate, but we can still dream.

#9 Vine

A true tribute to the shortening of attention spans. 6 seconds of pure entertainment because those hideous, old 30 second commercials are sooooooooo tedious.

#10 Google Plus

Probably the social networking site I like the least.  Circles of friends are a little too Kum Bah Yah for me. But, hey, you know how I feel about messing with Lord Google.

#11 Tumblr

A blogging platform that lets you share all different types of content.  Kind of like if YouTube, Pintrest and WordPress had a baby.  Points off for spelling their name without an “e.”

#12 Flickr

A great collection of photography some of which you can actually use LEGALLY!  What a concept!  Points off for dropping the “e” out of their name.  Hey, I warned you with Tumblr.

#13 Google Ads

I haven’t mentioned Lord Google in awhile and this is something near and dear to his heart.  It’s where he makes his gazillions of dollars each year.  Pay a flat rate or pay per click.  Lord Google doesn’t care as long as you pay to access his millions of minions.

#14 Tweetdeck

For all its search power and zillions of followers, Twitter is still pretty clunky to use.  Tweetdeck makes it much more user friendly to manage and semi-automate multiple Twitter accounts.  BUT Twitter bought Tweetdeck so who knows how long before they screw it up.

#15 Hootsuite

A different flavor of Tweetdeck.  Not sure it’s any better or any worse.  BUT it has the advantage of NOT being owned by Twitter so I may have to make a switch if Twitter keeps “helping” Tweetdeck.

#16 Bit.ly

A great little company that shortens those ridiculously long URLs into something useable and Tweetable. Also pretty good at analytics for all you number crunchers out there.

#17 Ow.ly

Pretty much the same thing as Bit.ly, but I think it’s a little easier to use.  Plus, if you’re posting on Hootsuite, you gotta go with Ow.ly, right?

#18 Foursquare

A fun geo-location social media tool that lets you post where you are, what you’re doing and leave tips about the place you visited.  Also let’s you know if any of your hottie friends are in the vicinity so you can be a more efficient stalker.

#19 Slideshare

For all of you who just can’t get enough PowerPoint presentations at work, this is for you.  Pretty easy to use and Lord Google seems to like it… this week.

#20 Email

Maybe you’ve heard of it!  I know it’s old school but this crap really works.  Especially nice if you team up with Mail Chimp, Constant Contact, or ExactTarget.

What about the rest of the great digital marketing tools?

Jim, I know I haven’t hit 100+ tools yet, but go to Google Search and feel free to explore the 160,000,980 other tools I haven’t covered. All the best,  Q

 

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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.”

 

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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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