Tools | The Brainzooming Group - Part 5 – page 5
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“Is there a way to decide how much content brands in a multi-brand family can share, and how much needs to be different among the brands?”

I’ve been asked that question multiple times recently after delivering Brainzooming social-first content marketing strategy workshops.

My answer?

Return to the fundamentals we teach for building a content marketing strategy. In these cases, however, you can approach things in reverse order, unpacking your brand strategy framework to answer this type of question.

3 Steps to Find Multi-Brand Content Marketing Strategy Similarities

Step 1 – Audience Personas

The first step is to identify what personas are in use across the multiple brands. Are there separate personas or are they the same? If they are different, how much do their interests overlap with one another?

Step 2 – Content Preferences

Next look at how much the personas’ content preferences and profiles match one another. Which themes and topics are going to be of interest to all the groups? Do they represent a large or small portion of the overall content?

Step 3 – Brand Promise Components

Finally, go through a three-question branding exercise that we use in many situations. In this case, it helps you understand your audiences’ expectations and tolerances for unique content:

  • What does each brand’s audience EXPECT in the content the brand shares?
  • What types of variations from that content will the audience ACCEPT from the brand?
  • If the brand delivers the optimum content, how will the audience REWARD the highly-targeted content?

Across this series of questions, you can begin to form conclusions about your options for creating content that is common across all your brands. – Mike Brown Download Fast Forward Today!

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 delivering a workshop at the Social Media Strategies Summit in San Francisco today. It will cover creating a sustainable, social-first content marketing strategy. The three-hour workshop will take participants through typical sticking points brands face in developing effective content marketing strategy plans that start strong, build, and continue to deliver results.

Areas where we’ll concentrate and spend extended time as participants work through Brainzooming exercises include:

One workshop attendee, Angelo Harms, Digital Marketing Manager at the Curaçao Tourist Board, has seen me present workshops multiple times at SMSSummits. Angelo has also brought us to Curaçao for content marketing strategy workshops the past two years. Because he’s seen SOOOO much of our content, I wanted to come up with something new Angelo hasn’t seen yet.

9 Ways a Brand Can Sustain a Social-First Content Marketing Strategy

Here it is, with a sneak peek for all of you.

It’s a tool to identify starter topic ideas along the customer journey (X-axis) from three different perspectives (Y-axis):

  • What customers are thinking about and facing
  • Industry and product category considerations
  • Brand content that fits social-first needs

Beyond a content calendar, it’s another strategy way to ensure sure you are developing a strong mix of content that is relevant to prospects and customers, no matter where they are along the journey to your brand.

If you would like to go deeper into the topic, download our FREE eBook on Social-First content. It covers many of the exercises and tools we’ll share in the workshop content marketing strategy workshop.

If you’d like help thinking about how a content strategy helps grow and develop your brand, contact us. Let’s grab time to chat about the possibilities for growing your revenue and customer base through social-first content! – Mike Brown

Boost Your Brand’s Social Media Strategy with Social-First Content!

Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:

  • Understand more comprehensively what interests your audience
  • Find engaging topics your brand can credibly address via social-first content
  • Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content

Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!

Download Your FREE eBook! Boosting Your Brand with Social-First Content

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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In Professor Jerry Z. Muller’s new book, The Tyranny of Metrics (affiliate link), he explores the rush in today’s business environment to measure everything. This dynamic places an emphasis on eliminating judgment as a decision-making factor and replacing it with numbers-based business metrics. It is driven by the belief that motivating behaviors through linking incentives and penalties to publicly-available, standardized data is universally beneficial.

Muller’s challenge to a metrics-obsessed perspective is summed up in this statement: “Not everything that is important is measurable, and much that is measurable is unimportant.”

In The Tyranny of Metrics (affiliate link), Muller shares multiple questions for leaders to ask, relative to business metrics, to ensure they are providing value and addressing their intended outcomes. For each group of questions, we provide an idea on how to adapt your business metrics strategy.

What are the measurement objectives, and how does the available information fit them?

Muller’s first questions focus on identifying measurement objectives and the usefulness of multiple metrics. He suggests a fundamental challenge in applying known measures to determine performance incentives: humans will try to game whatever the system is to maximize rewards instead of the ultimate impacts. Systems and processes with inanimate objects present stronger opportunities for successful measurement, versus human-centric activities, since inanimate objects are unaware of measurement.

He suggests that metrics are more effective when oriented toward internal audiences focused on performance improvement (in contrast to ones developed and shared publicly to set benchmarks, funding levels, and reward performance). His argument? Internal practitioners are more likely to understand and appropriately apply metrics to improve outcomes for the greater good.

Idea 1: Embracing a Broader Set of Metrics

We advise executives to consider a set of metrics that is broader than a few numbers meant to represent performance for an entire system. While there is a certain ease in overall indices and green-yellow-red metrics dashboards, other activities, indicators, and even stories exist behind the simplified numbers. These are no less relevant to understanding overall performance.

Consider both quantitative AND qualitative metrics. Numbers-based metrics are well understood, and are likely what people think of first. Qualitative metrics incorporate stories, images, and other non-numeric indicators that also shed light on process or system performance. While you cannot necessarily make decisions based on qualitative metrics, they are vital for placing numbers in context and suggesting how stakeholders are experiencing the process results.

You can also better represent outcomes by recognizing that important metrics exist before the end results are in place. We recommend three types of sequential metrics:

  • Action Metrics – These are the initial development activities and tactics leading to ultimate results.
  • Reaction or Interaction Metrics – These provide early indicators on the extent that actions are beginning (or not) to bring about changes and positive differences.
  • Return Metrics – These metrics, which are what we associate with the final performance results, monitor the overall outcome.

Consider a broader set of metrics to reveal early indicators that help influence a system for stronger performance before the end results are in place.

What are the opportunities and limitations to developing and gathering business metrics?

Muller poses two questions for leaders when developing metrics: What is the cost of gathering data, and who can best develop the appropriate measures?

Beyond direct costs in gathering measures, Muller advises leaders to consider the opportunity costs associated with collecting metrics. These sometimes-hidden costs need to be evaluated against performance improvement returns. Muller cautions that when data gathering responsibilities fall on practitioners, it comes at the expense of the practitioners performing the beneficial tasks they are trying to measure. Incorporating these trade-offs can present a contrasting view of the value of measurement.

When developing measurements, however, Muller does recommend heavily involving practitioners. Individuals closer to having a stake in the outcome will develop more robust metrics than senior executives removed from what happens during daily activities. He suggests broader extend through evaluating metrics as they are populated and reported. This can provide an important check on accuracy and efficacy.

Idea 2: Plan Early for Metrics

During strategic planning, we always discuss the options of starting or finishing with identifying metrics. Yet, even when developing a plan of action and addressing metrics once the plan is largely done, it’s useful to work back through the plan to see whether the intended metrics will be readily available. If not, adjust the plan to integrate efficient and effective metrics development within the prescribed tactics.

From experience in marketing plan development and implementation, we are struck by how many times the outstanding outcomes a plan promises have no practical tracking approach. By taking time during planning to consider how the metrics will be tracked, you can head off these issues before implementation begins.

Question: How do the business metrics, once in place, drive performance and behavior?

Muller discusses metrics driving under-performance and unintended consequences via healthcare examples. Measure and pay doctors on the number of patients they see, and appointments become shorter and less thorough. Switch the key metric to successful patient outcomes, and doctors are incentivized to take the easiest cases. Muller advises recognizing the trade-offs, judgment calls, and range of behaviors related to any set of performance metrics.

Idea 3: Broader Business Metrics Signal Early Successes or Problems

Applying the idea of action-reaction-return metrics provides a way to better monitor sub-optimal performance. With action metrics in place, you have an early check on whether the appropriate implementation activities and are underway. Reaction metrics provide a check on assumptions about how specific actions will lead expected changes performance levels. These two early metrics areas both provide vital preliminary indicators to signal the need for adapting a plan well before all the return metrics are compiled.

How do your business metrics measure up?

Originally published in Inside the Executive Suite

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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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January 28th is, according to a Facebook post from my cousin’s husband, National Fun at Work Day. A quick check corroborated his claim, although there are questions about where the holiday originated. Since my cousin’s husband has worked at the same company for forty-two years or something, I’m willing to believe his post: if you’ve worked in one place for four decades, you have to know a little about fun at work, even when the holiday falls on a Sunday this year.

One great way to celebrate National Fun at Work Day? Download our FREE eBook on eleven ideas for fun strategic planning that are not stuffy for work.

Download Your FREE eBook! 11 Not Stuffy for Work Ways to Spice Up Strategic Planning

We released this eBook for the traditional strategic planning season. We’re, however, finding that demand for fun strategic planning ideas now runs throughout the year. This fun strategic planning eBook tells how to incorporate surprise, new situations, and toys to bring life to ANY strategy meeting you conduct throughout the year.

Speaking of toys, we always say they don’t make strategy great, but they do make strategy fun. Fun strategy leads to greater interest in strategic planning and more opportunities for innovative strategy!

11 Tips for Fun Strategic Planning with Toys

If you are trying to figure out what toys are best at meetings, here are our 11 tips for including all the types of toys to include at strategy meetings.

You want toys that:

  1. Allow participants to build things
  2. Twist into different forms
  3. Have bright colors
  4. People can squeeze
  5. Make sounds
  6. Bounce
  7. Stick to things
  8. Are so inexpensive that you can have lots of them
  9. Will make the people at the table that doesn’t have them jealous
  10. People can safely throw at each other during tense moments
  11. Participants will want to take along at the end of the meeting

Toys rekindle kid-like creativity among haggard executives. They give fidgeters something to fidget. Toys (particularly balls) give more aggressive types something to harmlessly throw. Most importantly, though, toys are one aspect of demonstrating that strategic planning needn’t be a completely serious, mind-numbing experience for executive participants.

Download 11 Not Stuffy for Work Ways to Spice Up Strategic Planning today. You’ll be ready to make EVERY DAY National Fun at Work Day! – Mike Brown

11 Hot Stuffy for Work Ways to Spice Up Strategic Planning

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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We have designed several branding strategy scopes of work recently where the available time between developing strategy and implementation is tight. In these cases, a critical question arises: How do you open branding strategy development to other partner organizations to create a seamless implementation process?

5 Ways to Open Branding Strategy to Multiple Marketing Agencies

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Here are five things we do to bring other marketing agencies in early to set them up for implementation success:

  1. Invite the partner organizations into all the planning activities for developing the branding strategy.
  2. Provide full visibility into all strategy development processes.
  3. Create expanded roles to ensure partners can contribute their expertise and strategic thinking early.
  4. Integrate the partners as active team members, even before their implementation roles begin.
  5. Let them help shape all the strategy outputs during planning.

In these ways, we open strategy development to marketing agencies so it’s not a closed process. This allows internal and external parties to look for ways to jump starts implementation planning as the branding strategy direction develops.

One Cautionary Note

One expectation behind this approach: any external partners must participate with the client’s best interests and success as the top priorities. If a partner expects full access but is intent on gaming the outcome to serve their interests, this level of openness won’t work to its full potential. I learned that lesson when I was on the client side and first put competitive marketing agencies together on project teams. It becomes clear quickly if a partner isn’t engaging with the best intentions. That’s an early indicator of big problems.

So, with an open process and the right attitude from participating marketing agencies, you can move seamlessly from strategy to implementation. – Mike Brown

Boost Your Brand’s Social Media Strategy with Social-First Content!

Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:

  • Understand more comprehensively what interests your audience
  • Find engaging topics your brand can credibly address via social-first content
  • Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content

Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!

Download Your FREE eBook! Boosting Your Brand with Social-First Content

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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Need to challenge your team to being imagining the future, realizing it may look hardly anything like today?

Originating in a long-term future visioning exercise we designed and facilitated for a client, we developed these questions to prompt a group’s thinking about dramatic future change. The point was to push them to consider the future as something other than a trend line based on yesterday and today.

Strategic Thinking Questions to Imagine a Radically Different Future

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Once you provide hypotheses on what you suspect the future will be like in your market, these strategic thinking questions are productive to reinforce dramatic changes ahead.

Ask the team (whether individually or in small groups), what if our future were:

  1. Seemingly magical?
  2. Totally surprising and unexpected at every turn?
  3. Unbelievably scary and threatening?
  4. All about only addressing exceptions from what was expected?
  5. Totally automated and run by robots?
  6. Rapid fire?
  7. Filled with data at every turn?
  8. Devoid of personal, face-to-face communication?
  9. Run by 125-year old people that haven’t reached retirement age yet?
  10. Run by 16-year-olds with 10x more intellectual horsepower, knowledge, experience, and energy than people five times their age?
  11. Playing out fine with no need for human involvement?
  12. Completely unpredictable?
  13. Unlike ANYTHING we have known so far?

Coupled with other exercises to envision a radically different future, these strategic thinking questions, all rooted in projected trends, will help push the group to consider new perspectives you need to prepare to address. – 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 personal success strategies do high performers employ to get and stay ahead in business?

Morton T. Hansen, a business professor at the University of California, Berkley, tackles that question in a new book: Great at Work: How Top Performers Do Less, Work Better, and Achieve More. (affiliate link)

According to Hansen’s article about the book in The Wall Street Journal, and based on a multi-year study of five thousand business people, the key difference in personal success strategies is the ability to be selective in taking on priorities and activities. High performers narrow the range of assignments they address and pour themselves into initiatives with intensity.

Four Personal Success Strategies for High Performers

Hansen lists four behaviors and perspectives to support selectivity for high performers:

  1. Reducing and simplifying activities
  2. Making specific trade-offs relative to new priorities
  3. Basing their work around value creation
  4. Innovating work process through varied strategies

These four personal success strategies provide a menu from which to improve your personal and team performance.

1. Simplifying Processes and Activities

Hansen discusses simplification and doing as few things as possible as important success factors. As he describes the strategy, it entails doing, “as few (things) as you can, as many as you must.”

One way to separate activities and priorities that deserve attention from those that don’t is through determining:

  • How much ability you possess to change something
  • The degree to which there is a return associated with a positive change.

Being able to make a big change with a significant return suggests an initiative to prioritize. To operationalize the strategy, we employ these questions:

  • Who is this initiative very important to, and how do they reward high performance?
  • Who would notice the impact of ignoring this?
  • At what point will the standards of everyone that matters already have been surpassed?

Within an organizational setting, there is a tendency to over-engineer simple. The simple way to simplify is to aim for as few moving parts as possible.

2. Making Trade-Offs with New Priorities

High performers are aggressive reprioritizers. In the face of new assignments and expectations, they say yes to the right things and no to things that will distract them and reduce performance.

One effective way to prioritize is to force yourself to make yes and no decisions. You can accomplish this by writing all your potential priorities on individual sticky notes. Place them on a wall or desk and select two priorities and compare them. Ask, “If I could only accomplish one of these priorities, which one is more important?” Place the priority you selected at the top of the wall or desk, with the other, lesser priority below.

Pick up another sticky note, asking the same question relative to the top-most sticky note. If the new sticky note is a more important priority, it goes on top, and the other moves down. If it’s not more important, keep moving down and asking the question (Is this one more important or is that one?) relative to each sticky note until it’s appropriately placed based on its importance.

This simple model provides a quick prioritization to help determine which priorities warrant focus when everything seems important.

3. Focusing on Value Creation

Concentrating on high-value-creation activities is another element setting high performers apart from others. Instead of checking every box on a to-do list, these individuals concentrate on activities where they can deliver the greatest value for internal and/or external customers.

Part of understanding value creation is being in touch with customers to stay abreast of how THEY perceive and prioritize value. Absent this knowledge, you run the risk of spending time and attention on activities of lesser importance.

We recommend asking three questions to identify value opportunities. You may answer them yourself, but they take on tremendous importance when those you serve provide input, so we encourage you to ask them, too.

  1. What do I deliver that provides tremendous value for others?
  2. What do I deliver that doesn’t provide real value for others?
  3. What do I focus on that has the potential for tremendous value, but falls short because of too little attention or focus?

Answers to the first and second questions should re-confirm the priorities from the previous trade-off exercise. Answers to the third question highlight areas that perhaps can become priorities through eliminating the distractions you identify in question two.

4. Innovating Processes

Hansen found that one way high-performing individuals add value is through improving processes that lead to high performance for others. You can use the priorities providing tremendous value as a starting point to look for innovation opportunities to enhance value to upstream and downstream individuals in your work processes.

For those upstream in the process, think through the view, style, and expertise this person will put into the work product for which you’ll assume responsibility. Identify where you can provide actionable feedback to better coordinate the activities between you.

For those after you in a process, identify what they expect from you. How can you anticipate what they may struggle with to help them work through challenging parts more successfully?

Enhancing Your Personal Success Strategy

Based on Hansen’s work, simplifying, prioritizing, maximizing value, and innovating are vital personal success strategies to lead you to high performance. Does that match your formula? – via Inside the Executive Suite

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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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