If you’ve participated in our Brainzooming presentations or workshops on social media strategy, content marketing, brand strategy, or even strategic thinking, you’ve likely heard a recommendation to read “Made to Stick,” the 2007 book by brothers Chip and Dan Heath (affiliate link). The primary message of "Made to Stick" is certain ideas ARE “made to stick” through what the Heath’s characterize as a SUCCES
Applying Made to Stick to Social Media Strategy
SUCCES is an acronym for six principles to help ideas resonate and stay with their intended audiences.
Slightly rearranged here, the underlying principles behind SUCCES are:
- Stories
- Unexpected
- Credible
- Concrete
- Emotional
- Simple
For an updated “Doing New with Less” workshop for a Transportation Marketing and Sales Association bootcamp next week, we are creating a social media module linking the SUCCES formula to social media strategy and stronger content marketing for an organization.
Here are some previous social media strategy links that support the "Made to Stick" framework:
Stories
- Blogging for Business – 11 Ways to Tell a Great Campfire Story in Your Business Blog
- Social Media Content Strategy – Building Characters in Your Organization
Unexpected
- Audience-Driven Branding – Thinking from the Audience’s Perspective
- Super Bowl Ads + Twitter + Cool Tweeps = The BZBowl Party! (An example of a wonderful CBS promo during a previous Super Bowl that used nearly all the SUCCES formula, including unexpected.)
Credible
- 26 Pieces of Advice for Dating and Social Media Success
- How to Brand a Company – 7 Types of Brand Language You Should Use
Emotional
- Communication and Social Networking – 3 Ways to Convey Emotions Clearly
- Content Strategy – Imagining Where Great Content Will Be at an Event
Simple
- A Week of Struggling for Simplicity – A Simple Strategy Check
- A Week of Struggling for Simplicity – The Simplicity of Next to Nothing
BTW, if you are in transportation, logistics, or simply want to get a strong overview on marrying stronger creativity with smaller marketing budgets, there is still time to register for the TMSA Marketing Bootcamp in Chicago. You can get all the details and register at the TMSA website. – Mike Brown
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