By Scott Zumwalt on July 28th, 2014 | Comment on this post

There is no viral button on the Internet. (While I’ve always wondered what the F6 button does on a Mac, I don’t think it helps a brand garner millions of video views).

That said, there are many ways a digital campaign can be structured to encourage social sharing and engagement and go viral. There is no one-size fits all approach, but there are many common traits that come along with running a popular online campaign.

As a die-hard Yankee fan, it gives me great pleasure breakdown one of the latest viral campaigns: Nike’s Jordan Brand’s #RE2PECT ad featuring Derek Jeter, which garnered 7 million YouTube views and countless social media posts over the past two weeks.

The ad opens with Bob Sheppard’s classic plate introduction, “Now batting, No. 2, Derek Jeter, No. 2.” It’s a voice that will forever send goose bumps down the arms of any Yankee fan. To see Yankees legends from late 1990s all together transition to the boy on his bed staring at the TV screen made every millennial Yankee fan reminisce of the glory days when bedtimes in October were often stretched past midnight.…

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By on July 28th, 2014 | Comment on this post

There’s no perfect recipe for rising up the CPG leadership ladder, but what ingredients have been most important for those who are currently leaders within their food and beverage companies? Lisa Walsh, vice president of PepsiCo Customer Management, has been with PepsiCo since 1999 working on things like trade engagement strategy, strategic partnerships with customers and e-commerce sales strategies, and certainly qualifies as a leader in CPG. She also represents the company within the Food Marketing Institute, Network of Executive Women and National Grocers Association.

SmartBrief talked with her about how she got to where she is, what lessons she learned along the way and advice she would offer to those hoping to follow in her footsteps.

Can you talk a little bit about your path to leadership at PepsiCo?

Early in my career I focused on learning the fundamentals of the industry. It started with gaining a solid understanding of data and analytics that drive the business as well as the mechanics of how product moves from “seed to shelf.” Knowing my business cold gave me credibility and visibility to move ahead.…

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By Devon Scheef and Diane Thielfoldt on July 25th, 2014 | Comment on this post

#484429103 / gettyimages.com

 

It hardly seems possible, but the time has come when high-potential millennials are assuming leadership roles.

If you take the long view, it makes sense to prepare your best, young professionals now for the big promotional step that their predecessors typically had to wait 10, 15 years or longer to expect. They’re already so “up to speed” on so many essential, differentiating aspects of the competitive marketplace that they add value now that renders the typical career maturing process obsolete. You want to keep them. And to keep them often means promoting them at a more accelerated rate than you might have normally.

Here’s the problem: They’re still young. And in many ways — judgment, emotional intelligence, perspective — they’re still immature. Fast-tracking their career path means that they necessarily skip essential skill-building and seasoning experiences that typically helped their older colleagues make wiser choices. To their credit, they know they need that extra support around critical developmental areas.…

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By on July 25th, 2014 | Comment on this post

See part 1 here.

Many people owe their careers to their ability to make small talk with senior people in their companies.

When you learn how to speak informally, you will demonstrate that you are someone who is comfortable in your own skin. And that trait is important to advancing your career.

 …

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By on July 25th, 2014 | Comment on this post

This month’s hottest stories from SmartBrief for the Higher Ed Leader span issues from MOOCs to enrollment at community colleges. For more education news and to keep up-to-date all summer long, subscribe to a daily email newsbrief.

1. What will higher education look like in 10 years?
Over the next decade, colleges and universities will be seeking secondary funding resources, embracing technology and offering more than traditional degrees, predicts University of Texas at Austin history professor Steven Mintz. Read more.

2. Why colleges must be more “intentional” about part-time faculty
College and university administrators must become more “intentional” about hiring contingent faculty, according to Paul Yakoboski, senior economist for the TIAA-CREF Institute. Read more.

3. Colleges in Ohio, Pa. lead list of most expensive schools
Ohio’s Miami University-Oxford was the most expensive four-year public institution in the country during the 2012-13 academic year with a net price of $24,674, according to U.S.…

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