Hi! I’m Mike Schneider, but I go by @SchneiderMike. It’s one name, like “Ronaldinho”.
I have been a technology guy since my dad the engineer taught me how lightbulbs work in graphic detail at age 4, got us a an Atari 2600 at age 5 and began programming with our Apple 2+ at age 7. It has become my personal mission to stay on top of new tech developments. My mom was more of an artist and taught me the importance of creativity, beauty and design. So I have made my home at the collision of tech, stories and design. I have been a CMO, product designer and developer. I care deeply about the experience and profitability and know how to strike the balance with personality, elegance and integrity. Metrics? Such. A. Data. Geek. My MO is to find the truth and get everyone in the organization aligned on success.
Building a brand is part culture, part product and part audience and it evolves with the growth of your company. When I build brands, I start by understanding today’s product and its roadmap to make it aspirational enough that the company can grow and not have to change the brand every month. Every piece of the communication strategy falls out of the groundwork we lay in brand building exercises. That said, you would be surprised how much you can do before you ever have a brand.
Building products is more than documenting a vision. Teams need to be assembled and the path to victory needs to be made clear. It is important to optimize against development of features and building the product that will give your users a chance to experience your baby in a way that makes them feel the emotion you want them to feel, like it is a natural part of their flow and excited to come back. Listening a lot is key. The roadmap is key and it needs to align tightly with the development process and the communication strategy.
Whether you want to build awareness through though leadership, sell your product or acquire users, content is everything. The conversation about products is about a lot more than your marketing. Consumers and enterprises make decisions based on the network affect versus your messaging. Everything a company says can be validated so it is more important to use content to connect with media, influencers, customers and friends now than it ever has been. My expertise lies in using paid, owned and earned social, location, digital and mobile channels to communicate and influence. And we take all functions into account when building content strategy across 5 conversation types. It is a lot to consider and it needs to be prioritized properly, but results are highly measurable and it works.
When you have a product, the most important thing is your funnel. Getting THE RIGHT people into the funnel is only part of the battle. The next part is getting them to do the thing you want them to do. I build these highly measurable cross-channel communication strategies and execute them with my teams.