personal branding to start and grow your career
DESCRIPTION
Social Media" is a tool and a topic. It is a challenge and an opportunity. It has the strange ability to be all around us but remain elusive to some, and a mystery to many others. The subject of this interactive session will be to demystify social media and answer the question, "How can I use social media effectively to build and promote my own personal brand to start or grow my career through building a Personal Learning Environment - and do so in a way that is manageable and effective?"TRANSCRIPT
Dan Stuart
Personal Branding to Start and Grow Your Careerit’s not just for breakfast cereal anymore
• Chief Possibility Officer at Bayt.com• Director at Intilaq
• Head of Strategic Initiatives, Enterprise B.M. • English Department Head, AIS Kuwait, …
• M.Ed from U of T (impact of culture and language on collaborative e-learning)• Honours B.A. in History and English Literature
• with many labels…
So why should we listen to this guy?
Objectives:
and why do I need one?
• You tell me…• My own:• define terms• introduce some tools to spark exploration• what brands are doing• how brands are changing• apply to our own personal brand• broadcast, listen, and learn. Then repeat.• action points
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brandSo what is a
and how is it created?
…a logo?
…a classical ad?
…or a creative image or positioning?
From Procter & Gamble
From Marty Neumeier
Think of a brand and write a BPS
and why do I need one?
A positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.
Need some help getting started…?
and why do I need one?
For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe).
Quick check:
and why do I need one?
1. Is it memorable, motivating and focused to the core prospect?
2. Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition?
3. Can the brand own it? 4. Is it credible and believable?5. Does it enable growth?6. Does it serve as a filter for brand
decision-making?
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brandSo that’s a
then…?
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Nope!
A brand is what WE say it is!
and why do I need one?
The most a brand can do is define it’s “Brand Positioning Statement” and use that to shape their internal and external messages.
BUT.
How they live and present this message (medium and content), and MOST IMPORTANTLY, how WE perceive this message are what DEFINES THE BRAND.
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Ok, fine; but that’s it right…?
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Ok, fine; but that’s it right…? then Social
MediaARRIVES!
What is Social Media?
Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio.
But that’s not it entirely…
It’s how people engage, participate, and share online…
It started…
and grows…
It’s how people engage, participate, and share online…
and there’s more…
It’s how people engage, participate, and share online…
and more!
… it’s the experiences you leave behind
… and the shared meaning you create.
It’s…• 100,000,000 videos on YouTube• 4,000,000 articles on Wikipedia• 200 M blogs• 1 billion tweets on twitter• 200 M people on Facebook each month
It’s the Numbers and beyond
• 346,000,000 - number of people globally who read blogs
• 700,000,000 - number of photos added to Facebook monthly
• 273.1 minutes - time on average spent watching online video each month
• 55% - internet users who have uploaded and shared photos
• 57% - internet users who have joined a social network
• 93% - Americans online expect companies to have a social media presence
It’s more than 1 tool…but here’s a few samples:
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
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• What is social media – define terms x x x
and why do I need one?
Do you use Social Media?
When?Why?How?Who?
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So brands like it, and start using Social Media
, but…
Social Media Challenge #1
Companies have to overcome their fear.
• Learn to “let go”• Give control back to the consumer• Lose the limits imposed by legal• Reinvent PR to also listen and respond• But is the risk work the reward?
Social Media Challenge #2
This is a different kind of marketing.
• Stop thinking “campaign”• Stop thinking “channel(s)”• Beware of Business Week syndrome• Set objectives from the start – brand
statement• It’s so much more than “marketing,” but is
too
COMMUNICATION
Social Media Challenge #3
It starts with the community inside.
• Bringing community to the business silos• Socializing is the key to success• Watch out for company A.D.D.• End users can tell if your “family” is
dysfunctional
Social Media Challenge #4
Social media advocates are over-zealous.
• It’s not just brands who are challenged• The world wide echo chamber• Don’t follow the “shiny object”• Be loud by combining a million tiny voices• Prevent culture shock
Social Media Challenge #5
Consumers are suffering from fatigue.
• It’s a competition for consumer attention• They can afford to be picky• Human behavior is complex• But phony never flies
Beware the backlash…
Beware the backlash…
Beware the backlash…
Action plan?
Here’s the plan:
and why do I need one?
1. Research before engaging/connecting2. Determine Goals3. Personal or Branded Profile4. Build Equity and Credibility5. Track Metrics6. Less Structure is Better7. Listen and Observe Before Engaging8. Be Authentic9. Track, Measure, Iterate10.Don’t Just Strategize, Execute
Reinventing Customer Service
For some companies, this is already happening…
The Happy Customer
Zappos.com / Powered by Service
Zappos.com doesn’t sell shoes, they deliver “WOW” through service. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations. Free shipping both ways, an always open call center, and 365 day return policy are part of what sets Zappos apart.
"Hopefully, 10 years from now, people won't even realize we started out selling shoes." Tony Hsieh (CEO)
How Do You Measure Success?
Active Participation: 438 Zappos employees are on Twitter
Instant Access to Your Customers: 47,104 Followers on of the top Twitter accounts
Extending Your Reach: Increased traffic and search volume
More Efficient, More Effective:Limit the amount of advertising by focusing on a customer experience that generates WoM
Increasing the Bottom line:$928 million buyout by Amazon
For some companies, this is already happening…
For some companies, this is already happening…
The Unhappy Customer
Comcast’s New Nightmare
23,000 subscribers - how many blog readers Michael Arrington told when his Comcast service was down
1.3 million viewersis how many saw the video a Comcast customer recorded when a service technician fell asleep in his house
The customer’s voice is a powerful weapon…
Reinventing Public Relations
What Ford Heard…
“I am boycotting all companies that
receive bailout money. Join me and ask
others. We can make taking bailout money
so painful others will not suck the life’s
blood out of our children and
grandchildren.”
“If we all bought American, where would the competition and innovation be? Have you seen the junk on wheels they sell? The Big 3 haven't been selling what people want, but the foreign car companies have.”
Why are American cars still so unreliable? Nobody buys American anymore!!
Six in 10 oppose auto bailout…
Change The Conversation
The Trouble Ford Was In
• Consumers don’t trust corporations• Trust needs a face and a name• Enter the automotive crisis• Ford put into an interesting position• Can a bad situation be a brand defining
moment?
How Do You Measure Success?
Get Your Content Out There:100% traffic increase in past 4 months to thefordstory.com; 53,354 views for YouTube vid
A Strong Leading Man: Scott Monty has 14265 followers on Twitter and conducts almost daily interviews
Be the Brand Everyone Is Talking About: #12 in AdAge’s most social brands of 2008, next to Disney, Sony, Dell and Apple
Owning Your Story, Before It Owns You:Ford effectively changed the conversation around their position in automotive bailout
How are we each like a brand?
The brand is you but it doesn’t have to be scary
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personal brand
So what is a
and why do I need one?
Personal branding is the process whereby people and their careers are marked (and marketed) as brands. ttp://en.wikipedia.org/wiki/Personal_branding
personal brand statement
So what exactly is an
?
Remember our brands?
and why do I need one?
A positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.
Personal brand statement is a strong core statement that differentiates you from others and helps you gain a competitive advantage in your current and future jobs.
Position Yourself:Describe yourself – no, position your personal brand – in 140 characters or less.
GO!
Remember our quick check?
and why do I need one?
1. Is it memorable, motivating and focused to the core prospect?
2. Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition?
3. Can the brand own it? 4. Is it credible and believable?5. Does it enable growth?6. Does it serve as a filter for brand
decision-making?
personal brand How do you build a
?
Are there best practices?
What are the best practices for a conversation? What about for a relationship?
You can read books, attend seminars, but it all comes back to
who you are and who they are. There is one best practice to which there is no
exception…
BE REAL
You need a plan…(?)
Not that plan. But start by getting involved...
BroadcastListen
Are you ready to listen
Are you ready to listen …Be valuable and meaningful
…Reach out to your followers community
…Find ways to ignite conversation
Remember to be a great party host
Extend your reach beyond the web
Let’s remind ourselves of the plan:
and why do I need one?
1. Research before engaging/connecting2. Determine Goals3. Personal or Branded Profile4. Build Equity and Credibility5. Track Metrics6. Less Structure is Better7. Listen and Observe Before Engaging8. Be Authentic9. Track, Measure, Iterate10.Don’t Just Strategize, Execute
Extend our participation…
This becomes more difficult…
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
So the good news: Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.
Learn
Show up, but do more
Network for mutual benefit
Be everywhere
Follow the thought-leaders to become one
Show what you know
Join and engage
The bad news:something is missing…
LEARNING!!
This is HARD WORK
But it will get easier…
Take micro-learnings and crystallize them: PLE
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Personal Learning Environment
what you are doing (social media)+ where you are doing it (tools)+ listen and learning (best practices)+ aggregating this learning (wiki, brain)+ constructing learning artifacts (blog, google site)________________________________________________________________________________________________
= Personal Learning Environment
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• Move from broadcast and listen to 3) learn• Create a PLE• Google• Wordpress
and why do I need one?
Use Wordpress, or
Progression:
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• Move from broadcast and listen to 3) learn• Create a PLE• Google• Wordpress
and why do I need one?
Use Google Apps
Personal Learning Environments…
and why do I need one?
• Must include broadcasting and listening• AND learning• Are self-determined• Can include many tools• Require some aggregation to reduce
noise• Need a blog, Google site or wiki to build
learning artifacts• And these artifacts ARE your CV…
You brand is what YOU say it is…
and why do I need one?
…but not on a CV
Sure, a resume needs to be filled with unique accomplishments, and examples of impacting the bottom line.
It should be a Brand-focused resume
Your skills and unique value needs to transcend any particular industry.
You need to start learning other areas of the business, while mastering a specialty = you have to work much harder!
You need to become a Generalist AND a Specialist
You need to stand out
Your brand is what YOU say it is…BUT not on a CV
and why do I need one?
The most a CV can do is define it’s “Personal Brand Positioning Statement” and use that to shape their internal and external messages.
BUT.
How you live and present this message (medium and content), and MOST IMPORTANTLY, how OTHERS perceive this message are what DEFINES YOUR BRAND.
So don't be the: Be the:looking for a job person doing interesting things person
If you're busy doing things that matter to you/reward you, you're not only unique but you're also interesting.
It might also help you better define the behaviors you want to engage in vs. the inert, static job description you otherwise might have thought you wanted.
Finally, doing what you're supposed to do will land you right in the middle of the pack of all the other people doing exactly the same things.
Your Personal Brand is a reflection of your PLE
and why do I need one?
• Communication skills• Socializing skills• Subject matter expertise• Are you publishing, retweeted, quoted,
commented, recommended?
Start now…
and why do I need one?
• Tune your Facebook account• Get on Twitter• Check lists on TweetDeck – follow• Post, comment and engage• Create/boost your blog• Present yourself on SlideShare• Start following thought-leaders by
searching Technorati and using Google Readeer
• Use your blog to build a PLE
Let’s summarize the key points:
and why do I need one?
1. Research before engaging/connecting2. Determine Goals3. Personal or Branded Profile4. Build Equity and Credibility5. Track Metrics6. Less Structure is Better7. Listen and Observe Before Engaging8. Be Authentic9. Track, Measure, Iterate10.Don’t Just Strategize, Execute11. Add build a PLE to learn!
Thank you
Chief Possibility Officer - Bayt.comDirector – Intilaq
[email protected]/danstuart
www.danstuart.me