thought leadershipoct2012
DESCRIPTION
Thought leadership presentation to architectural and engineering CEOs including a blueprint for action: research, innovation, academia, advocacy, educational events and public message. The second portion of this presentation highlights the importance of social media as a platform to spread the word.TRANSCRIPT
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Thought Leadership Individuals or organiza5ons who influence others by crea5ng, sharing, and advancing a dis5nc5vely original idea, a unique point of view, or an unprecedented insight into
their industry.
High Stakes Meeting Facilitation Team & Facilitator Training Conversational Keynotes, Breakouts and Panels Specializing in
Kristin J. Arnold, MBA, CMC, CPF, CSP © 2012 All Rights Reserved
Tel: 480.502.2100 or 800.589.4733
Fax: 480.502.2102 or 888.884.9132
Email: [email protected]
President, QPC Inc. – The Extraordinary Team
11890 E Juan Tabo Road, ScoSsdale, AZ 85255
www.ExtraordinaryTeam.com
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• Experiences your value before buying • Engages as partners vs. “vendor” • Earns trust and credibility as a trusted advisor
• Shortens the sales cycle • Diminishes price resistance
• Eliminates price negoHaHon
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COMPANY
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Establish viability Generate leads Grow sales Hire talent
MarkeHng collateral
Product informaHon Technical documentaHon “News” & press releases Awards Job openings
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Establish viability Generate leads Grow sales Hire talent Penetrate market
MarkeHng collateral Product informaHon Technical documentaHon “News” & press releases Awards Job openings Reports/presentaHons DisHlled content Repeats what is said in
marketplace
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Establish viability Generate leads Grow sales Hire & retain talent Dominate market Shape market/industry Offer leading edge
products/services Recruit/retain best
employees
MarkeHng collateral Product informaHon
Technical documentaHon
“News” & press releases Awards
Job openings & contribu3ons
Reports/presentaHons DisHlled content
Adds to what is said in marketplace
Shapes the language Trend analysis PublicaHons/white papers
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Image: dream designs / FreeDigitalPhotos.net
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• Focus on earning trust & credibility – Shares ideas openly – Is truth/evidence based – Does not overtly sell
• Visionary – Takes a bold stand – Frames new debates/discussions
• Provides new insights into challenges/issues – Analyzes trends – Makes informed, reliable predicHons
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Research/InnovaHon Academia
Advocacy
EducaHonal Events
Public Messaging
Thought Leader
Image: Wikipedia.org
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• Follow other Thought Leaders – Yes, and…. Yes, but….
• Market/compeHHve analysis • Industry trend analysis • Client surveys & interviews • InnovaHon pilots
Understand market drivers and develop innovaHve soluHons that capture the imaginaHon of current & prospecHve customers
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• Partner with University/colleges – Connected to customer base or
– Considered as Thought leader/center of excellence • Sit on affiliated boards
• ParHcipate as guest lecturers/adjunct faculty • ParHcipate in university learning opportuniHes • “Validate” student projects/findings • Create an internship program • Write textbooks
ParHcipate and frame academic research to influence and shape the industry
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• Government/legislaHve
• Industry AssociaHons • Standards Boards • Other Influencing OrganizaHons
• Other thought leaders
• Join • ParHcipate • Get Involved
– PresentaHons – CommiSees – Leadership PosiHons
Influence policies, procedures and commonly accepted best pracHces
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• Focus/User Groups – Develop case studies
• Training & Webinars • Symposiums
– Topical focus – Emerging trends
– Best pracHces • Online Community Groups
Convene events to further educate your customers, prospects, advocates and influenHals (your tribe)
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• Ad campaigns & Press Releases
• ArHcles/NewsleSers • Speaking Events • Tradeshows/Conferences • Awards • Website • Social Media
Push out relevant messages to your “tribe”
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Image: wplip.com
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1. Start with what your “tribe” cares about 2. Create compelling content
3. Repurpose 4. Post where they are! 5. Be consistent
Image: www.rubiks.com
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Give Me Value
Entertain Me Be Authen5c
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Lists & Checklists: Easily digested content
Contests: CompeHHon creates buzz
Viral Videos: Worth watching
Infographics: Visuals of complex informaHon
Contrarian: Opinions worth discussing
How‐To Guides: Show and tell
Expert Ar5cles: Best pracHces & case studies
Online Community: Discussion & collaboraHon
Apps & Widgets: Shortcuts
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• What your tribe cares about • Content PLUS ideas, point of view, insights • High Leverage Topics • Current Events – NaHonally, regionally, locally, company
• Along the value chain you operate in
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• Full of keywords • One outbound link • One inbound link • Call to acHon – To converse – To check you out – NOT to buy
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Blog aka “News”
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• Quick posHngs (LI, FB, TwiSer)
• Books, ebooks, epubs, newsleSers, white papers, case studies, execuHve summaries, advertorials
• Podcasts, teleseminars, webinars, slideshows
hSps://commons.wikimedia.org
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Inspire dialogue with your tribe & other Thought Leaders
Image: wplip.com
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• B2C & the social side of your business • Page for orgs; Profile for personal • Show employee engagement – Informal social conversaHons, pictures
hSp://blog.hubspot.com/blog/tabid/6307/bid/31633/The‐Complete‐Guide‐to‐Seung‐Up‐the‐New‐Facebook‐Page‐Design.aspx
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• B2B • Company profile full of keywords
• More professional in tone
• Business conversaHons only • Host (not own) a group. Be a catalyst • Use polls and answer features
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• SMS communiHes, influenHals, media – Create “lists”
• Highly searchable • 140 characters – like SMS
• Shortened links (bit.ly) • Leave room for a RT
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• Short How‐to’s • InteresHng factoids • Cool experiments
• Turn the boring into bravo!
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• Linked to LinkedIn • Post interesHng slideshows • May (or may not be) used in a presentaHon
This presentaHon is at hSp://www.slideshare.net/krisHnarnold/
thought‐leadershipoct2012
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• Visual bulleHn board • Showcase your products and services • Display other items your customers are interested in while working with you
• Archive board that gives a visual history • Behind the scenes content that shows the people behind your brand
Source: Hubspot.com
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• You and your leadership team
• “A” Players • Advocates • Online ReputaHon Manager
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• Update website weekly – Promote public events & webinars – Post/SEO/update blog and vlogs – Post new arHcles & ezines – Monitor Google AnalyHcs,
Hootsuite.com, Klout.com, kred.com to determine what drivers are working to increase traffic
– Increase traffic incrementally • Blog
– Coordinate blog updates – Monitor and manage blog traffic – Increase blog hits incrementally
• Social Media – Repurpose blog to TwiSer, Linked In, FB
& vlogs to YouTube – Monitor social media accounts/traffic
daily – Increase TwiSer & LinkedIn followers
• Events (Webinars/podcasts) – Build promoHons around events – Generate aSendees – live/website
• Ezine – Promote webinars/podcasts/events – Promote books & arHcles – Insert video – Coordinate guest columnist – Coordinate “Feature” – Increase sign ups, reduce unsubscribes,
increase pass alongs (viral) • Public Rela5ons
– Monitor public relaHons opportuniHes – HARO
– Get arHcles posted – Get arHcles placed – Get press releases placed – Drive people to website from PR efforts
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• Google Alerts • SocialmenHon.com
• Twilert.com
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When you have something to say
ScoS StraSen www.unmarkeHng.com
When you have something to
say!
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• Lagging are obvious – Sales Growth etc.
• Leading not so clear – AcHviHes – Klout score
hSp://www.slideshare.net/AlHmeter/the‐rise‐of‐digital‐influence
• Your tribe calls you a thought leader! • Wikipedia
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Long term strategy
Image: hSp://communiHes.ptc.com/
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1. IdenHfy customer challenges/issues 2. Scan your compeHtors – find a new space 3. Frame your area of experHse 4. Set objecHves and KPIs 5. Commit to the strategy for the long term 6. IdenHfy “willing” experts/champions 7. Create a collaboraHve plan to move forward 8. Leverage and package your content 9. Infuse thought leadership into your culture
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“Simple, great thought leadership means
never having to ‘pitch’ or ‘sell’ for business.”
Gautam Ghosh, Partner Accenture