Download - CIM Personal Branding Presentation

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Punch Above Your Weightv 3.0

Dr Alan Rae, Managing Partnerwww.howtodobusiness.comDr Lisa Harris, University of

Southampton

http://www.howtodobusiness.com/



Why 3.0

Web 1.0 - Find MeWeb 2.0 - Join MeWeb 3.0 - Follow Me

Thomas Power – Chairman of Ecademy



Who we are• Dr Lisa Harris is a Senior Lecturer in Marketing at

Southampton University School of Management. She is a Chartered Marketer and a member of the Chartered Institute of Marketing International Board of Trustees.

• Dr Alan Rae is Managing Partner of AI Consultants which researches how small companies use IT and develops training programmes for small companies themselves or those who need to work with or sell to them. He is a Fellow of the CIM and sits on its membership and research advisory groups.



The ‘Punch Above Your Weight’ Research

Project• We are studying how small firms are maximising

their marketing effectiveness with Web 2.0 tools– Funded by West Focus– Builds upon the 2006 ‘Abandoned Heroes’ project

involving 400 SMEs in London and South East – 30 follow up F2F interviews in took place in 2007 – Project output to date is 3 academic papers, a CPD

training course and e-book– Our current phase of the project is examining

• 12 detailed case studies of SME “collaborative gangs”• Online and offline networking styles in SMEs



“Change we can believe in”

• $28m average raised per month in online donations• 92m views of display ads per month• 2.2m site visitors per month• 9.8m video views on YouTube• 1,997,530 supporters of the Obama Facebook Group• 91,367 followers on Twitter



Small Company Marketing – the reality

1. It’s about generating leads2. You need a strong story that connects you to

your customers3. You have only so much time available for sales

and marketing – 12 hours on average4. But it can’t be dear and it can’t eat your time5. You need to use the internet to prospect for

you – to generate warm leads. If you’re clever you can get a 40% boost



How you do it• Turn your story into keywords• Test them using Google ad-words• When you’ve got them put them into

– anchor text • Small Business Marketing course sits over• www.1manbrand.co.uk

– Headlines, page title, keywords metatags– Tags for any online materials you create

• Create additional places you can link from– Blogs, Social network sites, other people’s sites

http://www.1manbrand.co.uk/



This is how it fits together

Social Networking Platform like ECADEMY helps you organise

TELLING IT On-Line TELLING ITFACE TO

FACE

OnlineNetworking Face to Face

Networking

YOUR WEBSITE

Online ProfileBlog writing

MarketplaceAdverts

PAY PERCLICK ADS

TELLS YOUWHAT PEOPLESEARCH FOR

AND HELPS DECIDE

WHAT’SYOUR STORY

TELLINGIT IN

WRITING

EmailAutoSignature

Brochures &Direct Mail

PRProduct Sale

Podcasts!Video clips

Download White Paper,podcast etc In exchange for

permission to contact

CRMDatabase

Offers by email, ezines etc

SOMEONEELSE’S

SITE / LENSLinking StrategyAffiliate Links

Workshops

Enquiry

Subscription



What can you practically do?

• For services it’s like a play – – The action is networking and sales– The scenery is the online activity– It projects your personal brand based on

• How well you know your subject• How well you perform with your clients• How easy to work with you are• How memorable you are



The CIM’s view of Brand



When you start in business

• You work out a story that connects you to your customers

• And tell it in as many places as you can– Face to Face– Online– In Writing



As you get more established

• Other people tell your story for you– Partners– Advocates– Existing Customers

• Your way of doing business becomes as important as the products to the customer– Reputation– Look and feel– Company personality



Eventually it takes on a life of it own

• It becomes a brand– It attracts business over and above your direct

marketing efforts– It becomes the company’s personality– It can be used to endorse new products to give them

a leg-up

• And it has a value – called brand equity– It needs protecting– It adds value to the company– In today’s corporate businesses intangible value

represents up to 85% of the share price



For Customers

• It reduces risk – Accreditations • Soil Association• KiteMark• Trade Association membership



Values of some Brands• Coca Cola $69 Billion• Microsoft $64 Billion• IBM $51 Billion• GE $41 Billion• Intel $31 Billion• Nokia $30 Billion• Disney $29 Billion• McDonald’s $26 Billion• Marlboro $24 Billion• Mercedes £21 Billion



You can’t start too early to construct a brand

• It’s like quick drying cement

• But it has to be congruent

• It has to represent where you are now…

• ……………and where you are going to be

• And it has to be realistic – tangible - attractive



Early history is defining

• First Product• First channel of distribution• First positioning• First campaign• First events• First CEO• Corporate Visions and values

• These produce a brand prototype which eventually leads to a brand identity



It has to position you- at a glance

• This depends on your place in the market and the values of the people at that point in the market

• It depends on what you want from the business and how you do business

• And it depends on whether you are selling goods or services.



So your narrative must capture

• Your emotional values• Your customer’s personality and values• Your relative positions in the business

landscape• Both sets of needs and wants



And it needs symbolising

• The brand expresses this relationship

– In words– In visuals– In sound– In experience



Brands reduce risk for some customers

• It suggests that those are the people who are most influenced

• It helps them decide quicker – on automatic pilot – to buy your product

• Early adopters / those buying on technical merit seem to trust themselves more



It’s about what phrase you want to own

• In the customer’s mind?• In Google’s mind?

• It needs to capture what’s memorable– about you– your way of doing things– your products– your values.



Your task is to build a brand that attracts business to you over and above what you can do by selling

and networking



You have limited timeMedian marketing activity is

12 hours a weekOur current research tells us that – 25% do more than 8 hours a week on line– In that time you can write one blog article and keep a

presence on one and a half social networks.– The front runner for business seems to be Linked-in

then Ecademy which combines on line and offline– Conventional face to face activity with a bit of PR and

adwords spend seems to be what people actually do.– But here are some examples of what some more

adventurous souls have done



Our “Gifted Amateurs”

• Most interesting are those running “ordinary” companies:– Ellis Pratt (Cherry Leaf Technical Authors)

“Conversation, Aggregation, Collaboration”– Mike Southon, the “Beermat Entrepreneur”– Andrew Woolley (Lawyer) outsources lead

generation, talks, good online material, Ecademy– Martin Bamford – IFA. Ecademy, books, Squidoo.

• And we’ve included one who’s really different – Gary Vaynerchuk – Viddler, Blogs etc



Ellis Pratt – CherryLeaf

• Technical communication company based in Brighton, Heathrow and Thame

• Expertise in single sourcing (reusing content) and online Help.

• www.cherryleaf.com/blog.htm• www.twitter.com/ellispratt (150 followers)• Over 500 connections on LinkedIn

http://www.cherryleaf.com/blog.htm

http://www.twitter.com/ellispratt



Twitter• Microblogging• Can be fed via twitterfeed

– From Ecademy– From the Blog– Via utilities like Twhirl

• People follow you – you combine interesting snippets with a modest amount of promotional activity



Twitter• Twitter users are early adopters of web

technologies• They are well educated, influential and

earn high salaries• They are receptive to advertising and are

likely to talk about products to ‘spread the word’



Personal Branding with Twitter

• Provide feedback. Become known as a reliable and informative source of help to your network

• Get Feedback. Ask for advice and you’ll receive ‘collective intelligence’ from your network• Hire People. Send out a message to your followers asking for recommendations. • Direct traffic. Include links in a tweet to direct traffic to your blog or to the recommended

posts of others. • Read News. subscribe to feeds for specific websites/conferences, or from content providers

such as the BBC. • Make New Friends. Twitter allows you to befriend and track the messages of other users. • Network for benefits. Interact with other like-minded people, or experts in your field. Develop

relationships for future mutual benefits such as testimonials or peer recommendations. • Business Management. Twitter can be used as a company intranet that connects employees

to one another, for example when working remotely or on collaborative projects • Notify or Support Your Customers. Advise your customers of new products, or address

their technical queries/complaints.• Find Prospects. Twitter can be used as a means to find potential customers or clients online.

Do a search for keywords related to your product on Twitter Search and then follow users. • Provide Live coverage. For example to provide real time coverage of conference keynotes • Set Up Meetings. An informal and casual way of arranging adhoc meetings.

http://search.twitter.com/



Practical examples• http://uk.youtube.com/watch?v=ddO9idmax0o

(Twitter in Plain English)• Suggested examples to follow:

– www.twitter.com/delloutlet– www.twitter.com/gmblogs– www.twitter.com/barackobama– www.twitter.com/gartner_inc– www.twitter.com/davechaffey– www.twitter.com/bbcnews– www.twitter.com/johncleese– www.twitter.com/tubeupdates– www.twitter.com/lisaharris

http://uk.youtube.com/watch?v=ddO9idmax0o

http://www.twitter.com/delloutlet

http://www.twitter.com/gmblogs

http://www.twitter.com/barackobama

http://www.twitter.com/gartner_inc

http://www.twitter.com/davechaffey

http://www.twitter.com/bbcnews

http://www.twitter.com/johncleese

http://www.twitter.com/tubeupdates

http://www.twitter.com/lisaharris



Mike SouthonBeermat Entrepreneur

• Mike is a “Star” – he earns his living by talking

• Every minute he’s not talking – he’s losing money

• His approach is “outsource everything”• He found a really good author – Chris

West – to work with



History• He wrote the Beermat Entrepreneur – based on his

experiences as the sales cornerstone of a Unix Training company

• He acquired the DTI’s “Beyond Bricks” network which became a trusted network on Ecademy

• He ran “Beermat Monday” for a few years• He created Sales on a Beermat and Marketing on a

beermat• He got some third parties – Louise Third – to be precise

to write PR on a Beermat.• He offers training programmes in these spaces

– Podcasts, books, courses• And does keynote speeches – he’s good – we’ve worked

with him a couple of times



He does write some stuff himself

• Columns for Business Clubs

• Monthly e-zine

• And he interviews people for his pod-casts



Monthly E-zine



Beermat.Biz



Sales Page



Mike is his own product



Andrew Woolley

• Is a lawyer specialising in divorce

• He has been an IT early adopter – we first met him in 2003 when we were doing some broadband promotions for the DTI

• He has been on Ecademy for a long time – a real early adopter.



Here he is in 2003



We interviewed him last year

• He was moving from business law to divorce at that time

• He was the one person we talked to who really seemed to “get” the sales pyramid

• He knew what his ratios were – and managed accordingly



Blogs on EcademyAndrew is ranked 59th – 19 blogs in 3 months



His Ecademy Profile



His Web Site



His Newsletter



Tags and Keywordshe’s actually used someone

who knows what they’re doing!• <title>Divorce and Family solicitors: solicitor UK: divorce

lawfirm</title> <meta http-equiv="Content-Type" content="text/html; charset=windows-1252">

• <meta name="keywords" content="divorce advice, divorce solicitors, divorce England, UK family solicitor, matrimonial law, family law, family advice, family solicitors" />

• <meta name="description" content="UK family and divorce solicitors providing advice on divorce and family law – call 0800 3212832" /> <meta name="author" content="Website designed and developed by Zarr - http://www.zarr.com" /> <link type="text/css" href="/styles.css" rel="stylesheet" media="screen" /> <link type="text/css" href="/print.css" rel="stylesheet" media="print" />



So here is Andrew’s Autosignature when he blogs on Ecademy

Each phrase is a key word that is the anchor textFor a specific page on his site



This Builds yourBrand in Google’s mind



What does this sayabout Andrew’s brand?

• Up to date• Efficient• Easy to deal with• Complete range of services• Sensible blend of online / off line activity• A problem fixed



Gary Vaynerchuk• http://garyvaynerchuk.com/2008/07/01/the-personal-brand-gold-rush

-is-going-on-where-are-you/• Gary’s Internet celebrity can be attributed to his pioneering, multi-

faceted approach to personal branding and business building. • Over 6 years, Gary and his father Sasha rebranded the family

business as Wine Library and transformed it from a local store doing $4 million in annual sales to a $50 million national industry leader.

• In 2006, Gary launched Wine Library TV (WLTV), a free daily video blog in which Gary tastes and reviews wines in a creative way.

• In 2008, Gary became increasingly known throughout the Web 2.0 community through F2F conference speeches and his hyperactive online networking.

• Gary’s rationale is that with the proper utilisation of social media, brand building is simply a matter of passion, effort, and time.

http://garyvaynerchuk.com/2008/07/01/the-personal-brand-gold-rush-is-going-on-where-are-you/

http://garyvaynerchuk.com/2008/07/01/the-personal-brand-gold-rush-is-going-on-where-are-you/



Gary in Action



Wine Library TV



http://personalbrandingblog.wordpress.com



Where is personal branding going

• Advocacy

• Authority

• Face to face + Online balance

• Virality

Download - CIM Personal Branding Presentation

Top Related