Dan Stuart
Learning & Career Growth through Social MediaDon’t be the “looking for a job” person
Copyright (c) Dan Stuart 2009
• Formerly:• Chief Possibility Officer at Bayt.com• Director at Intilaq • English Department Head, AIS Kuwait• High School Teacher• Ski & Snowboard Instructor• Mountain Bike Guide• Swimming Pool Builder
• M.Ed from U of Toronto• Honours B.A. in History and English Literature
So why should we listen to this guy?
Copyright (c) Dan Stuart 2009
• Currently:• Founder & CEO at GoNabit.com
• Pioneering social commerce and group buying in the MENA region in order to grow a globally successful online institution.
So why should we listen to this guy?
Copyright (c) Dan Stuart 2009
Progression:
• So what do Publishers
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brandSo what is a
and how is it created?
Copyright (c) Dan Stuart 2009
…a logo?
Copyright (c) Dan Stuart 2009
…a classical ad?
Copyright (c) Dan Stuart 2009
…or a creative image or positioning?
Copyright (c) Dan Stuart 2009
Copyright (c) Dan Stuart 2009
From Procter & Gamble
Copyright (c) Dan Stuart 2009
From Marty Neumeier
Think of a brand – like your MBA program: write a BPS
and why do I need one?
Copyright (c) Dan Stuart 2009
BPS: 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.
For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe).
Criteria for Evaluating a Positioning Statement
and why do I need one?
Copyright (c) Dan Stuart 2009
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?
Progression:
• So what do Publishers
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brandSo that’s a
then…?
Copyright (c) Dan Stuart 2009
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• So what do Publishers
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Nope!
Copyright (c) Dan Stuart 2009
A brand is what WE say it is!
Copyright (c) Dan Stuart 2009
Brands can define it’s “BPS” and use that to shape their internal and external messages,
BUT
brands are defined by how they live and present this message,
AND
how WE perceive this message.
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Ok, fine…but that’s it right…?
Copyright (c) Dan Stuart 2009
Progression:
• So what do Publishers
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Ok, fine…but that’s it right…?
Copyright (c) Dan Stuart 2009
then Social MediaARRIVES!
It’s how people engage, participate, and share online…
WHAT IS SOCIAL MEDIA?
It’s how people engage, participate, and share online…
It’s how people engage, participate, and share online…
… the experiences they leave behind
… and the shared meaning they create.
It’s…• 100,000,000 videos on YouTube• 4,000,000 articles on Wikipedia• 200,000,000 blogs• 3,000,000,000 tweets on twitter• 200,000,000 people on Facebook each month
Ask Yourself: Do you use Social Media?
WhenHowWith WhoWhereWhy
Social Media Certainly Has Its Challenges:
• Companies have to overcome their fear.
• This is a different kind of marketing.
• It starts with the community inside.
• Social media advocates are over-zealous.
• Consumers are suffering from social media fatigue.
COMMUNIC
ATION
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
Progression:
• So what do Publishers
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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? Same Thing…
and why do I need one?
Copyright (c) Dan Stuart 2009
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.
Position Yourself:Describe yourself – no, position your personal brand – in 140 characters or less.
GO!
Criteria for Evaluating a Positioning Statement
and why do I need one?
Copyright (c) Dan Stuart 2009
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
Do I need a plan…(?)
Yes. Because showing up is not enough
And No. But start. Join and engage
Are you ready to listen …Be valuable and meaningful
But be ready to talk AND listen
Be everywhere
Follow the thought-leaders to become one
…Reach out to your community
…Find ways to ignite conversation
Show what you know
Remember to be a great party host
Extend your reach beyond the web
Network for mutual benefit
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
This becomes more difficult as you add more channels…
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
And this can become even more difficult…
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Personal Learning Environment
Progression:
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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?
and why do I need one?
Copyright (c) Dan Stuart 2009
Noisy?
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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?
and why do I need one?
Copyright (c) Dan Stuart 2009
Not all fun?
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• What is social media – define terms x x x
and why do I need one?
and why do I need one?
Copyright (c) Dan Stuart 2009
Still too noisy?
and why do I need one?
Copyright (c) Dan Stuart 2009
Try this…
Progression:
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• What is social media – define terms x x x
and why do I need one?
Your own Personal Learning Environment:
• Use current social sites• Mix in some more - discover• Self-cast, listen and learn• Record micro-learnings• Reflect and document learnings• Document achievements
• You win: you learn• We win: you add (meaningfully) to the
knowledge collective
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
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
and why do I need one?
Copyright (c) Dan Stuart 2009
My Final Thoughts…
You need to start learning other areas of the business, while mastering a specialty
Become a Generalist AND a Specialist
Don't be the: Be the:looking for a job person I'm 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.
and why do I need one?
Start selling
Case in point
and why do I need one?
…me
Dan Stuart
Founder & CEO – [email protected]
twitter.com/gonabit
twitter.com/danstuartwww.danstuart.me