personal branding - arise roby
TRANSCRIPT
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PERSONAL BRANDING TO
GROW YOUR CAREER
ARISE TRAINING & RESEARCH CENTER
A ARISEROBY PRESENTATION
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• 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?
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Objectives:
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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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Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here
brandSo what is a
and how is it created?
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…a logo?
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…a classical ad?
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…or a creative image or positioning?
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From Procter & Gamble
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From Marty Neumeier
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Think of a brand and write a BPS
ARISE TRAINING & RESEARCH CENTER
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.
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Need some help getting started…?
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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).
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Quick check:
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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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Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here
brandSo that’s a
then…?
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Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here
Nope!
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A brand is what WE say it is!
ARISE TRAINING & RESEARCH CENTER
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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Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here Ok, fine; but that’s it right…?
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Progression:
• So what do Publishers
Insert Text Here
ARISE TRAINING & RESEARCH CENTER
• Insert Text Here Ok, fine; but that’s it right…? then Social
MediaARRIVES!
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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…
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It’s how people engage, participate, and share online…
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It started…
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and grows…
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It’s how people engage, participate, and share online…
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and there’s more…
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It’s how people engage, participate, and share online…
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and more!
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… it’s the experiences you leave behind
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… and the shared meaning you create.
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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
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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 presenceARISE TRAINING & RESEARCH
CENTER
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It’s more than 1 tool…but here’s a few samples:
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
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• What is social media – define terms x x x
and why do I need one?
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Progression:
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Progression:
Insert Text Here
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• What is social media – define terms x x x
and why do I need one?
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Do you use Social Media?
When?Why?How?Who?
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Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here So brands like it, and start using Social Media
, but…
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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?
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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
ARISE TRAINING & RESEARCH CENTER
COMMUNICATION
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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
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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
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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
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Beware the backlash…
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Beware the backlash…
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Beware the backlash…
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Action plan?
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Here’s the plan:
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
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and why do I need one?
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ARISE TRAINING & RESEARCH CENTER
Reinventing Customer Service
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For some companies, this is already happening…
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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) ARISE TRAINING & RESEARCH
CENTER
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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
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For some companies, this is already happening…
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For some companies, this is already happening…
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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…
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Reinventing Public Relations
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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.”
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“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…
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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?
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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 bailoutARISE TRAINING & RESEARCH
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How are we each like a brand?
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The brand is you but it doesn’t have to be scary
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Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here
personal brand
So what is a
and why do I need one?
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Personal branding is the process whereby people and their careers are marked (and marketed) as brands. ttp://en.wikipedia.org/wiki/Personal_branding
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personal brand statement
So what exactly is an
?
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Remember our brands?
ARISE TRAINING & RESEARCH CENTER
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.
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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.
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Position Yourself:Describe yourself – no, position your personal brand – in 140 characters or less.
GO!
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Remember our quick check?
ARISE TRAINING & RESEARCH CENTER
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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personal brand How do you build a
?
ARISE TRAINING & RESEARCH CENTER
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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 REALARISE TRAINING & RESEARCH
CENTER
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ARISE TRAINING & RESEARCH CENTER
You need a plan…(?)
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Not that plan. But start by getting involved...
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Broadcast
Listen
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ARISE TRAINING & RESEARCH CENTER
Are you ready to listen
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ARISE TRAINING & RESEARCH CENTER
Are you ready to listen …Be valuable and meaningful
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ARISE TRAINING & RESEARCH CENTER
…Reach out to your followers community
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ARISE TRAINING & RESEARCH CENTER
…Find ways to ignite conversation
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ARISE TRAINING & RESEARCH CENTER
Remember to be a great party host
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ARISE TRAINING & RESEARCH CENTER
Extend your reach beyond the web
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Let’s remind ourselves of the plan:
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
ARISE TRAINING & RESEARCH CENTER
and why do I need one?
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Extend our participation…
ARISE TRAINING & RESEARCH CENTER
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This becomes more difficult…
ARISE TRAINING & RESEARCH CENTER
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
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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.
ARISE TRAINING & RESEARCH CENTER
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Learn ARISE TRAINING & RESEARCH
CENTER
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Show up, but do moreARISE TRAINING & RESEARCH
CENTER
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Network for mutual benefitARISE TRAINING & RESEARCH
CENTER
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Be everywhereARISE TRAINING & RESEARCH
CENTER
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Follow the thought-leaders to become oneARISE TRAINING & RESEARCH
CENTER
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Show what you knowARISE TRAINING & RESEARCH
CENTER
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Join and engageARISE TRAINING & RESEARCH
CENTER
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The bad news:something is missing…
ARISE TRAINING & RESEARCH CENTER
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LEARNING!!
ARISE TRAINING & RESEARCH CENTER
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This is HARD WORK
But it will get easier…ARISE TRAINING & RESEARCH
CENTER
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Take micro-learnings and crystallize them: PLE
ARISE TRAINING & RESEARCH CENTER
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Personal Learning Environment
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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
ARISE TRAINING & RESEARCH CENTER
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Progression:
Insert Text Here
ARISE TRAINING & RESEARCH CENTER
• Move from broadcast and listen to 3) learn• Create a PLE• Google• Wordpress
and why do I need one?
Use Wordpress, or
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Progression:
Insert Text Here
ARISE TRAINING & RESEARCH CENTER
• Move from broadcast and listen to 3) learn• Create a PLE• Google• Wordpress
and why do I need one?
Use Google Apps
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Personal Learning Environments…
• 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…
ARISE TRAINING & RESEARCH CENTER
and why do I need one?
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You brand is what YOU say it is…
ARISE TRAINING & RESEARCH CENTER
and why do I need one?
…but not on a CV
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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.
ARISE TRAINING & RESEARCH CENTER
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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
ARISE TRAINING & RESEARCH CENTER
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You need to stand outARISE TRAINING & RESEARCH
CENTER
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Your brand is what YOU say it is…BUT not on a CV
ARISE TRAINING & RESEARCH CENTER
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.
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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. ARISE TRAINING & RESEARCH
CENTER
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Your Personal Brand is a reflection of your PLE
• Communication skills• Socializing skills• Subject matter expertise• Are you publishing, retweeted, quoted,
commented, recommended?
ARISE TRAINING & RESEARCH CENTER
and why do I need one?
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Start now…
• 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
ARISE TRAINING & RESEARCH CENTER
and why do I need one?
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Let’s summarize the key points:
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!
ARISE TRAINING & RESEARCH CENTER
and why do I need one?
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Thank you
ARISE TRAINING & RESEARCH CENTER