spinning your way to success
Post on 17-Oct-2014
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How an executive or ambitious person in business can spin their way to success - creating and communicating the optimal personal brand through social mediaTRANSCRIPT
SETTING YOURSELF UP TO EXPLOIT SOCIAL MEDIA
BRANDING AND SOCIAL MEDIAA SEMINAR WORKSHOP
November 2013
WELCOME
Judith Darlington General Manager
WA Club
AGENDA
The Theory Spinning and Branding Social Media
INTRODUCTORY REMARKS
THE THEORY
• Spinning • Branding• Channels (social media)
SPINNING
• PACKAGING and FRAMING:- Attract attention- Engage the target- Generate understanding- Encourage behaviour
• ESTABISHING:- Authenticity- Credibility- Integrity- Sustainability
• LEVELS:- Corporate- Personal- Global- Discrete
• ISSUES:- Brand definition- Behaviour and culture- Brand communication- Global branding- Message framing- Issues management
BRANDING
• Personal • Corporate • Product • Service
CORPORATE BRANDING
• VISION – what you want to achieve or create
• VALUES - what you stand forb and believe in
• PERSONALITY – what you are like to deal with
• POSITIONING – what sets you apart and makes you preferred
PERSONAL BRANDING
• VALUES – what do I believe in?
• PERSONALITY – what am I like to deal with?
• OFFERING – what am I offering audiences?
• UNIQUENESS – what makes me unique?
SERVICE/PRODUCT BRANDING
• WHY – does the product or service exist – what need does it address?
• WHAT - values underpin it – what does the manufacturer stand for?
• HOW - is it unique or better – what differentiates it from alternatives?
• WHO – will buy it – what are they buying?
SOCIAL MEDIA
SOCIAL MEDIA CHANNELS
SOCIAL MEDIA BENEFITS
• CONTROL – your own media channels• COMMUNICATION – talking and listening• RESEARCH – learning about the audiences• CURRENCY – it is happening now• ACCESS – particularly through mobiles• REACH – to people not engaging traditionally• TARGETTING – groups of greatest interest
MAKING SOCIAL MEDIA WORK
• Have clear objectives and a strategy• Get engaged and devote the resources• Don’t sell stuff - make friends• Educate, inform and give• Be honest open and have integrity• Focus on doing a few things well• Have clear guidelines and policies• Respond positively no matter what• Set aside 30 minutes every day
SPINNING AND BRANDING
• Your market• Your brand• Your messages
YOUR MARKETS
YOUR BRAND
YOUR MESSAGE
SOCIAL MEDIA
• The options• The channels• The beginnings
THE OPTIONS
New media options include;
• Websites
• SMS
• Social media
Social media options include;
• Blogs – set up by you or others• Forums – set up by you or others• Channels- established and widely used
THE PREFERRED CHANNELS
SEE HANDOUT
THE BEGINNING
DEVELOPING CONTACTS- Icon and like button on website- Icon on email signature, advertising and stationary- Promotions- Invite email contacts- Advertising on Facebook- Invite personal contactsDEVELOPING RELATIONSHIPS- Read and work the newsfeed- Engage with people on the news feed- Post excellent content- Promotions
MANAGEMENT- Premium membership- Allocate time each day- Do tutorials- Email signature- Coffee table- Export list monthlyCONTACT DEVELOPMENT- Business cards- ‘Add connections’- Mine groups- Mine news feed- ‘Advanced search’- Ask for introductionsRELATIONSHIP DEVELOPMENT- Greet connections- Engage in conversations - Give advice, help and leads- Engage with newsfeed- Become a resource- Align Database and Geography
DEVELOPING CONTACTS AND RELATIONSHIPS- Quality profile- Follow a lot of relevant people- Invite friends- Promote on stationary and website- Tweet interesting things- Tweet often- Use relevant hashtags- Engage people
• Identify and invite friends• Participate in conversations• Share photographs and images• Comment on posts and issues• ‘Like’ things that appeal to you• Stay true to your strategy
• Identify connections and invite• Engage with connections• Monitor and respond to conversations• Inform connections with blog articles• Join groups and discuss issues• Stay true to your strategy
• Identify people/organisations to follow• Use # tags• Communicate often• Link to other channels• Stay true to your strategy
THANK YOU (for not going to sleep)
HAVE FUN and PLAY