CFA brand mgt 2011 Handouts
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Transcript of CFA brand mgt 2011 Handouts
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 1
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The World’s The World’s Best Brand Best Brand
YOU !!!YOU !!! 2
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 2
IdeasPersonal Brand
T iti t W b 2 0 lTransition to Web 2.0 plus
The Big 4.5 Tools/Platforms
Brand Tools/Platforms
Personal Website
Old School
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Brand•Brand is not a logo•Brand is not an identity•Brand is not a product
A brand is a person’s gut feeling about a product, service, or organization 4
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 3
Your PersonalBranding
WorksheetWorksheet
1.What is Your Vision?
2.What is Your Purpose?
3.What Are Your Values and Passions?
4.What Are Your Goals?
5.What Are Your Brand Attributes?
Your PersonalBranding
WorksheetWorksheet
6. What are your are Strengths?
7. How Do Other People Describe You?
8. What are your Weaknesses?
9. Who Is Your Target Audience?
10.What Differentiates You From Your Competition?
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 4
1. Can you explain in less than 15 seconds what value
your brand provides the world?
10 Questions to Develop Your Brand
your brand provides the world?
2. Can you explain in less than a minute your vision for
your brand?
3. What are your 3 biggest challenges and what are you
doing about them?
4. What are the 3 biggest opportunities and how are
you planning to exploit them?
5. Do you spend time each week on your own
6.Would you follow your blog?
10 Questions to Develop Your Brand
7.Would you follow your tweets?
8.Are they representative of the brand personality you
are trying to portray?
9 What makes you indispensable?9.What makes you indispensable?
10.What ways do you provide value?
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 5
What is your brand?
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Why should your brand be a
part of our part of our brand?
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 6
What is your brand saying?brand saying?
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Reputation management means tracking your
Five Free Tools for Personal Reputation Management
Reputation management means tracking your personal brand both online and offline and reacting
when necessary.
While a lot of people think that personal branding is synonymous with reputation management, it is more y y p g
like routine maintenance, after you’ve already established yourself.
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 7
Five Free Tools for Personal Reputation Management
• Google - Google.com/alerts
• Blog posts – Technorati.com
• Blog comments – backtype.comBlog comments backtype.com
• Discussion boards - boardtracker.com
• Twitter – search.twitter.com
How do you get the brand message out?
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 8
S ituation orT askA tiA ctionR esult
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 9
Pet Peeves
“ I “ – Not strong enough
“ Responsible “ – Who cares?
“ Only Words “ – Numbers SELL?
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“ Templates“ – No Microsoft Resumes
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 10
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Web 2.0 and Beyond
ListenParticipateUnderstand
Engage20
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 11
Get Involved
Web 2.0" strategies, likens it to the JFK sa ing abo t d tsaying about duty -only in this context
it's,
"Ask not what your social network can
do for you but whatdo for you, but what you can do for it."
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The BIG 4.5 Platforms
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 12
Additional Platforms for Personal Brand
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Visual CV
• Easily built• Control access• Do keep it short
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• Do keep it short• Many versions
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 13
Skype
•Manage the view•Dress appropriatelyP ti P ti P ti
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•Practise...Practise...Practise•Test the technology
Slideshare
• World's largest community for sharing presentations
• World's Top 10 tools for education & elearning
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g• Upload presentations publicly
or privately
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 14
About.me
• Personal information • Simple url ... your handle• Keep it short & concise
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eep t s o t & co c se• Use a good photo• Socially linked
Tumblr
•Share anything•Customize everything•Creates 14 original posts
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C eates o g a postseach month, and reblogs 3
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 15
Regardless of whether you want to participate, you are beingto participate, you are being Googled…may as well be in control of what people see
Photo credit: _pixelmaniac_29
Own it! Your name is your brand
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 16
What do people see when they Google
“Y N ”?“Your Name”?
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Strategies for owning it• Determine your keyword your name, nick name, short
name, married name, which do you need to own?y• Buy your domain and a build simple website or blog• Create social media profiles using your keyword
name• Blog positioning your credibility, personality or
expertise/thought leadershipexpertise/thought leadership• Twitter• Comments, ratings, review (using your keyword name,
no alias)32
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 17
Integrating socialto your brand
Include in your contact info:y– You.com website url– Blog url– LinkedIn url– Attach a copy LinkedIn of your recommendations
A th i l fil d f b i– Any other social profiles used for business (Twitter)
And be prepared to be Googled…33
Personal Website34
CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 18
On-DemandPersonalEngaging
Networked35
CredibleWeb
Presence
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 19
What is relevant?Resume
Contact InformationContact InformationSocial Links
Professional BioCase Studies (STAR)
Publications
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Social Media Funnel
Linked to Traditional Methods
www.johntheclubmanager.comwww.johnsmith.com
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 20
Business Cards
• Name
• Who are you?
• Numbers
• Website
•Tag Line
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Vistaprint.caSuperherocards.com
• Social Media
Email• Get a personal email
– NOT you spouses email– (i.e. – Gmail, not hotmail)– Remember you online brand
• Develop a professional email signature• Develop a professional email signature– Use the similar content to you business card– Make it interactive
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 21
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What is your Superpower !
Step 1 STOP being Canadian &Step 1 - STOP being Canadian &TELL the world your superpower!
St 2 U d th f i lStep 2 – Used the power of social media to get you message out!
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 22
Talent Competes on a Global Scale While Labor Competes on a Local
Scale… Think About It
1. Renew Your Passion
2. Refresh Your Skills
3. Re-Invent Your Purpose
4. Re-Imagine Your World
“If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff. U. S. Army
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CFA Toronto – 2012 – Social Media & Brand
McKinley Solutions Exchange Inc.www.mckinleysolutions.com 23
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Mark R. Thompsonw: www.mckinleysolutions.com
e: [email protected]: 888-769-1577 X222
li k di /i / k h
t: 888 769 1577 X222
www.linkedin.com/in/markrthompsonwww.twitter.com/markrthompson
www.delicious.com/mckinleysolutionswww.slideshare.net/mckinleysolutions
www.flickr.com/photos/mckinleysolutions 46