Personal branding - ARISE ROBY

PERSONAL BRANDING TO

GROW YOUR CAREER

ARISE TRAINING & RESEARCH CENTER

A ARISEROBY PRESENTATION

• 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?


Objectives:


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

Progression:

• So what do Publishers

Insert Text Here


• Insert Text Here

brandSo what is a

and how is it created?

…a logo?


…a classical ad?


…or a creative image or positioning?


From Procter & Gamble


From Marty Neumeier


Think of a brand and write a BPS



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.

Need some help getting started…?



For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe).

Quick check:



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:


Insert Text Here



brandSo that’s a

then…?

Progression:


Insert Text Here



Nope!

A brand is what WE say it is!



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.

Progression:


Insert Text Here


• Insert Text Here Ok, fine; but that’s it right…?

Progression:


Insert Text Here


• Insert Text Here Ok, fine; but that’s it right…? then Social

MediaARRIVES!

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…


It’s how people engage, participate, and share online…


It started…


and grows…




and there’s more…



and more!

… it’s the experiences you leave behind


… and the shared meaning you create.


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


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

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It’s more than 1 tool…but here’s a few samples:


Progression:

Insert Text Here


• What is social media – define terms x x x


Do you use Social Media?

When?Why?How?Who?


Progression:


Insert Text Here


• Insert Text Here So brands like it, and start using Social Media

, but…

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?



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


COMMUNICATION


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



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



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


Beware the backlash…


Action plan?


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




Reinventing Customer Service

For some companies, this is already happening…


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

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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


For some companies, this is already happening…


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…



Reinventing Public Relations

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.”


“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…

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?


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?


The brand is you but it doesn’t have to be scary


Progression:


Insert Text Here



personal brand

So what is a


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?



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.

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.


Position Yourself:Describe yourself – no, position your personal brand – in 140 characters or less.

GO!


Remember our quick check?



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 REALARISE TRAINING & RESEARCH

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You need a plan…(?)

Not that plan. But start by getting involved...


Broadcast

Listen


Are you ready to listen


Are you ready to listen …Be valuable and meaningful


…Reach out to your followers community


…Find ways to ignite conversation


Remember to be a great party host


Extend your reach beyond the web

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



Extend our participation…


This becomes more difficult…


Broadcast

Listen

Broadcast

Listen

Broadcast

Listen

Broadcast

Listen

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.


Learn ARISE TRAINING & RESEARCH

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Show up, but do moreARISE TRAINING & RESEARCH

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Network for mutual benefitARISE TRAINING & RESEARCH

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Be everywhereARISE TRAINING & RESEARCH

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Follow the thought-leaders to become oneARISE TRAINING & RESEARCH

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Show what you knowARISE TRAINING & RESEARCH

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Join and engageARISE TRAINING & RESEARCH

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The bad news:something is missing…


LEARNING!!


This is HARD WORK

But it will get easier…ARISE TRAINING & RESEARCH

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Take micro-learnings and crystallize them: PLE


Broadcast

ListenLearn

Broadcast

ListenLearn

Broadcast

ListenLearn

Broadcast

ListenLearn

Personal Learning Environment

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


Progression:

Insert Text Here


• Move from broadcast and listen to 3) learn• Create a PLE• Google• Wordpress


Use Wordpress, or

Progression:

Insert Text Here


• Move from broadcast and listen to 3) learn• Create a PLE• Google• Wordpress


Use Google Apps

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…



You brand is what YOU say it is…



…but not on a CV

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.


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


You need to stand outARISE TRAINING & RESEARCH

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Your brand is what YOU say it is…BUT not on a CV



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.

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

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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?



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



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!



Thank you


Personal branding - ARISE ROBY

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Transcript of Personal branding - ARISE ROBY