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7 Steps to Thought Leadership
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7 Steps to Thought Leadership

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What is Thought Leadership? ...

What is Thought Leadership?

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“Individuals or Organizations that are recognized by peers, customers & Industry experts as someone who deeply understands the business they are in, the needs of the customers, and the broader marketing space they operate in”

“Thought leadership can reduce your cost of sale to less than half”

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    7 Steps to Thought Leadership 7 Steps to Thought Leadership Presentation Transcript

    • | SOCIAL MEDIA | COMMUNITY | PAY PER CLICK | SEARCH ENGINE OPTIMIZATION | EMAIL | AFFILIATES | SYNDICATION | MOBILE | VIDEO | EVENTS & WEBINARS |7 Steps to Establishing Thought LeadershipNimish Vohra REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi 2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR 18 SUNDAR NAGAR PALO ALTO CA 94303 USA #26, INFANTRY ROAD SECTOR 8 NEW DELHI 110 003 INDIA BANGALORE 56 001 INDIA PANCHKULA 134 109 INDIA © 2011 Confidential
    • Speaker – Nimish Vohra  Decade of experience in Digital Marketing, Human Factors and Creative design  Previously with StarTV (one of the largest Entertainment and Media companies) as Program manager for the R&D and production of next generation Cable/Satellite Television programs  Helped build ChaiTime, a large online community of NRIs  Worked as Creative Lead in agencies  Masters Degree in Industrial Design from IIT Mumbai and an Engineering Major © 2011 Confidential
    • What is Thought Leadership Short definition  Trust you gain for your opinions Verbose definition  “Individuals or Organizations that are recognized by peers, customers & Industry experts as someone who deeply understands the business they are in, the needs of the customers, and the broader marketing space they operate in” Keywords  Change agents  Innovators  Opinion leaders  Trusted source of advice © 2011 Confidential
    • Why Thought LeadershipInfluence in Purchasing decision Solution Providers Contact them first 31% Buyer does the research and finds the appropriate solution providers 69% Source: How Customers Choose Solution Providers, North America, Focus Report © 2011 Confidential
    • Why Thought Leadership (continued)Second biggest area of focus for Marketers 30% 20% 10% 0% Source: Sales and Marketing Industry Study by Go-To-Market Strategies © 2011 Confidential
    • 7 Steps to Thought Leadership1. Understand the space you are in2. Form your opinion. Take a stance. Create content3. You spread the word: Website, Blogs, Social4. Let others spread the word: Columns, whitepaper sites, books, Analysts, PR5. Get people together: Communities, Awards, Events6. Create a calendar of activities7. Score yourself © 2011 Confidential
    • Step 1: Understand the Space Track the landscape you are in:  Understand clearly the business implications of anything that is For changes happening in the space (obvious, but Solution gaps important). Understand the overall Challenges picture. New players If you are a technologist in a cable Etc network –  understand what role “Alerts” technology plays in supporting Blogs the business; Columns  what percentage of costs are Influencers allocated towards technology; Events  understand how cable networks Etc… make money;  what are their revenues like?  what %age is their profit;  etc… © 2011 Confidential
    • Step 2: Form an Opinion. Create Content Form an opinion, take a stance CREATE IDEAS, which will translate into content  Trends, Future projections, Comparisons, Advice, How-to… 1Maintain a scratch pad of ideas –personal blog; section on the intranet TRANSLATE INTO articles, webinars, diagrams, demos, whitepapers 1 Throughout this webinar we will talk about QR Code related examples. If you were a QR code specialist, or a business offering QR code solutions, you would have done all that we have shown here © 2011 Confidential
    • Step 3: Spread the Word 1 Website: MESSAGING, articles, demos, whitepapers, Answer-a-Question Blogs: On, or off website Social: LinkedIn, Twitter, YouTube, Facebook… Does this look like a Thought Leader’s website? 1 Need not look complicated. But sophisticated © 2011 Confidential
    • Step 3: Spread the Word (continued) 1 2 Website: MESSAGING, articles, demos, whitepapers, Answer-the-Expert Blogs: On or off website Social: LinkedIn, Twitter, YouTube, Facebook… 2 1 © 2011 Confidential
    • Step 3: Spread the Word (continued) Website: MESSAGING, articles, demos, whitepapers, Answer-a- Question 2 Blogs: On or off website 1 Social: LinkedIn, Twitter, YouTube, Facebook… 1 2 © 2011 Confidential
    • Step 4: Spread the Word on External Sites 1 2 Columns in magazines, newspapers; Author books Whitepaper on external sites Cultivate Analysts, PR 2 1 © 2011 Confidential
    • Step 4: Spread the Word on External Sites (continued) Columns in magazines, newspapers; Author books Whitepaper on external sites 1 Cultivate Analysts, PR 1 © 2011 Confidential
    • Step 5: Get People Together: Communities 1 Communities: Social, Custom  Gets like minded people together; Now, easier to spread the messages Events, Awards, Surveys: Participate, Create your own 1 1 © 2011 Confidential
    • Step 5: Get People Together: Communities (continued) Communities: Social, Custom  Gets like minded people together; Now, easier to spread the 1 messages 2 Events, Awards, Surveys: Participate, Create your own 2 1 © 2011 Confidential
    • Step 6: Create A Calendar of Activities M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 TotalSources 5 5 7 8 10 10 11 56ResearchedPersonal Blog 4 6 6 7 4 8 5 40Stories (Notes)Community 2 1 1 2 1 3 1 11membershipsCommunities 1 1 1 3Created (LI, FB,Custom, etc)Participation 5 11 18 16 19 24 17 110(questions answered,links posted…)Whitepapers, 1 1 2 2 1 2 1 10Columns, books,etcEvent speaker, 1 2 1 1 5creator, Awards © 2011 Confidential
    • Step 7: Scoring Model Self Weight Self Competiti Competiti Competiti Competiti Activity Score on 1 on 2 on 3 on 4 Total*Sources Researched 56 0Personal Blog Stories 40 5 200 300 100 80(Notes)Community 11 1 11 8 12 6 3membershipsCommunities Created 3 10 30 50(LI, FB, Custom, etc)Participation (questions 110 2 220 22 146 84answered, links posted…)Whitepapers, 10 20 200 240 120 320 60Columns, books, etcEvents 5 30 150 120 90 30 240speaker/creator,AwardsTotal 811 690 418 540 383 *From previous slide © 2011 Confidential
    • 7 Steps to Thought Leadership1. Understand the space you are in2. Form your opinion. Take a stance. Create content3. You spread the word: Website, Blogs, Social4. Let others spread the word: Columns, whitepaper sites, books, Analysts, PR5. Get people together: Communities, Awards, Events6. Create a calendar of activities7. Score yourself Parting Tips • Do not under-invest • Be honest about your efforts • It is not a short term effort • “Thought leadership can reduce your cost of sale to less than half” © 2011 Confidential
    • About Regalix Forefront of Online Marketing, Social Media, Communities, Lead Generation Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition © 2011 Confidential
    • Questions? Visit: www.regalix.com For a free evaluation of your Thought Leadership Marketing plan, please get in touch with Ritu Josan @ rjosan@regalix-inc.com If you have any questions about Thought Leadership, social media, search marketing, etc please feel free to get in touch with the speaker Nimish Vohra @ nvohra@regalix-inc.com © 2011 Confidential