Now What? Turning Stories Into Successful Action - Bobby Umar


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We've spent the day talking about the “why”, the “how”, the “what” and the “so what” of social media. The final
question of this day about social media is “now what”? In this session, Bobby will share his personal story on social
media connection and how he found his Voice, Brand and Story. With the audience he'll reflect on the day and share
leadership insights on moving forward and making it all happen.

Published in: Social Media, Technology, Business
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Now What? Turning Stories Into Successful Action - Bobby Umar

  1. 1. 2013-11-11 Now What? Turning Stories Into Successful Action --Bobby Umar 1 My Social Media Evolution Twitter: @raehanbobby Hashtag: #SHRC13 2 Finding your Brand, Story and Voice 3 Reflections & Insights of the day 4 Social Media Leadership 5 Making it Happen / Q&A Shad Valley McMaster: Assistant Director / Faculty Fade to Brown & Second City Sketch Comedy Performer Unilever: Dove Masterbrand and the Campaign for Real Beauty Raeallan: Entrepreneur Bombardier: Aerospace Design Engineer Musical Theatre Company: Artistic Director Kraft Canada: Cheese 1
  2. 2. 2013-11-11 Shad Valley McMaster: Assistant Director / Faculty Key Take-away: Unilever: Dove Masterbrand and the Campaign for Real Beauty Fade to Brown: Sketch Comedy Performer Diverse Paths involving People, Connection, Influence Raeallan: Entrepreneur Bombardier: Aerospace Design Engineer Kraft Canada: Cheese Musical Theatre Company: Artistic Director 2
  3. 3. 2013-11-11 3
  4. 4. 2013-11-11 Why Snail Mail? I desired connection Why Internet? It had mass appeal (value) 4
  5. 5. 2013-11-11 Why E-mail? It’s how everyone communicated I wanted to stay kept in the loop 5
  6. 6. 2013-11-11 Why Cell Phones? I wanted to stay current with technology I valued accessibility Why Web & Technology? Why did we fear? What took us so long to embrace? 1 Why E-mail & Web technology? • I desired connection • It had mass appeal • It was how everyone communicated • I didn’t want to be out of the loop • I valued accessibility • It was way more convenient 6
  7. 7. 2013-11-11 2 Why Social Media? • I desired connection • It had mass appeal • It was how everyone communicated • I didn’t want to be out of the loop • I valued accessibility • It was way more convenient Key Take-away: I learned my lesson – stay current & connected 2012 2008 Mar 5, 2011: Social Media Launch 1. Twitter 0.2k followers 2. FB fan page 0.1k fans 3. Newsletter 0.5k opens 4. Blogpost 0k views 5. Youtube 0.1k views 2004 2012 2008 Mar 5, 2011: Social Media Launch 2004 1. Twitter 2. FB fan page 3. Newsletter 4. Blogpost 5. Youtube 96.1k followers 1.2k fans 1.2k opens 7.4k views 25k views 7
  8. 8. 2013-11-11 2012 2008 Power of Connection (#PoCChat) 2004 A weekly tweetchat every Monday at 11am ET. Sept 23, 2013 results: 1,342 tweets, reaching an audience of 883,524 followers, generating 29,000,502 impressions, in the past 24 hrs ROI = Return on Investment ROR = Return on Relationship “Conversation am ong m embers of your m arketplace happen w hether you like it or not. Good m arketing encourages the right sort of conversations” 8
  9. 9. 2013-11-11 Your Brand Your Voice Your Story Social Media Accelerates the Spread of your Brand Corporate Brand: Promise delivered to stakeholders PERSONAL BRAND: Promise delivered to everyone you come in contact with 9
  10. 10. 2013-11-11 1 Personality 2 Values “Know thyself.” -- Aristotle 3 Interests 4 Skills 5 Experiences (stories) PERSONAL BRAND Personal Stories My Experience stories 1) 2) 3) 4) 5) Musical Theatre Shad Valley MBA at McMaster Brand Marketing Entrepreneurship (JA, Shad, Family, etc) My top interests Counselling Performing Hosting Influencing Interviewing Managing people Motivating Networking Presenting Speaking My top skills Analyzing Calculating Coaching Deciding Stress Management Selling Generating Ideas Writing Counselling Influencing My top Personality traits My top values Social Enthusiastic Honest Trustworthy Friendly Persuasive Positive Adaptable Optimistic Resourceful Love Balance Friendship Influencing Sense of Achievement Belonging Have authority/power Entrepreneurship Live in City Variety/Change Threads/Themes People Nurturing/Helping Influence/Presenting/Performing Variety/Balance Big city living Bobby Umar is the Beacon of Light who finds “Lost” Leader-Ships and brings them ashore to start an authentic Path of Passion and Purpose 10
  11. 11. 2013-11-11 Social Media amplifies your Voice (content) What you talk about Who you talk to How you want to engage What is authentic to you 11
  12. 12. 2013-11-11 1 What is Authenticity? 1 Real Human Beings 1 Honesty & Vulnerability 12
  13. 13. 2013-11-11 1 Stories, Values, Needs Caring + Communication = Connection 1 Definition: 1 Building relationships that are real Showing who you really are Asking for what you really need Helping those who really need it 13
  14. 14. 2013-11-11 Social Media is Storytelling and Connection on Steroids 1 Powerful method to evoke imagery and emotion 2 Make it their own - People relate your story to their own experience 3 Saying more than you’re saying – stories can display your/organization’s values, beliefs, culture 1 Extract every ‘First time’ 2 Take a Photo journey 3 With each life story extraction: • • • • • • Establish the setting Build the plot Resolve the crisis Describe the lessons learned Explain how the characters changed Give an example… 4 Find the main story 14
  15. 15. 2013-11-11 I was a ‘Lost’ Leader Your Brand Your Voice Your Story 15
  16. 16. 2013-11-11 Understand the Brand of others Give others an authentic Voice Invest in everyone’s Story What were some of the stories and lessons for today? • Social Media is just a tool, but vast, dynamic & useful • Huge opportunity with huge reward (ROI & ROR) • It’s about connection, engagement and service • Twitter is a game changer due to accessibility, transparency, speed and thought leadership • Digital natives (GenY), digital immigrants (GenX), ‘digital refugees’ (boomers) are all adopting social 16
  17. 17. 2013-11-11 Oh the times they are a changin’ Bob Dylan 17
  18. 18. 2013-11-11 Source: G lobalW ebIndex for the s econd quarter of 2013 Key Take-away: Google is catching up to Facebook Key Take-away: Facebook active usage still dominates Key Take-away: Pinterest is the fastest growing social network 18
  19. 19. 2013-11-11 Key Take-away: LinkedIn is the most popular for older users Key Take-away: Social network usage by older users is increasing 19
  20. 20. 2013-11-11 When circumstances throw organizations into a tailspin, business owners face two choices: spend unrecoverable time resisting, waiting and hoping for the altered reality to get back to normal, or face facts and change with the times. -- B. F. Schenk … Adapting to change is! “Leadership is about making a difference and creating positive change. Its about getting things done, and getting rid of everything else that doesn’t contribute. Its about encouraging, enabling, and empowering every volunteer. Its about reinforcing core values, articulating a vision, and then setting people free.” --Carly Fiorina, Former CEO of Hewlett-Packard 1 Are leaders born or made? 20
  21. 21. 2013-11-11 1 1 You all were born to be made into Leaders! “Leadership is the art of getting someone else to do something you want done because he wants to do it.” -- Dwight D. Eisenhower, 34th president of US 1953-1961 (1890 - 1969) 21
  22. 22. 2013-11-11 Leaders Connect Leaders know who they are Leaders ask the right Questions 22
  23. 23. 2013-11-11 23
  24. 24. 2013-11-11 Social Media: How can we make it happen? WAIT!! You can’t leap right away. “Tell m and I'll forget. e Show m and I'll rem ber. e em Involve m and I'll understand.” e --Confucius, Chinese philosopher, founder of Confucianism (circa 551-479 BC). 24
  25. 25. 2013-11-11 Vision Belief Support Action Key Take-away: Put people first! 1 What are the Top 5 Fears? 1. They don't understand it 2. They think it's just a fad 3. They think it is overwhelming and time consuming 4. They think it is a waste of time/ no ROI 5. They think it is not a right fit for their business/life Let’s not forget - Fear of the unknown. Fear of lack of privacy. Fear of retribution and negative response. Fear of ex-girlfriends’ new boyfriends, or of strangers stalking your kids or you. 25
  26. 26. 2013-11-11 1 Understand the Why, How, and What 2 Focus on your goals & target first 3 Have a good plan and stick to it Share your own Story Most business strategies related to engagement are very similar 26
  27. 27. 2013-11-11 1 Managing your Social Media Brand • Create a clear branded vision • Know your audience • Know your goals • Create tactics to achieve those goals • Measure, manage and modify Key Take-away: Strategy before Tactics (content) Key Takeaway: Be authentic, responsive and accessible to create connection Vision Belief Support Action 27
  28. 28. 2013-11-11 Start with the Why. Show them the Point of Bliss. Belief: • An acceptance that something exists or is true, especially one without proof. • Trust, faith, or confidence in (someone or something). People, Tools and Time to support the Belief & Vision into Action 28
  29. 29. 2013-11-11 “Knowing is not enough, we must apply. Willing is not enough, we must do.” -- Bruce Lee Start with the Why. Show them the Point of Bliss. Story Vision Belief Support Action 29
  30. 30. 2013-11-11 1 Social Media: It’s the ‘new e-mail’ so stay current & connected 2 SM Connection: Invest in the authentic Brand, Voice and Story 3 Reflections: SM is here to stay, people want us to listen, HR can & should 4 SM Leadership: Making it Happen a Leaders know who they are, ask the right questions and invest in every story b Like any people-oriented strategy, we must 1st understand our target c Use stories to create compelling Vision, Belief, Support & Action Bobby Umar President, Raeallan 416-838-2526 Twitter: “raehanbobby” Connect with me on Linkedin, Twitter and my FB page! “Caring + Communication = Connection” 30