Personal Branding To Start And Grow Your Career
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Personal Branding To Start And Grow Your Career

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Social Media" is a tool and a topic. It is a challenge and an opportunity. It has the strange ability to be all around us but remain elusive to some, and a mystery to many others. The subject of this ...

Social Media" is a tool and a topic. It is a challenge and an opportunity. It has the strange ability to be all around us but remain elusive to some, and a mystery to many others. The subject of this interactive session will be to demystify social media and answer the question, "How can I use social media effectively to build and promote my own personal brand to start or grow my career through building a Personal Learning Environment - and do so in a way that is manageable and effective?"

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Personal Branding To Start And Grow Your Career Personal Branding To Start And Grow Your Career Presentation Transcript

  • Personal Branding to Start
    and Grow Your Career
    it’s not just for breakfast cereal anymore
    Dan Stuart
  • So why should we listen to this guy?
    • 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…
  • Objectives:
    • 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
    and why do I need one?
  • Insert Text Here
    Progression:
    • Insert Text Here
    So what is a
    brand
    • So what do Publishers
    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.
    and why do I need one?
  • 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).
    and why do I need one?
  • Quick check:
     Is it memorable, motivating and focused to the core prospect?
    Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition?
    Can the brand own it?
    Is it credible and believable?
    Does it enable growth?
    Does it serve as a filter for brand decision-making?
    and why do I need one?
  • Insert Text Here
    Progression:
    • Insert Text Here
    So that’s a
    brand
    • So what do Publishers
    then…?
  • Insert Text Here
    Progression:
    • Insert Text Here
    Nope!
    • So what do Publishers
  • 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.
    and why do I need one?
  • Insert Text Here
    Progression:
    • Insert Text Here
    Ok, fine; but that’s it right…?
    • So what do Publishers
  • Insert Text Here
    Progression:
    • Insert Text Here
    Ok, fine; but that’s it right…?
    then Social Media
    • So what do Publishers
    ARRIVES!
  • 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…
  • It’s how people engage, participate, and share online…
    and there’s more…
  • It’s how people engage, participate, and share online…
    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 presence
  • It’s more than 1 tool…but here’s a few samples:
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Insert Text Here
    Progression:
    • What is social media – define termsx xx
    and why do I need one?
  • Do you use Social Media?
    When?
    Why?
    How?
    Who?
  • Insert Text Here
    Progression:
    • Insert Text Here
    So brands like it, and start using
    Social Media
    • So what do Publishers
    , 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?
  • Social Media Challenge #2
    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
  • Social Media Challenge #3
    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 Challenge #4
    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
  • Social Media Challenge #5
    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…
  • Beware the backlash…
  • Beware the backlash…
  • Action plan?
  • Here’s the plan:
    Research before engaging/connecting
    Determine Goals
    Personal or Branded Profile
    Build Equity and Credibility
    Track Metrics
    Less Structure is Better
    Listen and Observe Before Engaging
    Be Authentic
    Track, Measure, Iterate
    Don’t Just Strategize, Execute
    and why do I need one?
  • 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)
  • 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…
  • 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 bailout
  • How are we each like a brand?
  • The brand is you but it doesn’t have to be scary
  • Insert Text Here
    Progression:
    • Insert Text Here
    So what is a
    personal brand
    • So what do Publishers
    and why do I need one?
  • Personal branding is the process whereby people and their careers are marked (and marketed) as brands. ttp://en.wikipedia.org/wiki/Personal_branding
  • So what exactly is an
    personal brand
    statement
    ?
  • 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.
    and why do I need one?
  • 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?
     Is it memorable, motivating and focused to the core prospect?
    Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition?
    Can the brand own it?
    Is it credible and believable?
    Does it enable growth?
    Does it serve as a filter for brand decision-making?
    and why do I need one?
  • How do you build a
    personal brand
    ?
  • 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 REAL
  • You need a plan…(?)
  • Not that plan. But start by getting involved...
  • 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:
    Research before engaging/connecting
    Determine Goals
    Personal or Branded Profile
    Build Equity and Credibility
    Track Metrics
    Less Structure is Better
    Listen and Observe Before Engaging
    Be Authentic
    Track, Measure, Iterate
    Don’t Just Strategize, Execute
    and why do I need one?
  • Extend our participation…
  • This becomes more difficult…
  • 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
  • Show up, but do more
  • Network for mutual benefit
  • Be everywhere
  • Follow the thought-leaders to become one
  • Show what you know
  • Join and engage
  • The bad news:
    something is missing…
  • LEARNING!!
  • This is HARD WORK
    But it will get easier…
  • Take micro-learnings and crystallize them: PLE
    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
  • Insert Text Here
    Progression:
    • Move from broadcast and listen to 3) learn
    • Create a PLE
    • Google
    • Wordpress
    and why do I need one?
    Use Wordpress, or
  • Insert Text Here
    Progression:
    • Move from broadcast and listen to 3) learn
    • Create a PLE
    • Google
    • Wordpress
    and why do I need one?
    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…
    and why do I need one?
  • You brand is what YOU say it is…
    …but not on a CV
    and why do I need one?
  • 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 become a Generalist AND a Specialist
    You need to start learning other areas of the business, while mastering a specialty = you have to work much harder!
  • You need to stand out
  • 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 youlive and present this message (medium and content), and MOST IMPORTANTLY, how OTHERSperceive this message are what DEFINES YOUR BRAND.
    and why do I need one?
  • 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. 
  • Your Personal Brand is a reflection of your PLE
    Communication skills
    Socializing skills
    Subject matter expertise
    Are you publishing, retweeted, quoted, commented, recommended?
    and why do I need one?
  • 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
    and why do I need one?
  • Let’s summarize the key points:
    Research before engaging/connecting
    Determine Goals
    Personal or Branded Profile
    Build Equity and Credibility
    Track Metrics
    Less Structure is Better
    Listen and Observe Before Engaging
    Be Authentic
    Track, Measure, Iterate
    Don’t Just Strategize, Execute
    Add build a PLE to learn!
    and why do I need one?
  • Thank you
    Chief Possibility Officer - Bayt.com
    Director – Intilaq
    ds@bayt.net
    twitter.com/danstuart
    www.danstuart.me