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Social + Content = Your Personal Brand

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Social selling is more than just a buzzword. It is an extension of the social business that helps buyers to better get to know you, like you and trust you enough to become a loyal customer and maybe …

Social selling is more than just a buzzword. It is an extension of the social business that helps buyers to better get to know you, like you and trust you enough to become a loyal customer and maybe even a fan and advocate of your company.

In order to be successful in social selling, sales people need to stop talking just about themselves and their products and open up a dialogue with prospects.

Effective social selling combines strong social connections and effective content and storytelling techniques to build a strong personal brand.,

These slides present the need for personal branding and also the 5 steps to effective social selling in the "day in the life of a social sales person."

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  • 1. Social + Content + Your BrandSocial + Content = Your Personal BrandMichael BrennerSAP Vice President - Marketing & Content Strategy@BrennerMichael
  • 2. © 2013 SAP AG. All rights reserved. 2@BrennerMichaelEdelman Trust Barometer – Time for Brand You!
  • 3. © 2013 SAP AG. All rights reserved. 3@BrennerMichaelI Think I Know What You’re Thinking?The top reasons people give for not working out,not eating right, or not building a personal brand:1. I’m too old2. I don’t have the time3. It’s not important (I don’t see the value)4. I don’t know how5. I don’t have anything interesting to say
  • 4. © 2013 SAP AG. All rights reserved. 4@BrennerMichaelWhy Should I Be Active In Social?What is personal branding?“Those characteristics that makeyou unique and how youcommunicate that to the world.The objective of personalbranding is professionalsuccess and is directly linked tothe success of the company weserve.”~ Dan Schawbel, author of Personal BrandingIt’s a journey . . .
  • 5. © 2013 SAP AG. All rights reserved. 5@BrennerMichaelThe myth of business vs. personal profileWe are officially beyond the days where you can have adistinct “personal” and “corporate” profile. You must decidewho you are and bleed it. From all accounts!~ Lisa Barone Co-Founder, Outspoken Media
  • 6. © 2013 SAP AG. All rights reserved. 6@BrennerMichaelTips For Personal Branding Success• Define audience and set objectives• Why are you talking?• Who are you talking to?• What’s in it for them / you?• Build it in to every day• Scan, filter, read, connect, write, respond• Social media success = minutes per day• Have a goal: 2 blogs per week Tues / Thursday• Build relationships of mutual benefit• Social “gifts:” Retweet me, I might ReTweet you!• The new content rules• If it isn’t a keyword, no one cares• Titles matter• Bullets help• Tell stories: Hero, a quest, a journey, an obstacle and a resolution
  • 7. © 2013 SAP AG. All rights reserved. 7@BrennerMichaelDay In The Life of a Social Sales PersonSuccess in Less Than An Hour Per DaySuccess in Social has two legs: Great Content and Strong ConnectionsConnections: Surround your target audience1. Spend 15 minutes to define and “touch” key influencers in your space• Set a goal to engage with x influencers every day• Create an influencer twitter list, subscribe to their blog or company RSS feeds, commenton and share influencer blogs.• Use social platforms to “talk” to your connections. Ask questions like “can yourecommend the best websites you go to for helpful information? Or what conferencesyou attending this year?2. Spend 15 minutes adding new connections Set a goal of adding X connections every day On Linkedin, always use personalized email introductions based on something personal. Use Klout to tell you who influences your target and their influencers
  • 8. © 2013 SAP AG. All rights reserved. 8@BrennerMichaelDay In The Life of a Social Sales PersonSuccess in Less Than An Hour Per DaySuccess in Social has two legs: Great Content and Strong ConnectionsContent: Share content that is helpful or entertaining1. Check your social inbox: Twitter mentions, Linkedin, RSS feeds2. Add RSS feeds to email you shareable content for your network• Harvard Business Review is the most shared resource on the web (“Look how smart Iam!”)• Business Insider, Inc. Mag and Entrepreneur, SmartBrief. Go here for a full list.3. Share at least one story from LinkedIn today (what your network is readingand sharing) or the sources above.
  • 9. © 2013 SAP AG. All rights reserved. 9@BrennerMichaelActivating SAP Employees: Where to blog?Business Innovation, Forbes, “SAP Community Network”Where million of engagedprofessionals discuss theintersection of IT and businessstrategy.http://scn.sap.com/community/business-trendsConnecting SAP thoughtleaders to the businessleaders on Forbes..http://blogs.forbes.com/sap/Earning an engaged audienceby answering customerquestions to help theminnovate and grow.http://blogs.sap.com/innovation/
  • 10. Thankyou!Michael BrennerVice President,SAP Marketing & Content StrategyMichael.Brenner@SAP.comConnect with Me:Slides available on:Slideshare.net/MichaelBrennerMarketing Blog:B2B Marketing InsiderSAP Content Hub:Business InnovationTwitter:@brennermichael