Branding and LinkedIn-How to break through the clutter.

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This presentation offers a compelling reason to expand your branding to include LinkedIn. Today's marketplace requires proactive updates, communication, and refined and targeted branding efforts. For some simple guidlelines and tips review this content. You will find insights and suggestions that could make Shift Happen.

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  • AWARENESS- is the cornerstone of strong brands. Are your target customers and key stakeholders aware of your brand? Is it the first one that comes to their mind?
    VALUE-Does your brand deliver a good value for the price?
    ACCESSIBILITY -Do your customers and potential customers perceive your brand to be convenient?
    RELEVANT DIFFERENTIATION-Proof points. Reasons to believe. The leading edge indicator of future market share and profitability. Is your brand unique or different in customer relevant, customer compelling ways?
    EMOTIONAL CONNECTION-Does your brand connect with people on an emotional level?
  • Social time helps develop healthy relationships, teamwork and a sense of collegiality among board members. Remember that your board members want to meet each other and make new business and social contacts.

    If they are all strangers to each other, how can they work effectively as a group to make wise decisions guiding your organization?
    Scheduling social time among board members is an absolute must that is too often ignored in the effort to use board members' time expeditiously and wisely. Often the casual conversations that occur during breaks or lunch foster deeper discussions of important issues as well as closer relationships among board members.

    When the board members share this sense of friendship, they create a positive atmosphere that fosters trust and respect for each other. When your board members feel they are all in this together, then they will be more willing to put their shoulders to the wheel and raise money.

  • Pre-plan
    The pre-planning I’m talking about is what I consider your number one brand asset and that is your website. Your website is your hub with all social media channels as the spokes; your website must be more than just a brochure on the web; it has to be interactive; with resources – articles, blogs, news items, a hook, etc. Your website is your rock, your anchor, your number one asset for your business. If you don’t put the time, energy and yes money into creating, designing, and molding it into what you are all about and sharing valuable information with the community and market to the right people you are trying to reach, then you won’t be found.
    Buy a domain name in your name regardless if you are going to use it (get one for kids too); Domain name should represent you and what you do – you’ll need to be creative as the dot com’s are getting fewer and fewer
  • Step 2 
    Who do you want to know? Who do they know? What do you want them to know?
    Define your audience on social media – where are they? (clients, business partners, etc).
    Do a search on various social networks to find your audience, customers. See what they are talking about – can you be successful on those networks? Will they be interested in what you are sharing?
  • Set goals and expectations (sales leads, clients, customer service, networking); what is it that you want out of social media channels. What is your strategy? Joe Pulizzi – social media strategy first starts with a content strategy. Create a compelling, consistent content initiative that answers problems (real or conceived) and position your organization as the go-to resource. Social, search and lead generation initiatives start with a content strategy first
  • Bring up recent events that create a need relevant to your offerings.
    Identify which social media channels based on Step 2 to utilize to achieve your goals (not etched in stone as you may need to be flexible in re-acquiring an audience that might transition from Facebook to Twitter, to Google +)

  • Prospects are always interested in “What’s in it for me?” Use business metrics and
    terminology that demonstrate outcomes for your client.
    Establish your brand on social media – Why -  Recruiters, Networking, Word of mouth marketing, global competition. How do you do that for Twitter, Facebook, LinkedIn, YouTube. Follow and comment on the top 10 – 20 blogs, LinkedIn groups, forums, etc where your customers are at. Be consistent with your brand across all social media networks.

  • Nothing is more tempting that ideas, insights, or information
    that can help eliminate their problems or achieve their objectives.
    Find like-minded individuals, clients, competitors, etc on social media channels.

  • Get rid of all self promoting puffery, creative crap, and technical tripe.
    Engage in conversation – be positive, ask questions; build trust in your brand; Jim Cole – Be reliable. Reliable advice that delivers long-term benefits to a brand. Share valuable information – information, analysis, etc.– do a Twitter search for a particular subject or hashtag and Politely and respectfully respond to topics that you can share your knowledge
  • Today’s buyers want to work with savvy sellers who bring personal value
    to the relationship. Don’t sound like you are hoping to meet with them or grateful
    for even 10 minutes of their time. Instead talk like you would if
    you called a colleague with an idea or asking for that special DATE.
    Manage your brand through social media tools such as Hootsuite, use Google alerts, Twitter search, Buffer app,
    IFTTT.Com; Monitor your brand through Google alerts, Mention, and social search – such as Twitter, Google trends, Google blogs searches
  • Market your products and services – notice how this is step nine? Imagine walking up to someone at a cocktail party and having that person say – hey how are ya? Do you want/need my EP services? Start the relationship first in Step 7 – this takes time to cultivate!
  • Without an outline you will ramble on-and-on which will
    virtually guarantee you be deleted. Every word counts
    so make sure you have your elevator speech refined for the call.
  • How to tighten your social graph to catch better quality candidates.

    Connecting
    Following (People in groups, Companies, even Influencers)
    Endorsing
    Recommending
  • How to tighten your social graph to catch better quality candidates.

    Identifying companies you’ve served
    --- candidates who search the company for a point of contact may contact you
  • Strategies to tap into your current and former organizations & associations

    Current & Former companies
    Current & Former volunteer associations
    Current & Former interests and organizations your support

    From the company page – be sure to follow it – look to see who you know and how else you’re connected.

    Watch updates for trends and opportunities
    Watch careers for leads if you are also selling to employers
    Look at who else is following the company… is there a prospective candidate there? Tag the record and keep notes! (Coming later)

  • Twitter: @ShiftHappensNow

    Hashtag: #shifthappens
  • Branding and LinkedIn-How to break through the clutter.

    1. 1. Creating Brand Insistence AWARENESS ACCESSIBILTY VALUE RELEVANT DIFFERENTIATION EMOTIONAL CONNECTION
    2. 2. Learn from the internet & social media Stop “shoulding”
    3. 3. -1- Pre-Plan Get down to work right away
    4. 4. -2- Identify Your Brand
    5. 5. -3- Do your homework
    6. 6. -4- Mention a recent newsworthy event
    7. 7. -5- Target Your Audience
    8. 8. Offer better than the status quo A strong value proposition always includes movement.
    9. 9. Offer better than the status quo Here are some words to use…
    10. 10. Offer better than the status quo INCREASE CUT IMPROVE SAVE ACCELERATE REDUCE ENHANCE STRENGTHEN IMPROVE GROW BALANCE FREE UP ELIMINATE MINIMIZE REVITALIZE MAXIMIZE
    11. 11. -6- Share a fresh perspective
    12. 12. -7- Eliminate any self-serving verbiage
    13. 13. -8- Sound like a trusted peer
    14. 14. -9- Talk in a calm voice
    15. 15. -10- Stop SM talking without an outline You have 30 seconds on voicemail-less on social media (SM). Think…elevator speech.
    16. 16. Tighten Your Social Graph
    17. 17. Your Social Graph…
    18. 18. Your Social Graph…
    19. 19. Tap Into Your Experience
    20. 20. Your Past S A E S 1. Former Employers 2. Former Customers 3. Business Partners 4. Other Friends from Business
    21. 21. Tap into your Network
    22. 22. Foster a Strong Referral Community
    23. 23. InBox & Groups Scan News & Updates InBoxes
    24. 24. Talk To Me LinkedIn: www.linkedin.com/in/jamesfeldman Twitter: @ShiftHappensNow Hashtag: #shifthappens www.shifthappens.com

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