Personal
Influence:
How to
Position the
Librarian for
Success
Stephen Abram, MLS
SJSU SLIS
April 4, 2014
You are your own BRAND!
Be CLEAR on your Uniqueness
Focus on RAPPORT
Your NETWORK has VALUE
IDEAS are the Currency of Influence
Sharing an IDEA has VALUE
Sharing ADVICE has VALUE
Sharing ADVICE has VALUE
Sharing EXPERTISE has VALUE
What is your PERSONAL Positioning?
Bring Your Personality to the Party
Managing Your Brand Equity
• Your social presence in person
– Dress
– Voice
– Office
– Handshake
– Active listening
– Conv...
Managing Your Brand Equity
• Your digital social presence
– LinkedIn
– Facebook
– Twitter
– Website
– e-mail signature
– Y...
Sales is NOT a Dirty Word!!
• It’s simple really.
• You want to influence . . . That’s selling plain and
simple.
• Therefo...
What is the one thing we do
wrong too often?
We don’t . . .
_______________________
Ask for the Sale!
Key Tactical Tips
• Mirror body image and stance
• Introduce others
• Lead the conversation
• Engage and Disengage
• Share...
START WITH THE “WHY?”
Influence out of context is just a party conversation.
Internal Benefits
Clarity of purpose
Motivator for members
Compass for communications
Efficiencies in marketing
Extern...
Elements of Identity
VoiceValuesPromise
• Information Roles
• Information Habits
• Perceptions of Value
• Perceptions of Role
Key Findings
43%
36%
35%
30%
27%
26%
19%
15%
15%
8%
5%
Company Information
Market Research Reports & Services
Education & Training
Scie...
40%
18%
42%
23%
10%
13%
18%
7%
8%
3%
10%
28%
14%
15%
4%
14%
7%
7%
3%
2%
33%
22%
19%
19%
18%
16%
16%
13%
13%
12%
8%
8%
7%
7...
Most Important Attributes of Information Resources
94%
93%
93%
93%
91%
91%
89%
89%
89%
88%
87%
86%
86%
84%
81%
80%
78%
78%...
Value of Information to Organizations
79%
77%
76%
76%
71%
70%
67%
67%
66%
66%
65%
65%
63%
60%
59%
58%
53%
51%
44%
I know w...
50%
45%
45%
40%
38%
36%
33%
31%
26%
26%
25%
21%
21%
12%
Make resources and info accessible in a timely, convenient secure ...
Role of Association/Organization
Perceptions of Role
50%
45%
45%
40%
38%
36%
33%
31%
26%
26%
25%
21%
21%
12%
Make resource...
Positioning Statements
Profession Themes Association Themes
Continuous Learning & Expertise
Professional Development
& Adv...
Respondents were asked to rate specific words and concepts
Frequency of M ention
IntensityofLiking
M ore
Liked
Less
Liked
...
1. Promote vs. defend value-driven benefits
2. Knowledge is the bridge between information and action
3. Evolution, not re...
Communications Framework
Key Messages
Core Values
Vision & Mission
Positioning
Statement
PROFESSION
ASSOCIATON
Positioning Statement
[SLA] is an international community and the leading voice
for the advancement of the information pro...
Vision & Mission
Vision
[SLA] leads the information
profession into the future by
promoting its members as
invaluable asse...
Core Values for the Profession
Leadership
Ensuring that
organizations have
access to the
information, insights
and trends ...
Core Values for the Association
Continuous Learning &
Prof. Development
Providing continuous
learning opportunities to
dis...
Key Messages for the Professional to
Use
Knowledge Sharing
Information professionals are
accountable for gathering,
organi...
Key Messages for the Professional to Use
Competitive Advantage
Information professionals ensure
organizations have the rig...
Key Messages for the Association
Global networking
[SLA] is the only
association in the world
that serves the
internationa...
Differences in the Private and Public Sector
Approaches to Benefits (FABS)
Private Sector
 Competitive advantage is the i...
Selling Ideas
You are engaging in an INFLUENCE
agenda.
Selling is not a dirty word!
Politics is not a dirty word!
Selling Yourself
You are engaging in a long term relationship!
Invest your personality
Position Yourself and not merely yo...
YOUR COMPETENCIES – NOT JUST YOUR SKILLS
YOUR INSIGHTS AND ADVICE
YOUR NETWORK AND CONNECTIONS
YOUR RESOURCES
YOU!
What ar...
4 P’s of Personal Influence
• Plug-in
• Proactive
• Personable
• Professional
Stand Out in a Crowd
Stephen Abram, MLS, FSLA
SJSU SLIS International Advisory Board
Lighthouse Consulting and Dysart & Jones Associates
Cel: 4...
Sjsu personal influence
Sjsu personal influence
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Sjsu personal influence

  1. 1. Personal Influence: How to Position the Librarian for Success Stephen Abram, MLS SJSU SLIS April 4, 2014
  2. 2. You are your own BRAND!
  3. 3. Be CLEAR on your Uniqueness
  4. 4. Focus on RAPPORT
  5. 5. Your NETWORK has VALUE
  6. 6. IDEAS are the Currency of Influence
  7. 7. Sharing an IDEA has VALUE
  8. 8. Sharing ADVICE has VALUE
  9. 9. Sharing ADVICE has VALUE
  10. 10. Sharing EXPERTISE has VALUE
  11. 11. What is your PERSONAL Positioning?
  12. 12. Bring Your Personality to the Party
  13. 13. Managing Your Brand Equity • Your social presence in person – Dress – Voice – Office – Handshake – Active listening – Conversation pieces – The Introvert Advantage
  14. 14. Managing Your Brand Equity • Your digital social presence – LinkedIn – Facebook – Twitter – Website – e-mail signature – Your digital photo(s) – Google search – Publications
  15. 15. Sales is NOT a Dirty Word!! • It’s simple really. • You want to influence . . . That’s selling plain and simple. • Therefore . . . What are you selling? – Time savings? Quality? Productivity? Authority? Answers? – Certainly not ‘information’ . . . What is your differentiator • What action do you want? • What are they paying with? – Cash Money? budget? time? reputation? avoidance?
  16. 16. What is the one thing we do wrong too often? We don’t . . . _______________________
  17. 17. Ask for the Sale!
  18. 18. Key Tactical Tips • Mirror body image and stance • Introduce others • Lead the conversation • Engage and Disengage • Share your ideas • People don’t care how much you know until they know how much you care. • Follow through
  19. 19. START WITH THE “WHY?” Influence out of context is just a party conversation.
  20. 20. Internal Benefits Clarity of purpose Motivator for members Compass for communications Efficiencies in marketing External Benefits Recognition in the market place Differentiation from competitors Loyalty of existing members Attracting new members Benefits
  21. 21. Elements of Identity VoiceValuesPromise
  22. 22. • Information Roles • Information Habits • Perceptions of Value • Perceptions of Role Key Findings
  23. 23. 43% 36% 35% 30% 27% 26% 19% 15% 15% 8% 5% Company Information Market Research Reports & Services Education & Training Scientific, Technical & Medical News Human Resources Legal & Regulatory Credit & Financial B2B Trade Yellow Pages & Directories Do not use information Top information categories Information Habits
  24. 24. 40% 18% 42% 23% 10% 13% 18% 7% 8% 3% 10% 28% 14% 15% 4% 14% 7% 7% 3% 2% 33% 22% 19% 19% 18% 16% 16% 13% 13% 12% 8% 8% 7% 7% 7% 6% 5% 4% 6% 8% 11% 2% Making information available to the desktop Providing competitive intelligence information Conducting research on users' behalf Providing training on search/use of information Managing internal content Analyzing research results on users' behalf Helping locate information/experts Research staff working on project teams Managing a portal or intranet Integrating content into work processes Providing an alerting service on selected topics Managing a physical library and print collection Evaluating and purchasing content sources Staffing a reference desk, call center, etc. Consultation on organizing information Providing customized information products Document delivery Managing external content Information architecture Copyright compliance Other Providers Users Most Valuable Information Roles (Users vs. Providers) Perceptions of Value
  25. 25. Most Important Attributes of Information Resources 94% 93% 93% 93% 91% 91% 89% 89% 89% 88% 87% 86% 86% 84% 81% 80% 78% 78% 72% 72% 69% 68% 66% 50% Overall relevancy of the information Timeliness of information Ease of use/access Provision of the most current information available Easy to do business with Respected in the industry A provider of relevant and actionable information Depth of coverage Easy to interact with Overall cost-effectiveness A trusted advisor in the marketplace On the leading edge of the information marketplace Usability/user interface Services that I will reuse the next time Overall value of decision support Update frequency Breadth of coverage Frequency of delivery Services that I would recommend to others Integrates new technologies for delivery of information Includes value-added analysis Medium/format Visible in the marketplace Bundling of components/packaging Relevance of information (94%) Timeliness (93%) Ease of use/access (93%) Access to most current information (93%) Perceptions of Value
  26. 26. Value of Information to Organizations 79% 77% 76% 76% 71% 70% 67% 67% 66% 66% 65% 65% 63% 60% 59% 58% 53% 51% 44% I know where to store info I know how to integrate info into my workflow Info is easy to access once I find it I have a good understanding of what is available I have access to high quality content I know how to manage proprietary documents/data It is easy to find info I use to make daily decisions Info helps me make strategic decisions Info is easy to find The info I need is effectively integrated into my workflow Quality/credibility/accuracy is clearly discernable I have had adequate training on how to search for/use info Info is timely/frequently updated Info saves me time It is easy to find info I use to make critical, high-risk decisions There are effective processes in place for sharing internal info Info pros are deeply integrated into my org's business processes Info helps me save money Info helps me generate revenue Perceptions of Value
  27. 27. 50% 45% 45% 40% 38% 36% 33% 31% 26% 26% 25% 21% 21% 12% Make resources and info accessible in a timely, convenient secure manner Create a culture of continuous learning and knowledge sharing Provide credible/customized/contextualized info to promote informed decisions Save time & money by efficiently/effectively obtaining info Facilitate good decision-making by acquiring/authenticating valuable resources Provide expert analysis and deliver value-added intelligence Provide insights and identify trends to create competitive advantage Anticipate and address info needs to achieve organizational objectives Develop & demonstrate KM expertise across industries and disciplines Access networks of experts/colleagues to obtain info & best practices Collaborate to better understand how to approach challenges & opportunities Pursue continuous learning through innovative technology & education practices Promote information literacy through training & education Embrace Web 2.0 technologies in the management & dissemination of info Role of Information Professionals Perceptions of Role
  28. 28. Role of Association/Organization Perceptions of Role 50% 45% 45% 40% 38% 36% 33% 31% 26% 26% 25% 21% 21% 12% Make resources and info accessible in a timely, convenient secure manner Create a culture of continuous learning and knowledge sharing Provide credible/customized/contextualized info to promote informed decisions Save time & money by efficiently/effectively obtaining info Facilitate good decision-making by acquiring/authenticating valuable resources Provide expert analysis and deliver value-added intelligence Provide insights and identify trends to create competitive advantage Anticipate and address info needs to achieve organizational objectives Develop & demonstrate KM expertise across industries and disciplines Access networks of experts/colleagues to obtain info & best practices Collaborate to better understand how to approach challenges & opportunities Pursue continuous learning through innovative technology & education practices Promote information literacy through training & education Embrace Web 2.0 technologies in the management & dissemination of info
  29. 29. Positioning Statements Profession Themes Association Themes Continuous Learning & Expertise Professional Development & Advancement Knowledge Navigators & Value-added Intelligence Networking & Personal/ Professional Connections Strategic Advisors & Growth-Drivers Champions for the Profession Language Exploration
  30. 30. Respondents were asked to rate specific words and concepts Frequency of M ention IntensityofLiking M ore Liked Less Liked These w ords represent the buzz portion of the concept, m any people m ention them positively Finding better choices for w ords or phrases plotted here w ill help the concept There will always be words that are less liked than others, our goal is to have them m entioned as infrequently as possible W ords with positive m entions are always good, perhaps there are words that while positive, could be replaced with ones m entioned m ore often Interactive Editor
  31. 31. 1. Promote vs. defend value-driven benefits 2. Knowledge is the bridge between information and action 3. Evolution, not revolution 4. The “suite” spot—appealing to corporate executives 5. The “L” word Five Key Findings
  32. 32. Communications Framework Key Messages Core Values Vision & Mission Positioning Statement PROFESSION ASSOCIATON
  33. 33. Positioning Statement [SLA] is an international community and the leading voice for the advancement of the information profession. We empower members to achieve professional success within their organizations by providing continuous learning opportunities. We create a culture of knowledge sharing through global networking to exchange information, innovative ideas, insights and trends. We champion the value of information professionals as critical assets who provide value-added intelligence that facilitates good decision-making and creates competitive advantage for organizations.
  34. 34. Vision & Mission Vision [SLA] leads the information profession into the future by promoting its members as invaluable assets to their organizations. We will continually empower our members to be knowledge leaders who actively contribute to and drive the success of their organizations. Mission [SLA] serves as the unified voice for the information profession, advocating its value, promoting best practices, creating knowledge sharing and global networking opportunities, and empowering members to become critical assets within their organizations through continuous learning.
  35. 35. Core Values for the Profession Leadership Ensuring that organizations have access to the information, insights and trends that facilitate good decision-making and create competitive advantage. Accountability & Results Saving organizations time and money by providing value-added intelligence that is accurate, reliable and relevant. Service Delivering expert information to our organizations in a timely, accessible and convenient manner.
  36. 36. Core Values for the Association Continuous Learning & Prof. Development Providing continuous learning opportunities to discover and master emerging technologies, develop leadership skills, and achieve professional success. Knowledge Sharing & Collaboration Leveraging global networking opportunities to promote knowledge sharing and the exchange of information, innovative ideas, insights and trends. Advocacy & Empowerment Serving as the unified voice for the profession, advocating its value, promoting best practices, and empowering members to become critical assets within their organizations.
  37. 37. Key Messages for the Professional to Use Knowledge Sharing Information professionals are accountable for gathering, organizing and sharing the right information for the best decisions. Information professionals further create a culture of knowledge sharing by educating colleagues on the best use of information sources. Global Networking Through active global networking, information professionals promote the exchange of information, innovative ideas, insights and trends.
  38. 38. Key Messages for the Professional to Use Competitive Advantage Information professionals ensure organizations have the right information, insights and trends to make good decisions and gain competitive advantage. Bottom-line Benefits Information professionals save organizations time and money by providing value-added intelligence that is accurate, reliable and relevant. We deliver expert information to our organizations in a timely, accessible and convenient manner.
  39. 39. Key Messages for the Association Global networking [SLA] is the only association in the world that serves the international community of information professionals. We create a culture of knowledge sharing through global networking to exchange information, innovative ideas, insights and trends. Prof. development [SLA] provides members with continuous learning opportunities to explore and master emerging technologies, develop leadership skills and achieve professional success. Unified voice [SLA] serves as the unified voice for the information profession. We advocate its value, promote best practices, and empower members to become critical assets within their organizations.
  40. 40. Differences in the Private and Public Sector Approaches to Benefits (FABS) Private Sector  Competitive advantage is the ideal  Innovation is key to long-term existence  Focus on clients and marketshare  Business strategies  Responsibility to shareholders or owner/investors  Increasing revenue  Risk oriented  Economic success is a prime personal motivator  Competitors, partners and allies  e-Business is the challenge  Focus on “results” Public Sector  Collaborative advantage is the ideal  Good service is the key to long-term existence  Focus on citizens and social contract  Political agendas and government imperatives  Responsibility to parliament and to citizens  Wise use of tax dollars  Risk averse  Making a positive impact on society is a strong motivator  Other departments, levels of government, unions  e-Government is the challenge  Focus on “process”
  41. 41. Selling Ideas You are engaging in an INFLUENCE agenda. Selling is not a dirty word! Politics is not a dirty word!
  42. 42. Selling Yourself You are engaging in a long term relationship! Invest your personality Position Yourself and not merely your resources . . . Promise • What are you all about? Identity • How do people recognize you? Contribution • How do you make a difference? Promotion • How do you get the word out? Monetization • How do you ultimately profit?
  43. 43. YOUR COMPETENCIES – NOT JUST YOUR SKILLS YOUR INSIGHTS AND ADVICE YOUR NETWORK AND CONNECTIONS YOUR RESOURCES YOU! What are you selling?
  44. 44. 4 P’s of Personal Influence • Plug-in • Proactive • Personable • Professional
  45. 45. Stand Out in a Crowd
  46. 46. Stephen Abram, MLS, FSLA SJSU SLIS International Advisory Board Lighthouse Consulting and Dysart & Jones Associates Cel: 416-669-4855 stephen.abram@gmail.com Stephen’s Lighthouse Blog http://stephenslighthouse.com Thanks!
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