How to be a thought leader online

“ C’mon Get Social” presented to the Institute Of Management Consultants September 29, 2009 Vanessa DiMauro CEO Leader Networks

Professional networking & social media It’s all about connecting online

Why Engage Online?
Members make good clients
Gain 24X7 view into existing client issues and interests
Showcase value of your practice to prospective clients
Increase client loyalty and retention with the web of knowledge
Member participation helps practice area
Bubble up new trends and issues
Surfaces issues that need consulting help
Allow you to test new ideas and approaches in a less formal way online
Online Participation with you = relationship building
Relationship are a gateway to purchase decisions
Leader Networks © 2009

Being A Brand Online
Online Leadership offers an opportunity for you to develop your
“ Idea Portfolio” through active participation
with people and content over time
Hybrid between published article and verbal presentation i.e. talk or consulting situation
BUT: Big Difference - Exchanges are typically BETWEEN you and another person plus onlookers
Most important thing to get right is how you interact with people online
© 2009 Leader Networks

Listening: Reputation Management
Discover your online identity
Research yourself, your firm or company and your area of practice
http://www.google.com/alerts
Fix or edit any incorrect information about you or your firm.
If you find yourself quoted, mentioned or commented about on a blog or article, use comments area to respond – right away
Activity + Credibility = Visibility

Collaborating: Creating an Effective Social Media Profile
She is reachable and accessible
Effective photo and contact information
Expertise and area of practice is clear and well defined
Credible authority established
Bio is first person
“ She has spoken on 6 continents about the rule of law, women in the law, and the future of the law.”
Links to others = well connected
Interests give personal feeling
Activity and frequency of use establishes commitment

The Network Effect
Jim connects to 14 people upon joining a Network
Those 14 people live in 12 different states and 1 different country
And represent 7 different areas of expertise
Jim now has the ability to connect with all 14 people’s connections
Jim is now connected to about 400 people
Just by connecting to 14 people
Professional networking success means making connections And using them well

Effective Thought Leaders Help Other SEE
S upport Knowledge Exchange
E ncourage Others to Be Visible Online
E nable Access to Tools and Resources

Facilitation Best Practice for Thought Leaders
Framing a question effectively
Blending inquiry with advocacy
Being a facilitator not an expert knower
Moving tacit knowledge into explicit knowledge
Tone and timing
Talking to yourself
Outreach
Teaching a man to fish
Connecting others
Handing over reigns
Managing a highly involved subgroup

Thought Leader Tactics for Engagement Leader Networks © 2009 Main goal Key action Discover members introduce self and email them short overview of group Give members a go-to resource (you) Educate members Be a resource to other online Involve members Ask individuals for documents, opinions, posts and interviews to share with the community Connect members Point people to valuable resources, discussions other people Reward members Reinforce community-enhancing behaviors by thanking members, featuring members, sending “knowledge-gifts” or access to special events.

A Social Media Lifecycle © 2009 Leader Networks SEARCH Find clients or colleagues who are members of the network, identify relationships and connect with them
CONTRIBUTE
Send a link to a story that would be relevant or interesting to them
Watch blogs and use the comment feature
Answer questions in the discussion groups
Feature others on your blog or reference them favorably in the community
INVITE Ask others to participate in an online discussion topic with you CONNECT Engage with others and be a connector

"Share your knowledge. It's a way to achieve immortality." -- Dalai Lama

Promoting: Using Social Media to Prospect
Prepared
Connected
In step with others
Graceful
Or ... How social media are just like being at a face-to-face event

Mis-step #1: Business goals don’t match Social Media Program/Efforts Intention and outcome need to be aligned The WHO should dictate the HOW and the WHY

Misstep #2: Building Mausoleums instead of Sherpa Tents Evolutionary sprints are key Build, learn, evolve, build, learn, evolve, build

Misstep #3: Excessive Exuberance Monitor and Measure to Know and Grow. The Right Metrics Matter!

What You Need to Succeed: the Three P’s
A Purpose for engaging
Know what you want to get out of online professional networking
Define the social media program goals and plans (increase awareness of partners capabilities, share thought leadership)
A Point of View
Use the virtual podium wisely – photo, info & ideas and update
Power to showcase knowledge
let your attorneys show what they know
Transparency is key
If they would be allowed to attend an event without regulation, let them online without controls
Patience
Returns come over time - expect results after 3-6 months.
In person rules of engagement = online rules of engagement

20 Minute Social Media Game Plan
For an effective Social Media savvy professional ...
Spends 5 minutes a day scanning RSS feeds, blogs and emails
1 second to check reputation alert, topic or company key word alert
5 minutes to respond-- if need be -- to a blog post or social media entry
Send email to author of great article – invites to connect if she responds
Logs into professional network every few days for about 8-10 minutes
Connects to 1-3 people every few visits
Writes a personalized email to 1-2 connections
Scans forums or blogs
Comments briefly or posts a message
Once or twice a month (at least) – writes or co-writes a blog entry
Twitters new blog post
Posts blog on network profile
RSS sends blog entry automatically to all subscribers
Responds to comments

Presenter’s BIO
Vanessa DiMauro is the CEO of Leader Networks. A pioneer in business-to-business community building, Vanessa has been creating successful online communities and networks for more than fifteen years. Vanessa is a popular speaker, researcher and author on the topics of online communities, social and professional networking, and Web 2.0 for business. With a research background, Vanessa takes the approach of a cultural anthropologist to help businesses effectively use social media to get closer to their customers, generate revenue, innovation and tangible ROI. She has founded and run leading online professional communities such as Cambridge Information Network (CIN) for Cambridge Technology Partners, Computerworld Executive Suite and CXO Systems' Peer Visibility Network. She consults with many organizations on Web 2.0 for business and has a blue chip client list which includes Cisco, Cognizant, EMC, LexisNexis, The Palladium Group and SAP.
Vanessa DiMauro was recently named a 2009 Research Fellow for the Society of New Communications Research and also serves as an Executive- In-Residence at Babson College, for the Olin School of Management. Women in Technology International (WITI) named Vanessa DiMauro one of "Boston's Most Influential Women in Technology". She holds both a B.A. and an M.A. from Boston College.

How to be a thought leader online

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