Brand Ownership Tactics

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Branding expert Dorie Clark joins OpenView’s Morgan Burke to share their favorite brand ownership tactics and how to achieve non-marketer buy-in.

Discover how to:
- Manage your personal brand
- Identify the three key types of people in your organization: Thinkers, Contributors, Politicians
- Get buy-in from non-marketers

To watch a recorded video of the complete webinar visit http://labs.openviewpartners.com/brand-ownership-tactics-webinar/

Published in: Marketing, Business, Technology
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Brand Ownership Tactics

  1. 1. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Why Brand Ownership Matters & How to Get Buy-In With Morgan Burke & Dorie Clark March 26, 2014
  2. 2. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved 73% of B2B organizations have someone dedicated to content marketing. MYTH: It’s the Content Marketer’s job to create 100% of your content and own the brand.
  3. 3. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Do you ever feel like non-marketers... Are hiding from you? …It’s because they only see the extra work
  4. 4. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved What Is Personal Brand? Source: thesavvysocialista.com Born in 1997 More than just an elevator pitch = Your Reputation
  5. 5. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Why Does it Matter? Source: thesavvysocialista.com •  For You •  For Your Company ›❯  More Respect ›❯  Career Insurance ›❯  Attract the Right Kind of Opportunities ›❯  Rainmaker ›❯  Halo Effect ›❯  Strong Brand = Pricing Premium
  6. 6. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Make it a Company-Wide Initiative Are hiding from you? •  Company-wide Klout competition •  Including in Quarterly/ Annual Goals •  Weekly e-Newsletter •  Visible Leaderboard •  Involve the Higher Ups
  7. 7. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Learn How to Leverage Your Whole Team
  8. 8. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved The Thinker The Writer/Producer The Politician Identify Your Go-To People TRUTH: We are responsible for helping stakeholders across the company communicate their vision in the most effective way possible for them.
  9. 9. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved 1) The Thinkers Who are they: Why are they helpful: ›❯  Top level execs or more technical experts ›❯  Outspoken “idea” people or critics ›❯  Anyone with little or no time to proactively contribute ›❯  An extra set of eyes and ears ›❯  Breadth of knowledge marketers don’t always have ›❯  Fresh perspective Mutual Benefits: low commitment, potential high impact
  10. 10. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved 2) Content Creators Who are they: ›❯  Disciplined and willing to stick to deadlines ›❯  Understands how to capture a company’s voice & tone ›❯  People who LOVE to write or talk! Why are they helpful: Mutual Benefits: credibility, inbound links, new audience ›❯  “Free” content ›❯  Niche expertise ›❯  Varying perspective or angle on key issues Guest Posts Corporate Blog Webinars
  11. 11. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved 3) Content Distributors Who are they: …it’s all in the delivery. Why are they helpful: Mutual Benefits: credibility, targeted reach, brand focus, influencer engagement ›❯  Networkers ›❯  Externally facing ›❯  Active social engagement ›❯  The #1 brand advocates ›❯  Bring a human touch to your business ›❯  Increased leverage
  12. 12. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved 3 Tips for Leveraging Co-Workers 1) Identify individual strengths and weaknesses 2) Provide incentives 3) Make contributing as easy as possible Fact: 50% of OpenView’s content is generated by non- marketing employees.
  13. 13. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved All Employees ›❯  Create & maintain LI, Twitter & G+ ›❯  Create a uniform tagline for each account Content Creators ›❯  Implement Google Authorship ›❯  Create bio to be used everywhere, including links Content Distributors ›❯  80/20 Rule: 80% professional/ 20% personal Image credit: freelancersunion.com Personal Branding Guidelines
  14. 14. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Image credit: freelancersunion.com The Google Test Benchmark Goal: Get every employee to show up for all results on the first page
  15. 15. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Image credit: freelancersunion.com Go Forth – and Start Small ›❯  Make it culturally unacceptable for people to “Opt Out” ›❯  Everyone must be findable ›❯  Bare Minimum = LinkedIn and 1 other social account Image credit: petewitt.empowernetwork.com
  16. 16. Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Questions?

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