Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Media Breakfast Briefing:
#ExpertPower
@helenmarygill, Founding Director of
@engagecomms
10 July 2013
#ExpertPower
“Ability to influence other parties based
on expertise and knowledge.”
[Businessdictionary.com]
• Something t...
Help your CEO to inspire
1. Help them ‘be themselves better’
2. Drive the mission and values
3. Paint the future
4. Be the...
How has social media changed things?
• It hasn’t really – the best practice principles
above are still the same
• Social m...
The upside and the downside
• We can now publish our own content so don’t
always need to go through the media and other
in...
So, how do we need to adapt?
• Brands can gain influence using social
media, but they can’t gain #expertpower
• People buy...
The challenges
• It is very difficult to manage
reputation, messaging and consistency when
individuals are given responsib...
The opportunities
• Technical experts who might find it difficult to get
up on a podium and talk at a conference or give a...
The role of PR in gaining #expertpower
• Provide training, guidelines, templates and policies
that empower rather than res...
#Personalbranding – just a buzzword?
• No.
• It’s not just for celebrities and
ego-maniacs!
• And it doesn’t just have a r...
The corporate brand vs the personal brand
• Individuals hold all your brand’s #expertpower
but that doesn’t mean that they...
5 tips for giving your experts ‘the power’
1. Tease out the ‘gems’ – technical people
often don’t know which bits of what ...
Case study: Blacks Solicitors
Case study: Armstrong Watson
Task #1: Your expert’s power in a tweet
• Used to be an ‘elevator pitch’, now it’s how can your
expert commentator get not...
Engage with us!
Follow @engagecomms @helenmarygill
Find us on LinkedIn
www.engagecomms.co.uk/blog
Download the slides from...
Helen gill cipr yl social media breakfast briefing on expert power july 2013
Upcoming SlideShare
Loading in …5
×

Helen gill cipr yl social media breakfast briefing on expert power july 2013

476 views

Published on

Helen Gill (nee Standing)’s session on ‘Expert Power’ for the CIPR Yorkshire & Lincolnshire group will look at how PR people can adapt their media relations skills to the digital world, demonstrating why social media firmly belongs within the public relations discipline. Using case study examples, Helen will share tips on how to translate traditional media training techniques into supporting and enabling clients/colleagues to use social media such as blogging, Twitter and LinkedIn to position themselves as thought leaders. She will outline the role of the PR advisor in ensuring that individual experts have the right skill-set, personality and support to gain influence through online interactions which are genuine, memorable and visible to the right audiences.

Helen is one of the founding Directors of digital comms consultancy Engage Comms Ltd, which was established a year ago to fill a gap in the market between traditional PR agencies and 'social media gurus'. Bringing fundamental communications principles to social media, Helen delivers 'hands-on' training to clients from a range of sectors including professional services, construction, lifestyle, health and education. She is an Accredited Member of the CIPR, current Treasurer of the Yorkshire & Lincolnshire committee and a part time PR Lecturer and dissertation supervisor at Leeds Metropolitan University.

Published in: Education, Business
  • Be the first to comment

  • Be the first to like this

Helen gill cipr yl social media breakfast briefing on expert power july 2013

  1. 1. Social Media Breakfast Briefing: #ExpertPower @helenmarygill, Founding Director of @engagecomms 10 July 2013
  2. 2. #ExpertPower “Ability to influence other parties based on expertise and knowledge.” [Businessdictionary.com] • Something that we as PR people have always been responsible for helping our clients and colleagues gain
  3. 3. Help your CEO to inspire 1. Help them ‘be themselves better’ 2. Drive the mission and values 3. Paint the future 4. Be the eyes and ears 5. Engage through conversations 6. Be audience-centric 7. Learn to listen ‘louder’ 8. Develop a point of view 9. Teach your boss to tell stories 10. The importance of signals 11. Prepare properly for public platforms 12. Learn, rehearse, review, improve
  4. 4. How has social media changed things? • It hasn’t really – the best practice principles above are still the same • Social media is not a sales/advertising tool, it is a relationship/influence tool • This is the ‘thought leadership’ part of PR • BUT we need to adapt what we do in terms of media training/relations and speech coaching/writing to the digital age
  5. 5. The upside and the downside • We can now publish our own content so don’t always need to go through the media and other intermediaries to have a say on something BUT • It is even harder to stand out and be memorable because there is so much content out there and people have to come and find you
  6. 6. So, how do we need to adapt? • Brands can gain influence using social media, but they can’t gain #expertpower • People buy people and people want to engage with real people online – they expect a ‘face’ • Experts need to be bought in and trained to be social media savvy - good communications skills are more important than ever • Original content is king – you need to produce lots more of it!
  7. 7. The challenges • It is very difficult to manage reputation, messaging and consistency when individuals are given responsibility for their own online profile • There needs to be a culture/mindset of collaboration and openness for long term mutual benefit, which can be difficult in some sectors • Some experts just won’t have the right personality for social media, which will make it very difficult to ‘teach’ in a genuine way
  8. 8. The opportunities • Technical experts who might find it difficult to get up on a podium and talk at a conference or give a media interview may feel more comfortable behind the computer screen • The speed and conciseness that social media demands forces you to translate expertise into the simplest possible terms • ANYONE can gain influence using social media – your expert doesn’t need to be in a position of great power to gain #expertpower online
  9. 9. The role of PR in gaining #expertpower • Provide training, guidelines, templates and policies that empower rather than restrict them • Help experts translate what they do into engaging language and ghostwrite/create compelling multimedia content – blogs, tweets, videos etc • Break things down into bitesize, shareable chunks • Coach them in online relationship building – LinkedIn etiquette, responding to tweets etc • Proactively monitor online conversations/trends • Identify the people they need to get in front of then help them to stay ‘front of mind’
  10. 10. #Personalbranding – just a buzzword? • No. • It’s not just for celebrities and ego-maniacs! • And it doesn’t just have a role to play in job hunting • They will only gain real influence online if they can stand out – personal branding will allow your clients and colleagues to carve a niche for themselves and be memorable • It is just making the most of what they already do
  11. 11. The corporate brand vs the personal brand • Individuals hold all your brand’s #expertpower but that doesn’t mean that they should be ‘on message’ • You can have a range of different spokespeople with different specialisms/areas of expertise but they all need to be tied together somehow • Give them brand guidelines which help maintain consistency of look/feel/tone/style
  12. 12. 5 tips for giving your experts ‘the power’ 1. Tease out the ‘gems’ – technical people often don’t know which bits of what they do is actually interesting to others 2. Get to know their personality and understand their tone of voice 3. Develop a personal brand strategy for them which is aligned with the corporate brand 4. Get their buy in – demonstrate the business case, show them real life examples and take them on the journey 5. Give them one-on-one, tailored coaching
  13. 13. Case study: Blacks Solicitors
  14. 14. Case study: Armstrong Watson
  15. 15. Task #1: Your expert’s power in a tweet • Used to be an ‘elevator pitch’, now it’s how can your expert commentator get noticed in 140 characters • Come up with 140 characters for your expert that gets across their ‘power’ and personality
  16. 16. Engage with us! Follow @engagecomms @helenmarygill Find us on LinkedIn www.engagecomms.co.uk/blog Download the slides from slideshare.net

×