Personal branding - ARISE ROBY

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Personal branding - ARISE ROBY

  1. 1. ARISE TRAINING & RESEARCH CENTER A ARISEROBY PRESENTATION
  2. 2. • Chief Possibility Officer at Bayt.com • Director at Intilaq • Head of Strategic Initiatives, Enterprise B.M. • English Department Head, AIS Kuwait, … • M.Ed from U of T (impact of culture and language on collaborative e-learning) • Honours B.A. in History and English Literature • with many labels… So why should we listen to this guy? ARISE TRAINING & RESEARCH CENTER
  3. 3. Objectives: ARISE TRAINING & RESEARCH CENTER and why do I need one? • You tell me… • My own: • define terms • introduce some tools to spark exploration • what brands are doing • how brands are changing • apply to our own personal brand • broadcast, listen, and learn. Then repeat. • action points
  4. 4. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here brand So what is a and how is it created?
  5. 5. …a logo? ARISE TRAINING & RESEARCH CENTER
  6. 6. …a classical ad? ARISE TRAINING & RESEARCH CENTER
  7. 7. …or a creative image or positioning? ARISE TRAINING & RESEARCH CENTER
  8. 8. From Procter & Gamble ARISE TRAINING & RESEARCH CENTER
  9. 9. From Marty Neumeier ARISE TRAINING & RESEARCH CENTER
  10. 10. Think of a brand and write a BPS ARISE TRAINING & RESEARCH CENTER and why do I need one? A positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.
  11. 11. Need some help getting started…? ARISE TRAINING & RESEARCH CENTER and why do I need one? For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is reason to believe).
  12. 12. Quick check: ARISE TRAINING & RESEARCH CENTER and why do I need one? 1. Is it memorable, motivating and focused to the core prospect? 2. Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? 3. Can the brand own it? 4. Is it credible and believable? 5. Does it enable growth? 6. Does it serve as a filter for brand decision- making?
  13. 13. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here brand So that’s a then…?
  14. 14. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here Nope!
  15. 15. A brand is what WE say it is! ARISE TRAINING & RESEARCH CENTER and why do I need one? The most a brand can do is define it’s “Brand Positioning Statement” and use that to shape their internal and external messages. BUT. How they live and present this message (medium and content), and MOST IMPORTANTLY, how WE perceive this message are what DEFINES THE BRAND.
  16. 16. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here Ok, fine; but that’s it right…?
  17. 17. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here Ok, fine; but that’s it right…? then Social Media ARRIVES!
  18. 18. What is Social Media? Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. But that’s not it entirely… ARISE TRAINING & RESEARCH CENTER
  19. 19. It’s how people engage, participate, and share online… ARISE TRAINING & RESEARCH CENTER
  20. 20. It started… ARISE TRAINING & RESEARCH CENTER
  21. 21. and grows… ARISE TRAINING & RESEARCH CENTER
  22. 22. It’s how people engage, participate, and share online… ARISE TRAINING & RESEARCH CENTER and there’s more…
  23. 23. It’s how people engage, participate, and share online… ARISE TRAINING & RESEARCH CENTER and more!
  24. 24. … it’s the experiences you leave behind ARISE TRAINING & RESEARCH CENTER
  25. 25. … and the shared meaning you create. ARISE TRAINING & RESEARCH CENTER
  26. 26. It’s… • 100,000,000 videos on YouTube • 4,000,000 articles on Wikipedia • 200 M blogs • 1 billion tweets on twitter • 200 M people on Facebook each month ARISE TRAINING & RESEARCH CENTER
  27. 27. It’s the Numbers and beyond • 346,000,000 - number of people globally who read blogs • 700,000,000 - number of photos added to Facebook monthly • 273.1 minutes - time on average spent watching online video each month • 55% - internet users who have uploaded and shared photos • 57% - internet users who have joined a social network • 93% - Americans online expect companies to have a social media presenceARISE TRAINING & RESEARCH CENTER
  28. 28. It’s more than 1 tool…but here’s a few samples: ARISE TRAINING & RESEARCH CENTER
  29. 29. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  30. 30. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  31. 31. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  32. 32. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  33. 33. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  34. 34. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  35. 35. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  36. 36. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  37. 37. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  38. 38. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • What is social media – define terms x x x and why do I need one?
  39. 39. Do you use Social Media? When? Why? How? Who? ARISE TRAINING & RESEARCH CENTER
  40. 40. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here So brands like it, and start using Social Media , but…
  41. 41. Social Media Challenge #1 Companies have to overcome their fear. • Learn to “let go” • Give control back to the consumer • Lose the limits imposed by legal • Reinvent PR to also listen and respond • But is the risk work the reward? ARISE TRAINING & RESEARCH CENTER
  42. 42. Social Media Challenge #2 This is a different kind of marketing. • Stop thinking “campaign” • Stop thinking “channel(s)” • Beware of Business Week syndrome • Set objectives from the start – brand statement • It’s so much more than “marketing,” but is too ARISE TRAINING & RESEARCH CENTER
  43. 43. Social Media Challenge #3 It starts with the community inside. • Bringing community to the business silos • Socializing is the key to success • Watch out for company A.D.D. • End users can tell if your “family” is dysfunctional ARISE TRAINING & RESEARCH CENTER
  44. 44. Social Media Challenge #4 Social media advocates are over-zealous. • It’s not just brands who are challenged • The world wide echo chamber • Don’t follow the “shiny object” • Be loud by combining a million tiny voices • Prevent culture shock ARISE TRAINING & RESEARCH CENTER
  45. 45. Social Media Challenge #5 Consumers are suffering from fatigue. • It’s a competition for consumer attention • They can afford to be picky • Human behavior is complex • But phony never flies ARISE TRAINING & RESEARCH CENTER
  46. 46. Beware the backlash… ARISE TRAINING & RESEARCH CENTER
  47. 47. Beware the backlash… ARISE TRAINING & RESEARCH CENTER
  48. 48. Beware the backlash… ARISE TRAINING & RESEARCH CENTER
  49. 49. Action plan? ARISE TRAINING & RESEARCH CENTER
  50. 50. Here’s the plan: 1. Research before engaging/connecting 2. Determine Goals 3. Personal or Branded Profile 4. Build Equity and Credibility 5. Track Metrics 6. Less Structure is Better 7. Listen and Observe Before Engaging 8. Be Authentic 9. Track, Measure, Iterate 10. Don’t Just Strategize, Execute ARISE TRAINING & RESEARCH CENTER and why do I need one?
  51. 51. ARISE TRAINING & RESEARCH CENTER Reinventing Customer Service
  52. 52. For some companies, this is already happening… ARISE TRAINING & RESEARCH CENTER
  53. 53. The Happy Customer Zappos.com / Powered by Service Zappos.com doesn’t sell shoes, they deliver “WOW” through service. The primary sources of the company's rapid growth have been repeat customers and numerous word of mouth recommendations. Free shipping both ways, an always open call center, and 365 day return policy are part of what sets Zappos apart. "Hopefully, 10 years from now, people won't even realize we started out selling shoes." Tony Hsieh (CEO) ARISE TRAINING & RESEARCH CENTER
  54. 54. ARISE TRAINING & RESEARCH CENTER
  55. 55. How Do You Measure Success? Active Participation: 438 Zappos employees are on Twitter Instant Access to Your Customers: 47,104 Followers on of the top Twitter accounts Extending Your Reach: Increased traffic and search volume More Efficient, More Effective: Limit the amount of advertising by focusing on a customer experience that generates WoM Increasing the Bottom line: $928 million buyout by AmazonARISE TRAINING & RESEARCH CENTER
  56. 56. For some companies, this is already happening… ARISE TRAINING & RESEARCH CENTER
  57. 57. For some companies, this is already happening… ARISE TRAINING & RESEARCH CENTER
  58. 58. The Unhappy Customer Comcast’s New Nightmare 23,000 subscribers - how many blog readers Michael Arrington told when his Comcast service was down 1.3 million viewers is how many saw the video a Comcast customer recorded when a service technician fell asleep in his house The customer’s voice is a powerful weapon… ARISE TRAINING & RESEARCH CENTER
  59. 59. ARISE TRAINING & RESEARCH CENTER Reinventing Public Relations
  60. 60. What Ford Heard… ARISE TRAINING & RESEARCH CENTER “If we all bought American, where would the competition and innovation be? Have you seen the junk on wheels they sell? The Big 3 haven't been selling what people want, but the foreign car companies have.” Why are American cars still so unreliable? Nobody buys American anymore!! Six in 10 oppose auto bailout…
  61. 61. Change The Conversation The Trouble Ford Was In • Consumers don’t trust corporations • Trust needs a face and a name • Enter the automotive crisis • Ford put into an interesting position • Can a bad situation be a brand defining moment? ARISE TRAINING & RESEARCH CENTER
  62. 62. ARISE TRAINING & RESEARCH CENTER
  63. 63. How Do You Measure Success? Get Your Content Out There: 100% traffic increase in past 4 months to thefordstory.com; 53,354 views for YouTube vid A Strong Leading Man: Scott Monty has 14265 followers on Twitter and conducts almost daily interviews Be the Brand Everyone Is Talking About: #12 in AdAge’s most social brands of 2008, next to Disney, Sony, Dell and Apple Owning Your Story, Before It Owns You: Ford effectively changed the conversation around their position in automotive bailoutARISE TRAINING & RESEARCH CENTER
  64. 64. How are we each like a brand? ARISE TRAINING & RESEARCH CENTER
  65. 65. The brand is you but it doesn’t have to be scary ARISE TRAINING & RESEARCH CENTER
  66. 66. Progression: • So what do Publishers Insert Text Here ARISE TRAINING & RESEARCH CENTER • Insert Text Here personal brand So what is a and why do I need one?
  67. 67. Personal branding is the process whereby people and their careers are marked (and marketed) as brands. ttp://en.wikipedia.org/wiki/Personal_branding ARISE TRAINING & RESEARCH CENTER
  68. 68. personal brand statement So what exactly is an ? ARISE TRAINING & RESEARCH CENTER
  69. 69. Remember our brands? ARISE TRAINING & RESEARCH CENTER and why do I need one? A positioning statement is a succinct description of the core target audience to whom a brand is directed, and a compelling picture of how the marketer wants them to view the brand.
  70. 70. Personal brand statement is a strong core statement that differentiates you from others and helps you gain a competitive advantage in your current and future jobs. ARISE TRAINING & RESEARCH CENTER
  71. 71. Position Yourself: Describe yourself – no, position your personal brand – in 140 characters or less. GO! ARISE TRAINING & RESEARCH CENTER
  72. 72. Remember our quick check? ARISE TRAINING & RESEARCH CENTER and why do I need one? 1. Is it memorable, motivating and focused to the core prospect? 2. Does it provide a clear, distinctive and meaningful picture of the brand that differentiates it from the competition? 3. Can the brand own it? 4. Is it credible and believable? 5. Does it enable growth? 6. Does it serve as a filter for brand decision- making?
  73. 73. personal brand How do you build a ? ARISE TRAINING & RESEARCH CENTER
  74. 74. Are there best practices? What are the best practices for a conversation? What about for a relationship? You can read books, attend seminars, but it all comes back to who you are and who they are. There is one best practice to which there is no exception… BE REAL ARISE TRAINING & RESEARCH CENTER
  75. 75. ARISE TRAINING & RESEARCH CENTER You need a plan…(?)
  76. 76. Not that plan. But start by getting involved... ARISE TRAINING & RESEARCH CENTER Broadcast Listen
  77. 77. ARISE TRAINING & RESEARCH CENTER Are you ready to listen
  78. 78. ARISE TRAINING & RESEARCH CENTER Are you ready to listen…Be valuable and meaningful
  79. 79. ARISE TRAINING & RESEARCH CENTER …Reach out to your followers community
  80. 80. ARISE TRAINING & RESEARCH CENTER …Find ways to ignite conversation
  81. 81. ARISE TRAINING & RESEARCH CENTER Remember to be a great party host
  82. 82. ARISE TRAINING & RESEARCH CENTER Extend your reach beyond the web
  83. 83. Let’s remind ourselves of the plan: 1. Research before engaging/connecting 2. Determine Goals 3. Personal or Branded Profile 4. Build Equity and Credibility 5. Track Metrics 6. Less Structure is Better 7. Listen and Observe Before Engaging 8. Be Authentic 9. Track, Measure, Iterate 10. Don’t Just Strategize, Execute ARISE TRAINING & RESEARCH CENTER and why do I need one?
  84. 84. Extend our participation… ARISE TRAINING & RESEARCH CENTER
  85. 85. This becomes more difficult… ARISE TRAINING & RESEARCH CENTER Broadcast Listen Broadcast Listen Broadcast Listen Broadcast Listen
  86. 86. So the good news: Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark. ARISE TRAINING & RESEARCH CENTER
  87. 87. Learn ARISE TRAINING & RESEARCH CENTER
  88. 88. Show up, but do more ARISE TRAINING & RESEARCH CENTER
  89. 89. Network for mutual benefit ARISE TRAINING & RESEARCH CENTER
  90. 90. Be everywhere ARISE TRAINING & RESEARCH CENTER
  91. 91. Follow the thought-leaders to become one ARISE TRAINING & RESEARCH CENTER
  92. 92. Show what you know ARISE TRAINING & RESEARCH CENTER
  93. 93. Join and engage ARISE TRAINING & RESEARCH CENTER
  94. 94. The bad news: something is missing… ARISE TRAINING & RESEARCH CENTER
  95. 95. LEARNING!! ARISE TRAINING & RESEARCH CENTER
  96. 96. This is HARD WORK But it will get easier… ARISE TRAINING & RESEARCH CENTER
  97. 97. Take micro-learnings and crystallize them: PLE ARISE TRAINING & RESEARCH CENTER Broadcast ListenLearn Broadcast ListenLearn Broadcast ListenLearn Broadcast ListeLearn Personal Learning Environment
  98. 98. what you are doing (social media) + where you are doing it (tools) + listen and learning (best practices) + aggregating this learning (wiki, brain) + constructing learning artifacts (blog, google site) ________________________________________________________________________________________________ = Personal Learning Environment ARISE TRAINING & RESEARCH CENTER
  99. 99. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • Move from broadcast and listen to 3) learn • Create a PLE • Google • Wordpress and why do I need one? Use Wordpress, or
  100. 100. Progression: Insert Text Here ARISE TRAINING & RESEARCH CENTER • Move from broadcast and listen to 3) learn • Create a PLE • Google • Wordpress and why do I need one? Use Google Apps
  101. 101. Personal Learning Environments… • Must include broadcasting and listening • AND learning • Are self-determined • Can include many tools • Require some aggregation to reduce noise • Need a blog, Google site or wiki to build learning artifacts • And these artifacts ARE your CV… ARISE TRAINING & RESEARCH CENTER and why do I need one?
  102. 102. You brand is what YOU say it is… ARISE TRAINING & RESEARCH CENTER and why do I need one? …but not on a CV
  103. 103. Sure, a resume needs to be filled with unique accomplishments, and examples of impacting the bottom line. It should be a Brand- focused resume Your skills and unique value needs to transcend any particular industry. ARISE TRAINING & RESEARCH CENTER
  104. 104. You need to start learning other areas of the business, while mastering a specialty = you have to work much harder! You need to become a Generalist AND a Specialist ARISE TRAINING & RESEARCH CENTER
  105. 105. You need to stand out ARISE TRAINING & RESEARCH CENTER
  106. 106. Your brand is what YOU say it is…BUT not on a CV ARISE TRAINING & RESEARCH CENTER and why do I need one? The most a CV can do is define it’s “Personal Brand Positioning Statement” and use that to shape their internal and external messages. BUT. How you live and present this message (medium and content), and MOST IMPORTANTLY, how OTHERS perceive this message are what DEFINES YOUR BRAND.
  107. 107. So don't be the: Be the: looking for a job person doing interesting things person If you're busy doing things that matter to you/reward you, you're not only unique but you're also interesting. It might also help you better define the behaviors you want to engage in vs. the inert, static job description you otherwise might have thought you wanted. Finally, doing what you're supposed to do will land you right in the middle of the pack of all the other people doing exactly the same things. ARISE TRAINING & RESEARCH CENTER
  108. 108. Your Personal Brand is a reflection of your PLE • Communication skills • Socializing skills • Subject matter expertise • Are you publishing, retweeted, quoted, commented, recommended? ARISE TRAINING & RESEARCH CENTER and why do I need one?
  109. 109. Start now… • Tune your Facebook account • Get on Twitter • Check lists on TweetDeck – follow • Post, comment and engage • Create/boost your blog • Present yourself on SlideShare • Start following thought-leaders by searching Technorati and using Google Readeer • Use your blog to build a PLE ARISE TRAINING & RESEARCH CENTER and why do I need one?
  110. 110. Let’s summarize the key points: 1. Research before engaging/connecting 2. Determine Goals 3. Personal or Branded Profile 4. Build Equity and Credibility 5. Track Metrics 6. Less Structure is Better 7. Listen and Observe Before Engaging 8. Be Authentic 9. Track, Measure, Iterate 10. Don’t Just Strategize, Execute 11. Add build a PLE to learn! ARISE TRAINING & RESEARCH CENTER and why do I need one?
  111. 111. Thank you ARISE TRAINING & RESEARCH CENTER

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