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/

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Why Brand Ownership
Matters & How to Get
Buy-In
With Morgan Burke & Dorie Clark
March 26, 2014

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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.

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Do you ever feel like non-marketers...
Are hiding from you?
…It’s because they only see the extra work

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What Is Personal Brand?
Source: thesavvysocialista.com
Born in 1997
More than just an
elevator pitch
= Your Reputation

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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

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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

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Learn How to Leverage Your
Whole Team

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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.

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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

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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

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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

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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.

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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

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Image credit: freelancersunion.com
The Google Test
Benchmark Goal: Get every
employee to show up for all
results on the first page

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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

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Questions?