17. Managing Your Brand Equity
• Your social presence in person
– Dress
– Voice
– Office
– Handshake
– Active listening
– Conversation pieces
– The Introvert Advantage
18. Managing Your Brand Equity
• Your digital social presence
–
–
–
–
–
–
–
–
LinkedIn
Facebook
Twitter
Website
e-mail signature
Your digital photo(s)
Google search
Publications
19. Sales is NOT a Dirty Word!!
• It’s simple really.
• You want to influence . . . That’s selling plain and
simple.
• Therefore . . . What are you selling?
– Time savings? Quality? Productivity? Authority?
Answers?
– Certainly not ‘information’ . . . What is your
differentiator
• What action do you want?
• What are they paying with?
– Cash Money? budget? time? reputation? avoidance?
20. What is the one thing we do
wrong too often?
We don’t . . .
_______________________
22. Key Tactical Tips
•
•
•
•
•
•
Mirror body image and stance
Introduce others
Lead the conversation
Engage and Disengage
Share your ideas
People don’t care how much you know until
they know how much you care.
• Follow through
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.
33. Influence out of context is just a party conversation.
START WITH THE “WHY?”
34.
35.
36. Benefits
Internal Benefits
External Benefits
Clarity of purpose
Recognition in the market place
Motivator for members
Differentiation from competitors
Compass for communications
Loyalty of existing members
Efficiencies in marketing
Attracting new members
39. Information Habits
Top information categories
43%
Company Information
36%
Market Research Reports & Services
Education & Training
35%
Scientific, Technical & Medical
30%
News
27%
26%
Human Resources
19%
Legal & Regulatory
Credit & Financial
15%
B2B Trade
15%
Yellow Pages & Directories
Do not use information
8%
5%
40. Perceptions of Value
Most Valuable Information Roles (Users vs. Providers)
Making information available to the desktop
33%
18%
Providing competitive intelligence information
Conducting research on users' behalf
19%
19%
18%
Providing training on search/use of information
Analyzing research results on users' behalf
Helping locate information/experts
7%
Research staff working on project teams
3%
Providing an alerting service on selected topics
Managing a physical library and print collection
8%
8%
Evaluating and purchasing content sources
Consultation on organizing information
Providing customized information products
Document delivery
Managing external content
Information architecture
Copyright compliance
Other
42%
23%
13%
13%
12%
10%
11%
8%
Managing a portal or intranet
Staffing a reference desk, call center, etc.
22%
10%
13% 16%
18%
16%
Managing internal content
Integrating content into work processes
40%
8%
6%
7%
4% 7%
7%
7%
6%
5%7%
3%
4%
2% 2%
14%
15%
14%
Providers
28%
Users
41. Perceptions of Value
Most Important Attributes of Information Resources
Relevance of information
(94%)
Timeliness (93%)
Ease of use/access
(93%)
Access to most current
information (93%)
Overall relevancy of the information
Timeliness of information
Ease of use/access
Provision of the most current information available
Easy to do business with
Respected in the industry
A provider of relevant and actionable information
Depth of coverage
Easy to interact with
Overall cost-effectiveness
A trusted advisor in the marketplace
On the leading edge of the information marketplace
Usability/user interface
Services that I will reuse the next time
Overall value of decision support
Update frequency
Breadth of coverage
Frequency of delivery
Services that I would recommend to others
Integrates new technologies for delivery of information
Includes value-added analysis
Medium/format
Visible in the marketplace
Bundling of components/packaging
50%
94%
93%
93%
93%
91%
91%
89%
89%
89%
88%
87%
86%
86%
84%
81%
80%
78%
78%
72%
72%
69%
68%
66%
42. Perceptions of Value
Value of Information to Organizations
I know w here to store info
I know how to integrate info into m y w orkflow
Info is easy to access once I find it
I have a good understanding of w hat is available
I have access to high quality content
I know how to m anage proprietary docum ents/data
It is easy to find info I use to m ake daily decisions
Info helps m e m ake strategic decisions
Info is easy to find
The info I need is effectively integrated into m y w orkflow
Quality/credibility/accuracy is clearly discernable
I have had adequate training on how to search for/use info
Info is tim ely/frequently updated
Info saves m e tim e
It is easy to find info I use to m ake critical, high-risk decisions
There are effective processes in place for sharing internal info
Info pros are deeply integrated into m y org's business processes
Info helps m e save m oney
Info helps m e generate revenue
79%
77%
76%
76%
71%
70%
67%
67%
66%
66%
65%
65%
63%
60%
59%
58%
53%
51%
44%
43. Perceptions of Role
Role of Information Professionals
50%
Make resources and info accessible in a timely, convenient secure manner
45%
Create a culture of continuous learning and knowledge sharing
45%
Provide credible/customized/contextualized info to promote informed decisions
40%
Save time & money by efficiently/effectively obtaining info
38%
Facilitate good decision-making by acquiring/authenticating valuable resources
36%
Provide expert analysis and deliver value-added intelligence
33%
Provide insights and identify trends to create competitive advantage
Anticipate and address info needs to achieve organizational objectives
31%
Develop & demonstrate KM expertise across industries and disciplines
26%
Access networks of experts/colleagues to obtain info & best practices
26%
Collaborate to better understand how to approach challenges & opportunities
25%
Pursue continuous learning through innovative technology & education practices
21%
Promote information literacy through training & education
21%
Embrace Web 2.0 technologies in the management & dissemination of info
12%
44. Perceptions of Role
Role of Association/Organization
Make resources and info accessible in a timely, convenient secure manner
50%
Create a culture of continuous learning and knowledge sharing
45%
Provide credible/customized/contextualized info to promote informed decisions
45%
Save time & money by efficiently/effectively obtaining info
40%
Facilitate good decision-making by acquiring/authenticating valuable resources
38%
Provide expert analysis and deliver value-added intelligence
36%
Provide insights and identify trends to create competitive advantage
33%
Anticipate and address info needs to achieve organizational objectives
31%
Develop & demonstrate KM expertise across industries and disciplines
26%
Access networks of experts/colleagues to obtain info & best practices
26%
Collaborate to better understand how to approach challenges & opportunities
25%
Pursue continuous learning through innovative technology & education practices
21%
Promote information literacy through training & education
Embrace Web 2.0 technologies in the management & dissemination of info
21%
12%
45. Language Exploration
Positioning Statements
Profession Themes
Association Themes
Continuous Learning & Expertise
Professional Development
& Advancement
Knowledge Navigators &
Value-added Intelligence
Networking & Personal/
Professional Connections
Strategic Advisors &
Growth-Drivers
Champions for the Profession
46. Interactive Editor
Respondents were asked to rate specific words and concepts
Intensity of Liking
More
Liked
Less
Liked
Words with positive
mentions are always
good, perhaps there
are words that while
positive, could be
replaced with ones
mentioned more
often
These words
represent the
buzz portion of
the concept,
many people
mention them
There will always be
words that are less
liked than others, our
goal is to have them
mentioned as
infrequently as
possible
Finding better
choices for
words or
phrases plotted
here will help
the concept
positively
Frequency of Mention
47. Five Key Findings
1. Promote vs. defend value-driven benefits
2. Knowledge is the bridge between information and action
3. Evolution, not revolution
4. The “suite” spot—appealing to corporate executives
5. The “L” word
49. Positioning Statement
[SLA] is an international community and the leading voice
for the advancement of the information profession.
We empower members to achieve professional success
within their organizations by providing
continuous learning opportunities.
We create a culture of knowledge sharing through global
networking to exchange information, innovative
ideas, insights and trends.
We champion the value of information professionals as
critical assets who provide value-added intelligence that
facilitates good decision-making and creates
competitive advantage for organizations.
50. Vision & Mission
Vision
[SLA] leads the information
profession into the future by
promoting its members as
invaluable assets to their
organizations. We will continually
empower our members to be
knowledge leaders who actively
contribute to and drive the
success of their organizations.
Mission
[SLA] serves as the unified voice
for the information
profession, advocating its
value, promoting best
practices, creating knowledge
sharing and global networking
opportunities, and empowering
members to become critical
assets within their organizations
through continuous learning.
51. Core Values for the Profession
Leadership
Ensuring that
organizations have
access to the
information, insights
and trends that
facilitate good
decision-making and
create competitive
advantage.
Accountability & Results
Saving organizations
time and money by
providing value-added
intelligence that is
accurate, reliable and
relevant.
Service
Delivering expert
information to our
organizations in a
timely, accessible
and convenient
manner.
52. Core Values for the Association
Continuous Learning &
Prof. Development
Providing continuous
learning opportunities to
discover and master
emerging
technologies, develop
leadership skills, and
achieve professional
success.
Knowledge Sharing &
Collaboration
Leveraging global
networking opportunities
to promote knowledge
sharing and the
exchange of
information, innovative
ideas, insights and trends.
Advocacy &
Empowerment
Serving as the unified
voice for the
profession,
advocating its value,
promoting best
practices, and
empowering
members to become
critical assets within
their organizations.
53. Key Messages for the Professional to
Use
Knowledge Sharing
Information professionals are
accountable for
gathering, organizing and sharing
the right information for the best
decisions. Information
professionals further create a
culture of knowledge sharing by
educating colleagues on the best
use of information sources.
Global Networking
Through active global
networking, information
professionals promote the
exchange of information,
innovative ideas, insights and
trends.
54. Key Messages for the Professional to Use
Competitive Advantage
Information professionals ensure
organizations have the right
information, insights and trends to
make good decisions and gain
competitive advantage.
Bottom-line Benefits
Information professionals save
organizations time and money
by providing value-added
intelligence that is
accurate, reliable and relevant.
We deliver expert information to
our organizations in a
timely, accessible and
convenient manner.
55. Key Messages for the Association
Prof. development
[SLA] provides
members with
continuous learning
opportunities to explore
and master emerging
technologies, develop
leadership skills and
achieve professional
success.
Global networking
[SLA] is the only
association in the world
that serves the
international community
of information
professionals. We create
a culture of knowledge
sharing through global
networking to exchange
information, innovative
ideas, insights and
trends.
Unified voice
[SLA] serves as the
unified voice for the
information profession.
We advocate its
value, promote best
practices, and
empower members to
become critical assets
within their
organizations.
56. Differences in the Private and Public Sector
Approaches to Benefits (FABS)
Private Sector
Competitive advantage is the ideal
Innovation is key to long-term existence
Focus on clients and marketshare
Business strategies
Responsibility to shareholders or
owner/investors
Increasing revenue
Risk oriented
Economic success is a prime personal
motivator
Competitors, partners and allies
e-Business is the challenge
Focus on “results”
Public Sector
Collaborative advantage is the ideal
Good service is the key to long-term
existence
Focus on citizens and social contract
Political agendas and government
imperatives
Responsibility to parliament and to
citizens
Wise use of tax dollars
Risk averse
Making a positive impact on society is a
strong motivator
Other departments, levels of
government, unions
e-Government is the challenge
Focus on “process”
57. Selling Ideas
You are engaging in an INFLUENCE
agenda.
Selling is not a dirty word!
Politics is not a dirty word!
58. Selling Yourself
Promise
• What are you all about?
Identity
• How do people recognize you?
Contribution
• How do you make a difference?
Promotion
• How do you get the word out?
Monetization
• How do you ultimately profit?
You are engaging in a long term relationship!
Invest your personality
Position Yourself and not merely your resources . . .
59. What are you selling?
YOUR COMPETENCIES – NOT JUST YOUR SKILLS
YOUR INSIGHTS AND ADVICE
YOUR NETWORK AND CONNECTIONS
YOUR RESOURCES
YOU!
60. 4 P’s of Personal Influence
•
•
•
•
Plug-in
Proactive
Personable
Professional
62. Thanks!
Stephen Abram, MLS, FSLA
Principal
Lighthouse Consulting and Dysart & Jones Associates
Cel: 416-669-4855
stephen.abram@gmail.com
Stephen’s Lighthouse Blog
http://stephenslighthouse.com
