Market Yourself Using Social Media - PMIWDC 2012 Project Management Symposium - H. Del Castillo, AIPMM
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Thanks everyone who attended this professional development session at the PMIWDC 2012 Project Management Symposium, or stopped by the Association of International Product Marketing and Management (AIPMM) exhibit table asking about upcoming training courses and our certifications for product team professionals. We hope to see you again soon. With members in over 65 countries, the Association of International Product Marketing and Management (AIPMM) is the world's certifying body for product managers, brand managers, product marketing managers and other product team professionals responsible for guiding products through a constantly changing global landscape. It is where product team professionals go for answers. Contact Hector Del Castillo at linkd.in/hdelcastillo for more information regarding this topic, advice on how to expand your professional network using social marketing techniques, find a career planning coach, training courses in your area, or creating new revenue streams for your technology-based business. For more information contact about membership benefits, contact Association of International Product Marketing and Management (AIPMM) at www.aipmm.com.
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Market Yourself Using Social Media - PMIWDC 2012 Project Management Symposium - H. Del Castillo, AIPMM
- 1. Hector Del Castillo AIPMM www.aipmm.com © AIPMM 2012
- 2. Thanks everyone who attended this professional development session at the PMIWDC 2012 Project Management Symposium or stopped by the Association of International Product Marketing and Management (AIPMM) exhibit table asking about upcoming training courses and our certifications. We hope to see you again soon. © AIPMM 2012
- 3. Tweet About Us! AIPMM: @AIPMM Hector: @hmdelcastillo ProdMgmtTalk: #ProdMgmtTalk © AIPMM 2012
- 4. Hector Del Castillo • Senior consultant with over 15 years of experience transforming products to profit for technology-based companies • AIPMM Body of Knowledge (ProdBOK®) Contributor • Established companies – Jet Propulsion Laboratory, Lucent Technologies, MEI Technologies • Small companies and startups – Nextone Communications, Smith Micro Software • Launched 27+ Products for global deployment – HW/SW, Telecom, Enterprise Mobility, Information Security Services, Professional Development • Certified PMP®, CPM® and CPMM® • University of California at Santa Barbara, MS EE • University of Texas at El Paso, MS EE, BS EE © AIPMM 2012 4
- 5. © AIPMM 2012
- 6. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach © AIPMM 2012
- 7. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach © AIPMM 2012
- 8. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach © AIPMM 2012
- 9. The Hub Of All Things Product Management Community Certification Subject Matter Experts & Like-Minded Peers to ask Certification can help to improve both questions organizational performance and individual career aspirations as part of a managed skills development approach. Connections Content Connecting our members through multiple social media Hundreds of practical templates, examples, and information networks extends our reach © AIPMM 2012
- 10. AIPMM Certifications AIPMM offers globally recognized certifications: • Certified Product Manager (CPM®) • Certified Product Marketing Manager (CPMM®) • Agile Certified Product Manager (ACPM®) • Certified Innovation Leader (CIL®) • Certified Brand Manager (CBM®) © AIPMM 2012 10
- 11. FEATURED PRESENTATION © AIPMM 2012
- 12. What We Will Discuss • What is the best method to organize your job search? • Why is social media a great way to grow and nurture your professional network? • What can you do to minimize the time it takes you to identify a new job opportunity? • Which social media applications are best to boost your job search? © AIPMM 2012
- 13. How do you organize your job search? A. Keep records in my computer. B. Use job board tools. C. Use online tool. D. Use spreadsheet to keep records. E. Don’t keep records. © AIPMM 2012
- 14. 1. Organize Your Search © AIPMM 2012
- 15. Use Leading Social Media Tools © AIPMM 2012
- 16. Use Leading Job Search Tools • Organize your professional contacts • Track status of opportunities • Follow companies • Track hiring managers • Implement marketing campaigns • Obtain status reports © AIPMM 2012
- 17. AIPMM Career Pathfinder Source: AIPMM Career Pathfinder © AIPMM 2012
- 18. 2. Expand Your Professional Network © AIPMM 2012
- 19. Join Professional Groups © AIPMM 2012
- 20. Join Industry Chats © AIPMM 2012
- 21. Follow Thought Leaders © AIPMM 2012
- 22. 3. Stand Out From The Crowd © AIPMM 2012
- 23. Brand Yourself © AIPMM 2012
- 24. Identify Key Differentiators • Diplomas • Webcasts • Certifications • Blogs • Certificates • Presentations • Conferences • Articles • Books • eBooks © AIPMM 2012
- 25. Create Your Sales Pitch © AIPMM 2012
- 26. Communicate Your Expertise © AIPMM 2012
- 27. 4. Market Early, Market Often © AIPMM 2012
- 28. Get The Word Out © AIPMM 2012
- 29. Create a Buzz © AIPMM 2012
- 30. Create Traffic To Your Profile © AIPMM 2012
- 31. Hyperlink Marketing Collateral Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based companies™ linkd.in/hectordelcastillo hmdelcastillo@aipmm.com Summary Innovative thought leader with over 10 years experience transforming products to profit for technology-based companies. He has directed the product and marketing strategy for over 27 products and solutions, resulting in over $25M of achieved global sales revenue. He provides services as a consultant, contractor, coach, or trainer to organizations that need to create and effectively market value-added products that customers demand. © AIPMM 2012
- 32. Think Like a Publisher © AIPMM 2012
- 33. 5. Deliver Value, Success Will Follow © AIPMM 2012
- 34. Cultivate Communities © AIPMM 2012
- 35. Coach and Mentor Others © AIPMM 2012
- 36. Find Opportunities To Lead © AIPMM 2012
- 37. Share Your Knowledge © AIPMM 2012
- 38. 6. Invest in Your Future © AIPMM 2012
- 39. Find Coaches and Mentors © AIPMM 2012
- 40. Execute Your Growth Plan © AIPMM 2012
- 41. Sample Professional Growth Plan Planned Steps Specific Education, Training or Growth Activity Date 1 Bachelor’s degree 1995 2 Master’s degree 1998 3 Obtain project lead position 2001 4 PMI PMP Certification 2005 5 Product Management Training 2007 6 Product Marketing Training 2007 7 Obtain product management role 2008 8 AIPMM CPM/CPMM Certifications 2011 9 PMI Program Management Certification 2012 10 Product management for startups 2013 11 CISSP Certification 2014 Download template: http://slidesha.re/IvnYI3 © AIPMM 2012
- 42. Develop Marketable Skills © AIPMM 2012
- 43. Get Certified © AIPMM 2012
- 44. 7. Expand Your Knowledge © AIPMM 2012
- 45. Always Be Learning © AIPMM 2012
- 46. Find Training Opportunities © AIPMM 2012
- 47. Adopt Leading Productivity Tools Source: Why AIPMM Membership Boosts Your Productivity © AIPMM 2012
- 48. 8. Find a great workplace © AIPMM 2012
- 49. What Makes A Great Workplace • Employees trust the people they work for • Employees take pride in what they do • Employees enjoy working with each other It’s not all about the perks and extravagant benefits; it’s the relationships at work that matter. Source: Michael Burchell, “Great Places to Work: How Company Culture Affects Company Success,” Jan 2011 © AIPMM 2012
- 50. Top 10 Companies To Work For Rank Company Job Growth U.S. Employees 1 Google 33% 18,500 2 Boston Consulting Group 10% 1,958 3 SAS Institute 8% 6,046 4 Wegmans Food Markets 5% 41,717 5 Edward Jones 1% 36,937 6 NetApp 30% 6,887 7 Camden Property Trust -2% 1,678 8 Recreational Equipment (REI) 12% 10,466 9 CHG Healthcare Services 17% 1,312 10 Quicken Loans 20% 3,808 Source: FORTUNE Magazine, 6 Feb 2012 © AIPMM 2012
- 51. Local companies to work for Company City U.S. employees Virginia Accenture Reston 4,000 Balfour Beatty Construction Fairfax 380 Booz Allen Hamilton McLean (HQ) 5,649 Booz Allen Hamilton Herndon 3,204 Capital One Richmond 5,307 Capital One McLean (HQ) 1,377 CarMax Richmond (HQ) 806 Deloitte Arlington 3,437 DPR Construction Falls Church 151 Navy Federal Credit Union Vienna (HQ) 2,924 Navy Federal Credit Union Winchester 475 Rackspace Hosting Blacksburg 107 SRC Chantilly 131 Source: FORTUNE Magazine, 6 Feb 2012 © AIPMM 2012
- 52. Assess An Employer’s Culture Before an Interview • Conduct an informational interview. • Review the company's annual report, website and other materials. • WetFeet.com provides key information and feedback from company employees. Source: Randall S. Hansen, Ph.D., “Uncovering a Company's Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers © AIPMM 2012
- 53. Before You Accept An Offer During an Interview • Spend time observing how current employees interact with each other, how they are dressed, and their level of courtesy and professionalism • Ask questions to get a feel for the corporate culture Source: Randall S. Hansen, Ph.D., “Uncovering a Company's Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers © AIPMM 2012
- 54. Ask The Right Questions • How are employees valued around here? • How are decisions made and how are they communicated? • How does the organization emphasize working in teams? • What are the organization's priorities for the next few years? • How do you know what is expected of you? • What skills and characteristics does the company value most? • How do people get promoted around here? Source: Randall S. Hansen, Ph.D., “Uncovering a Company's Corporate Culture is a Critical Task for Job-Seekers,” Quintessential Careers © AIPMM 2012
- 55. Key Takeaways 1 • Organize your search 2 • Expand your professional network 3 • Stand out from the crowd 4 • Market early, market often 5 • Deliver value, success will follow 6 • Invest in your future 7 • Expand your knowledge 8 • Find a great workplace © AIPMM 2012
- 56. Useful Links • Website: http://www.aipmm.com • Membership: http://www.aipmm.com/join.php • Newsletter: http://www.aipmm.com/subscribe • LinkedIn: http://www.linkedin.com/company/aipmm • Webinars: http://aipmm.com/aipmm_webinars/ • Certification: http://aipmm.com/html/certification/ • Ambassador’s Council: http://www.aipmmambassadors.com/ • Articles: http://www.aipmm.com/html/newsletter/article.php • Blogs: http://aipmm.com/anthropology/ © AIPMM 2012
- 57. References • Why AIPMM Membership Boosts Your Productivity, http://slidesha.re/LVPotE • Why Exceptional Product Managers Have Many Mentors and How to Create Your Own Mentor Network, http://slidesha.re/OWWuSx • Professional Growth Plan Template, http://slidesha.re/IvnYI3 • Key Tips To Prepare For An AIPMM CPM® or CPMM® Certification, http://slidesha.re/RfbMmr © AIPMM 2012
- 58. Join AIPMM AIPMM Premium Membership Price: $175 per year With members in 65 countries, AIPMM is the world’s largest association focused on connecting product team professionals with each other and providing educational opportunities, reference materials, and tools to make you more effective and boost your productivity. Here are some key benefits you get by joining: • Eligible for AIPMM Certification Exams • Personalized membership certificate • Eligibility for AIPMM education scholarship • Access to private AIPMM LinkedIn® group • Access to AIPMM Career Pathfinder powered by JibberJobber • Premium level membership at DemandMetric.com with access to 350+ templates and videos for 1 year. (valued at $497 USD) • Choice of 1 product management toolkit valued at $99 USD from AIPMM partner, 280 Group™ • $100 USD discount on Product Management Office™ Professional (valued at $399 USD) from AIPMM partner, 280 Group™ • An electronic copy of The Phenomenal Product Manager book from AIPMM partner, 280 Group™ • An electronic copy of The Optimal Product Process book from AIPMM partner, 280 Group™ • Eligible for Mentor Matching program Join today and save $25! Must use promo code: 25PMIWDC and join by Oct 26th. No exceptions. For information: http://bit.ly/JoinAIPMM or Hector Del Castillo at hmdelcastillo [at] aipmm.com © AIPMM 2012
- 59. Q&A © AIPMM 2012
- 60. UPCOMING EVENTS © AIPMM 2012
- 61. Thanks for joining me today! AIPMM Webinars Oct 3 Role Of Product Management In The Success Of Your Company Oct 12 From Idea to Reality with Glen Lipka,VP UX, Marketo Product Talk Podcast & Twitter Chat #ProdMgmtTalk Mondays Oct 1 From Idea to Reality w/ @GlenLipka, VP UX, @Marketo Listen http://www.blogtalkradio.com/prodmgmttalk More http://www.prodmgmttalk.com Newsletter: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://bit.ly/JoinAIPMM Certification: http://aipmm.com/html/certification/ © AIPMM 2012
- 62. Upcoming Courses Dates and Upcoming Courses Location Optimal Product Management & CPM® Certification Exam Oct 29-Nov 1, from the 280 Group 2012 Course Information: [Information] Teqcorner Save $100. Must use promo code: 100VA12DC and register by Oct 19th. McLean, VA Creating Value Through Collaboration (16 PDUs) Nov 8-9, 2012 High Performance Project Management Teqcorner Course Information: [Information] McLean, VA Save $100. Must use promo code: 100PMICVC and register by Oct 26th. Product Innovation Leadership (16 PDUs) Nov 12-13, 2012 Course Information: [Information] Teqcorner Save $100. Must use promo code: 100PMIPIL and register by Oct 26th. McLean, VA For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com. © AIPMM 2012
- 63. Upcoming Courses Dates and Upcoming Courses Location Private Live Online Certified Product Manager (CPM®) Prep Nov 12-16 Course & Exam Five 2-hour Course Information: [Information] sessions Private Live Online Certified Product Marketing Manager Nov 12-16 (CPMM®) Prep Course & Exam Five 2-hour Course Information: [Information] sessions These courses are available only outside the U.S. in regions not covered by an AIPMM Authorized Training Provider. For more information, contact Hector Del Castillo at hmdelcastillo [at] aipmm.com. © AIPMM 2012
- 64. Why Our Members Join • Network with experts and thought leaders • Learn best practices, proven strategies and methodologies • Expand their knowledge and soft skills. • Sharpen their leadership and influential skills • Validate their expertise with internationally recognized certifications. • Obtain tools to enhance their productivity © AIPMM 2012
- 65. For More Information About • AIPMM membership benefits • Training courses in your area • How to prepare to take a certification exam • Free initial career coaching consultation • Free initial consultation to create new revenue streams for your technology-based business © AIPMM 2012
- 66. Hector Del Castillo, PMP, CPM, CPMM Transforming products to profit for technology-based organizations.TM Product Marketing Director linkd.in/hdelcastillo @hmdelcastillo hmdelcastillo [at] aipmm.com © AIPMM 2012
Editor's Notes
- AIPMM offers globally recognized certifications for product managers, product marketing managers and brand managers.Certified Product Manager (CPM), Certified Product Marketing Management (CPMM) and Agile Certified Product Manager (ACPM). Certification requires obtaining a college degree, minimum one year of experience, and passing a certification examination.
- IntroductionAre you currently looking for a new job? Are you a contractor or consultant in between engagements? This presentation is for current job seekers, independent contractors and independent consultants. It is for those of you who are looking for new job, contract, or consulting opportunities. It is also for those of you who are frustrated in your current job.I’ll discuss how to accelerate your job search using LinkedIn, Twitter and other social media.
- You must keep careful records of everything, including contacts, dates, interviews and follow-ups. Web sites such as JobFiler.com or JibberJobber.com offer tools to make your search easier. Read more: How to Organize Your Job Search | eHow.com
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- Use Social Media as alternate distribution channels to reach target companies and hiring managers.Article: Use Facebook, Twitter, and LinkedIn to Network Your Way Into a Job.By Alexis Grant, US News and World ReportEveryone’s talking about using social media for job-hunting. But how, exactly, should you do that? Here are 10 smart and strategic ways to network your way into a job using three popular online tools: Facebook, Twitter, and LinkedIn.LinkedIn is a website to find and be found. It is the world's largest professional network with over 100 million members and growing rapidly. It’s the most widely used tool to network and find job leads.Twitter is a real-time information network that connects you to what is happening right now with people, groups or companies that you want to follow.Facebook is a social media tool that allows you to connect with people, groups or companies that you want to follow.Use Facebook and Twitter to complement your networking using LinkedIn.Use YouTube to find career advice and track companies.Seek out job-search advice.All four of these networks are great places to find advice on job-hunting and mingle with other job seekers. Join LinkedIn groups that focus on job search. Follow career experts on Twitter, and “like” their pages on Facebook. That way you’ll get tips for your search even when you’re not looking for them.
- Discuss the AIPMM Job Board and Career Pathfinder.Organize your professional contactsTrack status of opportunitiesFollow companiesTrack hiring managersImplement marketing campaignsObtain status reports
- Discuss the AIPMM Job Board and Career Pathfinder.Organize your professional contactsTrack status of opportunitiesFollow companiesTrack hiring managersImplement marketing campaignsObtain status reports
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- Join professional or industry groups.
- Join industry chats on LinkedIn and Twitter.Look for chats that revolve around your industry, or better yet, the industry you want to work in. Joining online conversations helps you keep up-to-date on the industry, meet helpful contacts, and showcase your expertise in your field. You may also want to network with other job seekers through weekly conversations like #jobhuntchat or #careerchat.
- Join industry chats on LinkedIn and Twitter.Look for chats that revolve around your industry, or better yet, the industry you want to work in. Joining online conversations helps you keep up-to-date on the industry, meet helpful contacts, and showcase your expertise in your field. You may also want to network with other job seekers through weekly conversations like #jobhuntchat or #careerchat.
- Tips to Stand Out: PositioningIdentify key differentiatorsBrand yourselfPosition yourselfCreate a compelling sales pitchContinually sharpen your message
- Identify your key differentiators.
- Your sales pitch should be compelling and concise.You should be able to deliver it in 30 seconds or less.
- Hyperlink your marketing collateral.Add the URL for your Twitter handle and LinkedIn profile to your contact information on your resume. (But don’t add your Facebook profile, since that’s private.) Not only does this offer the employer another way of getting in touch with you and seeing how you interact online, it also shows that you’re social media-savvy, a skill valued by many employers.
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- Use your career plan as a professional development roadmap.
- You first need to identify market trends.Who’s hiring and why?Use LinkedIn to identify companies who are hiring. Use Twitter,Facebook and/or YouTube to track them.
- Questions To Ask:How are decisions made and how are they communicated to the staff?What role does the person who gets this position play in decision-making?How does the organization emphasize working in teams?What are the organization's priorities for the next few years?What are the established career paths for employees in this position?
- Questions To Ask:What 10 words would you use to describe your company? What's it really like to work here? Do you like it here?Around here what's is really important? How are employees valued around here?What skills and characteristics does the company value?Do you feel as though you know what is expected of you?How do people from different departments interact?Are there opportunities for further training and education?How do people get promoted around here? Around here what behaviors get rewarded? Do you feel as though you know what's going on?How effectively does the company communicate to its employees?
- Additional Questions To AskWhat 10 words would you use to describe our company? How do people from different departments interact? Are there opportunities for further training and education? Around here what behaviors get rewarded? Do you feel as though you know what's going on? How effectively does the company communicate to its employees?