Personal branding - ARISE ROBY

ARISE TRAINING & RESEARCH CENTER
A ARISEROBY PRESENTATION

• 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

Objectives:
ARISE TRAINING & RESEARCH
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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

Progression:
• So what do Publishers
Insert Text Here
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• Insert Text Here
brand
So what is a
and how is it created?

…a logo?
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…a classical ad?
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…or a creative image or positioning?
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From Procter & Gamble
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From Marty Neumeier
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Think of a brand and write a BPS
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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.

Need some help getting started…?
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For (target audience), (brand name) is the (frame of
reference) that delivers (benefit/point of difference)
because only (brand name) is reason to believe).

Quick check:
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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?

Progression:
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brand
So that’s a
then…?

Progression:
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Nope!

A brand is what WE say it is!
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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.

Progression:
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Ok, fine; but that’s it right…?

Progression:
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Ok, fine; but that’s it right…?
then Social Media
ARRIVES!

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…
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It’s how people engage, participate,
and share online…
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It started…
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and grows…
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and share online…
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and there’s more…

and share online…
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and more!

… it’s the experiences you leave behind
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… and the shared meaning you create.
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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
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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
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It’s more than 1 tool…but here’s a
few samples:
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Progression:
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• What is social media – define terms x x x

Do you use Social Media?
When?
Why?
How?
Who?
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Progression:
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So brands like it, and start using
Social Media
, but…

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?
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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
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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
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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
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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
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Beware the backlash…
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Action plan?
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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
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Reinventing Customer Service

For some companies, this is already
happening…
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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
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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
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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…
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Reinventing Public Relations

What Ford Heard…
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“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…

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?
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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
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How are we each like a brand?
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The brand is you but it doesn’t have to be scary
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Progression:
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personal brand
So what is a

Personal branding is the process whereby people and their
careers are marked (and marketed) as brands.
ttp://en.wikipedia.org/wiki/Personal_branding
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personal brand
statement
So what exactly is an
?
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Remember our brands?
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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.

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.
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Position Yourself:
Describe yourself – no, position your personal
brand – in 140 characters or less.
GO!
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Remember our quick check?
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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?

personal brand
How do you build a
?
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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
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You need a plan…(?)

Not that plan. But start by getting involved...
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Broadcast
Listen

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Are you ready to listen

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Are you ready to listen…Be valuable and meaningful

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…Reach out to your followers community

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…Find ways to ignite conversation

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Remember to be a great party host

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Extend your reach beyond the web

Let’s remind ourselves of the plan:
2. Determine Goals
5. Track Metrics
8. Be Authentic
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Extend our participation…
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This becomes more difficult…
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Broadcast
Listen
Broadcast
Listen
Broadcast
Listen
Broadcast
Listen

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.
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Learn
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Show up, but do more
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Network for mutual benefit
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Be everywhere
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Follow the thought-leaders to become one
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Show what you know
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Join and engage
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The bad news:
something is missing…
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LEARNING!!
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This is HARD WORK
But it will get easier…
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Take micro-learnings and crystallize them: PLE
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Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListenLearn
Broadcast
ListeLearn
Personal Learning
Environment

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
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Progression:
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• Move from broadcast and listen to 3) learn
• Create a PLE
• Google
• Wordpress
Use Wordpress, or

Progression:
Insert Text Here
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• Move from broadcast and listen to 3) learn
• Create a PLE
• Google
• Wordpress
Use Google Apps

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…
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You brand is what YOU say it is…
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…but not on a CV

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.
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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
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You need to stand out
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Your brand is what YOU say it is…BUT not on a CV
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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.

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.
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Your Personal Brand is a reflection of your PLE
• Communication skills
• Socializing skills
• Subject matter expertise
• Are you publishing, retweeted, quoted,
commented, recommended?
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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
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Let’s summarize the key points:
2. Determine Goals
5. Track Metrics
8. Be Authentic
11. Add build a PLE to learn!
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Thank you
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Personal branding - ARISE ROBY

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