The document outlines Bobby Umar's presentation on turning stories into successful social media action. It discusses finding one's brand, voice and story through reflection on their personal experiences. It then provides tips on how to build an authentic personal brand and use social media effectively to connect, engage and build relationships with others through storytelling. The key lessons are that social media allows one to amplify their voice, focus on authenticity and connection, and understand other brands by investing in everyone's stories.

1. 2013-11-11
Now What? Turning Stories Into
Successful Action
--Bobby Umar
1
My Social Media Evolution
Twitter: @raehanbobby
Hashtag: #SHRC13
2
Finding your Brand, Story and Voice
3
Reflections & Insights of the day
4
Social Media Leadership
5
Making it Happen / Q&A
Shad Valley McMaster:
Assistant Director / Faculty
Fade to Brown & Second City
Sketch Comedy Performer
Unilever:
Dove Masterbrand and the
Campaign for Real Beauty
Raeallan:
Entrepreneur
Bombardier:
Aerospace Design Engineer
Musical Theatre Company:
Artistic Director
Kraft Canada:
Cheese
1

2. 2013-11-11
Shad Valley McMaster:
Assistant Director / Faculty
Key Take-away:
Unilever:
Dove Masterbrand and the
Campaign for Real Beauty
Fade to Brown:
Sketch Comedy Performer
Diverse Paths involving People,
Connection, Influence
Raeallan:
Entrepreneur
Bombardier:
Aerospace Design Engineer
Kraft Canada:
Cheese
Musical Theatre Company:
Artistic Director
2

3. 2013-11-11
3

4. 2013-11-11
Why Snail Mail?
I desired connection
Why Internet?
It had mass appeal (value)
4

5. 2013-11-11
Why E-mail?
It’s how everyone communicated
I wanted to stay kept in the loop
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6. 2013-11-11
Why Cell Phones?
I wanted to stay current with
technology
I valued accessibility
Why Web & Technology?
Why did we fear?
What took us so long to embrace?
1
Why E-mail & Web technology?
• I desired connection
• It had mass appeal
• It was how everyone communicated
• I didn’t want to be out of the loop
• I valued accessibility
• It was way more convenient
6

7. 2013-11-11
2
Why Social Media?
• I desired connection
• It had mass appeal
• It was how everyone communicated
• I didn’t want to be out of the loop
• I valued accessibility
• It was way more convenient
Key Take-away: I learned my lesson – stay current & connected
2012
2008
Mar 5, 2011: Social Media Launch
1. Twitter
0.2k followers
2. FB fan page 0.1k fans
3. Newsletter 0.5k opens
4. Blogpost
0k views
5. Youtube
0.1k views
2004
2012
2008
Mar 5, 2011: Social Media Launch
2004
1. Twitter
2. FB fan page
3. Newsletter
4. Blogpost
5. Youtube
96.1k followers
1.2k fans
1.2k opens
7.4k views
25k views
7

8. 2013-11-11
2012
2008
Power of Connection (#PoCChat)
2004
A weekly tweetchat every Monday at
11am ET. Sept 23, 2013 results:
1,342 tweets, reaching an audience of
883,524 followers, generating
29,000,502 impressions, in the past 24
hrs
ROI = Return on Investment
ROR = Return on Relationship
“Conversation am ong m embers of your
m arketplace happen w hether you like it or not.
Good m arketing encourages the right sort of
conversations”
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9. 2013-11-11
Your Brand
Your Voice
Your Story
Social Media Accelerates the
Spread of your Brand
Corporate Brand:
Promise delivered to stakeholders
PERSONAL BRAND:
Promise delivered to everyone you
come in contact with
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10. 2013-11-11
1 Personality
2 Values
“Know thyself.”
-- Aristotle
3 Interests
4 Skills
5 Experiences (stories)
PERSONAL BRAND
Personal Stories
My Experience stories
1)
2)
3)
4)
5)
Musical Theatre
Shad Valley
MBA at McMaster
Brand Marketing
Entrepreneurship (JA, Shad, Family, etc)
My top interests
Counselling
Performing
Hosting
Influencing
Interviewing
Managing people
Motivating
Networking
Presenting
Speaking
My top skills
Analyzing
Calculating
Coaching
Deciding
Stress Management
Selling
Generating Ideas
Writing
Counselling
Influencing
My top
Personality traits
My top values
Social
Enthusiastic
Honest
Trustworthy
Friendly
Persuasive
Positive
Adaptable
Optimistic
Resourceful
Love
Balance
Friendship
Influencing
Sense of Achievement
Belonging
Have authority/power
Entrepreneurship
Live in City
Variety/Change
Threads/Themes
People
Nurturing/Helping
Influence/Presenting/Performing
Variety/Balance
Big city living
Bobby Umar is the Beacon of Light who finds
“Lost” Leader-Ships and brings them ashore to
start an authentic Path of Passion and Purpose
10

11. 2013-11-11
Social Media amplifies your Voice
(content)
What you talk about
Who you talk to
How you want to engage
What is authentic to you
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12. 2013-11-11
1
What is Authenticity?
1
Real Human Beings
1
Honesty & Vulnerability
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13. 2013-11-11
1
Stories, Values, Needs
Caring
+
Communication
=
Connection
1
Definition:
1
Building relationships that are real
Showing who you really are
Asking for what you really need
Helping those who really need it
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14. 2013-11-11
Social Media is Storytelling and Connection
on Steroids
1 Powerful method to evoke imagery and emotion
2 Make it their own - People relate your story to their own
experience
3 Saying more than you’re saying – stories can display
your/organization’s values, beliefs, culture
1 Extract every ‘First time’
2 Take a Photo journey
3 With each life story extraction:
•
•
•
•
•
•
Establish the setting
Build the plot
Resolve the crisis
Describe the lessons learned
Explain how the characters changed
Give an example…
4 Find the main story
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15. 2013-11-11
I was a ‘Lost’ Leader
Your Brand
Your Voice
Your Story
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16. 2013-11-11
Understand the Brand of others
Give others an authentic Voice
Invest in everyone’s Story
What were some of the stories
and lessons for today?
• Social Media is just a tool, but vast, dynamic & useful
• Huge opportunity with huge reward (ROI & ROR)
• It’s about connection, engagement and service
• Twitter is a game changer due to accessibility,
transparency, speed and thought leadership
• Digital natives (GenY), digital immigrants (GenX),
‘digital refugees’ (boomers) are all adopting social
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17. 2013-11-11
Oh the times they are a changin’
Bob Dylan
17

18. 2013-11-11
Source:
G lobalW ebIndex
for the s econd
quarter of 2013
Key Take-away: Google is catching up to Facebook
Key Take-away: Facebook active usage still dominates
Key Take-away: Pinterest is the fastest growing social network
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19. 2013-11-11
Key Take-away: LinkedIn is the most popular for older users
Key Take-away: Social network usage by older users is increasing
19

20. 2013-11-11
When circumstances throw organizations into a
tailspin, business owners face two choices: spend
unrecoverable time resisting, waiting and hoping for
the altered reality to get back to normal, or face facts
and change with the times.
-- B. F. Schenk
… Adapting to change is!
“Leadership is about making a difference
and creating positive change. Its about
getting things done, and getting rid of
everything else that doesn’t contribute. Its
about encouraging, enabling, and
empowering every volunteer. Its about
reinforcing core values, articulating a vision,
and then setting people free.”
--Carly Fiorina, Former CEO of Hewlett-Packard
1
Are leaders born or made?
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21. 2013-11-11
1
1
You all were born to be made
into Leaders!
“Leadership is the art of getting
someone else to do something you
want done because he wants to do
it.”
-- Dwight D. Eisenhower, 34th president
of US 1953-1961 (1890 - 1969)
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22. 2013-11-11
Leaders Connect
Leaders know who they are
Leaders ask the
right Questions
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23. 2013-11-11
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24. 2013-11-11
Social Media: How can we
make it happen?
WAIT!! You can’t leap right away.
“Tell m and I'll forget.
e
Show m and I'll rem ber.
e
em
Involve m and I'll understand.”
e
--Confucius, Chinese philosopher, founder
of Confucianism (circa 551-479 BC).
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25. 2013-11-11
Vision
Belief
Support
Action
Key Take-away: Put people first!
1 What are the Top 5 Fears?
1. They don't understand it
2. They think it's just a fad
3. They think it is overwhelming and time consuming
4. They think it is a waste of time/ no ROI
5. They think it is not a right fit for their business/life
Let’s not forget - Fear of the unknown. Fear of lack of privacy. Fear of retribution and negative
response. Fear of ex-girlfriends’ new boyfriends, or of strangers stalking your kids or you.
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26. 2013-11-11
1 Understand the Why, How, and What
2 Focus on your goals & target first
3 Have a good plan and stick to it
Share your own Story
Most business strategies
related to engagement are very
similar
26

27. 2013-11-11
1
Managing your Social Media Brand
• Create a clear branded vision
• Know your audience
• Know your goals
• Create tactics to achieve those goals
• Measure, manage and modify
Key Take-away: Strategy before Tactics (content)
Key Takeaway:
Be authentic, responsive and
accessible to create connection
Vision
Belief
Support
Action
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28. 2013-11-11
Start with the Why. Show them the Point of Bliss.
Belief:
• An acceptance that something exists or is true, especially
one without proof.
• Trust, faith, or confidence in (someone or something).
People, Tools and Time to support the Belief & Vision into Action
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29. 2013-11-11
“Knowing is not enough, we must apply.
Willing is not enough, we must do.”
-- Bruce Lee
Start with the Why. Show them the Point of Bliss.
Story
Vision
Belief
Support
Action
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30. 2013-11-11
1 Social Media: It’s the ‘new e-mail’ so stay current & connected
2 SM Connection: Invest in the authentic Brand, Voice and Story
3 Reflections: SM is here to stay, people want us to listen, HR can & should
4 SM Leadership: Making it Happen
a
Leaders know who they are, ask the right questions and invest in
every story
b
Like any people-oriented strategy, we must 1st understand our target
c Use stories to create compelling Vision, Belief, Support & Action
Bobby Umar
President, Raeallan
raehanbobby@gmail.com
416-838-2526
www.raeallan.com
Twitter: “raehanbobby”
Connect
with me on
Linkedin,
Twitter and
my FB page!
“Caring + Communication = Connection”
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