Reboot Camp Session 2: Tell Your Story (Personal Branding)
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Slides from the presentation on Tell Your Story - Session 2 of Reboot Camp for Moms. Given on 4/3/15.
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Reboot Camp Session 2: Tell Your Story (Personal Branding)
- 1. Session 2: Tell Your Story presented by Robin Frank
- 2. Personal Branding I help individuals in many fields create powerful personal brands. My personal branding strategy is featured in the recent book “Digital Marketing” written by Larry Weber and endorsed by Reid Hoffman (Chairman, Founder/LinkedIn) and John Donahoe (CEO/eBay). Reboot Camp Innovative program to help Moms confidently re-enter the workforce after a break. Six inspiring and pragmatic sessions cover topics from networking and interview skills to social media and personal branding, plus two hours of one-on-one coaching. Mom Twin 8 Yr old boys Live in Mill Valley Social Media I work with companies large and small to help them build and tune-up an engaging online presence. I’m known as a dynamic speaker and speak regularly at national conferences, companies, and events. Yours Truly
- 3. Reboot Camp Sessions 1. Set Your Strategy 2.Tell Your Story 3. Create Your Presence 4. Network Effectively 5. Interview Confidently 6. Succeed On the Job TODAY
- 4. Let’s Get Started! • This presentation will be available to you online - which means you are free to listen without taking notes • We have 15 minutes for questions at the end • You also have 2 hours of one-on-one to use however you like
- 6. “Instead of creating life, I’ve decided to just establish an online persona.”
- 7. 7
- 8. No Shortage of Guides on Personal Branding
- 9. BUT…No One Connects the Dots • Branding • Psychology • Social Media/LinkedIn • Networking • Online Marketing • Content Strategy
- 11. Developing Your Brand Will He Developing your personal brand will help • Your interviewing • Your online presence • Networking • Finding partnerships • Building relationships
- 12. Transparency is Sexy • Your brand is your character in action ▫ Not a slogan/ad campaign, but a living thing ▫ Driving force - what you stand for, what sets you apart • Tell people clearly and memorably what you do ▫ So they can spread the word • Get clear on your attributes ▫ Not contriving an image you think will be accepted ▫ Which are vital to your success? What do you offer the world? ▫ You will always be too much of something for someone
- 13. The High Cost of Being Forgotten • The best opportunities come when a friend refers you to another friend: Word Of Mouth • How do you make it easy for people to remember you? • How do you not blend in?
- 14. Yup - You Are Being Googled YOU
- 16. What Makes a Personal Brand Compelling? WHO YOU ARE Short mantra – what you want the listener to remember most about you WHAT Tag line – how you add value + your unique benefits, how what you do is different WHY Passion - why you do what you do GOAL What you want – customized for different audiences so the listener knows what you are asking
- 17. Who: The Art of Pitchcraft • Whether you are trying to raise capital, promote your company, or promote yourself – an Elevator Pitch is essential
- 18. What: A Great Pitch Includes a Powerful Brand Mantra • Quick, punchy, memorable statement ▫ Communicate your message clearly to someone who doesn’t know you • Practice & Planning ▫ Deliver it on the spot under pressure • One minute to say it all
- 19. What • How do you add value? • What are your distinctive benefits? • How is what you do different from what others like you do – brand value proposition • “I help people imagine and create their brand online quickly and efficiently.”
- 20. Why: Get at the Passion Behind What You Do •Psychology - People don’t buy what you do; they buy WHY you do it ▫The WHY talks to an area of the brain that controls behavior and decision-making ▫Your enthusiasm shines through - people biologically more apt to agree with you •Example: Apple (Simon Sinek) We make great computers –they are beautifully designed, perform well and are easy to use, want to buy one? Everything we do, we believe in challenging the status quo, thinking differently. The way we do this is by making products that are beautifully designed, simple to use, and user-friendly, and they happen to be great computers -want to buy one?
- 21. The WHY is Powerful • What grabs people’s attention and makes us memorable is not what we do, but why we do it • Why you do what you do - this reflects your passion • Most people skip their why – they see it as less significant • This is where our personal values, our vision, and our enthusiasm comes through
- 22. Goals • What do you want? • What are you trying to accomplish? • This determines how and where to focus your personal branding efforts including what type of a digital presence makes sense
- 23. The Royal We • WHO: I am a navigator – I help people find their way • WHAT: I help people imagine and create their brand online quickly and efficiently • WHY: I love helping small businesses and entrepreneurs create a compelling persona that conveys their passion and expertise – getting them where they want to go personally and professionally • GOAL: I’m looking for 1-2 more clients. Do you know anyone who who would benefit from working with me to get to the next step in their career or business?
- 24. Your Presence is How People Form Their Impressions of You • Your brand should be consistent both online and offline, manifesting itself in how you answer your phone, introduce yourself, what you retweet, and even the community organizations with which you engage • It’s all about packaging - it must be authentic and it should ring true to who you are and how you live
- 25. Master Your Universe • Own YOU.com ▫ Make it professional ▫ Wordpress/Divi • Google Alerts ▫ Know what is being said about you • Google Search ▫ Aim to control the first full page of Google search results (pictures too) • Engage in social networks ▫ Smartly, strategically
- 29. Own Your Gap Time with Strength
- 30. Rewire Your Brain •Be professional and proud - you weren’t “just” raising kids or “just” volunteering •Brush up on interviewing and resume skills - increase confidence •Find things you have done in your gap time that add to your skills •Rewrite negative self talk (3 replacement statements) •“If you change the way you look at things, the things you look at change.” - Wayne Dyer •Focus on positive experiences - Hardwiring Happiness
- 31. Talking About the Gap • It is OK to have a gap • What matters is how you explain it in your resume, cover letter and interview • Talk about your time off - what did you oversee or coordinate - make it useful in some way • “I have been a stay at home mom for the past X years. During that time, I have been volunteering at a local food bank where I’ve overseen and coordinated several food drives • It was during that time I realized my passion for…. • I’ve been taking courses in …….” • Be concise - don’t give too much detail
- 32. Your Personal Brand is a Big Deal • Create a memorable and compelling personal brand, and keep it consistent across your emails, resume, phone calls, social profiles, networking and interviews • Manage your personal brand throughout your career
- 34. Resources • Simon Sinek TED Talk: How Great Leaders Inspire Action • http://www.ted.com/talks/simon_sinek_how_great_leaders_ins pire_action?language=en • The Complete A to Z Guide to Personal Branding • http://www.lifehack.org/articles/work/the-complete-guide- personal-branding.html?mid=20141013&ref=mail&uid=5023 • The Former CEO of Ogilvy & Mather on Personal Branding • https://hbr.org/2014/07/the-former-ceo-of-ogilvy-mather-on- personal-branding/
- 35. Homework! • Create your brand statement • What do you do? Who do you serve? How do you do it? Why do you do it? • Tell stories, say things you wouldn’t ordinarily say, find out where you flow and feel inspired • See if you can create one Zinger line • Edit and refine • Test it on your friends and family
Editor's Notes
- Unique Approach to Creating and Managing Personal Brand Online When it Comes to Online: No One Connects the Dots Maybe add few words – pscyh of memory and connection Social media hacks Promotion – connect w peopl Marketing – Content hacks for engaging, sharing Social Media hacks for reducing time sink Marekting + Psychology hacks to make you memorable and build traffic/awareness Promotion hacks to get you in front of the right people
- offers a four-part framework to assist people in articulating their brands and developing a personal branding statement.
- describe who we are, what we most want people to remember about us. This is a short, hopefully catchy statement, what some may call an elevator pitch that prompts people to say, “I get this person.” Frank would describe her “who statement” as: I am a navigator. I help people find their way.
- Profoundly changed my view on how the world worked – great leaders think, act communicate the exact same way How Successful People Sell Themselves (Simon Sinek)
- I love helping others achieve their goals. I work with people to create a compelling persona that conveys their passion and expertise – getting them where they want to go personally and professionally
- Your presence is how people form their impressions of you – your resume, social networks such as LinkedIn and Twitter, even your own personal blog and website. These are all great ways for people to find you and learn more about who you are as a person. In this session, you’ll learn how to make these shine, how to set yourself apart and get your foot in the door. You’ll get actionable tips for building awareness and influence about your personal brand and leverage efficiency tools so you can focus on your job search, not your social media. We are constantly sending a signal to the world Voicemail Signature line Social media: Facebook, Twitter, YouTube, Pinterest… Website Blog Podcast How you introduce yourself and describe what you do Events
- Why is it important for us to be active in social media? These social networks and communities offer a vehicle for us to nurture our relationships, tap the wisdom of our networks, monitor the latest developments in our fields, share our experience, and contribute to the conversation. It is also where the action is. According to a recent study conducted by Forrester Research, a staggering 100 percent of business decision-makers surveyed use social media for work purposes. Almost all (98 percent) read blogs, watch videos, and listen to podcasts); two-thirds comment on blogs and post ratings and reviews, and 79 percent of those maintain a profile on social networking sites “all in the context of their business activities.”
- Dr. Wayne Dyer, the renowned self-help guru advises, And there lies the secret to how you reverse the impact of low confidence triggers in your life. Manciagli coached one client who worried that 14 years as a stay-at-home mom put her out of the running for a great job. “She thought she was going to be a mailroom clerk,” Manciagli says. Taking stock of the skills she’d picked up while raising her family and through her hobby of photography, Manciagli’s client fleshed out her resume—and got hired almost immediately as a college recruiter. “She could speak to college kids and had all the skills to be organized,” Manciagli says.
- What I found is that having a gap makes very little difference in obtaining an interview. What matters more is how you explain a gap, be it in your resume, cover letter or interview. This is especially true for the stay-at-home moms and dads who take time off from their careers to raise children, as most are worried about how that gap will be perceived by recruiters and hiring managers. Keep in mind that it's okay to have gaps in your employment history and that employers are used to seeing them. You're not the first person who has had to take time off work, and you won't be the last. You want to explain the situation without going into too much detail. Employers don't need to hear specifics on your medical issues or what your mom was going through when you had to take care of her. They are mainly concerned about what you have been up to. You really want to show that you've been busy and how your experience will help you be a valuable employee. Be sure to include any volunteer work you have done during that time. “I have been working as a stay at home mom for the past two years. During that time, I have really perfected my time management and organizational skills. In addition, I have been volunteering at a local food bank where I’ve overseen and coordinated several food drives.” It was during that time that I - realize my passion for abc volunteered at abc thats why I am excited to work for your company what did you oversee and coordinate
- Whether you are re-entering the workforce after a break, or currently employed and looking for your next job, building your personal brand online and getting involved with social media are essential. The secret to standing out in a sea of qualified candidates boils down to smart networking and a compelling personal brand. This evening will teach you about both in a fun and engaging manner - and you will leave inspired!
- How to create a unique brand and online persona Easy strategies for managing your reputation when you interact with others to maximize WOM and be memorable 10+ proven tactics to build awareness, influence, and engagement A roadmap for developing a great content strategy to win at social and search My top 5 social media hacks to make you efficient and effective