Personal branding for tech executives v2.1


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This is a revised version of my earlier presentation about personal brand management approaches for technology executives. The lessons are pretty broadly applicable to any job seeker but some of the data points are specifically about CIO's and CTO's.

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  • ----- Meeting Notes (2/8/11 21:02) -----I was asked to talk about personal branding for technology executives... what it is and how to go about using it to manage your career.I've been helping technology pros build their careers for...
  • ----- Meeting Notes (2/8/11 20:39) -----During the last downturn in 2009, I talked to a lot of tech leaders who were...----- Meeting Notes (2/8/11 21:02) -----Leading a technology group in a company is not what it was 10 or especially 20 years ago. Increasingly business leaders who have little to do with tech are being tapped for CIO roles.
  • Being technical isn’t good enoughGot to know the businessGot to be strategicGot to drive innovationNo such thing as “permanent” employment
  • Not just what you say, but demonstrated consistency of behavior.
  • Not just what you say, but what others say about you.
  • ----- Meeting Notes (2/8/11 20:59) -----Worried about spam you don't even have yet?
  • Personal branding for tech executives v2.1

    1. 1. Personal Branding<br />For Technology Executives<br />
    2. 2. Today<br />career climate 2011<br />what is “personal” branding?<br />justifications<br />personal brand planning<br />social media execution and ROI<br />
    3. 3. Defining a need for personal branding<br />Part one<br />
    4. 4. Are tech leaders endangered?<br />Chief Information Officer<br />Director of IT<br />Chief Technology Officer<br />Manager of Information Systems<br />
    5. 5. Old directions no longer apply.<br />economy<br />company volatility<br />unemployment rate<br />market instability<br />
    6. 6. Relatively few positions<br />
    7. 7. Heavy competition<br />
    8. 8. Pressure to evolve<br />AND RISING!<br />Source: State of the CIO Survey 2010<br />
    9. 9. “We are the CEOs of our own companies: Me Inc.”<br />- Tom Peters, Fast Company 1997<br />
    10. 10. Predictable. Consistent.<br />(Personal Branding should not be like a Magic 8 Ball)<br />
    11. 11. Phil? Oh yeah. I can tell you all about him.<br />“Brands are built on what people are saying about you, not what you’re saying about yourself.”<br />- Guy Kawasaki<br />
    12. 12. Common objections and their justifications<br />Part two<br />
    13. 13. Personal branding:Not just for job seekers!<br />Publicity & Awareness<br />Organization’s Credibility<br />Humanizes Your Company<br />
    14. 14. Too busy?<br />If just 30 minutes a day meant a path to a better job, new business or happier employees, wouldn’t you invest the effort?<br />
    15. 15. Fine for marketing people<br />Too cheesey for me!<br />
    16. 16. Can executives be too available?<br />
    17. 17. Personal brand planning<br />Part three<br />
    18. 18. A personal branding plan<br />Assess<br />Life & Career Goals<br />Inventory of attributes, skills, experiences<br />Input from your “brain trust”<br />Plan<br />Résumé, Portfolio, Interviewing Skills, Website,<br />Social Media, Networking Plan, Appearance…<br />built on great stories!<br />Implement<br />Content planning<br />Staying current<br />Participating and Interacting<br />Maintain<br />Measurement of KPI’s<br />Regular re-assessment<br />Plan correction<br />
    19. 19. What are your building blocks?<br />Great story demonstrating affability<br />Great story demonstrating brilliance<br />Great story demonstrating confidence<br /> is for Brilliant<br />is for Confident<br />is for Affable<br />
    20. 20. Building the brand<br />What you convey face-to-face<br />Résumé, LinkedIn profile, communications<br />Your Foundational Qualities<br />
    21. 21. Practice.<br />Makes.<br />Perfect.<br />I’m affable and here’s why!<br />
    22. 22. Hair<br />Visual Identity should match brand<br />Smile<br />Accessories<br />Clothing<br />
    23. 23. Social media brand execution<br />Part four<br />
    24. 24. 4 out of 5<br />
    25. 25. 5 Critical Questions<br />Who do you want to reach?<br />What action do you want them to take?<br />What do they want?<br />How will you convince them?<br />How far are you prepared to go?<br />
    26. 26. Who do you want to reach?<br />Top influencers<br />Peers<br />Potential employers<br />Potential partners<br />Investors<br />
    27. 27. What do they want?<br />Real conversation<br />New ideas<br />Analysis<br />Humor / wit / fun<br />Attention<br />
    28. 28. What action do you want them to take?<br />Comment<br />Follow / friend / connect<br />Link / review / recommend<br />Buy<br />Hire<br />Meet<br />Partner<br />Engage!<br />
    29. 29. How will you convince them?<br />Your distinctive…<br />Skills<br />Knowledge<br />Experiences<br />
    30. 30. How far are you prepared to go?<br />Patience<br />Tenacity<br />Alertness<br />Curiosity<br />Responsiveness<br />Interestingness<br />
    31. 31. 5 Critical Questions<br />Who do you want to reach?<br />What action do you want them to take?<br />What do they want?<br />How will you convince them?<br />How far are you prepared to go?<br />
    32. 32. Balance social media with work<br />Know company policies<br />Set realistic goals<br />Start small<br />Stay manageable<br />Remember disclaimers<br />If it’s not fun, stop!<br />
    33. 33. Step by Step: Getting Started<br />What is the right channel for me?<br />Demographics<br />Writing, long or short?<br />Pictures<br />Audio<br />Video<br />One or many channels?<br />How often is normal?<br />
    34. 34. What is the right channel for me?<br />
    35. 35. Social Network Demographics<br />
    36. 36. Top global companies use many channels…<br />Source:<br />
    37. 37. … and reap significant rewards.<br />
    38. 38. But most of them started small.Just one channel.<br />
    39. 39. How often is normal?<br />Twitter or Facebook: 30 minutes a day<br />Blogs: 1-2 updates/ week<br />Bottom line: When you feel like it!<br />
    40. 40. Measuring Your Investment<br />40<br />Unique visitors<br />Pages visited<br />Time on site<br />Bounce rate<br />Posts<br />Comments<br />Post: Comment ratio<br />Search engine ranking<br />Sentiment <br />Reviews<br />Recommendations<br />Referrals<br />Tweets<br />Retweets (RTs)<br />Mentions<br />Connections<br />Followers<br />
    41. 41. Some Free Tools<br />Google Analytics / Woopra<br />Google Alerts<br />HootSuite, Tweetdeck<br />
    42. 42. Round-up and take aways<br />Part four<br />
    43. 43. Take Aways<br />For the foreseeable future, career management necessitates personal brand management<br />Social media is a visible, practical way to establish and maintain a personal brand<br />Social media personal branding only works in conjunction with your other career management efforts<br />Start with stories that define and exemplify what you stand for professionally, then build messages and choose channels for delivery<br />Measure your efforts critically and adapt<br />
    44. 44.
    45. 45. About<br />Part of SPR Companies<br />A communications consultancy<br />Strategy, governance and accountability for social media efforts<br />Performance management through planning and metrics<br /><br />