CIM Personal Branding Presentation

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Post on 19-Oct-2014




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Punch Above Your Weightv 3.0Dr Alan Rae, Managing Partnerwww.howtodobusiness.comDr Lisa Harris, University of Southampton

Why 3.0

Web 1.0 - Find Me Web 2.0 - Join Me Web 3.0 - Follow Me Thomas Power Chairman of Ecademy

Who we areDr Lisa Harris is a Senior Lecturer in Marketing at Southampton University School of Management. She is a Chartered Marketer and a member of the Chartered Institute of Marketing International Board of Trustees.

Dr Alan Rae is Managing Partner of AI Consultants which researches how small companies use IT and develops training programmes for small companies themselves or those who need to work with or sell to them. He is a Fellow of the CIM and sits on its membership and research advisory groups.

The Punch Above Your Weight Research ProjectWe are studying how small firms are maximising their marketing effectiveness with Web 2.0 toolsFunded by West FocusBuilds upon the 2006 Abandoned Heroes project involving 400 SMEs in London and South East 30 follow up F2F interviews in took place in 2007 Project output to date is 3 academic papers, a CPD training course and e-bookOur current phase of the project is examining 12 detailed case studies of SME collaborative gangsOnline and offline networking styles in SMEs

Change we can believe in$28m average raised per month in online donations92m views of display ads per month2.2m site visitors per month9.8m video views on YouTube1,997,530 supporters of the Obama Facebook Group91,367 followers on Twitter

Small Company Marketing the realityIts about generating leadsYou need a strong story that connects you to your customersYou have only so much time available for sales and marketing 12 hours on averageBut it cant be dear and it cant eat your timeYou need to use the internet to prospect for you to generate warm leads. If youre clever you can get a 40% boost

How you do itTurn your story into keywordsTest them using Google ad-wordsWhen youve got them put them intoanchor text Small Business Marketing course sits, page title, keywords metatagsTags for any online materials you createCreate additional places you can link fromBlogs, Social network sites, other peoples sites

This is how it fits together



central theme

International Sales


International Division

Mail Room

Copy Center


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Face to FaceNetworking

Your WebSite

Social Networking Platform like ECADEMY helps you organise TELLING IT On-Line

Marketplace Adverts

Pay perClick Ads

Online Profile

Blog writing

Tells YouWhat PeopleSearch For And Helps Decide WhatsYour Story

Tellingit inWriting


Brochures &Direct Mail


Product Sale

Podcasts!Video clips

Download White Paper, podcast etc In exchange for permission to contact


Offers by email, ezines etc

SomeoneElsesSite / Lens

Linking StrategyAffiliate Links


Telling it Face toFace



What can you practically do?For services its like a play The action is networking and salesThe scenery is the online activityIt projects your personal brand based on How well you know your subjectHow well you perform with your clientsHow easy to work with you areHow memorable you are

The CIMs view of Brand

When you start in business

You work out a story that connects you to your customers

And tell it in as many places as you canFace to FaceOnlineIn Writing

As you get more establishedOther people tell your story for youPartnersAdvocatesExisting Customers

Your way of doing business becomes as important as the products to the customerReputationLook and feelCompany personality

Eventually it takes on a life of it ownIt becomes a brandIt attracts business over and above your direct marketing effortsIt becomes the companys personalityIt can be used to endorse new products to give them a leg-up

And it has a value called brand equityIt needs protectingIt adds value to the companyIn todays corporate businesses intangible value represents up to 85% of the share price

For Customers

It reduces risk Accreditations Soil AssociationKiteMarkTrade Association membership

Values of some BrandsCoca Cola $69 BillionMicrosoft$64 BillionIBM$51 BillionGE$41 BillionIntel $31 BillionNokia$30 BillionDisney$29 BillionMcDonalds$26 BillionMarlboro$24 BillionMercedes21 Billion

You cant start too early to construct a brandIts like quick drying cement

But it has to be congruent

It has to represent where you are now

and where you are going to be

And it has to be realistic tangible - attractive

Early history is definingFirst ProductFirst channel of distributionFirst positioningFirst campaignFirst eventsFirst CEOCorporate Visions and values

These produce a brand prototype which eventually leads to a brand identity

It has to position you- at a glance

This depends on your place in the market and the values of the people at that point in the market

It depends on what you want from the business and how you do business

And it depends on whether you are selling goods or services.

So your narrative must capture

Your emotional valuesYour customers personality and valuesYour relative positions in the business landscapeBoth sets of needs and wants

And it needs symbolising

The brand expresses this relationship

In wordsIn visualsIn soundIn experience

Brands reduce risk for some customers

It suggests that those are the people who are most influenced

It helps them decide quicker on automatic pilot to buy your product

Early adopters / those buying on technical merit seem to trust themselves more

Its about what phrase you want to own

In the customers mind?In Googles mind?

It needs to capture whats memorableabout youyour way of doing things your products your values.

Your task is to build a brand that attracts business to you over and above what you can do by selling and networking

You have limited timeMedian marketing activity is 12 hours a weekOur current research tells us that 25% do more than 8 hours a week on lineIn that time you can write one blog article and keep a presence on one and a half social networks.The front runner for business seems to be Linked-in then Ecademy which combines on line and offlineConventional face to face activity with a bit of PR and adwords spend seems to be what people actually do.But here are some examples of what some more adventurous souls have done

Our Gifted AmateursMost interesting are those running ordinary companies:Ellis Pratt (Cherry Leaf Technical Authors) Conversation, Aggregation, CollaborationMike Southon, the Beermat EntrepreneurAndrew Woolley (Lawyer) outsources lead generation, talks, good online material, EcademyMartin Bamford IFA. Ecademy, books, Squidoo.And weve included one whos really different Gary Vaynerchuk Viddler, Blogs etc

Ellis Pratt CherryLeaf Technical communication company based in Brighton, Heathrow and ThameExpertise in single sourcing (reusing content) and online Help. (150 followers)Over 500 connections on LinkedIn

TwitterMicrobloggingCan be fed via twitterfeedFrom EcademyFrom the BlogVia utilities like TwhirlPeople follow you you combine interesting snippets with a modest amount of promotional activity

TwitterTwitter users are early adopters of web technologiesThey are well educated, influential and earn high salariesThey are receptive to advertising and are likely to talk about products to spread the word

Personal Branding with Twitter

Provide feedback. Become known as a reliable and informative source of help to your network Get Feedback. Ask for advice and youll receive collective intelligence from your networkHire People. Send out a message to your followers asking for recommendations. Direct traffic. Include links in a tweet to direct traffic to your blog or to the recommended posts of others. Read News. subscribe to feeds for specific websites/conferences, or from content providers such as the BBC. Make New Friends. Twitter allows you to befriend and track the messages of other users. Network for benefits. Interact with other like-minded people, or experts in your field. Develop relationships for future mutual benefits such as testimonials or peer recommendations. Business Management. Twitter can be used as a company intranet that connects employees to one another, for example when working remotely or on collaborative projects Notify or Support Your Customers. Advise your customers of new products, or address their technical queries/complaints.Find Prospects. Twitter can be used as a means to find potential customers or clients online. Do a search for keywords related to your product on Twitter Search and then follow users. Provide Live coverage. For example to provide real time coverage of conference keynotes Set Up Meetings. An informal and casual way of arranging adhoc meetings.

Practical examples (Twitter in Plain English)Suggested examples to

Mike SouthonBeermat Entrepreneur

Mike is a Star he earns his living by talkingEvery minute hes not talking hes losing moneyHis approach is outsource everythingHe found a really good author Chris West to work with

HistoryHe wrote the Beermat Entrepreneur based on his experiences as the sales cornerstone of a Unix Training companyHe acquired the DTIs Beyond Bricks network which became a trusted network on EcademyHe ran Beermat Monday for a few yearsHe created Sales on a Beermat and Marketing on a beermatHe got some third parties Louise Third to be precise to write PR on a Beermat.He offers training programmes in these spacesPodcasts, books, coursesAnd does keynote speeches hes good weve worked with him a couple of times

He does write some stuff himself

Columns for Business Clubs

Monthly e-zine

And he interviews people for his pod-casts

Monthly E-zine


Sales Page

Mike is his own product

Andrew Woolley

Is a lawyer specialising in divorce

He has been an IT early adopter we first met him in 2003 when we were doing some broadband promotions for the DTI

He has been on Ecademy for a long time a real early adopter.

Here he is in 2003

We interviewed him last year

He was moving from business law to divorce at that timeHe was the one person we talked to who really seemed to get the sales pyramidHe knew what his ratios were and managed accordingly

Blogs on EcademyAndrew is ranked 59th 19 blogs in 3 months

His Ecademy Profile

His Web Site

His Newsletter

Tags and Keywordshes actually used someone who knows what theyre doing!Divorce and Family solicitors: solicitor UK: divorce lawfirm

So here is Andrews Autosignature when he blogs on EcademyEach phrase is a key word that is the anchor textFor a specific page on his site

This Builds yourBrand in Googles mind

What does this sayabout Andrews brand?

Up to dateEfficientEasy to deal withComplete range of servicesSensible blend of online / off line activityA problem fixed

Gary Vaynerchuk Internet celebrity can be attributed to his pioneering, multi-faceted approach to personal branding and business building. Over 6 years, Gary and his father Sasha rebranded the family business as Wine Library and transformed it from a local store doing $4 million in annual sales to a $50 million national industry leader. In 2006, Gary launched Wine Library TV (WLTV), a free daily video blog in which Gary tastes and reviews wines in a creative way. In 2008, Gary became increasingly known throughout the Web 2.0 community through F2F conference speeches and his hyperactive online networking. Garys rationale is that with the proper utilisation of social media, brand building is simply a matter of passion, effort, and time.

Gary in Action

Wine Library TV

Where is personal branding going



Face to face + Online balance