Download - CIM Personal Branding Presentation
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Punch Above Your Weightv 3.0
Dr Alan Rae, Managing Partnerwww.howtodobusiness.comDr Lisa Harris, University of
Southampton
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Why 3.0
Web 1.0 - Find MeWeb 2.0 - Join MeWeb 3.0 - Follow Me
Thomas Power – Chairman of Ecademy
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Who we are• Dr 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.
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
The ‘Punch Above Your Weight’ Research
Project• We are studying how small firms are maximising
their marketing effectiveness with Web 2.0 tools– Funded by West Focus– Builds 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-book– Our current phase of the project is examining
• 12 detailed case studies of SME “collaborative gangs”• Online and offline networking styles in SMEs
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
“Change we can believe in”
• $28m average raised per month in online donations• 92m views of display ads per month• 2.2m site visitors per month• 9.8m video views on YouTube• 1,997,530 supporters of the Obama Facebook Group• 91,367 followers on Twitter
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Small Company Marketing – the reality
1. It’s about generating leads2. You need a strong story that connects you to
your customers3. You have only so much time available for sales
and marketing – 12 hours on average4. But it can’t be dear and it can’t eat your time5. You need to use the internet to prospect for
you – to generate warm leads. If you’re clever you can get a 40% boost
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
How you do it• Turn your story into keywords• Test them using Google ad-words• When you’ve got them put them into
– anchor text • Small Business Marketing course sits over• www.1manbrand.co.uk
– Headlines, page title, keywords metatags– Tags for any online materials you create
• Create additional places you can link from– Blogs, Social network sites, other people’s sites
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
This is how it fits together
Social Networking Platform like ECADEMY helps you organise
TELLING IT On-Line TELLING ITFACE TO
FACE
OnlineNetworking Face to Face
Networking
YOUR WEBSITE
Online ProfileBlog writing
MarketplaceAdverts
PAY PERCLICK ADS
TELLS YOUWHAT PEOPLESEARCH FOR
AND HELPS DECIDE
WHAT’SYOUR STORY
TELLINGIT IN
WRITING
EmailAutoSignature
Brochures &Direct Mail
PRProduct Sale
Podcasts!Video clips
Download White Paper,podcast etc In exchange for
permission to contact
CRMDatabase
Offers by email, ezines etc
SOMEONEELSE’S
SITE / LENSLinking StrategyAffiliate Links
Workshops
Enquiry
Subscription
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
What can you practically do?
• For services it’s like a play – – The action is networking and sales– The scenery is the online activity– It projects your personal brand based on
• How well you know your subject• How well you perform with your clients• How easy to work with you are• How memorable you are
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
The CIM’s view of Brand
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
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 can– Face to Face– Online– In Writing
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
As you get more established
• Other people tell your story for you– Partners– Advocates– Existing Customers
• Your way of doing business becomes as important as the products to the customer– Reputation– Look and feel– Company personality
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Eventually it takes on a life of it own
• It becomes a brand– It attracts business over and above your direct
marketing efforts– It becomes the company’s personality– It can be used to endorse new products to give them
a leg-up
• And it has a value – called brand equity– It needs protecting– It adds value to the company– In today’s corporate businesses intangible value
represents up to 85% of the share price
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
For Customers
• It reduces risk – Accreditations • Soil Association• KiteMark• Trade Association membership
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Values of some Brands• Coca Cola $69 Billion• Microsoft $64 Billion• IBM $51 Billion• GE $41 Billion• Intel $31 Billion• Nokia $30 Billion• Disney $29 Billion• McDonald’s $26 Billion• Marlboro $24 Billion• Mercedes £21 Billion
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
You can’t start too early to construct a brand
• It’s 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
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Early history is defining
• First Product• First channel of distribution• First positioning• First campaign• First events• First CEO• Corporate Visions and values
• These produce a brand prototype which eventually leads to a brand identity
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
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.
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
So your narrative must capture
• Your emotional values• Your customer’s personality and values• Your relative positions in the business
landscape• Both sets of needs and wants
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
And it needs symbolising
• The brand expresses this relationship
– In words– In visuals– In sound– In experience
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
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
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
It’s about what phrase you want to own
• In the customer’s mind?• In Google’s mind?
• It needs to capture what’s memorable– about you– your way of doing things– your products– your values.
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Your task is to build a brand that attracts business to you over and above what you can do by selling
and networking
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
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 line– In 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 offline– Conventional 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 Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Our “Gifted Amateurs”
• Most interesting are those running “ordinary” companies:– Ellis Pratt (Cherry Leaf Technical Authors)
“Conversation, Aggregation, Collaboration”– Mike Southon, the “Beermat Entrepreneur”– Andrew Woolley (Lawyer) outsources lead
generation, talks, good online material, Ecademy– Martin Bamford – IFA. Ecademy, books, Squidoo.
• And we’ve included one who’s really different – Gary Vaynerchuk – Viddler, Blogs etc
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Ellis Pratt – CherryLeaf
• Technical communication company based in Brighton, Heathrow and Thame
• Expertise in single sourcing (reusing content) and online Help.
• www.cherryleaf.com/blog.htm• www.twitter.com/ellispratt (150 followers)• Over 500 connections on LinkedIn
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Twitter• Microblogging• Can be fed via twitterfeed
– From Ecademy– From the Blog– Via utilities like Twhirl
• People follow you – you combine interesting snippets with a modest amount of promotional activity
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Twitter• Twitter users are early adopters of web
technologies• They are well educated, influential and
earn high salaries• They are receptive to advertising and are
likely to talk about products to ‘spread the word’
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
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 you’ll receive ‘collective intelligence’ from your network• Hire 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.
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Practical examples• http://uk.youtube.com/watch?v=ddO9idmax0o
(Twitter in Plain English)• Suggested examples to follow:
– www.twitter.com/delloutlet– www.twitter.com/gmblogs– www.twitter.com/barackobama– www.twitter.com/gartner_inc– www.twitter.com/davechaffey– www.twitter.com/bbcnews– www.twitter.com/johncleese– www.twitter.com/tubeupdates– www.twitter.com/lisaharris
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Mike SouthonBeermat Entrepreneur
• Mike is a “Star” – he earns his living by talking
• Every minute he’s not talking – he’s losing money
• His approach is “outsource everything”• He found a really good author – Chris
West – to work with
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
History• He wrote the Beermat Entrepreneur – based on his
experiences as the sales cornerstone of a Unix Training company
• He acquired the DTI’s “Beyond Bricks” network which became a trusted network on Ecademy
• He ran “Beermat Monday” for a few years• He created Sales on a Beermat and Marketing on a
beermat• He got some third parties – Louise Third – to be precise
to write PR on a Beermat.• He offers training programmes in these spaces
– Podcasts, books, courses• And does keynote speeches – he’s good – we’ve worked
with him a couple of times
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
He does write some stuff himself
• Columns for Business Clubs
• Monthly e-zine
• And he interviews people for his pod-casts
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Monthly E-zine
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Beermat.Biz
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Sales Page
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Copyright Dr Alan Rae2007
Mike is his own product
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
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.
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Here he is in 2003
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
We interviewed him last year
• He was moving from business law to divorce at that time
• He was the one person we talked to who really seemed to “get” the sales pyramid
• He knew what his ratios were – and managed accordingly
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Blogs on EcademyAndrew is ranked 59th – 19 blogs in 3 months
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
His Ecademy Profile
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His Web Site
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His Newsletter
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Copyright Dr Alan Rae2007
Tags and Keywordshe’s actually used someone
who knows what they’re doing!• <title>Divorce and Family solicitors: solicitor UK: divorce
lawfirm</title> <meta http-equiv="Content-Type" content="text/html; charset=windows-1252">
• <meta name="keywords" content="divorce advice, divorce solicitors, divorce England, UK family solicitor, matrimonial law, family law, family advice, family solicitors" />
• <meta name="description" content="UK family and divorce solicitors providing advice on divorce and family law – call 0800 3212832" /> <meta name="author" content="Website designed and developed by Zarr - http://www.zarr.com" /> <link type="text/css" href="/styles.css" rel="stylesheet" media="screen" /> <link type="text/css" href="/print.css" rel="stylesheet" media="print" />
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
So here is Andrew’s Autosignature when he blogs on Ecademy
Each phrase is a key word that is the anchor textFor a specific page on his site
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
This Builds yourBrand in Google’s mind
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
What does this sayabout Andrew’s brand?
• Up to date• Efficient• Easy to deal with• Complete range of services• Sensible blend of online / off line activity• A problem fixed
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Gary Vaynerchuk• http://garyvaynerchuk.com/2008/07/01/the-personal-brand-gold-rush
-is-going-on-where-are-you/• Gary’s 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.
• Gary’s rationale is that with the proper utilisation of social media, brand building is simply a matter of passion, effort, and time.
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Gary in Action
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Wine Library TV
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
http://personalbrandingblog.wordpress.com
Our Business is Making Your Business Grow
Copyright Dr Alan Rae2007
Where is personal branding going
• Advocacy
• Authority
• Face to face + Online balance
• Virality