personal branding through conversations
Post on 15-Sep-2014
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Social media & word-of-mouth can help everyone in building a great personal brand. This presentation describes in 5 simple steps your way to become a strong personal brand.TRANSCRIPT
@Steven_InSites [email protected]
How conversations help youto build a strongpersonal brand.
Prof. Steven Van BelleghemManaging Partner InSites Consulting
@Steven_InSites [email protected]
Before we start,I want to set something clear.
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This presentation isNOT about social media.
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It is about the power of conversations.Conversations are choice & perception builders.
@Steven_InSites [email protected]
Managing your personal brand means managing the conversations about...yourself.
@Steven_InSites [email protected]
Time to become your own Conversation Manager.Managing the conversation about your brand is more challenging
than managing the communication about your brand.
@Steven_InSites [email protected]
Everybody can build a personal brand today.Tavi Gevinson was 14 when she sat on the first row of famous fashion shows. She was a very active blogger and became as influential as top fashion magazines.
@Steven_InSites [email protected]
Personal branding in 5 strategic steps.Follow these 5 steps to boost your personal brand.
Define a clear DNA
Define your
touch-points
Use smart
activation
ObserveFacilitate
Join
Think long term
@Steven_InSites [email protected]
Personal branding in 5 strategic steps.Follow these 5 steps to boost your personal brand.
Define a clear DNA
Define your
touch-points
Use smart
activation
ObserveFacilitate
Join
Think long term
@Steven_InSites [email protected]
Define a very clear DNA.The key question is: what should people say about you?
@Steven_InSites [email protected]
Simple key words: hope, change, Yes we can.Make it easy for people to tell others what you stand for.
@Steven_InSites [email protected]
Being positive should be part of your DNA. Being nice to other people is just one of the most powerful things there is.
@Steven_InSites [email protected]
A random act of kindness helps. Include it in your DNA.Get a smile on someone's face without a clear reason or hidden agenda. Just try to improve someone's day. It will make you feel good as well.
@Steven_InSites [email protected]
Personal branding in 5 strategic steps.Follow these 5 steps to boost your personal brand.
Define a clear DNA
Define your
touch-points
Use smart
activation
ObserveFacilitate
Join
Think long term
@Steven_InSites [email protected]
Define your touchpoints.Make it easy for people to find your stories and to get in touch with you. Social media is not about technology, it’s about connecting with people.
@Steven_InSites [email protected]
Have your own media.In the end, it’s great to have your own home base to tell your stories the way you want it. Here you don’t need to rely on someone else.
@Steven_InSites [email protected]
A personal homepage helps.It is an easy place to share all interesting content about your passion.
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Use your homepage to communicate your DNA.Do it in a smart & easy to digest way like @palmaerts
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Be smart about channeling your digital content.David Armano (@armano) uses Flickr to allow others to share his vision.
@Steven_InSites [email protected]
Twitter is highly recommended.Not just to broadcast but to reach out to other opinion leaders in your field of expertise. Listen, learn, connect & share on Twitter.
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SlideShare is ever lasting. Claim thought leadership.SlideShare is just great to demonstrate your vision through a story. This content is longer available than a tweet or a Facebook update.
@Steven_InSites [email protected]
Look for sites where your target group already is.Share your content on platforms with high reach. This helps you to speed up the branding process.
@Steven_InSites [email protected]
Personal branding in 5 strategic steps.Follow these 5 steps to boost your personal brand.
Define a clear DNA
Define your
touch-points
Use smart
activation
ObserveFacilitate
Join
Think long term
@Steven_InSites [email protected]
It’s about activation.A message becomes important when other people share it. This is the evidence that what you do is worth sharing (and is relevant & high quality).
@Steven_InSites [email protected]
Smart activation: create impact through conversations.Get the right people talking, for the right motivation and let them talk about the topic that is relevant for you.
@Steven_InSites [email protected]
Produce remarkable content.It should be relevant for people to connect with you. Offer them value and they will become followers, ambassadors and eventually fans.
@Steven_InSites [email protected]
Father Roderick proves that it is possible in all sectors.If your content is cool, real, unique, self identifying & happy (CRUSH by @Joeri_insites) it will win people’s hearts.
@Steven_InSites [email protected]
Leverage offline media through social media.Famous marketing professor @ginovanossel is almost weekly on tv or in the newspaper. He uses his Twitter account to leverage on these appearances.
@Steven_InSites [email protected]
8 Million followers is great. Nothing wrong with reach.Set clear objectives to build your own reach on different social media.
@Steven_InSites [email protected]
Personal branding in 5 strategic steps.Follow these 5 steps to boost your personal brand.
Define a clear DNA
Define your
touch-points
Use smart
activation
ObserveFacilitate
Join
Think long term
@Steven_InSites [email protected]
Observe people, help them to spread the word about you & join into relevant conversations.All three steps remain relevant in building your personal brand.
@Steven_InSites [email protected]
Observe: Find influential people in your sector.Follow them, learn from them and engage with them. In the end, they can become your friends. Check Klout.com to look at influence levels.
@Steven_InSites [email protected]
Listen, ask questions, let people ask questions.State of the union 2011: possibility to ask questions to the president of the USA. Open up for real time feedback on social media in line with your offline events.
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Facilitate &Collaborate: ask your friends for input.Clo Willaerts (@bnox) crowdsourced her corporate logo and the logo of her book.
@Steven_InSites [email protected]
Join existing conversations.Gary Vaynerchuk (@garyvee) creates content every day & joins existing conversations of others. Doing this for years resulted in more than 800K followers and a huge increase in business success.
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If you join, you don’t need other media to tell your story.Japanse prime minister joins twitter after feedback about slow & unclear communication about the tsunami.
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When you join, please be real.By the way, people will feel it when your conversations are fake.
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Real personal tweets. You just feel this is real.Most famous Belgian minister (@vincentVQ) on Twitter. Started tweeting after tip of famous advertising guru (@heldenmerk) and increased his awareness.
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Thank you!
Sorry…
When joining: Forget your ego and your macho behavior.Saying thank you & sorry is just so powerful to create more fans & empathy.
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Joining should lead to conversion.This girl (@slijterijmeisje) has a liquor store and became famous by blogging. She discovered the power of co-creating with fans to bring business success.
@Steven_InSites [email protected]
Personal branding in 5 strategic steps.Follow these 5 steps to boost your personal brand.
Define a clear DNA
Define your
touch-points
Use smart
activation
ObserveFacilitate
Join
Think long term
@Steven_InSites [email protected]
Not once, not twice, but 365 days a year.Don’t just deliver content when it is important to you. Produce content when it is important for your audience: probably every day of the year.
@Steven_InSites [email protected]
Seth Godin: author & guru. He ‘delivers’ every day.He writes books, but to become a strong brand, it is about delivering content every day of your life. That’s why Seth is blogging & writing every day.
@Steven_InSites [email protected]
It really takes time & effort. And…show your love.Ben & Jerry traveled to Amsterdam to meet up with 100 fans. This was the start of an online fan community. They don’t just love their fans, they show their love.
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Just do it! Belgian top entrepreneur (@woutertorfs) just started tweeting to understand the opportunities of Twitter. Learning, trying out and doing stuff brings you further than just talking about it.
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A lot of information, I know.
Just don’t forget these three things:
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First step is describing your DNA.Know what people should say about you & stick to it in everything you do.
@Steven_InSites [email protected]
Observe people, help them to spread the word about you & join into relevant conversations.All three steps remain relevant in building your personal brand.
@Steven_InSites [email protected]
“Success is going from failure to
failure without the loss of enthusiasm”
You don’t wake up with 1 million followers.It’s hard work. Every day.
@Steven_InSites [email protected]
Read more on www.theconversationmanager.com
Follow me on Twitter @steven_insites
For questions & feedback:[email protected]