Brand Ownership Tactics

Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved

Why Brand Ownership Matters & How to Get

Buy-In

With Morgan Burke & Dorie Clark March 26, 2014


73% of B2B organizations have someone dedicated to content marketing.

MYTH: It’s the Content Marketer’s job to create 100% of your content and own the brand.


Do you ever feel like non-marketers...

Are hiding from you?

…It’s because they only see the extra work


What Is Personal Brand?

Source: thesavvysocialista.com

Born in 1997 More than just an elevator pitch = Your Reputation


Why Does it Matter?

Source: thesavvysocialista.com

•  For You

•  For Your Company

›❯  More Respect

›❯  Career Insurance

›❯  Attract the Right Kind of Opportunities

›❯  Rainmaker

›❯  Halo Effect

›❯  Strong Brand = Pricing Premium


Make it a Company-Wide Initiative

Are hiding from you?

•  Company-wide Klout competition

•  Including in Quarterly/

Annual Goals •  Weekly e-Newsletter •  Visible Leaderboard •  Involve the Higher Ups


Learn How to Leverage Your

Whole Team


The Thinker The Writer/Producer The Politician

Identify Your Go-To People

TRUTH: We are responsible for helping stakeholders across the company communicate their vision in the most effective way possible for them.


1) The Thinkers

Who are they:

Why are they helpful:

›❯  Top level execs or more technical experts

›❯  Outspoken “idea” people or critics

›❯  Anyone with little or no time to proactively contribute

›❯  An extra set of eyes and ears

›❯  Breadth of knowledge marketers don’t always have

›❯  Fresh perspective

Mutual Benefits: low commitment, potential high impact


2) Content Creators Who are they: ›❯  Disciplined and willing to stick to deadlines

›❯  Understands how to capture a company’s voice & tone

›❯  People who LOVE to write or talk!


Mutual Benefits: credibility, inbound links, new audience

›❯  “Free” content

›❯  Niche expertise

›❯  Varying perspective or angle on key issues

Guest Posts

Corporate Blog

Webinars


3) Content Distributors Who are they:

…it’s all in the delivery.


Mutual Benefits: credibility, targeted reach, brand focus, influencer engagement

›❯  Networkers

›❯  Externally facing

›❯  Active social engagement

›❯  The #1 brand advocates

›❯  Bring a human touch to your business

›❯  Increased leverage


3 Tips for Leveraging Co-Workers

1) Identify individual strengths and weaknesses

2) Provide incentives

3) Make contributing as easy as possible

Fact: 50% of OpenView’s content is generated by non-marketing employees.


All Employees

›❯  Create & maintain LI, Twitter & G+

›❯  Create a uniform tagline for each account

Content Creators

›❯  Implement Google Authorship

›❯  Create bio to be used everywhere, including links

Content Distributors

›❯  80/20 Rule: 80% professional/ 20% personal

Image credit: freelancersunion.com

Personal Branding Guidelines

Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Image credit: freelancersunion.com

The Google Test

Benchmark Goal: Get every employee to show up for all

results on the first page

Proprietary and Confidential ©2013 OpenView Investments, LLC. All Rights Reserved Image credit: freelancersunion.com

Go Forth – and Start Small

›❯  Make it culturally unacceptable for

people to “Opt Out”

›❯  Everyone must be findable

›❯  Bare Minimum = LinkedIn and 1

other social account Image credit: petewitt.empowernetwork.com


Questions?

Brand Ownership Tactics

Marketing

Transcript of Brand Ownership Tactics