Staying on Top of Your Game:
The Role of Social Media in Professional
& Business Development
Ernie Humphrey, CTP
CEO, 360 Thought Leadership Consulting
OUR AGENDA
The Components of a Best in Class Online Brand
Building & Managing Your Online Brand
Leveraging Social Media to Drive Professional Development
Leveraging Social Media to Drive Business Development
THE HUMOR: YES WE CAN HAVE FUN
Top 5 Signs You Need a Social Media Knowledge Upgrade
5. You think Twitter is the latest cartoon craze
4. You keep searching for Facebook on Amazon.com
3. You think LinkedIn is a fashion accessory
2. You think blogging is the consequence of eating too much
1. You are studying up on bird calls to upgrade your “tweets”
YOUR ONLINE BRAND: OWN IT
Google search yourself to understand your current online brand.
Assess it
Do not let your social and business world’s collide
Don’t Damage It
LinkedIn can serve as a solid foundation in building your online brand. People go here first to “check you out” as a professional.
Build the Foundation
A vehicle to maintain brand momentum that is not time intensive
Momentum Thought Leadership
Design your own vehicle to promote your professional value and commitment to professional development.
Professional Affiliations
Establish & leverage affiliations that convey thought leadership
YOUR ONLINE BRAND: ASSESSMENT
Is there anything negative about you in cyberspace? If so, how can you “deal with it”?
Damage Control
Is there anything out there you can optimize and leverage?
Identify Opportunities
What would you like to see when you do a search on your name?
What is Missing?
Google Your Name
in Quotes (“ “)
YOUR ONLINE BRAND: RESPECT IT
Do not let how you use your Facebook damage your brand
Damage Control
When your personal life collides inadvertently with your professional world bad things happen
Separation of Worlds
Leveraging Facebook
Connect on Facebook and then transfer the business side of a relationship to LinkedIn
FRIEND OR FOE ?
YOUR ONLINE BRAND: BUILD IT
Build a Complete Profile Deliver a Compelling Profile Title Convey Thought Leadership- Twitter account, Blog Posts, Personal Website, etc. Communicate “how you do it” as well as what you have done Highlight Your Soft Skills RECOMMENDATIONS Matter and Communicate a Strong Endorsement Leverage, but do not solely rely on SKILLS & EXPERIENCE endorsements
Your Profile = Your Professional Value Proposition
YOUR ONLINE BRAND: BUILD IT
Build out Your LinkedIn Connections Display accomplishments that convey your commitment to professional development- PUBLICATIONS, CERTIFICATIONS, PUBLIC SPEAKING ENGAGEMENTS Join LinkedIn Groups Relevant to Your Function & Industry Follow Companies that Show Your Commitment to your Company Highlight Involvement with Professional Associations
Your Profile = Your Professional Value Proposition
YOUR ONLINE BRAND: BUILD IT
Design a Compelling Profile Build out Your Follower Base Target Thought Leaders & Companies Follow Those you Want to Follow-You Learn from Those with the Most Followers Short & Sweet Tweets Get to know and love the hashtag (#) Tweet Frequently, but Tweet Relevant Content Tweet on the Right Day & Time in Real-Time Respond to Tweets
Where those of Few Words Soar to the Clouds
YOUR ONLINE BRAND: BUILD IT
Design a Compelling WordPress Profile Blog to Convey Thought Leadership Blog on Timely & Relevant Topics Blog with Frequency Market your Blog Distribute your Blog (Other Social Media Channels, Associations, Online Publications) Have Fun with It
Develop & Brand a Blog
YOUR ONLINE BRAND: BUILD IT
Speak at Events Contribute Articles & Blogs Attend & Work at Events Serve on Committees Serve on Advisory Boards Exploit as Networking Channels Be Aggressive & Have Fun Elevate Your Professional Brand
Get Involved with Professional Organizations
YOUR ONLINE BRAND: LEVERAGE IT
Growing & Managing Your Professional Network
A Strong Online Brand & Social Media Channel Engagement Drives Organic Network Development An Active Brand Delivers Opportunities to Build the Connections You Need Online Brand Channels Present Opportunities to Strengthen and Develop Deeper Connections Allows you to Elevate Your Professional Development (Often for Free)
YOUR ONLINE BRAND: SHOW IT LOVE
Do not let you hard work depreciate in value
Value Your Investment
If you lessen your commitment
you could lose your standing
relative to your peers
Don’t get left behind
Manage Your Investment
Just like your 401K the value of your brand online brand needs to grow, and the allocation of your time across development channels is like the allocation of money across asset classes.
NICE IN THEORY: WHO HAS THE TIME ?
Once Developed Many Online Branding Channels are Organically Driven You can Outsource– Business Colleagues, Consultants, College Interns Managing your Brand Effectively becomes Easier Over Time- You will Get More Efficient Make the Time- The Cost of Not Staying on Top of Your Games in Today’s World
SOCIAL MEDIA: THE BIZ DEV CHANNEL
Identify the Industries you Want to Target Identify the Companies you Want as Customers Identify & Engage the Professionals at Target Companies who Control the Relevant Spend The Keys to the Candy Store
The Company Search Feature Joining LinkedIn Groups focused on Your Target Industries, Customers, and Decision Makers Engage LinkedIn Group Leaders & Active Members
A Low Cost Channel to Drive Business Growth
SOCIAL MEDIA: THE BIZ DEV CHANNEL
Identify Companies you Want as Customers Follow the Companies you Want as Customers Follow & Engage the Professionals at Target Companies who Control the Relevant Spend Inspire Target Companies and their Decision Makers to Follow You or Your Company Identify Online Groups and Associations where your Prospects Play
A Low Cost Channel for Competitive Intelligence
ASSOCIATIONS: A BIZ DEV CHANNEL
Identify Associations that Serve Your Customers Target Events and Conferences that Serve the Decision Makers you Want to Know Speak at Educational Programs as a Thought Leader Serve on Committees & Advisory Boards Discover Business Development without being “Salesy”
A Cost-Effective Channel to Drive Growth
CLOSING THOUGHTS: YOUR ROI
Your Online Brand is the Key to Career Success in Today’s World
Actively Assess it- - Respect it- Don’t let Professional and Personal Worlds Collide Build it- Leverage it Show it Love – Do Not Neglect it You DO Have the Time to Own it!
Social Media Offers Great Biz Dev Opportunities
LinkedIn – Company Search and Groups Offer the Keys to the Candy Store Twitter- A Competitive Intelligence Gold Mine
Ernie Humphrey, CTP
CEO, 360 Thought Leadership Consulting
http://www.360thoughtleadership.com
http://www.linkedin.com/in/erniehumphrey
http://erniehumphrey.wordpress.com/
THANK YOU!!
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