cfa brand mgt 2011 handouts

CFA Toronto – 2012 – Social Media & Brand

McKinley Solutions Exchange Inc.www.mckinleysolutions.com 1

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The World’s The World’s Best Brand Best Brand

YOU !!!YOU !!! 2



IdeasPersonal Brand

T iti t W b 2 0 lTransition to Web 2.0 plus

The Big 4.5 Tools/Platforms

Brand Tools/Platforms

Personal Website

Old School

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Brand•Brand is not a logo•Brand is not an identity•Brand is not a product

A brand is a person’s gut feeling about a product, service, or organization 4



Your PersonalBranding

WorksheetWorksheet

1.What is Your Vision?

2.What is Your Purpose?

3.What Are Your Values and Passions?

4.What Are Your Goals?

5.What Are Your Brand Attributes?

Your PersonalBranding

WorksheetWorksheet

6. What are your are Strengths?

7. How Do Other People Describe You?

8. What are your Weaknesses?

9. Who Is Your Target Audience?

10.What Differentiates You From Your Competition?



1. Can you explain in less than 15 seconds what value

your brand provides the world?

10 Questions to Develop Your Brand

your brand provides the world?

2. Can you explain in less than a minute your vision for

your brand?

3. What are your 3 biggest challenges and what are you

doing about them?

4. What are the 3 biggest opportunities and how are

you planning to exploit them?

5. Do you spend time each week on your own

6.Would you follow your blog?

10 Questions to Develop Your Brand

7.Would you follow your tweets?

8.Are they representative of the brand personality you

are trying to portray?

9 What makes you indispensable?9.What makes you indispensable?

10.What ways do you provide value?



What is your brand?

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Why should your brand be a

part of our part of our brand?

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What is your brand saying?brand saying?

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Reputation management means tracking your

Five Free Tools for Personal Reputation Management

Reputation management means tracking your personal brand both online and offline and reacting

when necessary.

While a lot of people think that personal branding is synonymous with reputation management, it is more y y p g

like routine maintenance, after you’ve already established yourself.



Five Free Tools for Personal Reputation Management

• Google - Google.com/alerts

• Blog posts – Technorati.com

• Blog comments – backtype.comBlog comments backtype.com

• Discussion boards - boardtracker.com

• Twitter – search.twitter.com

How do you get the brand message out?

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S ituation orT askA tiA ctionR esult

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Pet Peeves

“ I “ – Not strong enough

“ Responsible “ – Who cares?

“ Only Words “ – Numbers SELL?

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“ Templates“ – No Microsoft Resumes

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Web 2.0 and Beyond

ListenParticipateUnderstand

Engage20



Get Involved

Web 2.0" strategies, likens it to the JFK sa ing abo t d tsaying about duty -only in this context

it's,

"Ask not what your social network can

do for you but whatdo for you, but what you can do for it."

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The BIG 4.5 Platforms

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Additional Platforms for Personal Brand

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Visual CV

• Easily built• Control access• Do keep it short

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• Do keep it short• Many versions



Skype

•Manage the view•Dress appropriatelyP ti P ti P ti

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•Practise...Practise...Practise•Test the technology

Slideshare

• World's largest community for sharing presentations

• World's Top 10 tools for education & elearning

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g• Upload presentations publicly

or privately



About.me

• Personal information • Simple url ... your handle• Keep it short & concise

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eep t s o t & co c se• Use a good photo• Socially linked

Tumblr

•Share anything•Customize everything•Creates 14 original posts

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C eates o g a postseach month, and reblogs 3



Regardless of whether you want to participate, you are beingto participate, you are being Googled…may as well be in control of what people see

Photo credit: _pixelmaniac_29

Own it! Your name is your brand

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What do people see when they Google

“Y N ”?“Your Name”?

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Strategies for owning it• Determine your keyword your name, nick name, short

name, married name, which do you need to own?y• Buy your domain and a build simple website or blog• Create social media profiles using your keyword

name• Blog positioning your credibility, personality or

expertise/thought leadershipexpertise/thought leadership• Twitter• Comments, ratings, review (using your keyword name,

no alias)32



Integrating socialto your brand

Include in your contact info:y– You.com website url– Blog url– LinkedIn url– Attach a copy LinkedIn of your recommendations

A th i l fil d f b i– Any other social profiles used for business (Twitter)

And be prepared to be Googled…33

Personal Website34



On-DemandPersonalEngaging

Networked35

CredibleWeb

Presence

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What is relevant?Resume

Contact InformationContact InformationSocial Links

Professional BioCase Studies (STAR)

Publications

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Social Media Funnel

Linked to Traditional Methods

www.johntheclubmanager.comwww.johnsmith.com

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Business Cards

• Name

• Who are you?

• Numbers

• Website

• LinkedIn

•Tag Line

• Email

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Vistaprint.caSuperherocards.com

• Social Media

Email• Get a personal email

– NOT you spouses email– (i.e. – Gmail, not hotmail)– Remember you online brand

• Develop a professional email signature• Develop a professional email signature– Use the similar content to you business card– Make it interactive

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What is your Superpower !

Step 1 STOP being Canadian &Step 1 - STOP being Canadian &TELL the world your superpower!

St 2 U d th f i lStep 2 – Used the power of social media to get you message out!

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Talent Competes on a Global Scale While Labor Competes on a Local

Scale… Think About It

1. Renew Your Passion

2. Refresh Your Skills

3. Re-Invent Your Purpose

4. Re-Imagine Your World

“If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff. U. S. Army

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Mark R. Thompsonw: www.mckinleysolutions.com

e: [email protected]: 888-769-1577 X222

li k di /i / k h

t: 888 769 1577 X222

www.linkedin.com/in/markrthompsonwww.twitter.com/markrthompson

www.delicious.com/mckinleysolutionswww.slideshare.net/mckinleysolutions

www.flickr.com/photos/mckinleysolutions 46

cfa brand mgt 2011 handouts

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