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Creating an Influential Brand
with Social Media
NEW Leadership Academy
Class 3 | May 2, 2013
Kathy Bayert
VP, Learning and Advisory Services
Network of Executive Women
Welcome new sponsors!
• Has traveled widely in Europe, North America,
Asia Pacific and the Middle East to deliver
keynotes and workshops for women’s
conferences, associations and
corporate women’s initiatives.
Jo Miller
CEO
Women’s Leadership Coaching, Inc.
NEW Leadership Academy
First Semester: Building Your Network
•Navigate Your Organization with Savvy
•Building Relationships of Trust
•Creating an Influential Brand
with Social Media
•Ask an Executive Anything
Christopher "Duffy" Fron
Program Director – Practitioner Outreach
IBM
• Leads worldwide developer marketing
across IBM.
• His mission includes educating and training
10,000 technical IBMers on social media tools,
getting them engaged in the extended customer
conversation.
• Created and is managing the Blue Galaxy, an
IBM Community to engage
practitioners through social media.
• Previously worked on Linux, Eclipse,
WebSphere, Tivoli, Lotus and even Intelligent
Vending.
• Received his Master of International
Management degree from Thunderbird and
Master of Business Administration degree from
Arizona State University.
• Enjoys mountain biking, snorkeling,
brewing and traveling.
Christopher "Duffy" Fron
Program Director – Practitioner Outreach
IBM
Holly Pavlika
SVP Strategy
Collective Bias
• Collective Bias is a social shopper media
company that weaves organic social content
into engaging, real-life stories.
• Founder of MOMentumNation, inspiring today’s
ever-evolving social media-connected mom.
• Was Executive Creative Director and Managing
Director at Big Fuel, a social
media agency.
Holly Pavlika
SVP Strategy
Collective Bias
• Combines her experience as a mother with a
wealth of business and digital expertise.
• Authored several white papers and contributes
regularly to MediaPost Engage: Moms.
• Active with Every Mother Counts and The
Global Poverty Project and as a United Nations
Foundations Shot@Life Champion
and Mentor.
#NEWacademy
Creating an Influential Brand
with Social Media
In this webinar:
I.Building an influential brand
II.Managing your online presence
III.Cultivating influential networks
through social media
I. Building an Influential Brand
Why is it important to
have a personal brand?
A personal brand matters in
business; it can be the
differentiator when
someone is looking at two
great resumes.
Your personal brand stays
with you for life and from
job to job.
Life isn’t about
finding yourself.
Life is about
creating yourself.
(unknown)
Your brand differentiates
you, and sets you apart
from others.
It is the truest reflection of
who you are – the sum of all
past and present positions,
education and life
experiences.
What is your personal
brand, and how did you
come up with it?
Duffy’s brand
“Problem solver. Turn around agent
aka ‘fixer’. Technologist. Worldly.”
Holly’s brand
“Founder of MOMentumNation, which
strives to be a change agent inspiring
and motivating today’s ever-evolving
Networked Mom.”
3 essential elements of a
great personal brand
3 stages of building an
influential brand
What are the
characteristics of an
influential personal
brand?
• Dependable, trustworthy
• Genuine, authentic
• Thought leadership, subject
matter expertise
• Humor, wit,
entertainment value
What are some steps to
build an influential
brand?
• Find your topic
• Figure out what you’re passionate
about
• People connect through emotion
• Find your brand’s pillars
• Consistency of messaging
is key
• Patience!
II. Managing Your Online
Presence
How have you used
social media and other
online channels to build
your brand?
NEW Leadership Academy May 2013 - Creating an influential brand with Social Media
IBM
business
IBM
business
Business
related
Business
related
PersonalPersonal
30%30%
30%30%
30%30%
NEW Leadership Academy May 2013 - Creating an influential brand with Social Media
about.meabout.me
Holly’s blogHolly’s blog
What strategies do you
recommend for using
each social media site
effectively?
NEW Leadership Academy May 2013 - Creating an influential brand with Social Media
NEW Leadership Academy May 2013 - Creating an influential brand with Social Media
What are the dos and
don’ts of managing
one’s online presence?
DO:
• ID your goals
• Recognize the personal and
professional value
• Be social with purpose
• Share your experience
• Build your reputation
• Enable others
• Speak for yourself
• Respect copyright, laws
and other people
• Add value
DON’T:
•Pick fights
•Feed the trolls
DON’T:
•Pick fights
•Feed the trolls
Manage your online presence
DO:
•Find your topic and be
consistent
•Be on several channels
•Include photos and video
•Have patience
•Put a Google Alert on yourself
DON’T:
•Be afraid to be
yourself
•Be afraid to ask
opinions
DON’T:
•Be afraid to be
yourself
•Be afraid to ask
opinions
Manage your online presence
III. Cultivating influential
networks through social
media
Is it possible to
leverage social media
to create an influential
real-world network?
How?
As a working mother,
when do you have a
chance to network if
you can’t go for a drink
after work?
Through social media,
Holly has:
•Spoken with congressmen and women
•Spoken to the heads of social media
with McDonalds and Toys ‘R’ Us
•Traveled to Tanzania as a UN
Shot@Life champion and mentor
•Built an influential advisory board
It is mind-boggling
what you can achieve
through the power of
social media.
I rarely give out business
cards any more.
Creating an Influential Brand
with Social Media
In this webinar:
I.Building an influential brand
II.Managing your online presence
III.Cultivating influential networks
through social media
Q&A
Recommended
Life isn’t about finding yourself.
Life is about creating yourself.
By Holly Pavlika
www.momentumnation.com/life-
isnt-about-finding-yourself-life-is-
about-creating-yourself/
The Brand Called You
By Tom Peters
www.fastcompany.com/28905/bran
d-called-you
Closing thought
•Duffy Fron
•Holly Pavlika
Facebook
facebook.com/newnational
LinkedIn
newonline.org/linkedin
Twitter
twitter.com/newnational
YouTube
newonline.org/youtube
Regional networks
newonline.org/connect
Let’s stay connected
Ask an Executive Anything
NEW Leadership Academy
Class 4 | June 6, 2013
Submit your questions to
jo@womensleadershipcoaching.com
Share
Recording and handouts at
newonline.org/studyhall
Contact
Kathy Bayert
kbayert@newonline.org
Jo Miller
info@womensleadershipcoaching.com
Discussion questions
•What is your personal brand?
•Which social media sites do you use?
How?
•How are you managing your online
presence?
•How will you use social media to build an
influential network?
Handouts and recordings at
newonline.org/studyhall

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NEW Leadership Academy May 2013 - Creating an influential brand with Social Media

  • 1. Creating an Influential Brand with Social Media NEW Leadership Academy Class 3 | May 2, 2013
  • 2. Kathy Bayert VP, Learning and Advisory Services Network of Executive Women
  • 4. • Has traveled widely in Europe, North America, Asia Pacific and the Middle East to deliver keynotes and workshops for women’s conferences, associations and corporate women’s initiatives. Jo Miller CEO Women’s Leadership Coaching, Inc.
  • 5. NEW Leadership Academy First Semester: Building Your Network •Navigate Your Organization with Savvy •Building Relationships of Trust •Creating an Influential Brand with Social Media •Ask an Executive Anything
  • 6. Christopher "Duffy" Fron Program Director – Practitioner Outreach IBM • Leads worldwide developer marketing across IBM. • His mission includes educating and training 10,000 technical IBMers on social media tools, getting them engaged in the extended customer conversation. • Created and is managing the Blue Galaxy, an IBM Community to engage practitioners through social media.
  • 7. • Previously worked on Linux, Eclipse, WebSphere, Tivoli, Lotus and even Intelligent Vending. • Received his Master of International Management degree from Thunderbird and Master of Business Administration degree from Arizona State University. • Enjoys mountain biking, snorkeling, brewing and traveling. Christopher "Duffy" Fron Program Director – Practitioner Outreach IBM
  • 8. Holly Pavlika SVP Strategy Collective Bias • Collective Bias is a social shopper media company that weaves organic social content into engaging, real-life stories. • Founder of MOMentumNation, inspiring today’s ever-evolving social media-connected mom. • Was Executive Creative Director and Managing Director at Big Fuel, a social media agency.
  • 9. Holly Pavlika SVP Strategy Collective Bias • Combines her experience as a mother with a wealth of business and digital expertise. • Authored several white papers and contributes regularly to MediaPost Engage: Moms. • Active with Every Mother Counts and The Global Poverty Project and as a United Nations Foundations Shot@Life Champion and Mentor.
  • 11. Creating an Influential Brand with Social Media In this webinar: I.Building an influential brand II.Managing your online presence III.Cultivating influential networks through social media
  • 12. I. Building an Influential Brand
  • 13. Why is it important to have a personal brand?
  • 14. A personal brand matters in business; it can be the differentiator when someone is looking at two great resumes. Your personal brand stays with you for life and from job to job.
  • 15. Life isn’t about finding yourself. Life is about creating yourself. (unknown)
  • 16. Your brand differentiates you, and sets you apart from others. It is the truest reflection of who you are – the sum of all past and present positions, education and life experiences.
  • 17. What is your personal brand, and how did you come up with it?
  • 18. Duffy’s brand “Problem solver. Turn around agent aka ‘fixer’. Technologist. Worldly.”
  • 19. Holly’s brand “Founder of MOMentumNation, which strives to be a change agent inspiring and motivating today’s ever-evolving Networked Mom.”
  • 20. 3 essential elements of a great personal brand
  • 21. 3 stages of building an influential brand
  • 22. What are the characteristics of an influential personal brand? • Dependable, trustworthy • Genuine, authentic • Thought leadership, subject matter expertise • Humor, wit, entertainment value
  • 23. What are some steps to build an influential brand? • Find your topic • Figure out what you’re passionate about • People connect through emotion • Find your brand’s pillars • Consistency of messaging is key • Patience!
  • 24. II. Managing Your Online Presence
  • 25. How have you used social media and other online channels to build your brand?
  • 31. What strategies do you recommend for using each social media site effectively?
  • 34. What are the dos and don’ts of managing one’s online presence?
  • 35. DO: • ID your goals • Recognize the personal and professional value • Be social with purpose • Share your experience • Build your reputation • Enable others • Speak for yourself • Respect copyright, laws and other people • Add value DON’T: •Pick fights •Feed the trolls DON’T: •Pick fights •Feed the trolls Manage your online presence
  • 36. DO: •Find your topic and be consistent •Be on several channels •Include photos and video •Have patience •Put a Google Alert on yourself DON’T: •Be afraid to be yourself •Be afraid to ask opinions DON’T: •Be afraid to be yourself •Be afraid to ask opinions Manage your online presence
  • 38. Is it possible to leverage social media to create an influential real-world network? How?
  • 39. As a working mother, when do you have a chance to network if you can’t go for a drink after work?
  • 40. Through social media, Holly has: •Spoken with congressmen and women •Spoken to the heads of social media with McDonalds and Toys ‘R’ Us •Traveled to Tanzania as a UN Shot@Life champion and mentor •Built an influential advisory board
  • 41. It is mind-boggling what you can achieve through the power of social media.
  • 42. I rarely give out business cards any more.
  • 43. Creating an Influential Brand with Social Media In this webinar: I.Building an influential brand II.Managing your online presence III.Cultivating influential networks through social media
  • 44. Q&A
  • 45. Recommended Life isn’t about finding yourself. Life is about creating yourself. By Holly Pavlika www.momentumnation.com/life- isnt-about-finding-yourself-life-is- about-creating-yourself/ The Brand Called You By Tom Peters www.fastcompany.com/28905/bran d-called-you
  • 48. Ask an Executive Anything NEW Leadership Academy Class 4 | June 6, 2013 Submit your questions to jo@womensleadershipcoaching.com
  • 49. Share Recording and handouts at newonline.org/studyhall Contact Kathy Bayert kbayert@newonline.org Jo Miller info@womensleadershipcoaching.com
  • 50. Discussion questions •What is your personal brand? •Which social media sites do you use? How? •How are you managing your online presence? •How will you use social media to build an influential network?
  • 51. Handouts and recordings at newonline.org/studyhall