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COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Mike Agron
CEO
Executive Webinar Producer
WebAttract, LLC
mike@webattract.com
@WebinarReady
Mitchell Levy
CEO
Thought Leadership Architect
THiNKaha®
Mitchell.levy@thinkaha.com
@HappyAbout
Turn Your Employees’ Expertise Into Thought Leadership How to nurture thought leaders inside your company to attract prospects
Tuesday , December 17, 2013
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Who’s In the Audience?
68% B2B
13% B2C
19% Other
A diverse audience of over 300 professionals representing the following Industry distribution:
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Mitchell Levy
CEO
Thought Leadership Architect
THiNKaha®
Mitchell.Levy@thinkaha.com
@HappyAbout
Mitchell Levy
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Corporate Ran Sun’s Supply Chain e-Commerce ($3.5B)
E-Commerce Guru Consulted 100’s of corporations, touched tens of thousands of people
Publisher / Coach / Mentor Published over 225 books under multiple brands Helped create numerous experts
Thought Leader Architect Turning employee experts into recognized thought leaders
Mitchell Levy’s Background
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
What is thought leadership and why is it vital to your survival?
The four core components of employee thought leadership
How to capitalize on the thought leadership funnel
Topics
Jump starting and activating your employees’ influence today
Lessons learned and your turn – Ask the Experts Panel
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
What Percent of Your Employees are Thought Leaders Today?
• 0%
• 1%
• 2-5%
• 6-25%
• 26% +
Poll #1
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
What is thought leadership and why is it vital to your survival?
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Who Is A Thought Leader? (Mitchell Levy’s Definition)
Others RECOGNIZE you as an EXPERT in your space and seek out your help
You are a KEY “GO-TO” person
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Who Is A Thought Leader? (Mitchell Levy’s Definition)
How MANY employees are thought leaders?
At Least 60%
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
What Makes a Thought Leader?
Unknown
Evangelist “Waiting for great content”
Au
die
nc
e
Content
Thought Leader
Expert “Waiting to be discovered”
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Why are Thought Leaders Vital to Your Survival?
75% of B2B do online research first
In residential real estate, it’s 90%!
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Four Legged Stool of Thought Leadership
Books, Webinars, Seminars, White Papers
Employee Engagement
& Activism
Educational & Fun Social Media -Traditional -Experimental
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
The four core components of employee thought leadership
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
is for Healthy Following
is for Exceptional Execution
is for Leadership
is for Proven Platform
To Transform from Employee Expert to Thought Leader You Need HELP
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
= Healthy Following
Sought out experts with a following
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
= Exceptional Execution
Execute Well when Speaking and Writing
Deliver on your promises to show benefits of your brand
Marcus Sheridan, Owner of River Pools
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
= Leadership
Grow your Brand then Share the Wisdom with Others
Author books, blogs, webinars, social media, TV, radio
Jill Rowley, Social Selling Evangelist at Oracle
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
= Proven Platform
Use a Robust Platform to Share your Thought Leadership
Stoke the fire to grow your network of followers
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
How to capitalize on the thought leadership funnel
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Aware
Engaged
Future Advocate
Thought Leader Funnel
Advocate
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Aware
Engaged
Future Advocate
Advocate
Thought Leader Funnel
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Thought Leader Funnel
Aware (Curious: Social Media, Blogs, TV, Print, etc.)
Engaged (Attends Webinars, Talks, Reads Content, etc.)
Future Advocate (Seeks out Your Content)
Advocate (May Have Purchased, Positive Reviews, Endorsements, Referrals)
1 to Many
1 to Many
1 to 1
Many to Many
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Jump starting and activating your employees’ influence today
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Define Your Target Market Who is in your market?
What services can you deliver?
Three Things to Start Your Journey Today
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Befriend Other Thought Leaders
Share their thought leadership
Comment on their blogs
Re-tweet their tweets
Build your Klout Score
Three Things to Start Your Journey Today
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Execute Your Thought Leadership Plan
Set up Media Engagements
Write / Crowdsource books
Allocate time each day for key folks
Three Things to Start Your Journey Today
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
Turn Your Employees’ Expertise Into Thought Leadership to Attract More
Prospects (aka Future Advocates)
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
1. Sales process invisible to sales and organization
2. Social selling is the new norm
3. Help employees become thought leaders to win
4. Define the narrow "space" of the thought leader
5. Every employee needs to be an evangelist
6. Be nice to everyone - perhaps your next advocate
6 Lessons Learned
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
What Percent of Your Employees Will Be Thought Leaders Tomorrow?
• 0%
• 1%
• 2-5%
• 6-25%
• 26% +
Poll #2
COPYRIGHT 2013 WEBATTRACT Copyright© 2013 Mitchell Levy , All Rights Reserved.
To Continue the Conversation
Mitchell Levy
CEO
Thought Leadership Architect
THiNKaha®
Mitchell.Levy@thinkaha.com
@HappyAbout
THiNKaha App
http://bit.ly/t-l-b-p
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