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Thought leadership presentation to architectural and engineering CEOs including a blueprint for action: research, innovation, academia, advocacy, educational events and public message. The second portion of this presentation highlights the importance of social media as a platform to spread the word.
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Thought Leadership Individuals or organiza5ons who influence others by crea5ng, sharing, and advancing a dis5nc5vely original idea, a unique point of view, or an unprecedented insight into
their industry.
High Stakes Meeting Facilitation Team & Facilitator Training Conversational Keynotes, Breakouts and Panels Specializing in
Kristin J. Arnold, MBA, CMC, CPF, CSP © 2012 All Rights Reserved
Tel: 480.502.2100 or 800.589.4733
Fax: 480.502.2102 or 888.884.9132
Email: [email protected]
President, QPC Inc. – The Extraordinary Team
11890 E Juan Tabo Road, ScoSsdale, AZ 85255
www.ExtraordinaryTeam.com
• Experiences your value before buying • Engages as partners vs. “vendor” • Earns trust and credibility as a trusted advisor
• Shortens the sales cycle • Diminishes price resistance
• Eliminates price negoHaHon
COMPANY
Establish viability Generate leads Grow sales Hire talent
MarkeHng collateral
Product informaHon Technical documentaHon “News” & press releases Awards Job openings
Establish viability Generate leads Grow sales Hire talent Penetrate market
MarkeHng collateral Product informaHon Technical documentaHon “News” & press releases Awards Job openings Reports/presentaHons DisHlled content Repeats what is said in
marketplace
Establish viability Generate leads Grow sales Hire & retain talent Dominate market Shape market/industry Offer leading edge
products/services Recruit/retain best
employees
MarkeHng collateral Product informaHon
Technical documentaHon
“News” & press releases Awards
Job openings & contribu3ons
Reports/presentaHons DisHlled content
Adds to what is said in marketplace
Shapes the language Trend analysis PublicaHons/white papers
Image: dream designs / FreeDigitalPhotos.net
• Focus on earning trust & credibility – Shares ideas openly – Is truth/evidence based – Does not overtly sell
• Visionary – Takes a bold stand – Frames new debates/discussions
• Provides new insights into challenges/issues – Analyzes trends – Makes informed, reliable predicHons
Research/InnovaHon Academia
Advocacy
EducaHonal Events
Public Messaging
Thought Leader
Image: Wikipedia.org
• Follow other Thought Leaders – Yes, and…. Yes, but….
• Market/compeHHve analysis • Industry trend analysis • Client surveys & interviews • InnovaHon pilots
Understand market drivers and develop innovaHve soluHons that capture the imaginaHon of current & prospecHve customers
• Partner with University/colleges – Connected to customer base or
– Considered as Thought leader/center of excellence • Sit on affiliated boards
• ParHcipate as guest lecturers/adjunct faculty • ParHcipate in university learning opportuniHes • “Validate” student projects/findings • Create an internship program • Write textbooks
ParHcipate and frame academic research to influence and shape the industry
• Government/legislaHve
• Industry AssociaHons • Standards Boards • Other Influencing OrganizaHons
• Other thought leaders
• Join • ParHcipate • Get Involved
– PresentaHons – CommiSees – Leadership PosiHons
Influence policies, procedures and commonly accepted best pracHces
• Focus/User Groups – Develop case studies
• Training & Webinars • Symposiums
– Topical focus – Emerging trends
– Best pracHces • Online Community Groups
Convene events to further educate your customers, prospects, advocates and influenHals (your tribe)
• Ad campaigns & Press Releases
• ArHcles/NewsleSers • Speaking Events • Tradeshows/Conferences • Awards • Website • Social Media
Push out relevant messages to your “tribe”
Image: wplip.com
1. Start with what your “tribe” cares about 2. Create compelling content
3. Repurpose 4. Post where they are! 5. Be consistent
Image: www.rubiks.com
Give Me Value
Entertain Me Be Authen5c
Lists & Checklists: Easily digested content
Contests: CompeHHon creates buzz
Viral Videos: Worth watching
Infographics: Visuals of complex informaHon
Contrarian: Opinions worth discussing
How‐To Guides: Show and tell
Expert Ar5cles: Best pracHces & case studies
Online Community: Discussion & collaboraHon
Apps & Widgets: Shortcuts
• What your tribe cares about • Content PLUS ideas, point of view, insights • High Leverage Topics • Current Events – NaHonally, regionally, locally, company
• Along the value chain you operate in
• Full of keywords • One outbound link • One inbound link • Call to acHon – To converse – To check you out – NOT to buy
Blog aka “News”
• Quick posHngs (LI, FB, TwiSer)
• Books, ebooks, epubs, newsleSers, white papers, case studies, execuHve summaries, advertorials
• Podcasts, teleseminars, webinars, slideshows
hSps://commons.wikimedia.org
Inspire dialogue with your tribe & other Thought Leaders
Image: wplip.com
• B2C & the social side of your business • Page for orgs; Profile for personal • Show employee engagement – Informal social conversaHons, pictures
hSp://blog.hubspot.com/blog/tabid/6307/bid/31633/The‐Complete‐Guide‐to‐Seung‐Up‐the‐New‐Facebook‐Page‐Design.aspx
• B2B • Company profile full of keywords
• More professional in tone
• Business conversaHons only • Host (not own) a group. Be a catalyst • Use polls and answer features
• SMS communiHes, influenHals, media – Create “lists”
• Highly searchable • 140 characters – like SMS
• Shortened links (bit.ly) • Leave room for a RT
• Short How‐to’s • InteresHng factoids • Cool experiments
• Turn the boring into bravo!
• Linked to LinkedIn • Post interesHng slideshows • May (or may not be) used in a presentaHon
This presentaHon is at hSp://www.slideshare.net/krisHnarnold/
thought‐leadershipoct2012
• Visual bulleHn board • Showcase your products and services • Display other items your customers are interested in while working with you
• Archive board that gives a visual history • Behind the scenes content that shows the people behind your brand
Source: Hubspot.com
• You and your leadership team
• “A” Players • Advocates • Online ReputaHon Manager
• Update website weekly – Promote public events & webinars – Post/SEO/update blog and vlogs – Post new arHcles & ezines – Monitor Google AnalyHcs,
Hootsuite.com, Klout.com, kred.com to determine what drivers are working to increase traffic
– Increase traffic incrementally • Blog
– Coordinate blog updates – Monitor and manage blog traffic – Increase blog hits incrementally
• Social Media – Repurpose blog to TwiSer, Linked In, FB
& vlogs to YouTube – Monitor social media accounts/traffic
daily – Increase TwiSer & LinkedIn followers
• Events (Webinars/podcasts) – Build promoHons around events – Generate aSendees – live/website
• Ezine – Promote webinars/podcasts/events – Promote books & arHcles – Insert video – Coordinate guest columnist – Coordinate “Feature” – Increase sign ups, reduce unsubscribes,
increase pass alongs (viral) • Public Rela5ons
– Monitor public relaHons opportuniHes – HARO
– Get arHcles posted – Get arHcles placed – Get press releases placed – Drive people to website from PR efforts
• Google Alerts • SocialmenHon.com
• Twilert.com
When you have something to say
ScoS StraSen www.unmarkeHng.com
When you have something to
say!
• Lagging are obvious – Sales Growth etc.
• Leading not so clear – AcHviHes – Klout score
hSp://www.slideshare.net/AlHmeter/the‐rise‐of‐digital‐influence
• Your tribe calls you a thought leader! • Wikipedia
Long term strategy
Image: hSp://communiHes.ptc.com/
1. IdenHfy customer challenges/issues 2. Scan your compeHtors – find a new space 3. Frame your area of experHse 4. Set objecHves and KPIs 5. Commit to the strategy for the long term 6. IdenHfy “willing” experts/champions 7. Create a collaboraHve plan to move forward 8. Leverage and package your content 9. Infuse thought leadership into your culture
“Simple, great thought leadership means
never having to ‘pitch’ or ‘sell’ for business.”
Gautam Ghosh, Partner Accenture
