What to do when disloyalty becomes the norm

 

 

To make things clear, I'm not going to talk about marital disloyalty. The issue to deal with today, very worrying from the perspective of branding, is disloyalty towards brands.

A few days ago I read a preview of the new Nielsen’s Global Consumer Loyalty at Pressroom they Nielsen Europe. I'm translating the most significant data I've found, and I'll relate that data to those of Edelman Trust 2019. The aim is to better understand that disloyalty is a problem for many companies and an opportunity for others, and also to glimpse whether personal recommendations from employee to consumer could change this trend.

If you do not have much time, I'll explain it to you in a minute in this video:

Growing disloyalty: a 92% of consumers are disloyal to their brands

Marks Nielsen Infografia Disloyalty

Download graphics from the complete Nielsen Inc in this link

In other words, only 8% people are considered loyal to their brands favorite, according to the study referenced Nielsen. The fact is global, in Europe and America the figures are less dramatic, but…

Don't you think that's crazy? As an ex-advertiser I can't stop thinking about how badly advertisers and agencies are going to be going through right now. Achieving brand loyalty was ALL in advertising in advertising, the ultimate goal.

We like to try new things: a principle of disloyalty?

The report notes that a 42% of consumers around the world say they love trying new things and almost half (49%) of consumers - although they prefer to stick to what they know - - can be moved to experiment..

The question here is whether this is a problem of disloyalty. I rather see an oversupply. And an ease of acquiring goods and services not seen to date. Joe Ellis, Senior Vicepresidente at Nielsen Consumer Insights, calls it "the Amazon effect”. Now we can shop online and receive an order in 2 hours at home. Trying new things is easier than ever.

And perhaps the most well-founded fear: Actually indifference means that very few brands (Coca Cola, Nike, Apple) are able to keep more consumers. Keep an eye on the facts: only 28% consumers are influenced by the fact that a brand is known, recognized and trusted.

Are disloyalty and distrust related?

I wonder. Trying to relate two studies to such different bases and methodologies as Nielsen and Edelman Trust 2019 can be perverse on my part. But there's no doubt that we're more loyal to the brands we trust.

Perhaps one of the problems is that outbound advertising, that of interruption, that witch hate, us away from brands, not about us as two decades ago. Advertisers and agencies are seeking new formulas inbound, with compelling content not to interrupt but we reach virally, Recommended by our peers.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands

The study Edelman Trust 2019, I tried a few months ago with the article "Confidence slight recovery"It shows more optimism than Nielsen. being confidence in tatters in countries like Spain, for example, we see that positive technical experts and employees of companies are trusted drivers natural.

The companies find it difficult to quit repetitive advertising and put their people in charge of providing trusted brands. I tried the theme "Hello Business: Do you notice that your People are your Brand?"The article was very successful in areas RR.HH, but rather lacking in responsible marketing and communication. Damn fear…

brave professionals seeking

I understand you, marcom. You have hired a good agency. Have a reasonable budget ... Why take chances with experiments with ROI farthest, not only depend on your department? Let's face, that's getting into trouble. That's why I suggest that you take the reins of this and Plantées a pilot what can go wrong?

Precisely programs Employee Advocacy are for this, so you put your value influencers house, to bet on the quarry before hiring famosillos that any day you leave to go to a competitor brand.

If disloyalty becomes the norm, bet the only ones capable of restoring confidence to place, and they work a few meters from your table: Your co-workers.

Cover Stock Photos from TukkataMoji / Shutterstock

Personal storytelling: How far should I expose myself in social networks?

 

 

I often ask myself, how far should I expose myself on the Internet, on social networks? As the singer Alaska said in her most memorable lyrics who cares what I do? who cares what I say?

If you have just a minute, here's a video summary:

Disadvantages of exposing me, the negative side of personal storytelling

I'll be direct: exposing myself is tantamount to undressing. At least in a metaphorical sense. It means revealing moments of my life that perhaps many people do not know. It means showing vulnerabilities, fears, doubts, failures, weaknesses. Yes, exposing myself requires courage .

Perhaps for those of my generation, exposing myself is unnatural. They told us to be discreet, that information is power, and that it had to be managed well. The children of the Cold War grew up with spy movies. The spy was no more than someone who knew how to obtain information at the risk of his life for it. Well, and it still is...

Let me expose bare to troll attacks, Data hunter, advertising algorithms, the same public administration, CEO of social networking without scruple to trade with private data.

Advantages of exposing myself, a way to accelerate empathy

Yes, exposing yourself - properly -- also it has its advantages. It means transmiting personal values, communicating the personal story. Explaining a lot of why, a lot of hows, a lot of whats. Make it clear whether we will fit in with one project or another, with one team or another.

The big question that comes to mind to stage the advantage of exposing me is this: Why should you trust me if you don't know what moves me, what makes me get out of bed every day? Professional relationships no longer only revolve around a value proposition, there is a human being behind it with a purpose and values that act as pillars.

I have been a naive for a long time; and possibly that will accompany me until the end. For years, I have relied on people guided solely by their skills. And I haven't always been right. Now I'm clear. I buy your personal story, your emotional DNA, your way of seeing the world and wanting to change it. Your way of understanding others. And I hope you do the same with me..

Who cares? Maybe people like you or me

As Sting says, "sé tu mismo, no importan lo que digan” (be yourself, no matter what they say). That way you will connect, you will transmit confidence. Another question is how to expose me. I would say that dozens of selfies in the WC don't matter to anyone. Neither the chronic jinx, the pathological pessimist or the one who replicates what others say without proposing a story and a proposal of his own. Working on the personal story is a nice challenge. I invite you to share it.

Photo by Glen Carrie on Unsplash

PD: Manuel Miguel Hernandez to always Pujadas

Today I learned that he died Manuel Miguel Hernández Pujadas, Coach, consultant, University professor, mentor, adviser, change manager, communicator and strategist. I met him at 2016 as one of the speakers of TEDx Lleida. We shared stage, nerves and laughter.

I can only tell you what you said at the end of your talk, "May the Force be with you". And I can do more, leave here your legacy in the form of a talk about the secrets of good communication. Have a good trip, my friend!

Hello Business, Do you notice that your People are your Brand?

 

 

Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).

If you have just a minute, In this video I make a summary (in Spanish):

The Mad Men era is over

Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".

And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.

That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.

People trust people. If it seems logical to you, why don't you apply it?

The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .

So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?

Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.

company and brand ambassadors

Empowering your people is vital, that should be the strength of a brand, of a company

There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.

If a company asks me to share content created by someone without a name, why should I? What's in it for me?

Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.

Your people are your brand. It's your turn to move

In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.

If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

Subscriptions button blog guillem

 

Photos: Frank Mckenna & Burst in Stocksnap

Your digital identity is not created, it reflects

 

 

I try here digital identity from the point of view of our your personal brand, no techniques to verify our identity on the network. This, so, will focus not record, key, blockchain ... Va identity and the metaphysical sense with career-related.

Clarified this point, I must confess that this post is the result of fatigue in reading and rereading articles about us incessantly to "create" our digital identity.

If you do not have much time, Here's a video-summary 1 minute:

personal brand is perceived identity, for oneself and for others

Do not forget that our your personal brand It is something that we, not to believe. Creating a brand is in the field of branding, and If you create a personal brand from scratch, It will be the mark of a character.

Therefore the identity is already, it already exists, is there, It is perceived by one and others. And digital is a means, as it is the real world of atoms, meat and bone.

There are businesses like Amazon have created their identity from the digital and then are reflected in the real. But we're not business people. Our identity is, or should be, a.

Reflect the identity in the digital environment is difficult, but we did not start from a blank page

formations, Many people ask me why not just give a button to move to the digital world our identity? I also wonder I. But that's how it is, a button is not enough. Have to work.

The advantage is not to create that digital identity, must reflect it. Creating it means we would be manipulating or falsifying reality, creating an environment Matrix. Here it is what is to be as faithful and authentic as possible.

If a person projects a different image in the digital environment that projected in real life, You are misrepresenting your personal brand.

3 Key steps to reflect your real identity digital identity

  1. Show yourself as you are
  2. Show yourself as you are
  3. Show yourself as you are

What do not expect it to be so simple? Well it is. Maybe you need an expert to help you to launch digital environments: social networks, web, blog, or, Working in the cloud, productivity applications ... Outside the technical aspects, otherwise called coherence.

Some time ago I wrote a post titled Show yourself as you are, in person, paper and online. So that the paper is patient is not true. If you lie on a CV, you expose yourself to no more opportunities to deliver your CV. It's like lying in an interview. It's like lying in "digital". Remember, your digital identity is not created, it reflects.

Kitten mirror photo by Eve Studio on Shutterstock.com

Do you dare to subscribe?

I'm sure you will, as I include the exclusive gift of a free ebook on employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

Subscriptions button blog guillem

Politics, Religion, Sports, Sex: PRSS and #PersonalBrand

 

 

For some time now I have been reflecting on whether politics unites us or separates us, if religion unites us or separates us, and the same with sports and sex, the group I call PRSS.

What do you think? Do the PRSS aspects unite us or separate us? And what does that have to do with our personal brand?

If you have little time, I invite you to watch this one-minute video (in Spanish):

PRSS: Politics, religion, Sports and Sex, they all belong to beliefs, affiliations and values

Indeed, political, religion, Sports and Sex (PRSS) belong to our group of beliefs, affiliations and values, for that reason they unite us, and for that reason they separate us. The problem with this is that politics as well as religion and sports as well as the treatment around sex become polarizing (or you're with me or against me) and discrimination factors.

If we add the race SDNP, which is neither belief nor value, we would have the answer to most of the conflicts on our planet.

Throughout history, there have been many wars caused by territorial (political) and religious disputes. And many people have been killed because of sports affiliations or mistreated and killed because of sexual discrimination.

#Politics "There is only one rule: hunt or be hunted " Frank Underwood in House of Cards

In politics, the centre seems to have disappeared, and the world tends to polarise towards extreme positions. Hunting or being hunted means that there is no place to flee, hide or be a gun maker, only to be an executioner or a victim.

"Healthy" political discussion is giving way to silence or confrontation between equals. On a personal brand note, it's not forbidden to talk about politics, but to ask these questions:

  1. Am I respecting the opinions of others, even if I don't share them?
  2. Does what I'm about to say, share, or comment bring anything to anyone?

Investing those 10 seconds in the answers to these questions can be the salvation to a disciplined dismissal, to the end of a professional career or even to being expelled from a forum or social network.

#Religion Believer and non-believer are human, they deserve great respect. Dalai Lama

With the second SDNP, the problem, in my view, is that many religions are exclusionary, not inclusive. I was educated in the Catholic religion, which for centuries was exclusionary, and now has evolved and respects other beliefs. Unfortunately, there are still many exclusionary religious currents.

Of course, we can speak of religion but with the two premises of the Dalai Lama:

  1. Respect those who believe in other religions
  2. Respect those who don't believe in any

Nietzsche prejudices

#Sports In football everything is complicated by the presence of other team. Jean-Paul Sartre

The first "S" in PRSS cannot be applied to all sports. Fortunately, fairplay prevails in most sports. Golf, tennis, Athletics, motorcycling, skiing, rowing … In others, unfortunately, affiliations can be extreme, especially in Football, basket, baseball and some others.

Extremism is often due to local rivalries. The "derby" between the two major cities pits clubs, but also citizens.

On a personal brand note, it is advisable to act with a certain amount of common sense:

  1. Of course we can celebrate our team's triumphs, but without humiliating the other
  2. As a fairplay, we will break new ground if we are able to congratulate the opponent when things are going well or encourage him when things are going badly.

#Sex What a sad time! It is easier to disintegrate an atom than a prejudice . Albert Einstein

The 2nd "S" of PRSS is not a belief, nor affiliation or value. And dealing with sex issues is delicate, because it can discriminate. Social networks are in charge of censoring- sometimes exaggeratedly - the photographs they consider "unseemly".

And the networks themselves can not control certain forms of sex discrimination, referring to groups such as LGTBI (Lesbians, Gays, Bisexuals, Transgender and Intersex). And also the heterosexual collective.

Prejudice is based on issues related to sex, so the personal brand would be about:

  1. Recognising the right to honour and privacy
  2. Respect anyone regardless of their status

The Robbers' Cave experiment

A few weeks ago I addressed the subject of social influence with Solomon Asch's experiment on social conformity.

Continuing with the topic, and related to what this post about PRSS is about, I leave you this magnificent video with an experiment by one of the founders of social psychology, Muzaffer Sheriff, called "The Robbers' Cave experiment".

What do you think? Are you surprised? After watching it, don't you think that flags separate us? Don't you think that symbols, filiations, some cultural beliefs act as prejudices?

Be very careful about PRDS politics, religion, sports and sex. Especially in print media (and that includes Whatsapp, Messenger, in addition to social networks). Your personal brand is a result of what you do, but also what you say, the way you say it, who you say it to, and also what you keep quiet about.

 

Angry man photo by Alphaspirit on Shutterstock.com

Is this a good time to subscribe to this blog?

I'm sure you will, as I include the exclusive gift of a free ebook on employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

Subscriptions button blog guillem

Some advantages of changing Why? for Why not?

That's it, Why not? If you read me you know that I am not much given to motivational speeches. In my opinion, the words "quality", "Democracy" and "passion" have been used so much they mean the opposite, and they area often used in absence of the concept. Although my profile is more emotional than rational, clearly I work to live and that two plus two equals four.

For some time now I have been thinking about when we became adults. As children, we love to constantly ask Why? Curiosity is the emotional DNA of childhood, and it allows us to know more than we would know if we were silent.

We never stop asking Why? but the difference is that as adults we move from curiosity to questioning. The adult version of Why? is too often a barrier before taking a step forward: Why should I do this or that? This phrase, seemingly innocent, it's often the origin of failure.

If you have little time, I invite you to see the video summary of this article in a minute:

Why not?

I think that this Why not? it's equivalent to Why? of childhood applied in adults. It is a question that wants to overcome barriers, fears, and limiting beliefs. When someone proposes something that your rational side refuses to accept, let your other side act, the wild, creative side, and make this powerful question emerge: Why not?

Pros and cons

If you just ask Why?, you close the door on the possibilities. Instead Why not? you create a double denial, that is, you are on the positive path to seriously consider taking action and accepting challenge. Of course, you are open to considering pros and cons.

Reading biographies, I always come to the conclusion that people who have gone far have used Why not? more often than the rest of the world. If you take a look at one of the best biographical compilations of success and leadership, the duo "Aprendiendo de los Mejores" from Francisco Alcaide, you'll confirm that Why not? It is a common denominator of progress.

Tony Robbins asks why

Writer and lecturer Anthony Robbins (by the way, 2th example of "Aprendiendo de los Mejores" after Amancio Ortega) is considered the best mentor in personal development. I'm not going to reveal the reasons that led Francisco Alcaide to include it in his book, that would be spoiler.

However, there is one point in Robbins' personal story that fascinates me: He is able to explain his purpose and value proposition in just five words requiring two seconds: I’m the why guy (Soy el chico del Por qué). That's his "raison d'être"..

Have a look at the first few seconds of his TED to see how he presents himself::

And precisely the answer you get from his clients, mentees, coachees or those who listen to him is invariable: Why not?

It is an absolutely exceptional case. He wants to know your motivations so that you can ask yourself the question: Why couldn't I do this or that? Why not?

Why as a purpose

Many have referred before to the why as a purpose. From Nietzsche to Simon Sinek, to Viktor Frankl, the Why? question has helped us solve a complex puzzle: that of our reason for being.

When I wear hippie hat, I believe that few 21st century businesses and people will survive the absence of purpose. Although there are tools to find it, such as the Ikigai, we have not been educated to find an answer to such a complex question.

Why not, seen as an accelerator of purpose and action plan

A way that seems to me more opportune and simple to accelerate the answer to such an existential question is to break the negation: A simple Why? just deny, and break, while the Why not? facilitates, makes possible, makes flow.

Our purpose is also our vision, our contribution to improving the world, our dream, our legacy. So is it not true that all dreams break down barriers? Aren't dreams Why not?

Try it. Discover your purpose. And to accomplish it, repeat this same question at each stage of the journey, in your action plan.

Do you want some inspiration? Bill Gates and Paul Allen wondered in 1975 why not use their software to empower people. And not happy with it, they wondered why there couldn't be a computer in every house and on every office desk. Do you see now the power of this question? It's your turn. Have a nice week.

Why not Image by Comic Sans on Shutterstock.com

Well, so why don't you subscribe? 😉

Sorry about the pun. Last week in the post Brand ambassadors: the secret of trust, I announced a gift of a free ebook on the same topic employee advocacy programs to all subscribers. As the offer is limited, I encourage you to take action.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

Subscriptions button blog guillem

Employee advocates: the secret of trust

 

 

Guillem: Let me ask you a question, Nancy: Who you trust more, In a influencer you recommend a product or service, a convinced user, or the expert who created it thinking of you (Employee Advocate)?

Nancy: good question, Guillem. For me the ideal is the combination of "Brand lover "o"Brand advocate" with the most knowledgeable and expert of that product or service, what we know as the internal brand ambassador or "employee advocate”.

Guillem: For easier understanding about the different profiles, let's define better the motivations, behaviors and communication skills of each group of brand speakers.

If you do not have much time, We invite you to view a summary of this post on a one-minute video.

The three types of brand ambassadors

External brand ambassador 1: the influencer profile

You can represent a brand, always in exchange for financial remuneration. his communication range It is important, as they are often people with strong level of influence and with very large communities. They are attractive to brand. maybe his weakness is his lack of service or product. David Ogilvy said "the consumer is not stupid, is my wife", and consumers are increasingly better informed and to be convinced by someone solely because of their fame.

External brand ambassador 2: the brand lover or brand advocate

Unlike the previous, their motivation is the positive experience with the brand, product or service. They are convinced that is the best brand, recommend it naturally your friends, family, colleagues… They are gold for brands, sometimes they are not easy to identify because they use more word-of-mouth, and They do not always use social networks to project its recommendations. Their communities are small (compared with the influencer), but its credibility is high, and make more than influencers.

The employee advocate: In-company brand ambassador

It is the domestic brand ambassador. The internal brand ambassador is a professional profound knowledge Product or service. Is the technical expert, a profile that includes R & D, marketing, sales, production ... and who knows more than anyone the benefits of using the product or service. They are influencers qualitative and experts, their communities are small, but its ability to multiply the scope and "engagement" of corporate communication is proportionally the highest. Are nurses and hospital doctors, are the engineers and mechanics of a car model, It is the designer and the guide of a tourist route, He is the architect and real estate specialist retailer. About his technical knowledge, others for their knowledge of the motivations and needs of its customers.

Your first customers are indoors

So says Richard Branson: the first is the one who convinced tested and improved the product before releasing it to the market. Y that is the maximum transmitter public trust, above advertising, public relations, promotions. The person-to-person communication is unbeatable. And there is now the perfect ecosystem for an insider, a internal brand ambassador, contact a prospective client out, talk you, reassure, will ensure your decision.

El ebook “Employee Advocacy: The power of the brand ambassadors of the house "is here

Nancy: Guillem, What information gives us this free ebook we have worked together since Integra Personal Branding with you?

Guillem: after a Foreword and one introduction, We can get into the context which favors the implementation of programs Employee Advocacy, with clear statistics. Then they analyzed one by one advantage of these programs for professionals in the organization and the brand name of the organization. Follow the content program, in a workshop of between 12 and 16 Hours of duration. Analyzes key data on the ROI or return investment. And ends with the keys when, how, where and who you can implement programs.

Nancy: Plus is free, you need only subscribe this blog using this form. that subscription, Besides this free ebook, will provide in the coming months new content on specific cases, Training formats, Main applications monitoring and much more. If you're in America, Also you can subscribe to Blog Integra Personal Branding and you will receive the same free ebook.

ebook brand ambassadors

I subscribe to this blog and after confirming the subscription via email I will immediately receive the free download of the ebook "Employee Advocacy: The Power of in-House Brand Ambassadors" (in Spanish).”.

 

Subscriptions button blog guillem

Engage to connect: #Networking to project your personal brand

 

 

One of the greatest difficulties in the Internet age is at the same time one of the greatest opportunities: engage to connect with the right person. Right person to understand a potential customer

Engage to connect: from atoms to bits

If we practice engage to connect In the real world, the atoms, Why not transfer it to the digital environment, the bits?

If you've ever attended an event speed networking, You know what is engage to connect in record time. I recognize that the formula that minute to convince and sell me seems artificial, but it is a golden opportunity to practice our elevator speech or elevator pitch.

Define the profile person to be connected is key

Lurching go online to connect people for collecting contacts is an aberration. We know that a very large network of contacts do not have to be good. If your business model is B2B or P2B (person to business) like mine, with long boring 20 year good contacts have enough.

Define your buyer persona It is essential to hit the contact. To meet our target person need to know it thoroughly, not enough sex old data, age and geographical area.

According to the team Inbound Cycle, we must know:

Personal aspects:

Hobbies, people who influence their decisions, what makes you happy, What are your goals, What motivations have, etc.

pipe online:

What social networks used, If you buy online products and what kind, where to look for information, how often does, What are your references pages, at what times you are online, etc.

Business conduct:

responsibilities, challenges, biggest influences, etc.

Relationship with our company (or we, I add):

Knows what we, reasons why he hired us or purchased, How did you find us, what they value most about us as a company, What interaction has branded, etc.

And now, wheat: How to connect

One of my recommendations to those who do not share content on networks (and therefore do not generate interactions) is this: Discuss and share the content of others. And specifically, of those people who are your target group, that match your definition of buyer persona.

A LinkedIn, on Twitter and on all networks you can do. Engage to connect, interact to connect, formula is very powerful and effective. Forget the like or recommendation, that does not involve an element of attraction for your client; and share (with comment), by contrast, attracts.

The basic condition is that the comments you make in it to be intelligent, provocateur and to provide something interesting. A simple compliment is not enough.

Interaction formats

If you manage your interaction wake interaction your customer back, ¡bingo! and ye are presented digitally. Interaction formats are several, and remember that the questions have the power to "force" a response:

  • I agree with your content, but with an undertone do you see right?
  • I agree, and in fact, such other author expand your ideas to achieve a wider context, What do you think that additional contribution?
  • I agree on the whole idea, But how about if you also ...?
  • I agree, but there is a difficulty in bringing that idea into practice have you ever encountered this problem ever?
  • I do not agree. I know it sounds risky but how would reverse its approach? Do not you think it would make more bearable consequences?

I could go on ad infinitum. The key is that comment cause. A simple: "What a good idea" or "totally agree" not mobilize.

The land is paid, it's time to connect

The idea of engage to connect It materializes at this time. After these interactions will have been achieved (in most cases) an answer. It is time to formalize the relationship.

Now it's time to visit profile of the person to contact and press the button. Whenever possible (one LinkedIn, for example) personalizing the invitation. The message may contain a reference to the conversation. It could be something:

appreciated Mrs.. X, I loved the thread of his article on xxxxx. I would be grateful to accept your network. Maybe someday we can put time value common interests. a cordial greeting, Company.

I feel abuse of Anglicisms, but this would "inbound networking" in pure state. After contact is wise to wait a few weeks before proposing anything. When I see a text message invitation with a direct sales, I lie back. Real World label must be kept in the digital environment.

Cover vector by patiphane khoupaka on Shuttestock.com

Event of the week

#BrandingWeekRD

Branding Week RD

This coming week I'll be teaching a workshop Employee Advocacy with my colleague and partner Nancy Vazquez at the Embassy Suites by Hilton Santo Domingo, Dominican Republic.

The event will take place all day Wednesday 29 and morning 30 of May. Afternoon 30 Nancy will give a talk on social selling en Facebook and another on storytelling in the fourth revolution.

If you're in the area, you can register here > hola@madi.digital Tel. (829)-694-8080. Have a nice week!

Your business model: how to move from diagnosis to action plan

 

 

I often encounter misconceptions in the canvas business model. If you understand as a mere diagnosis of current situation, It will be unhelpful. Ideally raise it as a diagnostic + strategic model to develop a plan of action. Let's go by parts.

What is a business model? What is it for?

Expansion design thinking He has brought us many canvases to work with multiple strategic facets. The canvas business model most known and used is the Business Model Canvas, and personal application, the Business Model You.

essentially, the canvas business model It is a great tool to help you understand a business model in a simple and structured way. Using this canvas It will help you better understand the customers you serve, which offer value propositions through what channels and how to make money your company or personal business.

Utility work this canvas goes beyond understanding your business model, to analyze the models competitors.

The canvas business model It was created by Alexander Osterwalder, but Strategyzer. The Osterwalder with Yves Pigneur own published in 2010 the book Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers (Wiley). In 2011 the Spanish translation of the book was published under the title Generation business models (Deusto).

It's about a model lean or light based on a principle: imperfect better faster than paralysis by analysis the old "Business Plan" 800 pages and 12 months of work. It is designed for small businesses, departments of large companies, collaborative projects and individuals.

In the case of private individuals, on 2012 the authors of the previous alongside Tim Clark launched Your business model (Deusto), a "must" management your personal brand. This book is a great facilitator of ideas, as it includes actual cases of more than 400 professionals around the world.

The diagnostic phase of your business model

Knowing where you are today is essential to understand the changes you require to achieve your goals. So, I think also essential to define your projection lens personal brand: what area of ​​business you want to be a reference, what specialty, in what format (presential, online, mixed…) and what geographical area. Without setting a clear objective not know if your diagnosis requires an action plan to improve.

Your business model

Business Model You. Translation Samuel Villegas @ CC sam1meta

I often see that the diagnosis format developed without knowing before the goal, and therefore can be read as an exercise in self-knowledge. Big mistake. I think the original spirit of the model is strategic, not only diagnosis.

If I see a lot of notes Post-it the same color, I understand that the work done is pure diagnosis; a missed opportunity.

The strategic phase of your business model

This phase of that we have a projection defined key personal brand objective. This will allow us a very precise definition of the value proposition, our relevant difference.

To better understand the model, Ideally, work with sticky notes (or virtual) two colors: one for the place where I am today (and I want to keep) and another for where I want to be tomorrow (and what I need to activate, create…).

That enables us to create two action plans naked eye color: the maintenance plan shares and plan of new shares to create, develop and implement. We will have a strategy defending (we want to keep) and another attack (what we want to incorporate). And remember that any action plan must be measurable, for what we can work with objectives SMART that allow us to analyze the evolution of the indicators of success.

canvas example business model

Everything revolves around the value proposition

I often say that if they do not contribute, you don't matter. Work on your relevant difference it is imperative to differentiate yourself by offering value and growth potential for your customers, whether internal or external. That's the value proposition, the core of the canvas business model.

It is very important to set the work order canvas. Although some authors recommend defining the first customer segment, I think that It is more useful to start by the value proposition. Then, see what the customer profile who may be interested in the value proposition. After, what kind of relations we bring to our customers, what channels We use to move the value proposition to customers.

The second part of the canvas (the left side thereof) defines the activities which we take to realize the value proposition. Also they means necessary, and the key partners we will need to access more easily to our customers.

And the third part concerns the economic aspects. model expenses and model income. The current and future, which marks the target worked.

The business model is dynamic. From one day to another all you can change

Classical formats like business plan They offered no flexibility. Maybe it's because the markets were moving so slow today.

The canvas business model it is flexible, and considers that in 24h can produce a change radical.

Imagine your value proposition is the creation, production, sale and distribution of custom shoes. Imagine also that the 6 months starting your business you receive an offer from a major manufacturer in the industry to buy your business. This implies a major change, do you agree?

Also imagine your revenue model is based on the personal commitment of your time to your customers (limited model). Suddenly you propose an improvement through machine learning you allow a scalable online income and not dependent on your time.

In all these changes, it is easier to adapt the canvas business model a plan 800 pages. Canvases Business models with strategic format they are alive, They are dynamic, and it is good for us to review every six months or whenever a change occurs.

I hope I've helped. A good tip is to read these two books referenced, find a couple of friends or consultants who can help you and dedicate one morning to work on your own canvas business model: an essential step in managing your personal brand if you turn it into an action plan, Be, you measure and improvements.

 

Cover vector by Iscomit on Shutterstock.com

Your social networks are yours, they belong to your personal brand

 

 

Your social networks are yours. You'll think "this guy has gone crazy, whose are they going to be?”

The truth is that from time to time I observe how many people believe that their personal networks belong to the organization for which they work. And it is not like that. Not at all.

Your social networks are yours. Or rather, they are personal

Well, they are not exactly yours. They belong to Zuckerberg (Facebook, Whatsapp, Instagram is). They belong to Bill Gates / Microsoft (Linkedin). They belong to Jack Dorsey (Twitter). They belong to those guys at Google (YouTube)… So to be honest, your social networks are personal, even if they're not strictly yours.

Let's say their owners rent their space in exchange for something valuable: your data, your content and the analysis of your behavior (engagement).

If your social networks are personal, they are your treasure

To paraphrase Gollum, my personal social network "is my treasure". And that's why it is important to maintain that privacy from the moment to open your profile until you close it. To do this, think about taking the following precautions:

The contact mail for each social network should be personal

A classic mistake is to create a social network from a company email. Yes, we all have fallen into that trap sometime.

We're in business on a provisional basis. The same applies to collaborative projects. Work for life is over. Perhaps there is an exception for civil servants, little more. Now it's easy to get fired in American film format: You are fired, pack your things and go. Maybe it's you who's saying goodbye.

Since I went from branding to personal branding, a little more than 12 years ago, I have negotiated with social networks the elimination of 200 profiles. These are profiles of professionals who had only put their former company's contact email address. So you know, use your Gmail, Hotmail or the email of your personal domain.

In your profile picture you should appear, without logos

... And if you show up with a logo, just do it with yours. In your profile picture is better to show your best, your best. And if it is possible that you are the one who hires the photographer, better; this way, f you leave the company you will be able to continue using the image without problems.

Profile picture bad example social networks

Example of what is not interesting to do

Of course, if you feel the colours, you are a true employee advocate and want to show off your company, there are ways to do it. For example, use the image that many networks leave us as background (Linkedin, Facebook, Twitter, YouTube…). Here are two examples:

Good example social networking profile

Good example of how to treat profile picture and background

 

YouTube application profile

Another example, now applied to YouTube

The Linkedin title and summary are yours 100%

Another subject: Your company can train you on how to improve your personal brand and how to be the best brand ambassador. But they can not “dictate” by the professional title or the summary from your Linkedin profile. That belongs to you. You are under no obligation to include your company's name in your title; I can recommend that you do so if you think it adds value, but the decision is yours alone. The extract or summary is yours, and there you have the opportunity to show your value proposition and your core values.

On the other hand, I can agree that the company information you provide is aligned with those responsible for HR and Marketing. It is a question of giving consensual information. As a description of your job, If you do not lie, the company should not impact it too much.

The other issue: Are your contents yours??

Big question. We can already see that “your social networks are yours” is a half-truth. And the contents? In theory, the content you share on the networks are yours. The problem is that networks "require" have certain permissions on these files. Requirements means that if you don't accept them, you can't create the profile. .

These permissions enable networks to (literally) "host, use, to distribute, modify, maintain, reproduce, publicly display or communicate and translate your content". In other words, when you upload a picture or video or text to a social network, they can share it at will without asking permission. This means, in practice, to state categorically that your content on social networks is not just yours.

If you close your account, you theoretically you revoke permission. But of course, If someone has shared it, you have a problem. that a lot of your content will wander through digital space for centuries to come... until the social network closes down.

In summary

You see, your social networks are yours. They belong to your personal brand. But only from the perspective of your personal control. They don't belong to your company. They belong to each platform, who impose their rules, to the point of being able to use your content as they please.

Having control of your content can be considered a utopia. The closest thing to that control is to have your own blog, your true digital home. Are you ready?

 

Cover image by pathdoc on Shutterstock.com