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The worst thing about 2019 Personal Branding

I welcome you to this blog in this first post 2020. If last week I tried an extensive post about The best of 2019 Personal Branding, today it's your turn to the worst of 2019 Personal Branding. As you will see in the same post last year, some of the problems affecting personal brand management remain: superficiality, opportunism, intrusiveness, termism, envy, plagiarism, Privacy violation…

Well, the problems detected a year ago, this year I add some new. If you have little time I invite you to watch this one-minute video summary:

Digital bad practices

This part would give for an entire book. The lack of digital label, what the Dr. Mar Castro llama netiquette, it's due to two factors:

  1. Many believe that we should behave differently in the online world. Common sense says no.
  2. Many recreate their frustrations under anonymity, and that generates violent language that installs as usual

There are hundreds of problems related to digital bad practices. For not extending, I highlight the three I've seen most often this year:

IDiots grow

IDiots grow, digital cretins. Your strategy is to massively follow hundreds (Thousands) of people on Twitter and Instagram. And everyone who returns the follow-up is no longer followed so they have many followers and few in a row.

Since I was in the business of identifying these beings, November 2018, following a post titled Identifying a profile that invades network, the IDIOT the app that warns me about this has identified only on Instagram no less than: 864 people, if rest to those who have been blocked by the network itself, would result in 750 people iDiot, an average of two a day.

The most serious thing is that some have repeated after a while, and i haven't just stopped following them, I've blocked them. If you are interested in knowing which application it is and in the way to have a list of iDiots identified, write me via contact section and I'll send them to you.

Digital bad practices

Digital labelers continue to rise

They've become a plague. Its modus operandi is to create a content (often mediocre) and tag you when they share content on networks. That would make sense if we were there by allusion, But if you don't, it's simple spam.

What they want is for you to spread the content without more. At first you fall into the trap and read, until you find out that you're not invited to the party, but they want you to report it on your networks. Then you end up identifying the individual and either removing your tagging (some networks allow it) or you either ignore. If the individual insists on new publications, you can consider letting me know that I don't do it anymore, and if you don't listen, blocking the song.

Linkedin and spam on contact request

Some time ago, the custom was for someone to invite you to be part of their network, and soon or a few days you received a laaar message full of links and with an unsolicited and unpersonalized offer. The usual thing was to ignore.

Now the thing has been sophisticated, and what I call "connection spam" occurs: a contact request message that already incorporates offer, links… we go, pure spam. In this case it's all easier, it's about not accepting contact (Ignore) and problem solved. If on the first day an individual prunes spam, imagine what awaits you if you don't stop it.

To top it off with this part of digital bad practices, nothing better than visualizing the TEDx of Eva Collado in Vitoria “How to spot toxic profiles on social media”.

The rise of the "offended"

Increase those offended by anything that doesn't fit into your creed. Streets and networks are increasingly filled with "offended" who admit no other argument than yours.

This year I lost two people I thought were friends because they were constantly looking for confrontation, whether for political or religious reasons. And they usually do so from closed positions: either you're with me or you're against me. I consider myself lucky to have friends of all faiths, with an open mind, who may not share but respect. That's friendship, the one that breaks ideological walls.

Know, then ruthlessly criticized

It's known as a negative critique for ignorance. It's another of the bad practices that abounds in real life and multiplies on social media. Since I don't know about a subject, I criticize it before I know how it works. In this, this year we've had quite a few attacks on the personal brand.

Almost all of them came from people who don't understand the staff branding (personal brand management) as a strategic process but as a trendy and ephemeral self-promotion tactic.

I don't blame them either.; networks have been filled with fake experts, fake gurus and fake millionaires who promise you the first million if you buy their course online, which in the end only explains how to campaign on Facebook.

I applaud the compendium of articles in defence of the personal brand developed by The Professor Vladimir Estrada in Soymimarca. You can download the ebook that collects them You are right, we are brands.

"Finfluencers" or fake influencers and the dictatorship of like

False influencers

Those people who have achieved large communities in a short time often cause irreparable harm with his message "you too can be someone famous without investing money or time".

First, because not always getting those communities has been ethical. Many times iDiot strategies have been used, others have been built by buying followers massively. I know, there's no illegality in it, but it's a lack of ethical sense by then saying "you can too".

A few weeks ago I covered the subject in From influencers to influentials (a substantial change). Only those who know how to take the step of influencers influencers will show a strong personal brand in this liquid world.

With product we compete, branded not (or not so much)

We insist on selling product. Erre who erre. "buy my course, my lecture, my colony, my ...". We must focus on branding, And I'll explain why.

The brand includes a very rich field of meanings, Complex, abstract and evocative. Make them fall in love with the brand (purpose, mission, Territory, values) and they'll be interested in your product. People don't buy Apple products because they're rationally better than the competition, we buy them because we like what Apple means, that archetype of The Createdr that seduces us so much. As Friedrich Nietzsche said, “if we have a why we'll find out how”. Have a nice week!

An irreparable loss: Arturo González

He could not finish this post without deeply regretting that this 2019 past we lost our colleague and friend Arturo González, PhD in Communication and Personal Branding. One of the greats of the personal brand, professor at The Monterrey Technological University Center, northern Mexico.

I met him because my friend and colleague Pablo Adán says convinced him to attend the first congress Personal Branding Lab Day. And there it was, in Barcelona, that summer of 2015. In November 2018 I had the pleasure of re-matching him, this time in Puebla (Mexico), at Personal Branding Experience PBEX organized by my friends Daniela Viek, Nancy Vazquez and Alan Urbina (Integra Personal Branding).

PBEX18 Mexico

From left to right: dew Ames, Johnny Durán, Nancy Vazquez, Alan Urbina, Guillem Recolons, Arturo González, Daniela Viek, Henry Alexandre, Silvana Oliveira, Raquel Gomez and Deize Andrade.

We took this picture, with Arthur in the middle. One of the people with the greatest sense of humor I've ever met, and a great communicator and communication expert. He left too soon., But your mark remains.

To get to know him more deeply, I recommend reading Vladimir Estrada; Latin American personal brand: after planting and harvesting a large (A collective tribute In Memoriam to Dr. Arturo González, a great human being and excellent Mexican colleague, gone to a stalk).

 

Stock Photos from Shutterstock

Don't let technology step on you, use it to your advantage

Technology. This is the fifth of the trends I pointed out a few days ago in the post Trends: 2020 Personal Branding.

If you have little time, I invite you to watch this video-summary:

What if human-machine fighting becomes alliance?

Trends 2020 couldn't miss the technology. If you know me, you know I'm a great advocate of the "Human Branding" philosophy, to take advantage of human traits such as empathy, the creativity, imperfection, improvisation, intuition... It's something innate in human nature.

Is it possible for us to move from enemies to allies in the human-machine binomial?

We look at technology as a threat, and that's a partial look

When I teach training in personal branding, many of the attendees see the technology within the "A" of the SWOT; that is, as a threat. Especially when it comes to the automation of processes and jobs.

Let me give you an example of threat turned into opportunity:

The estate agent's case

A real estate agent is someone who rents, buying or selling property to customers. Also to carry out tasks such as studying property listings, interview potential customers, accompany customers to the property site, discuss the terms of sale and draft real estate contracts.

Well, according to one Oxford University study on the future of work (2013), the percentage of robotization envisaged in 2024 for that position is of the 58% (readers www.willrobotstakemyjob.com, based on that same study, they place it in a 86%).

It is very likely that this profession, as defined, Be replaced by robots/AI in a few decades. My question N1 is what is the part of a real estate agent's job that can be automated? And the question N2 is Why couldn't the same real estate agent take the initiative to automate that part and devote himself to what really has value, for sale?

The sale, if it's not from a product commodity, requires empathy, intuition, Advance, creativity, respect, flexibility... aren't they traits 100% humans?

Technology makes us better

I think technology, well applied, makes us better, faster, Accurate. In the case of technology applied to digital communication, helps us eliminate the idea of time (on the Internet our brand is awake 24 hours a day) and space (our online messages go beyond the local level).

We must act as digital humanists, taking advantage of the best of the human condition and the best of technology.

Boost your brand so robots don't dominate you

This was the title of the round table in which I had the honor of intervening alongside Joan Clotet, Eva Collado, Elena Arnaiz and Celia Hil over the past Personal Branding Lab Day. The focus was on the world of work, and we all agreed with Joan: If you work like a robot, you'll be replaced by a robot.

The way to avoid it is to, precisely, value our human traits: Improvise, Guess, change plans, empathy, critical thinking, Unlearn, to learn, and also get it wrong.

Here's the round table, lasting almost 30 minutes.

Make robots work for you

Alexa, Siri, Romba. Virtual assistants, presence sensors, vision systems, connected appliances, smart vehicles… Today we have technology that makes our lives easier. That's true, but let's remember to read the instruction manuals, Latinos are not conducive to doing so.

My friend and colleague Arancha Ruiz has included a chatbot on her website to better target her potential customers. Her name is Maria José, and the important thing is not whether it exists or not. The important thing is if it solves our problem. Technology at the service of the person, and not vice versa.

Multiple applications, but one sticks out #lifelonglearning

If I had to highlight a field where technology is put at our service to make us better, it's the one applied to learning.

Today there are few excuses for not learning a competition thoroughly: MOOCS (free online college courses), virtual academies, online courses, great initiatives like Linkedin Learning, as Infojobs Academy. What until recently was reserved for a few, now has universal reach.

And it's not just about scope, but of diversity. There are courses for everything, 100% online, Asynchronous (we can connect at the time we do well), Universal, in any language and all the subjects of knowledge.

You see: don't let technology step on you, use it to your advantage. By the way, Merry Christmas!

Congratulations Christmas Guillem Recolons

Stock Photos from VectorMine / Shutterstock

Save the date: TEDxEixample 2020

We already have a date for the 2nd edition of the TEDxEixample: yes, 22 May 2020 of 15:30 22h at the Antiga Damm factory in Barcelona.

TEDxEixample 2020

Shape Your World” will be the common thread of 2020. And for the moment, we already have some speakers Confirmed. At the moment we unveiled three speakers:

Álex López: Top 10 World Influencers Social Selling and First in Spanish. One of the largest and most reputable professional network experts like LinkedIn. Author of the book "Digital Customer Digital Seller". Social Media Trainer at Universities and Business Schools like IESE, ESADE, IE, ISDI , University of A Coruña and University of Deusto.

Joan Clotet: Digital Humanist. Committed to people to help them get to know each other better and grow individually and collectively in this era #digital. Talent Innovation Manager one Ferrovial. Explorer and spreader. Executive coach (Icf) and mentor. Univ Consultant/Speaker/Facilitator. Ferrovial, Join, Eada, ESADE, Upc, Icemd, Convention

Javier Peña: CEO and scientist of Elisava is a dreamer passionate about the world of materials and matter. She studied chemical sciences in Barcelona and gets her PhD working with smart materials. He teaches materials in Elisava under the umbrella of Design and Engineering and integrates the language of matter at the same level as that of numbers, lyrics and musical notes.

If you don't want to run out of tickets, I wouldn't wait long. Here's the link Enterticket TEDxEixample 2020.

“9: Let your talent flow”, Soymimarca's new ebook9, the soymimarca ebook 2019

For the ninth year in a row, Soymimarca will give us a gift from its website on Christmas day, yes, 25 from December. It is a compilation of the best articles published on the blog, proloafiated by Elena Arnaiz.

With articles from Fran Segarra, Vladimir Estrada, Nancy Vazquez, Pablo Adán says, Paula Fernández-Ochoa, Eva Collado Durán, Maria Sanchez and writer.

Do not miss it, is free. Connect the 25 December with www.soymimarca.com.

The best of 2019 Personal Branding

Next Saturday 28 from December, last post of the year on this blog, brings the best of the year. As has been customary, I'll present a selection of the best personal branding articles from all the authors.

Also the best books, and the best events.

When facts are imposed on such (good personal brand)

Let's be clear, do you think, day by day, the facts are imposed on the said? Me neither. This is the second of the trends I pointed out a few days ago in the post Trends: 2020 Personal Branding. The first, already developed, is The impulse of social conscience and personal brand.

If you have little time, I invite you to watch this one-minute video summary:

The key is how we develop each experience

Don't say it., Do it. This is the new mantra. This is a change of order. First it's done, then it communicates. Just the opposite of politics, where it's said and not always done.

The good thing about reversing the order is that the action part, from experience, it's already done. First, the facts.

Inspired by real events

Cases with the "real facts- inspired" stamp generate more interest than theoretical exposures. It's good to show your customers' experience once you've helped them solve their problem.

There's a way to explain it classic but masterful, the before and after. And if you can visualize it, Much better.

From the data to the story

Statistics are mere soups of figures if we are not able to turn them into stories.

A couple of years ago I gave a talk at the IE on this topic. We get drunk on data without being able to get us excited and take us into action.

I remember a campaign at the end of the 80 by British Airways. In an investigation they found that it was the airline with the most tickets sold in the world. That data was re-conducted by Saatchi & Saatchi in a direct claim: “The World's favorite airline”. Here's the spot of the campaign awarded in 1989:

When it's the others who sell your services (Testimonies)

Testimony has been used since ancient times. And of course, doesn't just apply to experience with corporate brands, also with people.

Linkedin competency validations, recommendations in this same professional network... If marketing is to expose yourself, branding is getting others to give you recognition, prescribe you, recommend you. That's priceless.. And remember: you never recommend someone who doesn't deserve it: your reputation is at stake.

The Magic of Feedback

The feedback it's opinion on action, And that's why I like. It is not positive to live only guided by the feedback of others, in the end you have to be yourself. But sincere feedback puts us in our place, in the good and the bad.

Positive feedback represents our strengths. And sometimes we're surprised by our own lack of self-esteem. The negative, very interesting, raises our points of improvement and our limitations. I think it's good to meet them..

Indicators of success

Achievements represent our greatest indicators of success. Achieving a goal is an achievement, overcoming it is a chimera. It happens little, But when it happens, let's not be afraid to put it into value.

Infographic formats explain achievements very well, are excellent digital narratives. Follow Alfredo Sailing on Pinterest (9 millions of monthly visits) and you'll see what gives the format.

Live broadcasts

Do you like challenges? This is one of the good. Today there are multiple offline and online platforms for live broadcasting.

Online, there is no longer a self-respecting network that does not contemplate this format. He started Twitter with Periscope, but today major networks like Facebook, Instagram is, Linkedin, Tik Tok... they've already integrated it.

The direct is like the moment of truth, there's no chance of correcting, it's the lity test. If you want a good example of live on Linkedin, I advise you to follow the doctor Natalia Wiechowski, that airs every week about Personal Branding.

 

Facts are imposed on the said. I'll wait for you next week analyzing the 3rd trend in Personal Branding for 2020: From being an influencer to being influential.

Cover photo: Pepj from Shutterstock.com. Montseny Natural Park

30 years of #AQAwards, AdQualis Human Results Talent Awards

Last 26 November evening took place the 30th instalment of the AQ Awards at the National Teatre of Catalonia. An event already indispensable in the RR field. Hh. I loved listening to Consuelo Castilla, President of AdQualis, the organizing company, refer to the reason they wear 30 awarding the best talent: gratitude. The awards were presented in six categories:

  • General Manager
  • HR Director
  • Talent Management.
  • HR Specialist
  • Direction focused on People Development.
  • Best practices in RSC

As a publicist, I was very grateful that Estrella Damm was awarded for best practices RSC to the campaign of social conscience “Mediterranean: Another way to live”, a little gem with a great soundtrack. Here you have it:

As an external AdQualis consultant for Executive Branding and Employee Advocacy programs, I liked that Anabel Obeso, responsible for HR Consultants, we will meet all the external consultants in this photograph:

AQAwards 2020 AdQualis HR Consultants group

Starting from the top and from left to right: Jaume Zardoya, Diana Garcia, Ana Puig, Sergi Nicolás, Anna Castellvi, Susana Gallen, Anabel Obeso, Eva Marco, Oriol Jimenez, Hind Bonua, Marti Felix, Pepa Belles, Guillem Recolons and Eduard Marti-Poch

#EquipsSusumen, Creu Roja Catalunya's big initiative

Lara Vidal / Red Cross

Lara Vidal

And the 27 November's team Red Cross labour counselors in Catalonia organized a great event for which I had the honor of collaborating with an intervention entitled: “From employees to involved” about the strength of the union of the corporate brand with the personal brand. The best of the morning: re-watch Lara Vidal live, the head of guidance for the Spanish Red Cross, providing content and tools for us to lose the fear of being ambassadors for the brands that move us.

Creu red Equips that suit Nov 2019

What would happen if companies were like human beings and human beings were like companies?? The World Upside Down

Today I woke up provocative and seeing the World upside down. It sounds crazy, but it makes more sense than it looks.

If you have little time, I invite you to watch a one-minute video summary.

Personal branding is understanding the world upside down

This statement "personal branding is understanding the world upside down" is based on a simple observation. On one side, Businesses need to humanize in order to connect better. And on the other side, it would be good for us people to manage ourselves as companies. The latter was anticipated by Tom Peters drawing an imaginary Me Inc. (translatable in spanish as Yo, S.L.) in his article "The Brand Called You" from 1997.

Businesses lack humanization

Some companies would do well to humanize themselves. In the post Goodbye Customers, Hello People: Branding to People (B2P), Ivan Diaz (Branzai) clearly says:

From birth we are able to recognize other humans. We are programmed to interact with people

Many companies insist on calling us customers. From sociology they call us individuals. Many brands insist on calling us users, consumers, patients... They also call us citizens, pedestrians, drivers, sportspeople, participants…

The truth is our main singularity happens to be people, human beings, and not the role we play for a particular brand or product. I usually say that branding, if it's not human, is not branding. And Businesses (not all) have a pending issue that we can help solve from the corporate applications of personal branding:

The fact that a brand is humanized makes it a connector. And this requires the sender of the message and the receiver to be people. It requires the message to add value. And it requires that there be a story. That's it, traditional advertising based on mass ad bombardment no longer succeeds.

It would be good for us people to manage ourselves as companies

You see, the world upside down. If it would be good for the company and its brands to be humanized, it would be good for us to learn how to manage ourselves in a more organised and effective way.

Let me try to break some limiting beliefs:

  • If you analyze the competition of corporate brands, why not do it from people who may be occupying your branded territory?
  • If a company has a purpose, mission and values (something profoundly human) doesn't it make sense that a person has it as well?
  • Organizations work on the basis of Business models for each of your brands do you know that there are business model canvases for people?
  • Every mark moves around a value proposition can people survive (professionally) without a unique value proposition?
  • Brands often have a "claim", a Slogan And why couldn't a person have it?
  • Brands and their products are made known through communication plans have you heard of the communication plan personal?

I welcome you to the exciting world of Personal Branding (or if you prefer, Discovery, development and projection of the personal brand). It's not exclusive to celebrities, nor super-executives, nor gurus. It's for you, whoever you are, wherever you are, whatever you think, whatever you do. If you still have doubts, I invite you to read the answers to 20 recurring questions that I have received over the last 10 years old . If you look at the world upside down, you're on the right track.

Stock Photos from Nikolas_jkd / Shutterstock

 

podcast: We'd be better off if people thought like businesses and companies were like people (Interview by Julio Muñiz)

If you want to delve into what's covered in this post, click on the image to listen to the podcast of an interview that was done to me a few days ago the expert in digital marketing and entrepreneurship based in Florida Julio Muñiz unmistakably in your program.

podcast guillem recolons

 

Our way of writing reinforces (or destroys) our personal brand

I read a while back on the blog Dan Schawbel that all our emails, messages and other writings become key elements to strengthen our Personal Branding. I would add that these elements can also damage our personal brand. We never know who will end up reading it, so you better make sure that we are on the right track.

Writing strengthens our brand. Keys:

The shorter, is better…

The more simple and brief, better. More than once, after writing a phrase we say "What I'm meaning is…”. We must avoid complexity, try to be as clear as possible. The use of assertive language It is essential to our way of communicating. In a world where attention economy sets the tone, best to avoid circumlocutions.

Lets anticipate questions and make answers easy

People are busy. It's not so difficult to add document links, refer to specific dates, provide data. Attach documents in universal formats (Maybe a .PDF a .docx). That will save a lot of time to others.

I am very grateful that when I call for a meeting, or videoconference call me several well explain the objectives of the meeting and would provide the necessary background information.

Let's aboid mistaqes taht make us seem dumbs

It hurts, doesn't it? It's not that hard to review a text, use a concealer (They are free). It takes a few seconds to check a text that has passed through a corrector.

To e-mail includes free correctors (like GMail). Make some mistakes is human in a long text, but wrong in a headline, a brief bio on Twitter or Instagram, It implies sloppiness, you have not even read what you've written.

Count up to 100

Reflect before answering a complex email. One of the virtues of a professional is the ability to remain calm. If we receive an email unpleasant, you have to think a bit. First of all, sports.

You have to let tempers cool and not create negative labels. In addition, emotions can be misinterpreted. In these cases, written appeal should be the 2nd option. It is always better face to face or, if there is no choice, a phone call.

Communicate frequently

It is very interesting to send messages thanking just after meeting new people. Ask questions to our colleagues, bosses…. Provide useful items to our colleagues, customers, contributors…

Finally, you see that it is common sense, absolute sense. I recently found a restaurant slate in text 15 words containing 8 misspellings. That tells us a lot and bad personal brand owner of this restaurant. In addition to misspellings, the text does not make sense, not know where the starter, the second or dessert. You may eat well, but surely we avoid an intellectual discussion with the author of the copy. Write reinforces our personal brand… or destroys it.

Girl photo by The Everett Collection on Shutterstock.com

Few days left for TEDxEixample 2019 Do you have your ticket?

The next 22 March will take place in Barcelona the first edition of TEDxEixample 2019. More information on the webpage www.tedxeixample.com. If you do not have clear why go here I give you nine compelling reasons:

speakers TEDxEixample 2019

Por qué la combinación de Employee Advocacy y Social Selling es imbatible para la empresa

In this blog I have writen often about employee advocacy programs, the momentum of internal brand ambassadors. A few days ago I came across a great article on Scribble, a software platform, fusing two disciplines as Employee Advocacy and Social Selling, and, more than just reference it, I decided to translate it to keep nuances. The original title is Why Using Employee Advocacy & Social Selling Will Help You Attract Buyers. I hope you find it useful.

Employee Advocacy and Social Selling to attract customers

Existing customers have higher expectations than ever. Gone are the days when buyers responded to calls to cold calls and emails mass. Gone are the days when it was easy to click the banners advertising. Gone are the days when just having a presence on social networks it was was enough. Only the most intelligent and personalized messages reach and influence current customers.

It goes without saying that potential customers do not accept a single general message. They want a message tailored specifically for them, and they want to hear it from someone they can trust. And, How you can create custom messages to scale? How can you build trust with both potential customers and with current? How to get them involved with their content? That is where employee advocacy programs You can make a big difference.

Employee Advocacy and Social Selling What differ?

More and more companies are training their employees to act as internal brand ambassadors social media: to share marketing messages, increase engagement and drive sales. This form of marketing has christened the Employee Advocacy Marketing.

The employee advocacy programs allow people to come to their own social networks and expand the scope of business communication. It is a cost-effective approach to increase brand awareness, boosting prospects, improve website traffic and develop revenue opportunities.

On the other hand, yes, Social Selling refers to the use of social networks and blogs (social media) by sellers to interact with potential customers. They can interact with them along the buying process, allowing relationships are promoted and questions answered. This helps speed up the buying cycle by encouraging customers to become the supplier of choice.

The employee advocacy programs is broader and includes all employees involved (marketing, Customer Support, human Resources, TI, etc.), meanwhile Social Selling is allowing sales team sold through social sale. In both cases, the Employees are considered the most important asset of the company and can measure the impact of their activity on revenue.

Thanks to information and technology, buyers are much more informed than they were and have become more autonomous. They expect more companies than ever. To live up to this challenge, companies must take social selling through employee advocacy programs to identify, understand, attract and build relationships with buyers.

Benefits of Employee Advocacy and Social Selling

Instead Employee Advocacy and Social Selling, representatives may:


1. Attract new buyers:

Build a list of quality customers can be complex. But when done correctly, yes, social selling It can help to attract new potential buyers. By constantly share content and add value, sales representatives are positioned as resources sector information, and build confidence by showing potential customers understand your business.

2. Better understand customers:

To learn in depth about their customers and sectors, sellers are better equipped to position their products and services on each client and, at the same time, increase your chances of success. The media are a goldmine of information, and a strong platform Employee Advocacy and Social Selling that will make it easy for commercial listen to online buyers.

3. Follow customers throughout the buying cycle:

It is not just about selling. It is to guide buyers since the start of their journey until they become customers and beyond. This is to allow sellers to maintain relationships and add value, buyers no matter where they are in the buying process.

4. Reach buyers on their own channels:

Your customers rely on multiple types of communication channels, like email, social networking and mobile messaging applications. A solid platform of Employee Advocacy and Social Selling allows its teams to hold talks with buyers in key channels and all devices.

5. Measure sales performance in the social field

A platform of Employee Advocacy and Social Selling It allows you to easily determine the effectiveness of your team's efforts in the social field. In this way, you can improve your sales process, saving time and increasing their business effectiveness of their conversations with buyers.

The goal should be to build relationships using social networks to sell more. As usual, vendors and sellers supply and discuss social content, generating opportunities and prospects, It generates income and increases the value of customer life.

Does it Really Work?

So, the Employee Advocacy and Social Selling really they help you win more than traditional methods? The answer is clear: Why not. Vendors who use social networks outperform their peers. The 78% social marketers sell more than their peers who do not use social media.

Why is that? Buyers use social networks like LinkedIn and Twitter to find solutions. Bambu has found that 84% executives use social media to support purchasing decisions. Social marketers can become leading experts and gain influence over purchasing decisions by publishing relevant content and engagement with buyers in social networks.

So, Is the Employee Advocacy and Social Selling are for you?

If you are considering this approach to help you create a genuine commitment to society and to boost sales, take a look at this table and determine where lands:

Employee advocacy

Fists photo by Nito on Shutterstock.com

Events

TEDxEixample 2019, tickets are already on sale. Click this link Enterticket to buy them. I remind you that the event is on Friday 22 March 16 to 22h on Antiga Fàbrica Damm from Barcelona. Here are the speakers:

Anna Gener

President and CEO of Savills Aguirre Newman Foundation and patron of the Museu Picasso

Daria Shornikova

Project manager at Imagine

Jordi Hereu

Mayor of Barcelona during the period 2006-2011 and consulting partner in planning and management of urban projects

Mar Santamaría

Architect and urban planner

Paula Fernández-Ochoa

Legal expert in marketing & personal brand and high-performance environments.

Toni Segarra

A man who makes ads

Víctor Amela

Journalist and writer

Personal Branding is not about you, It's about adding value to your customers

I know (fairly good) a guy who's bio on Twitter, Instagram is…

Shoeshine of the XXI century. I love, helping other people to shine

We are not the key. The key is to add value to others

Although the expression “Personal Branding” and also “Personal Personal” may indicate otherwise, this is not about us… contradictory? Isn't it?. A person has value based on what he brings to others, to adding value to others, whether customers, contributors, friends, etc.

If we are willing to invest a good sum of money for an art masterpiece, it is because for us has value. It is an intimate relationship, as may other people do not have it at all.

Personal Branding is about adding value, not about self-selling

I liked an article by my colleague Marco Tomasone called 10 Symptoms of ego branding, published on the blog Integra Personal Branding. In the post, Marco perfectly defines the symptoms “of the ego Brander”. If I had to summarize them into one, I would say this profile (very common on and off the web) it's about self-selling.

Do you recognize any profile of those who have thousands of followers and they don't follow anyone?? They are ego branders. They only care about them, they don't give a shit about the rest of the world..

Any personal branding strategy should aim to solve problems and identify opportunities to our stakeholders (stakeholders). Whether customers, providers, superiors, colleagues, shareholders…

Dan Pink made it clear in a comic

The writer Daniel Pink, Author, among others, from best seller A whole new mind, published the comic The adventures of Johnny Bunko. One chapter of the comic (highly recommended, by the way) is called It’s not about you (no se trata de ti). Pink is the need to project our personal brand to the value we can add to the other.

This is not a spirit of service, it's about making our environment grow, improve, improve, shine.

If you help others shine, the reflection will make you shine

True, the word “Personal” confuses us

I don't blame those who may think that personal branding, understood as the management of our personal brand, it's about us. Every week I read articles against personal brand of authors who have not bothered to read a book. The reality is that the word brand and its process, branding, always involve adding value. I often say that with no value there's no brand..

If you get to this blog for the first time and did not know that personal brand is not personal, sorry for the confusion. Stay with an idea: personal brand is what we project in others, personal branding is analyzing how we add value to others.

#EKGranada18Knowmads space is to add value, definitely

This week has taken place the 2nd edition of Espacio Knowmads, in Cadiz, the # EKCadiz18. Following the success of the first edition in Huelva in May 2018, the creator and promoter of the initiative, David Barreda, and the main sponsor, This is Cajasol Foundation, are replicating the event in other cities.

The cover photo is a view of the bay of Cadiz in all its glory. Now the event moved to Granada, where David is joining us again. In addition to Eva Collado, Andrés Pérez Ortega, Elena Arnaiz, David himself and I, this time we will have two very special guests as Sonia Rodriguez Muriel and Azahara G. Peralta. And the co-sponsorship Fundación Caja Granada. The #EKGranada being held on 20 November.

AGENDA November

  • 5, 6 and 7, Sao Paulo, Brazil. Workshop BRAVE, I teach with Ilana Berenholc and Reinaldo Campos. registration here.
  • 9, 10 and 11, Puebla, Mexico. Personal Branding Experience #PBEX. registration here
  • 20. Granada. Knowmads space. registration (free) here.
  • 23. Business Forum Murcia. days directives. Conference on Personal Branding and Values. Information and Registration on this link.
  • 28. Something interesting happen in Zaragoza. I can not say more. Stay tuned.
  • 29, 30. Workshop Personal Brand and Relationship Management. Ferrovial, Euroforum II in San Lorenzo del Escorial. You can follow the hashtag #MarcaPersonalSumma

Value proposal: Do you know which one is yours?

Some days ago, my personal friend and valued colleague brander Ilana Berenholc I was interviewed on value proposition para el blog of filial brasileña HERE (Association of Image Consultants International). Here you can read the post title Value offer: You know what your? .

I found interesting translate (using Google) the Castilian if the Portuguese cost you. There goes that:

Value proposal: Do you know which one is yours?

a Brazil, image consultants complain that the market is saturated and, When we look carefully, the feeling is that all do the same. How to solve this problem?

This is a serious problem because, If the perception is that all do the same, simply become commodities. The increasingly low price to customer and does not care to choose one or other, because they see no difference between professional.

A personal branding, We work not only on how to achieve relevance and the difference, but especially in how to identify the value proposition: Why choose a consultant and not another? What is the value you will add one or the other depending on their experience, their skills, their values, their way of doing things?

Image consultants, What I would say is working its own brand, find their differential, separate their supply from the rest. Separating means adding more value than others. However, Easier said than done.

How would you define the value proposition?

I'm a publicist. For me, A brand is a unique value proposition. Thus, a personal brand is a unique personal value proposition. It is as important as what we do how we do.

The value proposition answers a question: What I solve problem? and also, In another approach what chance detected?.

If I say I am an image consultant, I am using a definition of my professional activity. But that's not a value proposition. A value proposition would say “I get my clients stand out and improve their career profile through my work”. This is a value proposition.

The value proposition focuses on your customer, not you. Speaking of image consultant, career consultant or personal brander does not solve any problem for the customer. The way to solve problems is explaining exactly how to reach your client from point A to point B.

To work the value proposition, I recommend answering these four questions:

  • What is the problem we solve? (pain)
  • What is the chance that detect? (gain)
  • What is the need to satisfy?
  • What are the benefits we bring?

Here are four ways to find our value proposition.

An example: If you define yourself as “senior manager”, I can not tell you solve problem. “Senior manager” only explains the professional category within the company. However, If you approach it as “We promote the development of professional certifications for different groups”, here I understand perfectly the problem-solving. In the first case, just you say what your position within the company, and second, give an answer to the needs of your customer.

Another example is Sarah Harmon, Head of Spain & Portugal Linkedin Talent Solutions, in their profile, instead of writing his professional qualification as office, wrote Chief Motivator @ LinkedIn Iberia, transforming the way companies hire, sell and grow. (LinkedIn chief motivating Iberia, transform the way companies hire, They sell and grow). Thus, explains the problem solving for companies.

Eye! We can not create a value proposition that is not grounded in reality

Our value proposition consists of a series of attributes. If we analyze a well known brand, for example IKEA, We recognize the attributes that are more price and design, attributes that nobody had joined before. Our value proposition consists of rational and emotional attributes, those derived from our values ​​more. And it's much more difficult to imitate an emotional attribute.

An example is a client with whom I worked: It is audit manager. All clients want to work with her because she is always cheerful, with a ready smile. She broke the established idea that auditors are very serious people, gray, you boring. Its value proposition is “Audit Manager, specializing in Real Estate and Infrastructure. Auditing with a smile.”

My advice to all professionals seem cloned others is thoroughly working your value proposition. I recognize that this is not easy in any process of personal branding, but it is the key to differentiate. I recommend that you make with the help of a specialist, a personal brander or someone who can understand the identity of the professional: How am I exactly? How do others see me? What are my hidden attributes I do not know?

Summarizing, the value proposition is something that answers three questions: What problems we solve, What opportunities detect, what needs we cover. To this end, we need to understand our main attributes, and we need the help of someone who understands how we really are. It is important to understand that we are made up of rational and emotional elements, connecting elements which are.

About values, affirm that convey is better to explain. explain it to me.

The person who is aware of your values ​​you can use them in its communication. But there are nuances. If I say I'm a caring person, I like helping others or I'm altruistic is one thing. If you see me on Instagram helping an NGO, I am transmitting these values ​​in a much more powerful way to explaining.

There are several ways to express our values; we can express in words, videos, images and other things. If someone posts a video on Instagram Stories singing with his daughter, that transmits vitality, joy, conveys a lot of information that would not allow another format.

We have to understand the game we got with social networks, knowing that each has its code. LinkedIn is not the same as Instagram. The latter allows us to not only show better who we are, but how we are. We must use more facts and less words. We must use all means not only to explain what our professional offer, but also explain who we are, how we are, and how we can help.

Is there a risk that professionals submit proposals for similar value?

Of course there. What happens is that we know very well our competitors, but our customers do not. Y, many times, who wins is the one who has the best SEO, who managed to position your website better than others. And that is something against which we must fight. Many times, the first to appear on the Internet is not the best.

The important thing is that we have this evidence which supports that are good and show we work in a way that no other works. We need to build on the momentum that good feedback from our customers can give us to fight these SEO experts.

The difference can come with testimonies of our work. This is the best way to fight against our competitors who do not have the same level that we.

I understand that Brazil is a country with lots of competition – there is no place in the world with so many professionals working in the same area. To this end, work the value proposition is critical.

The value proposition is only for those who already have experience or someone who is just starting now can also identify yours?

Both sides can identify and compete on equal terms. Someone who starts can not use his previous experience, but you can base their value proposition in its powers.

A young person has few vices and has the advantage of being able to adapt to customer needs to be less contaminated. It gives off more energy. And in common with experts, It has the support of its values, that may be the way they connect with their customers. Young people work more easily in the digital environment and can also use this competition as a differential. They also have a more modern and updated training, and more creativity, It is a brutal weapon.

Maybe young people will be more difficult to work with a president of a company 50 years old , but they can start working with other customer profiles. There is an English phrase I like a lot to be translated “Pick apples from the tree that are within reach of your hand first.”

Anything else to finish?

We need to use a crossmedia strategy, using many means. We have to get the idea that the off-line media have a unique advantage. If you appear in an interview for a TV show, within a few hours you'll be in digital television portal. You will benefit from the two environments – OFF y ON – in one interview. The same applies for a magazine, an interview on the radio (your podcast)… If I can give advice is that, although today there is a large digital offer, we must remember that most offline media are a mirror online, so it is worth not forget that there is a world wide audience, which also has digital impact.

 

Photo by Cody Davis on Unsplash

Personal Branding FAQ 20 Frequent questions (3)

We continue with frequently asked questions after first and second delivery a few days ago. For the moment, I have tried the following questions and answers:

Frequent questions (1)

  • Personal Branding FAQ 1. Does this takes a long time?
  • Personal Branding FAQ 2. Is this for when I lost my job?
  • Personal Branding FAQ 3. Is it to advertise my products and services?
  • Personal Branding FAQ 4. A personal brand do you have, it is created, is constructed?
  • Personal Branding FAQ 5. Why should I manage my personal brand?

Frequent questions (2)

  • Personal Branding FAQ 6. being employed, Does it make sense for me personal brand?
  • Personal Branding FAQ 7. Being manager why should I manage my personal brand?
  • Personal Branding FAQ 8. How soon will I see results in a process of personal branding?
  • Personal Branding FAQ 9. ¿El personal branding es marketing personal?
  • Personal Branding FAQ 10. Is any personal mark is the same as personal branding?

It's time to raise five new issues

Frequent questions (3)

Personal Branding FAQ 11. How I can know what my personal brand?

You should not worry too much what others think of us. But it would be nice to know what we know we know. This is achieved by asking, asking feedback.

Ask feedback It is an art. To enter fully into the issue, I recommend the book Smart Feedback of Jane and Rosa Rodriguez Trunk sisters with Naomi Vico (Lid 2017). But as formats that can be at your fingertips, I detail some:

  • DISC, a great self-image test that measures concerning the Decision, Interaction, Serenity and Compliance. You owe ask a coach so you can share the interpretation of results.
  • evaluation 360 A very common test in companies, which among other things measure your behavioral competencies.
  • Emotional Intelligence Test, it gives you a percentile that measures your ability to move better in environments front office (high percentile) or backoffice.
  • Brand archetype test. It gives you information about your archetype, the pillars that form and adjectives that best define you.
  • public Rating. The app lets you ask Guudjob feedback to anyone in your contact list.
  • Test 90º. It is homegrown. Ask your inner circle (20 people) What do you think I am competent? What do you think I can improve? Do it through a Google Form, the results are of great value.

Personal Branding FAQ 12. Will my personal brand begins in social networks?

Isn't it?. I could extend much, but as we do not start building a house from the roof, We not begin to manage our brand from social networks.

Before we know what our brand (the previous question), which would be the foundation of the house or self-knowledge. After this phase we work out our personal strategy (the structure of the house), It is including target, purpose, value proposition, business model, positioning… And in the final phase, communication work plan (coating and roof of the house) that will include thorough job message, target audience and, supposed, channels off and online (among which are social networks).

Personal Branding FAQ 13. How does brand management personnel with career management?

The only person responsible for managing your career are you. It is not the company for which you work, as it might be several years. One thing is that companies provide training, and another thing to be responsible and guardians of your destinations.

Personal brand management, known as personal branding, is a necessary competence to shore and manage career. Specifically, working depth business model lets you know in which areas we are well and what we need to strengthen.

Personal Branding FAQ 14. To what extent should expose my private life?

It's a multiple choice question. I explain. I never will force anyone to explain publicly what he does in private if you do not want. But I'll tell you the advantages you can have, so that the offset against the drawbacks already known.

This issue is related to the values ​​and networking. Values ​​because those who do not know we can not know our values ​​if we only show our professional competence side. Networking because if I do not intend any contact with new stakeholders (stakeholders), I must not expose anything.

as advantages, we know that our personal activities transmit values. A broker / a background is someone disciplined, zealously self-improvement, culture of effort, lover challenge. A volunteer / a which helps poor or elderly poor is someone solidarity, concerned about sustainability, altruistic, humble, ideal for teamwork. A / a guitarist free time is a sensitive one for art, music, possibly good equipment component. Player / a chess denotes patience, follow the rules, ease of calculation alternatives, self esteem, need to achieve, impulse control…

You decide what you expose, to whom and in what ways.

Personal Branding FAQ 15. Does personal branding is for everyone?

Isn't it?, of course not. It is only for those who are willing to work hard for self-knowledge, to define a path, to make themselves known appropriately and with a compelling value proposition, to work for foreign recognition through problem solving. To leave a mark on others. Is only for those who are willing to invest in itself and add value to others.

 

I hope I have clarified doubts and concepts with this third part of FAQ (3). I hope next week with 5 other questions. Have a nice week!

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Personal Branding FAQ 20 Frequent questions (2)

We continue with frequently asked questions after first delivery a few days ago. Then I tried to respond to the time factor management, the misconception that this is for unemployed, the concept of service catalog, the idea “manufacture” a brand and the reasons for managing personal brand.

Frequent questions (2)

Personal Branding FAQ 6. being employed, Does it make sense for me personal brand?

I guess you already know that employment for life has expired. Even in Japan. But beyond the “addiction” to a job, yes, personal branding for professionals as an employee of an organization it is useful for many other reasons:

  1. It is perceived as a unique and valuable specialist.
  2. break the crystal cealing, a term originally referred to the difficulty of women to access top management positions, but now it could be extended to people of any stagnant sex or stopped by an insurmountable wall superior.
  3. Career planning, a responsibility that was once companies and is now the sole responsibility of each professional.
  4. Align the EVP (employee value proposition or employee value proposition) with the proposed corporate value.
  5. Act as a brand ambassador, moving market value (customers), attracting new talent (employer branding) and improving the effectiveness of communication (employee engagement).

Personal Branding FAQ 7. Being manager why should I manage my personal brand?

You might think that you've reached your professional destiny. And Now the work is more complex: stay there. Leo The country that Otto Walter (consultant) He conducted a study on “Toxic heads”, with thousands of employees of all sectors and professional categories about which were the most irritating behaviors that had suffered from his superiors. concludes “yes, 49% of respondents he denounced the "disrespect" as the main scourge from the controls. "Prepotency", chosen by a 37%, "Management incompetence" (29%), "Lack of support for the team" (28%) or "absence of humane treatment" (25%) complete the picture of horrors”. A challenge.

your responsibility for team leadership cries a management plan and not just your own brand, but from professionals in your charge. double work.

The management process of a personal brand management as we know it Executive Branding, and the basic difference with a process Personal Branding It is this dual responsibility and a chameleonic symbiosis with the values ​​of the organization, vision and mission.

Personal Branding FAQ 8. How soon will I see results in a process of personal branding?

Million Dollar Question, whose importance reminded me of the brander staff Alicia Ro, recent winner of the award Best Blog personal brand 2017 (Congratulations heart, dear Alicia).

I think you already suspect what the answer: the results will come sooner or later based on the investment. I have had clients who have taken personal branding as a new competition soft on its agenda and others who have thought that six consulting sessions would bring them results in a few weeks.

What is investing? Does it refer to money? Investing means taking time to acquire new competition, It is like acquiring a habit. But who tells you they are 21 deceives days, it is not true (unless they are 21 days without sleep and with total dedication). It also refers to money, what fool anyone. If you hire a good consultant or mentor personal branding help you, acortarás you will accelerate the process and the outcome. If you also accounts a budget for graphic design, Web programming, management and content curation, network management, tracking KPI's, because you're going to accelerate, definitely.

From experience in this (I took from 2007), time to see results range from 6 months for highly motivated and 2-3 years old for those who lead a more relaxed pace. When we compared to what it took to build Rome, We speak reasonable deadlines.

Personal Branding FAQ 9. ¿El personal branding es marketing personal?

Es marketing personal, but it is also much more than that. Branding is a very broad umbrella brand, among which is the marketing tools. All of identity would in a field between psychology (ideally) or coaching, away from marketing.

In my talks I usually raise the following simile: Personal Marketing is what I say about me. Personal Branding is what others say about me. Even if you think there is little difference, there is a gap between one and the other. Our goal, the main objective of personal branding is the recognition of others and their subsequent choice of our people. In a nutshell, they are others whom we “sell”.

Personal Branding FAQ 10. Is any personal brand is the same as personal branding?

If I translate the question into English, would “Is personal brand the same as personal branding?”. obvious. Isn't it?. The gerund branding indicates action. The personal branding It is the process of managing our own brand, whose main steps are self-knowledge, and visibility strategy. Personal brand (marca personal) the outcome of that process, in the form of emotional footprint we leave on others.

I hope I have clarified doubts and concepts with this second part of FAQ (2). I hope the coming weeks with the 10 other questions. Have a nice week!

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