The 2012 Counselors Academy kicked off on Sunday, May 6, 2012. The evening’s keynote session featured Jay Baer, president of Convince and Convert, and Gini Dietrich, CEO of Arment Dietrich. The duo asserted that “it’s difficult to tell a client they need to be using the Web if an agency principal doesn’t believe it themselves.”
How to Build Your Personal Brand into Your Professional Brand
During the session, Baer and Dietrich discussed “how revenue follows capabilities and capabilities follow beliefs” and presented agency leaders with best practices to “finally ‘get off their duffs and start becoming social’ in order to build their businesses.”
Here are some key takeaways from the presentation:
- If an agency has several employees, why not tweet under the agency name?
- Videos create a human being behind the brand. We remember personal stories and want to do business with the people we know.
- Network – social media connects you with people you cannot connect with in 3D and helps with national recognition.
- Agencies need to spend time on leadership campaigns (e.g., blog posts). Tech has made us all self-servers of information and we want to find the answers ourselves when it’s time.
- Can a junior staffer handle social media? Social media is not something you should delegate and you can’t outsource your voice.
- People will remember your “branding.” So, give away what you know. Remember, “giving away a list of ingredients doesn’t make you a chef.”
- Figure out your circles. Listen and find opportunities to be helpful. The best way to be helpful is to setup searches. People buy from people they like and trust. Your client wants to work with you!
- Commit to social media regularly – say, 20 minutes a day – and fill in the “tiny gaps in your day.”
- How do you measure social media success? Understand how it pays off in terms of leads, new business, and client retention. Listen. Assess the conversation. Engage. Measure and then improve.
The audience also had the opportunity to ask a few questions. One question focused on “what PR firms should stop doing and start implementing instead.” The answer? Stop chasing the hot new thing and start having policies in place for brand ambassadors.
How are you “groovin’ to your own beat” and “merging your personal and professionals selves to build your business?”
*Bio: Colleen Flood has been a sales consultant with BurrellesLuce for over 12 years and is eager to become a more integrated part of the social-public relations community. She primarily handles agency relations in the New York and New Jersey metro-area. She is not only passionate about work, but also about family, friends, and the Jersey Shore. Twitter: @cgflood LinkedIn: Colleen Flood Facebook: BurrellesLuce