Thought leadership presentation to architectural and engineering CEOs including a blueprint for action: research, innovation, academia, advocacy, educational events and public message.
The second portion of this presentation highlights the importance of social media as a platform to spread the word.
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Transcript
Thought Leadership Individuals or organiza5ons who influence others by crea5ng, sharing, and advancing a dis5nc5vely original idea, a unique point of view, or an unprecedented insight into
their industry.
High Stakes Meeting Facilitation Team & Facilitator Training Conversational Keynotes, Breakouts and Panels Specializing in
Establish viability Generate leads Grow sales Hire talent Penetrate market
MarkeHng collateral Product informaHon Technical documentaHon “News” & press releases Awards Job openings Reports/presentaHons DisHlled content Repeats what is said in
marketplace
Establish viability Generate leads Grow sales Hire & retain talent Dominate market Shape market/industry Offer leading edge
products/services Recruit/retain best
employees
MarkeHng collateral Product informaHon
Technical documentaHon
“News” & press releases Awards
Job openings & contribu3ons
Reports/presentaHons DisHlled content
Adds to what is said in marketplace
Shapes the language Trend analysis PublicaHons/white papers
Image: dream designs / FreeDigitalPhotos.net
• Focus on earning trust & credibility – Shares ideas openly – Is truth/evidence based – Does not overtly sell
• Visionary – Takes a bold stand – Frames new debates/discussions
• Provides new insights into challenges/issues – Analyzes trends – Makes informed, reliable predicHons
Research/InnovaHon Academia
Advocacy
EducaHonal Events
Public Messaging
Thought Leader
Image: Wikipedia.org
• Follow other Thought Leaders – Yes, and…. Yes, but….
• Market/compeHHve analysis • Industry trend analysis • Client surveys & interviews • InnovaHon pilots
Understand market drivers and develop innovaHve soluHons that capture the imaginaHon of current & prospecHve customers
• Partner with University/colleges – Connected to customer base or
– Considered as Thought leader/center of excellence • Sit on affiliated boards
• ParHcipate as guest lecturers/adjunct faculty • ParHcipate in university learning opportuniHes • “Validate” student projects/findings • Create an internship program • Write textbooks
ParHcipate and frame academic research to influence and shape the industry
• Government/legislaHve
• Industry AssociaHons • Standards Boards • Other Influencing OrganizaHons
• Other thought leaders
• Join • ParHcipate • Get Involved
– PresentaHons – CommiSees – Leadership PosiHons
Influence policies, procedures and commonly accepted best pracHces
• Focus/User Groups – Develop case studies
• Training & Webinars • Symposiums
– Topical focus – Emerging trends
– Best pracHces • Online Community Groups
Convene events to further educate your customers, prospects, advocates and influenHals (your tribe)
• Ad campaigns & Press Releases
• ArHcles/NewsleSers • Speaking Events • Tradeshows/Conferences • Awards • Website • Social Media
Push out relevant messages to your “tribe”
Image: wplip.com
1. Start with what your “tribe” cares about 2. Create compelling content
3. Repurpose 4. Post where they are! 5. Be consistent
Image: www.rubiks.com
Give Me Value
Entertain Me Be Authen5c
Lists & Checklists: Easily digested content
Contests: CompeHHon creates buzz
Viral Videos: Worth watching
Infographics: Visuals of complex informaHon
Contrarian: Opinions worth discussing
How‐To Guides: Show and tell
Expert Ar5cles: Best pracHces & case studies
Online Community: Discussion & collaboraHon
Apps & Widgets: Shortcuts
• What your tribe cares about • Content PLUS ideas, point of view, insights • High Leverage Topics • Current Events – NaHonally, regionally, locally, company
• Along the value chain you operate in
• Full of keywords • One outbound link • One inbound link • Call to acHon – To converse – To check you out – NOT to buy
Blog aka “News”
• Quick posHngs (LI, FB, TwiSer)
• Books, ebooks, epubs, newsleSers, white papers, case studies, execuHve summaries, advertorials
• Podcasts, teleseminars, webinars, slideshows
hSps://commons.wikimedia.org
Inspire dialogue with your tribe & other Thought Leaders
Image: wplip.com
• B2C & the social side of your business • Page for orgs; Profile for personal • Show employee engagement – Informal social conversaHons, pictures
• Your tribe calls you a thought leader! • Wikipedia
Long term strategy
Image: hSp://communiHes.ptc.com/
1. IdenHfy customer challenges/issues 2. Scan your compeHtors – find a new space 3. Frame your area of experHse 4. Set objecHves and KPIs 5. Commit to the strategy for the long term 6. IdenHfy “willing” experts/champions 7. Create a collaboraHve plan to move forward 8. Leverage and package your content 9. Infuse thought leadership into your culture