iia - making a statement, building your personal brand
TRANSCRIPT
Making a statement: Building your personal brand
IIA (SA) – Internal Audit ConferenceAdelaide Convention Centre22 October 2014
www.thebrsblog.comwww.brsresults.com
Focus of Today’s Session
Understanding the power of your personal brandThe power of social media and building trust on-lineWhy brand applies to you and your roleTips on how to build your personal brand and leverage it for your successDetermining the success of your brand – Engagements, advocacy and reputation
Where did I start my brand journey?
Pre-2002AUDITOR GENERALS AND ANDERSONS (BIG FOUR ACCOUNTING)
AUDITOR
2002ADELAIDE CITY COUNCIL
GOVERNANCE &RISK PRACTITIONER
2003CITY OF CHARLES STURT
GOVERNMENT LEADER
2005PARSONS BRINCKERHOFF (PB)
SENIOR EXECUTIVE
2009BRS, EASYCONSULT, EASYGOVERNMENT AND BEYOND!
CONSULTANT & ENTREPRENEUR
You don’t have to see the wholestaircase, just take the first step
Personal Strategic Plan – My Compass
Personal Strategic Plan – My Compass
Why personal branding applies to you and your role
Part of a global, reputable profession (180,000+ IIA members, 165+ countries)Globalisation and the modern clientEducation and Engagement:Powerful communicator of your valueEstablishing and maintaining long-term relationships built on trust
Source: https://conversationprism.com/
Focus is key with your online personal brand!
Source: http://contendercontent.com/50-content-marketing-statistics-2014/
LinkedInThe most widely used platform for consultants and service providersKeep it up to date & post often
Some important facts:The average user on LinkedIn earns more than $100kMost are decision makersYou only have .2 of a second to convey your value and get someone to read more about you
Build your brand & establish yourself as a thought leader
Status updates (which LinkedIn favors more than anything else)Thought leadership such as regular blogs or other insightsEducate, don’t sellConnect with people you know and grow your connections online Join groupsAdd value to others
This takes time, your LinkedIn profile is another one of those 1% activities you do that together will make a big difference
What to communicate?
Company videosInteresting articlesIndustry insightsA piece of knowledge or thought leadershipNews that relates to our businesses or industry
Content to keep audience engaged and to start conversationAsk questions – questions get people talking
Newsletters
BlogsArticles, Tools and Templates
Other online methods
Offline methods: Networking opp’s and industry sessions
Trade Stalls
Speaking engagements
Industry Awards Nights
Speaking Engagements - Industry
Breakfast SessionsSpeaking Engagements – Service line
Offline methods: Networking opp’s and industry sessions
Stages of evolution
easyconsult and easygovernment are a culmination of this knowledge and experience but it would not have happened without the past experience.
My wife & I built a $1 million consulting practice in less than twelve months – BRS
Knowledge and expertise - non-technical areas of consultingOnline coaching programMarket leading, tailored contentOnline modules in key areasLive events (webinars, conferences, networking)Online ForumPractice management tools and templatesSupportCoaching, consulting, facilitation
Knowledge and expertise - being a great government leaderOnline coaching programMarket leading, tailored contentOnline modules in key areasLive events (webinars, conferences, networking)Online ForumSupportCoaching, consulting, facilitation
Repeat work and referrals Key to our success
Proud partners
Building our “tribe” - enhancing& leveraging our personal brand
BlogsWebsites Community Followers
Balanced Scorecard Approach
0%
5%
10%
15%
20%
25%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
BD & Efficiency Indicator - as % of Net Fee Revenue (NFR)
BD Actual
Efficiency
BDTargetEfficiencyTarget
Marketing & Brand$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Weighted Pipeline $ (Unsecured)
Top 10Clients &Prospects
All Other
Target
Marketing & Brand
$-
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Backlog
LongTerm
ShortTerm
Target
Systems & Processes
-100
-80
-60
-40
-20
0
20
40
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Combined WIP & DSO (Days)
WIP
DSO
CombinedTarget
Financial / Operational Sustainability
-$50,000
$-
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Free Cash Flow from Operations
Actual
Target
FCF (YTD)
Financial / Operational Sustainability
Minimum
3.75
4.00
4.25
4.50
4.75
5.00
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Hub, Associate & Client Engagement
Associates
Client
Hub
Target
Client Satisfaction and Culture
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Training Expenditure - as % of NFR
Actual
Target
YTD Avge
People / Capability
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
BRS RevenueMix
Associates%
CoreTeam %
Target
People / Capability
Optimal
0
10
20
30
40
50
60
0%
10%
20%
30%
40%
50%
60%
70%
80%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Online Engagement
BlogComments& SharesBounceRate %
LinkedInFollowers
BlogFollowers
Marketing & Brand
Indicates a good result – On Track Indicates a satisfactory result – Monitor Indicates a less than satisfactory result – Needs correcting
Recognition – over our journey
Four questions to reflect upon
What makes you memorable, unique, and relevant?What is at your core and your heart?What is your personal brand strategy and link to your personal strategic plan?What is your marketing strategy? How do you work to enhance your brand?
My Top 5 Takeaways
AuthenticityBeing bold and taking a riskThe right environment and associations are criticalYour offline and online brand need to be in syncLearning and improving mindset is critical
Some key actions
Update your linked in profileSet targets around networking eventsGet clear on your elevator pitchKnow your storyLook for opportunities to speak at conferences and eventsHave a personal marketing plan Be bold and meet with people who have a great reputation in your industry
www.thebrsblog.comwww.brsresults.com