world blogging day may 2 2002 - wilson ng
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World Blogging Day
Creating a Name,
Building a Brand,
Preserving a Reputation
Wilson Ng
Ramon Aboitiz Foundation Inc.,
May 2, 2011
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Some How-to-be-successful tips
are really just meant to entertain.
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Success often means understanding the issue
more deeply than meets the eye.
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If you want to be successful, first create a
name by:
BEING DIFFERENT
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Before you can succeed, you have to be noticed.
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Lady Gaga
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Outrageously DIFFERENT.
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Apple made a name by being different.
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What do you want to be Known For?
Businessman Geek
Businessman Blogger
Businessman writer Businessman civic leader
Businessman teacher / scholar / Chinese savvy
Businessman musician
Standing out in the midst of millions of blogs
Google Search
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Differentiate where it matters
Being different creates word of mouth
Free is one of the best way to create publicity
P1 fare. No frills. On time.
Free email.
How do you get 600 million customers?
Vertu
Being exclusive is another way
Excess $100,000 champagne fountain.
Donald Trump. Larry King. Michael Jackson. Donald Tsang. Cory
Aquino. Mang Inasal. Calda Pizza. BrianBoy.
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How do you Differentiate Yourself?
You have to be different to be remembered,
You have to be original to be attractive
You have to be expert to be believed. Businessman plays music. Businessman starts serious speech playing Lady Gaga music using Guitar
Synthesizer in seminar. - Ngenius !
Bad: - Businessman dresses up in Lady Gaga outfit, and imitates star badly.
Lady Gaga. An Attention seeker if her music
and performances was bad
The best way to differentiate is to be the best.
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Your blog
Differentiated name. World is Flat. Blink. Outliers. Purple Cow. BlackSwan
Differentiated feel / interface
Differentiated content Original content
The dilemma of YouTube / Twitter
Content that is either relevant or interesting.
The story of the Fox and the Hare
We are no. 2 . We try harder.
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No Overnight Success
Pace. Business and blogging is a marathon,not a 100m dash
A story told by my dad
How I wrote 943 articles in 16 years and got anMBA while managing various businesses
How long did I prepare this speech?
Reputation is won day in and day out by providingquality and consistency
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Developing your Brand
When you differentiate consistently, you nowbuild your brand.
the personality of a product, company or
service build a connection between the brand
personality as it is perceived by the target
audience and the actual product/service What do these brands mean to you?
McDonalds, BMW,San Miguel, Jollibee, LV
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Competitors to Blogging
Twitter / Microblogs
Facebook
Del.icio.us, Social Tagging, fourSquare, Blogs still very influential. ( Friday video)
They can be made to complement instead ofsubstitute
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Objectives of a Good Brand
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer
Concretes UserLoyalty
Target your market OVERSEAS FILIPINOS
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If you want to be successful for a day,
create a name. BE DIFFERENT.
IF you want to be successful for a year.
build a brand. Create Excellence,consistently.
If you want to be successful for 20 years.
Preserve a Reputation. BE TRUSTED.
The meat of my presentation is really this.
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TRUST -
Without it,
the most powerful government,The most successful business,
The most thriving economy,
The most influential leadership,
The greatest friendship,
The strongest characterThe deepest love . Will go.
Billions of value in google is simply TRUST.
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When trust is lost
Arthur Andersen had over 100,000 employees, and the topAccounting firm worldwide. Enron same. Both of them failed
Marcos and Erap both were the most popular presidents we
ever had.
Wall Street urged to rebuild trust. Greece urged to rebuildtrust. Public still trust US government debt notes.
Sarbanes Oxley was passed to regain trust. The whole airport
security after 9/11 was about losing trust in flying security.
Trust saved General Electric through Warren Buffet vote of
trust. Most stocks bought by Berkshire increases in value.
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When there is no trust
Dysfunctional environment
Toxic culture
Militant people Intense micromanagement
Redundant hierarchy
Punishing systems
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When there is Trust
Focus on work
Healthy workplace
Effective collaboration and execution Positive partnering relationships
Helpful systems and structures
Strong creativity and innovation
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Highly trusted people
People all over the world are looking forpeople they can trust / blogs they can trust
Highly trusted people and blogs
More likely to be promoted Make more money
Receive the best opportunities
More fulfilling and joyful relationships Highly trusted brands and companies receive a
premium. Made in Japan. Made in Taiwan.
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A developed economy is a trusted society
You trust the
Food you eat, the things you buy
The buses will run on time, the banks will give you the
right accounting, the planes will be safe
The medicine has been tested, and you will not be robbed
midway. Police, fire and judiciary works. Government
creates results and governance effective, and business
commerce works.
Japan.
Trusted society. Even after the tsunami.
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Trust is function of:
Character People believe in your integrity, your motive, your
intent with people
Competence
People believe in your capability, your skills, your
results, your track record.
Results matter! They are essential to your ability
to establish and maintain trust with others.
TRUST enables you to increase your ability to
get results the next time.
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Quotes on Trust
A good leader in any culture must have
credibility. That is something one
establishes based on the way one handles
himself and by his established track record Victor Fung, Li & Fung
I look for three things in hiring people. The
first is integrity, the second intelligence, andthe third high energy level. Without the first,
the other two will kill you. - Buffett
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Loss of Trust
What upsets me is not that you lied to me, but
that I can no longer believe you. Nietzsche
Fedex When it absolutely, positively has to be there
overnight.
Most people did not need to have documents
arrived overnight. They really wanted to give thebusiness to somebody who consistently deliver
reliably and on time. Trust. Peace of Mind.
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Success in the business world
Is simply a direct function of:
WHO and
HOW MANY
TRUST YOU,
and by how much ? No technique will bring long term success, except through
long term build up. Earning TRUST is a life long quest.
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Is your blog as trusted as traditional media? Or do you thrive
just on sensation? Can you be trusted not to be biased?
Delivering a positive viral message.