A toast to the introverts

As I write this, I have the not very PC song, Runaway by the not so politically correct, Kanye West and Pusha T playing in the background. It’s a cracking tune, not only as it is nearly 8 and a half minutes long, which if you are doing something incredibly boring makes time fly, but also as part of its lyrics are “Let’s have a toast to the douchebags…a toast to the scumbags.” Now I am not advocating toasting the douchebags and the scumbags in this blog, but it did make me think those we toast and those we don’t, as well as those who toast themselves, and those who don’t.

I have talked a lot about Linkedin in my posts over the last 12 months and how I feel the personal/professional boundaries have blurred on the platform, and regardless of if you think that’s a good or bad thing, it’s hard to get away from looking at peoples’ views - whether that’s their opinion or from their back garden. However, what is still the same is that LinkedIn, like other social media platforms, does court those extroverts, those who are happy to put their whole selves out there.

So, this blog is a shout out to the introverts, to all those who we know do an amazing job but don’t feel comfortable shouting about it. No, it’s not going to be an Oscars’ roll call of saying thank you to those I personally work with that are underrepresented on social platforms, but more of how those who don’t feel comfortable sharing with their nearest and dearest, let alone their non nearest and dearest on Linkedin, can have a profile without feeling slightly ick about it.

1. Share your successes

We know by association drives the most credibility so talking about work that you have been involved in with the focus on the project is a great way of promoting yourself. Keeping the tone less braggy, “Here’s a great project that wouldn’t have happened without me” and more collaborative “So happy to see this product launched which I have been lucky to be part of the development team on for the last 24 months…” says volumes and is far more engaging to read.

2. Share your teams’ successes/news

Sure, it’s great to like others in your organisations’ posts, but engagement is really measured by comments and forwarding it on. So go on press that Reshare button but don’t just leave it at that but add some value with your own opinion. So back to the product launch above, something like “Having worked in the industry for the last decade, and being a mum of three, I professionally and personally know there is need for this AI baby soother and it will not just revolutionise the marketplace but be your child’s best friend for the next 20 years.”

3. Flag industry events you are attending

It’s always good to let people know you are going to be somewhere, especially if they are potential clients or existing clients. But let’s step away from the “I am attending….email me if you would like to grab a coffee” messaging. It feels as personal as a politician knocking on doors to get votes. Perhaps try the approach, “Next week I’m off to the Regeneration of town centres conference in Timbuktu. Not only do I hope to see lots of familiar faces and new ones there, but I’m interested to see how the speakers address the issue of how regeneration links with social mobility, whether the investment already committed is enough to change the shape of some of these towns and to hear the voices of the local people. Anyone agree? Or what are you looking forward to?” Events always come with itineraries for the day which give you a framework to talk about the issues mentioned and shout out the speakers. You never know they might @mention you back, increasing your profile no end.

4. @mentioning

Which brings me to @ mentioning others and listening to others too. If you have 50 followers but someone you follow has 50,000, making a comment on their post is more likely to be seen by more people than you can ever reach. It doesn’t have to be long, but just relevant and interesting. Likewise, @mention people you want to connect with or who you might feel a post could be interesting to – it makes you look connected, even if you are not.

5. Social karma

And finally, be kind. The more you share others work and give others credit, the more others will do the same for you. Honestly. It is like social karma.

So, here’s a toast to the introverts, who I am not suggesting I will toast on Linkedin as again, there’s nothing more smug that seeing someone having a drink while you are stuck at your desk.

Content 2024: What's In and What's Outs

In the stye of Instagrammers across the country, here’s our quick and dirty guide to

#What’s In and #What’s Out when it comes to #Content in 2024.

In

• Content that works hard – across different channels and different audiences

• Tailored content – not one size fits all

• Content that solves problems, that is about outcomes

• Content that shows how you can solve these problems, help the outcomes

• Animated content

• Visual content

• AI facilitated but not 100% AI authored content.

Out

• ‘Look at me’ content

• Purposeless content

• Inauthentic content

• Content that ends with a sell

• Content that begins with a sell

• Content that is someone else’s passed off as your own

• Political content, unless of course you are a politician.

  And remember:

• It’s OK to change your opinion

• It’s OK to say you were wrong

• It’s OK to say you think you are right

• It’s great to have an opinion, but also respect others might have one too

• It’s great to communicate.

Do you agree? What’s your thoughts on what’s in and what’s not?

Image with thanks to Suzy Hazelwood, pexels.com

Creating a personal brand in a corporate world

So, I have a secret to share. I am naturally a shy person and that my outgoing nature is definitely learnt behaviour rather than a natural flair. Which is why PR and comms is the perfect world for me as instead of having to front out campaigns myself I can write and author from A Another.

And I know I am not alone. In my years of working in comms, the times I have heard stakeholders telling me they don’t like to post on socials, don’t feel comfortable ‘being out there’ and would prefer someone to take the reins when it came to advocacy. And then there are the ones who are comfortable sharing their successes on socials, but somehow forget to frame it in the context of teamwork, or mix up the personal with professional.

So how do you create a personal brand in a corporate world? Stay authentic while still toeing the company line? Be true to your values while embrace those around you?

Today’s world is very different than it was 20, 15 or even 10 years ago. Rightly so, companies are embracing diversity which means different voices representing an organisation is a great way of showing the breadth of expertise and personal experience a company has within its workforce. Which gives us all the opportunity to create our own personal brand.

Step 1: Define your brand

Just as you would a product or a service you need to understand what you want to be known for. Take your value base - what gives your work purpose - and your expertise- what you contribute to your workplace - and you probably have it right there. So it could be that you want to be known for being the expert in children development for those in a pre-school setting, but also feel strongly about the right for women to be given the same opportunities as others when returning to work post maternity. These could be the pillars of your brand.

Step 2: Refine your audience

Who is it you want to influence? The audiences might be multi-faceted – so clients, stakeholders that influence your industry, and of course the internal client - your colleagues and other peers. Think about what it is that connects you to these audiences, is it the same thing or does your brand need to have different strands to reach different audiences?

Step 3: Destination

Why do you want your personal brand to be seen? Where do you want your brand to be seen? How do you want your personal brand to be seen in 5,10 and 15 years? All these questions are key to understanding how your brand should evolve. So if your personal brand is about work winning, then your proof points and validation needs to be tailored to this. If it is around acquiring talent, or showing yourself as talent, then this requires a slightly different strategy. If you are an owner of a company and your end goal is to be acquired, then your personal brand is not about how great you are but how you have grown the company to what it is today. Understanding the why, what and how can help you plan, evaluate and redirect your strategy.

Step 4: Validation

Like with any other brand, you need validation. Making claims without proof points will not help your brand be credible. Using case studies, client testimonials, awards won or shortlisted for, and team shout outs all help bring more voices to recognise your brand. Remember too that others are more likely to support your brand if you support theirs, so interact with others on social media, provide endorsements on LinkedIn for those you felt did a good job too and you will find your followers, your posts will start to generate momentum too.

Step 5: Refine your voice

And here’s the important part. Refine your voice. Be authentic and tell your story, linking to your values, but remember you are representing your company, and have a voice appropriate to that role. If you are part of a team, acknowledge that your successes are being part of that team whether it be part of a client team or an internal team which in turn will help amplify your voice and add credibility to linking to those around you. And pick out the parts of your brand that make you stand out. So if your brand is around supporting women back to work and you have recently returned to work, it doesn’t mean sharing baby photos on your LinkedIn account, but perhaps sharing the journey of how returning to work and balancing work/life and how supportive your company was in that transition.

Finally, to truly build your own personal brand, you need to embrace it and feel comfortable in it. If like me, this doesn’t come naturally, create a professional persona for yourself - like Beyonce’s Sasha Fierce or Lady Gaga - who you can shout about their successes while still reflecting the light of success.

Father Christmas - probably the best brand ever?

The John Lewis advert is live, it’s gone all chilly, some of us have even had snow and it’s dark by 4.30pm, so officially it is nearly Christmas.

But this is not going to be about baubles and tinsel. Although we are in the business of PR, Christmas is not about being fluffy, but for many of us means the biggest sales opportunities, the highest peak in sales if we get our stock levels and product choice right and the busiest time of the year.

Retailers particularly will have been working up to this 12 week period for most of the year as will those in hospitality, advertising agencies, toy manufacturers, online and off line fashion outlets, wrapping paper suppliers -the list is endless of the knock on effect on sales for the time to be merry.

As a marketer, it is also a time when we see the best ever brand coming to life again - Father Christmas. Now we all know how brilliant John Lewis is at owning Christmas - We are Social reported that The Bear and the Hare advert had prompted 86,300 mentions on Twitter after three days of airing.

However, think about Father Christmas’ brand credentials -it is pretty safe to say 100% of the population over 3 years of age know who he is, what he looks like, what he wears, where he lives and most of them his real name - St Nicholas that is. And unlike a lot of Christmas fads - Cabbage Patch Dolls, Furbies (although I am told from the best authority (my 6 year old) they are back big time), and Rubiks Cubes, Father Christmas has never gone out of fashion.

Like the best brands he is flexible in his approach - in certain countries in Europe he delivers on Christmas Eve rather than Christmas Day. Like the best brands he engages with the customers on a bespoke level - who hasn’t written to Father Christmas listing what they want for Christmas? And like the best brands he is consistent - he is the giver of all presents and always wears his brand colours. Overall, he is a brand genius.

At Antelope, we reckon he is not only the best brand ever but he really is the guardian angel of brands as unlike others he is not in it for money, popularity or promotion - everyone loves him and knows him already. Instead, this mythical brand ambassador allows all those other brands in our crowded marketplace the opportunity to promote themselves via his Christmas vehicle for free. Brilliant.

So next time you hear the faint jingle of bells, see a flash of red or a big white beard, remember to give him a nod of thanks as Father Christmas’ real gift is giving marketers everywhere the Christmas window of opportunity.