Moderator: Laurel Egan Kenny Panelists: Michael …...Lynne Marlor, Managing Director Bank of New...
Transcript of Moderator: Laurel Egan Kenny Panelists: Michael …...Lynne Marlor, Managing Director Bank of New...
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Presenters:
Laurel Egan Kenny, President, Turningpoint Communications
Ira Apfel, Director of Editorial Content, AFP
Raymond Vines, Director of Treasury, Dean Foods
Wednesday, September 17, 2014
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What You Will Learn Today: What Thought Leadership IS… and what it is NOT
What TL Can Do for You
Strategic Approaches to Thought Leadership
Multimedia Opportunities and Exposure What Industry publications, AFP and regionals are looking for
How to pitch / propose your topic / session / article
Maximizing your ROI at Events
Success Stories
Tools to Get Started or Re-Energize Your Quest Thought Leadership Worksheet
Checklist to become a Thought Leader
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Our Thought Leadership Definition Your expertise, presented or written for a specific audience
Study and promotion of best practices
Presentation of original ideas – a basis for change
Credible and focused
Changes how your audience views the topic… and you
Can only be “granted” by those who you seek out
Articulating your experiences in treasury and finance as original, innovative insights to further your profession, your employer and your career – Ira Apfel, AFP
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Thought Leadership is NOT! An advertorial or sales pitch
Brand specific information
Resigned for managers, executives
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TL for the Right Reasons
Who: Audience
What: Message
When: Schedule
Where: Medium
Why: Strategy
How: Implementation
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What can it do for you? Self Promotion
Personal Brand Professional Reputation
Marketing or as an alternative to SALES! Positioning as a trusted advisor/ “Go to Expert” Opportunities to simultaneously promote clients/vendors Supplemental Revenue Create change and improvement Spotlight your topic Focus on what you are passionate about Get promoted Recognition from colleagues / managers Gain clients, market share
Do you have the support you need? Position TL as a win/win/win for your company/manager/you. Copyright 2014. Turningpoint Communications. Unauthorized use is strictly prohibited. 6
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Take it to the NEXT level
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Company Increase sales Brand Awareness Recognition Industry Standard Patents, Trademarks
Career Go into Business/Consult Advancement: Job, Company
Board Appointments Validation of knowledge Bonus / Perks Editorial Board
Personal Education / Academia
Thesis, Dissertation, Degree, Professorship, Certification
Name Recognition Awards, Honors Work-Life Balance
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Multimedia Exposure
Print:
Newsletters
Newspapers
Periodicals
Industry Pubs
Alumni Magazines
Byline articles
Whitepapers
Books / Manuals
Events: Conferences: Big D Webinars Focus Groups
Communities:
Industry Organizations / Boards: DAFP
Editorial Advisory Board
Profnet
Speakers’ bureau
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Electronic: eBooks Social Media
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Social Media Opportunities Blogs
Yahoo Experts
eHow
Wikipedia
LinkedIn . . . .
SlideShare
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Improving ROI at Strategic Events Identify appropriate opportunities
Find your key constituents
Organizations, Venues, Events
Understand what ELSE you can get:
Free admission
Booth
Travel
Understand what the organizer is looking for
Create customized speaking proposals
Tweak your proposal to accommodate their needs
Wow your audience!
Communicate in a way that makes sense to them
Attract an audience ahead of time
Follow up with your audience / organization
Track your experiences / Measure your success
Lodging Attendee List Paid
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Treasury Management Organizations
Sizing the Opportunity
AFP 145 Sessions
NEAFP 10 Tracks 90 Sessions
6 Bi-Monthly meetings x 2 sessions/each
Big D 5 timeslots
20 sessions Monthly Meetings
64 regional organizations
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Lynne Marlor, Managing Director Bank of New York Mellon Goal: Promotion, Job that she loves
Presenter
TEXPO, NEAFP, NYCE, AFP, PAFP 2012 - 2014
Participation:
President New England AFP 2012-2013
Board of Directors 2008 to Present
Published
Achieving Straight Through Processing 6/2014
Promotion!
Managing Director 7/2014
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Ray Vines, Director of Treasury, Dean Foods Goal: Treasurer, Large Co.
Participation:
President DAFP, Board
Presenter:
TEXPO, Big D, NEAFP, AFP
Laurel’s Suggestions
Apply skills/experience to design TL opportunities A bit reactive!
Volunteer Treasurer/ CFO
LinkedIn Profile: Build it out
Get published.
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Report Card Sorry Ray!
Good Job, but you can do
better!
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Meet Ira Apfel, Director of Editorial Content, AFP
Ira can get you published!
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By the Numbers AFP Publications:
AFP Exchange magazine 4 newsletters
Outside contributors to monthly articles: 13 for AFP Exchange 24 for newsletters
Content needed each year: 418 articles
1,024 pages 500,000+ words
Total reach: 40,000 worldwide 50 states 100+ countries CFOs, treasurers, VPs
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The Editorial Process Building the editorial calendar
Setting deadlines
Working with advertisers, sponsors, exhibitors
Working with writers, ghost writers
Assigning topics, sessions
Where I get ideas from
Editing, copyediting, design and final layout
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What we’re looking for Ideas!
Insights – your experience counts
Questions answered
“Why should I care?”
Tell me a story – case study or timeline
Give me advice – checklist
What worked, what didn’t
Evidence (chart, bio, photos)
Copyright 2014 Turningpoint Communications. www.turningpointcommunications.com
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What we’re NOT looking for Product pitches
Super Vendorman
This doesn’t FLY!
Clichés
Wandering focus
Get to the point!
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Working with Writers / Speakers Don’t be afraid
To try something new
Be unique! Unique is GOOD!
Don’t be sensitive
Meet the deadline
“Spellchek”, “proofred”
Read about an issue – ask me for one!
Don’t give up
Copyright 2014 Turningpoint Communications. www.turningpointcommunications.com
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Where to Begin: Tell A Story. A Success Story
• Situation
• Opportunity
• Achievement
• Result
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Recap: How to Pitch / Propose Understand exactly what the publication is looking for
Understand the stylistic/ topical / nuances of the various publications / outlets / organizations
Meet the Deadline
Find an advocate from within
Follow Up!
Submit your best
Lead with their client base
Success Stories / Case Studies / Unbiased ALWAYS!
If at first you don’t succeed, try, try again!
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Recap: Give Them What They Want What publications are looking for
Relevant
Timely: Fit with their Editorial Calendar and DEADLINES!
Big Names / Brands
Advertisements / Big Spenders
Treasurers only?
Each publication / media type / organization / event has different requirements, preferences, styles
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Getting Started or Re-energized
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Your Questions?
Ideas?
Discussion.
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Laurel Egan Kenny, MBA, MCM Laurel Egan Kenny, MBA, MCM, is founder, owner and president of Turningpoint Communications, a marketing communications and training firm focused exclusively on promoting the thought leadership and best practices of its treasury management focused clients — in communications, at strategic events, in the media and in the communities they serve. Among her clients are 4 of the 10 largest banking institutions in the United States. Before founding Turningpoint Communications, Laurel spent 15 years building and leading marketing teams for treasury, wealth management and foreign exchange divisions at two of the largest, Fortune 100 financial services firms, directly aligned with executive, business development and relationship managers, from whom she learned the best practices, strategy, and the trusted advisor approach she brings to bear for her clients today. In addition to running her business, Laurel presents nationally on a variety of strategic and industry topics and serves as Treasurer and Communications and Membership Chair of the Treasury Management Association of New England (TMANE), Advisor to the Association of Financial Professionals (AFP) and President of the Marshfield Massachusetts Chamber of Commerce. Together with her family, she is also an active volunteer at Sowing Seeds and the Eames Way Elementary School, in her hometown of Marshfield, Massachusetts. Laurel holds an M.B.A., an M.S. in Communications Management, and a B.A. in English and Communications, all from Simmons College, in Boston.
Laurel can be reached at: [email protected], www.turningpointcommunications.com, 781-834-3308 (office), 339-793-3485 (mobile)
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Contact Information Laurel Egan Kenny
339.793.3485
Ira Apfel
310.961.8881