【正文】 xample of an anization that has fully embraced the foundational ponents of a trademark program. They are a pany that understands the potential impact of Web technologies and the ability to create viral marketing. They state on their web site that they believe that actions speak louder than words and are dedicated to solving business problems by helping clients use their marketing to do things for their customers instead of just saying things to them. Instead of the normal marketing efforts such as building an online web site, brochures, and product announcements, they have utilized several facets of the world. Zeus Jones may not be the first person or anization that operates on the fringes of the Web area but they are the first anization that has gone public with it. Not as a trial balloon but as an over arching corporate strategy. 15 Ways Tip… Work the fringes and be willing to take risks in this new and confusing world. What are they Doing? ? Created a profile on LinkedIn to highlight their past experience and knowledge ? Created Music that could be downloaded ? Created desktop art with the pany logo ? Created case study videos YouTube ? Created and mented on blogs about business, brands, and special interests ? Created cell phone ring tones ? Listed goals values on 43 Things ? Entered an online sewing contest ? Created a “Zeus Jones” figure in one of the largest virtual worlds “World Warcraft” ? Made predictions at “” ? Developed RSS feeds to daily information 15 WAYS R. Todd Stephens, . Slide 17 of 19 Realize That You Are Labor! 15 Way th The diminishing demand for the technology professional (Labor) has an inverse relation to the Increasing Demand for Talent. Talent Competes on a Global Scale While Labor Competes on a Local Scale… Think About It 15 Ways Tip… Renew Your Passion Refresh Your Skills ReInvent Your Purpose ReImagine Your World 15 WAYS R. Todd Stephens, . Slide 18 of 19 Summary We all Can Compete! Who Am I? Publishing Online Presence Trademarks Weblogs Networking Resume CV Inventory Speaking Enterprise “If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff. U. S. Army 15 WAYS R. Todd Stephens, . Slide 19 of 19 About the Author R. Todd Stephens, . R. Todd Stephens is the Technical Director of the Collaboration and Online Services Group for the ATT Corporation. Todd is responsible for setting the corporate strategy and architecture for the development and implementation of the enterprise collaborative and metadata solutions. Todd writes a monthly online column in Data Management Review and has delivered keynotes, tutorials and educational sessions for a wide variety of professional and academic conferences around the world. Todd holds degrees in Mathematics and Computer Science from Columbus State University, an MBA degree from Geia State University, and a . in Information Systems from Nova Southeastern University. Todd has been awarded four . patents in the field of metadata and collaboration as well as coauthored books on webenabled applications, open source, virtual workspaces, web and collaboration. His uping book will focus on the elements of building professional trademarks presented here. Enterprise Metadata Blog: Collaborage: Enterprise Blog 15 WAYS R. Todd Stephens, . 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