Online Personal Branding | LoDo District
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Online Personal Branding | LoDo District

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Communications Manager Angie Pascale (@angiepascale) presented at a young professionals event for The LoDo District. She discussing how to create and manage your online personal brand, specifically ...

Communications Manager Angie Pascale (@angiepascale) presented at a young professionals event for The LoDo District. She discussing how to create and manage your online personal brand, specifically through social media networks. The event is taking place on Tuesday, November 1 at The Wine Loft (1527 Wazee Street), starting at 5:30 p.m.

The LoDo District is a membership organization that supports Lower Downtown (LoDo) Denver’s, unique historical, cultural and retail neighborhood, through marketing, education and advocacy. LoDo is the oldest and original settlement in Denver, and is now home to numerous restaurants, bars, retail shops and businesses, including Location3′s current office.

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  • We’re digital marketing
  • We’re always talking with clients about online advertising and branding for their company, but the same principles of branding that apply to corporation, apply to you as a personDoesn’t matter you role either, CEO, president, data entry specialist, whatever, you can create a personal brand for yourself using various online sites and resources, and control page 1 of search resultsWith rise of universal search, this is extremely important because every
  • LinkedIn – ranks extremely well, even if you don’t do much with it. If you have a profile, it’ll most likely rank in the first three listings, make sure it’s updated and represents you in the correct light
  • Vanity URL – make it your first and last name or common pseudonym so you can be found easilyAnchor text links – you get three, make sure you name them with relevant keywordsBio – make it accurate, up-to-date, personal and informal
  • Documents – use application to add any relevant documents; e.g., I add press releases and white papers I’ve written, you can add whatever fits youQ & A - Participate in Q&A to show off smarts, even if it doesn’t lead to new biz or that’s not your objective, it shows that you’re intelligent and helpful
  • Update privacy settings – FB changes them all the time without announcing it, make sure you’re awareVanity URL – if you want to be found on FB, make sure your vanity URL is your nameEdgeRankTimeliness – Wall post visibility deteriorates age at a very rapid pace.Interactions – The more likes and comments a post gets, the longer it lives.Personalization – Facebook refers to it as “affinity score,” but what it means is the more a user interacts with another user or page, the more they’ll see that user’s or page’s wall posts in the future.
  • Topics – if you were to list yourself in a directory, you’d have to choose three-five hashtags, think about it and try to stick to these topicsLists – great way to organize followers, find new and interesting followers, weed out the crapShare – don’t just talk about yourself, share links, complement others, RTExplain – but don’t blindly RT, explain why you think it’s interesting and helpfulDon’t automate – people know auto-tweets when they see them, it’s not genuine and it’s doing nothing to bolster your personal brand, in fact, may hurt itNothing is private – unless you set it to private or DM, but know that anything and everything you tweet is out there and you could be held responsible for it. And brands are watching, so don’t be surprised if they reach out to you.
  • Another element to first page of search ranking Add bio info, links, RSS feed, photos and link to other online assets Note: If you’ve disabled Google Buzz, your personal profile was deleted.
  • This is what it’s like in Google Plus. Feels like a ghost town, that may be haunted or inhabited by radioactive mutant beings. You know you’re alone, but can’t help looking around over your shoulder wondering if you should really be in there.
  • Fantastic way to control your messaging and show off your stuff
  • YOU CAN SWEEP THE NEGATIVE UNDER THE RUGCreate profiles on social media networks to push down negative or unflattering content – flickr, Vimeo, Foursquare, quora, gowalla, community profiles (e.g., Egotist, SOS); must be active for search engines to consider ranking themGuest post on other blogsBecome actively involved with charities – get your name on the committee lists, make sure you provide quotes to media, and make sure they spell your name rightGet used to saying “that’s some other person with the same name” – this works when your name is John Smith, but not

Online Personal Branding | LoDo District Presentation Transcript

  • 1. CREATING A PERSONAL BRAND ONLINE LODO DISTRICT 11/01/11 @ANGIEPASCALE @LOCATION3
  • 2. THIS SECTION’S ALL ABOUT MENO COMPLAINING. IT’S NOT LIKE YOU HAD TO PAY TO BE HERE. @angiepascale | @location3
  • 3. @angiepascale | @location3
  • 4. @angiepascale | @location3
  • 5. @angiepascale | @location3
  • 6. @angiepascale | @location3
  • 7. CREATING A PERSONAL BRANDIT’S NO DIFFERENT THAN CREATING A BRAND BRAND. @angiepascale | @location3
  • 8. WHERE PATH MEETS PRESENCE 79% of shoppers conduct at least half of their product research online before they make a purchase. Interest Research Recommendation Validation Decision 90% of shoppers trust recommendations from their friends.Sources: 2011 The E-tailing Group; E-Consultancy @angiepascale | @location3
  • 9. TURNING DECISION INTO ADVOCACY Decision Validation Recommendation Engagement Advocacy @angiepascale | @location3
  • 10. IT IS NO LONGER POSSIBLE TO IGNORE THEGROWTH OF YOUR SOCIAL CONNECTIONS ASA PART OF YOUR SEO STRATEGYSocial activity on Facebook, Twitterand Google+ is factored into organicsearch engine results on Google andBing.Marketers utilizing social media reportan average 27% conversion rate fororganic search traffic, while those notusing social media reported a 17%rate.Source: Marketing Sherpa, 2010 @angiepascale | @location3
  • 11. ONLINE BRAND ASSETSI SAID “ASSETS” FOLKS. @angiepascale | @location3
  • 12. @angiepascale | @location3
  • 13. anchor textlinksvanity URLbio @angiepascale | @location3
  • 14. groups anddiscussionsblog feedSlideshare documents @angiepascale | @location3
  • 15. update privacy settings oftenvanity URLEdgeRankcustom listsquestionsmanage tagging @angiepascale | @location3
  • 16. strategic username selectionthree to five topicsuse lists to organizeit’s not all about youexplain yourselfdo not automatenothing is private @angiepascale | @location3
  • 17. @angiepascale | @location3
  • 18. @angiepascale | @location3
  • 19. GHOSTTOWN @angiepascale | @location3
  • 20. PERSONAL BLOG @angiepascale | @location3
  • 21. presentationsdocuments (e.g., pressreleases, collateral)videos(e.g.,@angiepascale | @location3 commercial, how to)
  • 22. OTHER SOCIAL STUFFSDON’T WORRY, WE’RE ALMOST DONE. @angiepascale | @location3
  • 23. HIDING NEGATIVE CONTENT Create and actively maintain profiles on other social media networks Guest post on other blogs Become actively involved with organizations Become convincing when saying, “that’s some other person with the same name” @angiepascale | @location3
  • 24. @angiepascale | @location3
  • 25. THE DOS AND DON’TSPAY ATTENTION, THIS PART’S IMPORTANT. @angiepascale | @location3
  • 26. do not post drunken or druggedphotoshave an opinion, but avoid controversialtopicsknow the FTC guidelinesknow your organization’s social mediapolicydo not talk shit on colleagues, clients orpartnerssign up for Google Alerts for yournameuse consistent and appropriate profile @angiepascale | @location3images
  • 27. 8% of companies have firedsomeone for social mediabehaviors15% have disciplinedsomeone for violatingpolicies70% of U.S. companies havedisqualified candidates basedon what they found online @angiepascale | @location3
  • 28. ANY QUESTIONS?LET’S MAKE THIS QUICK, I NEED A DRINK. @angiepascale | @location3