Week 2.2 Using The Social Web For Social Change - October Intensive Sunday (#bgimgt566sx)

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Presentation at the October Intensive on Sunday for the BGI (Bainbridge Graduate Institute) course "Using the Social Web for Social Change". Topics included Opening Circle, Privacy Followup, Personal …

Presentation at the October Intensive on Sunday for the BGI (Bainbridge Graduate Institute) course "Using the Social Web for Social Change". Topics included Opening Circle, Privacy Followup, Personal Brand, "The Future You", Discover Your Brand, Create Your Brand, Communicate Your Brand.

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  • 1. Sunday Intensive Personal Brand Identity, Reputation & the Future You Sunday, October 4th, Room 105
  • 2. October Intensive: Saturday Opening Circle Followup Personal Brand Agenda “The Future You” Discover your brand Create your brand Communicate your brand
  • 3. Tells us: In 30 seconds, what is Opening Circle the one thing that you absolutely excel at, that above all else you are better at then almost anyone else?
  • 4. The Online vs Offline Life “The lines are blurring”
  • 5. Followup Discussion What new thoughts have you had since yesterday on issues of privacy? Any changes?
  • 6. Followup Discussion What new thoughts have you had since yesterday on issues of privacy? Any changes? A discussion of privacy differences between generations & gender
  • 7. Personal Brand “The Future You”
  • 8. What is Brand Brand is a perception or emotion, maintained by a buyer or prospective buyer, that describes his experience related to doing business with an organization or consuming its products and services.
  • 9. What is Brand Brand is a perception or emotion, maintained by a buyer or prospective buyer, that describes his experience related to doing business with an organization or consuming its products and services. Commodity: Coffee $0.99 Brand: Starbucks $4.69 Brand: sneakers into nike Brand: diamonds into tiffany’s Brand:
  • 10. What is Personal Brand? A perception or emotion, maintained by someone other then you, that describes the total experience of having a relationship with you.
  • 11. What is Personal Brand? Personal Brand first showed up in 1987 when Tom Peters wrote “The Brand Called You” for Fast Company magazine We are the CEOs of our own companies It is the process by which you market yourself to others It is what makes you unique Or more importantly, what someone remembers that is unique about you It is how you make a difference and how you communicate that difference
  • 12. What is Personal Brand? How you present yourself Your uniqueness Your skills and abilities Your image Your potential You as a person – your “humanity”
  • 13. Your First Impression A first impression is usually made in less than 30 seconds Studies have shown it can take 21 new interactions to change that first impression
  • 14. Why is Personal Brand Important Who currently controls your brand? Your employer? Google? Does your personal brand serve you? If you search in google for your name, do you come up? If you search in google for your professional speciality, does your name come up? Is the knowledge you share with others considered to be authentic? Or are you interpreted to be a spokesman for others?
  • 15. Benefits Increases your visibility and presence Demonstrates your competence, experience, and contributions Differentiates yourself from others Gain confidence in your own abilities Increases your level of engagement Focuses you on your goals and objectives Leverage your social network
  • 16. Career Increase your career opportunities Resumes are dying no one trusts a resume
  • 17. You You are unique and original You are a leader and influential You deserve to be compensated for your passions You want others to believe in you You are credible and authentic You want others to be able to market you
  • 18. There are negative connotation to personal Self-Promotion branding Because it related to self- promotion
  • 19. There are negative connotation to personal Self-Promotion branding Because it related to self- promotion Self-promotion is only bad when practiced at the expense of others
  • 20. There are negative connotation to personal Self-Promotion branding Because it related to self- promotion Self-promotion is only bad when practiced at the expense of others It doesn’t have to be bad if it is used for good
  • 21. There are negative connotation to personal Self-Promotion branding Because it related to self- promotion Self-promotion is only bad when practiced at the expense of others It doesn’t have to be bad if it is used for good It is good when you provide value
  • 22. Personal Brand and the Corporation Corporations often discourage personal brand An individuals personal brand does not belong to the corporation ...thus corporations fear investing in personal brand and then someone leaving Executives with their own personal brand may fear usurpation ...and thus may play politics against Too many voices can dilute a corporations message and brand ...thus have policies to limit number of voices
  • 23. Value of Personal Brand to Corporations An employee with personal brand is considered to be a “more authentic” then a spokesperson Personal brands in a company can help a company appear more human Personal brands can say things that a corporation wants to be heard, but can’t say Personal brands increase the value of their most important asset, their people
  • 24. Discover Your Brand “The Future You”
  • 25. Your Personal Brand All that you are should support your personal brand You are a whole person, not just your profession Is your personal brand powerful to people to know you? Does a clear, concise, positive idea come to mind when people think of you? How about people that don’t know you?
  • 26. “Tag” yourself using separate post-it notes: Tag Self Write down three, short (2-3 word) phrases that you use to introduce yourself Describe the three things you are most passionate about Describe three thing unique about yourself
  • 27. “Tag” everyone Wander quietly and “tag” Tag Others your fellow students on their back with post-it notes. Use a word or short phrase. Focus on what makes them unique Gift them by with an acknowledgment of something they are good at they may not know Write something you found most memorable about them
  • 28. Find an opposite partner Pick a personal you know Tag Review the least, whom you were least able to tag They will be your partner for this round Take all of the tags off their back
  • 29. Take turns and compare the lists of tags that you Tag Review wrote for yourself, and those that others wrote for you. Discuss how are they the same and how are they different. Ask your partner to help you identify three key phrases that are most important and effective at evoking “the authentic you”
  • 30. Defining your Personal Brand Understand your SWOT Strengths – personal attributes that help you Weaknesses – personal attributes that hinder you Opportunities – external conditions that you can leverage and exploit Threats – external conditions that hold you back or may hurt you
  • 31. Strengths & Weaknesses What are your personal strengths? What do you offer that your market finds relevant? What other strengths do you have that are not part of what you think offer? What passions? What values do you hold and how do you demonstrate them? How can you better leverage your strengths? What are your personal weaknesses? What habits and limitations get in your way? What weaknesses can you change? What weaknesses can you integrate?
  • 32. Opportunities & Threats What are your opportunities? What is changing in the world that you want to be a part of? What is changing in your life? What are your threats? What external factors are holding you back? How can you mitigate those challenges? PESTLE What is changing Politically, Economically, Socially, Technology, Legally, and Environmentally that will affect your future life?
  • 33. Create Your Brand “The Future You”
  • 34. Creating Personal Brand What is your current personal brand? How do you currently project it? What words and phrases does you currently use? Are they unique enough? Are they evocative enough? Does the the way you present yourself consistent with your brand?
  • 35. Focusing Your Personal Brand Differentiate yourself from your peers Who are your colleagues, your competition? What is it that you offer that is unique? What words and phrases do you use? Being careful with key phrases and wording can avoid difficult connotations Do your services to reflect your personal brand? What services do you wish to offer that have been difficult to market?
  • 36. Tangible Assets Tangible Assets Your website or blog Your business card Your resume, portfolio and references Your social network
  • 37. Intangible Assets Intangible Assets Name Appearance Competencies Personality Mission Vision Values
  • 38. Building Your Personal Brand Position your focused message in the hearts and minds of your target audience Deliver your message clearly and quickly Persist and be consistent in your marketing efforts Project credibility Don’t forget the basics Who are you What do you do What makes you unique Most importantly: be authentic and honest
  • 39. Communicate Your Brand “The Authentic You”
  • 40. Your Brand Name Decide what kind of name to use A unique personal name or moniker ChristopherRayAllen – my full name ChristopherA – my preferred moniker A meaningful word or phrase you can claim Alacrity – “cheerful promptitude” is my core word Life With Alacrity – my blog and typical first contact Alacrity Management, Alacrity Ventures, Alacrity Ventures are sub-brands A nym (a pseudonym) Tenebrass (only 339 google results) vs Tenebras (1m+)
  • 41. Account Best Practices Use same account name, spelling, upper case, nicknames, and logins across all platforms. Max 15 characters No punctuation Avoid numbers Use namecheck.com & knowem.com Try to own the domain even if you don’t use it Use CamelCase when first registering Have a backup nickname Close as possible to preferred nickname
  • 42. Consistent Style Same personal avatar image on all public platforms Same or similar description and keywords When possible, use similar fonts, colors, artistic style, etc. I use nicely kerned elegant serifed font for logo I elegant san-serif fonts in body copy Gill Sans in presentations Trebuchet in web pages Colors largely the same on blog, business card, presentations, even my shirt for important conferences
  • 43. Avatar Ideally a closeup of your face People have a much larger ability to remember faces then names Put your face anywhere people may need to remember you My face is on the back of my business card If you have privacy concerns, consider commissioning a unique caricature
  • 44. Consistency Be consistent Have one consistent personality (or message) in lots of different places, not a different personality (or message) in each place Because the world is small and the people who meet you in one place, you will meet in another place also
  • 45. Given the important words from your tags: Related Keywords Use google suggest to find related words Are any of these two word phrases worthy of a blog name?
  • 46. Google Search: Alacrity http://www.google.com/search?q=alacrity
  • 47. Know your Keywords Make sure every page you use has the important ones Make a list for yourself Look at words of your colleagues & competitors Look at search logs to see which are searched See which keywords are indexed more Use noun, adverb, adjective forms if possible Know the synonyms Be particularly careful with keywords in titles
  • 48. roots: your important life influences and beliefs Tree of Life trunk: your life structure, particularly those aspects that are quite firm and fixed branches: key relationships and connections, directions, interests, how you spend time leaves: your unique information and knowledge - and sources thereof buds: your ideas and hopes for the future, and their potential fruit: your achievements flowers: what makes you special, your strengths thorns: your sharp edges
  • 49. BGI Guides
  • 50. BGI Guides What are topics? Review scope Blog Search for related blogs
  • 51. Questions? Feedback? ChristopherA@LifeWithAlacrity.com NO Elluminate Monday! Next is Elluminate Session C October 12, 2009: 7pm PT