Planning is essential Before embarking on your brand quest, set specific goals. What do you want others to think when you speak about yourself? Take a critical and objective look at where you are now. Set realistic goals based on those observations. These goals should not be hollow. It is easier to create a map when you know your destination. Find your niche Where do your opinions diverge from the conventional thinking? What aspects of your expertise have not gotten enough attention? What sets you apart from those who have already created their personal brand? Knowing this information will help you further define your own identity. Treat it like a strategy game In strategy games, you need to think several moves ahead. You need to have contingency plans for your opponent’s activities. The best time to come up with alternatives and branding ‘moves’ is before you go live with your ideas. Engage social platforms You have been told that you need to have a presence within every single social networking sphere. Each audience is different. Each sphere adds to your brand and your personal reputation. Start with two or three methods of engaging your audience. Use forums and LinkedIn. Use Twitter and your personal blog. Pick two of these platforms. Watch the activity within these arenas to determine whether they are appropriate for your needs. Perform a trial run Before joining a networking group, starting a blog, or enacting another tactic, make sure that you can follow a schedule. Consider your time, your will, and your level of interest. Well begun is only half done. Execution is the next step After developing a framework for your personal branding strategy, you need to execute your plan. Each step for the first year should be planned. What steps will you take? Interaction You know who the movers and shakers are within your field ... so find out what organizations they are a part of! AAPC is a perfect start. Find three members whose careers you emulate and get to know them. How do you think they would respond if you asked them for advice? Planning and Scheduling Create a schedule which is based on your personal habits. Planning is the foundation of your personal brand. Execution builds the structure of that brand. Your brand is your business and your reputation. Start with “Market Myself Monday” and “Follow-Up Friday”. Try that for three weeks--see what you gain from one hour spent at the beginning and end of each week in this sort of purposeful interaction. Grow from there and see what happens!
Where do your eyes go? What do you read? 50% of people look at the top paid result (lots of people ignore the SEM because they know it’s a paid commercial) 100% of people look at the top organic result Think of SEO as OWNING and SEM as RENTING
Login to “Hyatt-MEETING” Access Code it Adirondack-SAV2012
Agenda• Learning Objectives• Introduction to Networking Fundamentals• Personal Branding• Social Media• Social Networking Sites• Scope• Creating a Social Media Plan for Your Program• Questions and Walk-Throughs• Mobile Insights
Learning ObjectivesAt the end of this session, you will be able to:•Demonstrate an understanding of the value and purpose of networking –online and in real life•Evaluate your current personal network and its implications.•Create a personal branding plan that considers digital components.•Extend this personal branding plan into a PROGRAM plan•Define nuances between social networking and social media as well asother digital platforms.•Explain the business uses for popular social networking sites: Twitter,Facebook , Google+, and LinkedIn.•Apply the information learned to create a social media presence for yourparalegal program and its students.•Briefly explore the wider implications of social networking on overalldigital marketing
What is a Social Network?Reasons for Networking•Connecting with others•To Pre-Position resources•Professional Development•Personal Branding•Others?
Networking Best Practices for In-Personand Online Experiences•Look the part•Have something to offer•Have a well-developed self-introduction•Use your ears and mouth proportionately•Foster the relationships you already have•Engage in confident conversations
What is a Brand?A brand is a perception or emotion, maintained by a buyer or prospective buyer,describing the experience that is related to doing business or consuming productsand services.
“The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark.” Tom Peters
Who are You and What do You Want?I am a (describe your professional title)I work with (your client/customer)Who are looking to (your customer’s main challenge)Which means that (unique result of your influence on thischallenge)I’m always interested in (what is your personal branding goal?)
Who are You and What do You Want?I am a Program Director of ABC University’s Paralegal Program.I work with individuals who are launching their legal careers tofind challenging and rewarding work while improving the legalsystem in their community.This means that I get to work with students as well as educatorsto offer one of the most highly-rated programs of its kind in ourregion.I’m always interested in meeting people who are consideringreturning to school to become a paralegal.
Networking Around the ConferenceWe’ve discussed some of the Best Practices of Business Networking. As you enjoythe remainder of the conference, try these questions to prompt yourconversations with people previously unknown to you. Let’s start with our ownsmall group – as we take a break, let’s network around the room for practice:•How did you get involved in paralegal studies?•How long have you been a member of AAFPE? Have you attended other events?•Is there anything special that I can do to help you enjoy your experience?•What other organizations are you involved with?•What do you enjoy doing in your spare time?•What are your expectations of the conference?•Would you like to connect on Linkedin?
Your PROGRAM Branding Plan: 4 Simple Steps1-Self Assess: Where are you now? What do you do online and in person tomarket your program at this time? 2-Be realistic: Don’t plant a garden that you don’t plan to feed andwater. Social media is about engagement. It’s about relevance. It’s about content.If you’re not prepared to share these things, that’s okay … but consider thisbefore entering into the social space.3-Give it time: Personal branding results take time and are measured in severalways. Dip a toe in the water, and strategically enter into new channels/tactics.4-Measure what works: Keep track of where you are now (baseline) and useart and science to measure growth. Don’t ever allow yourself to fall into the trapof later saying “We set up a Facebook page, but it hasn’t really worked for us”
http://vimeo.com/11551721 QuickTime™ and a decompressor are needed to see this picture.
• By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social network.• Years to reach 50 million users: Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.• % of companies using LinkedIn as a primary tool to find employees….80%• 80% of Twitter usage is outside of Twitter…people update anywhere, anytime…imagine what that means for bad customer experiences?• Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen.• Wikipedia has over 13 million articles…some studies show it’s more accurate than Encyclopedia Britannica… 78% of these articles are non-English.• 25% of search results for the World’s Top 20 largest brands are links to user-generated content.• 78% of consumers trust peer recommendations.• Only 14% trust advertisements.*
Learn and Launch – What do you need?• Résumé• Short Personal Bio• Head Shot (digital photo)• Website or Blog Address• Consistent Contact Information
GoLive: Walking through the sitesthemselves online in real time
Content is KING: Sharing content with your stakeholders• LISTEN FIRST--• Google News search for relevant postings• Vary your content type: • Promote yourself no more frequently than ¼ • Engage! • Information • Feel Good• READ through everything that you post• Your business handles ARE your personal handles
BLOGGING is da’ BOMBhttp://www.criminaljusticedegreeschools.com/top-paralegal-bloghttp://www.rasmussen.edu/degrees/justice-studies/blog/top-bloghttp://theempoweredparalegal.com/Remember—LISTEN first!
Why it all matters … Looking at the scope of InternetMarketing and visibility for yourself and your program
Search Engine Results Page (SERP)Paid Paid Search (PPC) GoogleSearch Places getsgets you Google Map you here.here. Where are your Now, please put eyes drawn on this yourself in the Organic Search page? of one of shoes Local these business If you were the owners. SEO consumer gets conducting this of What are some you search, what might the things that you yourinfer about can next action here Google Places be? Internet Marketing (blended) for your business Paid Search (PPC) from this search? Organic Search
(Source: “Eye-Tracking Google SERPs - 5Tales of Pizza”, SEOMoz.org, October 2011)
Search - Where the Money is… 39 Source: IAB Full Year 2011 Report, released April 2012
Learning ObjectivesAt the end of this session, you will be able to:•Demonstrate an understanding of the value and purpose of networking –online and in real life•Evaluate your current personal network and its implications.•Create a personal branding plan that considers digital components.•Define nuances between social networking and social media as well asother digital platforms.•Explain the business uses for popular social networking sites: Twitter,Facebook , Google+, and LinkedIn.•Apply the information learned to create a social media presence for yourparalegal program and its students.•Briefly explore the wider implications of social networking on overalldigital marketing
Thank you!It’s been a pleasure joining you! Please keep in touch with me via Linkedin.I work with businesses of varying size and scope to connect with their targetaudiences in the digital marketplace, utilizing the capabilities of one of the largestmedia companies in the country. I am always interested in meeting marketingdecision-makers! Cyndee Harrison CHARRI11@mlive.com 313-720-7808