Social media for academics
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Social media for academics

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how academics and researchers can use social media to build collaborative relationships

how academics and researchers can use social media to build collaborative relationships

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  • 1. Personal Branding for Academics Dr Alan Rae – Managing Partner www.howtodobusiness.com Copyright Dr Alan Rae 2010 1
  • 2. Personal Branding 1. It’s b t 1 It’ about generating opportunities. ti t iti 2. You need a strong story that connects you to your peers. g 3. You have limited time for sales and marketing – 12 hours are what SME owners do. 4. 4 You can use the internet to develop new contacts. 5. 5 We can help you achieve this Copyright Dr Alan Rae 2010 2
  • 3. What’s your story? y y • You need a narrative that connects you to the people you can work with and motivates them to collaborate with you. It should be y Compelling – Relate you emotionally to the listener – Phrased in their language – Attract them to work with you • It needs to be absolutely crystal clear and unambiguous about what you do and why why. • All our research shows that people work with p p people that they know what they do y y Copyright Dr Alan Rae 2010 3
  • 4. Getting your story right One exercise that I find useful is to compare our needs and values with those of partners p This can give us a framework in which we can develop compelling narratives. ti This is all about values and how people think 4 www.synergy-global.com Copyright Dr Alan Rae 2010
  • 5. How do I tell it? • Y can tell i i writing, f You ll it in i i face to f face or online • For most of us building contacts involves face to face activity – the action of the play. • The scenery is the online / written collateral • The next slide shows your options Copyright Dr Alan Rae 2010 5
  • 6. Approaches to pp Market Copyright Dr Alan Rae 2010 6
  • 7. Criteria for spending much time online • Balancing on li and offline? B l i line d ffli ? • National vs Local? • Scalable – or not? • Transactional– Transactional or relational? • How much do I believe in chance and random connections? d i ? • Academics are global and non scalable Copyright Dr Alan Rae 2010 7
  • 8. On line networks work the same as face to face ones • P People h l have to lik you and trust you like d before they follow and recommend you. y y • You need to get to know people first before you can convince them in a face to face relational process • Doing small favours helps. • The online world works in the same way – but you have much greater reach Copyright Dr Alan Rae 2010 8
  • 9. How networks operate p Networks are lumpy and uneven. This map of the internet that Lucent p py p produced in the 90s shows there are some really dense nodes that have many connections – while most have very few. Sales agents know lots of people and use their connections to do deals and generate money. It’s the same on-line – some people are much more known and connected than others. We find the same patterns occurring in networks, markets and anywhere that people make a free-ish choice about what they do, read or whom they associate with.It follows a power law. The second player in a market has half the market share of the number 1 player the third has a third the player, third, quarter has a quarter etc. If the leader has a 40% share then the number 2 has 20%, the number 3 has 16% and the number 4 has 10%. . Copyright Dr Alan Rae 2010 9
  • 10. Branding is about being noticed by influencers • Find t h t Fi d out what conferences they go to and join i f th t d j i in. • Work conventional membership organisations • Write in the right journals and periodicals • Understand what motivates the influencers, • If we need to go on-line we can use linked-in, blogs and follow them on Twitter • BE CLEAR ABOUT WHAT YOU DO - AND WHY IT’S IMPORTANT TO THEM Copyright Dr Alan Rae 2010 10
  • 11. Developing Trust • People trust people • That are clear about what they do y • That have a good reputation –Know their stuff Know –Do what they say –Are likeable or easy to work with • That get back to them quickly • That practice “givers gain” Copyright Dr Alan Rae 2010 11
  • 12. Exercise – list 10 important p contacts in 2 disciplines Copyright Dr Alan Rae 2010 12
  • 13. What to do with your 12 hours • Find Fi d a peer group t network with to t k ith • Be crystal clear about what you do • Get back to people quickly • Practice “Givers Gain” – do small favours Givers Gain • If you need to build an online presence – Yo can write one blog article and keep a presence You rite on one and a half social networks per week – Focus on Linked-in then Ecademy which combines on Linked in line and offline • Above all - LISTEN Copyright Dr Alan Rae 2010 13
  • 14. You can be referred or you can be found • Being found on line means understanding what people are looking for and using those phrases – called keywords – to tag online objects. • Si l you have to research these – you could Simply h t h th ld do that by running a Google ad-words campaign – - or by using twitter • And then you need to put them in certain specific places in web sites, in blogs, on photos and videos etc. Copyright Dr Alan Rae 2010 14
  • 15. When they notice you y y they check you out • You need something for them to find • Stories about you – PR • Profiles on social media • 10 things people really ought to know about your area of expertise • White papers to demonstrate thought leadership • Case studies and examples of your work • Testimonials Copyright Dr Alan Rae 2010 15
  • 16. Particularly y Testimonials • In today’s business world people believe their peers – not the experts - ebay/amazon ratings • And certainly not the marketers • So make it easy for people to sa good things eas say about you • Why what you did was worthwhile • And hand out a few of your own to people you genuinely rate • It really does pay to be thoughtful about this Copyright Dr Alan Rae 2010 16
  • 17. Many disciplines are small and traditional • You need to be known • You need to have a good reputation • Your face has to fit • You need others to speak for you • This is traditional old boy networking • Online new girl networking is j g g just the same Copyright Dr Alan Rae 2010 17
  • 18. But you can use Social Media to speed it all up • S i l media are online networks Social di li k • The same rules apply as in face to face networks – Reciprocity – Listen before you talk – Be polite – Be helpful p – Be clear about what you do and what you want Copyright Dr Alan Rae 2010 18
  • 19. The web runs on words • So you need to know how the keywords and tags operate • A dh And how t fi d th to find them and d l th d deploy them • And how it all connects together g • We call this “Punch above your weight” Copyright Dr Alan Rae 2010 19
  • 20. How you do it • Fi t turn your story into keywords First t t i t k d • Test them using Google ad-words • When you’ve got them put them into – anchor text • S ll B i Small Business M k ti course sits over Marketing it • www.1manbrand.co.uk – Headlines page title keywords metatags Headlines, title, – Tags for any online materials you create • Create additional places you can link from – Blogs, Social network sites, other people’s sites Copyright Dr Alan Rae 2010 20
  • 21. Use them as Meta-tags g • Description Tag is key –it s the description of it’s your page within the search engine report. If you don’t have it Google will cobble together some g g tosh from the page that you can’t control • Use most important keywords to make a strong 60 character title tag • H Have th most relevant keywords f the page in the t l tk d for th i the keywords tag • And make sure each page is different and relevant Copyright Dr Alan Rae 2010 21
  • 22. Now you’ve got them – what do you do with them? • Put them in the anchor text of inbound links from partners – you may have to negotiate individually but it’s worth it y • Set up an affiliate link programme • Put them into your email auto signature y g • Build them into your auto signature when you’re blogging or posting where Google will see it • Use them for brand consistency with your off line messages • U th Use them t Tag your Blogs to T Bl • Create your own environments Copyright Dr Alan Rae 2010 22
  • 23. Your online toolkit. You can create structures like this to get noticed by influencers Copyright Dr Alan Rae 2010 23
  • 24. Social Media – Summary Ecademy Facebook Linked-In Linked In Ask to connect if you Look at profile - ask p know them. Get Connection Mechanism to connect Ask to connect introduced if you don't Can you see profile of someone you're not connected with ith Yes Y No N Yes Y Primary Use Business + Social Social Business Typical User Small Business Individual Corporate y Connection Style Random Amongst Friends g Deliberate Groups and Clubs yes yes Yes y Rich Media Friendly A bit Yes No Copyright Dr Alan Rae 2010 24
  • 25. Source Media Blogs, Ecademy, YouTube • Ecademy • Ecademy is a smaller networking site but it’s a good place to start – the subscription is £10 per month. You can network online and offline with 100,000 other members worldwide. It also lets you – Create blogs – Advertise in the Market Place – Form special interest clubs p – Take part in discussions, seek advice from other members or give advice in response to the posts of others – If you devote time to learning to use it – it really is a school of online marketing. marketing • 2 unique features make Ecademy important: • It runs face to face meetings as well as online networking. • Google l k at it every d and anything you post th G l looks t day d thi t there, if you use keywords properly will deliver a search engine linking bonus. • It definitely has a pivotal role in an online marketing strategy. You can contact all of your connections once a month month. Copyright Dr Alan Rae 2010 25
  • 26. Source Media Blogs, Ecademy, YouTube • Blogs g • We standardized on Wordpress because – It’s easy to use – It integrates with your own site – You can build it into a site – It’s customizable – The tagging is foolproof – You can link to other sites via your blog roll. • There are 2 flavours, .com and .org. The .com version is hosted by Wordpress, has everything in it you need and you can just set up. • The .org version is downloadable - you have g y host it yourself or you can buy a site already set up via Just Hosts • It’s very easy to set up and use and will be a main building block of y g your on-line activity. y • A Blog can be an ideal business tool as long as you can generate 300 - 400 words of well written copy every 7-10 days. If you put a Blog on the front page of Ecademy every week you’ll b i th t 100 Bl k ’ll be in the top Bloggers. Copyright Dr Alan Rae 2010 26
  • 27. Source Media Blogs, Ecademy, YouTube • You-Tube • YouTube lets you upload short videos. These can be embedded in web sites or blog pages or online profiles to make them more interesting. • If you embed them in a page you get a lot of marketing data about who’s watching it. • On our Turkish Villa site I’ve embedded a video about Bodrum http://www.seaviewturkey.co.uk/gallery_v.html http://www seaviewturkey co uk/gallery v html • We can get Google analytics data on the video but also the demographics about who’s looking at it. So we can who s retag the video with the best keywords and boost the rankings. • For business you can create your own channel about your own offers. Copyright Dr Alan Rae 2010 27
  • 28. Carrier Media Twitter, RSS • You need to know about twitter – • Its pure permission marketing. People follow you if what you say is useful. If you bore them – they’ll abandon you. y y y y • You’ve 140 characters to make your point. You can link to something you want to signpost – a Blog, an event, an offer. • Be interesting and converse - don’t broadcast • Tweetdeck helps you sort the conversations out • H tS it can automate your “business” posts. Chat with HootSuite t t “b i ” t Ch t ith colleagues, re-tweet items of interest and use it to inform and entertain. No more than 15% promotion p • Twitterfeed helps you feed material to it. • Route blogs and other posts via twitter to end user destinations in Facebook and linked-in. Copyright Dr Alan Rae 2010 28
  • 29. Sink Media Linked-In, Facebook • LINKED IN • Most t M t transactional network ti l t k • You can only connect directly if you already know them via a first circle of people that you are directly connected toto, a 2nd circle of their connections and a 3rd circle of their connections. You have access to these people only by invitation. p p y y • To connect to a specific individual I can search for “Google vice president” I found one who’s a senior programmer in Krakow. 14 people who k K k l h know me k know someone who knows him. To contact him I can get a referral • Good for recruiting or structured selling particularly into corporates. • Groups (IOD, CIM, ProMarketing Forum) help you get known by asking and answering questions Copyright Dr Alan Rae 2010 29
  • 30. Sink Media Linked-In, Linked In Facebook • FaceBook • I’ts allows 3rd party applications and is I ts good at importing pictures and videos • It blurs boundaries between ‘professional’ and ‘social’ worlds Fine if professional social worlds. you live blamelessly. • Special interest groups can be created such as ‘Facebook for Business’ or indeed “How to do Business” which has acquired 600 members with very little energy being applied. • RSS f d can pull i content f feeds ll in t t from your blog or other source – Wordpress widgets or twitter feed. • Facebook Flyers can be accessed from the ‘advertisers’ section at the bottom of your profile page. If you want to reach p p people from Generation Y as employees p y or customers it may be worth reviewing. Copyright Dr Alan Rae 2010 30
  • 31. Branding to do list • List 50 peop e you need to meet a d how s people eed o ee and o – They can find you – You can get introduced to them – You can collide with them • Use social media to create the scenery – join linkedIn • Build profile join groups contribute – Use PR – Build Collateral library - 7 things you should know – white papers etc – Create a form for people to sign up for these so you can email them – Build Social media profiles – Connect it all together Copyright Dr Alan Rae 2010 31
  • 32. What next • Visit www.howtodobusiness.com for details on the services we provide. • If you are interested in Market planning try our free teleclass http://marketingbasics.eventbrite.com • If you are interested in Business planning try our free teleclass http://basicbusiness.eventbrite.com • Or consider buying one of our e-books at http://www.howtodobusiness.com/howtodobusiness-e-books.htm • More information from Alan Rae on 0845 094 0407 alan@howtodobusiness.com alan@howtodobusiness com Copyright Dr Alan Rae 2010 32