Communicate Your Value - and Brand Yourself to Win (Designer Edition)
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Communicate Your Value - and Brand Yourself to Win (Designer Edition)

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Presentation to the Seattle Graphic Artists Guild on 3/27/13. Audience: design professionals. Topic: learn how to create a personal brand strategy, why it's important, how to create a personal......

Presentation to the Seattle Graphic Artists Guild on 3/27/13. Audience: design professionals. Topic: learn how to create a personal brand strategy, why it's important, how to create a personal online footprint, best practices and cautionary tales.

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  • 1. COMMUNICATE YOUR VALUE —AND BRAND YOURSELF TO WINERIC WEAVER • SVP SOCIAL STRATEGY • MEDIABRANDSMARCH 2013
  • 2. Currently SVP Social Strategy for Mediabrands (IPG)22 years in digital marketingBrand strategies for Ford, Brita, P&G, BMW and othersSocial strategies for Intel, Jack in the Box, Holland America,HP, Starbucks, HTCLast three roles came from my social media footprint!
  • 3. …yet — cobbler’s kids — not all of us can package and communicate our value — to managers, peers or clients.WE ALL BRING SOME How do we communicateKIND OF VALUE TO THE our story and our value?WORLD Prove you’re the kind of person successful businesses want? Create a visible, concise story that is easily found online? 3
  • 4.   The need for a personal branding strategy   How to craft this strategyTODAY’S TOPICS   Content   Venues for content   Best practices/ cautionary tales 4
  • 5. PERSONAL BRAND STRATEGY 5
  • 6. A PERSONAL WHUTT?A personal brand strategy is a simple 2-3 page document that can helpyou:1.  KNOW YOURSELF   Who am I, really?   How do I work? What am I like? What do I value?   What problems do I solve?2.  DETERMINE WHERE YOU WANT TO GO   Subject matter expert? Team lead? Creative?   Where do I get the most joy? Challenge? Satisfaction?   Who is my audience for that kind of role?3.  POSITION YOURSELF FOR COMPETITIVE ADVANTAGE   What are competitors saying to the market?   What makes me different? Better?   What are the reasons others should believe me?   Can I leverage existing truths about me — and suggest new truths — that will make me a more desirable candidate? 6
  • 7. Judging how we are perceived is difficult A little thought and structure around our perception helps remove subjectivityAND WHY WOULD I If you can create aNEED SOMETHING perception that betterLIKE THAT? aligns you with what your clients want — and if you can bring consistency and clarity to that perception — you can get past their time starvation and build trust 7
  • 8. 49% of surveyed hiring managers caught a job applicant fabricating resume data 34% of all applications contain outright lies about experience, education andTWO PROBLEMS ability to do the jobTRUST ISSUES FOR JOB The average cost of a badAPPLICANTS hire can equal 30% of their salary To replace them: $7k for entry-level, $10k for mid- manager, $40k for exec OUCH. SOURCES: US DEPARTMENT OF LABOR, SHRM, CAREERBUILDER.COM 8
  • 9. PROBLEM #2:TIME STARVATIONAttention deficitSmartphone addictionGirl Scouts now can earna merit badge in timemanagementHiring professionals areESPECIALLY time-starved, so asking fortheir time means a goodask, and a good story. 9
  • 10. PERSONAL BRAND STRATEGY#1) WHO ARE YOU – REALLY?WORK TRAITS – DESCRIBES THE THE PRIMARY PROBLEMROLE FIT: think #keywords. YOU SOLVE:Adjectives others would use to “I help overworked clientsdescribe HOW you do what you make smarter decisionsdo. Analytical. Collaborative. around their marketingStrategic. Consensus builder. efforts.”Investigator. Translator. “I bring clarity and usabilityPERSONALITY – DESCRIBES THE to digital channels.”CHEMISTRY FIT: adjectivesothers would use to describe “I persuade clients toWHO you are. Funny. Warm. innovate without addingHumble. Friendly. Driven. Matter- risk.”of-fact. Trustworthy. Both good & “I bring stories to lifebad. through unique, compellingVALUES – DESCRIBES THE creative.”POTENTIAL OUTCOME: what’simportant to you? Curiosity. 10Dependability. Speed. Accuracy.
  • 11. PERSONAL BRAND STRATEGY#2) WHERE DO YOU WANT TO GO?DESIRED CAREER PATH: what doyou see yourself doing in threeyears? Five years?SPECIALTY EXPERT, TEAMLEADER OR FREE AGENT? Doyou want to be the best in yourfield? Lead and coordinatepeople? Or act as a lone agentaccomplishing tasks for acompany?SUCCESS MEASUREMENT: howdo you know you’ve achievedyour goal? Salary? Title?Responsibilities? Staff? Industryrecognition? Awards? 11
  • 12. PERSONAL BRAND STRATEGY#3) HOW DO I POSITION MYSELF TO GET THERE?AUDIENCE: who do I have toconnect with and communicatemy value to, in order to advancealong the path? What do theywant to hear from me? Whatdon’t they?DIFFERENTIATORS: for thataudience, what makes medifferent? Better than the nextperson? Uniquely qualified?REASONS TO BELIEVE: whyshould anyone believe I’m better?What proof points do I have? 12
  • 13. EXAMPLE: JENA 13
  • 14. EXAMPLE: JENA •  Pursuing  excellence     •  Problem-­‐solver   •  Elegant  solu�ons   14
  • 15.   Do an HONEST assessment of where you are today – good and bad – warts and all   Tweak your traits to become aspirational —IMPORTANT but don’t be so far off- script of who you are as to be non-credible   Test your personal brand strategy with colleagues and friends 15
  • 16. CONTENT 16
  • 17. In Jena’s case, she wants to not only explore UX/UI, but become enough of an expert to become a thought leader. So we’ll suggest she both CURATE and CREATE content that willWHAT TO POST OR   Help her growPUBLISH?   Build trust in her abilities   Show off her thinking process   Show off what she’s learned during her career   Share her vision for her area of expertise 17
  • 18. CURATE CREATEPost articles to friends and Continue to showcasecolleagues that discuss or her design savvydemonstrate great UX/UI Post commentary aboutEngage in related forums how function can haveReact to related current compelling formevents or industry news, Share her team’s successand solicit opinions stories Share her own cautionary tales Share her career journey and learnings 18
  • 19. STRONG VENUES FOR CURATION  Tumblr  Pinterest  Facebook/Twitter  LinkedIn groups/Q&A 19
  • 20. STRONG VENUES FOR CREATED CONTENT  Personal blog  Facebook/Twitter  Video blog  Audio podcast  SlideShare 20
  • 21. MORE ABOUT SLIDESHARE  60MM monthly visitors, 140MM monthly pageviews  Content sharable on intranets  Audio “slidecasts” give the audience an idea about you  Voted amongst the World’s Top 10 Tools for education and eLearning  By paying for PRO edition, content more likely featured on homepage 21
  • 22. MORE ABOUTRICH MEDIA  Aids in retention  Easily digestible when time-starved  Provides a more 3- dimensional view of you as an expert  BlogTalkRadio allows you to interview others, provide more perspective, widen the value 22
  • 23. RICH MEDIANEED NOT BEDIFFICULT –NOR EXPENSIVEAnimoto.com lets youcreate a HD videovery cheaply (or free)– synced slides tomusic or an audiotrack 23
  • 24. YOUR SOCIAL SITES 24
  • 25. TRICK OUT TWITTER  Contact info  Link back to your primary site 25
  • 26. FILTER YOUR FACEBOOK  Links back to your primary site, blog or profile (aggregator) page  Share personal side of yourself, but:   Create a separate list for clients or colleagues   Segregate your posts so colleagues and potential hiring managers aren’t bombarded by this: 26
  • 27. LEVERAGE YOURLINKEDIN  Ask for testimonials (particularly from clients with whom you have a good relationship)  Link back to your blog, Twitter account, SlideShare  Keep it succinct  Probably should think about “Open to Job Opportunities”  Provide industry- specific advice on the successor to LinkedIn Answers 27
  • 28. Pinterest has grown to the size of Twitter, in aPONDER shorter timePINTEREST ADD A PIN IT! BUTTON TO YOUR WEBSITE 28
  • 29. Pinterest has grown to the size of Twitter, in aPONDER shorter timePINTEREST ADD A PIN IT! BUTTON TO YOUR WEBSITE 29
  • 30. BEST PRACTICES/CAUTIONARY TALES 30
  • 31. SET UP ONEPRIMARY PROFILEPAGE  About.me  Google+ profile  LinkedIn  Naymz (Premium) …and add links to content to drive traffic back to your profile 31
  • 32. CONSIDER GARY VAYNERCHUK 32
  • 33. REMEMBER IFYOU FRIENDEDYOUR BOSS 33
  • 34. REMEMBERTHAT GOOGLEHAS A GREATMEMORY – ANDTHAT SOMEEXECS ENJOYVANITYSEARCHES 34
  • 35. MAKE YOURCONTENTKEYWORD-RICH 35
  • 36. 36
  • 37. 37
  • 38.   DO build proof points   Video   Testimonials   Sourced statistics wherever possible   DO build a content calendar, targeting:OTHER   Important industryCONSIDERATIONS dates, events, conferences   Regular update times   Example: Jena might read about an upcoming Facebook UI change & prepare a 38 post
  • 39. Don’t ever lie or even stretch – you run the risk of being called out, publicly If you have experiences where you have damaged others’ trust, make a nod to them first, before others do Don’t stalk hiring managersDON’TS on social channels If you friend them, explain why you’re doing so Don’t spam, bombard or intrude as it annoys recruiters and managers, as it would in real life Fear smells awful 39
  • 40. Don’t ever lie or even stretch – you run the risk of being called out, publicly If you have experiences where you have damaged others’ trust, make a nod to them first, before others do Don’t stalk hiring managersDON’TS on social channels If you friend them, explain why you’re doing so Don’t spam, bombard or intrude as it annoys recruiters and managers, as it would in real life Fear smells awful 40
  • 41. IF YOU’RESAYINGPOTENTIALLYINFLAMMATORYTHINGS, MAKESURE YOU’RE NOTSTILL LOGGEDINTO THECOMPANYACCOUNT 41
  • 42. CONSIDER GENERATIONAL NORMSBOOMERSAll about propriety. We were trained in formalities, taught to neveroffend. Oversharing is “weak.” Guarded = safe. And your suit & tie is asign of trustworthiness in business.GENS X&YAll about affinity. Formalities are ignored, sharing means being found,and they grew up with Google. Your suit & tie = untrustworthy.2010THE YEAR MILLENIALS SURPASSED BOOMERS IN THE WORKFORCEPHOTO:  FLICKR.COM/PHOTOS/KATINALYNN  
  • 43. PROBABLY NOT AGOOD IDEA 43
  • 44. Structure will help you get rid of subjectivity Content will help you tell your story, showcase your thinking, and BE FOUNDSUMMARY Leverage social – whether you personally use it or not As you build your footprint, think TRUST and TIME STARVATION 44
  • 45. FOLLOW ME AT @WEAVETHANK YOU! OTHER PRESENTATIONS AT slideshare.net/weave 45