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Brand You Online
AIGA, April 24, 2010              Alex de Carvalho
Alex de Carvalho
    @alexdc
http://alexdc.org
I’m just a social

media user ... and

not a guru, expert,

    or swami*!




 (*The only Suomi in
    me is from my
   F...
According to Tom Peters,

“We are CEOs of our own companies: Me Inc.


        To be in business today, our most important...
Lots of books about branding yourself
professionally ...
but few books on how to brand

    yourself professionally

          online
attracting serendipity

‣   Connecting through shared interests and passions
‣   Learning to listen
‣   Setting up account...
Connecting through
shared interests and passions
RefreshMiami: new media community



   ‣   largest web and new media community in south florida
   ‣   Established March ...
BarCamp Miami: new media conference


       ‣   Web and new media un-conference

       ‣   Over 1,160 have attended four...
Social Media Club of South Florida
         ‣   Established September 2008
         ‣   Over 1,500 members
         ‣   Mo...
Mobile Monday Miami
  ‣   Established June 2008

  ‣   Over 300 members

  ‣   Monthly meetups average 60 participants


 ...
network of associations

                      moon                              surf


ocean


                      wave...
network of associations

                      moon                                                  Gain


ocean
        ...
Minding your own network
of associations


          content         people


content
                    You            p...
what defines you?

           work experience       reputation
 passions
                        education
        sports ...
Learning to listen
markets are conversations
David Armano
And online, conversations spread quickly from network to network
Some ways to listen online

‣   Google Alerts

‣   Brand monitoring tools

‣   Google Analytics

‣   Persistent searches o...
Individual mentions, not just agreggate results
"If the news is that important it will find me."
        -Brian Stelter, New York Times.
Setting up accounts
   and profiles
Go where the people are	


Think of it this way. If you are a fisherman you would
not fish for the trophy catch in stagnated...
Social Media Starfish
    Robert Scoble




            http://www.flickr.com/photos/dbarefoot/1814873464/
‣   Your first step for
    professional networking online
‣   Fill out all the sections
‣   Ask for recommendations
‣   A...
‣   Include a title
‣   Work the tags
‣   Enter a description for added
    relevance
‣   Post to relevant groups
‣   Part...
‣   Create Short clips
‣   Use a Flip camera
‣   conduct Interviews
‣   Enter Titles, descriptions
    and tags
‣   Experi...
‣   Get your username (URL)
‣   Connect with more than just
    friends
‣   Manage your privacy
‣   create groupings to pl...
identify yourself clearly




                    dialogue
                      with
                     others


      ...
I publish, therefore I exist
online objective
      Influence
     Authority
     Reputation

      Identity

     Credibility

     Presence
content really is king
     ‣   write a list of articles of some 40 topics
     ‣    limit articles to 300 words or less
 ...
writing for the web
‣   the most important thing:   listen first
‣   say LESS
‣   front-load: use the inverted pyramid
‣  ...
90 - 9 - 1 rule of social participation
Branding
The purple cow
Purple Cow:
Transform Your Business by Being Remarkable
                Seth Godin
this is how people find you online

podcasts     blog posts           blogs


  social
               video             so...
Harnessing The power of weak links
Mark Granovetter
Weak social ties account for most of the structure of social networks
in society as well as the transmiss...
Your acquaintances

     open more doors for you

than your closest friends and family
Working with tools
Some suggested apps to get you started

‣   Firefox
‣   Add-ons
     ‣   Scribefire
     ‣   Shareaholic
     ‣   Evernote...
http://twitter.pbworks.com/Apps
Becoming findable
Alex de Carvalho   @alexdc
information is social
@gapingvoid
Image credits

‣   Most images have been purchased from iStockPhoto
‣   Swami image: http://www.flickr.com/photos/boskizzi...
Brand You Online
AIGA, April 24, 2010   Alex de Carvalho
Brand You, Online
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Brand You, Online

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Presentation at AIGA, Orlando, FL, April 24, 2010 on developing a personal brand through the use of social media platforms and tools

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Transcript of "Brand You, Online"

  1. 1. Brand You Online AIGA, April 24, 2010 Alex de Carvalho
  2. 2. Alex de Carvalho @alexdc http://alexdc.org
  3. 3. I’m just a social media user ... and not a guru, expert, or swami*! (*The only Suomi in me is from my Finnish heritage)
  4. 4. According to Tom Peters, “We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” http://www.fastcompany.com/magazine/10/brandyou.html From Issue 10 | August 1997
  5. 5. Lots of books about branding yourself professionally ...
  6. 6. but few books on how to brand yourself professionally online
  7. 7. attracting serendipity ‣ Connecting through shared interests and passions ‣ Learning to listen ‣ Setting up accounts and profiles ‣ I publish, therefore I exist ‣ Harnessing The power of weak links ‣ Working with tools ‣ Becoming findable?
  8. 8. Connecting through shared interests and passions
  9. 9. RefreshMiami: new media community ‣ largest web and new media community in south florida ‣ Established March 2006 ‣ Over 2,500 members ‣ Monthly meetups average 150 participants http://refreshmiami.org
  10. 10. BarCamp Miami: new media conference ‣ Web and new media un-conference ‣ Over 1,160 have attended four events ‣ Supported by over 50 company sponsorships http://barcampmiami.org
  11. 11. Social Media Club of South Florida ‣ Established September 2008 ‣ Over 1,500 members ‣ Monthly meetups average 100 participants ‣ Expand media literacy ‣ Share lessons learned ‣ Adopt industry standards ‣ Promote ethical practices http://socialmediaclubsf.org
  12. 12. Mobile Monday Miami ‣ Established June 2008 ‣ Over 300 members ‣ Monthly meetups average 60 participants http://momomiami.com
  13. 13. network of associations moon surf ocean wave swell Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation” http://tinyurl.com/bawfff
  14. 14. network of associations moon Gain ocean Tide All wave Fab Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation” http://tinyurl.com/bawfff
  15. 15. Minding your own network of associations content people content You people content people
  16. 16. what defines you? work experience reputation passions education sports hobbies relationships geography thoughts associations groups desires community work activities travel pets
  17. 17. Learning to listen
  18. 18. markets are conversations
  19. 19. David Armano And online, conversations spread quickly from network to network
  20. 20. Some ways to listen online ‣ Google Alerts ‣ Brand monitoring tools ‣ Google Analytics ‣ Persistent searches on key words and hashtags ‣ follow like-minded people online and information will come to you ‣ Create lists on Twitter and group your contacts on Facebook and Friendfeed as you deem relevant
  21. 21. Individual mentions, not just agreggate results
  22. 22. "If the news is that important it will find me." -Brian Stelter, New York Times.
  23. 23. Setting up accounts and profiles
  24. 24. Go where the people are Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water. You would need to go to where there is fresh water. That's where the fish are. http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
  25. 25. Social Media Starfish Robert Scoble http://www.flickr.com/photos/dbarefoot/1814873464/
  26. 26. ‣ Your first step for professional networking online ‣ Fill out all the sections ‣ Ask for recommendations ‣ Add all your email addresses in the account settings ‣ Upload your contact database to identify your friends and colleagues already in LinkedIn ‣ Seek out relevant groups and participate in the discussions ‣ Include your blog’s feed, slideshare account, and other apps ‣ Connect with people from your same industry and region
  27. 27. ‣ Include a title ‣ Work the tags ‣ Enter a description for added relevance ‣ Post to relevant groups ‣ Participate in contests and themed submissions ‣ Become an active community member by participating in discussions, adding contacts, and commenting on photos ‣ Embed photos in your blogs ‣ Create sets and collections ‣ Create galleries with others’ photos ‣ Tag people in your photos ‣ Syndicate photos to your social networks
  28. 28. ‣ Create Short clips ‣ Use a Flip camera ‣ conduct Interviews ‣ Enter Titles, descriptions and tags ‣ Experiment until you find your style ‣ Embed videos on your blogs and social networks ‣ Use tubemogul.com and submit to other video sites
  29. 29. ‣ Get your username (URL) ‣ Connect with more than just friends ‣ Manage your privacy ‣ create groupings to place friends, family, colleagues, and random requests ‣ Update your status regularly ‣ Include your friendfeed ‣ Upload photos and tag them with your friends’ names ‣ use “selective twitter” app
  30. 30. identify yourself clearly dialogue with others find your comfort zone in sharing personal stuff share links and relevant info
  31. 31. I publish, therefore I exist
  32. 32. online objective Influence Authority Reputation Identity Credibility Presence
  33. 33. content really is king ‣ write a list of articles of some 40 topics ‣ limit articles to 300 words or less ‣ link to your favorite blogs ‣ post 10 articles to your blog at a frequency you determine ‣ have the next 10 ready to post at the same frequency ‣ work on the next 20 and always keep drafts in your pipeline For more great tips, see: http://bettercloser.com/2008/08/27/personal-branding-build-your-personal-brand-in-5-days/
  34. 34. writing for the web ‣ the most important thing: listen first ‣ say LESS ‣ front-load: use the inverted pyramid ‣ put more important content first ‣ use clear headlines and headings ‣ be factual, not cryptic ‣ establish trust ‣ use active voice ‣ pay attention to netiquette, culture, tone of voice
  35. 35. 90 - 9 - 1 rule of social participation
  36. 36. Branding
  37. 37. The purple cow
  38. 38. Purple Cow: Transform Your Business by Being Remarkable Seth Godin
  39. 39. this is how people find you online podcasts blog posts blogs social video socnets profiles avatars photos You online communities tags virtual lifestream worlds online comments presence
  40. 40. Harnessing The power of weak links
  41. 41. Mark Granovetter Weak social ties account for most of the structure of social networks in society as well as the transmission of information through these networks. More novel information flows to individuals through weak rather than strong ties. Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know. http://en.wikipedia.org/wiki/Weak_tie
  42. 42. Your acquaintances open more doors for you than your closest friends and family
  43. 43. Working with tools
  44. 44. Some suggested apps to get you started ‣ Firefox ‣ Add-ons ‣ Scribefire ‣ Shareaholic ‣ Evernote ‣ Firebug ‣ Google Reader ‣ Netvibes ‣ Gmail ‣ Some suggested Mobile apps: http://bit.ly/9prk08
  45. 45. http://twitter.pbworks.com/Apps
  46. 46. Becoming findable
  47. 47. Alex de Carvalho @alexdc
  48. 48. information is social
  49. 49. @gapingvoid
  50. 50. Image credits ‣ Most images have been purchased from iStockPhoto ‣ Swami image: http://www.flickr.com/photos/boskizzi/12103933/ ‣ Markets are conversations image: http://www.flickr.com/photos/88543347@N00/80462964/ ‣ RefreshMiami Inaugural Meeting http://www.flickr.com/photos/cwsaylor/143785905/ ‣ Pickup game http://www.flickr.com/photos/robinzeggs/141674593/ ‣ Soccer http://www.flickr.com/photos/tylercacek/739063425/ ‣ Jellybeans image: http://www.flickr.com/photos/jspad/450848498/ ‣ Child http://www.flickr.com/photos/40732566596@N01/109538354/ ‣ Hungry fish http://www.flickr.com/photos/75269757@N00/727422407 ‣ SETI http://www.flickr.com/photos/49457106@N00/280789933/ ‣ Events in the Sky http://dinnerinthesky.com ‣ 90-9-1 illustration by Jake McKee @jakem ckee ‣ “Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on Twitter ‣ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
  51. 51. Brand You Online AIGA, April 24, 2010 Alex de Carvalho
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