You, the online brand


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How to create and manage your personal online professional brand

Published in: Business, Technology

You, the online brand

  1. about me: RefreshMiami, October 2008 Alex de Carvalho / @alexdc
  2. now let’s talk about you ...
  3. ... and what you can do to get on track.
  4. Tom Peters said over 10 yrs ago: “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.” From Issue 10 | August 1997
  5. there are lots of books on the importance of branding yourself professionally ...
  6. ... but very few books (yet) on how to brand yourself professionally on the web
  7. Gary Vaynerchuk on branding (view minute 7:58 to 9:00)
  8. your social profiles online and the content you publish will bring you new connections and opportunities
  9. so here’s the deal: 1. define who you are 2. go where people are 3. publish your content 4. connect to the right people 5. display your activity
  10. so, what defines you?
  11. memorize this set of words ocean moon face desk lights
  12. count to five
  13. now, name a laundry detergent
  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” +association&source=web&ots=pPGcX3HX1a&sig=6nGRnawf8g4Hob- HqfvB7X6cp6g&hl=en&sa=X&oi=book_result&resnum=1&ct=result#PPA85,M1
  15. work on your own network of associations content people content You people content people
  16. this is how people find you online podcasts blog posts blogs social video socnets profiles avatars photos You communities tags virtual lifestream worlds comments presence
  17. so these are your next steps: • define your interests • write your bio • get a domain name • start a blog • participate in relevant social networks • link to your own and to others’ content
  18. so what are you, like, 1,000? 2,000?* *Ze Frank speaking at TED, referring to your Google results. See minute 5 of his presentation:
  19. yes, there are pitfalls and excuses ... • my name, [John Smith], is not unique enough, I won’t stand out! • there are thousands of [insert profession] ... I won’t stand out! • everyone is blogging, I won’t stand out! • I don’t have the time ...
  20. but it’s not so hard to cut through the clutter
  21. publish your content with the following in mind • define who you want to meet • define who you want to meet you • make connecting as frictionless as possible For more great tips, see:
  22. 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:
  23. 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
  24. now, go where 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.
  25. you mean, yet another social network?
  26. Think of social networks this way. Robert Scoble: Social Media Starfish
  27. Think of social networks this way. Brian Solis: The Conversation Prism
  28. social networks sure look like a random mess (and thus a waste of time) ... Graph: GustavoG
  29. “People don’t just connect to each other. They connect through a shared object.” Jyri Engestrom
  30. the same social network as before, showing how people have connected by interests Graph: GustavoG
  31. “The services that we love to play with allow people to socialize around objects” Flickr YouTube “Think about objects as the reason why people get in touch with each other” Jyri Engestrom
  32. LinkedIn is a good place to start connecting your social networks to your other professional identity online, like blogs, slide presentations, etc.
  33. Seth Godin on social network usefulness for businesses
  34. a word about your connections: weak links will help you more than strong ones
  35. 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.
  36. nota that these are your online objectives • Presence • Credibility • Identity • Authority • Reputation • Influence
  37. Loic LeMeur, on using the social map
  38. do track your mentions, online brand monitoring / South Florida startup
  39. monitor your brand(s),
  40. and manage and react to your mentions
  42. see you online ;) Alex de Carvalho