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Personal Branding 2.0

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Personal Branding

Personal Branding


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  • 1. What is Personal Branding 2.0? A Powerful Mix of New and Traditional Networking Tactics Social networks (e.g. Facebook, LinkedIn), virtual environments (e.g. SecondLife, MMOGs), Blogs, Twitter, Social Media podcasting, videocasting + In person networking Brand 2.0 Goal 1 Goal 2 F2F Twitter LinkedIN Video Blog Seminar Meetup E-mail Time Commitment Network Size Network Quality Trust Network Speed 2 Source: New Language of Marketing 2.0, 2009
  • 2. Basic Definitions in Social Media Virtual World: Immersive social experience Facebook / Myspace: Social Networking LinkedIn: Career-focused networking Widget: Mini-web app Blog: Web-based discussion tool Twitter: Micro-blogging web and mobile-based Yammer: Corporate micro-blogging, segmented by enterprise name RSS: Web-feed format used to publish frequently updated content Podcast: Series of digital files distributed over the internet for playback on portable devices Videocast: Online delivery of video clips Tweetscan: Microblogging metasearch – Twitter and a dozen Laconica-based sites TalkDigger: Finds posts and pages linking back to your URLs Backtype: Shows conversations around your articles and links back comments to people Bloglines: Web-based news aggregator & RSS reader Boardtracker: Perform searches across discussion message boards Technorati: Search blog posts and conversations Friendfeed: Social media feed and news aggregator Google Alerts: Keyword triggered alerts for new Google results Google Blog Search: Blog search Meetup: Online tool to create offline groups and shared-interest meetings 3 Source: New Language of Marketing 2.0, 2009
  • 3. Brand: Fact or Emotion  The ability of a brand to evoke a strong, positive feeling is a key element of brand equity  Beyond rational and functional criteria, a strong brand provides a deeper, sustainable, emotional connection 4 Source: New Language of Marketing 2.0, 2009
  • 4. In an economic downturn, branding matters more 68% 84% 68% purchase on 84% Increase in Brand Value branding focus 5 Source: New Language of Marketing 2.0, 2009
  • 5. Brand 2.0 Examples Oprah Donald Trump Angelina Jolie YOU! Bono Jerry Seinfeld 6 Source: New Language of Marketing 2.0, 2009
  • 6. What makes up a brand Image: Perception Experience: End to end Trust: Promise of consistent value Relationship: Emotional connection 7 Source: New Language of Marketing 2.0, 2009
  • 7. Your image – what is it?  What do people think of when they hear your name?  Audio/Visual connections?  What emotions do your posts/tweets evoke?  May or may not be who you really are! 53% of people Google others 47% of people self-Google 8 Source: New Language of Marketing 2.0, 2009
  • 8. What drives brand value? 70% use Brand as a guide to their purchase decision  Brand meets promise 72% of people will pay a 20% of quality (78%) premium for the brand of their choice  Brand provides consistency (61%)  Familiarity (42%)  Fits personality (39%) Key point: A brand is driven by a personal connection and emotion 9 Source: New Language of Marketing 2.0, 2009
  • 9. Your are indexed Search yourself on: Google Blogosphere Search Technorati Twitter Basic Text Search Video Search Image Search 10 Source: New Language of Marketing 2.0, 2009
  • 10. Write out your strengths And focus on them What images do you want to project? Desirable Not Desirable  Hard worker  Lazy  Creative  Long winded  Pragmatic  Vague  Focused  Selfish  Trustworthy  Envious  Principled  Obstinate  Reliable  Biased  Balanced  Judgmental … … 11 Source: New Language of Marketing 2.0, 2009
  • 11. Building your image: Match your style to the right social media tool Combine traditional + social media Traditional Image Builders Social Media Image Builders – Networking at events – Social Networking – Personal friends – Facebook – Resume – MySpace – Clothing – LinkedIn – Body language – Blogs – Vocabulary – Twitter – Social clubs – Pictures & Video – Podcasts – Forums & Groups 12 Source: New Language of Marketing 2.0, 2009
  • 12. MySpace vs Facebook: 63% Facebook users also use MySpace 61% used 49% used  55% F : 45% M  55% F : 45% M  slightly more Hispanic  slightly more Asian  24% 18-24 year olds  34% 18-24 year olds  54% employed  50% employed  30% students  39% students  25% have 4+ years  33% have 4+ years college college  53% like, 40% trust  62% like, 56% trust 13 U.S. Consumer Online Attitudes Survey, IDC 2008. N=3000 Source: New Language of Marketing 2.0, 2009
  • 13. Seek out your existing contacts on Image: Social Media Networking social sites  Actively manage what is  Leverage groups posted on your wall  Stay in touch regularly –  Share through groups link back to your blogs  Be prepared to make  Discover the connections mistakes  Contrast the business setting with friendliness 14 Source: New Language of Marketing 2.0, 2009
  • 14. Top Five Tips for Your Image 1. Decide your personal brand and match your actions to the brand! 2. Choose the right tools (LinkedIn, Tweetdeck, Wordpress, etc.) 3. Be Diligent and Consistent 4. Always ask is what I am doing right consistent with my brand? 5. Remember everything you do should reflect your quality 15 Source: New Language of Marketing 2.0, 2009
  • 15. Experience: End to End Total Experience Key point: A brand is driven by a personal connection and emotion 16 Source: New Language of Marketing 2.0, 2009
  • 16. Add a tool a week to your arsenal Experience: End to End Personal branding toolkit Twitter SEO Blog You + Social Media Facebook Resume 2.0 44% of employers are logging onto social networks to examine profiles of candidates* LinkedIn Website YouTube Widget 17 * Source: Miami Herald March 2008 Source: New Language of Marketing 2.0, 2009
  • 17. Add Multimedia to your resume Experience: Resume 2.0 Resume 2.0  Professional-ize your image – Secure Yourname.com – make your e-mail @yourname.com – No to free hosting addresses – No to free e-mail addresses  Blended resume – Paper resume links to web – Web structured after paper sections – Personal brand document – Add a Twitter widget to bring freshness  Podcast  Video cast  Slideshow 18 Source: New Language of Marketing 2.0, 2009
  • 18. Experience: Personal SEO Website Grader for your Resume 2.0 Online marketing effectiveness using a combined index – Off-page SEO – On-page SEO – Blogging analysis – Del.icio.us & digg marks – Conversion w/ RSS – Competitive data 19
  • 19. Focus your efforts on the most bang/time Experience: Tools Widget Hosting Blogging - Wordpress Cost: $12.95/mo Social Networking Cost: Free Microblogging Cost: Free SecondLife SEO Cost: Free Ranking In-person groups Cost: Free http://www.widgetbox.com Cost: Free Cost: $19/mo Cost: Free 20 Pro version: $29/year
  • 20. Experience: End-to-End 1. Leverage your expertise – in SOA, travel, cooking, etc. 2. Identify the most influential people and groups in your career and in your personal life 3. Understand who they are and their preferences for communication and connection 4. Rule of thumb: Networking 80%, Job postings 20% 21 Source: New Language of Marketing 2.0, 2009
  • 21. n. reliance on the integrity, strength, ability, surety, etc., of a person or thing; confidence* Trustworthiness is demonstrated by  Following through on commitments  Resolving problems rather than finding someone to blame  Congruence in words and deeds – walking the talk  Showing appreciation for positive contributions  Accepting responsibility for the consequences of one’s actions  Acting with integrity and honesty at all times  Promoting a climate of open, timely, and widely-shared communication  Demonstrating authenticity by acknowledging personal mistakes or shortcomings  Ensuring people are treated with respect and dignity, even in difficult situations. 22 *Source: Random House Dictionary, 2009
  • 22. Mistakes v. to disappoint the hopes or expectations of; to deceive, misguide, or corrupt Trust mistake & recovery Trust tumbles 23 Source: New Language of Marketing 2.0, 2009
  • 23. Mistakes: Streisand Effect Def. an attempt to censor or remove information that backfires, causing the information to be widely publicized http://www.californiacoastline.org/streisand/lawsuit.html "The Net interprets censorship as damage and routes around it." John Gilmore 24 Source: Chris Muir – daybydaycartoon.com / Tampa Tribune / CaliforniaCoastline.org Source: New Language of Marketing 2.0, 2009
  • 24. Why would you leave a brand you love?  Failure to deliver on promise (52%)  Change occurred and brand did not adapt! (48%)  Another Brand was recommended (48%) You control your destiny! Key point: Every interaction and experience is a nonneutral brand transaction! 25 Source: New Language of Marketing 2.0, 2009
  • 25. http://www.archive.org/ Trust: Transparency  Fake profiles dangerous The Internet never forgets Fake profiles come home to roost  Transparency is key  Any press is good press? NO! Transparency  You will be caught 26 Source: New Language of Marketing 2.0, 2009
  • 26. Top Tips for Building Trust 1. Meet your commitments 2. Be willing to self-disclose 3. Get to know others 4. Trust others – “trust begets trust” 5. Stay in touch. Use the social media tools at your disposal 27 Source: New Language of Marketing 2.0, 2009
  • 27. Building Relationships 1. Seek to create shared emotional experiences across mediums 2. Base relationships on mutual interests and benefits Immersive Environments greater emotional connection 3. Understand the other person’s perspectives 4. Use a social media platform appropriate to the stage of the relationship 28
  • 28. Listen twice as much as you talk Relationship Relationship is 2-way Let’s talk about listening!  Tweet scan  Friend feed  Technorati  Backtype  Boardtracker  Google Alerts  Google Blog Search  Talkdigger  Bloglines … 29 Source: New Language of Marketing 2.0, 2009
  • 29. Relationships: Personal Wheel of Influence Create a map of influence Employees Sales Suppliers Development Business Customers Leaders Other Partners Marketers Key point: Focus on forming and nurturing lifetime relationships one at a time. 30 Source: New Language of Marketing 2.0, 2009
  • 30. Emotional Connections Through Social Currency n. Value earned from the exchange of positive human interactions  “Social currency” is replacing information as a key power driver of change  Earned influence & learnable skill  Conscious, purposeful, mindful approach to managing relationships 31 * Source: Dr. Nancy Dailey Source: New Language of Marketing 2.0, 2009
  • 31. Value of Social Media Connections Personal performance and the bottom line Each person in your email address book at work is associated with $948 in annual revenue Knowing executives external to project: $6,395 in revenue per executive/project Multiple managers: $98 less revenue/mo per weak tie Strong links to a manager: $588 more revenue/mo Full text: http://smallblue.research.ibm.com/publications/Utah-ValueOfSocialNetworks.pdf 32 Source: Value of Social Network -- A Large-Scale Analysis on Network Structure Impact to Financial Revenue of Information Technology Consultants, 2009
  • 32. Top Five Tips for Building Social Currency 1. Apply wheel of influence to your personal brand 2. Be interesting – open up a bit about who you are 3. Be a bridge-builder of relationships 4. Think high tech and high touch 5. Give and ask for thoughtful feedback 33 * Source: Dr. Nancy Dailey Source: New Language of Marketing 2.0, 2009
  • 33. Your Challenge Emphasis: I am known for (two to four things) today. By this time next year, I want to be known for (two to four more things) Know Yourself Excitement: My public visibility program includes: x, y, and z Extensions: My current project is leveraging my skills, but is challenging me in the following ways: 1, 2, 3, and 4 34 Source: New Language of Marketing 2.0, 2009
  • 34. Ten-Step Action Plan  Define your personal brand  Listen first  Understand your personal wheel of influence  Select your Tool Of Choice!  Be interesting and relevant  Be Bold  Dialogue!  Think about others  Use multi media  Start your own network! 35 Source: New Language of Marketing 2.0, 2009
  • 35. Your Personal Brand 2.0 Compass Image: Perception – Every interaction and experience is a non-neutral brand transaction! Experience: End to end – Focus on forming and nurturing lifetime relationships one at a time Trust: Promise of consistent value – Always ask, “Is what I am doing right now consistent with building my brand?” Relationship: Emotional connection – A brand is driven by a personal connection and emotion 36 Source: New Language of Marketing 2.0, 2009