7 Tips to Improve your Online Brand

7 Ways to Improve Your Online Presence and Brand
Lauren Fernandez, Community Manager, Radian6
Arik Hanson, Principal, ACH Communications

Online Branding Basics

What is an online brand anyway?
Perceptions and attitudes
The process whereby people and their careers are marked as brands.—Wikipedia
It’s all about relationships

The key ingredients of an online brand
Google
Blog posts, tweets, Facebook posts, LinkedIn profiles, videos
“ User-generated” content
Create your own “niche audience” and tribe

Two personal brands built from another
what’s your inner packer/viking?

Why does it matter?
Whether you are a public spokesperson or not, you represent your company
“Company first, you second” mentality
Selective Transparency - if you show them enough, they won’t question
Google Effect

The Google Effect
The internet has a long and accurate memory
Google page one: It’s all about you
Employers will question if there is too much or too little
Imperative to work for companies you believe in
Information from 5 years ago is more easily accessible

Tip #1: Be (selectively) transparent

Share Just Enough: Not Too Much
Let your personality shine through—without sharing everything
Stay true to yourself (and your professional brand) by sharing certain information
No second guessing, if people believe they have enough information
Privacy settings = your friend

I REALLY LOVE CUPCAKES..... (On fb PAGE)
But also have them with a glass of merlot (Not on FB, but no one cares)

Building Relationships
Start relationships online—share more offline
Think about your future boss…10 years from now
You don’t need to share everything
Rule: Pretend everything you tweet is on a billboard - with your boss constantly driving by it.

Tip #2: Don’t forget about the back channel

Sharing isn’t always public
Solidify relationships through the back channel
Tools of the trade: IM, direct messages, Skype, E-mail
Opportunity to be more personal and ask more questions
Just don’t wear out your welcome

Tip #3: Meet three new people each week

Meet 3 New People
Make it a goal each week
1 Person: Professional Interest
1 Person: Personal Interest
1 Person: Intriguing

How to do it
Sure, I want to meet people, but how do I do it?
Set the stage by commenting/responding
Ask for introductions via Twitter
Ask for introductions via LinkedIn
Approach speakers/colleagues at events

Why does this matter?
Builds a brand that has many vectors--not just focused on a professional idea
Humanizes your brand
Makes you approachable with numerous groups and interests

For example…
David Mullen plays professional matchmaker
Meeting local thought leaders and partners
Meeting online connections during business trips

Tip #4: Consisent visual brand identity

Branding 101
Consistent look and feel across platforms.
Same theme—different photos/visuals
Example: Jason Falls (Social Media Explorer)
Example: David Spinks (The Spinks Blog)

Tip #5: Be opinionated, not crass

Tone: Where is it?
Tone: It’s what’s missing online
What you view as constructive others may view as an attack
Don’t be combative—it won’t get you anywhere

Have a take—do not suck
Form well-reasoned opinions—and share them
Don’t be a wallflower—get on the dance floor!
Don’t be afraid to make an argument
Stick to your guns and stand by your opinions

Tip #6: Take the online world offline

Networking…in real life
Be courageous—build relationships from the ground up
Those you get along with vs. name recognition
Start small, but build to an offline meeting
Ask if you can reach out via e-mail once a week
Move to phone once you’re comfortable

Taking it to the next level
4 tips to taking your relationship offline:
Do your research before the meeting
Prepare questions—just like an interview
Find one way you can help THEM! (and follow up)
Ask for 3 additional connections/people you should meet

Tip #7: Build a foundation on what YOU like

Your very own “tribe”
Find your own thought leaders:
Each individual is unique with different strengths
My thought leaders are different than yours
You are only as great as your community
Your passion for one thing might not mesh - but can still build a relationship (chocolate vs. vanilla)

Don’t fake it – embrace it
Faking it won’t get you too far
Find people with similar interests and career goals
Look at mentors for the domino effect as YOUR role model

Finally…
Ask for help—most are willing to help
Learn to take risks
Stay professional—but be yourself

Thank You! Lauren Fernandez @cubanalaf www.laurenafernandez.com Arik Hanson @arikhanson www.arikhanson.com

7 Tips to Improve your Online Brand

by Arik Hanson on Jun 17, 2010

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7 Tips to Improve your Online Brand — Presentation Transcript