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1 – Extend your brand—and your company’s
2 – Grow your network
3 – Build thought leadership
4 – Enhance your company’s customer service
5 – Own page one of your Google search
6 – Identify new customers
7 – Position yourself as innovative
8 – Build rapport with employees—and
So, what does a personal brand
look like online anyway?
Who is your key audience?
• Where do the live online?
• How do they consume information online?
• Who, exactly are they?
• Audience profile?
Plan: Define the personal brand you
Define your personal value proposition
• I help people better understand online
• I help people with professional development.
• I help bloggers become better bloggers.
• I help provide pragmatic communications
Execute: Consistency over time pays off
• You need to post/engage on Twitter more than
once a month.
• You need to write a blog post more than once a
• Look to help one person in your LinkedIn
network a week.
• Most people bail quickly—stay the course.
Measure: Monitor and adjust
• Check your Google Analytics regularly (I check
them 1-2 times per week)
• Follower/fan counts aren’t everything—don’t
get caught up in them.
• Relationships > numbers.
Benefits of having a strong opinion online
• Never-dreamed-before speaking gigs: Seattle,
Destin, Solo PR, BlogWorld
• Instant credibility: With clients, bloggers and
• Random—but useful—opportunities: Guest
posts, opportunities to connect, etc.
• Networking cornucopia: Through guest posts,
PR Rock Stars, list posts.
• The opportunity to meet people’s Moms (I’m
• An opportunity to showcase my skills
• However, there is no direct tie to the bottom
line (but, blogging has been a HUGE factor in
my business success).
What’s the value of a robust LinkedIn
• 238 million worldwide users (84 million in U.S.
• 39% of members are a manager, director, owner,
vice president or CEO
• 50% of Fortune 100 companies hire through
What should a robust executive
LinkedIn profile look like?
Make sure the basics are in place:
• Short summary
• Head shot (personality)
• Work experience (with detail)
• Blog posts
• Status updates
3 – Become a LinkedIn juggernaut
– Share 1-2 relevant posts/stories each day.
– Set aside 10 minutes each day to connect with 3-5
colleagues, peers or vendors.
– Make an effort to HELP people in your LinkedIn
– Use LinkedIn as a research tool to help YOU:
• Identify candidates/connections
• Research coffee meet-ups
• Spot rising stars
5 – Use Twitter as the ultimate
Network with like-minded people (using Twitter
Better opportunity for success (fewer people at
executive level on Twitter—better chance you’ll
get noticed and remembered)
Let your personality shine through… (for me craft
beer, kids, Minnesota sports, TV)
Use hash tags,
Twitter Search to
find the RIGHT
people to follow.
What would I share/talk about?
• Personal interests
• Professional articles/posts (journals, industry
• Live tweet events/conferences
• Share your OWN blog posts/Slideshare decks
• Bottom line: You have PLENTY to say
6 – Master the art of “Propinquity”
– Show up where your key audiences live—a lot
– Foster the allusion—you can appear more
busy/prolific than you really are online
– Don’t take every opportunity—just the ones with