How to Build a Personal Brand Online (for Executives)

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  • Paul Maccabee Lee Odden
  • Paul Maccabee Lee Odden
  • Paul Maccabee Lee Odden
  • Paul Maccabee Lee Odden
  • Paul Maccabee Lee Odden
  • Paul Maccabee Lee Odden
  • Paul Maccabee Lee Odden
  • Scott Monty tweets—every day, publishes a weeekly journal of stories, blogs, Instagram
  • Mark Schaefer blog—blogs almost every day. Authored books. E-books. Definitely a creator.
  • Exercise (ask participants to pair up and write down 10 words that describe the other person); write your own word cloud, ask others what they think of you; how are you perceived now?
  • Start a blog
  • Start a blog
  • Missed opportunities (story of exec involved with LI)
  • But yet this is how many exec LinkedIn profiles look (show incomplete profiles from local execs)

Transcript

  • 1. How to Build an Online Personal Brand (for executives) Arik C. Hanson ACH Communications, Inc.
  • 2. About Arik
  • 3. Why is an ONLINE personal brand important?
  • 4. • Two-thirds of consumers say their perceptions of executives impact their perceptions of the company – And only 30% of Fortune 500 CEOs have an active social media presence on at least one channel
  • 5. Today’s key customer channels: • Sales force • Web • Channel partners • Call centers • Traditional media
  • 6. Customer channels five years from now: – Sales force –Social (256% increase) – Web
  • 7. 76% of other executives think CEOs should be using social media And, more importantly…4 in 5 employees would rather work for a social CEO
  • 8. Why use social media to build your brand?
  • 9. 1 – Extend your brand—and your company’s brand 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 potential employees
  • 10. So, what does a personal brand look like online anyway?
  • 11. Universal Personal Branding Guidelines
  • 12. Be a human being— not a “personal brand”
  • 13. Showing up is 95% of the work
  • 14. Humility wins favor
  • 15. Be a creator—not a follower
  • 16. Visuals matter—A LOT
  • 17. So how do you BUILD your personal brand online?
  • 18. Research: Do your homework
  • 19. Who is your key audience? • Where do the live online? • How do they consume information online? • Who, exactly are they? • Audience profile?
  • 20. Plan: Define the personal brand you WANT Define your personal value proposition • I help people better understand online marketing. • I help people with professional development. • I help bloggers become better bloggers. • I help provide pragmatic communications solutions.
  • 21. 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 quarter. • Look to help one person in your LinkedIn network a week. • Most people bail quickly—stay the course.
  • 22. 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.
  • 23. 6 tips to a rock-solid online personal brand
  • 24. 1 – Have an opinion…a STRONG opinion
  • 25. Benefits of having a strong opinion online (for me): • Never-dreamed-before speaking gigs: Seattle, Destin, Solo PR, BlogWorld • Instant credibility: With clients, bloggers and media • Random—but useful—opportunities: Guest posts, opportunities to connect, etc.
  • 26. • Networking cornucopia: Through guest posts, PR Rock Stars, list posts. • The opportunity to meet people’s Moms (I’m kidding…kinda) • An opportunity to showcase my skills
  • 27. • However, there is no direct tie to the bottom line (but, blogging has been a HUGE factor in my business success). • Community=power
  • 28. 2 - Build your online ‘home base’
  • 29. What’s the value of a robust LinkedIn profile? • 238 million worldwide users (84 million in U.S. alone) • 39% of members are a manager, director, owner, vice president or CEO • 50% of Fortune 100 companies hire through LinkedIn
  • 30. What should a robust executive LinkedIn profile look like?
  • 31. Make sure the basics are in place: • Short summary • Head shot (personality) • Work experience (with detail) • Honors/Awards/Education
  • 32. Then, enhance: • Blog posts • Presentations • Status updates • Recommendations
  • 33. 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 network. – Use LinkedIn as a research tool to help YOU: • Identify candidates/connections • Research coffee meet-ups • Spot rising stars
  • 34. 4 – Build out (low-maintenance) spokes – Slideshare – Instagram – YouTube – Quora
  • 35. 5 – Use Twitter as the ultimate door-opener Network with like-minded people (using Twitter lists)
  • 36. Better opportunity for success (fewer people at executive level on Twitter—better chance you’ll get noticed and remembered)
  • 37. Let your personality shine through… (for me craft beer, kids, Minnesota sports, TV)
  • 38. Use hash tags, WeFollow, Twellow and Twitter Search to find the RIGHT people to follow.
  • 39. What would I share/talk about? • Personal interests • Professional articles/posts (journals, industry blogs, etc.) • Live tweet events/conferences • Share your OWN blog posts/Slideshare decks • Bottom line: You have PLENTY to say
  • 40. 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 big payoffs
  • 41. Questions?
  • 42. arikhanson.com @arikhanson.com