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)
1. How to Build an Online Personal
Brand (for executives)
Arik C. Hanson
ACH Communications, Inc.
2. About Arik
3. Why is an
4. • Two-thirds of consumers say their perceptions
of executives impact their perceptions of the
– 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
• Channel partners
• Call centers
• Traditional media
6. Customer channels five years from now:
– Sales force
–Social (256% increase)
7. 76% of other executives think CEOs
should be using social media
And, more importantly…4 in 5
employees would rather work for a
8. Why use social media to
build your brand?
9. 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
10. So, what does a personal brand
look like online anyway?
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
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
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
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
• 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
• 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.
26. • 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
27. • However, there is no direct tie to the bottom
line (but, blogging has been a HUGE factor in
my business success).
28. 2 - Build your online ‘home base’
29. 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
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)
32. Then, enhance:
• Blog posts
• Status updates
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
– Use LinkedIn as a research tool to help YOU:
• Identify candidates/connections
• Research coffee meet-ups
• Spot rising stars
35. 5 – Use Twitter as the ultimate
Network with like-minded people (using Twitter
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,
Twitter Search to
find the RIGHT
people to follow.
39. 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
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