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)
  • How to Build a Personal Brand Online (for Executives)

    1. 1. How to Build an Online Personal Brand (for executives) Arik C. Hanson ACH Communications, Inc.
    2. 2. About Arik
    3. 3. Why is an ONLINE personal brand important?
    4. 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. 5. Today’s key customer channels: • Sales force • Web • Channel partners • Call centers • Traditional media
    6. 6. Customer channels five years from now: – Sales force –Social (256% increase) – Web
    7. 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. 8. Why use social media to build your brand?
    9. 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. 10. So, what does a personal brand look like online anyway?
    11. 11. Universal Personal Branding Guidelines
    12. 12. Be a human being— not a “personal brand”
    13. 13. Showing up is 95% of the work
    14. 14. Humility wins favor
    15. 15. Be a creator—not a follower
    16. 16. Visuals matter—A LOT
    17. 17. So how do you BUILD your personal brand online?
    18. 18. Research: Do your homework
    19. 19. Who is your key audience? • Where do the live online? • How do they consume information online? • Who, exactly are they? • Audience profile?
    20. 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. 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. 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. 23. 6 tips to a rock-solid online personal brand
    24. 24. 1 – Have an opinion…a STRONG opinion
    25. 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. 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. 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. 28. 2 - Build your online ‘home base’
    29. 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. 30. What should a robust executive LinkedIn profile look like?
    31. 31. Make sure the basics are in place: • Short summary • Head shot (personality) • Work experience (with detail) • Honors/Awards/Education
    32. 32. Then, enhance: • Blog posts • Presentations • Status updates • Recommendations
    33. 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. 34. 4 – Build out (low-maintenance) spokes – Slideshare – Instagram – YouTube – Quora
    35. 35. 5 – Use Twitter as the ultimate door-opener Network with like-minded people (using Twitter lists)
    36. 36. Better opportunity for success (fewer people at executive level on Twitter—better chance you’ll get noticed and remembered)
    37. 37. Let your personality shine through… (for me craft beer, kids, Minnesota sports, TV)
    38. 38. Use hash tags, WeFollow, Twellow and Twitter Search to find the RIGHT people to follow.
    39. 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. 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. 41. Questions?
    42. 42. arikhanson.com @arikhanson.com

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