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Using WordPress to Craft Your Personal Brand


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The importance of personal branding in today's digital world and how to leverage WordPress to better tell your story. Cliff’s notes and a recording of the presentation available at: …

The importance of personal branding in today's digital world and how to leverage WordPress to better tell your story. Cliff’s notes and a recording of the presentation available at:

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  • 17 Year OldNaples FloridaAmateur Golfer
  • If you Google’d my name, this is all you would see. Some punk kid from Florida.
  • Your move “Ben Balter”
  • Passionate about the power of digital communication to shape how people interactNew Media at FCC, previously political communications
  • Survey: Who has a website? Under their own name? Under their own domain? Blog? Bio? Brand?Coke, Apple, WordPress… All BrandsImportant stuff: value of Brand is actually reflected on Balance Sheet at time of sale
  • Feeling, emotions, experiences, trust…
  • Product
  • Service
  • Experience
  • Person
  • Campaign
  • Idea
  • You’ve all just been hired as the CMO of brand you
  • In the olden days, people used to be scared to put personal information onlineThey felt the need to be pseudo-anonymous through psuedonyms (think SparklePrincess87)
  • Life online was distinct from life offline
  • Case in Point
  • As more of our analog lives become digitized, need for a second identity is diminished.No longer anonymous screen names, but rather our selvesCauses: Social Networking (real name on FB, LinkedIn, Twitter), Mobile (computer comes with me into the real world), etc.Radical Transparency; lifecasting proves (4square, pictures of food)See this in QR codes
  • Clothes, hair, gym, breath, etc. translate online
  • Shift from corporate brand association (lifetime IBM employee) to Personal BrandDeclare to the world who you are / Tell your story
  • Whether you realize it or not, you already have a brandUnlike in the real world where you are the only one in control of what you say, online, content has a life of its own
  • If you don’t brand yourself, other will do it for you (mac v. PC)
  • Friends /ColleaguesContacts in your Network (Favorite Journalist/Designer/Developer/Blogger) Opens doors (Documentary -> Groupon)Employers / ClientsGoal is to create a cohesive, accurate digital representation of you (think of it as having incorrect or incomplete grades on your transcript)
  • Differentiate from the competitionIf you’re here, you are ahead of the curveShow that you’re tech savvy, creative, and self-confident
  • Wordpress is nothing without content
  • Vanity Domain -> SEO++Your name, not your pseudonym (if you have a cooking blog, great, that doesn’t count)Literally, your own address on the InternetBonus Points: E-mail (GAFYD)
  • Keep SEO in MindCraft a personal narrative; tell your story to the world-> Deliverable
  • “Mullet” BioBusiness up front, all play in the backShow, don’t tell (I am a talented web developer vs. I love making websites that make customers say “wow”)Show personality, this isn’t a cover letter or chance to paraphrase your resumeShort up front, long in the backTwitter, Blog Bio, About me Page
  • Out of the box, WP gives you nine chances to brand before you user’s even clicked or scrolled
  • Keywords -> SEO++Create original contentGive people a reason to come backRSS Reader -> IdeasSet a schedule/Goal
  • Reverse pyramid, active voice, linking to relevant sources, etc.Tags -> Feedback
  • GA -> What works, what doesn’t
  • Resume has been viewed by 3,500 unique visitors since I put it online in September.Most people’s resume’s aren’t viewed by 3,500 people in their life.
  • This room provides a perfect opportunity for synergy.Journos know how to craft a personal narrative, geeks know how to broadcast it to the worldIf you’ve showed in the past week, find someone who hasn’t and exchange info
  • Attention as currency
  • Transcript

    • 1. Using WordPress to Craft Your Personal Brand
      Benjamin J. Balter
      twitter @BenBalter
    • 2. “ Ben Balter ”
    • 3.
    • 4.
    • 5.
    • 6. Benjamin J. Balter
      New Media Fanatic
      First WP login: 2005
    • 7. Why Brand?
    • 8. A Brand is
      Not a Logo
    • 9. A Brand is a
      Metaphor for Perception
    • 10.
    • 11.
    • 12.
    • 13.
    • 14.
    • 15.
    • 16.
    • 17.
    • 18.
    • 19.
    • 20. You’re Hired!
    • 21. Search result management
      Potential Clients / Employers
      You have something to say
      Why Brand?
    • 22. Old and Busted
    • 23. zOMG56k!
    • 24. Analog vs. Digital Brand
      Andrew Nacin
    • 25.
    • 26. There is noSuch Thingas Online.
    • 27. New Hotness
      People as a product (PaaP)
      Plant a flag on your corner of the Internet
      Take control of your online identity
    • 28. For the Developers, that’s:
      //establish brand elements
      $brand = array(
      ‘name’ => ’Benjamin J. Balter’,
      ‘photo’ => ’
      ‘bio’ => ‘J.D./M.B.A. Candidate, New Media Fanatic,
      Documentary Junkie’,
      //loop and add user meta
      foreach( $brandas $key => value )
      add_user_meta( $id, $key, $value, true );
    • 29. What’s Your Brand?
    • 30.
    • 31.
    • 32. Who Sees Your Brand?
    • 33. Who’s Looking at Your Brand?
    • 34. WordPress Makes itDumb Simpleto Tell Your Storyto the World.
    • 35. How To
      Grab your Domain
      Describe Yourself
      Start a Blog
      Be Social
      Give Your Resume an Upgrade
    • 36. Grab Your Domain
      The .Org Route
      Grab some shared hosting space
      DownloadWordPress from WordPress.org2
      Install and Configure
      Cost: ~$75 / year
      The .Com Route
      Register for and create a site1
      In your Dashboard, navigate to Upgrades -> Domains
      Register your Domain
      Cost: $17 / year
      Free as in beer.
      Free as in speech.
    • 37. Describe Yourself
      What makes you different?
      Find the big things that define you
      Mind map
      Word cloud
      Work backwards
      Ask your friends
      Just sit down and write
    • 38.
    • 39. Social Networks
      Site Tagline
    • 40. Author Bio
    • 41. Bio Page
    • 42. Examples
    • 43. Examples
    • 44. Examples
    • 45.
    • 46.
    • 47. Add an About Me Widget
    • 48. Customize Your Menu
    • 49. Give Your Visitors Background
    • 50. Give Your Site a VisualIdentity
    • 51. Start a Blog
      Express yourself
      Add value to the blogosphere
      Find topics you are passionate about
      Have a strong opinion
      Engage others in your network
      Share your work
    • 52. Blogging Basics
      Pretty Permalinks!
      Prune your slugs
      Tag, Tag, Tag (and categories)
      Hand craft excerpts
    • 53. The Nuts and Bolts
      All in one SEO Pack (Torbert)
      Google XML Sitemaps (Brachhold)
      Google Analytics for WordPress (Joost)
      Simple Facebook Connect (Otto)
      Simple Twitter Connect (Otto)
      Subscribe to Comments (Jaquith)
      For Geeks: Syntax Highlighter
      For Journos: Emphasis
    • 54.
    • 55. Be Social
      Be consistent
      Be on message
      Be tactful in your self-promotion
      Be linking to your fancy new site
      Be contactable
    • 56. Upgrade Your Resume
      Grab a plugin or throw it into a page
      Link to relevant content
      Same rules apply to resumes online
      Concise, easily skimable
      Situation, action, result
      Use the keywords employers will be looking for
      Make sure your site is featured prominently on your resume
    • 57. Next Steps
      Calling cards with QR code
      Networking (online and off)
      Digitize your portfolio
      Evaluate and refine
      Site’s Look and Feel
      Vanity URL Shortener
      Establish a Board of Directors
    • 58. Advanced Branding
      Crafting Your Personal Marketing Plan
    • 59. The Four P’s
      ProductYou, your ideas, your unique skillset
      PlaceYour site, your social networks
      Price What is the cost of following you?
      PromotionHow do you promote yourself?
    • 60. SWOT Analysis
      Strength DC’s best WordPress coder
      Weakness DC’s worst graphic designer
      Opportunity Going to SXSW next week
      Threat Drupal.
    • 61. Other Considerations
      Targeting Who visits?
      Brand Loyalty Do they care?
      Brand Extensions Do I have Partners?
      Promotion Stickiness Am I Catchy?
    • 62. Additional Resources
      The Brand Called You, Tom Peters, Fast Company, Aug. 31, 1997
      The Brand You 50, Tom Peters
      Never Eat Alone, Keith Ferrazzi
      The WordPressCodex
      The Internet
    • 63. Photo Credits
      Product logos courtesy captcreate
      WordPressGuy123 courtesy d_vdm
      Generic coffee courtesy libraryman
      Starbucks cup courtesy patrick_q
      Tap water courtesy joeshlabotnik
      Bottled water courtesy sskenne
      Coca-Cola can courtesy s0mpho
      All photos used under a Creative Commons License
    • 64. Photo Credits
      Geek Squad courtesy leonarchien
      Disneyworld courtesy expressmonorail
      Obama poster courtesy anthonybaker
      Modem courtesy markusram
      Anonymous user courtesy stianeikeland
      Mullet courtesy kennyferguson
      All photos used under a Creative Commons License
    • 65. Benjamin J. Balter
      twitter @BenBalter