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Using WordPress to Craft Your Personal Brand<br />Benjamin J. Balter<br />webBen.Balter.com<br />emailBen@Balter.com<br />...
“ Ben Balter ”<br />
Benjamin J. Balter<br />J.D./M.B.A.<br />New Media Fanatic<br />First WP login: 2005<br />
Why Brand?<br />
A Brand is<br />Not a Logo<br />
A Brand is a<br />Metaphor for Perception<br />
You’re Hired!<br />
Search result management<br />Networking<br />Personal<br />Professional<br />Potential Clients / Employers<br />You have ...
Old and Busted<br />
zOMG56k!<br />
Analog vs. Digital Brand<br />vs.<br />WordPressGuy123<br />Andrew Nacin<br />
There is noSuch Thingas Online.<br />
New Hotness<br />People as a product (PaaP)<br />Plant a flag on your corner of the Internet<br />Take control of your onl...
For the Developers, that’s:<br />//establish brand elements<br />$brand = array(<br />	‘name’ => ’Benjamin J. Balter’,<br ...
What’s Your Brand?<br />
Who Sees Your Brand?<br />
Who’s Looking at Your Brand?<br />
WordPress Makes itDumb Simpleto Tell Your Storyto the World.<br />
How To	<br />Grab your Domain<br />Describe Yourself<br />Start a Blog<br />Be Social<br />Give Your Resume an Upgrade<br />
Grab Your Domain<br />The .Org Route<br />Grab some shared hosting space<br />DownloadWordPress from WordPress.org2<br />I...
Describe Yourself<br />What makes you different?<br />Find the big things that define you<br />Mind map<br />Word cloud<br...
Social Networks<br />Site Tagline<br />
Author Bio<br />
Bio Page<br />
Examples<br />Journalist<br />Geek<br />Human<br />
Examples<br />
Examples<br />
Add an About Me Widget<br />
Customize Your Menu<br />
Give Your Visitors Background<br />
Give Your Site a VisualIdentity<br />
Start a Blog<br />Express yourself<br />Add value to the blogosphere<br />Find topics you are passionate about<br />Have a...
Blogging Basics<br />Pretty Permalinks!<br />Prune your slugs<br />Tag, Tag, Tag (and categories)<br />Hand craft excerpts...
The Nuts and Bolts<br />All in one SEO Pack (Torbert)<br />Google XML Sitemaps (Brachhold)<br />Google Analytics for WordP...
Be Social<br />Be consistent<br />Be on message<br />Be tactful in your self-promotion<br />Be linking to your fancy new s...
Upgrade Your Resume<br />Grab a plugin or throw it into a page<br />Link to relevant content<br />Same rules apply to resu...
Next Steps<br />Calling cards with QR code<br />Networking (online and off)<br />Digitize your portfolio<br />Evaluate and...
Advanced Branding<br />Crafting Your Personal Marketing Plan<br />
The Four P’s<br />ProductYou, your ideas, your unique skillset<br />PlaceYour site, your social networks<br />Price			What...
SWOT Analysis<br />Strength		DC’s best WordPress coder<br />Weakness		DC’s worst graphic designer<br />Opportunity	Going t...
Other Considerations<br />Targeting						Who visits?<br />Brand Loyalty				Do they care?<br />Brand Extensions			Do I have...
Additional Resources<br />The Brand Called You, Tom Peters, Fast Company, Aug. 31, 1997<br />The Brand You 50, Tom Peters<...
Photo Credits<br />Product logos courtesy captcreatehttp://www.flickr.com/photos/27845211@N02/2616906744/<br />WordPressGu...
Photo Credits<br />Geek Squad courtesy leonarchienhttp://www.flickr.com/photos/leonardchien/3385270752/<br />Disneyworld c...
Benjamin J. Balter<br /> webBen.Balter.com<br />emailBen@Balter.com<br />twitter 	@BenBalter<br />
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
Using WordPress to Craft Your Personal Brand
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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: http://ben.balter.com/2011/03/09/craft-your-personal-brand/

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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 -&gt; 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 -&gt; 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-&gt; 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 -&gt; SEO++Create original contentGive people a reason to come backRSS Reader -&gt; IdeasSet a schedule/Goal
  • Reverse pyramid, active voice, linking to relevant sources, etc.Tags -&gt; Feedback
  • GA -&gt; 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 of "Using WordPress to Craft Your Personal Brand"

    1. 1. Using WordPress to Craft Your Personal Brand<br />Benjamin J. Balter<br />webBen.Balter.com<br />emailBen@Balter.com<br />twitter @BenBalter<br />
    2. 2. “ Ben Balter ”<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6. Benjamin J. Balter<br />J.D./M.B.A.<br />New Media Fanatic<br />First WP login: 2005<br />
    7. 7. Why Brand?<br />
    8. 8. A Brand is<br />Not a Logo<br />
    9. 9. A Brand is a<br />Metaphor for Perception<br />
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20. You’re Hired!<br />
    21. 21. Search result management<br />Networking<br />Personal<br />Professional<br />Potential Clients / Employers<br />You have something to say<br />Why Brand?<br />
    22. 22. Old and Busted<br />
    23. 23. zOMG56k!<br />
    24. 24. Analog vs. Digital Brand<br />vs.<br />WordPressGuy123<br />Andrew Nacin<br />
    25. 25.
    26. 26. There is noSuch Thingas Online.<br />
    27. 27. New Hotness<br />People as a product (PaaP)<br />Plant a flag on your corner of the Internet<br />Take control of your online identity<br />
    28. 28. For the Developers, that’s:<br />//establish brand elements<br />$brand = array(<br /> ‘name’ => ’Benjamin J. Balter’,<br /> ‘photo’ => ’http://cdn.benbalter.com/wp-content/uploads/<br /> 2010/09/suit.jpg’,<br /> ‘bio’ => ‘J.D./M.B.A. Candidate, New Media Fanatic, <br /> Documentary Junkie’,<br /> );<br />//loop and add user meta<br />foreach( $brandas $key => value )<br />add_user_meta( $id, $key, $value, true );<br />
    29. 29. What’s Your Brand?<br />
    30. 30.
    31. 31.
    32. 32. Who Sees Your Brand?<br />
    33. 33. Who’s Looking at Your Brand?<br />
    34. 34. WordPress Makes itDumb Simpleto Tell Your Storyto the World.<br />
    35. 35. How To <br />Grab your Domain<br />Describe Yourself<br />Start a Blog<br />Be Social<br />Give Your Resume an Upgrade<br />
    36. 36. Grab Your Domain<br />The .Org Route<br />Grab some shared hosting space<br />DownloadWordPress from WordPress.org2<br />Install and Configure<br />Cost: ~$75 / year<br />The .Com Route<br />Register for WordPress.com and create a site1<br />In your Dashboard, navigate to Upgrades -> Domains<br />Register your Domain<br />Cost: $17 / year<br />Free as in beer.<br />Free as in speech.<br />
    37. 37. Describe Yourself<br />What makes you different?<br />Find the big things that define you<br />Mind map<br />Word cloud<br />Work backwards<br />Ask your friends<br />Just sit down and write<br />
    38. 38.
    39. 39. Social Networks<br />Site Tagline<br />
    40. 40. Author Bio<br />
    41. 41. Bio Page<br />
    42. 42. Examples<br />Journalist<br />Geek<br />Human<br />
    43. 43. Examples<br />
    44. 44. Examples<br />
    45. 45.
    46. 46.
    47. 47. Add an About Me Widget<br />
    48. 48. Customize Your Menu<br />
    49. 49. Give Your Visitors Background<br />
    50. 50. Give Your Site a VisualIdentity<br />
    51. 51. Start a Blog<br />Express yourself<br />Add value to the blogosphere<br />Find topics you are passionate about<br />Have a strong opinion<br />Engage others in your network<br />Share your work<br />
    52. 52. Blogging Basics<br />Pretty Permalinks!<br />Prune your slugs<br />Tag, Tag, Tag (and categories)<br />Hand craft excerpts <br />
    53. 53. The Nuts and Bolts<br />All in one SEO Pack (Torbert)<br />Google XML Sitemaps (Brachhold)<br />Google Analytics for WordPress (Joost)<br />Simple Facebook Connect (Otto)<br />Simple Twitter Connect (Otto)<br />Subscribe to Comments (Jaquith)<br />For Geeks: Syntax Highlighter<br />For Journos: Emphasis<br />
    54. 54.
    55. 55. Be Social<br />Be consistent<br />Be on message<br />Be tactful in your self-promotion<br />Be linking to your fancy new site<br />Be contactable<br />
    56. 56. Upgrade Your Resume<br />Grab a plugin or throw it into a page<br />Link to relevant content<br />Same rules apply to resumes online<br />Concise, easily skimable<br />Situation, action, result<br />Use the keywords employers will be looking for<br />Make sure your site is featured prominently on your resume<br />
    57. 57. Next Steps<br />Calling cards with QR code<br />Networking (online and off)<br />Digitize your portfolio<br />Evaluate and refine<br />Site’s Look and Feel<br />Advertise<br />Vanity URL Shortener<br />Establish a Board of Directors<br />
    58. 58. Advanced Branding<br />Crafting Your Personal Marketing Plan<br />
    59. 59. The Four P’s<br />ProductYou, your ideas, your unique skillset<br />PlaceYour site, your social networks<br />Price What is the cost of following you?<br />PromotionHow do you promote yourself?<br />
    60. 60. SWOT Analysis<br />Strength DC’s best WordPress coder<br />Weakness DC’s worst graphic designer<br />Opportunity Going to SXSW next week<br />Threat Drupal.<br />
    61. 61. Other Considerations<br />Targeting Who visits?<br />Brand Loyalty Do they care?<br />Brand Extensions Do I have Partners?<br />Promotion Stickiness Am I Catchy?<br />
    62. 62. Additional Resources<br />The Brand Called You, Tom Peters, Fast Company, Aug. 31, 1997<br />The Brand You 50, Tom Peters<br />Never Eat Alone, Keith Ferrazzi<br />The WordPressCodex<br />The Internet<br />
    63. 63. Photo Credits<br />Product logos courtesy captcreatehttp://www.flickr.com/photos/27845211@N02/2616906744/<br />WordPressGuy123 courtesy d_vdmhttp://www.flickr.com/photos/d_vdm/520785351/<br />Generic coffee courtesy librarymanhttp://www.flickr.com/photos/libraryman/109470649/<br />Starbucks cup courtesy patrick_qhttp://www.flickr.com/photos/patrick_q/250746594/<br />Tap water courtesy joeshlabotnikhttp://www.flickr.com/photos/joeshlabotnik/2881872151/<br />Bottled water courtesy sskennehttp://www.flickr.com/photos/sskennel/4818299373/<br />Coca-Cola can courtesy s0mphohttp://www.flickr.com/photos/s0mpho/2005550103/<br />All photos used under a Creative Commons License<br />
    64. 64. Photo Credits<br />Geek Squad courtesy leonarchienhttp://www.flickr.com/photos/leonardchien/3385270752/<br />Disneyworld courtesy expressmonorailhttp://www.flickr.com/photos/expressmonorail/4538390020/<br />Biebercortesydanagonazleshttp://www.flickr.com/photos/danagonzales/5480900854/<br />Obama poster courtesy anthonybakerhttp://www.flickr.com/photos/anthonybaker/2228158870/<br />Modem courtesy markusramhttp://www.flickr.com/photos/markusram/3479962160/<br />Anonymous user courtesy stianeikelandhttp://www.flickr.com/photos/stianeikeland/3696386615/<br />Mullet courtesy kennyfergusonhttp://www.flickr.com/photos/kennyferguson/12404708/<br />All photos used under a Creative Commons License<br />
    65. 65. Benjamin J. Balter<br /> webBen.Balter.com<br />emailBen@Balter.com<br />twitter @BenBalter<br />
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