standing together. moving forward.
Building and Managing Your Reputation and Personal Brand
The Rules Have Changed
Adapted from Supreme Marketing Solutions
Branding for YOU:
Case Study:
▪ 40% of companies use
social media to
research job candidates
▪ 43% found
information that
caused them NOT to
hire a cand...
What are they looking for?
▪ Whether the candidate presents themself professionally
▪ Whether the candidate a good fit for...
Managing Your Online Reputation
Pitfalls
• What to watch for
• Ways that your online
reputation can be
damaged
Management ...
Pitfall: The Content
YOU Are Posting
What messages are you sending?
Do you look like a professional online?
Are you demons...
Case Study: Justine Sacco
Losing a “fatty paycheck” from Cisco
Pitfall: The People
You Interact With
What are your friends and followers saying about you?
Do you really want to endorse ...
Guilty by Association
• 1 in 2 users have
profane or obscene
language on their
Facebook walls
– 56% of those posts
come fr...
Will your friends keep your secrets?
Pitfall: Look Beyond
Social Media
Do you know what else is out there?
Have you googled yourself lately?
Is it really you?
Meth Lab Seized in Douglas County, Two Charged
June 25, 2009
by Greg Brock
The Douglas County Sheriff's ...
Your social media activity
has REAL consequences.
Case Study:
PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.
The question we’re all asking –
what in the world is a dongle?
PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.
Adria Richards
SendGrid developer evangelist
He was talking about helping the next generation learn to
program and how happy PyCon was with the Young Coders
workshop (...
PlayHaven developers at PyCon 2013 in
Santa Clara, Calif.
The conversation that followed…
• Media picked up the story and it started generating worldwide
buzz
• Initially, this was...
mr-hank Speaks Out
“…Adria has an audience and is a successful person of the media. Just check
out her web page linked in ...
Increased Scrutiny
• Just before PyCon, Adria made a sexual joke about the TSA on
Twitter
• Following her tweet, she compa...
Adria Richards Fired From SendGrid After Social Media Firestorm
Case Study: Misidentification
• Peter Nolan, the public face
of Crimes Against Fathers
• Men’s rights activist
• “Name and...
• Crimes Against Fathers names Rachel
Cassidy as the woman in the tape
• The University and the Police have
confirmed that...
▪ Know What Information
is Out There
–Web Searches
–Google Alerts
▪ Scrub, Scrub, Scrub
–Know your privacy settings
–Remov...
Social Media Continuum of Tools
PublishConnect
Syndicate,
Search,
Aggregate
Collaborate Rank, Tag, Comment,
Bookmark
Measu...
Create a LinkedIn Profile
• Create a distinctive summary
• Online resume
• Groups
• Network
• Get recommendations
Is Your LinkedIn Presence Hurting You?
1. Profile is incomplete and/or has typos
2. Picture is unprofessional or nonexiste...
Good LinkedIn Summaries
Differentiate Yourself
• Blogging and publishing your work
• Create a personal website incorporating your social media pro...
What is an elevator speech?
How would you explain your business (personal brand) and make a
sale (get an interview or job)...
I want one!
• Clarify your job target
• Put it on paper
• Format it
• Tailor the pitch to them , not you
• Eliminate indus...
Perception is reality.
Questions?
Beth Keserauskis
Beth.Keserauskis@stlcop.edu
linkedin.com/in/bethkeserauskis
@bethkeserauskis
slideshare.net/be...
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation
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May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation

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  • Remember Justine Sacco, the IAC PR director who famously posted this on Twitter before boarding a flight to South Africa last December?:The tweet went viral and, by the time she landed, half the world thought Sacco was an insensitive racist jerk. A few days later, she was fired. But the far greater impact is that, for the rest of her life, a Google search of Sacco’s name will turn up a million or so results about the offensive tweet before getting to anything else about the woman.The irony is that Sacco’s father grew up in South Africa and she was actually born there. And, by all accounts, she is not a bigot, a bad person, or an idiot. She’s a talented professional who had learned that outrageous tweets got the attention of her Twitter followers.Read more: http://www.entrepreneur.com/article/231426#ixzz2t7lhivRi
  • At a Py Con (Pythonconference)Talking about Dongles and forking (networking term
  • At PyCon 2013 (Python developer conference), two employees from PlayHaven sat in the audience and made rude jokes about “big dongles.”
  • Point out…How many women do you see?
  • There’s at least one woman in the room. Adria Richards was sitting right in front of these two. She was offended by their remarks.
  • Adria turned around in her seat, snapped a photo of the two developers making jokes and tweeted it to the conference, hoping that the community would respond.
  • Then she tweeted the organizers asking them to step in.And she shared the PyCon Attendee Code of Conduct.The conference organizers responded quickly.They spoke with the PlayHaven employees about their commentsBoth apologizedNo one had to be removed from the conference.After the conference, PyCon updated its "Attendee Procedure for Handling Harassment" to encourage conference attendees to report such behavior privately. "Public shaming can be counter-productive to building a strong community. PyCon does not condone nor participate in such actions out of respect.” – PyCon
  • We know that one of these employees was fired by PlayHaven who determined that the comments were contrary to the company’s dedication to gender equality.
  • The employee who was fired, identifying himself as mr-hank, posted a statement about the ordeal.
  • Adria began to receive intense criticism of the way she handled the situation. Through Twitter and her blog, she engaged with her critics and defended her position. She began to receive threats of rape and murder.
  • And if it wasn’t bad enough, Anonymous began calling for SendGrid to fire her.Sidenote – Anonymous is a decentralized international network of hackers/social activists that targets organizations online that violate its values. Attacks often consist of network security breaches and DDoS attacks (Distributed Denial of Service –Anonymous will attack servers and take down the entire site).Some recent targets of Anonymous attacks:The governments of the US, India, Isreal, UgandaCorporations including PayPal, Mastercard, Visa and SonyAnonymous decided to get involved in the PyCon scandal.Threatened DDoS attacks against SendGridObtained a list of SendGrid’s clients and began harassing and threatening them.
  • SendGrid fired Adria RichardsAccording to the company, the controversy had made it impossible to successfully do her job.Is there’s something else that may have influenced them (the threat of their business being destroyed by Anonymous)?
  • The situation highlights some important questions and issuesGender issues in tech industriesEx. Facebook engineersOnline disinhibitionAdria’s handling of the situation AND the reaction to herInternet trollsGroup Polarization TheoryAs people converge around the same opinion or view, the group will begin to take a more extreme position than the individuals would aloneA group's attitude toward a situation may change in the sense that the individuals' initial attitudes have strengthened and intensified after group discussionOther examples (Geese?)Crisis communicationIt became so big, so fast that there was no way to get ahold of itEveryone lost
  • http://careermuscles.wordpress.com/2010/08/06/9-ways-your-linkedin-profile-is-hurting-your-career-pete-leibman-career-expert-speaker/
  • May 17, 2014 Ladies in Pharmacy Workshop: Managing Your Personal Reputation

    1. 1. standing together. moving forward. Building and Managing Your Reputation and Personal Brand The Rules Have Changed
    2. 2. Adapted from Supreme Marketing Solutions Branding for YOU:
    3. 3. Case Study:
    4. 4. ▪ 40% of companies use social media to research job candidates ▪ 43% found information that caused them NOT to hire a candidate ▪ Reasons candidates are being disqualified: –Provocative/inappropriate photos –Evidence of drinking or drug use –Poor communication skills –Bad-mouthing a previous employer –Discriminatory comments –Lying about qualifications Source: Harris Interactive/Career Builder Survey Why does this matter to me?
    5. 5. What are they looking for? ▪ Whether the candidate presents themself professionally ▪ Whether the candidate a good fit for the company culture ▪ More about the candidate’s qualifications ▪ Whether the candidate is well-rounded Source: Harris Interactive/Career Builder Survey
    6. 6. Managing Your Online Reputation Pitfalls • What to watch for • Ways that your online reputation can be damaged Management Strategies • How to repair damage done • Building your personal brand
    7. 7. Pitfall: The Content YOU Are Posting What messages are you sending? Do you look like a professional online? Are you demonstrating good judgment?
    8. 8. Case Study: Justine Sacco
    9. 9. Losing a “fatty paycheck” from Cisco
    10. 10. Pitfall: The People You Interact With What are your friends and followers saying about you? Do you really want to endorse their content by association?
    11. 11. Guilty by Association • 1 in 2 users have profane or obscene language on their Facebook walls – 56% of those posts come from friends • Profanity makes coworkers perceive you as being: – Unintelligent – Impatient – Angry – A “loose cannon”
    12. 12. Will your friends keep your secrets?
    13. 13. Pitfall: Look Beyond Social Media Do you know what else is out there? Have you googled yourself lately?
    14. 14. Is it really you? Meth Lab Seized in Douglas County, Two Charged June 25, 2009 by Greg Brock The Douglas County Sheriff's Office says it has seized a methamphetamine lab in the Vanzant area and two people have been charged. Sheriff Chris Degase says 32-year-old Michael Bunts, Mountin Grove, and 20-year-old Danielle Parmenter, of Vanzant, were taken into custody at a residence near the junction of Highways 76 and 95.
    15. 15. Your social media activity has REAL consequences.
    16. 16. Case Study:
    17. 17. PlayHaven developers at PyCon 2013 in Santa Clara, Calif.
    18. 18. The question we’re all asking – what in the world is a dongle?
    19. 19. PlayHaven developers at PyCon 2013 in Santa Clara, Calif.
    20. 20. Adria Richards SendGrid developer evangelist
    21. 21. He was talking about helping the next generation learn to program and how happy PyCon was with the Young Coders workshop (which I volunteered at). He was mentioning that the PyLadies auction had raised $10,000 in a single night and the funds would be used for their initiatives. I saw a photo on main stage of a little girl who had been in the Young Coders workshop. I realized I had to do something or she would never have the chance to learn and love programming because the ass clowns behind me would make it impossible for her to do so. – excerpt from Adria Richards blog post, “Forking and Dongle Jokes Don’t Belong at Tech Conferences
    22. 22. PlayHaven developers at PyCon 2013 in Santa Clara, Calif.
    23. 23. The conversation that followed… • Media picked up the story and it started generating worldwide buzz • Initially, this was seen as yet another example Twitter raising the bar in terms of professional accountability • Then, the tone of the conversation began to change…
    24. 24. mr-hank Speaks Out “…Adria has an audience and is a successful person of the media. Just check out her web page linked in her twitter account, her hard work and social activism speaks for itself. With that great power and reach comes responsibility. As a result of the picture she took I was let go from my job today. Which sucks because I have 3 kids and I really liked that job. She gave me no warning, she smiled while she snapped the pic and sealed my fate. Let this serve as a message to everyone, our actions and words, big or small, can have a serious impact.”
    25. 25. Increased Scrutiny • Just before PyCon, Adria made a sexual joke about the TSA on Twitter • Following her tweet, she compared herself to Joan of Arc (minus the visions)
    26. 26. Adria Richards Fired From SendGrid After Social Media Firestorm
    27. 27. Case Study: Misidentification • Peter Nolan, the public face of Crimes Against Fathers • Men’s rights activist • “Name and shame” women who they believe falsely accuse men of sexual assault and other crimes
    28. 28. • Crimes Against Fathers names Rachel Cassidy as the woman in the tape • The University and the Police have confirmed that she is NOT the woman in the tape • Her name, phone number, address and photos have been published on the site • She is being harassed and is receiving threats of violence • She is not currently in school Case Study: Misidentification
    29. 29. ▪ Know What Information is Out There –Web Searches –Google Alerts ▪ Scrub, Scrub, Scrub –Know your privacy settings –Remove questionable content –Monitor your friends ▪ Become the Source of Content –Boost your LinkedIn Profile –Post your research on ResearchGate –Start a blog –Make your content the most relevant –Be findable, reflect your personality Protecting Your Personal Brand
    30. 30. Social Media Continuum of Tools PublishConnect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Measure
    31. 31. Create a LinkedIn Profile • Create a distinctive summary • Online resume • Groups • Network • Get recommendations
    32. 32. Is Your LinkedIn Presence Hurting You? 1. Profile is incomplete and/or has typos 2. Picture is unprofessional or nonexistent 3. Headline is boring, unoriginal, or hard to understand 4. Email address is missing 5. You do not appear to be well-connected 6. Summary is not as impressive as it could be 7. No groups 8. Achievements for each of your prior jobs are not listed 9. No recommendations
    33. 33. Good LinkedIn Summaries
    34. 34. Differentiate Yourself • Blogging and publishing your work • Create a personal website incorporating your social media profiles • Find unique networking opportunities • Establish relationships outside of the job search • Create your “elevator speech”
    35. 35. What is an elevator speech? How would you explain your business (personal brand) and make a sale (get an interview or job) if fate placed you in an elevator with your dream prospect (employer) and you only had the time it takes to get from the top of the building to the bottom? • 30-60 seconds • ~200 words • Who you are • What you do • What you are looking for • Why you are the perfect candidate
    36. 36. I want one! • Clarify your job target • Put it on paper • Format it • Tailor the pitch to them , not you • Eliminate industry jargon • Read it out loud • Practice, practice, practice! Source: Nancy Collamer, Forbes
    37. 37. Perception is reality.
    38. 38. Questions? Beth Keserauskis Beth.Keserauskis@stlcop.edu linkedin.com/in/bethkeserauskis @bethkeserauskis slideshare.net/bethkeserauskis bethkeserauskis.com

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