Developing POP! A Professional Online Presence


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Developing a Professional Online Presence (POP!) for personal branding and personal marketing purposes has become more important than ever in a virtual environment. Developing POP! is a ten-step process that leverages various social media tools to build and sustain your professional online presence. This concept received the 2011 Marketing Management Association Teaching Innovation Award.

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Developing POP! A Professional Online Presence

  1. 1. A PROFESSIONAL ONLINE PRESENCE<br />DEVELOPING POP!<br />MARKETING<br />YOU!<br />© Copyright <br />Dawn Edmiston 2011<br /><br />
  2. 2. BACKGROUND<br />The Wall Street Journal declared 2009 was the toughest labor market in 25 years for graduating college seniors<br />Traditional job board searches and resume submissions are no longer as effective<br />Social media = communication channel for both personal and professional purposes<br />Socialnomics (<br />
  3. 3. Developing POP! <br />The 10 Step Process <br />
  4. 4. 1) ESTABLISH AN ONLINE IDENTITY<br />Encourage students to own their domain name (less than $10/year)<br />Students may need to differentiate themselves, such as JohnSmithIMC<br />Students are required to develop a profile on Google and LinkedIn<br />
  5. 5. 2) PERSONALIZE URLS<br />Important for strengthening one’s personal brand and search engine optimization<br />For example:<br /><br /><br /><br />Students need to “own” what appears in search results (note personal example on next slide)<br />
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  7. 7. 2) PERSONALIZE URLS<br />Important for strengthening one’s personal brand and search engine optimization<br />Students need to “own” what appears in search results<br />Students are encouraged to personalize all URL addresses when possible<br />Check availability of “brand name” on dozens of sites through tools such as: <br />
  8. 8. 3) DEVELOP CONTENT<br />Once an online identity has been established, students develop content to support their brand:<br />develop professional site using Wordpress<br />submit 3 original posts (with external links) related to their field of interest<br />Use Google Alerts to receive daily updates on selected topics<br />
  9. 9. 4)PROMOTE BRAND NAME and 5) PROMOTE CONTENT<br />Include personalized URLs in the signature block of emails, resumes, and business cards<br />Leverage social bookmarking sites such as:<br />
  10. 10. 6) ACTIVELY NETWORK<br />Social media is an excellent tool for networking with others in a particular field of interest<br />LinkedIn Groups = 1+ million<br />Students need to join at least 4 LinkedIn Groups<br />
  11. 11. 7) MONITOR YOUR BRAND<br />Students are encouraged to: <br />Google their names frequently<br />Establish a Google Alert for their brand name<br />Tracking sites are also useful such as:<br />
  12. 12. 8) ENGAGE YOUR AUDIENCE<br />Students must not only build an online presence, but engage their audience and establish relationships with them<br />Students are encouraged to review and respond to postings as often as possible and contribute new topics to their LinkedIn Group discussions<br />
  13. 13. 9) MEASURE YOUR ONLINE<br />Measuring social media effectiveness is still new, but innovative tools are being developed, such as Klout<br />“Kloutscores” measure the overall influence that uses variables on Facebook, LinkedIn, and Twitter<br />Based on actions such as retweets, @messages, follows, comments, and likes<br />
  14. 14. 10) MANAGE YOUR BRAND PRESENCE<br />Ultimate goal = students view this assignment not as a course requirement, but rather as a career opportunity<br />Building and sustaining POP! will be one of the most<br /> promising investments students canmake<br />
  15. 15. POP! SUCCESS FACTORS<br />Developing POP! ultimately demands student engagement in the learning process. <br />Although students can read about the potential of social media, they will not comprehend the power of social media until they actually practice it. <br />