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Developing POP! A Professional Online Presence
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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 …

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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  • 1. A PROFESSIONAL ONLINE PRESENCE
    DEVELOPING POP!
    MARKETING
    YOU!
    © Copyright
    Dawn Edmiston 2011
    www.theMarketingProf.com
  • 2. BACKGROUND
    The Wall Street Journal declared 2009 was the toughest labor market in 25 years for graduating college seniors
    Traditional job board searches and resume submissions are no longer as effective
    Social media = communication channel for both personal and professional purposes
    Socialnomics (http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/)
  • 3. Developing POP!
    The 10 Step Process
  • 4. 1) ESTABLISH AN ONLINE IDENTITY
    Encourage students to own their domain name (less than $10/year)
    Students may need to differentiate themselves, such as JohnSmithIMC
    Students are required to develop a profile on Google and LinkedIn
  • 5. 2) PERSONALIZE URLS
    Important for strengthening one’s personal brand and search engine optimization
    For example:
    www.dawnedmiston.com
    linkedin.com/in/dawnedmiston
    twitter.com/dawnedmiston
    Students need to “own” what appears in search results (note personal example on next slide)
  • 6.
  • 7. 2) PERSONALIZE URLS
    Important for strengthening one’s personal brand and search engine optimization
    Students need to “own” what appears in search results
    Students are encouraged to personalize all URL addresses when possible
    Check availability of “brand name” on dozens of sites through tools such as:
  • 8. 3) DEVELOP CONTENT
    Once an online identity has been established, students develop content to support their brand:
    develop professional site using Wordpress
    submit 3 original posts (with external links) related to their field of interest
    Use Google Alerts to receive daily updates on selected topics
  • 9. 4)PROMOTE BRAND NAME and 5) PROMOTE CONTENT
    Include personalized URLs in the signature block of emails, resumes, and business cards
    Leverage social bookmarking sites such as:
  • 10. 6) ACTIVELY NETWORK
    Social media is an excellent tool for networking with others in a particular field of interest
    LinkedIn Groups = 1+ million
    Students need to join at least 4 LinkedIn Groups
  • 11. 7) MONITOR YOUR BRAND
    Students are encouraged to:
    Google their names frequently
    Establish a Google Alert for their brand name
    Tracking sites are also useful such as:
  • 12. 8) ENGAGE YOUR AUDIENCE
    Students must not only build an online presence, but engage their audience and establish relationships with them
    Students are encouraged to review and respond to postings as often as possible and contribute new topics to their LinkedIn Group discussions
  • 13. 9) MEASURE YOUR ONLINE
    Measuring social media effectiveness is still new, but innovative tools are being developed, such as Klout
    “Kloutscores” measure the overall influence that uses variables on Facebook, LinkedIn, and Twitter
    Based on actions such as retweets, @messages, follows, comments, and likes
  • 14. 10) MANAGE YOUR BRAND PRESENCE
    Ultimate goal = students view this assignment not as a course requirement, but rather as a career opportunity
    Building and sustaining POP! will be one of the most
    promising investments students canmake
  • 15. POP! SUCCESS FACTORS
    Developing POP! ultimately demands student engagement in the learning process.
    Although students can read about the potential of social media, they will not comprehend the power of social media until they actually practice it.