Building Your Online Brand

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This workshop will discuss the importance of creating, managing and maintaining an effective online brand across different social media sites that appeals to your business contacts and potential employers whilst still managing to interact with your friends using social networking tools.
The session will cover:
Using social networking as a business enabler.
Ensuring the security and privacy of your data.
Exploring potential issues with using social media.
How to avoid any errors that you may inadvertently make which might embarrass you professionally.
Attend this workshop to learn how social media tools can be effectively used to advertise your presence and build your online brand, and display only the information you choose to share.

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Building Your Online Brand

  1. 1. Building your online brand<br />Eileen Brown<br />Amastra Ltd.<br />http://eileenbrown.wordpress.com<br />http://twitter.com/eileenb<br />
  2. 2. Agenda<br />Using social networking as a business enabler<br />Security and privacy of your data<br />Potential issues with using social media<br />how to avoid any embarrassing errors<br />Social media tools to advertise your presence<br />Build your online brand <br />
  3. 3. Wordle.net<br />
  4. 4. Introductions<br />Your name / brand<br />How often do you use social media tools?<br />How do you network using social media:<br />Most beneficial<br />Least beneficial / annoying<br />
  5. 5. Social Media Access Points<br />Blogs<br />Wikis<br />Your turn...<br />
  6. 6. Exposure vs. Engagement<br />Reach<br />Cognition <br />Transaction<br />Ephemeral <br />Passive<br />Creates Demands<br />Engagement<br />Relevance <br />Affect<br />Process<br />Enduring<br />Active Customer Involvement<br />Builds Brands<br />Exposure<br />
  7. 7. What Percentage of Bloggers Post Opinions about Products or Brands?<br /><ul><li>98 percent
  8. 8. 73 percent
  9. 9. 50 percent
  10. 10. 34 percent
  11. 11. 19 percent</li></li></ul><li>78% of consumers trust peer recommendations<br />Only 14% trust advertisements<br />
  12. 12.
  13. 13. Authenticity<br />Consumers value interaction<br />person, team, or organisation<br />Direct connections with consumer. <br />Traditional marketing: PR spokesperson<br />briefed in corporate messaging<br />Ensures correct brand image is communicated. <br />Everyone becomes a spokesperson. <br /> Anything you say is perceived as "official company line" <br />
  14. 14. 80% of Twitter usage is on mobile devices<br />Update anywhere - anytime<br />What does that mean for bad customer experience?<br />
  15. 15.
  16. 16. Why participate?<br />What’s in it for you / your company / <br />Goals<br />Audience<br />Identity<br />
  17. 17. Reflections 1<br />Define your Online Brand goals<br />Worksheet 1<br />http://www.flickr.com/photos/mleak/163875483/<br />
  18. 18. Agenda<br />Using social networking as a business enabler<br />Security and privacy of your data<br />Potential issues with using social media<br />how to avoid any embarrassing errors<br />Social media tools to advertise your presence<br />Build your online brand <br />
  19. 19. Who are you?<br />
  20. 20. http://www.flickr.com/photos/relves/46189613/<br />Privacy<br />
  21. 21. Privacy Settings<br />Internal<br />External<br />
  22. 22.
  23. 23.
  24. 24. Class Discussion<br />What other potential privacy issues could impact your brand?<br />
  25. 25. Agenda<br />Using social networking as a business enabler<br />Security and privacy of your data<br />Potential issues with using social media<br />how to avoid any embarrassing errors<br />Social media tools to advertise your presence<br />Build your online brand <br />
  26. 26. Good Online Brand Identity <br />
  27. 27.
  28. 28. People will read what you write<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32. Avoiding issues<br />Think before you post<br />Not when drunk / angry / upset<br />Never bash the competition<br />Have a thick skin<br />Be humble<br />Avoid being too critical<br /><ul><li>Positive messages are stronger</li></li></ul><li>Agenda<br />Using social networking as a business enabler<br />Security and privacy of your data<br />Potential issues with using social media<br />how to avoid any embarrassing errors<br />Social media tools to advertise your presence<br />Build your online brand <br />
  33. 33. http://www.flickr.com/photos/gustavog/9708628<br />
  34. 34.
  35. 35. Maintaining an identity<br />
  36. 36. Excuses<br />Unique<br />Profession<br />Bubble up<br />No time<br />
  37. 37. Fishing<br />Stagnant Water<br />Fresh Water<br />
  38. 38. Reflections 2<br />Define your Online Brand identity<br />Worksheet 2<br />
  39. 39. Agenda<br />Using social networking as a business enabler<br />Security and privacy of your data<br />Potential issues with using social media<br />how to avoid any embarrassing errors<br />Social media tools to advertise your presence<br />Build your online brand <br />
  40. 40. The brand called You<br />Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.<br />Tom Peters: August 31st 1997<br />http://www.fastcompany.com/magazine/10/brandyou.html<br />
  41. 41. Creating an identity<br />Identity<br />Credibility<br />Authenticity<br />Identity<br />Influence<br />Reputation<br />Presence<br />http://www.flickr.com/photos/21845260@N00/3180664969/<br />
  42. 42. Packaging your brand<br />Self promotion<br />Transparency<br />CV<br />Connections<br />Consistent Profile<br />Interests<br />http://www.flickr.com/photos/marketingpost/282628483/<br />
  43. 43.
  44. 44. Branding<br />Define yourself<br />Publish<br />Find your audience<br />Connect and engage<br />Broadcast<br />
  45. 45. Creating your brand<br />Get a website - or if unsure about coding, get a blog. <br />LinkedIn / Facebook / Twitter profiles.  <br />Import and connect with all of your contacts online<br />Contribute to the conversation <br />Use privacy settings within the application. <br />
  46. 46. Reflections 3<br />Identify the Audience<br />Worksheet 3<br />
  47. 47. Marketing your brand<br />Strive to influence positive responses<br />Engage the audience. <br />Link and Retweet = Reputation and credibility. <br />Develop a relationship with your audience<br />Drive everyone to your online presence.<br />Publicise your brand. Everywhere. <br />
  48. 48. Online profiles<br />
  49. 49.
  50. 50. Don’t under-estimate the investment in time required to make your Social Media online brand successful. <br />
  51. 51. Helping you find a better way...<br />Thank you<br />http://eileenbrown.wordpress.com<br />http://twitter.com/eileenb<br />http://facebook.com/amastra<br />http://LinkedIn.com/in/eileenbrown<br />Skype: Eileen_brown<br />

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