Zumgi Orm 101

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Presentation I gave to USC Internet Marketing students on personal brand and online reputation management

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Zumgi Orm 101

  1. 1. Where Strategy + Marketing intersect How To Manage Your Online Reputation & Put It To Use In The Real World 1
  2. 2. About Me About Ginger Zumaeta, Founder of ZUMGI: After 20 years in the media industry in roles ranging from receptionist to researcher . . . marketing executive to executive producer, I realized that I’d accomplished everything I wanted to accomplish in television. I had created Emmy winning marketing campaigns and even launched a daily show about life in Los Angeles that went head-to-head against Oprah. I was at the top of my field, yet had started to feel confined because I wanted to work on a wider range of projects, leveraging not just traditional media, but digital media as well. I wanted to give birth to new brands, in a wider range of industries. So, in 2009, I took the leap and opened my own company, ZUMGI. Now I’ve worked with companies ranging from Coca-Cola, to a Chinese fast food restaurant, to a hospital system. For me, ZUMGI is where strategy and marketing intersect. At ZUMGI, I and my team of super-heros help businesses grow by delivering product and marketing strategies that just work. Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 2
  3. 3. My Ambitious Goal Today • Talk about Personal Brand - and why it matters • Give some basic tips on how to manage your brand • Talk about how to leverage your brand in the real world Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 3
  4. 4. What is your PERSONAL brand? Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 4
  5. 5. What happens in Vegas stays in Vegas . . . until you read about it on Twitter Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 5
  6. 6. Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 6
  7. 7. The Social Media Trifecta LinkedIn, Facebook, Twitter Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 7
  8. 8. 4 Steps to ORM • Assess •Manage •Monitor •Maintain Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 8
  9. 9. Assess • Search on Google,Yahoo, Bing,YouTube, Flickr, etc • Try something like yoast.com to conduct a non- personalized search • Record your top 30 links or so - go at least 3 pages deep to see what’s bubbling to the top (few will go further than that) • Try Outspoken Media’s assessment sheet Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 9
  10. 10. Manage • LinkedIn! The easiest way to manage the top of the list (more on this later) • Also • Facebook • Twitter • Your own blog (wordpress, blogger, tumblr, etc.) • Comments on other people’s blogs Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 10
  11. 11. LinkedIn - The Basics • Have a good profile picture • Have a good headline • Fill out your profile completely - this will force you to think about who you are • Import your contacts - you’ll be alerted when folks who aren’t on join up • Keep your profile updated • Integrate with other services (but be careful) Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 11
  12. 12. Audit Your Settings! Connectedness is awesome, but can be dangerous •Example: How a photo you take can end up in a public space. Yikes! Think about what’s going to happen with every picture you take, and that is taken of YOU!! Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 12
  13. 13. It’s not a popularity contest Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 13
  14. 14. From the physical world to the virtual • NEVER EVER throw a business card away. • Digitize it immediately, and reach back out to solidify the connection. • Figure out who you know in common • TRIAD - be a connector. Invite people you meet to join your network and see if there’s anyone you can introduce them to. Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 14
  15. 15. From the virtual world to the physical • Inventory your NETWORKS • Your Trojan network, affinity groups, expertise groups, interests, and others • Ask for help/feedback when you need it • SME’s are happy to share • Do lunch, have coffee, etc. - offer value • ASK FOR THE MEETING - HAVE NO FEAR Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 15
  16. 16. •Be the YOU you want to be •Be Authentic •Be Helpful Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 16
  17. 17. Some Resources • Outspoken Media - in slideshare on my profile • Dan Schawbel - personalbrandingblog.com • Crush It by Gary Vaynerchuk (book) • ZUMGI - www.zumgi.com Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing 17
  18. 18. Ginger Zumaeta www.linkedin.com/in/gingerzumaeta www.facebook.com/gingerzumaeta www.facebook.com/zumgi www.twitter.com/gingerzumaeta www.twitter.com/zumgi 18

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