PRESENTATION TO THE E.FACTOR CHICAGO BY HOWARD GREENSTEIN PRESIDENT THE HARBROOKE GROUP, INC. PERSONAL BRANDING USING SOCIAL MEDIA: THE BRAND CALLED “ME”

PRESENTATION TO THE E.FACTOR CHICAGO

BY HOWARD GREENSTEIN

PRESIDENT

THE HARBROOKE GROUP, INC.

Social Media Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves. Social Software: “Software that’s no fun to experiment with by yourself.” (It needs friends in order to work)

Describes the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.

Social Software: “Software that’s no fun to experiment with by yourself.” (It needs friends in order to work)

Elements of Social Media Social Networks Photo and video sharing sites Blogs and Micro Blogging (like Twitter) Podcasts Your Site (in whatever form you make it)

Social Networks

Photo and video sharing sites

Blogs and Micro Blogging (like Twitter)

Podcasts

Your Site (in whatever form you make it)

How many of you have… Facebook Page LinkedIn Profile E.Factor Profile MySpace Digg, Stumble Upon, Del.icio.us Blog? Podcast or Video Cast?

Facebook Page

LinkedIn Profile

E.Factor Profile

MySpace

Digg, Stumble Upon, Del.icio.us

Blog?

Podcast or Video Cast?

What I hope you’ll learn Social Media and Social Networks are easy for you to join Having an Online Personal Brand can help you find valuable connections for your job, your business and your future There are no ‘right answers’ about how to best interact

Social Media and Social Networks are easy for you to join

Having an Online Personal Brand can help you find valuable connections for your job, your business and your future

There are no ‘right answers’ about how to best interact

Social Network Technically, a social network is a: social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency...

Technically, a social network is a:

social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency...

Examples of Business Social Networking Sites B2B LinkedIn A “Must Use” destination XING Social network with 20MM+ users. Business is facilitated as users connect other users. 4M+ paying users primarily in Europe; used to make business introductions and connect for sales leads. E.Factor A business network for Entrepreneurs

B2B

LinkedIn

A “Must Use” destination

XING

Social network with 20MM+ users. Business is facilitated as users connect other users.

4M+ paying users primarily in Europe; used to make business introductions and connect for sales leads.

E.Factor

A business network for Entrepreneurs

Examples: Consumer Social Networking Sites MySpace 180+ million users (and growing), 6th largest web property (Alexa) The new way music gets discovered Facebook 170+ million users, the place everyone wants to be now for business and social connections. Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social media site in the world (comScore) Imeem, BuzzNet, MOG TV Sites like IslandDoo

MySpace

180+ million users (and growing), 6th largest web property (Alexa)

The new way music gets discovered

Facebook

170+ million users, the place everyone wants to be now for business and social connections.

Fastest growing of all Social Networks; Huge in 12-34, growing 35+. Facebook is the 2nd most-trafficked social media site in the world (comScore)

Imeem, BuzzNet, MOG

TV Sites like IslandDoo

“Welcome to the Jungle”

Web 2.0 and Social Media Expression

Branding http://flickr.com/photos/infinitewilderness/657085433/ http://flickr.com/photos/mcdemoura/2990151584/sizes/m/

Aug 1997 – Fast Company – The Brand Called You Start right now: as of this moment you're going to think of yourself differently! You're not an "employee" of General Motors, you're not a "staffer" at General Mills, you're not a "worker" at General Electric …You don't "belong to" any company for life, and your chief affiliation isn't to any particular "function." You're not defined by your job title and you're not confined by your job description. Starting today you are a brand.

Start right now: as of this moment you're going to think of yourself differently! You're not an "employee" of General Motors, you're not a "staffer" at General Mills, you're not a "worker" at General Electric …You don't "belong to" any company for life, and your chief affiliation isn't to any particular "function." You're not defined by your job title and you're not confined by your job description.

Starting today you are a brand.

2005 What Peters Predicted has come to pass: Business Week Cover 5/2/05 “Blogs Will Change Your Business” It’s not just the blogs – it is the bloggers Robert Scoble gets to call out Steve Ballmer at MSFT July 11, blogger and former EW editor Jeff Jarvis calls out Dell – eventually materially affecting their stock price

What Peters Predicted has come to pass:

Business Week Cover 5/2/05 “Blogs Will Change Your Business”

It’s not just the blogs – it is the bloggers

Robert Scoble gets to call out Steve Ballmer at MSFT

July 11, blogger and former EW editor Jeff Jarvis calls out Dell – eventually materially affecting their stock price

Brand called Barack

New Ways to think about Communications “ We are the authors of each other.” Doc Searls “ I am who I am because of who we are together.” Definition of the Zulu word Ubuntu. (Ubuntu is also the name of popular variant of the Linux free operating system.)

“ We are the authors of each other.”

Doc Searls

“ I am who I am because of who we are together.”

Definition of the Zulu word Ubuntu.

(Ubuntu is also the name of popular variant of the Linux free operating system.)

“ Consumers” are now “Producers” My Space Facebook LinkedIn Photo sharing Second Life Open Source Software

My Space

Facebook

LinkedIn

Photo sharing

Second Life

Open Source Software

Your Digital Footprint can grow as big as you make it http://flickr.com/photos/coppergecko/316162964

What is your brand? Howardgr AskFrasco NurtureGirl Geek Mommy

Howardgr

AskFrasco

NurtureGirl

Geek Mommy

Who owns your brand? You manage your brand Your customers, partners, employers decide what your brand means to them, every time they interact with you – or when they talk about you with their peers or extended networks

You manage your brand

Your customers, partners, employers decide what your brand means to them, every time they interact with you – or when they talk about you with their peers or extended networks

GeekMommy’s brand Whatever it is, use it everywhere as a network ID – so people can find you. (Digg, Delicious, Stumble Upon, YouTube, etc)

Whatever it is, use it everywhere as a network ID – so people can find you. (Digg, Delicious, Stumble Upon, YouTube, etc)

Where is your Brand’s Home? Where will your brand, your image, have it’s home online? A web page? Blog? Facebook? LinkedIn? E.Factor? Other location?

Where will your brand, your image, have it’s home online?

A web page? Blog? Facebook? LinkedIn? E.Factor? Other location?

Search Engines Love Blogs Publish on a regular basis A place to link back to when you comment elsewhere A place for others to point to Own your Home Base

Search Engines Love Blogs

Publish on a regular basis

A place to link back to when you comment elsewhere

A place for others to point to

Make It look Inviting

Build “outposts” and “passports” A wonderful article by Chris Brogan-100 Personal Branding Tactics http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/ Outpost: Feeds of your content that show up in other networks, like on Facebook or LinkedIn Passport: Accounts on other networks where you can find new connections, such as FB, Linked In, E.Factor, Flickr, YouTube, etc.

A wonderful article by Chris Brogan-100 Personal Branding Tactics

http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/

Outpost: Feeds of your content that show up in other networks, like on Facebook or LinkedIn

Passport: Accounts on other networks where you can find new connections, such as FB, Linked In, E.Factor, Flickr, YouTube, etc.

Identity and Presence: A “Place” online Shawn Gold of MySpace consistently describes MySpace pages like a college kid’s apartment. The outside has stuff he’d want everyone to see, like what songs he listens to and pictures of his friends The next layer is what’s private- in the room that he only shows his close friends or girlfriends Private pictures Notes Stuff parents can’t or shouldn’t see

Shawn Gold of MySpace consistently describes MySpace pages like a college kid’s apartment.

The outside has stuff he’d want everyone to see, like what songs he listens to and pictures of his friends

The next layer is what’s private- in the room that he only shows his close friends or girlfriends

Private pictures

Notes

Stuff parents can’t or shouldn’t see

Build a Network on LinkedIn

Read Guy Kawasaki’s Articles http://blog.linkedin.com/2007/07/25/ten-ways-to-use/ Improve – list all your jobs Customize “connectability” your public profile to be your name Add your blog or website to your profile Use LinkedIn before you meet with potential partners, clients, employers – find common relationships – do diligence LinkedIn Extreme Makeover http://blog.guykawasaki.com/2007/01/linkedin_profil.html

http://blog.linkedin.com/2007/07/25/ten-ways-to-use/

Improve – list all your jobs

Customize “connectability” your public profile to be your name

Add your blog or website to your profile

Use LinkedIn before you meet with potential partners, clients, employers – find common relationships – do diligence

LinkedIn Extreme Makeover

http://blog.guykawasaki.com/2007/01/linkedin_profil.html

EFactor

Facebook A Social Networking website where users create profiles that often contain photos and lists of personal interests, exchange private or public messages, and join groups of friends. Facebook also allows 3rd party developers to create applications that leverage the Facebook platform to attract users to their web tools or sites.

A Social Networking website where users create profiles that often contain photos and lists of personal interests, exchange private or public messages, and join groups of friends.

Facebook also allows 3rd party developers to create applications that leverage the Facebook platform to attract users to their web tools or sites.

Facebook Screens

“ I know I got a bad reputation” What is Whuffie? According to Tara Hunt: The sum of the reputation , influence , bridging capital and bonding capital, access to ideas and talent, access to resources, potential access to further resources, saved up favors , accomplishments (resumes, awards, articles, etc.) and the Whuffie of those who you have relationships with. “ So, you can gain Whuffie through being nice, networked or notable.” Source: http://www.horsepigcow.com/2008/08/05/you-cant-eat-whuffie-but-its-getting-harder-to-eat-without-it/

What is Whuffie? According to Tara Hunt:

The sum of the reputation , influence , bridging capital and bonding capital, access to ideas and talent, access to resources, potential access to further resources, saved up favors , accomplishments (resumes, awards, articles, etc.) and the Whuffie of those who you have relationships with.

“ So, you can gain Whuffie through being nice, networked or notable.”

Source: http://www.horsepigcow.com/2008/08/05/you-cant-eat-whuffie-but-its-getting-harder-to-eat-without-it/

Pay it Forward, First Blogger Sean Bohan asked: “Are you paying forward into Social Media’s equivalent of a 401k (relationships) by being an active participant? What are you doing to give back to your community online, before you need something from them? http://www.seanbohan.com/2008/09/23/outreach-is-networking-for-your-social-media-efforts/

Blogger Sean Bohan asked: “Are you paying forward into Social Media’s equivalent of a 401k (relationships) by being an active participant?

What are you doing to give back to your community online, before you need something from them?

“ Teach Your Children Well”

Peer to Peer What is it? In the late 90’s we all decided to share our music peer-to-peer- NAPSTER Now we share our networks, our locations, our data, and bits of our lives - in Social Networks and sites

What is it?

In the late 90’s we all decided to share our music peer-to-peer- NAPSTER

Now we share our networks, our locations, our data, and bits of our lives - in Social Networks and sites

What value does presence bring? Reinforcing connections between far-flung people Documenting personal (or business) details in a micro-blogging way - small thoughts captured quickly. Chris Heuer calls it EM not IM - Everywhere/Everyone messaging Chicago Junior League example

Reinforcing connections between far-flung people

Documenting personal (or business) details in a micro-blogging way - small thoughts captured quickly.

Chris Heuer calls it EM not IM - Everywhere/Everyone messaging

Chicago Junior League example

The brand that is Chris Brogan or Robert Scoble Twitter Flickr Videos Audio utterz etc Blogs Ever present at conferences

Twitter

Flickr

Videos

Audio utterz etc

Blogs

Ever present at conferences

“ And in the end…”

Thank you Contact: [email_address] Site: Harbrooke.com Blog: howardgreenstein.com/blog Phone +1 646 652 7270 Skype/Twitter/Flickr/and more: HowardGr Efactor: http://www.efactor.com/p/profile/nopop&id=1629

Contact: [email_address]

Site: Harbrooke.com

Blog: howardgreenstein.com/blog

Phone +1 646 652 7270

Skype/Twitter/Flickr/and more: HowardGr

Efactor: http://www.efactor.com/p/profile/nopop&id=1629