Building Your Personal Brand Online - Career Day


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This is a presentation from the Cincinnati Ad Club Career Day - how to build your personal brand online. This presentation is designed for College Graduates and Job Seekers.

Published in: Career, Business
  • Career Distinction: Stand Out by Building Your Brand ---
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  • Professional Presence: A Four-Part Program for Building Your Personal Brand ---
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  • Building Brand You!: A Step-by-Step Guide to Building Your Personal Brand ---
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  • 45-54 year olds are the top demographic. The more expected demo of 25-34 year olds following closely behind at second. But notice how boomers and senior citizens are getting Twitter on more likely than their grandchildren:
  • Building Your Personal Brand Online - Career Day

    1. 1. Building a Personal Brand Online Krista Neher Company: Blog: Email: Twitter: @kristaneher
    2. 2. About Me….. <ul><li>5+ Years at P&G in Marketing and Finance </li></ul><ul><li>2 Years at Internet Startup </li></ul><ul><li>Now… Marketing Training and Consulting </li></ul><ul><ul><li>Digital Strategy </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Agency </li></ul></ul>
    3. 3. Agenda <ul><li>What is a personal brand? </li></ul><ul><li>Why does it matter? </li></ul><ul><li>3 Steps to Brand Building </li></ul><ul><ul><li>Defining Your Personal Brand </li></ul></ul><ul><ul><li>Building Your Brand </li></ul></ul><ul><ul><li>Monitoring Your Brand </li></ul></ul>
    4. 4. Like it or not, you have a brand. <ul><li>Wikipedia: </li></ul><ul><ul><li>A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . </li></ul></ul><ul><li>A brand is in the eyes of the customer. </li></ul><ul><li>Brand Equity </li></ul><ul><ul><li>What your brand stands for in the hearts and minds of your audience. It is both logical and emotional. </li></ul></ul>
    5. 5. Why does it Matter? <ul><li>52% of individuals put their trust in what others have to say about you </li></ul><ul><li>87% of consumers look at the reputation of your CEO when judging your company's reputation </li></ul><ul><li>59% of hiring managers are influenced by your online reputation </li></ul>
    6. 6. When is the last time… You googled Yourself?
    7. 7. Real People have Brands too.
    8. 8. What defines you online?
    9. 9. The Internet Changes Everything
    10. 10. Before the Internet
    11. 11. After the Internet
    12. 12. The Walls are Falling
    13. 13. The Good News? You Can Control It
    14. 14. Assume Everything is Public
    15. 15. Steps to Personal Brand Management <ul><li>Define Your Brand </li></ul><ul><li>Build Your Brand: Execute Your Brand Definition Online </li></ul><ul><li>Track and Monitor Your Brand </li></ul>
    16. 16. Step 1: Define Your Brand
    17. 17. You Can’t Build or Manage a Brand if you Don’t know what it is About
    18. 18. Who do you want to be? <ul><li>What are your values? </li></ul><ul><li>What are your strengths? </li></ul><ul><li>In an ideal world, how would you want someone to describe you? </li></ul><ul><li>How do you want to be perceived by others? </li></ul><ul><li>What aspects of your personal life are you comfortable sharing? </li></ul>
    19. 19. Step 2: Build Your Brand
    20. 20. Personal Brand Building Tips
    21. 21. Be Consistent
    22. 22. Be Transparent
    23. 23. You Are Not Always in Control
    24. 24. Assume that Everything is Public
    25. 25. Executing on Your Personal Brand
    26. 26. Reserve Your Name Everywhere Reserve Your Name Everywhere
    27. 27. Get a DOMAIN for yourself.
    28. 28. Become a Thought Leader With a Blog
    29. 30. <ul><li>Everyone is On it </li></ul><ul><li>But </li></ul><ul><li>Nobody Uses it. </li></ul>
    30. 31. Getting More out of LinkedIn <ul><li>Join groups </li></ul><ul><li>Participate in groups </li></ul><ul><ul><li>Post discussion topics </li></ul></ul><ul><ul><li>Post news (great way to promote your blog) </li></ul></ul><ul><li>Answer Questions </li></ul><ul><li>Update your status </li></ul><ul><li>Use apps </li></ul><ul><ul><li>Integrate Slideshare and Your Blog </li></ul></ul>
    31. 32. But I don’t Have TIME!!!!!
    32. 33. 15 Minutes 3 Times Per Week
    33. 34. Assume Everything is Public Who are you willing to accept? What are the rules?
    34. 35. <ul><li>Ok, if you really think this Facebook thing is a good idea - here are the rules: </li></ul><ul><li>• No breaking up with boyfriends and cussing them out over the internet. This isn't the 8th grade. (If you think so, I'll be waiting after social studies class for you, out by the bus . . . no knives.) </li></ul><ul><li>• Watch your mouth. Talk online like you would in church. It’s gonna come back to haunt. Both of us. </li></ul><ul><li>• No photographic or text evidence of any drunk and foolish tirades, past or future. </li></ul><ul><li>• Do the right online things. Don't drink Tab in public, change lanes without your turn signals, no human sacrifices. You know, the usual stuff. My daughter is watching, and I don't want her growing up acting like some crazed Canadian thing, spouting off about how great TIM HORTON'S is every twelve minutes or evangelizing how 12 minutes of semi-automatic gunfire at your local range soothes the spirit. (And I have a chainsaw for that socially-constructive-zen stuff.) </li></ul><ul><li>• Family friendly pics please. Like I said, my daughter is watching. So are my future employers. So this online reputation is very important to me. </li></ul><ul><li>• Keep me out of various Friends FAQ questions and answer sessions This FAQ stuff has no value in my online life. </li></ul><ul><li>I once de-friended my own sister, because her rants and weird stuff and language became unacceptable. XOXOXOX and Seriously Yours, </li></ul>
    35. 36. <ul><li>What you share is a Personal Choice </li></ul>
    36. 37. Facebook is like your living room. Would you clean up if your boss is coming over?
    37. 38. People don’t take pictures when I’m acting smart……
    38. 39. Who decides what is appropriate?
    39. 40. <ul><li>People connect with you on a personal level. Don’t be afraid to be personal. </li></ul>
    40. 41. <ul><li>Don’t be stupid. </li></ul>
    41. 43. Twitter Fired <ul><li>On Facebook, Dan Leone, a now former employee of the Philadelphia Eagles, posted this status update: </li></ul><ul><li>“Dan is ******* devastated about Dawkins signing with Denver…Dam Eagles are Retarded.” </li></ul><ul><li>Result: FIRED from working with the Philadelphia Eagles! DOH! </li></ul>
    42. 44. Twitter Job Lost (before starting) <ul><li>On Twitter, one job seeker who was offered a job Tweeted this: </li></ul><ul><li>“ Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” </li></ul><ul><li>To which someone at Cisco responded: </li></ul><ul><li>“ Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.” </li></ul>
    43. 45. <ul><li>Mr. Andrews, </li></ul><ul><li>If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith. </li></ul><ul><li> </li></ul><ul><li>Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write. </li></ul><ul><li>Not knowing exactly what prompted your comments, I will admit the area around our airport is a bit of an eyesore, not without crime, prostitution, commercial decay, and a few potholes. But there is a major political, community, religious, and business effort underway, that includes FedEx, to transform that area. We’re hopeful that over time, our city will have a better “face” to present to visitors. </li></ul><ul><li>James, everyone participating in today’s event, including those in the auditorium with you this morning, just received their first paycheck of 2009 containing a 5% pay cut… which we wholeheartedly support because it continued the tradition established by Mr. Smith of doing whatever it takes to protect jobs. </li></ul><ul><li>Considering that we just entered the second year of a U.S. recession, and we are experiencing significant business loss due to the global economic downturn, many of my peers and I question the expense of paying Ketchum to produce the video open for today’s event; work that could have been achieved by internal, award-winning professionals with decades of experience in television production. </li></ul><ul><li>Additionally Mr. Andrews, with all due respect, to continue the context of your post; true confession: many of my peers and I don’t see much relevance between your presentation this morning and the work we do in Employee Communications. </li></ul>
    44. 46. Google Profiles
    45. 47. <ul><li>What are you Doing? </li></ul>
    46. 48. Twitter 18M users by the end of 2009 1,382% Growth Rate $0 Revenue
    47. 49. A great opportunity to Build Your Brand and Connect with Influencers
    48. 50. Step 3: Monitor Your brand
    49. 51.
    50. 52. Check What Search Engines Find <ul><li>Search your name </li></ul><ul><li>If you have a common name search name and city </li></ul><ul><li>Look at images, videos and news </li></ul>
    51. 54. Site Specific <ul><li> </li></ul><ul><li>Monitor your facebook </li></ul><ul><li>Look at who is finding you on LinkedIn </li></ul><ul><li>Look at blog search traffic </li></ul>
    52. 55. Questions? <ul><li>Special Offer </li></ul><ul><li>20% off any training course with coupon code “special” </li></ul><ul><li> </li></ul><ul><li>Out of work? Attend for free with a scholarship. </li></ul>