Personal Branding and Social Media

Slide 1: BRANDING U Personal Branding and Social Media Lecture Faculty of Design Politecnico of Milan

Slide 2: Ag e nda • why personal branding • why social media • the economy of reputation • main strategies – Twitter – LinkedIn – FriendFeed – Spock – Creative Commons – …

Slide 3: Companies are Brands • You Trust your favorite Brands • People identify themselves with Brands: – I'm a Mac addicted – I'm a Ducati rider – I'm an Alfa Romeo Driver – I'm a ... • Fansumer

Slide 4: Why personal branding Tom Peters (The Brand Called You, 1997): • regardless of – age, – position – the type of business • we are CEOs of our own companies: – Me Spa. • to be in business today, our most important job is to be head marketer for the BRAND called YOU. • How do you make a difference? • How do you communicate the difference?

Slide 5: Websites are dead • Consumers are not listening anymore: http://www.centenaro.it/2008/the-break-up-con-i-sottotitoli-in-italiano • Brands now market through Social Media. http://tinyurl.com/5xfxnp • Social Media: – is you and your opinions. – is conversation. – will pervade our job, life and entertainment more and more.

Slide 6: Trust • Prospects trust Customers more than Companies • Brands must engage their community – RyanAir – MyAir – Cryptonite • Engage your Community online or your Community will engage YOU

Slide 7: How do you market Brand U? • Job Search – Resumes are dead – Nobody trusts resumes anymore • New Customers – Your Prospects will Trust what you have DONE much more than what you TELL them! – Your Prospects will Trust your CUSTOMER endorsements much more than YOUR OWN!

Slide 8: Main strategies: Sharing • Demonstrate your competence, experience, online activities and contributions – SlideShare, – YouTube, – flickr • Leverage the \"the wisdom of crowds\" – Yahoo Answer, – LinkedIn Answers, – StumbleUpon – OkNotizie.it – Digg.com • Be reachable – Blog = SEO! • Use Creative Commons – http://www.youtube.com/watch?v=L_qiH_ATvMc

Slide 9: Main strategies: Join the Conversation • Discover new ideas: – Twitter – FriendFeed – Disqus – CoComment • Connect with People: – LinkedIn – Plaxo Pulse – FaceBook • Leverage RSS: – FeedBurner – Google Reader

Slide 10: Main strategies: Verify your Reputation • Google (Incoming Links) • Spock – Robert Scoble: • http://www.spock.com/Robert-Scoble • Naymz • Technorati • Summize – search for Guy Kawasaki • http://summize.com/search?q=guy+kawasaki

Slide 11: Thanks luigi centenaro luigi@centenaro.it my blog: http://www.centenaro.it my linkedIn profile: http://www.linkedin.com/in/centenaro my friendfeed: http://friendfeed.com/centenaro Some Right Reserved This presentation is available under http://creativecommons.org/licenses/by-nc-nd/2.5/it/deed.it Cover Picture by Luc Legay http://www.flickr.com/photos/luc/1824234195 The Picture on the slide on trust is from http://fedvic.blogspot.com/2007/02/gods-and-children.html