MBA session led by @lisaharris and @cristinacost at University of Southampton, 10th March 2011 G

1. Building your personal brand online Lisa HarrisandCristina Costa March 2011

2. Who we are Cristina Costa works at the University of Salford, as a member of the central research team. Her role is to champion innovative means of convening and disseminating research activity, and promote collaborative research ventures with the use of new web technologies. For more information: http://knowmansland.com Lisa Harris is a Senior Lecturer in Marketing at the University of Southampton, Director of the MSc programme in Digital Marketing. She is an accredited tutor for the University of Liverpool online MBA programme, and has projects with Alan Rae investigating how ‘early adopters’ of new technology are using Web 2 tools to ‘punch above their weight’ http://lisaharrismarketing.com

3. Where are you now?

4. Your digital presence Accessing, storing and managing information(Delicious) Collaboration and project management (Google Docs, Dropbox, Wetpaint, Skype Basecamp) Networking and career development (LinkedIn, Twitter) Content creation (Wordpress, Slideshare)

5. Rationale Entrepreneurial activity increasingly involves understanding how today’s networks work and how to deploy them effectively, both online and offline. Building and maintaining a personal brand in this way is becoming a critical aspect of business development It is essential that the nature of the information displayed online is going to encourage rather than discourage potential customers, collaborators etc. This workshop is part of an ongoing research project investigating the use of new technologies to build digital presence and encourage entrepreneurial activity

6. 21st Century Careers (JISC, 2009) Competition for employment in a global knowledge economy increased levels of self-employment and portfolio working growth of multi-disciplinary teams focused on specific tasks whose members might be physically located anywhere in the world life within a networked society blurring of boundaries between ‘real’ and ‘virtual’, public and private increasingly ubiquitous use of digital technologies. The video CV (4mins)

7. Production and consumption is now... Democratic Amateur Distributed

8. “Life-wide” and “life-long” learning

9. Dare you Google yourself...?

10. How social media has helped my work Developing new contacts Sourcing newly published articles, calls for papers and relevant events to attend Tracking and commenting on the blogposts of key contributors to the field Keeping in touch, real time, with project participants and other key contacts www.lisaharrismarketing.com www.twitter.com/lisaharris www.slideshare.net/lisaharris www.delicious.com/lisaharris1 www.linkedin.com/in/lisajaneharris

11. Online Reputation Management Syracuse University (NYC) has purchased a subscription to Brand-Yourself.com’s online reputation management platform for all 4,100 of its graduating students. It will help themmonitor and shape their online presence during the job search process. According to a recent study by Cross-Tab Marketing services: 75% of HR departments worldwide are required to screen job candidates online 70% of recruiters claim they have rejected potential employees based on information surfaced online 50% say that a strong online reputation influences their hiring decisions to a “great extent”

12. Your online portfolio A blog. Plenty of good advice here: http://www.slideshare.net/demler1/developing-your-personal-brand-through-blogging Twitter: guides can be linked from: http://www.twitip.com/personal-brand-how-to-build-yours-in-twitter www.teachertrainingvideos.com useful beginner guides (by @russell1955) http://www.slideshare.net/richardsedley/twitter-for-marketing-an-introduction-4639213 (by @richardsedley) LinkedIn http://www.thewebpitch.com/social-networking/are-you-linking-in/ Slideshare – for presentations (and now video aswell...) Be creative! See Ed Hamilton’s CV on Google Maps (45,401 views to date) http://tinyurl.com/ycvcfcx and Jay Foreman’s video history of London’s tube stations http://tinyurl.com/36rkt7k

14. Linchpin

15. “Linchpin” by Seth Godin It's now more essential than ever to become indispensable - to become a linchpin. Linchpins are essential building blocks: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos. If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldn't reach, then you have what it takes to become indispensable. It's time to stop complying with the system and draw your own map (from Amazon review) Seth Godin Interview (9 minutes)

16. Beyond the CV "If you don't have a résumé, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up? Some say, `Well, that's fine, but I don't have those.' Yeah, that's my point. If you don't have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to me like if you don't have more than a résumé, you've been brainwashed into compliance. Great jobs, world-class jobs, jobs people kill for - those jobs don't get filled by people e-mailing in résumés." (Linchpin, p73)

17. Crush It

18. Gary Vaynerchuk http://www.slideshare.net/hein2006/crushitebook-091020184311-phpapp01 “Crush it” reached top 200 on Amazon.com Gary’s advice - choose your medium based on your DNA: Introverted? Start with writing Extraverted? Try podcasts Animated? Utilise video

19. For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com

20. Question What do you consider to be the main a) benefits b) challenges in building your digital presence?

21. Personal branding challenges Ongoing time and effort is required to develop and maintain online profiles, learn new tools and ascertain when best to integrate them into the mix. F2F brand building elements should not be forgotten – Harris and Rae (2009) show that it is not a zero sum game, because good online networkers also tend to be effective communicators offline. As with most things in life, you get out what you put in, and persistence pays off. It is critical to be authentic. If personal branding is developed at only a superficial level, for example by basing it simply on ego, spin or piggybacking off the work of others, then it will not be enduring.

22. Summary: functions of popular tools

23. Cloudworks Community http://cloudworks.ac.uk/cloudscape/view/2110

24. Please complete our short survey https://www.surveymonkey.com/s/2HRF7G3

25. #PLE_SOU

26. References Harris, L. and Rae, A. (2010) “Building a personal brand through social networking” Journal of Business Strategy Prensky, M. 2009. H. sapiens digital: From digital immigrants and digital natives to digital wisdom. 5 (3). http://www.innovateonline.info/index.php?view=article&id=705 Schawbel, D. (2009) Me 2.0: Build a Powerful Brand to Achieve Career Success Vaynerchuk, G. (2009) Crush It!: Why Now is the Time to Cash in on Your Passion Godin, S. (2010) Linchpin: Are you indispensable? How to drive your career and make a remarkable future Brogan, C. and Smith. J. (2009)Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust Mayfield, A. (2010) Me and my Web Shadow