“Punch Above Your Weight” with Social Media By Lisa Harris, University of Southampton 13th July 2010 For Guernsey Training Agency
Lisa Harris Teaches Digital Marketing at the University of Southampton Programme Director for the MSc in Digital Marketing. Qualified e-tutor for the University of Liverpool online MBA. Lisa has run a research project with Alan Rae called ‘Punch Above Your Weight’ which tracks how small firms promote themselves, network and grow their businesses using Web 2.0 technologies. Running various projects to integrate aspects of open learning into the MSc curriculum at Southampton Lisa’s current work is investigating the growth of digital presence for career or business development
Objective This session will demonstrate how you can develop your digital presence in order to stand out from the crowd, by using blogging, Facebook, LinkedIn, Twitter etc to build your profile and that of your business. http://socialnomics.net/2010/05/05/social-media revolution-2-refresh/ (Eric Qualmann update, 4 mins)http://www.youtube.com/watch?v=6ILQrUrEWe8 (Did You Know 4)
How many of these activities are you developing…?
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 to make sure that the nature of the information an individual displays online is going to encourage rather than discourage potential customers, partners etc. This work draws upon the results of an ongoing research project which is investigating the use of new technologies by entrepreneurs to build their personal brands.
“Change we can believe in” $28m average raised per month in online donations during 2008 92m views of display ads per month 2.2m site visitors per month 9.8m video views on YouTube 5,455,665 supporters of the Obama Facebook Group 285,467 followers on Twitter
“Digital presence” is about branding... According to Olins (2003), a brand is “a symbolic embodiment of all the information connected to a company, product or service”. Chris Brogan (www.chrisbrogan.com) notes that a strong personal brand is a mix of reputation, trust, attention, and execution: “A personal brand gives you the ability to stand out in a sea of similar products. In essence, you’re marketing yourself as something different than the rest of the pack.”
Business Networking Trends Survey (UK) 80% of UK entrepreneurs had achieved business wins through social networking sites LinkedIn was preferred to FB for business networking 92% said that they would recommend networking professionally online to their business contacts 24% of small businesses are now using sites like Twitter for business networking. More traditional face-to-face networking continues to grow with 36% regularly attending networking meetings. 50% plan to maintain the same levels of F2F networking in 2010, 55% plan to increase the time they networking online. Source: http://www.b2bm.biz/News/SOCIAL-MEDIA-NEWS-SMEs-shy-away-from-Facebook/ (Jan 2010)
SME use of social media: USA Facebook ranked as the most beneficial social network for small businesses, followed by LinkedIn and Twitter (Ad-ology survey, US, 11/09) Benefits of social networking were: ability to generate leads keep up with their industry monitor the online conversation about their business
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
Personal Branding 101 Dan Schawbel is a 26 year old who has carved out his niche as a personal branding expert. Read his introductory guide here: http://mashable.com/2009/02/05/personal-branding-101/ To receive regular updates, you may wish to join him on Facebook, Twitter or another of his many networks. http://www.youtube.com/watch?v=9qqZbU8rc6A (Dan, 10 mins)
For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com
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
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
‘Givers gain’ Ask not what the community can do for you, but what you can do for the community… The best long term way to build brand influence is to be seen as a ‘giver’ of good quality practical information and advice. An authentic personal brand therefore delivers both a track record and a promise of the ongoing delivery of value. How exactly will *you* deliver value??
Facebook 25 million UK users as of April 2010 (110M in Europe, 400M worldwide) To find local users, click the ‘advertising’ button. You can ask FB how many people are registered within a 10 mile radius of a town. The figure will be far higher than local newspaper circulation. Set up a Fan/Like page: http://www.facebook.com/home.php#/TheIntelligentGarden?v=wall&ref=ts Pull in RSS feeds from your blog or twitter account Post video and photos
Personal Branding with Twitter Provide feedback. Become known as a reliable and informative source of help to your network Get Feedback. Ask for advice and you’ll receive ‘collective intelligence’ from your network Direct traffic. Include links in a tweet to direct traffic to your blog or to the recommended posts of others. Read News. subscribe to feeds for specific websites/conferences, or from content providers such as the BBC. Make New Friends. Twitter allows you to befriend and track the messages of other users. Network for benefits. Interact with other like-minded people, or experts in your field. Develop relationships for future mutual benefits such as testimonials or peer recommendations. Find Prospects. Twitter can be used as a means to find potential customers or clients online. Do a search for keywords related to your product on Twitter Search and then follow users. Provide Live coverage. For example to provide real time coverage of conference keynotes Set Up Meetings. An informal and casual way of arranging adhoc meetings.
Good sharers to follow on Twitter @davechaffey @richardsedley @stevesponder @grahamjones @alanrae @liberatelloyd @jowyang @charleneli @jaybaer
LinkedIn 70 million members in 200 countries worldwide (June 2010) How does it work? http://www.youtube.com/watch?v=IzT3JVUGUzM Addition of partner applications such as Slideshare and Wordpress add significant value, see www.linkedin.com/in/lisajaneharris Increasing importance as a recruitment tool
LinkedIn Recent timely increase in functionality through partnerships with companies offering Web 2.0 based services: Work collaboratively by sharing files with your network through private workspaces (Huddle) Share information and keep up to date – eg what you are reading through the Amazon application and where you are travelling through TripIt. the Google Docs application allows presentations to be embedded on a profile SlideShare allows sharing and commenting on presentations within a network WordPress allows a blog to be showcased. Company Buzz allows conversations about a prospective employer to be monitored. By actively updating a LinkedIn profile, the likelihood that people will see that profile displayed when they are searching for someone to hire is increased (Google Juice) In order to progress job applications to interview stage, a ‘complete’ LinkedIn profile is now a prerequisite for many recruiters, meaning: a minimum of three testimonials from past employers, full employment details, affiliations and educational background.
Measuring Success How can you tell whether your brand building efforts are paying off? Check out these measurement tools: Google alerts Twitter alerts Comment alerts http://www.davidrisley.com/2009/02/16/3-powerful-tools-for-monitoring-your-brand/
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.