Personal Branding

422 views
354 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
422
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Personal Branding

  1. 1. Pragma HelloMeet Lyndi (and Quirk)
  2. 2. Branding yourselfonline
  3. 3. Life before Quirk... Freelance SEO copywriter, Tutor (UCT), Masters Student.Meet Lyndi Lawson Life@QuirkHead of Education Quirk My team, the money, new business, lecturing, workshops, learning about learning, project management. Achievements GAIQ qualification Started Quirk Education Co edited and published the Quirk eMarketing textbook (2009,2010, 2011)
  4. 4. It has changed the world
  5. 5. Digital is local…Just over 6 millionSouth Africans online
  6. 6. 11 million South Africanshave had an internetexperience on a mobile phone.
  7. 7. 7 716 260 Egyptians4 016 580 South Africans 3 247 680 Nigerians 1 081 820 Kenyans
  8. 8. In 2011• 2.1 billion internet users• 555 million websites• 294 billion emails sent every day• 5.9 billion mobile subscriptions• 2.4 billion social networking accounts
  9. 9. It’s also EVERYWHERE else
  10. 10. For business (and people in business) the knock oneffect of this is interesting…
  11. 11. Importantly (for today’s workshop)
  12. 12. Users are customers and potential customers
  13. 13. IntroductionPeople search for information on businesses and the people in them
  14. 14. Companies arent faceless entities any more……people want to work with people
  15. 15. Today’s workshop is onSocial Media and its application to PersonalBranding• An introduction to personal branding• An introduction to social media• Confronting the challenges of using social mediaBreak• Using social media to become a thought leader• Creating your personal brand
  16. 16. An Introduction to PersonalBranding
  17. 17. So what is it?
  18. 18. Discovering what makes you unique
  19. 19. And communicating that
  20. 20. It’s highlighting your:• Skills• Knowledge• Credibility• Personality• Relevance• Integrity
  21. 21. Its also creating the right perception ofyourself(in this context, online)
  22. 22. What a personal brand is not . . .
  23. 23. • Self important• Artificial
  24. 24. It is about what is relevant to youraudience.
  25. 25. Digital means that communicationis a two way street
  26. 26. People want to communicate with other people
  27. 27. And… they want to know more about thosepeople
  28. 28. So, personal brands affect companies
  29. 29. Employee engagement and personal contributionsstrengthen the brand profile.• Create first impressions• Influence perception• Relationship building• Critical for business success• Improve corporate culture
  30. 30. They can dictate whether business is won… orlost
  31. 31. Thus, it’s vital for companies to hire the right staff whowill project the right personal image for thebrand.
  32. 32. Personal brands also affect individuals• First impressions• Perceptions• Networking• Relationship building
  33. 33. Prospective employers, business partners, investorsand contacts will check you out online.
  34. 34. • Up to 81% of employers use Google to vet candidates• 70% of employers have rejected candidates based on what they find on social media• Some even ask for Facebook passwords!
  35. 35. They can make or break careers
  36. 36. So, own your brand –make sure people seewhat you want them tosee.
  37. 37. But…
  38. 38. There is intense competition for attention inthe market
  39. 39. Individuals need to learn how to get and keep thatattention by making sure they stand out
  40. 40. And…
  41. 41. You need to be aware of assumptions andstereotypes (it’s human nature)
  42. 42. Who would you choose to do business with?
  43. 43. It’s worth remembering that
  44. 44. First impressions count
  45. 45. And that truly strong personal brands in a businesscontext are built on
  46. 46. Thought leadership: you need todemonstrate it
  47. 47. A thought leader is an innovative individual who leadsconversations in their field. They are distinctpersonalities – people or brands
  48. 48. What makes you a thought leader• Expert• Insightful• Ahead of the curve• An attentive audience• Consistent• Respected
  49. 49. New thoughts and opinions : analysis NOT repetitio
  50. 50. You may not be able to control everything that is saidabout you online
  51. 51. But you can steer the conversation in the rightdirection
  52. 52. What impression do you want people leftwith?
  53. 53. An Introduction to Social MediaChannels
  54. 54. Social Media is….• Networking• Publishing• SharingBut not all channels and platforms werecreated equal…
  55. 55. “You wouldn’t run around a house with a screwdriverand say what can I fix with this.” - Nora Garmin Barnes, Researcher
  56. 56. Social Media Benefits•Low-cost•Viral possibility•Creation of brand ambassadors•Direct feedback and insight•Tools are free•It’s easy to use•It’s accessible•The audience is already there
  57. 57. There are 4 key Social Media channels
  58. 58. 1. Bookmarking and Aggregating2. Content Creation3. Social Networking4. Location
  59. 59. Bookmarking and Aggregating
  60. 60. Content Sharing
  61. 61. • Many platforms - most are free• YouTube: 48 hours of video uploaded every minute • 1 trillion video views in 2011• 160 million blogs
  62. 62. Excellent for:• Proving your thought leadership• Sharing expertise• Can be branded• Can be hosted on the company site
  63. 63. Social Networking
  64. 64. Facebook• Worlds biggest network• 850 million users (4.8 million in SA)Excellent for:• Personal content• Social interactions• Media linking and sharing
  65. 65. Twitter• Microblogging platform• 225 million users (1.1 million in SA)• Can create a branded business accounts – Eg: @PragmaSteveExcellent for:• Finding news• Positioning yourself• Connecting with people you don’t know
  66. 66. LinkedIn• Business-centric social network• 147 million users (1.6 million in SA)• 11th most popular website in SAExcellent for:• Hosting your online CV• Business networking• Contacting people for work-related purposes• Connecting with professional groups
  67. 67. Location
  68. 68. Don’t worry, you don’t have to use all ofthese
  69. 69. Community management Support and Sales and lead customer generation service Strategic use of ReputationInsights and research social management media Advertising SEO and awareness Communication and outreach
  70. 70. Some examples of brands using SocialMedia channels
  71. 71. The Challenges of Social Media
  72. 72. 1. Social Media takes time, investment and effort
  73. 73. Creating content• Who will do it?• What will we write?• How will we write it?• When will we find the time?
  74. 74. 2. Building an audience is hard work
  75. 75. 3. There is always something new to learn
  76. 76. 4. It’s hard to measure results
  77. 77. 5. It’s hard to keep things private
  78. 78. 6. You expose yourself to negativity
  79. 79. Social Media to become aUsingThought Leader
  80. 80. Demonstrate content and ideasthat are:• Consistently fresh• Unique• Relevant1. Create value for thecommunity2. Attract a following thatrespects and trusts youropinion3. Consider how you brandyourself
  81. 81. Let’s look at some examples
  82. 82. Meet David Graham - Digital ChannelExecutive(Delloite)
  83. 83. Personal brandingexamples
  84. 84. Personal brandingexamples
  85. 85. Personal brandingexamples
  86. 86. Terrence OHanlon - Publisher(Reliabilityweb.com)
  87. 87. Personal brandingexamplesLinkedin
  88. 88. Personal brandingexamplesFB
  89. 89. Personal brandingexamplesconference
  90. 90. What makes these goodexamples?• Consistent• Professional• Relevant• Interesting• High engagement
  91. 91. Creating your personal brand
  92. 92. Your strategy:1.Positioning yourself2.Marketing yourself3.Monitoring and Optimising your Personal Brand
  93. 93. 5 Preliminary Questions1.Do I need a personal brand?2.What resources (time, money, attention) do I have available to devote to it?3.What do I want to achieve?4.What are my specific goals?5.What is my online ‘home base’?
  94. 94. 1. Positioning yourself
  95. 95. Strate gy
  96. 96. A good strategyreducesguesswork, and makesideasmore effective.
  97. 97. It’s all about the planning
  98. 98. Your brand is muchmore than just yourjob title—it shouldevoke your purposein life, what youwant to accomplish,and the impact youwant to have onothers.
  99. 99. Step 1: Know what’sout there
  100. 100. Your personal brand isdefined by your Google CV
  101. 101. 75% of searchers dont lookpast the first page ofresults – so you need tocontrol what appears here
  102. 102. How does Google RankContent?• Relevance• Importance• Popularity• Trust• Authority
  103. 103. Your goal:Maximise the good content –minimise the bad
  104. 104. Determine your persona• Professional• Insightful• Interesting• Relevant
  105. 105. Position yourself withreference to:• The industry• Your role in the business• Your experience• Your competitors
  106. 106. How do I fit in to thePragma business and brandimage?
  107. 107. Create a value proposition• Why are you relevant to your audience?• What value are you creating?
  108. 108. Situational analysis – whereyou are in your career• Your values• Your attributes• Your passions
  109. 109. Audience analysis – whoshould be engaging with you• Target audience demographics• Primary and secondary research• SWOT analysis
  110. 110. Competitor analysis – whoelse is doing somethingsimilar in your field?• Does anyone provide an identical service?• What makes you stand out from them?• What are their successes and failures?
  111. 111. What is your unique sellingpoint?
  112. 112. A short exercise
  113. 113. 1.Using the pad in front of you, brainstorm and in five minutes, list every personal attribute, value and/or passion that comes to mind2.Sort through your values, attributes and passions and narrow the list to the 12 characteristics3.Narrow the 12 concepts to
  114. 114. Write a personal brandstatement
  115. 115. “I am a highly qualified,proven, results-drivenexecutive who wants mylegacy to include mentoringyoung talent.”
  116. 116. “I am a passionate, people-oriented leader with solidbusiness acumen, a strongwork ethic and integrity.”
  117. 117. 2. Marketing yourself
  118. 118. Really, it’s about• Crafting your brand• Choosing your channels• Building an audience• Creating great content
  119. 119. Let’s talk about choosing your channels
  120. 120. Remember that you personalbrand is made up of• Your social network profiles• Your owned media• Other peoples content about you
  121. 121. Don’t worry, you don’t have to use all ofthese
  122. 122. Consider• Audience• Time Commitment• Relevance
  123. 123. Let’s talk about building an audience
  124. 124. Know your target audience
  125. 125. Be humble and authentic
  126. 126. Engage with influencers –respected people with large,influential followings
  127. 127. Start small and meaningful –the crowds will come
  128. 128. Let’s talk about creating great content
  129. 129. Thought leaders need tocreate meaningful, original,relevant content
  130. 130. Build your channels slowlyand steadily.Add more channels to pushnegative results off thefirst page.Keep content fresh.
  131. 131. Keep all messages on brand –consistent tone, style andcontent.
  132. 132. What should YOU write about?
  133. 133. • Industry news• Your opinions and insights• New developments• Breaking topics
  134. 134. Dont write about yourselfor your brand! Personal brand ≠ sales
  135. 135. Make use of writing bestpractice• Simple and clear• Scannable (bullets and headings)• Short• Optimised• Keywords• Links
  136. 136. 3. Monitoring and Optimising your efforts
  137. 137. Monitoring and managing your onlinereputation
  138. 138. Drive your online brand using real worldrelationships
  139. 139. Get endorsements
  140. 140. Make sure you brand is everywhere that youare
  141. 141. Create physical assets
  142. 142. Network network network
  143. 143. Connect with them throughthe mediums• Follow on Twitter• Connect on LinkedIn• Comment on blog
  144. 144. Join existing communities
  145. 145. Building close relationshipsis the key – it pays off inthe long term
  146. 146. • Build up a rapport• Offer value• Interact meaningfully• Engage
  147. 147. Johannesburg Business Club –7 000 members
  148. 148. Build associations and partnerships
  149. 149. Online, it’s all aboutcommunities
  150. 150. One person alone maystruggle to build ameaningful brand - a groupcan be more effective
  151. 151. • Capacity for more updates• Better ideas• Mutual benefit
  152. 152. Build internal partnerships –you are your own community
  153. 153. External partnerships – findpeople and brands thatprovide value andsupport, not competitionButBuild something valuablebefore approaching a partner– what do you offer to therelationship?
  154. 154. Find your niche
  155. 155. Attention is the currency ofthe Internet
  156. 156. 1. What do I do better thananyone else?2. What do I know that noone else does?3. What gives me the edge tocreate insights?
  157. 157. We have coveredSocial Media and its application to PersonalBranding• An introduction to personal branding• An introduction to social media• Confronting the challenges of using social media• Using social media to become a thought leader• Creating your personal brand
  158. 158. /Fin
  159. 159. Life before Quirk... Freelance SEO copywriter, TutorMeet Lyndi Lawson (UCT), Masters Student.Head of Education Quirk Life@Quirk My team, the money, new business, lecturing, worksho ps, learning about learning, project management. Achievements GAIQ qualification Started Quirk Education Co edited and published the Quirk eMarketing textbook (2009,2010, 2011)

×