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)
It has changed the world
Digital is local…Just over 6 millionSouth Africans online
11 million South Africanshave had an internetexperience on a mobile phone.
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
It’s also EVERYWHERE else
For business (and people in business) the knock oneffect of this is interesting…
Importantly (for today’s workshop)
Users are customers and potential customers
IntroductionPeople search for information on businesses and the people in them
Companies arent faceless entities any more……people want to work with people
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
Its also creating the right perception ofyourself(in this context, online)
What a personal brand is not . . .
• Self important• Artificial
It is about what is relevant to youraudience.
Digital means that communicationis a two way street
People want to communicate with other people
And… they want to know more about thosepeople
So, personal brands affect companies
Employee engagement and personal contributionsstrengthen the brand profile.• Create first impressions• Influence perception• Relationship building• Critical for business success• Improve corporate culture
They can dictate whether business is won… orlost
Thus, it’s vital for companies to hire the right staff whowill project the right personal image for thebrand.
Personal brands also affect individuals• First impressions• Perceptions• Networking• Relationship building
Prospective employers, business partners, investorsand contacts will check you out online.
• 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!
They can make or break careers
So, own your brand –make sure people seewhat you want them tosee.
There is intense competition for attention inthe market
Individuals need to learn how to get and keep thatattention by making sure they stand out
You need to be aware of assumptions andstereotypes (it’s human nature)
Who would you choose to do business with?
It’s worth remembering that
First impressions count
And that truly strong personal brands in a businesscontext are built on
Thought leadership: you need todemonstrate it
A thought leader is an innovative individual who leadsconversations in their field. They are distinctpersonalities – people or brands
What makes you a thought leader• Expert• Insightful• Ahead of the curve• An attentive audience• Consistent• Respected
New thoughts and opinions : analysis NOT repetitio
You may not be able to control everything that is saidabout you online
But you can steer the conversation in the rightdirection
What impression do you want people leftwith?
An Introduction to Social MediaChannels
Social Media is….• Networking• Publishing• SharingBut not all channels and platforms werecreated equal…
“You wouldn’t run around a house with a screwdriverand say what can I fix with this.” - Nora Garmin Barnes, Researcher
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
There are 4 key Social Media channels
1. Bookmarking and Aggregating2. Content Creation3. Social Networking4. Location
Bookmarking and Aggregating
• Many platforms - most are free• YouTube: 48 hours of video uploaded every minute • 1 trillion video views in 2011• 160 million blogs
Excellent for:• Proving your thought leadership• Sharing expertise• Can be branded• Can be hosted on the company site
Facebook• Worlds biggest network• 850 million users (4.8 million in SA)Excellent for:• Personal content• Social interactions• Media linking and sharing
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
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
Don’t worry, you don’t have to use all ofthese
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
Some examples of brands using SocialMedia channels
The Challenges of Social Media
1. Social Media takes time, investment and effort
Creating content• Who will do it?• What will we write?• How will we write it?• When will we find the time?
2. Building an audience is hard work
3. There is always something new to learn
4. It’s hard to measure results
5. It’s hard to keep things private
6. You expose yourself to negativity
Social Media to become aUsingThought Leader
Demonstrate content and ideasthat are:• Consistently fresh• Unique• Relevant1. Create value for thecommunity2. Attract a following thatrespects and trusts youropinion3. Consider how you brandyourself
Let’s look at some examples
Meet David Graham - Digital ChannelExecutive(Delloite)
Terrence OHanlon - Publisher(Reliabilityweb.com)
What makes these goodexamples?• Consistent• Professional• Relevant• Interesting• High engagement
Creating your personal brand
Your strategy:1.Positioning yourself2.Marketing yourself3.Monitoring and Optimising your Personal Brand
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’?
1. Positioning yourself
A good strategyreducesguesswork, and makesideasmore effective.
It’s all about the planning
Your brand is muchmore than just yourjob title—it shouldevoke your purposein life, what youwant to accomplish,and the impact youwant to have onothers.
Step 1: Know what’sout there
Your personal brand isdefined by your Google CV
75% of searchers dont lookpast the first page ofresults – so you need tocontrol what appears here
How does Google RankContent?• Relevance• Importance• Popularity• Trust• Authority
Your goal:Maximise the good content –minimise the bad
Determine your persona• Professional• Insightful• Interesting• Relevant
Position yourself withreference to:• The industry• Your role in the business• Your experience• Your competitors
How do I fit in to thePragma business and brandimage?
Create a value proposition• Why are you relevant to your audience?• What value are you creating?
Situational analysis – whereyou are in your career• Your values• Your attributes• Your passions
Audience analysis – whoshould be engaging with you• Target audience demographics• Primary and secondary research• SWOT analysis
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?
What is your unique sellingpoint?
A short exercise
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
Write a personal brandstatement
“I am a highly qualified,proven, results-drivenexecutive who wants mylegacy to include mentoringyoung talent.”
“I am a passionate, people-oriented leader with solidbusiness acumen, a strongwork ethic and integrity.”
2. Marketing yourself
Really, it’s about• Crafting your brand• Choosing your channels• Building an audience• Creating great content
Let’s talk about choosing your channels
Remember that you personalbrand is made up of• Your social network profiles• Your owned media• Other peoples content about you
Don’t worry, you don’t have to use all ofthese
Consider• Audience• Time Commitment• Relevance
Let’s talk about building an audience
Know your target audience
Be humble and authentic
Engage with influencers –respected people with large,influential followings
Start small and meaningful –the crowds will come
Let’s talk about creating great content
Thought leaders need tocreate meaningful, original,relevant content
Build your channels slowlyand steadily.Add more channels to pushnegative results off thefirst page.Keep content fresh.
Keep all messages on brand –consistent tone, style andcontent.
What should YOU write about?
• Industry news• Your opinions and insights• New developments• Breaking topics
Dont write about yourselfor your brand! Personal brand ≠ sales
Make use of writing bestpractice• Simple and clear• Scannable (bullets and headings)• Short• Optimised• Keywords• Links
3. Monitoring and Optimising your efforts
Monitoring and managing your onlinereputation
Drive your online brand using real worldrelationships
Make sure you brand is everywhere that youare
Create physical assets
Network network network
Connect with them throughthe mediums• Follow on Twitter• Connect on LinkedIn• Comment on blog
Join existing communities
Building close relationshipsis the key – it pays off inthe long term
• Build up a rapport• Offer value• Interact meaningfully• Engage
Johannesburg Business Club –7 000 members
Build associations and partnerships
Online, it’s all aboutcommunities
One person alone maystruggle to build ameaningful brand - a groupcan be more effective
• Capacity for more updates• Better ideas• Mutual benefit
Build internal partnerships –you are your own community
External partnerships – findpeople and brands thatprovide value andsupport, not competitionButBuild something valuablebefore approaching a partner– what do you offer to therelationship?
Find your niche
Attention is the currency ofthe Internet
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?
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
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)