Build Your Brand - Build Your Career GeorgeTown University

Build your brand - Build your career Georgetown School of Continuing Studies July 14 th 2010

Media & Technology always evolving http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg

The internet has surpassed newspapers and radio in popularity
92%) use multiple platforms
33% access news on their cell phones.
28% of internet users have customized their home page
37% of internet users have contributed to the creation of news
http://www.pewinternet.org/Reports/2010/Online-News/Summary-of-Findings.aspx?r=1

Others are creating your brand
A whopping 92% of respondents said they had more confidence in information they seek out online than anything coming from a salesclerk or other source.
http://online.wsj.com/article/SB123144483005365353.html Word of Mouth has become Word of Mouse http:// answers.yahoo.com/question/index?qid =20100711080242AAGS0VT

Businesses are more transparent

Online Personal Brand
Your clients, prospective employees, future customers are already searching for you online
You have to know how your brand is perceived online before entering the job market or reaching out to customers
Creating Brand also requires success in what you do best

Online job boards and third-party search firms may be losing out to social media http:// www.emarketer.com/Article.aspx?R =1007811 14.2% 45% Twitter 90% 80% LinkedIn 27.5% 55% Facebook Success Rate Used by surveyed business Social Network

Do you know him ?

Never used a computer – Yet his brand exists online

Online Branding
Be memorable
Transfer your real world reputation into the online world.
A strong personal brand is a mix of reputation, trust, attention, and execution
Thank you @ChrisBrogan http://www.chrisbrogan.com/develop-a-strong-personal-brand-online-1/

Steps to start establishing your online brand Define your brand
Memorable Name
Domain Name
Brand identity
Logo
Web Site
Business card
Social Web Presence
Still using Hotguy32@somexxx.com as your business email?

Online brand building
Perception
Listen/feedback
How can I help people talk about me
How can I help ? Do you one better
Promote others to promote yourself
Make it easy for your brand followers to give you their money

Do you control your search results 1 2 6 3 4 5 Concentrate on developing your top results

What will prospective employers / partners find when they search? Class of 2011 Georgetown. First result is a blog

Objectives of developing your personal brand online
Ensuring your brand perception matches the audience perception
Monitoring and maintaining your online reputation
Participating in conversations to build networks and communications
Creating content to show thought leadership and help others through gift of knowledge
Result : Impressive Search results for your personal brand

Start listening and evaluate mentions and conversations
Search Results
Google Alerts
Twitter Search
Friendfeed
Technorati
BackType
SM2 by Techrigy.com
Radian 6

Tools - Google Alerts,
Get alerted to conversations about you
Trends and competition
Tip : Use Google alerts to get content ideas

Steps to show your knowledge & thought leadership
Choose 3 blogs in your area of interest or industry to follow
Join 2 to 3 social networks that are relevant to you
Answer questions on sites like Linkedin
Approach blogs and online media sites to see if you can guest post for them

Social Media puts the power of publishing in your hands
Website
Blogs
Microblogs
Guest posts
Articles
Forums
Communities
Social Media Press Release
Multi- Media
Share your content
Link to other web sites

Twitter
Follow your friends and brand leaders
Tweet 3 times a day
An article that interested you
Retweet a interesting tweet from your followers
Reply to messages sent to you
Your Twitter profile will be among the top 10 results on search engines Twitter tools : Web ( twitter.com), mobile ( m.twitter.com) See list at http:// oneforty.com /category/Clients

Facebook Profile Page Make your personal profile as private as needed and your page as public as possible

Start a blog to showcase your knowledge
Free software like Blogger.com, wordpress.com
Use hosted services to have your own WordPress blogs
Easy to publish
Many plug-in that help curate content and manage the blog
Ability to share across all your networks

LinkedIn Profile Answers Groups

Find other evangelists to help create content
Join your peers in networks
Go to offline networks
Invite experts to share their experience
Learn about tweetups on Twitter

Videos : Tell your Story New embed videos into Slideshare NEW Kodak Zi8 HD Pocket Video Camera

Podcasts & Your Own Radio Shows Flickr photo Josh Bancroft http://www.flickr.com/photos/joshb/30440518/sizes/o/

Photos- Flickr Flickr photos can add to your online presence

Social Media press release

Document sharing Sites
Docstoc – http://www.docstoc.com
Slide Share – http://www.Slideshare.net
Scribd - http://www.Scribd.com
Share content and distribute it widely

Sometimes you may need rebranding
Use the Mom rule
Carefully curate your content
Your alerts will tell you tell you about new content
http://www.flickr.com/photos/fernandoariotti/3011252905/ Removed the picture of two drunk individuals found by searching flickr/com for the keywords “drunk”

Basic best practices
Bring value to people who read what you write or follow you
Converse and engage in conversations not broadcasting
Follow the same rules you follow offline
Use opportunity to help people and solve problems
Create content consistently and use keywords that people will be looking for.

How do we measure success
Search results
Profile views
Network reach
Positive mentions

Your Personal Branding Plan
Setup Alerts
Join and setup profiles in 3 social networks
15-20 minutes a day tracing the alerts and responding
Choose 3 blogs on your field to read and comment
Converse, don’t sell
Answer questions and become an expert in your niche on LinkedIn
2 hours a week - Learn and write about the products you promote
Measure your efforts
How many times were you mentioned
How many people read your posts
Inbounds links
Are your customers evangelizing
Attend one local event a month
Ask for help from the community if you need it

Final thoughts
There may come a day when if you are not found on the web you don’t exist
Listen first
Be a useful conversationalist
Build relationships - one at a time
Take a Leap of Faith and Jump In!
http://www.flickr.com/photos/fwp-dawson/2821182851/

Questions ?
Shashi Bellamkonda [email_address]
Twitter: @shashib
Small Business Success Index : http://www.GrowSmartBusiness.com
Network Solutions Blog : http://blog.networksolutions.com
Unintentional Entrepreneurs : http:// www.UnintentionalEntrepreneur.com
Gen Y Blog : http:// www.WhatsNextGenY.com
Women Entrepreneurs : http://www.WomenGrowBusiness.com
Personal Blogs:
Technology & Social Media: http://www.shashi.name
Digital Thoughts: http://readythoughts.blogspot.com
Restaurant Reviews: http://www.carryoncurry.com

Audience Questions
How can a non-profit get more followers and Facebook Fans ?
How do you separate the valuable tweets from fluff?
Due to the economy if you have taken a lesser job to survive how do you present this in your online brand.

Build Your Brand - Build Your Career GeorgeTown University

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