Build Your Brand - Build Your Career GeorgeTown University


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Social media and its implications, what online brands are and how to define your own. Online personal brands, why they are affecting your career, and how to control and promote your brand.

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  • Example of Chicago Barber who doesn't use a computer but his customers have built his online brand
  • He has a portland connection, was studying in the Reed College here . He focuses on customers
  • Build Your Brand - Build Your Career GeorgeTown University

    1. 1. Build your brand - Build your career Georgetown School of Continuing Studies  July 14 th 2010
    2. 2. Media & Technology always evolving
    3. 3. The internet has surpassed newspapers and radio in popularity <ul><li>92%) use multiple platforms  </li></ul><ul><li>33% access news on their cell phones. </li></ul><ul><li>28% of internet users have customized their home page  </li></ul><ul><li>37% of internet users have contributed to the creation of news </li></ul>
    4. 4. Others are creating your brand <ul><li>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. </li></ul> Word of Mouth has become Word of Mouse http:// =20100711080242AAGS0VT
    5. 5. Businesses are more transparent
    6. 6. Online Personal Brand <ul><li>Your clients, prospective employees, future customers are already searching for you online  </li></ul><ul><li>You have to know how your brand is perceived online before entering the job market or reaching out to customers </li></ul><ul><li>Creating Brand also requires success in what you do best </li></ul>
    7. 7. Online job boards and third-party search firms may be losing out to social media http:// =1007811 14.2% 45% Twitter 90% 80% LinkedIn 27.5% 55% Facebook Success Rate Used by surveyed business Social Network
    8. 8. Do you know him ?
    9. 9. Never used a computer – Yet his brand exists online
    10. 10. Online Branding <ul><li>Be memorable </li></ul><ul><li>Transfer your real world reputation into the online world. </li></ul><ul><li>A strong personal brand is a mix of reputation, trust, attention, and execution </li></ul>Thank you @ChrisBrogan
    11. 11. Steps to start establishing your online brand  Define your brand <ul><li>Memorable Name </li></ul><ul><li>Domain Name </li></ul><ul><li>Brand identity </li></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Web Site </li></ul></ul><ul><ul><li>Business card </li></ul></ul><ul><li>Social Web Presence </li></ul>Still using as your business email?
    12. 12. Online brand building <ul><li>Perception </li></ul><ul><li>Listen/feedback </li></ul><ul><li>How can I help people talk about me </li></ul><ul><li>How can I help ? Do you one better </li></ul><ul><li>Promote others to promote yourself </li></ul><ul><li>Make it easy for your brand followers to give you their money </li></ul>
    13. 13. Do you control your search results 1 2 6 3 4 5 Concentrate on developing your top results
    14. 14. What will prospective employers / partners find when they search? Class of 2011 Georgetown. First result is a blog
    15. 15. Objectives of developing your personal brand online <ul><li>Ensuring your brand perception matches the audience perception </li></ul><ul><li>Monitoring and maintaining your online reputation </li></ul><ul><li>Participating in conversations to build networks and communications </li></ul><ul><li>Creating content to show thought leadership and help others through gift of knowledge </li></ul><ul><li>Result : Impressive Search results for your personal brand </li></ul>
    16. 16. Start listening and evaluate mentions and conversations <ul><ul><li>Search Results </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Twitter Search </li></ul></ul><ul><ul><li>Friendfeed </li></ul></ul><ul><ul><li>Technorati </li></ul></ul><ul><ul><li>BackType </li></ul></ul><ul><ul><li>SM2 by </li></ul></ul><ul><ul><li>Radian 6 </li></ul></ul>
    17. 17. Tools - Google Alerts, <ul><li>Get alerted to conversations about you </li></ul><ul><li>Trends and competition </li></ul><ul><li>Tip : Use Google alerts to get content ideas </li></ul>
    18. 18. Steps to show your knowledge & thought leadership <ul><li>Choose 3 blogs in your area of interest or industry to follow </li></ul><ul><li>Join 2 to 3 social networks that are relevant to you </li></ul><ul><li>Answer questions on sites like Linkedin </li></ul><ul><li>Approach blogs and online media sites to see if you can guest post for them </li></ul>
    19. 19. Social Media puts the power of publishing in your hands <ul><ul><li>Website </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Microblogs </li></ul></ul><ul><ul><li>Guest posts </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Communities </li></ul></ul><ul><ul><li>Social Media Press Release </li></ul></ul><ul><ul><li>Multi- Media </li></ul></ul><ul><li>Share your content </li></ul><ul><li>Link to other web sites </li></ul>
    20. 20. Twitter <ul><li>Follow your friends and brand leaders </li></ul><ul><li>Tweet 3 times a day </li></ul><ul><ul><ul><li>An article that interested you </li></ul></ul></ul><ul><ul><ul><li>Retweet a interesting tweet from your followers </li></ul></ul></ul><ul><ul><ul><li>Reply to messages sent to you </li></ul></ul></ul>Your Twitter profile will be among the top 10 results on search engines Twitter tools : Web (, mobile ( See list at http:// /category/Clients
    21. 21. Facebook Profile Page Make your personal profile as private as needed and your page as public as possible
    22. 22. Start a blog to showcase your knowledge <ul><li>Free software like, </li></ul><ul><li>Use hosted services to have your own WordPress blogs </li></ul><ul><li>Easy to publish </li></ul><ul><li>Many plug-in that help curate content and manage the blog </li></ul><ul><li>Ability to share across all your networks </li></ul>
    23. 23. LinkedIn Profile Answers Groups
    24. 24. Find other evangelists to help create content <ul><li>Join your peers in networks </li></ul><ul><li>Go to offline networks </li></ul><ul><li>Invite experts to share their experience </li></ul><ul><li>Learn about tweetups on Twitter </li></ul>
    25. 25. Videos : Tell your Story New embed videos into Slideshare NEW Kodak Zi8 HD Pocket Video Camera 
    26. 26. Podcasts & Your Own Radio Shows Flickr photo Josh Bancroft
    27. 27. Photos- Flickr Flickr photos can add to your online presence
    28. 28. Social Media press release
    29. 29. Document sharing Sites <ul><li>Docstoc – </li></ul><ul><li>Slide Share – </li></ul><ul><li>Scribd - </li></ul>Share content and distribute it widely
    30. 30. Sometimes you may need rebranding <ul><li>Use the Mom rule </li></ul><ul><li>Carefully curate your content </li></ul><ul><li>Your alerts will tell you tell you about new content </li></ul> Removed the picture of two drunk individuals found by searching flickr/com for the keywords “drunk”
    31. 31. Basic best practices <ul><li>Bring value to people who read what you write or follow you </li></ul><ul><li>Converse and engage in conversations not broadcasting </li></ul><ul><li>Follow the same rules you follow offline </li></ul><ul><li>Use opportunity to help people and solve problems </li></ul><ul><li>Create content consistently and use keywords that people will be looking for. </li></ul>
    32. 32. How do we measure success <ul><li>Search results </li></ul><ul><li>Profile views </li></ul><ul><li>Network reach </li></ul><ul><li>Positive mentions </li></ul>
    33. 33. Your Personal Branding Plan <ul><ul><li>Setup Alerts </li></ul></ul><ul><ul><li>Join and setup profiles in 3 social networks </li></ul></ul><ul><ul><li>15-20 minutes a day tracing the alerts and responding </li></ul></ul><ul><ul><li>Choose 3 blogs on your field to read and comment </li></ul></ul><ul><ul><li>Converse, don’t sell </li></ul></ul><ul><ul><li>Answer questions and become an expert in your niche on LinkedIn </li></ul></ul><ul><ul><li>2 hours a week - Learn and write about the products you promote </li></ul></ul><ul><ul><li>Measure your efforts </li></ul></ul><ul><ul><ul><li>How many times were you mentioned </li></ul></ul></ul><ul><ul><ul><li>How many people read your posts </li></ul></ul></ul><ul><ul><ul><li>Inbounds links </li></ul></ul></ul><ul><ul><ul><li>Are your customers evangelizing </li></ul></ul></ul><ul><ul><li>Attend one local event a month </li></ul></ul><ul><ul><li>Ask for help from the community if you need it </li></ul></ul>
    34. 34. Final thoughts <ul><li>There may come a day when if you are not found on the web you don’t exist </li></ul><ul><li>Listen first </li></ul><ul><li>Be a useful conversationalist </li></ul><ul><li>Build relationships - one at a time </li></ul><ul><li>Take a Leap of Faith and Jump In! </li></ul>
    35. 36. Questions ? <ul><li>Shashi Bellamkonda [email_address] </li></ul><ul><li>Twitter: @shashib </li></ul><ul><li>Small Business Success Index : </li></ul><ul><li>Network Solutions Blog : </li></ul><ul><li>Unintentional Entrepreneurs : http:// </li></ul><ul><li>Gen Y Blog : http:// </li></ul><ul><li>Women Entrepreneurs : </li></ul><ul><li>Personal Blogs: </li></ul><ul><ul><li>Technology & Social Media: </li></ul></ul><ul><ul><li>Digital Thoughts: </li></ul></ul><ul><ul><li>Restaurant Reviews: </li></ul></ul>
    36. 37. Audience Questions <ul><li>How can a non-profit get more followers and Facebook Fans ? </li></ul><ul><li>How do you separate the valuable tweets from fluff? </li></ul><ul><li>Due to the economy if you have taken a lesser job to survive how do you present this in your online brand. </li></ul>
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