Inventing an Online Persona: How to balance authenticity and your online brand<br />Berlin, Germany | 18 May 2011<br />
The plural of anecdote is not data.<br />
Everyone struggles with this.<br />Even Barack Obama can’t entirely define himself.<br />
www.FightTheSmears.com<br />
Why brand? What’s the goal?<br />
#1: Do what you love.<br />
So what do you love?Who do you want to be?<br />
Which of these four are you?<br />Gary :: Commerce<br />Julia :: Career<br />Sarah :: Politics<br />Charlie :: Fame?<br />
It’s Your DNA<br />
10 Rules for Online Personal Branding<br />Plus: Some random thoughts and questions.<br />
Rule #1:: Be Yourself<br />Who are you now?<br />Who does Google think you are? <br />What’s your privacy threshold?<br />
Rule #2:: (But Be Authentic)<br />Cluetrain Manifesto (1999)<br />#1: “Markets are conversations”<br />Don’t pretend.<br /...
Rule #3:: Be Engaged<br />Use everything.<br />Don’t worry about the tools. Be agnostic.<br />Talk back.<br />Write anywhe...
Rule #4:: (But Be Wary)<br />Miranda rules apply.<br />The internet lives forever.<br />Clean up where you can.<br />
Rule #5:: Be the Expert<br />Don’t be a commodity.<br />Why you? What’s your lede?<br />Pick your niche.<br />Play as if y...
Rule #6:: (But Be Insurgent)<br />Build before you need it.<br />Build as if you’ll win.<br />Be aggressive.<br />Frontrun...
Rule #7:: Be Definable<br />Or others will do it for you.<br />Metanarratives kill.<br />Be consistent—online and offline....
Rule #8:: (But Pace Yourself)<br />12 hours, 12 minutes responding to email<br />4 hours, 24 minutes sleeping<br />3 hours...
Rule #9:: Be Human<br />Cluetrain #3: “Conversations among human beings sound human. They are conducted in a human voice.”...
Rule #10 :: (But Be Patient & Have Fun)<br />Garrettgraff.com<br />ggraff@washingtonian.com<br />@vermontgmg<br />+ 1 (202...
"Inventing an Online Persona: How to Balance Authenticity and Your Online Brand" by Garrett Graff
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"Inventing an Online Persona: How to Balance Authenticity and Your Online Brand" by Garrett Graff

  1. 1. Inventing an Online Persona: How to balance authenticity and your online brand<br />Berlin, Germany | 18 May 2011<br />
  2. 2. The plural of anecdote is not data.<br />
  3. 3. Everyone struggles with this.<br />Even Barack Obama can’t entirely define himself.<br />
  4. 4.
  5. 5. www.FightTheSmears.com<br />
  6. 6. Why brand? What’s the goal?<br />
  7. 7. #1: Do what you love.<br />
  8. 8. So what do you love?Who do you want to be?<br />
  9. 9. Which of these four are you?<br />Gary :: Commerce<br />Julia :: Career<br />Sarah :: Politics<br />Charlie :: Fame?<br />
  10. 10. It’s Your DNA<br />
  11. 11. 10 Rules for Online Personal Branding<br />Plus: Some random thoughts and questions.<br />
  12. 12. Rule #1:: Be Yourself<br />Who are you now?<br />Who does Google think you are? <br />What’s your privacy threshold?<br />
  13. 13. Rule #2:: (But Be Authentic)<br />Cluetrain Manifesto (1999)<br />#1: “Markets are conversations”<br />Don’t pretend.<br />Be consistent.<br />
  14. 14. Rule #3:: Be Engaged<br />Use everything.<br />Don’t worry about the tools. Be agnostic.<br />Talk back.<br />Write anywhere.<br />Be easy to reach.<br />
  15. 15. Rule #4:: (But Be Wary)<br />Miranda rules apply.<br />The internet lives forever.<br />Clean up where you can.<br />
  16. 16. Rule #5:: Be the Expert<br />Don’t be a commodity.<br />Why you? What’s your lede?<br />Pick your niche.<br />Play as if you’re a big dog.<br />You don’t need any mainstream attention.<br />
  17. 17. Rule #6:: (But Be Insurgent)<br />Build before you need it.<br />Build as if you’ll win.<br />Be aggressive.<br />Frontrunners lose. Incumbents blow transitions. Don’t be one.<br />
  18. 18. Rule #7:: Be Definable<br />Or others will do it for you.<br />Metanarratives kill.<br />Be consistent—online and offline.<br />“About the time that you are writing a line you have written so often that you want to throw up, that is the time the American people will hear it.” —Richard Nixon<br />
  19. 19. Rule #8:: (But Pace Yourself)<br />12 hours, 12 minutes responding to email<br />4 hours, 24 minutes sleeping<br />3 hours, 1 minute taking meetings<br />2 hours, 29 minutes commuting<br />1 hour, 14 minutes connecting to fans via Facebook, MySpace, Twitter, Pownce, YouTube, Viddler, and winelibrarytv.com forums<br />25 minutes reading blogs<br />24 minutes eating<br />22 minutes producing vlog<br />Source: Wired.com<br />
  20. 20. Rule #9:: Be Human<br />Cluetrain #3: “Conversations among human beings sound human. They are conducted in a human voice.”<br />Cluetrain #4: “Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”<br />
  21. 21. Rule #10 :: (But Be Patient & Have Fun)<br />Garrettgraff.com<br />ggraff@washingtonian.com<br />@vermontgmg<br />+ 1 (202) 862-3503<br />

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