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Search & Social for Personal Branding - Presentation by Carol Cox & Rob Croll

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Carol Cox & Rob Croll, Course Directors in the Internet Marketing Program at Full Sail University, talked about 'Search & Social for Personal Branding' during a theater presentation at SMX West 2011 …

Carol Cox & Rob Croll, Course Directors in the Internet Marketing Program at Full Sail University, talked about 'Search & Social for Personal Branding' during a theater presentation at SMX West 2011 in San Jose.

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  • CAROL = Everyone has a personal brand; it’s not just for celebrities like Oprah. It’s what people think about you – what impression they have of you. Are you considered smart, knowledgeable, funny, witty, creative, organized, thoughtful, generous, and so on? Notice I used all positive words. Hopefully the first things that come to people’s minds are not words like jerk, obnoxious, mean, untrustworthy, and superficial. If so, then that’s they first thing you need to work on, and that’s a topic for another talk . So, ask yourself, when people think about you, what do you want them to think? What impression do you want them to have of you?
  • CAROL = 89% of recruiters and HR professionals use professional online data to assess a potential employee. 84% say they consider personal information, too. 70% of these recruiters and HR professionals have rejected a candidate based on something they found online.Concerns about the candidate’s lifestyleInappropriate comments and text written by the candidateUnsuitable photos, videos, and information Not just potential employers – clients too!
  • CAROL = 89% of recruiters and HR professionals use professional online data to assess a potential employee. 84% say they consider personal information, too. 70% of these recruiters and HR professionals have rejected a candidate based on something they found online.Concerns about the candidate’s lifestyleInappropriate comments and text written by the candidateUnsuitable photos, videos, and information Not just potential employers – clients too!
  • CAROL = 89% of recruiters and HR professionals use professional online data to assess a potential employee. 84% say they consider personal information, too. 70% of these recruiters and HR professionals have rejected a candidate based on something they found online.Concerns about the candidate’s lifestyleInappropriate comments and text written by the candidateUnsuitable photos, videos, and information Not just potential employers – clients too!
  • CAROL = A Google search for Rob’s name yields about 80,100 results. What does a general search on your name currently show?How can you make sure that potential employers or clients (or dates) find what you want them to find?
  • CAROL= Reasons to alter your name: someone famous has it, someone infamous has it, someone not famous has it but surpasses you in search results no matter what you do, your name is extremely common (Jane Doe, John Smith).
  • CAROL = Or it’s just a really bad name: Story of girl in New Zealand whose parents named her “Talula Does the Hula From Hawaii” (http://www.cbc.ca/world/story/2008/07/24/talula-nz-name.html). Ways to alter your name: use a nickname, add a middle name, hyphenate your last name, change it entirely.
  • CAROL = Or it’s just a really bad name: Story of girl in New Zealand whose parents named her “Talula Does the Hula From Hawaii” (http://www.cbc.ca/world/story/2008/07/24/talula-nz-name.html). Ways to alter your name: use a nickname, add a middle name, hyphenate your last name, change it entirely.
  • CAROL = Find out what other people think about you firs. Can use a survey tool like 360°Reach - Personal Brand Assessment.Then examine what your interests, passions, and talents are. What do you want to emphasize?
  • CAROL = Build a “character” (like what fiction writers do). Develop a voice; show your personality and expertise.Must be authentic and real – tell a story and, more importantly, how others can relate to you
  • ROB = It’s helpful to use a consistent name across your profiles.Use a service like Know’em.com to see many social media sites at once.
  • ROB = There are literally hundreds of sites out there. You don’t have time for them all. Most important: LinkedIn, Facebook, Twitter, Google profile, Blog, and perhaps a couple related to your industry or niche.
  • ROB = Your blog is your anchor. Post regularly – at least once a week. Appreciate people who leave comments on your blog. Also visit others’ blogs and leave intelligent comments, with enough frequency that you become a regular in that community.
  • ROB= use lists, TweetDeck
  • CAROL = Fill out your profile completely; join groups; unique URL; add applications; Twitter integration
  • CAROL= Pros and cons of having each.
  • ROB=
  • CAROL = Don’t forget digital asset optimization for your personal brandImages – flickr or other photo-sharing sites; beware those Facebook tags!Videos – YouTube, vimeoSlideshare
  • ROB = Freelancing sites like elance.com or 99designs.comSecond-tier (and below) social media sitesNiche/industry-vertical social media sitesBut, don’t spread yourself too thin. Better to be active on a few sites than post once a month on dozens. (You can still ‘claim’ your profile even if you’re not planning to immediately utilize the service.)
  • ROB = Also consider the impact on SEO, since the big search engines are using social signals in their algorithms – and will probably continue to do so. From Naymz – “Add links to other pages that you own or endorse. Pages that you link to get improved position in the search engines.”
  • ROB = Google alerts; SocialMention.com
  • ROB = Everyone’s seen the New Yorker cartoon from 1993 that says, “On the Internet, no one knows you’re a dog.” Not the case anymore. Don’t try to be someone you’re not. Don’t hide behind a disguise or exaggerate your accomplishments. Share your hobbies, interests, and values – be human - and sincerely engage with other people.
  • BOTH
  • Transcript

    • 1. 1
    • 2. 1
      Personal brands
      are not just for celebrities.
      Your personal brandis what other people think about you –
      what impression they have of you.
      Source: http://blog.newsok.com/fashionmatters/2009/05/28/vogue-editor-anna-wintour-suggested-oprah-lose-weight/
    • 3. 2
      89% of HR professionals check potential employees’ professional online data.
    • 4. 3
      84% say they also checkpersonal
      information.
    • 5. 3
      70% have rejecteda candidate based on something they found online.
    • 6. 5
      What does a Google search
      for your name show?
      How can you make sure that potential employers or clients (or dates)
      find what YOU want them to find?
    • 7. 6
      Should you change
      your brand name?
      Perhaps, if:
      • Someone famous has it.
      • 8. Someone infamous has it
      • 9. Someone surpasses you in the search results no matter what you do.
      • 10. Your name is extremely common.
      Or….
    • 11. 7
      It’s just a really bad name.
      Meet Talula Does the Hula from Hawaii.*
      *Read the complete story of Talula, a 9-year old who was allowed by the court to legally change her name
      at http://bit.ly/Talula-Name-Change
    • 12. 8
      Ways to alter your name:
      • Use a nickname
      • 13. Add a middle name
      • 14. Hyphenate your last name
      • 15. Change it entirely
    • 9
      Who
      Who
      are you? do you want to be?
      Use a survey tool like 360°Reach to learn what others think of you.
      Then, examine your interests, passions and talents.
      What do you want to emphasize?
    • 16. 10
      Build a character
      • Develop a voice
      • 17. Show your personality & expertise
      • 18. Be authentic & real
      • 19. Tell a story
      Most importantly, let others see how they can relate to you.
    • 20. 11
      Use aconsistent nameAcross Profiles
    • 21. 12
      Beselective
    • 22. 13
      Blog =Your anchor
    • 23. 14
      UseTwittertoconnectwith people who share your interests and topromoteyour content
    • 24. 15
      UseLinkedInto buildprofessional connections
    • 25. 16
      EvaluateFacebookto see if you should have aFan Page orpersonal page
    • 26. 17
      Complete a Google Profilethat uses relevant keywords
    • 27. 18
      Don’t forgetdigital asset optimizationfor your personal brand
    • 28. 19
      Consider other social media sites and niche/industry-vertical sites
      But don’t spread yourself too thin.
    • 29. 20
      Consider the SEO impact.
      Search engines are usingsocial signals in their algorithms.
    • 30. 21
      Use online reputation management toolsto monitor your personal brand
    • 31. 22
      Be real and be human
    • 32. 23
      Rob Croll
      Course Director
      Twitter: @RobCroll
      Carol Cox
      Course Director
      Twitter: @CivicLink
      www.FullSail.edu