Tom Peters - 10 yrs ago
No Shortage of Guides on Personal Branding
BUT…No One Connects the Dots•  Create a Personal Brand AND Manage it Online ▫  Branding ▫  Psychology ▫  Social Media ▫  O...
The High Cost of Being Forgotten•  One of The best forms of traffic is Word of   Mouth•  WOM: a personal recommendation fr...
Developing Your Brand Online Will Help YOU•  With your current job•  Your next job/career•  Finding partnerships•  Buildin...
Today You Will Learn1.  How to create a unique personal brand and online    persona2.  Easy strategies for managing your r...
Let’s Dive In!
You Are Being Googled             YOU
The Art of Pitchcraft•  Whether you are trying to raise capital, promote your   company, or promote yourself – an Elevator...
A Great Pitch Includes a Powerful BrandMantra•  Quick, punchy, memorable   statement  ▫  Communicate your message     clea...
The Basics•  WHO YOU ARE – Short mantra – what you want   the listener to remember most about you•  WHAT - Tag line – how ...
Passion: Don’t Ignore the WHY•  People don’t buy what you do; they buy WHY you do it   ▫  How Successful People Sell Thems...
How to Manage Your Online Reputation
Master Your Universe•  Own YOU.com  ▫  Make it professional•  Google Search  ▫  Goal: make yourself the first     full pag...
•  Professional design ▫  We are visual creatures and make snap judgments    about people, places, and things based on a g...
Packaging is Important
Be Consistent•  We are constantly sending a signal to the world  ▫    Voicemail  ▫    Signature line  ▫    Social media: F...
Where Does Your Audience Hang Out?•  Consolidate you social strategy  ▫  Each platform has its goals and messages  ▫  Your...
Cross Pollinate•  Bring Some Personal into your Professional  ▫  Pick 1-2 things you want to be known for – things you lov...
Don’t Forget These Tools•  LinkedIn  ▫  Get that profile 100% filled out and post weekly•  Twitter  ▫  Thought leadership ...
Listen•  If youre all about broadcasting rather   than LISTENING, trouble city ▫    Listen to Competitors ▫    Listen to I...
Tactics to Build Awareness, Influence &Engagement               NOT
Content is King
But You Need Traffic
Why Build a Blog?•  Embrace thought leadership marketing ▫  Thought leadership/Industry expert ▫  Showcase your talent to ...
4 Blog/ContentStrategies forBecomingSlightly Famous
Strategy #1: Find Your Niche ▫  No lists with commas - don’t focus on doing too    much because you are afraid to lose out...
Strategy #2: Anchor/Piggyback•  What is Anchoring?  ▫  Memory experts - the easiest way to get people to remember     some...
Strategy #3: Use Your Competitors•  You can anchor behind people as well as topics•  Look at the other blogs/people in you...
Strategy #4: Entice Sharing•  What we’re all told to do: CTA/Call to Action  ▫  Data - using a “like” or “comment” as the ...
10+ Tactics to Get More Traffic1.      Write a great headline for your blog post       •     8 out of 10 people read headl...
Build Relationships by Giving•  Give something of value in every interaction
Frictionless Sharing•  Embed tweetable quotes•  Don’t give too many options
Don’t Be a Slave to Your Keyboard         Try 1 blog post/week!
Be Diligent: Don’t Set it and Forget It
Create a STOP-DOING list
MED: Minimum Effective Dose (Tim Ferris)•  Maintain a regular social media presence without   getting sidetracked or overw...
My Top 5 Social Media Hacks - Efficiency Tools1.    Content Strategy + Editorial Calendar2.    Automate – postings, interc...
Great Content Strategy to Win atSocial Media and Search•  Set your recipe  ▫  Conversational vs. educational vs. promotion...
Editorial Calendar: Blog
Editorial Calendar: Social Media
Automate Things•  Economies of Scale ▫  Schedule social postings in advance with a programs such    as Hootsuite ▫  Monito...
Easy Content Curation•  Define: Finding, grouping, organizing, and sharing the   best and most relevant content on a speci...
Create a Stalker List to Build Relationships•  Who do you want to meet? Who do you want to promote you   to their audience...
Get Visual•  90% of information transmitted to the brain is visual, and visuals are   processed 60,000X faster in the brai...
Summary
Need Help? Hire an Expert                         !                   m e …                 d             Bran !          ...
EXTRA SLIDES
Twitter Tools I Like•  Analytics  ▫    Tweetreach  ▫    Refollow  ▫    Tweetlevel  ▫    Twittercounter•  Followers/schedul...
Hire an Expert to Help You:•  Maximize each social network you are on and   pull it all together with actionable items?•  ...
This Amazing Graphic Courtesy of        www.trendist.us
Privacy•  Ghostery – see where you are being tracked
YouTube•  Forrester – video worth a 1.8 million words•  Video is 5x well retained•  20-40% incremental upwards buys when t...
YouTube–    The world’s 2nd largest search engine. Blended search is important!–    It has hundreds of millions a user a d...
Networking for those who hatenetworking•  Research•  One on one, not shotgun•  Platinum rule - treat others the way they w...
Weak Links•  Weak links will help you more than stronger ones•  Weak social ties account for most of the structure of soci...
What to Measure: Analytics•  Volume – how many followers/fans•  Reach - total possible impressions•  Engagement – RT, shar...
Facebook Open Graph•  What is it?  ▫  New type of search that combines Googles     search capabilities and the strength of...
Contest Apps•  Rafflecopter•  Growsocial•  Wildfire – run ads and analytics•  Punchtab – award badges, loyalty program
LinkedIn Apps
Personal Branding: Using Social Media to Build Your Online Persona and Managing Your Online Reputation
Personal Branding: Using Social Media to Build Your Online Persona and Managing Your Online Reputation
Personal Branding: Using Social Media to Build Your Online Persona and Managing Your Online Reputation
Personal Branding: Using Social Media to Build Your Online Persona and Managing Your Online Reputation
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Personal Branding: Using Social Media to Build Your Online Persona and Managing Your Online Reputation

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It’s inescapable - you are CEO of the brand called YOU. Whether you are a “celebrity” in your field, or an individual looking to impress potential business partners and recruiters, you need a masterful online persona that represents your brand professionally and consistently. Since the first thing anyone will do when they hear your name is head over to Google, everyone needs to pay attention to, and carefully manage their online identities. In this session, attendees will find the tools for creating an online personal brand that is authentic, consistent and inspiring. We will also explore leading-edge research and proven strategies for developing content around your brand that ignites referrals and Word-Of-Mouth.

Session takeaways:

1. How to think like a Fortune 500 marketer to create your unique online persona and powerful brand mantra
2. Proven strategies for managing your online reputation and using metrics to optimize and evolve your image over time
3. 10 tactics for building your awareness, influence, and engagement
4. Guidelines for creating a great content strategy so that you win at social and search
5. Top 5 efficiency tools to have in your social media toolbox

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Personal Branding: Using Social Media to Build Your Online Persona and Managing Your Online Reputation

  1. 1. Tom Peters - 10 yrs ago
  2. 2. No Shortage of Guides on Personal Branding
  3. 3. BUT…No One Connects the Dots•  Create a Personal Brand AND Manage it Online ▫  Branding ▫  Psychology ▫  Social Media ▫  Online Marketing ▫  Promotion ▫  Planning ▫  Content Strategy ▫  Sales
  4. 4. The High Cost of Being Forgotten•  One of The best forms of traffic is Word of Mouth•  WOM: a personal recommendation from a friend to another friend ▫  People need to remember you ▫  How do you not blend in?
  5. 5. Developing Your Brand Online Will Help YOU•  With your current job•  Your next job/career•  Finding partnerships•  Building relationships•  Networking and unlocking opportunities•  Get more clients!!!!
  6. 6. Today You Will Learn1.  How to create a unique personal brand and online persona2.  Easy strategies for managing your reputation when you interact with others to maximize WOM and be memorable3.  10+ proven tactics to build awareness, influence, and engagement4.  A roadmap for developing a great content strategy to win at social and search5.  My top 5 social media hacks to make you efficient and effective
  7. 7. Let’s Dive In!
  8. 8. You Are Being Googled YOU
  9. 9. The Art of Pitchcraft•  Whether you are trying to raise capital, promote your company, or promote yourself – an Elevator Pitch is essential
  10. 10. A Great Pitch Includes a Powerful BrandMantra•  Quick, punchy, memorable statement ▫  Communicate your message clearly to someone who doesn’t know you•  Practice & Planning ▫  Deliver it on the spot under pressure•  One minute to say it all
  11. 11. The Basics•  WHO YOU ARE – Short mantra – what you want the listener to remember most about you•  WHAT - Tag line – how you add value + your unique benefits, how what you do is different•  WHY – Passion - why you do what you do•  GOAL – What you want – customized for different audiences so the listener knows what you are asking
  12. 12. Passion: Don’t Ignore the WHY•  People don’t buy what you do; they buy WHY you do it ▫  How Successful People Sell Themselves (Simon Sinek) ▫  Explain the WHY ▫  What is the core belief that drives everything you do?   Apple   Martin Luther King, Jr.   Wright Brothers•  Psychology ▫  The WHY talks to an area of the brain that controls behavior and decision-making ▫  People are biologically more apt to agree with you ▫  Your enthusiasm shines through
  13. 13. How to Manage Your Online Reputation
  14. 14. Master Your Universe•  Own YOU.com ▫  Make it professional•  Google Search ▫  Goal: make yourself the first full page of Google search results (pictures too)•  Engage in social networks ▫  Smartly, strategically•  Know what is being said about you ▫  Google Alerts
  15. 15. •  Professional design ▫  We are visual creatures and make snap judgments about people, places, and things based on a glance ▫  You need a consistent appearance for yourself and for your brand ▫  Get great head shots and action shots of you in your element ▫  Pay attention to colors, logos and fonts
  16. 16. Packaging is Important
  17. 17. Be Consistent•  We are constantly sending a signal to the world ▫  Voicemail ▫  Signature line ▫  Social media: Facebook, Twitter, YouTube, Pinterest… ▫  Website ▫  Blog ▫  Podcast ▫  How you introduce yourself and describe what you do ▫  Events
  18. 18. Where Does Your Audience Hang Out?•  Consolidate you social strategy ▫  Each platform has its goals and messages ▫  Your brand is consistent between platforms ▫  All platforms work together to establish strong relationships with your audiences/communities ▫  Inspire loyalty and get people to tune in
  19. 19. Cross Pollinate•  Bring Some Personal into your Professional ▫  Pick 1-2 things you want to be known for – things you love –  Unless you’re a sword swallower or an astronaut, your personal life is more interesting than your professional life –  LinkedIn, Blog, Twitter•  Bring some Professional into your Personal ▫  Keep yourself top of mind ▫  Every once in a while post a win, or a why you do the things you do, or an interesting take on an article ▫  Facebook, Pinterest, Twitter•  Build credibility with recommendations (and testimonials) ▫  Website, LinkedIn
  20. 20. Don’t Forget These Tools•  LinkedIn ▫  Get that profile 100% filled out and post weekly•  Twitter ▫  Thought leadership ▫  Hobby or topic you are fascinated with•  YouTube Channel – create your favorite playlists•  Google+ - SEO•  Pinterest – boards•  Blog
  21. 21. Listen•  If youre all about broadcasting rather than LISTENING, trouble city ▫  Listen to Competitors ▫  Listen to Influencers ▫  Helps you find interesting angles ▫  Helps you fine-tune where can you help, provide real value and differentiate yourself•  Tools – Google Alerts, Tweetdeck, Hootsuite, Radian6
  22. 22. Tactics to Build Awareness, Influence &Engagement NOT
  23. 23. Content is King
  24. 24. But You Need Traffic
  25. 25. Why Build a Blog?•  Embrace thought leadership marketing ▫  Thought leadership/Industry expert ▫  Showcase your talent to potential clients   Consulting/coaching/information products ▫  Business leads ▫  Use content to drive traffic and generate interest/ leads
  26. 26. 4 Blog/ContentStrategies forBecomingSlightly Famous
  27. 27. Strategy #1: Find Your Niche ▫  No lists with commas - don’t focus on doing too much because you are afraid to lose out ▫  Laser not shotgun - focus on a targeted niche – people remember because it is specific ▫  Make people’s lives easier/more interesting - after all why are they reading? ▫  Find a new cocktail – not something that has never been done, but a clever blend of big topics (marketing, psychology, social media, recruiting)
  28. 28. Strategy #2: Anchor/Piggyback•  What is Anchoring? ▫  Memory experts - the easiest way to get people to remember something is to anchor it to something they already know ▫  Research has shown that the more you can “pop into people’s minds” the more they are going to talk about you, your products, your business•  How to Anchor ▫  Use a popular topic – give it a twist/opinion - so anytime they hear the anchor they think of you ▫  SEO keywords, hashtags, trending topics, Current events ▫  Something silly and ultra personalized – no one wants to talk to someone who takes himself too seriously
  29. 29. Strategy #3: Use Your Competitors•  You can anchor behind people as well as topics•  Look at the other blogs/people in your space ▫  Google them – where is each author being featured/ interviewed? ▫  Figure out what you can add to the conversation – propose a new spin ▫  Reach out to the journalists/editors covering your competitors•  Also – analyze how your competitors present themselves ▫  Choose what stands out – humor, design, personalization
  30. 30. Strategy #4: Entice Sharing•  What we’re all told to do: CTA/Call to Action ▫  Data - using a “like” or “comment” as the CTA increases like and comment rates by 3x. Asking fans to “share” increases the share rate by 7X ▫  Most say “Share this with your friends” and leave it up to their reader to figure out how to use this•  Try this approach ▫  With your CTA tell them how to share/use what you’ve given them, invoke the mind’s eye   Do you have a friend that is making XYZ mistake?. That needs help with XYZ?
  31. 31. 10+ Tactics to Get More Traffic1.  Write a great headline for your blog post •  8 out of 10 people read headlines, but only 2 out of 10 read the rest •  Your title highly determines the effectiveness of the entire piece2.  Write a great post – as a headline - action + short3.  Copywrite for SEO (“Winning at Social Media and Search with Great Content Strategy”– slideshare)4.  Interview authorities - traffic comes from links, and links come from a combination incredible content and powerful connections5.  Guest blog6.  Interact with others – offer tips/advice7.  Experiment with timing – buffer, tweriod, iftt, etc.8.  Use your email list – email your subscribers with share links9.  Piggyback on hashtags and create your own10.  Integrate with the offline world
  32. 32. Build Relationships by Giving•  Give something of value in every interaction
  33. 33. Frictionless Sharing•  Embed tweetable quotes•  Don’t give too many options
  34. 34. Don’t Be a Slave to Your Keyboard Try 1 blog post/week!
  35. 35. Be Diligent: Don’t Set it and Forget It
  36. 36. Create a STOP-DOING list
  37. 37. MED: Minimum Effective Dose (Tim Ferris)•  Maintain a regular social media presence without getting sidetracked or overwhelmed•  Varies – rules of thumb ▫  Daily - -1-3 posts - interact with audiences/blogs/influencers you want to build relationships with ▫  Weekly – status update on what you are working on and/or blog post ▫  Monthly – listening - missed opportunities?•  Monitor -1-2 metrics ▫  Size of your networks, shares of your content or info, referrals, views
  38. 38. My Top 5 Social Media Hacks - Efficiency Tools1.  Content Strategy + Editorial Calendar2.  Automate – postings, interconnect networks3.  Google Reader for curated content4.  Stalker list to build relationships5.  Get Visual
  39. 39. Great Content Strategy to Win atSocial Media and Search•  Set your recipe ▫  Conversational vs. educational vs. promotional•  Create an editorial calendar ▫  Keeps content organized, consistent, relevant to your audience ▫  Spreadsheet of all content across all channels, by date for creation, publishing, promotion, and tracking ▫  Guarantees that you always have something to talk about ▫  Ensures you are proactive, not just reactive, to drive eyeballs to your assets
  40. 40. Editorial Calendar: Blog
  41. 41. Editorial Calendar: Social Media
  42. 42. Automate Things•  Economies of Scale ▫  Schedule social postings in advance with a programs such as Hootsuite ▫  Monitoring is easy too ▫  Take advantage of Hootlet for posting on the fly ▫  Postings to Twitter, Facebook and LinkedIn can be similar ▫  Automate connections – for example, each published blog post is automatically linked to your social networks
  43. 43. Easy Content Curation•  Define: Finding, grouping, organizing, and sharing the best and most relevant content on a specific issue, topic, or vertical•  Decide how to present this to your audience – what opinions or viewpoints do you add? ▫  Drafting/anchoring•  Organize ▫  Create a Google Reader of your content sources so they can be easily scanned ▫  Or, mark them with Delicious or another bookmarking tool
  44. 44. Create a Stalker List to Build Relationships•  Who do you want to meet? Who do you want to promote you to their audience? ▫  List the 20 people you most want to interact with in social media ▫  Create a list for them on Twitter and Facebook, and a circle on Google + ▫  Bookmark their blogs (or add them to a Google Reader) find them on Instagram, Pinterest, and LinkedIn and connect•  Spend 30 minutes interacting with some of these 20 people each week ▫  Comment on their blogs, retweet their content, @reply, share relevant info or your take on things•  Make a new list every 6 months
  45. 45. Get Visual•  90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text•  Posts with videos attract 3 times more inbound links than plain text posts•  On Facebook, photos perform best for likes, comments and shares as compared to text, video and links•  Pinterest generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined•  Viewers spend 100x more time on pages with videos on them•  Mobile video viewing increased 35% from 2010 to 2011•  25 million smartphone users stream 4 hours of mobile video per month•  75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day
  46. 46. Summary
  47. 47. Need Help? Hire an Expert ! m e … d Bran ! se Plearobeen@beepbeepmedia.com415 717 7906
  48. 48. EXTRA SLIDES
  49. 49. Twitter Tools I Like•  Analytics ▫  Tweetreach ▫  Refollow ▫  Tweetlevel ▫  Twittercounter•  Followers/scheduling ▫  Bufferap ▫  Twellow, listorious, manageflitter – find brand ambassadors ▫  Tweetedtimes – analyzes links shared by people you follow and org by importance
  50. 50. Hire an Expert to Help You:•  Maximize each social network you are on and pull it all together with actionable items?•  Create your personal brand/niche and strategy?•  Create a great content strategy to win at SEO and Social media?
  51. 51. This Amazing Graphic Courtesy of www.trendist.us
  52. 52. Privacy•  Ghostery – see where you are being tracked
  53. 53. YouTube•  Forrester – video worth a 1.8 million words•  Video is 5x well retained•  20-40% incremental upwards buys when there is video – comscore•  #2 search engine after Google is YouTube
  54. 54. YouTube–  The world’s 2nd largest search engine. Blended search is important!–  It has hundreds of millions a user a day.–  Identify the keywords that need to be included in the video description–  Include a transcript of the video •  indexing by search engines is more accurate–  Include a call to action •  Use annotation •  URL in description–  Link to your videos from outside sources
  55. 55. Networking for those who hatenetworking•  Research•  One on one, not shotgun•  Platinum rule - treat others the way they want to be treated•  Be a people hub - one of the most valuable things you can do for someone is connect them with the right person. ▫  Facilitate a mutually beneficial connection / relationship.
  56. 56. Weak Links•  Weak links will help you more than stronger ones•  Weak social ties account for most of the structure of social networks in society as well as the transmission of information through these networks.•  More novel information flows to individuals through weak rather than strong ties.•  Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know.
  57. 57. What to Measure: Analytics•  Volume – how many followers/fans•  Reach - total possible impressions•  Engagement – RT, shares, etc.•  Influence – 3rd party – Kred, Klout
  58. 58. Facebook Open Graph•  What is it? ▫  New type of search that combines Googles search capabilities and the strength of Facebook content. ▫  Not about looking across the network, but about getting search results that are customized, based on whom you know, and what your friends like.  ▫  Social engagement and conversation optimization
  59. 59. Contest Apps•  Rafflecopter•  Growsocial•  Wildfire – run ads and analytics•  Punchtab – award badges, loyalty program
  60. 60. LinkedIn Apps

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