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Slide 1: 5 15 WAYS WAYS Web 1.0 vs Web 2.0 Fifteen Ways to Implement Professional / Personal Branding Wednesday, August 31, 2005 R. Todd Stephens,of 19 Slide 1 Ph.D. R. Todd Stephens, Ph.D.

Slide 2: 15 Professional Branding WAYS What is Professional Branding Tom Peters published on this topic in his 1997 Fast “A personal representation that Company Article called “A Brand Called You”. The represents a skill set, a big idea, a essence of Mr. Peters message is that you are in belief system, and value-equation charge of your brand and that all of us can own that other people find of interest. some part of the market. Everyone can learn, and Personal branding is everything educate themselves to become, at some level, an you that differentiates and market expert. The vast majority of knowledge is available yourself, such as your messages, on the Internet and if you look hard enough you can self-presentation, and marketing find information pertaining to your specific situation. tactics”. -C. Kupta Almost 10 years after the article, the message is still being spread daily. In a world of sameness, you need to stand out even if that point of light is faint. “Personal Branding is the art of You and only you are responsible for transforming attracting and keeping more that faint light into something bigger clients by actively shaping public” and that can only be done by a - P. Montoya focused effort over a period of time. Slide 2 of 19 R. Todd Stephens, Ph.D.

Slide 3: 15 Resume and Curriculum Vita (Universal) WAYS 1 st Overview Way Basic Components When was the last time you updated your resume? Last year? Five years ago? Basically, if you don’t update your Curriculum Vita Resume resume every six months then you may be losing the value of • Objectives • Education your personal metadata. What happens when your metadata • Qualifications • Research Interests goes out of date in the this new world; your value-add goes to • Experience • Honors zero. The resume is a snap shot in time which is constrained • Education • Awards by a page limit imposed by tradition. For those that publish a • Technical Skills • Experience lot, this may seem like a hindrance.. • Business Skills • Books • Achievements • Publications The CV is the academic equivalent to the resume with the • Miscellaneous • Patents major exception that the CV has no page limit. In fact, most • Service people pride themselves on the length and work very hard at • Associations extending it. The CV is obviously more comprehensive than the resume and presents accomplishment over the long haul. More importantly, the CV provides the professional another 15 Ways Tip… way of reviewing the progression of your career. Don’t overlook the benefit of doing both a Resume and a CV as part of your branding program. Review them quarterly and grade yourself on the growth. Slide 3 of 19 R. Todd Stephens, Ph.D.

Slide 4: 15 Online Web Presence (Web 1.0) WAYS 2 nd Overview Way Who is doing it Right! The personal web site is still one of the most critical foundations of your professional brand. The online http://www.tompeters.com environment allow you to manage your brand perception. http://www.jimcollins.com The web allows you to archive and display your trademarks. http://www.stevehoberman.com/ Web sites don’t have to be complicated to be of value. Be http://www.answerthink.com/ sure to focus on the usability, graphics, navigation, metadata, http://www.davidco.com/ page layout and information content. While technology http://www.thomaslfriedman.com/ comes and goes over time, the simplicity of design never http://newparadigm.com/ does. Maybe a full scale web site is too much time and effort, http://www.danpink.com/ if so then simply create a blog from one of the many free http://www.harveymackay.com/ sources. The key is to get that professionalism out in the public. At the heart of a professional representation is to see that the individual has differentiated themselves from the pack, a diverse set of skills and talent, and a history of 15 Ways Tip… delivery. If you can communicate that in a simple and concise manner then you are at the top of your game. Design and usability are still critical in establishing your credibility and trustworthiness. Invest the time and money to ensure your web site is professional looking. Slide 4 of 19 R. Todd Stephens, Ph.D.

Slide 5: 15 Professional Weblog (Web 2.0) WAYS 3 rd Overview Way Who is doing it Right! Weblogs or blogs have become so ubiquitous that many people use the term synonymous for a “personal web site” http://www.roughtype.com/ (Blood, 2004). Unlike traditional Hypertext Markup Language http://www.tompeters.com (HTML) web pages, blogs offer the ability for the non- http://louisrosenfeld.com/home/ programmer to communicate on a regular basis. Traditional http://sethgodin.typepad.com/ HTML style pages required knowledge of style, coding, and http://blogwrite.blogs.com/ design in order to publish content that was basically read only http://ross.typepad.com/ from the consumer’s point of view. Weblogs remove much of http://scottgavin.info/ the constraints by providing a standard user interface that http://blog.williamarruda.com/ does not require customization. Weblogs originally emerged http://www.sandboxwisdom.com/ as a repository for linking but soon evolved to the ability to publish content and allow readers to become content providers. The essence of a blog can be defined by the 15 Ways Tip… format which includes small chunks of content referred to as posts, date stamped, reverse chronological order, and Add to your Blog or contribute to other content expanded to include links, text and images (Baoill, blogs every day. Stay focused on your 2004). topic or area of focus and never confuse the consumer by mixing personal and professional comments. Slide 5 of 19 R. Todd Stephens, Ph.D.

Slide 6: 15 Professional Networking (Web 1.0) WAYS 4 th Overview Six Degrees of Separation Way The term networking was first used in the 1500’s to describe the utilization of fishing nets versus the traditional line and In 1967, American sociologist Stanley tackle. What these early fisherman figured out that by using Milgram (2001) devised a new way to test the a net you could catch more fish in a shorter period of time; theory, which he called \"the small-world not to mention the least amount of effort. Networking is a problem.\" He randomly selected people in the lifelong relationship-building process that develops a wide mid-West to send packages to a stranger range of interpersonal connections or contacts that you can located in Massachusetts. The senders knew contact or communicate. Networking is a social process that the recipient's name, occupation, and general many of us are not very good at. This is especially true in the location. They were instructed to send the information worker where the skills of the introvert are valued package to a person they knew on a first- higher than those with extrovert soft skills. Networks act as a name basis who they thought was most likely, kind of informal, highly customized, personal ‘knowledge out of all their friends, to know the target business yellow pages’, providing a handy expert to fill in the personally. That person would do the same, brain-powered workers knowledge gap. and so on, until the package was personally delivered to its target recipient. Although the participants expected the chain to include at 15 Ways Tip… least a hundred intermediaries, it only took The first step is to start with people you know (on average) between five and seven which might include family, friends, associates, intermediaries to get each package delivered. and professional acquaintances. This is the fun Milgram's findings were published in part of networking, so enjoy the journey. Psychology Today and inspired the phrase \"six degrees of separation.\" Slide 6 of 19 R. Todd Stephens, Ph.D.

Slide 7: 15 Social Networks (Web 2.0) WAYS 5 th Overview Way Opportunities Online social networks, such as Friendster, LinkedIn, and Spoke1, have rapidly acquired millions of users and assist • LinkedIn them in forming new social or business contacts through • Friendster those they already have. These existing contacts are either • Spoke1 entered manually or gathered automatically, e.g., from email, • Classmates instant messaging, and the web of trust for decentralized • Orkut cryptographic keys (Adamic & Hogg, 2004). Online networks • Tribe allow people to explicitly articulate their social network, present themselves through a Profile (interests and demographics), post public testimonials about one another, browse a network of people, and establish themselves as subject matter experts with features and answers from LinkedIn. Like any network, the environment must be managed in order to gain the greatest value. LinkedIn now 15 Ways Tip… boasts 10 million members and is adding 120,000 per week. Along with many other online networking sites, LinkedIn Never turn down a connection, their provides you the ability to crate, manage, and own your address book may prove very useful! The online identity. goal is to connect with as many people as possible. Slide 7 of 19 R. Todd Stephens, Ph.D.

Slide 8: 15 Publications (Web 1.0) WAYS 6 th Overview Way Opportunities It seems like every industry has a trade journal or a magazine. Technology may be the worst of the bunch, from • Newsletters Data Management, to Disaster Recovery; we have a • Magazines magazine for just about every genre of technology. Each • Journals month, these magazines produce mounds of information • Books contributed by people just like you. Not to mention the • Book Chapters growing number of online magazines where folks are begging • Book Reviews or Editing for contributed content. The key is to generate an inventory • Monthly Columns of publishable material that you can use. This is a lot easier • Academic Journals said than done. There are many ways to get published as • Online Magazines / Journals noted on the right. Ideally, we want a balanced portfolio of publications. Like financial investments, you should never put all of your eggs in one basket. A balanced portfolio would ensure that you 15 Ways Tip… focus on the many different levels as well as different Use the element of reuse to reduce the categories. Professional articles are great but academic ones amount of effort. No one said that an are just as important. At a very high level, professional academic or web 2.0 type publication publications need to be simplified and applicability while couldn’t be used as a professional academic ones need more rigor. There is tremendous value publication or vice versa. Reuse is the in both of them. Key. Slide 8 of 19 R. Todd Stephens, Ph.D.

Slide 9: 15 Public Speaking (Web 1.0) WAYS 7 th Overview Way Opportunities Speaking in front of a group of people is one of the hardest things we do in life. From Tony Robbins to your Minister, • Local Civic Groups everyone get butterflies before addressing a group of • Professional Conferences individuals. Remember, the attendees have selected your • Academic Conferences session to attend. They may have paid to see your • Communities of Interest presentation but you can bet they want to see you succeed. • Toast Masters Nobody goes out and buys a car in hopes that it will break • Religious Groups down. Every professional conference is looking for speakers • Chapter Meetings with a story to tell. The hardest step is simply putting together 20 slides that tell that story and submitting it. By far, conferences are the easiest method of getting published. There is always a conference that would like to hear about your case study or observed best practices. The reason is simple; most professional conferences are littered 15 Ways Tip… with vendors and consultants. Theory, products, and Practice, Practice, Practice. There is no research are great, but when you have a story to tell, the substitute for this. Every professional world will beat a path to your door. speaker spends an enormous amount of time working out the session. “It takes me three weeks to put together a good impromptu speech.\" - Mark Twain. Slide 9 of 19 R. Todd Stephens, Ph.D.

Slide 10: 15 Social Publishing (Web 2.0) WAYS 8 th Overview Way Opportunities While we are still very early in the Web 2.0 environment, we still have a plethora of publishing opportunities. It goes • Weblogs without saying that people prefer to browse content versus • Wiki actually reading and trying to comprehend every word. While • Podcasts I am guilty of not doing this very well, you should try to keep • Social Networking you 2.0 posts to a paragraph or two. Learn to write in a • Ranking succinct, clear, and effective manner. If you can say it two • Rating sentences then do so, wordiness isn’t a virtue in the online • Industry Forums environment. If you have more to say then try to break up • Book Marking your posts into multiple posts which will not only help your • Communities readers, you help yourself by increasing the possibility of an • Professional Networks external link or Goggle result. • Photo Sharing (Flickr) • Slide Sharing (Slideshare.net) As we move forward, other opportunities will emerge. Be sure to notice what others are doing to build their Web 2.0 brand. Web 2.0 publishing is real time; there are no delays 15 Ways Tip… for editing or market potential. Web 2.0 is the perpetual beta Small contributions add up over time. and that will make all of us, under 30, uncomfortable. Don’t expect that a single post will move you the Google Rank #1. Brands take time and now the Web 2.0 environments changes your competition exponentially. Slide 10 of 19 R. Todd Stephens, Ph.D.

Slide 11: 15 Trademarks (Web 1.0) WAYS 9 th Overview Way Trademarks The choice of the trademark over the conventional term branding is by design. Information workers think of • Volunteer Efforts themselves as members of a trade. A trade is a long term • Degrees and Education Classes process where skills, competencies, and experiences come • Roles and Responsibilities together to create subject matter expertise. The new world of • Press Releases business is built around ambiguity, collaboration, networks, • Patents and Trademarks distributed leadership, loosely coupled processes, and a • Past Positions dispersed workforce. For many in the industry, the • Professional Affiliations transformation has been overnight and the majority of us are • Programs and Projects not prepared to handle a world without hierarchal structures. • Consulting The trademark is a physical representation of who you are as • Industry Awards and Designated Honors opposed to the concepts of branding which are more • Certifications metaphysical. Generally speaking, information workers are more receptive 15 Ways Tip… to the hard elements of a trademark versus the emotional You must, repeat must, managing this elements of a brand which has roots in sales and marketing. like you manage your financial portfolio. Historically, trademarks have been associated with Don’t pull a Clark Howard and go cheap, professions like the pharmacist’s mortar and pestle, the anvil spend what you need to do in order to for the blacksmith, the red and white pole for a barber or the continue to move forward on your wooden Indian statue for tobacco stores. trademark journey. Slide 11 of 19 R. Todd Stephens, Ph.D.

Slide 12: 15 Enterprise 2.0 (Web 2.0) WAYS 10 th Overview Enterprise Opportunities Way It seems like we hardly had the opportunity to perfect 1.0 • Corporate Profiles when 2.0 emerged and once again, technology is in the • Enterprise Wiki middle of it all. What would Enterprise 2.0 look like? Well, • Corporate Blogs look no further than Time Magazines “Person of the Year” • Collaborative Technologies (2006): You. “It's a story about community and collaboration • Social Tagging on a scale never seen before. It's about the cosmic • Corporate Forums compendium of knowledge Wikipedia and the million-channel • Book Marking people's network YouTube and the online metropolis • RSS MySpace. It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes.” Enterprise 2.0 is about you, your collaborative 15 Ways Tip… ability to contribute to the vast amount of knowledge in the world today; specifically focusing on your contributions within As power shifted to the customer, power the organization. We are starting to see power shift from the will also shift to the employee. few that commanded and controlled the flow of information to Information will flow just as the the many. The business implications of this new media are transaction flowed with Enterprise 1.0. unclear. No one is really sure where the rich user interfaces, We are entering into a new world that we self-service, the long tail, agility, transparency, and the are only beginning to understand and emergent components of trust are going to take us. embrace. Get Involved, Now! Slide 12 of 19 R. Todd Stephens, Ph.D.

Slide 13: 15 Metrics and Measurements WAYS 11 th Overview Way What to Measure! What gets measured, gets done! You need some sort of tracking system. At the end of the day, the truest measure of • Postings, Trackbacks and Comments your success is how you feel about yourself. Building up your • Information Content trademarks will improve how you look at yourself and the • Page Views belief in your abilities. If you think your business is growing • Repeat and Unique Visitors or you think your reputation is improving then the effort was • Top Pages completely worth it. Whether you call it self-esteem, self- • External Links confidence or self-worth, if you don’t think highly of yourself, • Search Analytics you will struggle with this effort and the results. • Google Page Ranking • Technorati Ranking In order to actually track trademark activity, we are going to • Portfolio Inventory of Trademarks need to collect an inventory type system where we can log • Publication Referencing our activities. Keep in mind, if you are already keeping your Resume or CV up to date this effort should be relatively small. Starting with a simple inventory of trademarks and classifications, We can begin the process of building a simple 15 Ways Tip… tracking system. Collect metrics on a monthly basis and Persistence is the key, big review on a quarterly basis. accomplishments are simply the summation of little ones. Track It, Manage It, and Deliver it. Slide 13 of 19 R. Todd Stephens, Ph.D.

Slide 14: 15 Podcasts (Web 2.0) WAYS 12 th Overview Way Who is doing it Right! A podcast is a digital media file, or a series of such files, that is distributed over the Internet using syndication feeds http://www.davidco.com/podcast.php for playback on portable media players and personal http://www.burrus.com/podcastsDB.html computers. A podcast is a specific type of webcast which, http://www.jimcollins.com/hall/index.html like 'radio', can mean either the content itself or the http://www.daveramsey.com method by which it is syndicated; the latter is also termed http://www.killerinnovations.com/blog/index.html podcasting. The basic idea is that podcasting is a http://davidmaister.com/podcasts/ combination of Ipod and RSS (Casting). Although an IPod http://taylormarek.com/blog/ is not required, the bsic idea holds true of building a audio (podcast) or video (vodcasts). 15 Ways Tip… Regardless of whether you are podcasting from your bedroom or sound studio there is no reason that your podcast cannot have a professional sound and feel Slide 14 of 19 R. Todd Stephens, Ph.D.

Slide 15: 15 Metadata Rules WAYS 13 th Overview Way Where Do You Metadata? Metadata has traditionally been defined as data about data. Metadata can provide abundant information about where an • Webpage Metadata (Meta-Tags) asset is located, what primitive elements make up the asset, • Document Metadata (Properties) how the asset was developed or created, where the asset is • Social Tagging physically located, who the steward of the asset is, and, of • Page and Posting Titles course, an inventory of what assets exists. Scientists, • Classifications researchers, and business practitioners continue to redefine, • Taxonomy re-scope, and re-purpose the basic utility of metadata. • Website Submissions • Keywords Metadata is the information you update when no one is • Descriptions looking. No one is going to review your Meta-Tags on your • Abstracts web site or the document properties but you should. Kind of • Naming Conventions like the old integrity question. Integrity is what you do when • Folksonomies no one is watching; same with metadata. Learn the tricks of the trade. Learn how to tag your content 15 Ways Tip… appropriately and create effective titles in your blogs. The time spent ensuring that your metadata accurately reflects Be sure to understand your area of your content, the better off you will be in the long run. specialty keywords and catch phrases. These need to be embedded into your metadata as much as possible. Slide 15 of 19 R. Todd Stephens, Ph.D.

Slide 16: 15 Work the “Zues Jones” Fringe (Web 2.0) WAYS 14 th Overview Way What are they Doing? Zeus Jones is an interesting example of an organization that has fully embraced the foundational components of a • Created a profile on LinkedIn to highlight trademark program. They are a company that understands their past experience and knowledge the potential impact of Web 2.0 technologies and the ability to • Created Music that could be downloaded create viral marketing. They state on their web site that they • Created desktop art with the company logo believe that actions speak louder than words and are • Created case study videos YouTube dedicated to solving business problems by helping clients use • Created and commented on blogs about their marketing to do things for their customers instead of just business, brands, and special interests saying things to them. Instead of the normal marketing • Created cell phone ring tones efforts such as building an online web site, brochures, and • Listed goals & values on 43 Things product announcements, they have utilized several facets of • Entered an online sewing contest the 2.0 world. • Created a “Zeus Jones” figure in one of the largest virtual worlds “World Warcraft” Zeus Jones may not be the first person or organization that • Made predictions at “Longbets.org” operates on the fringes of the Web 2.0 area but they are the • Developed RSS feeds to daily information first organization that has gone public with it. Not as a trial balloon but as an over arching corporate strategy. 15 Ways Tip… Work the fringes and be willing to take risks in this new and confusing world. Slide 16 of 19 R. Todd Stephens, Ph.D.

Slide 17: 15 Realize That You Are Labor! WAYS 15 th The diminishing demand for the Way technology professional (Labor) has an inverse relation to the Increasing Demand for Talent. Talent Competes on a Global Scale While Labor Competes on a Local Scale… Think About It 15 Ways Tip… Renew Your Passion Refresh Your Skills Re-Invent Your Purpose Re-Imagine Your World Slide 17 of 19 R. Todd Stephens, Ph.D.

Slide 18: 15 Summary WAYS Trademarks Online Presence Weblogs Publishing Networking Speaking Enterprise 2.0 Who Am I? We all Can Compete! Resume Inventory CV “If you don’t like change, you’re going to like irrelevance even less.” General Eric Shinseki, Chief of Staff. U. S. Army Slide 18 of 19 R. Todd Stephens, Ph.D.

Slide 19: 15 About the Author WAYS R. Todd Stephens, Ph.D. R. Todd Stephens is the Technical Director of the Collaboration and Online Services Group for the AT&T Corporation. Todd is responsible for setting the corporate strategy and architecture for the development and implementation of the enterprise collaborative and metadata solutions. Todd writes a monthly online column in Data Management Review and has delivered keynotes, tutorials and educational sessions for a wide variety of professional and academic conferences around the world. Todd holds degrees in Mathematics and Computer Science from Columbus State University, an MBA degree from Georgia State University, and a Ph.D. in Information Systems from Nova Southeastern University. Todd has been awarded four U.S. patents in the field of metadata and collaboration as well as co-authored books on web-enabled applications, open source, virtual workspaces, web 2.0 and collaboration. His upcoming book will focus on the elements of building professional trademarks presented here. Online: http://www.rtodd.com Enterprise Metadata Blog: http://www.rtodd.com/blog Collaborage: Enterprise 2.0 Blog http://www.collaborage.com Slide 19 of 19 R. Todd Stephens, Ph.D.