Self Branding For Success (and in this case by success I mean job)


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Lecture given at Afeka College in Tel Aviv on December 26, 2010

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Self Branding For Success (and in this case by success I mean job)

  1. 1. Using Social Media for Success And in this case, we’re defining success as a career… @ shira abel
  2. 2. @ shira abel I like discussions Interrupt me
  3. 3. Who Am I? <ul><li>Shira Abel </li></ul><ul><li>Director of Marketing at Aniboom </li></ul><ul><li>Principal at Abel Communications </li></ul><ul><li>@shiraabel </li></ul>
  4. 4. Agenda @ shira abel <ul><li>Goals vs. Reputation </li></ul><ul><li>Social Media – You can’t be found if you’re not there </li></ul><ul><li>When You’re There – What To Do </li></ul><ul><li>Me As an Example </li></ul>
  5. 5. Goals Vs. Reputation @ shira abel
  6. 6. Goal (Job) What do you want to do? @ shira abel
  7. 7. Why Would Someone Hire You? What is your reputation? @ shira abel
  8. 8. Think About Your Image @ shira abel Is it this? Think About Your Image Is it this?
  9. 9. @ shira abel Or this?
  10. 10. Self Branding <ul><li>Identifying characteristics that distinguish you from your competition </li></ul>@ shira abel
  11. 11. Differentiation <ul><li>How do you compare to others going for the same position? </li></ul><ul><li>What makes you stand out among the crowd? </li></ul><ul><li>When your name comes up – what is the response ? </li></ul>@ shira abel
  12. 12. Your Name <ul><li>Consensus about who you are </li></ul><ul><li>Reputation, public image and character </li></ul><ul><li>Collective opinion about you </li></ul><ul><li>It’s like a Rorschach test. Somebody flashes your name. What leaps to mind? </li></ul><ul><li>*David D’Alessandro </li></ul>@ shira abel
  13. 13. Social Media – You can’t be found if you’re not there @ shira abel
  14. 14. Social Media – Where Are You? @ shira abel
  15. 15. Where to Find Work <ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Blog (comment on yours and others) </li></ul><ul><li>Facebook </li></ul>@ shira abel
  16. 16. And When You’re There – What to Do… @ shira abel
  17. 17. What to do? GIVE <ul><li>The secret of social media is that it’s opt-in . If you are not giving interesting information, people will not follow you. The way to build influence is by giving. Give information you think is relevant to your audience. Save them time. Give them a reason to trust you – only then can you ask for something in return. </li></ul>@ shira abel
  18. 18. Connect @ shira abel
  19. 19. Control Your Image <ul><li>Publish a blog </li></ul><ul><li>Post articles / opinions on Twitter and connect it to your LinkedIn </li></ul><ul><li>Keep networks on Facebook controlled </li></ul><ul><li>Remember – people want to work with humans </li></ul>@ shira abel
  20. 20. Focus <ul><li>Clarity – who are you and who you are not </li></ul><ul><li>Consistency – what is your message </li></ul><ul><li>Constancy – showing the same message to the entire audience </li></ul>@ shira abel
  21. 21. Remember <ul><li>Differentiate </li></ul><ul><li>Create value </li></ul><ul><li>Be found </li></ul><ul><li>Network </li></ul><ul><li>Be memorable </li></ul><ul><li>Take calculated risks </li></ul>@ shira abel
  22. 22. What is Your Message? <ul><li>Information about you </li></ul><ul><ul><li>Goals </li></ul></ul><ul><ul><li>Values </li></ul></ul><ul><ul><li>Drivers </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Skills / Talents / Expertise </li></ul></ul><ul><li>Information from others – about you </li></ul><ul><ul><li>How do they perceive you? </li></ul></ul>@ shira abel
  23. 23. Develop Your Brand <ul><li>Target audience </li></ul><ul><ul><li>Imagine yourself in their shoes – what are their needs </li></ul></ul><ul><li>Unique value proposition </li></ul><ul><ul><li>Why would someone go to you for something, over someone else? </li></ul></ul><ul><li>Attributes – choose three </li></ul><ul><ul><li>Aligned with goals </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><ul><li>Relevant to your target </li></ul></ul><ul><li>Value </li></ul><ul><ul><li>What is your elevator pitch of unique offering? </li></ul></ul>@ shira abel
  24. 24. Getting Started on Your Brand <ul><li>Volunteer with a charity organization </li></ul><ul><li>Sign up for an extra project inside your organization </li></ul><ul><ul><li>Introduce yourself to new colleagues </li></ul></ul><ul><ul><li>Showcase your skills </li></ul></ul><ul><ul><li>Work on new ones </li></ul></ul><ul><li>Take on a freelance project </li></ul>@ shira abel
  25. 25. Get Yourself Out There <ul><li>Teach a class </li></ul><ul><li>Write articles for publications </li></ul><ul><li>Write your own blog </li></ul><ul><li>Build a newsletter (connect to blog) </li></ul><ul><li>Speak on panels and at conferences – and make sure they video it </li></ul><ul><li>Post the video of the conference (or just your video blog) on YouTube or Vimeo </li></ul>@ shira abel
  26. 26. <ul><li>Work will </li></ul><ul><li>find you </li></ul>@ shira abel
  27. 27. <ul><li>Me As an Example </li></ul>@ shira abel
  28. 28. My Professional Impression
  29. 29. Linked In Shows Expertise <ul><li>Articles posted from my Twitter using #in </li></ul><ul><li>Where am I professionally online </li></ul><ul><li>Key words in Title helps you be found in search </li></ul><ul><li>Build your professional network </li></ul><ul><ul><li>Participate in groups </li></ul></ul><ul><ul><li>Promote your blog </li></ul></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul>@ shira abel
  30. 30. My Humanity Shows on Twitter
  31. 31. Twitter List Shows Perception <ul><li>Common phrases: Marketing, Social Media, Business, Northwestern, MBA, Conversationalist, Design, Israel, Jewish </li></ul><ul><li>Funny tags: Peoplewhocouldbeatmeup (thank you @unmarketing), onlyfunnyifsonelosesaneye (thank you @noahroth) </li></ul>@ shira abel
  32. 32. Level of Influence @ shira abel
  33. 33. Check Your Message @ shira abel
  34. 34. More Twitter <ul><li>More followers than followed shows good content – giving information of value </li></ul><ul><li>Numerous sites out there that show the “Tweeters” level of influence </li></ul><ul><li>Pulls people to you (if your content isn’t good – you don’t get followers) </li></ul>
  35. 35. Maintenance <ul><li>Google Alert for your name </li></ul><ul><li>Stay active and connected </li></ul><ul><li>Assessment – Are you hitting your mark? </li></ul><ul><li>Evolve – Flexibility is critical </li></ul>@ shira abel
  36. 36. What NOT To Do <ul><li>Spam </li></ul><ul><li>Use a “Follow 1,000 users a day” program </li></ul><ul><li>Follow 1,000 people when you just started and are only followed by 12 </li></ul><ul><li>LinkedIn – Follow people you don’t know </li></ul><ul><ul><li>There are reasons why following people you don’t know is a good idea if you’re in sales / marketing </li></ul></ul><ul><li>Share too much </li></ul><ul><li>Ask without giving </li></ul>@ shira abel
  37. 37. Build Influence <ul><li>Share information </li></ul><ul><li>Share contacts </li></ul><ul><li>Introduce people </li></ul><ul><li>Do favors </li></ul><ul><li>Acknowledge support </li></ul><ul><li>Be transparent </li></ul><ul><li>Build trust </li></ul>@ shira abel
  38. 38. The Importance of Network <ul><li>Get to know a new group of people outside of your normal group </li></ul><ul><li>Working well with others will have them singing your praises </li></ul><ul><li>Having a good reputation brings work to you </li></ul>@ shira abel
  39. 39. <ul><li>Thank you </li></ul><ul><li>Shira Abel-Shvo </li></ul><ul><li>Abel Communications </li></ul><ul><li> </li></ul><ul><li>@shiraabel </li></ul>
  40. 40. References <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>@ shira abel
  41. 41. The Brand Called You <ul><li>“ What do I do that adds remarkable, measurable, distinguished, distinctive value ? Forget your job description. Ask yourself: What do I do that I am most proud of? ” </li></ul><ul><li>* Tom Peters </li></ul>@ shira abel
  42. 42. Robert Scoble
  43. 43. Perception is Reality <ul><li>How do others see you? </li></ul><ul><li>Is it the impression you want to be giving? </li></ul><ul><li>You are already being branded </li></ul><ul><li>To build a good personal brand if you must see yourself as others see you </li></ul>@ shira abel
  44. 44. Technology Evangelist
  45. 45. Famous for Tech
  46. 46. Blogger
  47. 47. Managing Director – Building 43
  48. 48. Where are you online? @ shira abel
  49. 49. What do the results reflect? @ shira abel