UMass Dartmouth - Personal Branding Keynote


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Dan Schawbel presents to UMass Dartmouth on personal branding, with a focus on eBranding, blogging, personal empowerment and social networking.

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UMass Dartmouth - Personal Branding Keynote

  1. 1. Dan Schawbel Personal Branding Expert
  2. 2. Current Situation 63,000 Jobs Cut in February first time in 4.5 years “ Taken as a whole, you clearly have a deceleration of the rate of job growth” Jan Hatzius, Chief Domestic Economist, Goldman Sachs Solution – Personal Branding
  3. 3. We Learn a Lot in School… But how do I get a job Professor? Math English History History Science Art Science Philosophy Psychology Languages
  4. 4. Personal Branding Origins <ul><li>“ Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” </li></ul><ul><ul><li>Tom Peters, Management Guru </li></ul></ul>Source: Starting today you are a brand!
  5. 6. What is Your Brand? <ul><li>Self-Impression = Perception </li></ul>
  6. 7. My Journey Personal Branding Blog March 14 th , 2007 Personal Brand Awards May 1st, 2007 Personal Branding TV July 2 nd , 2007 August 25th , 2007 Personal Branding Magazine August 1st, 2007 Personal Branding Wiki September 12th , 2007 Personal Branding Articles Spring 2009
  7. 8. Your Brand is Searchable My Blog My Brand My Magazine Byline Article Press LinkedIn Resume Facebook Profile 47% of people have searched for information about themselves online (Pew Internet Study, Dec 07’)
  8. 9. The Concept Differentiation Personal branding describes the process by which individuals differentiate themselves by identifying and articulating their unique value proposition to achieve a specific goal. “ People are Marketed as Brands ”
  9. 10. The 4 P’s <ul><li>P erson </li></ul><ul><li>P lace </li></ul><ul><li>P rice </li></ul><ul><li>P romotion </li></ul>The same strategies apply
  10. 11. Octopus Model of Relevancy Public Relations Marketing / Branding Relationship Networking Career Development Search Engine Optimization (SEO) Human Resources Entrepreneurship Social Media Personal branding covers 8 topics
  11. 12. 4-Step Branding Process Step 4
  12. 13. Aspects <ul><ul><li>Personal website </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Business Card </li></ul></ul><ul><ul><li>Resume </li></ul></ul><ul><ul><ul><li>Traditional </li></ul></ul></ul><ul><ul><ul><li>Video </li></ul></ul></ul><ul><ul><li>Portfolio (CD/Web) </li></ul></ul><ul><ul><li>Reference Document </li></ul></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Appearance </li></ul></ul><ul><ul><li>Competencies </li></ul></ul><ul><ul><li>Personality </li></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Values </li></ul></ul>Intangible Tangible
  13. 14. Your eBrand
  14. 15.
  15. 16. Blogs: Listen, Participate & Create
  16. 18. DON’T JOIN
  17. 19. <ul><li>Social Network Checklist </li></ul><ul><ul><li>Volume </li></ul></ul><ul><ul><li>Credibility </li></ul></ul><ul><ul><li>Relevancy </li></ul></ul>You be the judge
  18. 20. My Recommendations
  19. 21. Reputation Management
  20. 22. Think Your Too Young? Cody McKibben 24, Web Design and Blog Consultant After learning how to build a network as a staff member for his college, he used LinkedIn as a way to build a profile, connect with potential clients and share expertise using the Q&A feature. Now brings in several clients for his own business. Andrew Cafourek 23, Web Design and Blog Consultant He had interest in social media after graduating college. One day he left a blog comment that he was interested in a new job in a post talking about changing jobs. He was contacted by a company, interviewed and hired based on his own blog that he created. Jon Ostrower 24, The FlightBlogger After blogging about aviation with passion and an audience of over 400,000 readers, the aviation news and jobs website Flight Global brought him on board to blog fulltime.
  21. 23. Think Again! Brian Stelter 23, New York Times Columnist Launched a blog about cable news, then joined Mediabistro and then he started making money blogging. His reputation as a journalist and TV news expert landed him with his new job at the NY Times when he graduated. Matt Coddington 22, Web Developer With very little industry experience and income, he scrapped his resume and wrote a letter to a hiring manager, with a link to his blog and was hired based on the proven success he had with it. Brooke Allison 23, Viral Video Superstar She started her own channel on YouTube, which eventually made it to the homepage and she was then discovered by mainstream media with a contract from Carson Daily. She’s been mentioned in the WSJ, NBC, etc.
  22. 24. <ul><li>Brian Balfour </li></ul><ul><li>23 years old, blogger at </li></ul><ul><li>Offered </li></ul><ul><li>Work history </li></ul><ul><li>Education </li></ul><ul><li>Posts on social networking </li></ul><ul><li>Profiles on Facebook and LinkedIn </li></ul>“ I was impressed by the points Brian was making and the way he was making them. The most impressive thing about Brian's blog was how each post was succinct yet on target. It was a no-brainer to give him a call and see if he’d be interested.” Russell Glass, Vice President, Zoom Info Blog For Jobs
  23. 25. Action Items
  24. 27. OR