Thoughts on Online Personal Branding


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Slides explaining the concept of online personal branding delivered to Vlerick graduates in November 2011...

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Thoughts on Online Personal Branding

  1. 1. Personal branding online
  2. 2. Who I am• Simon McDermott @simonmc• Graduated from Vlerick in 2003 IMBA• Co-Founded Attentio in 2004 – Monitoring social media for brands• Founded New Media Cloud in 2009 – Advising companies and people on social media • Personal branding, Reputation monitoring• Mentor at Founder Institute, Director of Jam Publishing
  3. 3. What we will cover today• Why online personal branding is important?• Definitions• Different use cases, stories• Tools• Personal objectives & Go forward
  4. 4. Traditional definition of brandA brand is a perception or emotion,maintained by a buyer or prospective buyer,describing the experience related to doingbusiness with an organization or consuming itsproducts and services.
  5. 5. A perception or emotion, maintained bysomebody other than you. Describes the totalexperience of having a relationship with you.
  6. 6. A lesson in brand value€4 €.80
  7. 7. Source: Hajj Fleming
  8. 8. Why online is so important? • Competing names
  9. 9. Why online is so important• People check you out...• And that’s a good thing!
  10. 10. Why online is so important• Recruitment paradigm shift – Recruiters live on LinkedIN, Viadeo etc.
  11. 11. Stories from online personal branding• The non-existent – Most people • “The egg”
  12. 12. The over sharer
  13. 13. The Player– Has own personal web site– Uses– Thousands of followers– May speak a lot at events Gary Vaynerchuk– But not illustrative of most people...– But worth looking at how they do it and benefit of being guru at something, one thing!
  14. 14. My experience• Having a social media profile is valuable – Don’t over do it – Tempting to waste time updating or browsing • Like a party you don’t want to leave!• Much of your network is developed offline – Events, Sport, Friends• Recent example of a paid consulting project – Reality is cross over from social media to old fashioned network
  15. 15. The tools
  16. 16. KARATE belts• In steps – 1. White: Basic, minimum • LinkedIn profile, checks online by searching Google – 2. Green: Developing • LinkedIn, Twitter ID, Facebook rules – 3. Black: Personal Brand Fiend • LinkedIn, Twitter, Facebook, Own web site (e.g., brainstorms with people on their “brand values”, checks their reputation online
  17. 17. Going forward: Budget• From 0 to $1,000 – Mostly time...• is free, so is LinkedIN, Twitter etc. – LinkedIn premium may be interesting• Maybe paying someone to take a good picture?• Perhaps coaching but try and get your company to pay ;)
  18. 18. Going forward: Warnings• Make sure personal life is what you want to show, you own your brand – Argentinean Rugby story• Make it work for you and your objectives! – New job, want to share with network etc.• Different parts of you for different social networks!• You are always more that what you show online...People know this
  19. 19. Key Takeaways from today• Check your online brand – Search your name and colleagues• Own your name – Buy a domain name, get @Twitter, start your LinkedIn and/or Viadeo• Learn some social media etiquette – Twitter (RT, HT, @ versus D), Facebook Likes – LinkedIn updates tied to Twitter (not other way around)• Decide what time you can give to it and frequently change your status – Even a few times per month! – SHARE USEFUL CONTENT, IT WILL COME BACK TO YOU...
  20. 20. Thank you• Contact me