Defining Your Personal BrandA Path to Play to Social StrengthsBob Johnson
Personal Brand Defined                                2Copyright 2012 Robert Johnson
Your Digital Adverb (which you enjoy the most)                                3Copyright 2012 Robert Johnson
Learning Style      Questioner           Listener                Facilitator                   Copyright 2012 Robert Johns...
Brand Essence                                   Voice                                   BRAND                             ...
Defining the Brand                 Digital          Digital     Digital                Strengths       Weaknesses   Potent...
Define Your Audience (Why should I engage with you?)                                       NEEDS              PAIN        ...
Personal Brand Orientation(Are you Bob the Builder?)                   Copyright 2012 Robert Johnson   8
Brand Portfolio (A Question of Fuel)               Coverage                      Story                                Boun...
Brand Approach (What is Your Role?)                                 Teach                                 Me              ...
Brand Measures (Why Do It?)                       Money                 Fame                                  BRAND       ...
Personal Branding Three Key Action Areas                                Person as                                promoter ...
Steps to Your Personal Brand1. Define your Brand Personal (Online survey available in   three weeks)2. Identify Where Your...
The Social Media LandscapeStep One: Define Where You Play                Copyright 2012 Robert Johnson   14
The Social Media BullseyeSet Your Sites on Competitors and CommunitiesSocial Business CommunitiesSocial Personal Communiti...
The Social Media BullseyeMeasure Your Focused Performance Over Time                                                       ...
Workshop Two: Your Platform and CommunityStrategyFocus•Matching Your Personal Brand to the Best Communities and Platform•S...
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Personal branding - Bob Johnson

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SMEI Boston - Personal Branding Workshop #1

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Personal branding - Bob Johnson

  1. 1. Defining Your Personal BrandA Path to Play to Social StrengthsBob Johnson
  2. 2. Personal Brand Defined 2Copyright 2012 Robert Johnson
  3. 3. Your Digital Adverb (which you enjoy the most) 3Copyright 2012 Robert Johnson
  4. 4. Learning Style Questioner Listener Facilitator Copyright 2012 Robert Johnson 4
  5. 5. Brand Essence Voice BRAND ESSENCE Self-View Persona 5Copyright 2012 Robert Johnson
  6. 6. Defining the Brand Digital Digital Digital Strengths Weaknesses Potential 6Copyright 2012 Robert Johnson
  7. 7. Define Your Audience (Why should I engage with you?) NEEDS PAIN Why do they need to hear EXPOSURE What pain or gaps what you have to say? How is the audience exposed do they feel? to what you focus on? 7Copyright 2012 Robert Johnson
  8. 8. Personal Brand Orientation(Are you Bob the Builder?) Copyright 2012 Robert Johnson 8
  9. 9. Brand Portfolio (A Question of Fuel) Coverage Story Boundaries Scope Types 9Copyright 2012 Robert Johnson
  10. 10. Brand Approach (What is Your Role?) Teach Me Learn Teach Together You 10Copyright 2012 Robert Johnson
  11. 11. Brand Measures (Why Do It?) Money Fame BRAND MEASURES Benevolence Security 11Copyright 2012 Robert Johnson
  12. 12. Personal Branding Three Key Action Areas Person as promoter Person as publisher Person as producer 12Copyright 2012 Robert Johnson
  13. 13. Steps to Your Personal Brand1. Define your Brand Personal (Online survey available in three weeks)2. Identify Where Your Audience Resides3. List your Top Three Competitors and Research Them4. Focus on the Key Platforms and Communities5. Clarify What Your Good at and Other Resources6. Determine the Frequency You Can Manage7. Test Your Voice based on Your Personal Brand Personal8. Email on The Platforms You Identify to Shape Workshop 2 and Your Key Competitors (by name and organization) Copyright 2012 Robert Johnson 13
  14. 14. The Social Media LandscapeStep One: Define Where You Play Copyright 2012 Robert Johnson 14
  15. 15. The Social Media BullseyeSet Your Sites on Competitors and CommunitiesSocial Business CommunitiesSocial Personal Communities Active Voice Third Party Communities Blog Micro Blog Copyright 2012 Robert Johnson 15
  16. 16. The Social Media BullseyeMeasure Your Focused Performance Over Time Blog Active Social Business Voice Communities Third Party Communities Micro Blog Social Personal Communities Copyright 2012 Robert Johnson 16
  17. 17. Workshop Two: Your Platform and CommunityStrategyFocus•Matching Your Personal Brand to the Best Communities and Platform•Setting in Place an Action PlaybookSpeakers•Stephen Woods, CIO, Eloqua: The Future of Personal BrandingTechnology•Bob Wesley, CSO, Leaf, Inc. and Former Head of Marketing forMastercard: The Platform and Community Landscape and How to Avoidthat Shiny Object in the Corner Copyright 2012 Robert Johnson 17

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