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Online Professional Branding workshop for University of Strathclyde MBA 2012

Online Professional Branding workshop for University of Strathclyde MBA 2012

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Stratclyde mba 2012   social networking and you Stratclyde mba 2012 social networking and you Presentation Transcript

  • Social Networking and U
    Surendra Phatak
  • Who am I
    A Social Media Consultant ??
    Nope!!
    I am just another communications professional !!
    © 2011 SURENDRA PHATAK
  • Who am I - contd..
    A Social Media Guru??
    Not at all !!
    Don’t I look too young for that !!
    © 2011 SURENDRA PHATAK
  • Who am I - contd..
    Just someone like you !!
    Was in your position just an year ago
    © 2011 SURENDRA PHATAK
  • What can you expect from the session?
    Lot of Social media Statistics?
    Not a chance !!
    I don’t have any !!
    © 2011 SURENDRA PHATAK
  • What can you expect from the session? - contd..
    Case studies of Famous people/ businesses?
    Naaaaaaaaaaaaaaa
    There are too many others telling those!!
    © 2011 SURENDRA PHATAK
  • So why should you listen to me?
    I am not a consultant/ guru ; I am just one of you
    I am here to share my own experience not case studies
    I am going to discuss practical things which can benefit you
    © 2011 SURENDRA PHATAK
  • What am I going to talk about
    Social networking and U
    How did I benefit from social networking?
    How you can leverage social networking for your own benefit?
    © 2011 SURENDRA PHATAK
  • Why should you care ?
    Your CV has to be limited to 2 pages & recruiters are moving beyond your CVs
    Cause you are going to get googled & People expect you to be online
    Cause everyone else is already out there & differentiation is getting difficult
    Cause you want to reach out to a bigger audience
    © 2011 SURENDRA PHATAK
  • Defining “You” as a Brand
    Part 1 – Building the Foundation
    © 2011 SURENDRA PHATAK
  • Exercise I - You through internet lenses
    © 2011 SURENDRA PHATAK
    Activity
    Each person to do a online search on the person sitting to his/ her right with the aim to form a perception as a potential contact
    Please make sure that you are logged out of all social networks and have access only to public information
    Deliverable
    Translate the perception into 1 paragraph / Few lines on a piece of paper
    This description will contain personal as well as professional attributes
    To be completed in 10 minutes
  • Exercise II - You as per you
    © 2011 SURENDRA PHATAK
    Activity
    Each person think of paragraph describing himself to a potential contact as a person as well as a professional
    Deliverable
    Document the thoughts into 1 paragraph / Few lines on a piece of paper
    A separate note containing the personal/ professional attributes that you currently have and a few which you will like to claim in near future on a separate piece of paper
    To be completed in 10 minutes
  • Exercise III - The Gap Analysis
    © 2011 SURENDRA PHATAK
    Activity
    Compare the 2 notes about you and note down the key differences/ glaring errors of judgement or simply lack of information
    Have a quick discussion with the person who searched you to find out the sources of information for the mistakes/misses/errors
    To be completed in 10 minutes
  • Bridging the Gap between the 2 “You” perceptions
    Part 2 - Understanding the Framework
    © 2011 SURENDRA PHATAK
  • Ideal Search results for “You” as a brand
    • My identity
    • My communication
    • My work
    • My thoughts
    © 2011 SURENDRA PHATAK
  • Framework for leveraging Social Networking
    Content
    Thoughts
    Artefacts
    LinkedIn
    Identity
    Communication
    Distribution
    For you/ for someone else
    © 2011 SURENDRA PHATAK
  • The starting point
    Personal Positioning
    Fun loving person with interests in sports and politics
    B2B marketing communication professional with specialization in brand identity creation and enthusiasm for social media
    Professional Positioning
    Target Audience
    Objectives
    • Build UK network in B2B & Social media
    • Claim social media expertise
    • Colleagues, Classmates
    • Recruiters, Employers (B2B, Social Media)
    • Social media experts
    © 2011 SURENDRA PHATAK
  • The do’s and don’t
    Part 3 - Understanding the Tools
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - LinkedIn branding tools
    Profile
    Title
    No adjectives, single positioning
    Photo
    No passport.. Professional with a personality
    Summary
    2 at the most 3 paras
    Factual not ornamental
    Skills
    SEO friendly
    Details
    No bullet points..
    Story with episodes
    Recommendations
    Factual not emotional
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - LinkedIn branding tools contd..
    • Status messages - (Quotes, personal updates, thoughts)
    • Shared Articles - (Your own blog, news, other blogs)
    • Commenting on other’s updates
    Updates
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - LinkedIn branding tools contd..
    Other tools
    Groups
    Discussion
    Question and Answers
    Polls
    Applications
    Events
    © 2011 SURENDRA PHATAK
  • Twitter branding tools
    Profile
    Account Name
    Profile Description
    Followers
    People whom you follow
    Tweets
    Other tools
    • Status messages - (Quotes, personal updates, thoughts)
    • Shared Articles - (Your own blog, news, other blogs)
    • Retweets
    Twitter applications
    © 2011 SURENDRA PHATAK
  • Slideshare branding tools
    Profile
    Account Name
    Profile Description
    Uploads
    • Presentations
    • Portfolios
    • Research Papers
    • ....
    © 2011 SURENDRA PHATAK
  • How to get and measure the ROI
    Part 4 - Understanding the ROI
    © 2011 SURENDRA PHATAK
  • What have I gained?
    75-100 odd hits on blog per week
    800+ views on slideshare
    20-25 profile views on LinkedIn a week
    70 + followers on Twitter
    Ability to claim expertise through blog
    Blog as a proof of writing skills
    • Now people know me as someone who is interested in Social Media
    • Assignments getting diverted to me through referrals
    • Better response to job/ project proposals
    © 2011 SURENDRA PHATAK
  • What have I gained ?- contd..
    • Liked my blog
    • Agreed to review and refer my CV
    • Shared my blog
    • Helped me organize this session
    • Liked My LI group activities
    • Invited me for event he was organizing
    © 2011 SURENDRA PHATAK
  • What have I gained ?- contd..
    © 2011 SURENDRA PHATAK
  • What have I gained ?- contd..
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - A case Study
    Blog started for personal branding in October 2010
    Blog attracting 300 hits a month till date
    Content distributed through LinkedIn and Twitter
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - A case Study
    Blog Featuring in LinkedIn Updates
    Wordpress app bringing content from blog into LinkedIn profile
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - A case Study
    Blog content used to start discussions on LinkedIn
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - A case Study
    Twitter used as a distribution mechanism for blog
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - A case Study
    Blog used to start polls on LinkedIn
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking - A case Study
    Blog content used to market content
    Follow-up blog written using the LinkedIn comments
    © 2011 SURENDRA PHATAK
  • Online Personal Branding - A case Study
    Blog utilized as a resume tool to claim social media expertise
    © 2011 SURENDRA PHATAK
  • Key to Success
    Size & Quality of network
    Size - More the merrier
    Quality - Closer to the target group the better
    Consistency
    Usage frequency , purpose
    Focus
    Topics, Subjects
    Relevancy
    To the target group
    Awareness
    Of the tools as well as their impact
    Involvement
    With your own profile as well as your network
    © 2011 SURENDRA PHATAK
  • Leveraging Social Networking journey – Where are you?
    Expert
    • Identify specific targets
    • Utilize advanced features
    • Crowd source
    • Integrate all your OPB efforts
    • Offline follow-up
    Intermediate
    • Zero in on TG
    • Optimize your profile
    • Start sharing articles
    • Utilize applications
    • Get on groups and discussions
    Beginner
    • Decide positioning
    • Get yourself on LI & Twitter
    • Build your network
    • Start spending some time with your network
    © 2011 SURENDRA PHATAK
  • Questions if Any…
    Thank you
    © 2011 SURENDRA PHATAK