Stratclyde mba 2012 social networking and you

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Online Professional Branding workshop for University of Strathclyde MBA 2012

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Stratclyde mba 2012 social networking and you

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

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