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copyright, 2009, Susan Mernit, do not reuse without attribution.




             BUILD YOUR BRAND
             THROUGH SO...
This workshop is about:


      • The value of a social media/
      personal branding strategy 
      • How to plan your ...
A challenge to get started….Can you
name this service ?




                        Are you using it yet?   




 copyrigh...
What’s this one?




                                  Are you using it yet?   


 copyright, 2009, Susan Mernit, do not r...
How about this one?




                                  Are you using it yet?   




                                   ...
How about this one?




                                  Are you using it yet?   


 copyright, 2009, Susan Mernit, do no...
And this ?




                                  Are you using it yet?   
 copyright, 2009, Susan Mernit, do not reuse wit...
Welcome to the social media
ecosystem
   44 Million Americans are on Facebook
 

  Roughly 4 million people use Twitter
...
Like this?




 copyright, 2009, Susan Mernit, do not reuse without attribution.   3/3/09
Or like this?




  copyright, 2009, Susan Mernit, do not reuse without attribution.   3/3/09
The Game Has Changed
Even beyond Google, everyone is inter‐
connected 
We’ve gone beyond centralized authoriCes that 
cred...
 In this new world, referral, 

 recommendaCon and reputaCon 
 control a lot of things 

 ‐‐And can get you jobs, consul...
We’re going to talk about the basic
social media toolbox and how to use it:

• Facebook 
• TwiMer 
•  Linked‐In 
• Flickr ...
You don’t need to use them all the Cme, but you do need to use them.

       copyright, 2009, Susan Mernit, do not reuse w...
1. Start with a strategy
What do I want to accomplish? My Goals:


Establish presence & expertise                     Get ...
2. Execute your plan
   Create a campaign for yourself using the tools you select
 

  Schedule your posts

  Create ne...
3. It’s okay to do “bursty” work
   Blog or twitter daily.
 

  Visit Facebook daily; update your status & interact

  ...
4. Pay attention to SEO, headlines
   SEO is about crawling                                  Make it catchy, we’re
      ...
5. Self-monitor and check the metrics

   Set up ego alerts for your name at google.com/
 

   alerts and search.twitter....
6. Reach into the community, online &
off
   This is an “we’re all in this together, people”
 

   moment.
  Support and...
8. Be entrepreneurial!
   Start a new blog for your area or for a passion,
 

   alone or with a friend
  Blog w/ a grou...
Remember, it’s about the outcomes

• Building your brand 
• Being known for something 
• Expanding your community 
• Stayi...
Recommended links
     Social Media in Plain English
 
     http://www.youtube.com/watch?v=MpIOClX1jPE
     The SEO Rappe...
About the author
   Susan Mernit is an entrepreneur, trainer, consultant
 

   and blogger with a passion for social medi...
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March 2009 Build Yr Brand Thru Social Media

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How do you leverage the social media ecosystem to build your brand and personal identity on the web? What are the tools and how do you plan a strategy? This was a preso for the Maynard Institute Workshop at the USC at the Annenberg School om reinvention, media entrepreneurship, and retraining journalists.

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Transcript of "March 2009 Build Yr Brand Thru Social Media"

  1. 1. copyright, 2009, Susan Mernit, do not reuse without attribution. BUILD YOUR BRAND THROUGH SOCIAL MEDIA Susan Mernit MARCH 2009 Maynard Institute workshop
  2. 2. This workshop is about: • The value of a social media/ personal branding strategy  • How to plan your strategy based on  your goals  • How to execute your strategy  • How to measure results   copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  3. 3. A challenge to get started….Can you name this service ? Are you using it yet?    copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  4. 4. What’s this one? Are you using it yet?    copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  5. 5. How about this one? Are you using it yet?    Are you using it yet?  copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  6. 6. How about this one? Are you using it yet?    copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  7. 7. And this ? Are you using it yet?    copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  8. 8. Welcome to the social media ecosystem 44 Million Americans are on Facebook     Roughly 4 million people use Twitter   There are over 2 Billion photos on photo-sharing community Flickr   You are now connected to everyone on the planet via Google searches   How do you show up? copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  9. 9. Like this? copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  10. 10. Or like this? copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  11. 11. The Game Has Changed Even beyond Google, everyone is inter‐ connected  We’ve gone beyond centralized authoriCes that  credenCal us—newspapers, universiCes, affiliate  groups  To crowd‐sourcing, networks, and the wisdom of  crowds  ‐‐And you need to play to compete  copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  12. 12.  In this new world, referral,  recommendaCon and reputaCon  control a lot of things   ‐‐And can get you jobs, consulCng  gigs, influence & more  copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  13. 13. We’re going to talk about the basic social media toolbox and how to use it: • Facebook  • TwiMer  •  Linked‐In  • Flickr  • YouTube (Vimeo/Viddler)  • Blogging  copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  14. 14. You don’t need to use them all the Cme, but you do need to use them. copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  15. 15. 1. Start with a strategy What do I want to accomplish? My Goals: Establish presence & expertise Get a job, contracting, consulting • Determine a category/interest DO EVERYTHING IN THE LEFT • Blog, link, comment—contribute COLUMN AND ALSO: • Twitter profile your interests • Use LinkedIn, Facebook to build • Follow people who share your connections w/peers interests (find via search.twitter.com) • Join the real world community-find on • Plan posts that contribute news, Meetup, Upcoming, Barcamp.org reflection expertise, share links • Network as you build relationships • Attend meetups and conferences in • Let people know what your skills are your area of interest and what you are hoping to work on • Coffee with virtual friends and colleagues • Keep it up, forever • Organize a barcamp, meet up or dinner copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  16. 16. 2. Execute your plan Create a campaign for yourself using the tools you select     Schedule your posts   Create newsfeeds and alerts to monitor your areas   Share breaking links on twitter, almost real time   Link and comments to others’ ideas and sites   Monitor your own links w/Google alerts, twitter search   Stay focused, be responsive, nimble   Use your authentic voice, always copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  17. 17. 3. It’s okay to do “bursty” work Blog or twitter daily.     Visit Facebook daily; update your status & interact   Build your linked in contacts weekly   Use YouTube, Flickr, Seesmic, etc as needed to intensify your connections, share materials copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  18. 18. 4. Pay attention to SEO, headlines SEO is about crawling Make it catchy, we’re     robots.txt in the entertainment economy   Use precise descriptions in your   Make it literal so your post heds post can be discovered   Revise your meta-data   Keep testing and to reflect how you improving! want to be seen   Read up on SEO, this is a must have skill copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  19. 19. 5. Self-monitor and check the metrics Set up ego alerts for your name at google.com/   alerts and search.twitter.com   Install Google Analytics on your blog and learn how to use it.   Check your content and keywords in Google analytics: are you turning up where you want to be?   Be consistent with both checking and posting copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  20. 20. 6. Reach into the community, online & off This is an “we’re all in this together, people”   moment.   Support and form co-working spaces, organize coffees and meet ups.   Have at least 1 meeting a week with someone new you connected with via the Net but who is local   Keep your contacts active—send links, try Zentat copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  21. 21. 8. Be entrepreneurial! Start a new blog for your area or for a passion,   alone or with a friend   Blog w/ a group: Salon, Huffington Post, BlogHer, etc.   Be an active Twitterer or video blogger   Work your network as you seek your goal copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  22. 22. Remember, it’s about the outcomes • Building your brand  • Being known for something  • Expanding your community  • Staying connected   • Purposeful Networking  It is all about the relaConships—when you build  your brand, you build them as well.  copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  23. 23. Recommended links Social Media in Plain English   http://www.youtube.com/watch?v=MpIOClX1jPE The SEO Rapper: Addicted to social media   http://www.youtube.com/watch?v=vXCCGsBVzrc Gary Vandercheck, IMAN conference (real estate)   http://www.viddler.com/explore/KellyOlexa/videos/1 Tom Peters, The Brand Called You   http://www.fastcompany.com/magazine/10/ brandyou.html copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
  24. 24. About the author Susan Mernit is an entrepreneur, trainer, consultant   and blogger with a passion for social media. A former VP at AOL and Netscape, Mernit was also a Senior Director at Yahoo! and the founding editor for NJ.com.   Blog & info on consulting/training: susanmernit.com   Twitter: twitter.com/susanmernit   Friendfeed: friendfeed.com/smernit   Email: smernit gmail copyright, 2009, Susan Mernit, do not reuse without attribution. 3/3/09
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