Personal Branding<br />For Executives<br />
Today<br />career climate<br />what is “personal” branding?<br />justifications<br />personal brand planning<br />social m...
Defining a need for personal branding<br />Part one<br />
Old directions no longer apply.<br />economy<br />company volatility<br />unemployment rate<br />market instability<br />
“We are the CEOs of our own companies: Me Inc.”<br />- Tom Peters, Fast Company 1997<br />
Predictable. Consistent.<br />(Personal Branding should not be like a Magic 8 Ball)<br />
Phil? Oh yeah. I can tell you all about him.<br />“Brands are built on what people are saying about you, not what you’re s...
Common objections and their justifications<br />Part two<br />
Personal branding:Not just for job seekers!<br />Publicity & Awareness<br />Organization’s Credibility<br />Humanizes Your...
Too busy?<br />If just 30 minutes a day meant a path to a better job, new business or happier employees, wouldn’t you inve...
Fine for marketing people<br />Too cheesey for me!<br />
Can executives be too available?<br />
Personal brand planning<br />Part three<br />
A personal branding plan<br />Assess<br />Life & Career Goals<br />Inventory of attributes, skills, experiences<br />Input...
What are your building blocks?<br />Great story demonstrating affability<br />Great story demonstrating brilliance<br />Gr...
Building the brand<br />What you convey face-to-face<br />Résumé, LinkedIn profile, communications<br />Your Foundational ...
Practice.<br />Makes.<br />Perfect.<br />I’m affable and here’s why!<br />
Hair<br />Visual Identity should match brand<br />Smile<br />Accessories<br />Clothing<br />
Social media brand execution<br />Part four<br />
4 out of 5<br />
5 Critical Questions<br />Who do you want to reach?<br />What action do you want them to take?<br />What do they want?<br ...
Who do you want to reach?<br />Top influencers<br />Peers<br />Potential employers<br />Potential partners<br />Investors<...
What do they want?<br />Real conversation<br />New ideas<br />Analysis<br />Humor / wit / fun<br />Attention<br />
What action do you want them to take?<br />Comment<br />Follow / friend / connect<br />Link / review / recommend<br />Buy<...
How will you convince them?<br />Your distinctive…<br />Skills<br />Knowledge<br />Experiences<br />
How far are you prepared to go?<br />Patience<br />Tenacity<br />Alertness<br />Curiosity<br />Responsiveness<br />Interes...
5 Critical Questions<br />Who do you want to reach?<br />What action do you want them to take?<br />What do they want?<br ...
Balance social media with work<br />Know company policies<br />Set realistic goals<br />Start small<br />Stay manageable<b...
Step by Step: Getting Started<br />What is the right channel for me?<br />Demographics<br />Writing, long or short?<br />P...
What is the right channel for me?<br />
Social Network Demographics<br />
Top global companies use many channels…<br />Source: ENGAGEMENTdb.com<br />
… and reap significant rewards.<br />
But most of them started small.Just one channel.<br />
How often is normal?<br />Twitter or Facebook: 30 minutes a day<br />Blogs: 1-2 updates/ week<br />Bottom line: When you f...
Measuring Your Investment<br />36<br />Unique visitors<br />Pages visited<br />Time on site<br />Bounce rate<br />Posts<br...
Some Free Tools<br />Google Analytics, Google Alerts<br />Klout<br />HootSuite, Tweetdeck<br />
Round-up and take aways<br />Part four<br />
Take Aways<br />For the foreseeable future, career management necessitates personal brand management<br />Social media is ...
About<br />Part of SPR Companies<br />A communications consultancy<br />Strategy, governance and accountability for social...
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Personal branding for executives

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This is an updated version of a talk I have given several times now. Content is geared toward executives and small business owners interested in personal brand management or job search via social media.

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  • ----- Meeting Notes (2/8/11 21:02) -----I was asked to talk about personal branding for technology executives... what it is and how to go about using it to manage your career.I&apos;ve been helping technology pros build their careers for...
  • Being technical isn’t good enoughGot to know the businessGot to be strategicGot to drive innovationNo such thing as “permanent” employment
  • Not just what you say, but demonstrated consistency of behavior.
  • Not just what you say, but what others say about you.
  • ----- Meeting Notes (2/8/11 20:59) -----Worried about spam you don&apos;t even have yet?
  • Personal branding for executives

    1. 1. Personal Branding<br />For Executives<br />
    2. 2. Today<br />career climate<br />what is “personal” branding?<br />justifications<br />personal brand planning<br />social media execution and ROI<br />
    3. 3. Defining a need for personal branding<br />Part one<br />
    4. 4. Old directions no longer apply.<br />economy<br />company volatility<br />unemployment rate<br />market instability<br />
    5. 5. “We are the CEOs of our own companies: Me Inc.”<br />- Tom Peters, Fast Company 1997<br />
    6. 6. Predictable. Consistent.<br />(Personal Branding should not be like a Magic 8 Ball)<br />
    7. 7. Phil? Oh yeah. I can tell you all about him.<br />“Brands are built on what people are saying about you, not what you’re saying about yourself.”<br />- Guy Kawasaki<br />
    8. 8. Common objections and their justifications<br />Part two<br />
    9. 9. Personal branding:Not just for job seekers!<br />Publicity & Awareness<br />Organization’s Credibility<br />Humanizes Your Company<br />
    10. 10. Too busy?<br />If just 30 minutes a day meant a path to a better job, new business or happier employees, wouldn’t you invest the effort?<br />
    11. 11. Fine for marketing people<br />Too cheesey for me!<br />
    12. 12. Can executives be too available?<br />
    13. 13. Personal brand planning<br />Part three<br />
    14. 14. A personal branding plan<br />Assess<br />Life & Career Goals<br />Inventory of attributes, skills, experiences<br />Input from your “brain trust”<br />Plan<br />Résumé, Portfolio, Interviewing Skills, Website,<br />Social Media, Networking Plan, Appearance…<br />built on great stories!<br />Implement<br />Content planning<br />Staying current<br />Participating and Interacting<br />Maintain<br />Measurement of KPI’s<br />Regular re-assessment<br />Plan correction<br />
    15. 15. What are your building blocks?<br />Great story demonstrating affability<br />Great story demonstrating brilliance<br />Great story demonstrating confidence<br /> is for Brilliant<br />is for Confident<br />is for Affable<br />
    16. 16. Building the brand<br />What you convey face-to-face<br />Résumé, LinkedIn profile, communications<br />Your Foundational Qualities<br />
    17. 17. Practice.<br />Makes.<br />Perfect.<br />I’m affable and here’s why!<br />
    18. 18. Hair<br />Visual Identity should match brand<br />Smile<br />Accessories<br />Clothing<br />
    19. 19. Social media brand execution<br />Part four<br />
    20. 20. 4 out of 5<br />
    21. 21. 5 Critical Questions<br />Who do you want to reach?<br />What action do you want them to take?<br />What do they want?<br />How will you convince them?<br />How far are you prepared to go?<br />
    22. 22. Who do you want to reach?<br />Top influencers<br />Peers<br />Potential employers<br />Potential partners<br />Investors<br />
    23. 23. What do they want?<br />Real conversation<br />New ideas<br />Analysis<br />Humor / wit / fun<br />Attention<br />
    24. 24. What action do you want them to take?<br />Comment<br />Follow / friend / connect<br />Link / review / recommend<br />Buy<br />Hire<br />Meet<br />Partner<br />Engage!<br />
    25. 25. How will you convince them?<br />Your distinctive…<br />Skills<br />Knowledge<br />Experiences<br />
    26. 26. How far are you prepared to go?<br />Patience<br />Tenacity<br />Alertness<br />Curiosity<br />Responsiveness<br />Interestingness<br />
    27. 27. 5 Critical Questions<br />Who do you want to reach?<br />What action do you want them to take?<br />What do they want?<br />How will you convince them?<br />How far are you prepared to go?<br />
    28. 28. Balance social media with work<br />Know company policies<br />Set realistic goals<br />Start small<br />Stay manageable<br />Remember disclaimers<br />If it’s not fun, stop!<br />
    29. 29. Step by Step: Getting Started<br />What is the right channel for me?<br />Demographics<br />Writing, long or short?<br />Pictures<br />Audio<br />Video<br />One or many channels?<br />How often is normal?<br />
    30. 30. What is the right channel for me?<br />
    31. 31. Social Network Demographics<br />
    32. 32. Top global companies use many channels…<br />Source: ENGAGEMENTdb.com<br />
    33. 33. … and reap significant rewards.<br />
    34. 34. But most of them started small.Just one channel.<br />
    35. 35. How often is normal?<br />Twitter or Facebook: 30 minutes a day<br />Blogs: 1-2 updates/ week<br />Bottom line: When you feel like it!<br />
    36. 36. Measuring Your Investment<br />36<br />Unique visitors<br />Pages visited<br />Time on site<br />Bounce rate<br />Posts<br />Comments<br />Post: Comment ratio<br />Search engine ranking<br />Sentiment <br />Reviews<br />Recommendations<br />Referrals<br />Tweets<br />Retweets (RTs)<br />Mentions<br />Connections<br />Followers<br />
    37. 37. Some Free Tools<br />Google Analytics, Google Alerts<br />Klout<br />HootSuite, Tweetdeck<br />
    38. 38. Round-up and take aways<br />Part four<br />
    39. 39. Take Aways<br />For the foreseeable future, career management necessitates personal brand management<br />Social media is a visible, practical way to establish and maintain a personal brand<br />Social media personal branding only works in conjunction with your other career management efforts<br />Start with stories that define and exemplify what you stand for professionally, then build messages and choose channels for delivery<br />Measure your efforts critically and adapt<br />
    40. 40.
    41. 41. About<br />Part of SPR Companies<br />A communications consultancy<br />Strategy, governance and accountability for social media efforts<br />Performance management through planning and metrics<br />socialsyntax.net<br />

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