Cassandra Olivos manages social media for a digital marketing agency and teaches as an adjunct professor. She discusses how her company helps businesses build their brand through various digital marketing services, including search engine optimization, website development, and social media campaigns. Olivos then emphasizes that individuals also have a personal brand that should be carefully managed online, providing tips such as regularly checking Google search results, cleaning up social media accounts, crafting a unique bio, and remaining engaged in one's industry.

1. Social Media
Cassandra Olivos
& Your Personal Brand

2. Hello and thank you for having me today! My name is Cassandra
Olivos, a Social Media Department Manager by day and an Adjunct
Professor here at Hofstra University by night.
During my day job, I run the social media department for a Digital
Marketing Agency - Driven Local.
At Driven Local we work with companies (small-medium sized
businesses) that are trying to attract new customers and drive more
sales. On a basic level you can break this down into the individual
services we provide: Search Engine Marketing (SEM/Google
AdWords/PPC), Search Engine Optimization, Responsive Website
Building, Social Media Campaigns - but on a higher level what we are
really doing is helping that business build their brand.

3. ❏ Search Engine
Marketing (SEM)
or Google AdWords/PPC
❏ Search Engine
Optimization (SEO)

4. ❏ Responsive Web Design ❏ Social Media Campaigns

5. Whether we're shopping for clothes, concert tickets or a vacation to Paris, the Internet has changed how we
decide what to buy. And that’s where the Zero Moment of Truth comes into play.

6. Marketers that reach consumers here - at the Zero Moment of Truth - will gain a true competitive advantage.

10. All these social media activities
directly influence an audience’s
thoughts..

11. That same principle exists for each one of us -
OUR “PERSONAL BRAND”

12. CARLY MCKINNEY
PERSONAL BRAND FAILS
❏ 23 year old (ex) High School math teacher
❏ Twitter Alias: CarlyCrunkBear
❏ Frequently posted near nude photos and
images of her smoking weed

13. JUSTINE SACCO
PERSONAL BRAND FAILS
❏ Senior Director of Corporate
Communications for IAC at the time*
❏ Previously posted odd tweets including:
❏ “I can’t be fired for things I say while
intoxicated right?”
❏ “I had a sex dream about an autistic
kid last night. #fml”
❏ None of which attracted widespread notice
until this racially loaded message joking
about AIDS in Africa
*New York-based IAC — led by chairman Barry Diller — owns more than 150 Internet brands, including Ask.
com, About.com, CollegeHumor Media, Electus, The Daily Beast, Match.com, HomeAdvisor and Vimeo.

14. TALIA JANE
PERSONAL BRAND FAILS
❏ 25 year old (ex) Yelp employee
❏ Penned an “open letter” to her CEO on
Medium during work hours
❏ Was fired, told she “violated Yelp’s code of
conduct”

15. TALIA JANE
PERSONAL BRAND FAILS
❏ 25 year old (ex) Yelp employee
❏ Penned an “open letter” to her CEO on
Medium during work hours
❏ Was fired, told she “violated Yelp’s code of
conduct”

16. TALIA JANE
PERSONAL BRAND FAILS
❏ 25 year old (ex) Yelp employee
❏ Penned an “open letter” to her CEO on
Medium during work hours
❏ Was fired, told she “violated Yelp’s code of
conduct”

17. TALIA JANE
PERSONAL BRAND FAILS
❏ 25 year old (ex) Yelp employee
❏ Penned an “open letter” to her CEO on
Medium during work hours
❏ Was fired, told she “violated Yelp’s code of
conduct”

18. TALIA JANE
PERSONAL BRAND FAILS
❏ 25 year old (ex) Yelp employee
❏ Penned an “open letter” to her CEO on
Medium during work hours
❏ Was fired, told she “violated Yelp’s code of
conduct”

19. PERSONAL BRANDING TIPS
1. Conduct a Google Search

21. PERSONAL BRANDING TIPS
1. Conduct a Google Search
2. Clean Up Your Social Media Presence

22. Option 1: Request your Twitter Archive

23. Option 1: Request your Twitter Archive

24. Option 1: Request your Twitter Archive

25. Option 1: Request your Twitter Archive

26. Option 1: Request your Twitter Archive

27. Option 2: Used Advanced Search

28. Option 2: Used Advanced Search

29. Option 3: Mass Delete

30. Option 3: Mass Delete

31. Option 3: Mass Delete

32. PERSONAL BRANDING TIPS
1. Conduct a Google Search
2. Clean Up Your Social Media Presence
3. Reflect on What You Have to Offer

38. PERSONAL BRANDING TIPS
1. Conduct a Google Search
2. Clean Up Your Social Media Presence
3. Reflect on What You Have to Offer
4. Dedicate Time to LinkedIn

39. Accurate Information
Published Posts - Showing
my interests/expertise
Summary & Specialties

40. Thorough, Keyword Rich
Titles & Descriptions

41. Education - Portfolio Pieces
Organizations related to field

42. PERSONAL BRANDING TIPS
1. Conduct a Google Search
2. Clean Up Your Social Media Presence
3. Reflect on What You Have to Offer
4. Dedicate Time to LinkedIn
5. Create a Unique Bio

43. ❏ Keyword Headline:
❏ Innovative CMO, Extensive retail experience from startups to
major global brands. Fluent English, French, Mandarin
❏ Power Statement Headline:
❏ Helping Companies Find Breakout Ideas and Transforming
Them Into Global Technology Brands
This is a headline on an ad for “Brand You” -

44. 1. It’s accurate. One professional
description.
2. It’s exciting. One word that is not
boring.
3. It’s targeted. One niche descriptor.
4. It’s flattering. One accomplishment.
5. It’s humanizing. One hobby.
6. It’s intriguing. One interesting fact or
feature about yourself.
7. It’s connected. Your company or
another social profile.
Buffer’s Checklist for Creating a
Compelling Twitter Bio:

45. PERSONAL BRANDING TIPS
1. Conduct a Google Search
2. Clean Up Your Social Media Presence
3. Reflect on What You Have to Offer
4. Dedicate Time to LinkedIn
5. Create a Unique Bio
6. Join Professional Groups & Chats

46. PERSONAL BRANDING TIPS
1. Conduct a Google Search
2. Clean Up Your Social Media Presence
3. Reflect on What You Have to Offer
4. Dedicate Time to LinkedIn
5. Create a Unique Bio
6. Join Professional Groups & Chats
7. Remain a Student of Your Industry

47. Don’t set it and forget it.
Personal branding doesn’t end once you get hired.
You are constantly building your brand - especially as
a student or young professional. By remaining aware
of your changing skill sets, interests, experiences, and
goals - you can adapt your brand to your new image.

48. THANK YOU
@CassieCutess
in/colivos
@DrivenLocal
@DrivenLocal