Managing Your Digital Brand


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This is the teaching handout for a course we taught for Southern Methodist University's Cox School of Business MBA Business Leadership Center from 2011-2012. Covers the basics on how to protect your online reputation as an executive and how to leverage social media to grow your business. Includes examples of several measurement tools and thought leadership resources.

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Managing Your Digital Brand

  1. 1. How Digital Data ImpactsYour Brand1
  2. 2. Agenda2Strategic OverviewAuditResearchInfluenceAcceptQ & A
  3. 3. Strategic OverviewWhile this process is presented sequentially, it is a never-ending circular changein your online behavior.The key premise is simple: there is no such thing as private online content.3
  4. 4. ARIA4• AUDIT: understand your current digital footprint• RESEARCH: know where your expertise can grow• INFLUENCE: find those discussions and engage• ACCEPT: embrace your following
  5. 5. AUDIT5
  6. 6. We no longer live in a worldwhere our personal brandand our professional brandare two separate entities.For better or for worse, ourdigital footprints lingerbehind us even if our strideshave changed.6you = brand
  7. 7. 7WHO ARE YOU?Now is the time to audityour onlinepresence andunderstand how todefine yourBRAND.
  8. 8. In general, you should control what appears on the first page of Google for your name.•If you are positioning yourself as a digital expert, you need to be in position 1.•If you have a title of Director or above, you should dominate the first page.•Make sure to check “images,” “news,” and “YouTube.”8Google results
  9. 9. 9Google, continued
  10. 10. 10LinkedIn:•Include photo for SEO.•Use keywords and phrases to bemore relevant for offers you want tobe considered for.•Also, put details of your successes foreach job description as opposed todaily responsibilities.•Participate, participate, participate.
  11. 11. Unless you use Facebook in a purely professionalcapacity, I recommend you block all of yourvisible content.11
  12. 12. Facebook Privacy12Changes over time
  13. 13. Twitter13It’s not enough to have a Twitter account; you should also be tweeting
  14. 14. it is actuallyWORSEfor your brandto have aDORMANTsocial presence……than none at all.14
  15. 15. know where and how people are talking about you15
  16. 16. 16Google FacebookLinkedIn …everywhere else
  17. 17. audit checklist 17• Get out there and own the first page of Google• Blog. Tag. Participate.• Block, block, block your personal Facebook page from public eyes.• Settings. Restraint. Common Sense.• LinkedIn is the first place people go to vet you.• Use the fields. Join groups.• Start monitoring your mentions across social networks.• Filter.
  18. 18. RESEARCH18
  19. 19. Google Alerts19You should have at LEAST 3 Google Alerts set up to deliverdaily feeds to you:– “your name”– “your company’s name”– “your field of interest” OR “your target employer”Examples:– “april wilson”– “digital analytics 101”– “social media measurement”
  20. 20. eMarketer Blog20
  21. 21. Smartbrief21
  22. 22. PR Daily22
  23. 23. Copyblogger23
  24. 24. Site Trail provides free, detailedcompetitive analysis on anywebsite or public domain.Make sure to refresh the data(using the link at the bottom) if itlooks stale.24
  25. 25. research checklist• Create a special email designed to funnel “intel” to you.• Subscribe to at least 2-3 alerts and 2-3 industry newsletters.• Set a rules engine to flag them separately from other emails to understandeffectiveness of that intel.• Keep a Google doc open to jot down any topics that interest you or you maywant to expound upon.• Know your competition.• What are they doing?• How can YOU do it better?25
  26. 26. INFLUENCE26
  27. 27. BufferApp 27
  28. 28. 28Sprout Social
  29. 29. …and don’t ignore the power ofpersonal attention29Remember to send personal messages from time to time to people in yournetwork who:•Share your passions•Share your content•Inspire you•Remind you of yourself
  30. 30. The key to success with influencing is:RESPOND-Comment on articles and posts-Share content you like-Mention people who influence you30
  31. 31. ACCEPT31
  32. 32. You may get followers or fansyou don’t expect.People who follow you who aredifferent from your own brandimage is okay.Accept everyone; engage themost valuable to your brand.32
  33. 33. QUESTIONS?33