Personal Branding


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Personal Branding

  1. 1. Pragma Hello H llMeet Lyndi (and Quirk)
  2. 2. Branding g y yourselfonline
  3. 3. Life before Q i k Lif b f Quirk... Freelance SEO copywriter, Tutor (UCT), Masters Student.Meet Lyndi Lawson Life@Quirk Head of Education Quirk My team, the money, new business, lecturing, workshops, learning about learning, project management. Achievements GAIQ qualification Started Quirk Education Co edited and published the Quirk eMarketing textbook (2009,2010, 2011)
  4. 4. It has changed the world
  5. 5. Digital is local…Just over 6 millionSouth Africans online
  6. 6. 11 million South Africanshave had an internetexperience on a mobile phone.
  7. 7. 7 716 260 Egyptians4 016 580 South Africans 3 247 680 Nigerians 1 081 820 Kenyans
  8. 8. In 2011• 2 1 billion internet 2.1 users• 555 million websites• 294 billion emails sent every day• 5.9 billion mobile subscriptions• 2.4 billion social i l networking accounts t ki
  9. 9. It’s also EVERYWHERE else
  10. 10. For business (and people in business) the knock oneffect of this is interesting…
  11. 11. Importantly (for today s workshop) today’s
  12. 12. Users are customers and potential customers
  13. 13. IntroductionPeople search for information on businesses and the people in them
  14. 14. Companies arent faceless entities any more……people want to work with people
  15. 15. Today sToday’s workshop is onSocial Media and its application to Personal li tiBranding• A i t d ti to personal branding An introduction t lb di• An introduction to social media• Confronting the challenges of using social mediaBreak• Using social media to become a thought leader• Creating your personal brand
  16. 16. An Introduction to PersonalBranding
  17. 17. So what is it?
  18. 18. Discovering what makes you unique
  19. 19. And communicating that i ti
  20. 20. It’s highlighting your: g g gy• Skills Skill• Knowledge g• Credibility• Personality P li• Relevance e e a ce• Integrity
  21. 21. Its also creating the right i ht perception of tiyourself(in( this context, online) )
  22. 22. What a personal brand i is not . . . t
  23. 23. • Self important• Artificial
  24. 24. It is about what is relevant to youraudience.audience
  25. 25. Digital means that communicationis a t two way street
  26. 26. People want to communicate with other p people
  27. 27. And… they want to k know more about thosepeople
  28. 28. So, personal l brands b d affect companies
  29. 29. Employee engagement and personal contributions p y g g pstrengthen the brand profile.• Create first impressions• Influence perception• Relationship building• Critical for business success• Improve corporate culture
  30. 30. They can dictate whether business is won… orlost
  31. 31. Thus, it sThus it’s vital for companies to hire the right staff whowill project the right p j g p personal image for the gbrand.
  32. 32. Personal brands also affect individuals• First impressions• Perceptions• Networking• Relationship building
  33. 33. Prospective employers business partners, investors employers, partnersand contacts will check you out online.
  34. 34. • Up to 81% of employers use Google to vet candidates• 70% of employers have rejected candidates based on what th fi d on social media h t they find i l di• Some even ask for Facebook passwords! p
  35. 35. They can make or break careers
  36. 36. So, own your brand –make sure people seewhat you want them t h t t th tosee.
  37. 37. But…But
  38. 38. There is i t intense competition for attention in titithe market
  39. 39. Individuals need to learn how to get and keep thatattention by making sure they stand out i i
  40. 40. And…And
  41. 41. You need to be aware of assumptions andstereotypes (it’s human nature)
  42. 42. Who would you choose to do business with?
  43. 43. It sIt’s worth remembering that
  44. 44. First impressions count
  45. 45. And that truly strong personal brands in a businesscontext are built on
  46. 46. Thought leadership: you need todemonstrate id t t it
  47. 47. A thought leader is an innovative individual who leadsconversations in their field. They are distinct fieldpersonalities — people or brands
  48. 48. What makes you a thought leader• Expert• Insightful• Ahead of the curve• An attentive audience• Consistent• Respected
  49. 49. New thoughts and opinions : analysis NOT repetitio l i titi
  50. 50. You may not be able to control everything that is saidabout you online
  51. 51. But you can steer the conversation in the rightdirection
  52. 52. What impression do you want people leftwith?
  53. 53. An Introduction to Social MediaChannels
  54. 54. Social Media is…. is• Networking• Publishing• SharingBut not all channels and platforms werecreated equal…
  55. 55. “You wouldn’t run around a house with a screwdriverand say what can I fix with this ” this. - Nora Garmin Barnes, Researcher
  56. 56. Social Media Benefits L•Low-cost•Viral possibility p y•Creation of brand ambassadors•Direct feedback and insight Di f db k d i i h•Tools are free oo s a e ee•It’s easy to use•It’s accessible•The audience is already there The
  57. 57. There are 4 key Social Media channels
  58. 58. 1. Bookmarking and Aggregating2.2 Content Creation3. Social Networking4. Location
  59. 59. Bookmarking and Aggregating
  60. 60. Content Sharing
  61. 61. • Many platforms - most are free• YouTube: 48 hours of video uploaded every minute • 1 trillion video views in 2011• 160 million blogs
  62. 62. Excellent for:• Proving your thought leadership• Sharing expertise• Can be branded• Can be hosted on the company site
  63. 63. Social Networking
  64. 64. Facebook• Worlds biggest network• 850 million users (4.8 million in SA)Excellent for:• Personal content• Social interactions• Media linking and sharing
  65. 65. Twitter• Microblogging platform• 225 million users (1 1 million i SA) illi (1.1 illi in• Can create a branded business accounts — Eg: @PragmaSteve @P SExcellent for:• Finding news d g e s• Positioning yourself• Connecting with people you don t know don’t
  66. 66. LinkedIn• Business-centric social network• 147 million users (1 6 million i SA) illi (1.6 illi in• 11th most popular website in SAExcellent for:• Hosting your online CV• Business networking• Contacting people for work-related purposes• CConnecting with professional groups ti ith f i l
  67. 67. Location
  68. 68. Don’t worry, you don’t have to use all ofthese
  69. 69. C i Community  management Support and  Sales and lead  Sales and lead customer  t generation service Strategic  use of  use of Reputation  R t tiInsights and  research social  management media Advertising  Advertising SEO and  awareness Communication  and outreach
  70. 70. Some examples of b brands using Social dMedia channels
  71. 71. The Challenges of Social Media
  72. 72. 1. Social Media takes ti time, i investment and t t effort
  73. 73. Creating content• Who will do it?• What will we write?• How will we write it?• When will we find the time?
  74. 74. 2. Building an audience is hard work di
  75. 75. thi3. There is always something new to learn
  76. 76. 4. It’s hard to measure results
  77. 77. i t5. It’s hard to keep things private
  78. 78. 6. You expose yourself to negativity
  79. 79. Social Media to become aUsingThought Leader
  80. 80. Demonstrate content and ideas that are:• Consistently fresh• Unique• Relevant1.1 Create value for the community2. Attract a following that respects and trusts youropinion3. Consider how you brand yourself
  81. 81. Let’s look at some examples l
  82. 82. Meet David Graham - Digital Channel Executive(Delloite)
  83. 83. Personal branding examples
  84. 84. Personal branding examples
  85. 85. Personal branding examples
  86. 86. Terrence OHanlon - Publisher(
  87. 87. Personal branding examplesLinkedin
  88. 88. Personal branding examplesFB
  89. 89. Personal branding examplesconference
  90. 90. What makes these good examples?• Consistent• Professional• Relevant• Interesting• High engagement
  91. 91. Creating your personal brand
  92. 92. Your strategy:1. Positioning yourself2.2 Marketing yourself3. Monitoring and Optimising your Personal Brand
  93. 93. 5 Preliminary Questions1. Do I need a personal brand?2. What resources (time, money, attention) do I have available to devote to it?3. What do I want to achieve?4. What are my specific goals?5.5 What is my online ‘home base ? home base’?
  94. 94. 1. Positioning yourself
  95. 95. Strategy
  96. 96. A good strategy reduces d dguesswork,guesswork and makes ideasmore effective. o e e ec e
  97. 97. It’s all about the planning l i
  98. 98. Your brand is much more than justyour job title–it should evoke yourpurpose in life, what you want toaccomplish, and the iimpact you twant to have on others.
  99. 99. Step 1 Know what s 1: what’sout there
  100. 100. Your personal brand is defined by your Google CV
  101. 101. 75% of searchers dont look past the first page ofresults — so you need to control what appears here
  102. 102. How does Google Rank Content?• Relevance• Importance• Popularity• Trust• Authority
  103. 103. Your goal:Maximise the good content — minimise the bad
  104. 104. Determine your persona• Professional• Insightful• Interesting• Relevant
  105. 105. Position yourself with reference to:• The industry• Your role in the business• Your experience• Your competitors
  106. 106. How do I fit in to the Pragma business and brandimage?
  107. 107. Create a value proposition• Why are you relevant to your audience?• What value are you creating?
  108. 108. Situational analysis — where you are in your career• Your values• Your attributes• Your passions
  109. 109. Audience analysis — who should be engaging with you• Target audience demographics• Primary and secondary research• SWOT analysis
  110. 110. Competitor analysis — who else is doing somethingsimilar in your field?• Does anyone provide an identical service?• Wh makes you stand out f What k d from them? h ?• What are their successes and failures?
  111. 111. What is your unique selling point?
  112. 112. A short exercise i
  113. 113. 1. Using the pad in front of you, brainstorm and in five i fi minutes, list every personal attribute, value li l ib l and/or passion that comes to mind2.2 Sort through your values, attributes and passions values and narrow the list to the 12 characteristics3.3 Narrow the 12 concepts to five4. Narrow your list to the top three
  114. 114. Write a personal brand statement
  115. 115. “I am a highly qualified, proven, results-drivenexecutive who wants my legacy to include mentoringyoung talent.”
  116. 116. “I am a passionate, people-oriented leader with solidbusiness acumen a strong work ethic and integrity.” acumen, integrity
  117. 117. 2. Marketing yourself
  118. 118. Really, it’sReally it s about• Crafting your brand• Choosing your channels• Building an audience• Creating great content
  119. 119. Let’s talk about choosing your channels h l
  120. 120. Remember that you personal brand is made up of• Your social network profiles• Your owned media• Other peoples content about you
  121. 121. Don’t worry, you don’t have to use all ofthese
  122. 122. Consider• Audience• Time Commitment• Relevance
  123. 123. Let’s talk about building an audience di
  124. 124. Know your target audience
  125. 125. Be humble and authentic
  126. 126. Engage with influencers — respected people withlarge, influential followings
  127. 127. Start small and meaningful — the crowds will come
  128. 128. Let’s talk about creating great t content t t
  129. 129. Thought leaders need to create meaningful, original, meaningful originalrelevant content
  130. 130. Build your channels slowly and steadily.Add more channels to push negative results off thefirst page.Keep content fresh fresh.
  131. 131. Keep all messages on brand — consistent tone, style toneand content.
  132. 132. What should YOU write about?
  133. 133. • Industry news• Your opinions and insights• New developments• Breaking topics
  134. 134. Dont write about yourself or your brand! Personal brand ≠ sales
  135. 135. Make use of writing best practice• Simple and clear• Scannable (bullets and headings)• Short• Optimised• Keywords• Links
  136. 136. 3. Monitoring and Optimising your efforts g p gy
  137. 137. MonitoringM it i and managing your online ireputation
  138. 138. Drive your online brand using real l world ldrelationships
  139. 139. Get endorsements d t
  140. 140. Make sure you brand is everywhere that you are h
  141. 141. Create physical assets h i l
  142. 142. Network network network t k
  143. 143. Connect with them through the mediums• Follow on Twitter• C Connect on Li k dI LinkedIn• Comment on blog
  144. 144. Join existing communities iti
  145. 145. Building close relationships is the key — it pays off inthe long term
  146. 146. • Build up a rapport• Offer value• Interact meaningfully• Engage
  147. 147. Johannesburg Business Club — 7 000 members
  148. 148. Build associations and partnerships i ti t hi
  149. 149. Online, it’sOnline it s all aboutcommunities
  150. 150. One person alone may struggle to build a meaningfulbrand - a group can be more effective
  151. 151. • Capacity for more updates• Better ideas• Mutual benefit
  152. 152. Build internal partnerships — you are your owncommunity
  153. 153. External partnerships — find people and brands thatprovide value and support, not competitionButBuild something valuable before approaching apartner — what do you offer to the relationship?
  154. 154. Find your niche
  155. 155. Attention is the currency of the Internet
  156. 156. 1. What do I do better than anyone else?2.2 What do I know that no one else does?3. What gives me the edge to create insights?
  157. 157. We have coveredSocial Media and its application to Personal li tiBranding• An introduction t A i t d ti to personal branding lb di• An introduction to social media• Confronting the challenges of using social media• Using social media to become a thought leader g g• Creating your personal brand
  158. 158. /Fin
  159. 159. Life before Q i k Lif b f Quirk... Freelance SEO copywriter, Tutor (UCT), Masters Student.Meet Lyndi Lawson Life@Quirk Head of Education Quirk My team, the money, new business, lecturing, workshops, learning about learning, project management. Achievements GAIQ qualification Started Quirk Education Co edited and published the Quirk eMarketing textbook (2009,2010, 2011)