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Social Media Branding For Computing Professionals - BCS - 15 January 2013

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Social Media Branding For Computing Professionals - BCS - 15 January 2013

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In this era of easy online access to information about any individual or service, it is essential for those working in the computing trade to professionally present and promote themselves on the World Wide Web. Dr. Thomas Lancaster from Birmingham City University teaches his own computing students how to increase their employability prospects by building themselves into their own professional online brand. He also runs workshops on social media marketing and branding aimed at academics.

This case study led presentation is intended to demonstrate the necessity for professionals and academics within the computing field to engage with online branding. More importantly, it is designed to show people how they can make themselves both findable online and branded using their own web sites and social media properties such as Facebook and LinkedIn. The presentation will be useful both for those computing professionals looking to construct their own web presence and those wanting to build up online professional brands for co-workers and clients.

This presentation was delivered to the Cheltenham and Gloucester branch of the British Computer Society on 15 January 2013.

In this era of easy online access to information about any individual or service, it is essential for those working in the computing trade to professionally present and promote themselves on the World Wide Web. Dr. Thomas Lancaster from Birmingham City University teaches his own computing students how to increase their employability prospects by building themselves into their own professional online brand. He also runs workshops on social media marketing and branding aimed at academics.

This case study led presentation is intended to demonstrate the necessity for professionals and academics within the computing field to engage with online branding. More importantly, it is designed to show people how they can make themselves both findable online and branded using their own web sites and social media properties such as Facebook and LinkedIn. The presentation will be useful both for those computing professionals looking to construct their own web presence and those wanting to build up online professional brands for co-workers and clients.

This presentation was delivered to the Cheltenham and Gloucester branch of the British Computer Society on 15 January 2013.

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Social Media Branding For Computing Professionals - BCS - 15 January 2013

  1. 1. Social Media Branding For Computing Professionals Dr. Thomas Lancaster Birmingham City University http://thomaslancaster.co.uk
  2. 2. What Turns A Successful Academic To The Dark Side? http://www.wharfebankbrewery.co.uk/people/6/tony-jenkins/ Social Media Branding - BCS 15/01/2013
  3. 3. http://www.fleece-otley.co.uk/ Social Media Branding - BCS 15/01/2013
  4. 4. “Google It…” Social Media Branding - BCS 15/01/2013
  5. 5. These Are All Brands… (Sorry, Tony) Social Media Branding - BCS 15/01/2013
  6. 6. Actually, If You Want To Be Amused… http://www.tony-jenkins.co.uk/project-commons/participants.html Social Media Branding - BCS 15/01/2013
  7. 7. www.tony-jenkins.co.uk Social Media Branding - BCS 15/01/2013
  8. 8. People Are Brands Too… Social Media Branding - BCS 15/01/2013
  9. 9. My Brand? Social Media Branding - BCS 15/01/2013
  10. 10. My Background? Social Media Branding - BCS 15/01/2013
  11. 11. But, Branding Is Useful For… • Academics – own career management • Academics – leading by example • Academics – teaching for students • IT Professionals – own career management • Freelancers – bring customers to own business • Freelancers – build an online showcase • Marketers – provide branding services for other IT professionals Social Media Branding - BCS 15/01/2013
  12. 12. “I don't think I am an actress. I think I've created a brand and a business.” Pamela Anderson (Actress?) “A brand is what people say about you when you’re not in the room.” Jeff Bezos (CEO Of Amazon) Social Media Branding - BCS 15/01/2013
  13. 13. Protecting Your Brand… Social Media Branding - BCS 15/01/2013
  14. 14. Social Media Exists With Or Without You… The Conversation Prism (v3.0) http://www.theconversationprism.com Social Media Branding - BCS 15/01/2013
  15. 15. Social Media Branding - BCS 15/01/2013
  16. 16. Your Social Media Presence Is Part Of Your Brand… • Traditionally, employers of our students would be looking for: – Their CV and Application Form content – Their degree results – Their performance during the Job Selection process • But how do students stand out? Social Media Branding - BCS 15/01/2013
  17. 17. A Degree Is A Degree… I call this the “So What?” factor Social Media Branding - BCS 15/01/2013
  18. 18. Addressing The “So What” Factor… • Some common methods with Computing include: – Work Experience – Industrial Sandwich Year Placement – Taking Part In Student Competitions – Portfolio Of Work – Freelance Experience – Interest In Computing Outside The Classroom – Participation Towards Open Source Projects – Evidence Of Entrepreneurship – Project Tailored Towards Employment http://www.go2web20.net Social Media Branding - BCS 15/01/2013
  19. 19. But The Most Important Method… A visible online brand… http://www.cvickers.co.uk/ Social Media Branding - BCS 15/01/2013
  20. 20. Branding Gets Results… “I've been recently offered a full-time place at a startup over in San Francisco, they've recently closed a big round of funding and are looking to build a great team. They approached me and asked if I could join them, fulfilling a design role. This isn't the only startup this has happened with. I've had a total of 5 offers over the last year.” Birmingham City University BSc (Hons) Computer Science student Social Media Branding - BCS 15/01/2013
  21. 21. The End Of CVs? Social Media Branding - BCS 15/01/2013
  22. 22. Jobs Through Social Media • 1 in 6 American job seekers found their most recent job through social media – 40% attributed this to LinkedIn – 78% to Facebook – 42% to Twitter “I wasn't scouted. I involved myself in a brand's Facebook page and a company which works with that brand took an interest in me and offered me a job.” Zachary Chastain http://techcrunch.com/2011/11/16/social-recruiting Social Media Branding - BCS 15/01/2013
  23. 23. The Future Of Recruitment Is Through Social Media? http://www.rolepoint.com/ Social Media Branding - BCS 15/01/2013
  24. 24. Employers Know This… http://mashable.com/2011/10/23/how-recruiters-use- social-networks-to-screen-candidates-infographic Social Media Branding - BCS 15/01/2013
  25. 25. What Does Google Think? Social Media Branding - BCS 15/01/2013
  26. 26. Better Search Terms… • “thomas lancaster” bcu • “thomas lancaster” “birmingham city university” • “thomas lancaster” birmingham • “contract cheating” • And, direct searches on: • Facebook • YouTube • etc Social Media Branding - BCS 15/01/2013
  27. 27. They Are Not All Me… Social Media Branding - BCS 15/01/2013
  28. 28. Search Engine Control Is Vital… • What does Google say when you search for yourself? • Can you be found? • Can your Facebook profile be found? (for people “of a certain age” not having a Facebook profile is often suspect) Social Media Branding - BCS 15/01/2013
  29. 29. Taking Control… • Computing professionals need – A professional web site that they control – A professional email address – A professional social media presence – High quality content – It all comes down to personal marketing and branding Social Media Branding - BCS 15/01/2013
  30. 30. First Step – Preparation • Identify a name to go by (for branding purposes) • Prepare consistent material: – Curriculum Vitae – Profile text (aka Advert) – Photos – Portfolio content (videos, pictures, examples) Social Media Branding - BCS 15/01/2013
  31. 31. Second Step – A Domain • Ideally: • FirstnameLastname.co.uk – or • FirstnameLastname.com • Second Resort – Initials, Suffix or Prefix: • FirstInitialLastname.co.uk • FirstnameLastnameComputing.com • etc Social Media Branding - BCS 15/01/2013
  32. 32. Third Step – An Email Address • Ideally, based around the domain name: • john@jsmithcomputers.com • Failing that, a Gmail address (or similar) Social Media Branding - BCS 15/01/2013
  33. 33. Fourth Step – Defining Accounts • Google Account (Mail, YouTube, Google+) • Facebook Account (clean this up) • LinkedIn Account • Twitter Account • “Career Specific” Accounts • Github (and other “social coding” sites) • Online forums • “Internal” Accounts? Social Media Branding - BCS 15/01/2013
  34. 34. Account Notes • All accounts should have a public view with information and a photo – Facebook account should be cleaned • Account details should be filled out completely and sensibly • Accounts should have some content to position the student as interested in their preferred field • “Friends” and “Contacts” should be added • Groups and discussions should be joined • “Vanity urls” should be registered • Accounts should be linked together Social Media Branding - BCS 15/01/2013
  35. 35. Fifth Step – Professional Website • Simple website to direct employers to (include on CV) • Recommend production of this using the WordPress blogging platform • Contains: – Portfolio – CV – “Best” Content • Again, crosslink to other Social Media presences(for searchability purposes) Social Media Branding - BCS 15/01/2013
  36. 36. ThomasLancaster.co.uk Social Media Branding - BCS 15/01/2013
  37. 37. ThomasLancaster.co.uk/blog Social Media Branding - BCS 15/01/2013
  38. 38. Simple WordPress Control Panel Social Media Branding - BCS 15/01/2013
  39. 39. Social Media http://www.linkedin.com/in/thomaslancaster Social Media Branding - BCS 15/01/2013
  40. 40. Post To The Sites (Not Onerous) • Some ideas focused around students: – Short blog posts and tweets – Commentary on the technology news – Observations – Discussions – Articles – Examples of the work that they’re doing – Videos Social Media Branding - BCS 15/01/2013
  41. 41. One Post Covers Multiple Sites… • A new video = – Show it as a blog post – Tweet about it – Comment on Facebook – Comment on LinkedIn • This can all be automated Social Media Branding - BCS 15/01/2013
  42. 42. Contribute Elsewhere • Join professional forums and add to the discussions – Can syndicate to blog • Actively look for opportunities… Social Media Branding - BCS 15/01/2013
  43. 43. Guest Blog Posts… http://blogs.heacademy.ac.uk/stem/author/thomaslancaster/ Social Media Branding - BCS 15/01/2013
  44. 44. Relevant Web Sites… http://www.contractcheating.com Social Media Branding - BCS 15/01/2013
  45. 45. The Gaming Dimension @TheRyanGoodman http://www.thegamingdimension.com Social Media Branding - BCS 15/01/2013
  46. 46. Or Be More Novel? http://shouldidomywork.com/ http://www.guardian.co.uk/money/2011/nov/0 4/data-recovery-deleted-coursework Social Media Branding - BCS 15/01/2013
  47. 47. For Computing Professionals http://www.tubblog.co.uk/ Social Media Branding - BCS 15/01/2013
  48. 48. For Computing Academics http://scholar.google.com/citations?user=lViA0GAAAAAJ&hl=en Social Media Branding - BCS 15/01/2013
  49. 49. And, Even Slides Can Have Value… http://www.slideshare.net/ThomasLancaster Social Media Branding - BCS 15/01/2013
  50. 50. But Also… http://www.youtube.com/watch?v=nzneHOZTuX4 http://thomaslancaster.co.uk/blog/plagiarism-indicators-for-academics/ Social Media Branding - BCS 15/01/2013
  51. 51. Other Resources Enhancing The Employability Of Computing Students Through An Online Professional Presence Workshop http://www.bcu.ac.uk/tee/events/previous-events/employability-workshop Teaching Materials For Students http://www.bcu.ac.uk/tee/events/previous-events/employability-workshop Upcoming HEA Workshop “Professional Presences For Academics” (May 9 2013) http://www.heacademy.ac.uk/events/detail/2013/9-May-Birmingham-STEM Social Media Branding - BCS 15/01/2013
  52. 52. Any Questions? Social Media Branding - BCS 15/01/2013

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