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7 Tips to Improve your Online Brand


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7 tips to improving and building your online brand and presence. From a June 16 New Professionals PRSA Webinar. Arik Hanson and Lauren Fernandez co-presented.

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7 Tips to Improve your Online Brand

  1. 1. 7 Ways to Improve Your Online Presence and Brand <ul><li>Lauren Fernandez, Community Manager, Radian6 </li></ul><ul><li>Arik Hanson, Principal, ACH Communications </li></ul>
  2. 2. Online Branding Basics
  3. 3. What is an online brand anyway? <ul><li>Perceptions and attitudes </li></ul><ul><li>The process whereby people and their careers are marked as brands.—Wikipedia </li></ul><ul><li>It’s all about relationships </li></ul>
  4. 4. The key ingredients of an online brand <ul><li>Google </li></ul><ul><li>Blog posts, tweets, Facebook posts, LinkedIn profiles, videos </li></ul><ul><li>“ User-generated” content </li></ul><ul><li>Create your own “niche audience” and tribe </li></ul>
  5. 5. Two personal brands built from another <ul><li>what’s your inner packer/viking? </li></ul>
  6. 6. Why does it matter? <ul><li>Whether you are a public spokesperson or not, you represent your company </li></ul><ul><li>“Company first, you second” mentality </li></ul><ul><li>Selective Transparency - if you show them enough, they won’t question </li></ul><ul><li>Google Effect </li></ul>
  7. 7. The Google Effect <ul><li>The internet has a long and accurate memory </li></ul><ul><li>Google page one: It’s all about you </li></ul><ul><li>Employers will question if there is too much or too little </li></ul><ul><li>Imperative to work for companies you believe in </li></ul><ul><li>Information from 5 years ago is more easily accessible </li></ul>
  8. 9. Tip #1: Be (selectively) transparent
  9. 10. Share Just Enough: Not Too Much <ul><li>Let your personality shine through—without sharing everything </li></ul><ul><li>Stay true to yourself (and your professional brand) by sharing certain information </li></ul><ul><li>No second guessing, if people believe they have enough information </li></ul><ul><li>Privacy settings = your friend </li></ul>
  10. 11. I REALLY LOVE CUPCAKES..... (On fb PAGE) <ul><li>But also have them with a glass of merlot (Not on FB, but no one cares) </li></ul>
  11. 12. Building Relationships <ul><li>Start relationships online—share more offline </li></ul><ul><li>Think about your future boss…10 years from now </li></ul><ul><li>You don’t need to share everything </li></ul><ul><li>Rule: Pretend everything you tweet is on a billboard - with your boss constantly driving by it. </li></ul>
  12. 13. Tip #2: Don’t forget about the back channel
  13. 14. Sharing isn’t always public <ul><li>Solidify relationships through the back channel </li></ul><ul><li>Tools of the trade: IM, direct messages, Skype, E-mail </li></ul><ul><li>Opportunity to be more personal and ask more questions </li></ul><ul><li>Just don’t wear out your welcome </li></ul>
  14. 15. Tip #3: Meet three new people each week
  15. 16. Meet 3 New People <ul><li>Make it a goal each week </li></ul><ul><ul><li>1 Person: Professional Interest </li></ul></ul><ul><ul><li>1 Person: Personal Interest </li></ul></ul><ul><ul><li>1 Person: Intriguing </li></ul></ul>
  16. 17. How to do it <ul><li>Sure, I want to meet people, but how do I do it? </li></ul><ul><ul><li>Set the stage by commenting/responding </li></ul></ul><ul><ul><li>Ask for introductions via Twitter </li></ul></ul><ul><ul><li>Ask for introductions via LinkedIn </li></ul></ul><ul><ul><li>Approach speakers/colleagues at events </li></ul></ul>
  17. 18. Why does this matter? <ul><li>Builds a brand that has many vectors--not just focused on a professional idea </li></ul><ul><li>Humanizes your brand </li></ul><ul><li>Makes you approachable with numerous groups and interests </li></ul>
  18. 19. For example… <ul><li>David Mullen plays professional matchmaker </li></ul><ul><li>Meeting local thought leaders and partners </li></ul><ul><li>Meeting online connections during business trips </li></ul>
  19. 20. Tip #4: Consisent visual brand identity
  20. 21. Branding 101 <ul><li>Consistent look and feel across platforms. </li></ul><ul><li>Same theme—different photos/visuals </li></ul><ul><ul><li>Example: Jason Falls (Social Media Explorer) </li></ul></ul><ul><ul><li>Example: David Spinks (The Spinks Blog) </li></ul></ul>
  21. 22. Tip #5: Be opinionated, not crass
  22. 23. Tone: Where is it? <ul><li>Tone: It’s what’s missing online </li></ul><ul><li>What you view as constructive others may view as an attack </li></ul><ul><li>Don’t be combative—it won’t get you anywhere </li></ul>
  23. 24. Have a take—do not suck <ul><li>Form well-reasoned opinions—and share them </li></ul><ul><li>Don’t be a wallflower—get on the dance floor! </li></ul><ul><li>Don’t be afraid to make an argument </li></ul><ul><li>Stick to your guns and stand by your opinions </li></ul>
  24. 25. Tip #6: Take the online world offline
  25. 26. Networking…in real life <ul><li>Be courageous—build relationships from the ground up </li></ul><ul><li>Those you get along with vs. name recognition </li></ul><ul><li>Start small, but build to an offline meeting </li></ul><ul><ul><li>Ask if you can reach out via e-mail once a week </li></ul></ul><ul><ul><li>Move to phone once you’re comfortable </li></ul></ul>
  26. 27. Taking it to the next level <ul><li>4 tips to taking your relationship offline: </li></ul><ul><ul><li>Do your research before the meeting </li></ul></ul><ul><ul><li>Prepare questions—just like an interview </li></ul></ul><ul><ul><li>Find one way you can help THEM! (and follow up) </li></ul></ul><ul><ul><li>Ask for 3 additional connections/people you should meet </li></ul></ul>
  27. 28. Tip #7: Build a foundation on what YOU like
  28. 29. Your very own “tribe” <ul><li>Find your own thought leaders: </li></ul><ul><ul><li>Each individual is unique with different strengths </li></ul></ul><ul><ul><li>My thought leaders are different than yours </li></ul></ul><ul><ul><li>You are only as great as your community </li></ul></ul><ul><ul><li>Your passion for one thing might not mesh - but can still build a relationship (chocolate vs. vanilla) </li></ul></ul>
  29. 30. Don’t fake it – embrace it <ul><li>Faking it won’t get you too far </li></ul><ul><li>Find people with similar interests and career goals </li></ul><ul><li>Look at mentors for the domino effect as YOUR role model </li></ul>
  30. 31. Finally… <ul><li>Ask for help—most are willing to help </li></ul><ul><li>Learn to take risks </li></ul><ul><li>Stay professional—but be yourself </li></ul>
  31. 32. Thank You! Lauren Fernandez @cubanalaf Arik Hanson @arikhanson