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How to Build a Personal Brand Online (for Executives)

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How to Build an Online Personal
Brand (for executives)
Arik C. Hanson
ACH Communications, Inc.
About Arik
Why is an
ONLINE
personal
brand
important?
• Two-thirds of consumers say their perceptions
of executives impact their perceptions of the
company
– And only 30% of Fortune 500 CEOs have an active
social media presence on at least one channel
Today’s key customer channels:
• Sales force
• Web
• Channel partners
• Call centers
• Traditional media
Customer channels five years from now:
– Sales force
–Social (256% increase)
– Web

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How to Build a Personal Brand Online (for Executives)

  • 1. How to Build an Online Personal Brand (for executives) Arik C. Hanson ACH Communications, Inc.
  • 4. • Two-thirds of consumers say their perceptions of executives impact their perceptions of the company – And only 30% of Fortune 500 CEOs have an active social media presence on at least one channel
  • 5. Today’s key customer channels: • Sales force • Web • Channel partners • Call centers • Traditional media
  • 6. Customer channels five years from now: – Sales force –Social (256% increase) – Web
  • 7. 76% of other executives think CEOs should be using social media And, more importantly…4 in 5 employees would rather work for a social CEO
  • 8. Why use social media to build your brand?
  • 9. 1 – Extend your brand—and your company’s brand 2 – Grow your network 3 – Build thought leadership 4 – Enhance your company’s customer service 5 – Own page one of your Google search 6 – Identify new customers 7 – Position yourself as innovative 8 – Build rapport with employees—and potential employees
  • 10. So, what does a personal brand look like online anyway?
  • 24. Be a human being— not a “personal brand”
  • 26. Showing up is 95% of the work
  • 30. Be a creator—not a follower
  • 36. So how do you BUILD your personal brand online?
  • 37. Research: Do your homework
  • 38. Who is your key audience? • Where do the live online? • How do they consume information online? • Who, exactly are they? • Audience profile?
  • 39. Plan: Define the personal brand you WANT Define your personal value proposition • I help people better understand online marketing. • I help people with professional development. • I help bloggers become better bloggers. • I help provide pragmatic communications solutions.
  • 40. Execute: Consistency over time pays off • You need to post/engage on Twitter more than once a month. • You need to write a blog post more than once a quarter. • Look to help one person in your LinkedIn network a week. • Most people bail quickly—stay the course.
  • 41. Measure: Monitor and adjust • Check your Google Analytics regularly (I check them 1-2 times per week) • Follower/fan counts aren’t everything—don’t get caught up in them. • Relationships > numbers.
  • 42. 6 tips to a rock-solid online personal brand
  • 43. 1 – Have an opinion…a STRONG opinion
  • 44. Benefits of having a strong opinion online (for me): • Never-dreamed-before speaking gigs: Seattle, Destin, Solo PR, BlogWorld • Instant credibility: With clients, bloggers and media • Random—but useful—opportunities: Guest posts, opportunities to connect, etc.
  • 46. • Networking cornucopia: Through guest posts, PR Rock Stars, list posts. • The opportunity to meet people’s Moms (I’m kidding…kinda) • An opportunity to showcase my skills
  • 48. • However, there is no direct tie to the bottom line (but, blogging has been a HUGE factor in my business success). • Community=power
  • 50. 2 - Build your online ‘home base’
  • 51. What’s the value of a robust LinkedIn profile? • 238 million worldwide users (84 million in U.S. alone) • 39% of members are a manager, director, owner, vice president or CEO • 50% of Fortune 100 companies hire through LinkedIn
  • 53. What should a robust executive LinkedIn profile look like?
  • 60. Make sure the basics are in place: • Short summary • Head shot (personality) • Work experience (with detail) • Honors/Awards/Education
  • 61. Then, enhance: • Blog posts • Presentations • Status updates • Recommendations
  • 62. 3 – Become a LinkedIn juggernaut – Share 1-2 relevant posts/stories each day. – Set aside 10 minutes each day to connect with 3-5 colleagues, peers or vendors. – Make an effort to HELP people in your LinkedIn network. – Use LinkedIn as a research tool to help YOU: • Identify candidates/connections • Research coffee meet-ups • Spot rising stars
  • 63. 4 – Build out (low-maintenance) spokes – Slideshare – Instagram – YouTube – Quora
  • 66. 5 – Use Twitter as the ultimate door-opener Network with like-minded people (using Twitter lists)
  • 67. Better opportunity for success (fewer people at executive level on Twitter—better chance you’ll get noticed and remembered)
  • 68. Let your personality shine through… (for me craft beer, kids, Minnesota sports, TV)
  • 69. Use hash tags, WeFollow, Twellow and Twitter Search to find the RIGHT people to follow.
  • 70. What would I share/talk about? • Personal interests • Professional articles/posts (journals, industry blogs, etc.) • Live tweet events/conferences • Share your OWN blog posts/Slideshare decks • Bottom line: You have PLENTY to say
  • 71. 6 – Master the art of “Propinquity” – Show up where your key audiences live—a lot – Foster the allusion—you can appear more busy/prolific than you really are online – Don’t take every opportunity—just the ones with big payoffs

Editor's Notes

  1. Paul Maccabee Lee Odden
  2. Paul Maccabee Lee Odden
  3. Paul Maccabee Lee Odden
  4. Paul Maccabee Lee Odden
  5. Paul Maccabee Lee Odden
  6. Paul Maccabee Lee Odden
  7. Paul Maccabee Lee Odden
  8. Scott Monty tweets—every day, publishes a weeekly journal of stories, blogs, Instagram
  9. Mark Schaefer blog—blogs almost every day. Authored books. E-books. Definitely a creator.
  10. Exercise (ask participants to pair up and write down 10 words that describe the other person); write your own word cloud, ask others what they think of you; how are you perceived now?
  11. Start a blog
  12. Start a blog
  13. Missed opportunities (story of exec involved with LI)
  14. But yet this is how many exec LinkedIn profiles look (show incomplete profiles from local execs)