Using WordPress to Craft Your Personal Brand


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The importance of personal branding in today's digital world and how to leverage WordPress to better tell your story. Cliff’s notes and a recording of the presentation available at:

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  • 17 Year OldNaples FloridaAmateur Golfer
  • If you Google’d my name, this is all you would see. Some punk kid from Florida.
  • Your move “Ben Balter”
  • Passionate about the power of digital communication to shape how people interactNew Media at FCC, previously political communications
  • Survey: Who has a website? Under their own name? Under their own domain? Blog? Bio? Brand?Coke, Apple, WordPress… All BrandsImportant stuff: value of Brand is actually reflected on Balance Sheet at time of sale
  • Feeling, emotions, experiences, trust…
  • Product
  • Service
  • Experience
  • Person
  • Campaign
  • Idea
  • You’ve all just been hired as the CMO of brand you
  • In the olden days, people used to be scared to put personal information onlineThey felt the need to be pseudo-anonymous through psuedonyms (think SparklePrincess87)
  • Life online was distinct from life offline
  • Case in Point
  • As more of our analog lives become digitized, need for a second identity is diminished.No longer anonymous screen names, but rather our selvesCauses: Social Networking (real name on FB, LinkedIn, Twitter), Mobile (computer comes with me into the real world), etc.Radical Transparency; lifecasting proves (4square, pictures of food)See this in QR codes
  • Clothes, hair, gym, breath, etc. translate online
  • Shift from corporate brand association (lifetime IBM employee) to Personal BrandDeclare to the world who you are / Tell your story
  • Whether you realize it or not, you already have a brandUnlike in the real world where you are the only one in control of what you say, online, content has a life of its own
  • If you don’t brand yourself, other will do it for you (mac v. PC)
  • Friends /ColleaguesContacts in your Network (Favorite Journalist/Designer/Developer/Blogger) Opens doors (Documentary -> Groupon)Employers / ClientsGoal is to create a cohesive, accurate digital representation of you (think of it as having incorrect or incomplete grades on your transcript)
  • Differentiate from the competitionIf you’re here, you are ahead of the curveShow that you’re tech savvy, creative, and self-confident
  • Wordpress is nothing without content
  • Vanity Domain -> SEO++Your name, not your pseudonym (if you have a cooking blog, great, that doesn’t count)Literally, your own address on the InternetBonus Points: E-mail (GAFYD)
  • Keep SEO in MindCraft a personal narrative; tell your story to the world-> Deliverable
  • “Mullet” BioBusiness up front, all play in the backShow, don’t tell (I am a talented web developer vs. I love making websites that make customers say “wow”)Show personality, this isn’t a cover letter or chance to paraphrase your resumeShort up front, long in the backTwitter, Blog Bio, About me Page
  • Out of the box, WP gives you nine chances to brand before you user’s even clicked or scrolled
  • Keywords -> SEO++Create original contentGive people a reason to come backRSS Reader -> IdeasSet a schedule/Goal
  • Reverse pyramid, active voice, linking to relevant sources, etc.Tags -> Feedback
  • GA -> What works, what doesn’t
  • Resume has been viewed by 3,500 unique visitors since I put it online in September.Most people’s resume’s aren’t viewed by 3,500 people in their life.
  • This room provides a perfect opportunity for synergy.Journos know how to craft a personal narrative, geeks know how to broadcast it to the worldIf you’ve showed in the past week, find someone who hasn’t and exchange info
  • Attention as currency
  • Using WordPress to Craft Your Personal Brand

    1. 1. Using WordPress to Craft Your Personal Brand<br />Benjamin J. Balter<br /><br /><br />twitter @BenBalter<br />
    2. 2. “ Ben Balter ”<br />
    3. 3.
    4. 4.
    5. 5.
    6. 6. Benjamin J. Balter<br />J.D./M.B.A.<br />New Media Fanatic<br />First WP login: 2005<br />
    7. 7. Why Brand?<br />
    8. 8. A Brand is<br />Not a Logo<br />
    9. 9. A Brand is a<br />Metaphor for Perception<br />
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20. You’re Hired!<br />
    21. 21. Search result management<br />Networking<br />Personal<br />Professional<br />Potential Clients / Employers<br />You have something to say<br />Why Brand?<br />
    22. 22. Old and Busted<br />
    23. 23. zOMG56k!<br />
    24. 24. Analog vs. Digital Brand<br />vs.<br />WordPressGuy123<br />Andrew Nacin<br />
    25. 25.
    26. 26. There is noSuch Thingas Online.<br />
    27. 27. New Hotness<br />People as a product (PaaP)<br />Plant a flag on your corner of the Internet<br />Take control of your online identity<br />
    28. 28. For the Developers, that’s:<br />//establish brand elements<br />$brand = array(<br /> ‘name’ => ’Benjamin J. Balter’,<br /> ‘photo’ => ’<br /> 2010/09/suit.jpg’,<br /> ‘bio’ => ‘J.D./M.B.A. Candidate, New Media Fanatic, <br /> Documentary Junkie’,<br /> );<br />//loop and add user meta<br />foreach( $brandas $key => value )<br />add_user_meta( $id, $key, $value, true );<br />
    29. 29. What’s Your Brand?<br />
    30. 30.
    31. 31.
    32. 32. Who Sees Your Brand?<br />
    33. 33. Who’s Looking at Your Brand?<br />
    34. 34. WordPress Makes itDumb Simpleto Tell Your Storyto the World.<br />
    35. 35. How To <br />Grab your Domain<br />Describe Yourself<br />Start a Blog<br />Be Social<br />Give Your Resume an Upgrade<br />
    36. 36. Grab Your Domain<br />The .Org Route<br />Grab some shared hosting space<br />DownloadWordPress from WordPress.org2<br />Install and Configure<br />Cost: ~$75 / year<br />The .Com Route<br />Register for and create a site1<br />In your Dashboard, navigate to Upgrades -> Domains<br />Register your Domain<br />Cost: $17 / year<br />Free as in beer.<br />Free as in speech.<br />
    37. 37. Describe Yourself<br />What makes you different?<br />Find the big things that define you<br />Mind map<br />Word cloud<br />Work backwards<br />Ask your friends<br />Just sit down and write<br />
    38. 38.
    39. 39. Social Networks<br />Site Tagline<br />
    40. 40. Author Bio<br />
    41. 41. Bio Page<br />
    42. 42. Examples<br />Journalist<br />Geek<br />Human<br />
    43. 43. Examples<br />
    44. 44. Examples<br />
    45. 45.
    46. 46.
    47. 47. Add an About Me Widget<br />
    48. 48. Customize Your Menu<br />
    49. 49. Give Your Visitors Background<br />
    50. 50. Give Your Site a VisualIdentity<br />
    51. 51. Start a Blog<br />Express yourself<br />Add value to the blogosphere<br />Find topics you are passionate about<br />Have a strong opinion<br />Engage others in your network<br />Share your work<br />
    52. 52. Blogging Basics<br />Pretty Permalinks!<br />Prune your slugs<br />Tag, Tag, Tag (and categories)<br />Hand craft excerpts <br />
    53. 53. The Nuts and Bolts<br />All in one SEO Pack (Torbert)<br />Google XML Sitemaps (Brachhold)<br />Google Analytics for WordPress (Joost)<br />Simple Facebook Connect (Otto)<br />Simple Twitter Connect (Otto)<br />Subscribe to Comments (Jaquith)<br />For Geeks: Syntax Highlighter<br />For Journos: Emphasis<br />
    54. 54.
    55. 55. Be Social<br />Be consistent<br />Be on message<br />Be tactful in your self-promotion<br />Be linking to your fancy new site<br />Be contactable<br />
    56. 56. Upgrade Your Resume<br />Grab a plugin or throw it into a page<br />Link to relevant content<br />Same rules apply to resumes online<br />Concise, easily skimable<br />Situation, action, result<br />Use the keywords employers will be looking for<br />Make sure your site is featured prominently on your resume<br />
    57. 57. Next Steps<br />Calling cards with QR code<br />Networking (online and off)<br />Digitize your portfolio<br />Evaluate and refine<br />Site’s Look and Feel<br />Advertise<br />Vanity URL Shortener<br />Establish a Board of Directors<br />
    58. 58. Advanced Branding<br />Crafting Your Personal Marketing Plan<br />
    59. 59. The Four P’s<br />ProductYou, your ideas, your unique skillset<br />PlaceYour site, your social networks<br />Price What is the cost of following you?<br />PromotionHow do you promote yourself?<br />
    60. 60. SWOT Analysis<br />Strength DC’s best WordPress coder<br />Weakness DC’s worst graphic designer<br />Opportunity Going to SXSW next week<br />Threat Drupal.<br />
    61. 61. Other Considerations<br />Targeting Who visits?<br />Brand Loyalty Do they care?<br />Brand Extensions Do I have Partners?<br />Promotion Stickiness Am I Catchy?<br />
    62. 62. Additional Resources<br />The Brand Called You, Tom Peters, Fast Company, Aug. 31, 1997<br />The Brand You 50, Tom Peters<br />Never Eat Alone, Keith Ferrazzi<br />The WordPressCodex<br />The Internet<br />
    63. 63. Photo Credits<br />Product logos courtesy captcreate<br />WordPressGuy123 courtesy d_vdm<br />Generic coffee courtesy libraryman<br />Starbucks cup courtesy patrick_q<br />Tap water courtesy joeshlabotnik<br />Bottled water courtesy sskenne<br />Coca-Cola can courtesy s0mpho<br />All photos used under a Creative Commons License<br />
    64. 64. Photo Credits<br />Geek Squad courtesy leonarchien<br />Disneyworld courtesy expressmonorail<br />Biebercortesydanagonazles<br />Obama poster courtesy anthonybaker<br />Modem courtesy markusram<br />Anonymous user courtesy stianeikeland<br />Mullet courtesy kennyferguson<br />All photos used under a Creative Commons License<br />
    65. 65. Benjamin J. Balter<br /><br /><br />twitter @BenBalter<br />