3 Brand Words: How to achieve success through self-packaging

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In this new world where people are generating exponential amounts of content, how do you stand out from the herd? By defining your online persona using 3 Brand Words, you can "own a niche" in a way that can achieve great success.

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  • I'm going to start with a few statements and I want to see with a show of hands who agrees with them.
  • Ok, great, just so I can get a temperature in the room, now show of hands who is currently in the process of getting a new job or looking for a new job?
  • WRONG! Guess what? You are all in the process. In fact you are in the process every day you are online whether you want to believe it or not. Today I'm going to talk to you about how to communicate a focused persona online so what you do now can help get you the job not prevent you from getting the job you want in the future.
  • I want you to take out a piece of paper and write down 3 words or phrases that you want to be known for online.Some rules:• Each cannot exceed 3 words• It can't be more or less than 3. It must only be 3 exactly.• It can be a brand name (like your company name) but you may only use a proper name for 1 of your words
  • Why did I have you go through this exercise? It's because without thinking about what you want to be known for you can't possibly focus your efforts toward that goal
  • I can't tell you how many people I meet that are just "a developer" or a "designer" or a "social Media guru". I can't possibly remember their name or the url or their twitter handle after the conversation.
  • The goal is to identify those 3 words or phrase and set out to achieve this level:And people know exactly who you are talking about.[Use example from audience] If someone were to say "who is that woman from Raleigh that _______ and ________? If your are branded correctly they will list you in that response. If not, then you have some work to do.
  • Your 3 can evolve too. For example mine have shifted with the retooling of my show and the launch of my blog. My new 3 are these:
  • Set specific goals around your 3 words
  • Rule #1 Use your picture
  • I want you to take out a piece of paper and write down 3 words or phrases that you want to be known for online.Some rules:• Each cannot exceed 3 words• It can't be more or less than 3. It must only be 3 exactly.• It can be a brand name (like your company name) but you may only use a proper name for 1 of your words
  • When you type your name in Google and click I’m feeling lucky” does it come up with you?
  • Out of all the networks out there, and even though it has it’s problems, you must get on LinkedIn
  • Out of all the networks out there, and even though it has it’s problems, you must get on LinkedIn
  • Who has social icons on their business card? @lgplathe14
  • Today I am not going to talk to you about basic personal branding tips like set up a twitter account. The reason is being on twitter or not being on twitter doesn't determine how good your online personal brand is. It's what you do with it. I'm going to talk to you today about how your actions (or inactions) affect your personal brand. And how your online presence helps or hurts it. Who has there twitter account on their business card?
  • Today I am not going to talk to you about basic personal branding tips like set up a twitter account. The reason is being on twitter or not being on twitter doesn't determine how good your online personal brand is. It's what you do with it. I'm going to talk to you today about how your actions (or inactions) affect your personal brand. And how your online presence helps or hurts it. Who has there twitter account on their business card?
  • The point is when it comes to channels don’t do it half-assed
  • The reason I asked you to write down only 3 is because having too many terms means you aren't focused enough. You are a mile wide and an inch deep and all things to all people. The problem with that is while you may know a little about a lot of things, you are not the "Go to" person for anything.
  • Having less than 3 means you are a 1-trick pony and that is also a problem. It can be a problem for the longevity of your business 
  • The point is when it comes to channels don’t do it half-assed
  • Why did I have you go through this exercise? It's because without thinking about what you want to be known for you can't possibly focus your efforts toward that goal
  • We realized that 10 out of 10 had special effects. Nine out of 10 had special effects with creatures. Eight out of 10 had special effects with creatures and a love story."
  • The goal is to identify those 3 words or phrase and set out to achieve this level:And people know exactly who you are talking about.[Use example from audience] If someone were to say "who is that woman from Raleigh that _______ and ________? If your are branded correctly they will list you in that response. If not, then you have some work to do.
  • Why did I have you go through this exercise? It's because without thinking about what you want to be known for you can't possibly focus your efforts toward that goal
  • Every Friday for the last 8 months
  • Every Friday for the last 8 months
  • I want you to take out a piece of paper and write down 3 words or phrases that you want to be known for online.Some rules:• Each cannot exceed 3 words• It can't be more or less than 3. It must only be 3 exactly.• It can be a brand name (like your company name) but you may only use a proper name for 1 of your words
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • Rule #1 Use your picture
  • I have 53 invitations that I have not accepted yet because I have no idea who these people are.
  • Rule #1 Use your picture
  • http://www.tweetstats.com
  • The goal is to identify those 3 words or phrase and set out to achieve this level:And people know exactly who you are talking about.[Use example from audience] If someone were to say "who is that woman from Raleigh that _______ and ________? If your are branded correctly they will list you in that response. If not, then you have some work to do.
  • 3 Brand Words: How to achieve success through self-packaging

    1. 1. BRAND WORDS How to achieve success through self-packaging @GregoryNg | #TIMA | #3BrandWords
    2. 2. What I post online can be seen by people many years later. @GregoryNg | #TIMA | #3BrandWords
    3. 3. What I post online influences what people think about me. @GregoryNg | #TIMA | #3BrandWords
    4. 4. @GregoryNg | #TIMA | #3BrandWords
    5. 5. @GregoryNg | #TIMA | #3BrandWords
    6. 6. 3 BRAND WORDS @GregoryNg | #TIMA | #3BrandWords
    7. 7. What are your 3 brand words? @GregoryNg | #TIMA | #3BrandWords
    8. 8. Thinking about what you want to be known for allows you to focus. @GregoryNg | #TIMA | #3BrandWords
    9. 9. @GregoryNg | #TIMA | #3BrandWords
    10. 10. + = @GregoryNg | #TIMA | #3BrandWords
    11. 11. Strategic Marketing Web Video Fighting Hunger @GregoryNg | #TIMA | #3BrandWords
    12. 12. Nike+ Designer Boss Online Video Volunteer Waffle maker Poker Player Soccer Coach Reality TV Patriots Printmaker Fantasy Football Husband Movies Strategic Marketing Lego Food Creating Content Dad Reviewer Red Sox Fighting Hunger Runner Speaker Husband 4 Hour Body Puma 80’s Pop Culture @GregoryNg | #TIMA | #3BrandWords
    13. 13. Strategic Marketing - 5 speaking engagements in 2013 - Write 12 industry blog posts in 2013 Creating Content - Produce 100 videos in 2013 - Write 52 blog posts in 2013 Fighting Hunger - Volunteer 12 times this year - Complete Food Bank Telethon in 2013 @GregoryNg | #TIMA | #3BrandWords
    14. 14. Channels, Content, and Profiles @GregoryNg | #TIMA | #3BrandWords
    15. 15. CHANNELS @GregoryNg | #TIMA | #3BrandWords
    16. 16. @GregoryNg | #TIMA | #3BrandWords
    17. 17. Gregory Ng is my sworn enemy. @GregoryNg | #TIMA | #3BrandWords
    18. 18. Get on LinkedIn. Complete your profile. @GregoryNg | #TIMA | #3BrandWords
    19. 19. Get on Google+ Complete your profile. @GregoryNg | #TIMA | #3BrandWords
    20. 20. @GregoryNg | #TIMA | #3BrandWords
    21. 21. If you haven’t tweeted in the last 7 days, you aren’t on twitter. @GregoryNg | #TIMA | #3BrandWords
    22. 22. If you haven’t blogged in the last 30 days, you don’t have a blog. @GregoryNg | #TIMA | #3BrandWords
    23. 23. @GregoryNg | #TIMA | #3BrandWords
    24. 24. CONTENT @GregoryNg | #TIMA | #3BrandWords
    25. 25. @GregoryNg | #TIMA | #3BrandWords
    26. 26. @GregoryNg | #TIMA | #3BrandWords
    27. 27. “Experts speak and experts write.” David Baker, ReCourses @GregoryNg | #TIMA | #3BrandWords
    28. 28. “we have one movie star right now and only one: Will Smith” @GregoryNg | #TIMA | #3BrandWords
    29. 29. "We looked at (the Top 10 HighestGrossing Movies list) and said, O.K., what are the patterns?” - Time Magazine 2007 10/10 @GregoryNg | #TIMA | #3BrandWords 9/10 8/10
    30. 30. + =$ @GregoryNg | #TIMA | #3BrandWords
    31. 31. $816M $589M $250M $222M $441M $347M $585M $620M $624M $273M @GregoryNg | #TIMA | #3BrandWords
    32. 32. If you don’t speak or write: Share…the right Skittles @GregoryNg | #TIMA | #3BrandWords
    33. 33. Curate using these 2 rules: Scarcity and Consistency @GregoryNg | #TIMA | #3BrandWords
    34. 34. Participate in communities @GregoryNg | #TIMA | #3BrandWords
    35. 35. PROFILES @GregoryNg | #TIMA | #3BrandWords
    36. 36. RULE #1: USE YOUR PICTURE Accomplished PHP Developer Top 100 CMO on Twitter Convicted Murderer Who would you hire? @GregoryNg | #TIMA | #3BrandWords
    37. 37. RULE #2: USE THE SAME PICTURE One avatar to rule them all. @GregoryNg | #TIMA | #3BrandWords
    38. 38. RULE #2: USE THE SAME PICTURE One avatar to rule them all. @GregoryNg | #TIMA | #3BrandWords
    39. 39. RULE #3: PACK YOUR PROFILE WITH YOUR 3 WORDS @GregoryNg | #TIMA | #3BrandWords
    40. 40. RULE #4: BE SMART WITH YOUR USERNAMES @GregoryNg | #TIMA | #3BrandWords
    41. 41. RULE #4: BE SMART WITH YOUR USERNAMES Mike Schneider @GregoryNg | #TIMA | #3BrandWords
    42. 42. RULE #4: BE SMART WITH YOUR USERNAMES SchneiderMike 1-32 Google Listing 45 out of the top 50 @GregoryNg | #TIMA | #3BrandWords
    43. 43. RULE #5: REGISTER YOUR NAME AS A DOMAIN NAME Both Named Evelyn Ng @GregoryNg | #TIMA | #3BrandWords
    44. 44. RULE #5: REGISTER YOUR NAME AS A DOMAIN NAME Both Named Evelyn Ng EvelynNg.com EvyBabee.com @GregoryNg | #TIMA | #3BrandWords
    45. 45. RULE #6: BE SMART ABOUT YOUR PROFILE LOCATION “Justin Bieber’s Heart” “Wherever yo mama at” “ÜT: 49.234866,-123.194659“ @GregoryNg | #TIMA | #3BrandWords
    46. 46. RULE #6: BE SMART ABOUT YOUR PROFILE LOCATION List the nearest city that has an international airport @GregoryNg | #TIMA | #3BrandWords
    47. 47. ONE EXCEPTION @GregoryNg | #TIMA | #3BrandWords
    48. 48. RULE #7: DON’T GET CUTE @GregoryNg | #TIMA | #3BrandWords
    49. 49. RULE #8: DON’T GET LAZY I know you I remember you I think I know you I want to know you @GregoryNg | #TIMA | #3BrandWords I don’t know you
    50. 50. RULE #9: BE GENUINE….BUT NOT FULLY TRANSPARENT @GregoryNg | #TIMA | #3BrandWords
    51. 51. RULE #10: FORGET NUMBERS, FOCUS ON ENGAGEMENT +40% January 2013 Stats from Tweetstats.com @GregoryNg | #TIMA | #3BrandWords
    52. 52. FOCUS = SUCCESS @GregoryNg | #TIMA | #3BrandWords
    53. 53. THANKS. GREGORY NG Chief Strategy Officer/CMO at Brooks Bell, Content Creator, Hunger Advocate @GregoryNg www.followgreg.com

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