Blog Yourself into Your Dream Job

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Blog Yourself into Your Dream Job
(The Internet has Democratized Fame)

PREPARED FOR The American University

February 18, 2013

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Blog Yourself into Your Dream Job

  1. 1. Proprietary and ConfidentialBlog Yourself into Your Dream Job(The Internet has Democratized Fame)PREPARED FOR The American UniversityFebruary 18, 2013 Brand + Digital
  2. 2. Proprietary and ConfidentialABOUT CHRIS(Your Lecturer for the Evening) 2 Brand + Digital
  3. 3. Proprietary and ConfidentialChris Abraham, Director, Social Media BIO Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and advisor to the industries’ leading companies. Chris is based in Washington, D.C. And while he may well be a graduate of GW, he’s completely devoted to WAMU 88.5FM and the queen of talk radio herself, Ms. Diane Rehm. 3 Brand + Digital
  4. 4. Proprietary and ConfidentialABOUT UNISON Agency Overview 4 Brand + Digital
  5. 5. Proprietary and ConfidentialOUR GOAL: BUILDING MEMORABLE EXPERIENCESBehind every great brand there is acompelling story. Unique. Inspiring.Unprecedented. Iconic. Defining.Enduring.Unison’s business is getting to the heart of humanbehavior and creating compelling stories throughuser-centered, integrated experiences. In doing so,our brands cut through the noise of our information-overloaded, 21st century lives to create recognition,stimulate action and build loyalty. 5 Brand + Digital
  6. 6. Proprietary and Confidential AGENCY SNAPSHOT2003Founded3 Offices6Industry segments11+ Languages25+Employees11Disciplines35+Countries1 Global network ALLIANCES/PARTNERS GLOBAL EXPERIENCE Unison serves clients in 35+ countries across government, not-for-profit, retail, hospitality, financial services, and energy sectors. 6 Brand + Digital
  7. 7. Proprietary and ConfidentialOUR CAPABILITIES KEY SERVICES BRAND: What we need customers to think and feel to achieve the goals of a business at every interaction (decision point) with a brand CUSTOME PRODUCT/EXPERIENCE DESIGN: How we increase value through innovation R EXPERIEN OMNI-CHANNEL EXPERIENCES: How we engage customers across all CE channels in alignment with the brand CAMPAIGNS & STRATEGIC COMMUNICATIONS: How we drive customers to take action in alignment with the business goals 7 Brand + Digital
  8. 8. Proprietary and ConfidentialBUILDING FAME How I Did It (and You Can Too) 8 Brand + Digital
  9. 9. Proprietary and ConfidentialON THE INTERNET, NOBODY KNOWS YOU’RE A DOG 9 Brand + Digital
  10. 10. Proprietary and ConfidentialON THE INTERNET, YOU’RE ONLY AS GOOD AS YOUR CONTENTWHOWho are the influencers and luminaries of your industry?(Who do you want to be, to become?)WHATWhat do these industry celebrities care about?(What do you care about? What is your passion?)WHEREWhere do they spend their time?(Where do you spend your time? Doing what?)HOWHow do you engage them meaningfully and positively?(How do they engage you back?) 10 Brand + Digital
  11. 11. Proprietary and ConfidentialSTEP 1: YOU NEED TO START A (REAL) BLOG 11 Brand + Digital
  12. 12. Proprietary and ConfidentialSTEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS 12 Brand + Digital
  13. 13. Proprietary and ConfidentialSTEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS 13 Brand + Digital
  14. 14. Proprietary and ConfidentialSTEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS 14 Brand + Digital
  15. 15. Proprietary and ConfidentialSTEP 3: ENGAGE WITH YOUR LUMINARIES WHERE THEY LIVE 15 Brand + Digital
  16. 16. Proprietary and ConfidentialSTEP 4: BLOG YOUR WAY UP IN THE WORLD 16 Brand + Digital
  17. 17. Proprietary and ConfidentialSTEP 5: NAIL THE INTERVIEW EVERY TIME YOU BLOG Brand + Digital
  18. 18. Proprietary and ConfidentialSTEP 6: MAKE SURE THEY KNOW YOU BY NAME •Become a colleague not a follower •Become a competitor and not an inferior •Become an ally and not an unknown •Become an asset and not a liability •Become a resource and not a regret •Become a friend and not an acquaintance •Ask for help as much as you offer it •Ask for favors as much as you grant them •People feel invested if they invest in you •Bloggers (and profs) don’t take commenters seriously •Bloggers debate blogger to blogger (as do profs) 18 Brand + Digital
  19. 19. Proprietary and ConfidentialTHANK YOU! ANY QUESTIONS? YES, YOU CAN START WITHME:myTWITTER: @chrisabraham unTWITTER: @UnisonAgencymyFACEBOOK: /chrisabraham unFACEBOOK: /UnisonAgencymyLINKEDIN: /in/chrisabraham unLINKEDIN: /company/unison-agencymyEMAIL: chris@unisonagency.com unEMAIL: chris@unisonagency.commyBLOG: chrisabraham.commyG+/Talk: cabraham@gmail.comWaterfront Center Tribeca Film Center West Coast Office1010 Wisconsin Avenue, NW 375 Greenwich Street 1035 South Grand AvenueSuite 405 New York, NY 10013 Los Angeles, CA 90015Washington, DC 20007 USA USAUSA 212.941.3990 213.744.7900202.337.7887 212.777.0907 213.744.7901202.466.6235 info@unisonagency.com Brand + Digital unisonagency.com

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