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Personal Branding Using Social Media


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Know about 'Personal Branding Using Social Media'. Gain insights from the webinar led by Karthik Srinivasan,
National Lead, Social, Ogilvy & Mather.

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Personal Branding Using Social Media

  1. 1. Personal branding using social media By Karthik Srinivasan @beastoftraal on Twitter
  2. 2. OnthatTwitter handle. ▪ Did you notice my Twitter handle in the first slide? ▪ It is ‘Beast of Traal’, something most people do not understand (its context) but still remember at some level because it sounds so unusual. ▪ I chose it intentionally as against my name or variants of my name (there are numerous Karthiks on Twitter btw!). ▪ If you Google it, you’d get a sample of my interest in 2 topics that are close to me… 2 topics that I want to define me – science fiction and sense of humor.
  3. 3. HowImetmy newphone ▪ I recently retired my 2-year-old Nexus 6P and bought a OnePlus 5T. ▪ Before I could decide on the OnePlus 5T, I went through a process any other person does. ▪ Looked at all the smartphone models available in the premium category. ▪ Read reviews, watched reviews. Saw the product pages. Spoke to people.The usual. ▪ Then, I decided that I wanted the OnePlus 5T with 8GB RAM and 128GB storage space. ▪ (It's awesome, by the way)
  4. 4. ThemandUs ▪ Now, just consider the sources of information I utilized to arrive at my decision. ▪ I looked at what others were saying about the product. ▪ And what the brand itself had to say about its own product.
  5. 5. Who areyou? ▪ Imagine - if you are a brand (while being a person, that is). ▪ What are people saying about you, online? ▪ What are you saying about yourself, online?
  6. 6. Aretheseyou? ▪ For the former, you'd quickly think - LinkedIn Recommendations! ▪ For the latter, you'd quickly think - LinkedIn profile + Twitter + Facebook + Instagram. ▪ You are not wrong.
  7. 7. Yoursummary? ▪ But, have you ever considered what 'your' takeaway would be if someone were to search 'you' online?
  8. 8. You…the product! ▪ We are all products, whether we like it or not. ▪ Before you meet somebody for the first time, you search them online. (besides asking others) ▪ From their social media footprint, you arrive at some conclusion. ▪ But that's based on what you read from their last 10 odd tweets, their LinkedIn profile, last 2-3 posts on Facebook if they have posted public updates.
  9. 9. Staticandlive. ▪ Usually, it's a combination of static things (LinkedIn profile, rarely updated) and live updates (tweets, LinkedIn posts, Facebook posts), Instagram pics. ▪ These end up as your life book's back cover.
  10. 10. Abook’sbac cover.A movie’s trailer. ▪ Imagine how you pick up a book, to read. Or, how you decide on a film. ▪ If you are at the bookstore, or on Amazon (browsing), you look at the summary/notes about the book - what is usually published in the book's back cover. ▪ For a film, you see the trailer.
  11. 11. Yourlifebook’s backcover… trailer. ▪ Now imagine if your life's back cover or trailer having a live update option that can change every day, many times a day. ▪ That's literally what social media offers you. ▪ But most of us do not think of it that way.
  12. 12. Backcoverand trailersare plannedwell. ▪ That book back cover is carefully planned to ensure it attracts the right kind of people to buy it. ▪ The trailer is edited in a way it attracts the target audiences.
  13. 13. Startplanning! ▪ So, have you considered planning your social footprint to help you with an objective? ▪ You can. ▪ You should. ▪ How do you go about that?
  14. 14. Start here! Work backwards.
  15. 15. Personand profession. ▪ Start with the objective. ▪ What do you want people to think about you? ▪ If you said, 'smart, intelligent, handsome/pretty, successful etc.', let's get a bit more specific, shall we? ▪ Take a blank page (online/offline) and draw a line in the middle. ▪ The top is you, the person. ▪ The bottom is you, the professional.
  16. 16. Whatareyou? Whatdoyou wantto be? ▪ Now, you simply write specific things that you want others to know and remember about you. ▪ Be realistic. Be authentic. Dig into your own strengths. ▪ You cannot fool people in the long run (or even the short term, on social media)
  17. 17. Me? ▪ For example, I had, on top - music, science fiction, quirky sense of humor, creative, parent, fair, attention to detail, curiosity. ▪ As for the professional side, I had - social media, public relations, digital marketing, start-ups, ideas, creativity, language skills.
  18. 18. Meonline. ▪ Everything I do online, everything I post online is usually guided by one or more factors listed here. ▪ There are many things I have considered sharing online but pause before I do, and wonder if it adds value to the online perception I'm building about myself and then decide whether I should share it or not.
  19. 19. Standard operating procedure. ▪ All this is not new at all. Every communications function - advertising and public relations - works on this process. ▪ Objective. Boundaries. Communicate. Consistent. ▪ Once you know what you want to stand for, to be known for, it becomes easier to find things to share consistently within those boundaries.
  20. 20. Moreofme. ▪ In my example – music - I look at what I want to do with music. I haven't learned music at all. But I LOVE music. To augment that interest, I blog about music. I have been writing on music since 1999 and have been blogging on new music since 2005. ▪ Science fiction - I share very often what I gather as perspectives, from the many science fiction books I read.
  21. 21. Evenmoreof me. ▪ Sense of humor - I try my hand at puns and jokes occasionally and sharpen them based on feedback and reactions. ▪ Parent - I comment a lot about what I'm observing with my 2 kids and add a larger point, where appropriate. ▪ Curiosity - I use the word 'interesting' for a lot of things I notice around me. I do not jump to likes or dislikes and leave it at 'interesting' mainly because I don't know anything more about those subjects to jump to a specific opinion. ▪ Creativity - I share a lot of nuances I notice on things around me and remember to applaud creativity when I see it, the way I see it.
  22. 22. Fluid boundaries. ▪ The point is - these boundaries and what they entail is not written in stone. ▪ They are fluid.They should be.We, as individuals, cannot be so narrowly defined. ▪ But, when they are expressed for public consumption, we can, and should, consider what they are saying about is, as an aggregate. ▪ We seldom plan things that way for our personal selves, but do so, all the time, for the brands we work on. ▪ Start thinking of your own personal brands!
  23. 23. Topicsand sources. ▪ When you narrow your boundaries of expression online as topics and sub-topics, then it is even more easier to produce a steady stream of content to augment and build your brand. ▪ For me - if music is a topic, I bookmark and gather sources of my kind of music. ▪ Humor - I look at making puns and humorous observations from everyday news in newspapers. ▪ Science fiction - I pick at least 2 sci-fi books a month, to read and ponder upon. ▪ Parent - every day is a new day! :) ▪ Curiosity - I try and see multiple perspectives for everything around me instead of only considering what I feel about it.
  24. 24. Lifeasasource. Plusother things. ▪ Our everyday lives offer us a lot of opportunities to observe and add perspectives on many things.What among them help us with our objectives is what we need to consider. ▪ I also subscribe to a lot of websites for content I like reading about - from the professional side of the page. I use Feedly to gather content every day and read them, and share them while also adding my perspective on them. ▪ Sometimes, I have nothing to add. So I simply say, 'Useful'.That usually gets most hits in terms of readers because everyone's looking for something beyond the normal, something useful to them.
  25. 25. Whyshare? ▪ Be useful, to others. Be the person they can look up to, for a particular topic. ▪ Be the person who is always curious about a topic (that you have outlined for yourself) ▪ Be the person who always has a point of view on the topic you identified for yourself.
  26. 26. Where? ▪ Where do I share? Personal - usually Twitter and Facebook + blogs. Occasionally LinkedIn. Professional - LinkedIn,Twitter and Facebook. Blogs. ▪ I consciously add separate notes to make the same post seem personal on Facebook and professional on LinkedIn.
  27. 27. Platform-specific. Commonly acceptednorms. ▪ Be conscious of platform-specific commonly accepted rules. ▪ LinkedIn = professional. Even if you are adding a Ugadi greeting (for instance; it’s not a sin on LinkedIn), make it contextual. ▪ Instagram/Facebook/Twitter/blog = anything goes!
  28. 28. People I look up to The way they build their personal brands online
  29. 29. Anand Mahindra ▪ Anand Mahindra. ▪ You may be following him on Twitter. ▪ My favorite anecdote - guess how many LinkedIn connections Anand has. ▪ Usual spectrum of topics: ▪ Mahindra (obviously) ▪ Observations ▪ Social commentary, framed very appropriately
  30. 30. ElonMusk ▪ Elon Musk is… well, Elon Musk ☺ ▪ His usual spectrum of topics: ▪ Tesla ▪ Science ▪ Science Fiction that he can turn into reality! ▪ Blistering sense of humor!
  31. 31. KrishAshok ▪ Krish Ashok is from TCS.Very funny guy! ▪ His usual spectrum of topics: ▪ Food. Lots of it. ▪ Manic attention to details. ▪ Massively curious. ▪ Music. Lots of it. ▪ Commentary on digital/social/media.
  32. 32. KirubaShankar ▪ Kiruba is a well-known blogger, podcaster, public speaker. ▪ His usual spectrum of topics: ▪ Farm life ▪ Tamil culture ▪ Public speaking ▪ Blogging ▪ Podcasting ▪ Backpacking ▪ Networking
  33. 33. AmitAgarwal ▪ Amit Agarwal is my inspiration to be a blogger. ▪ He lives in a B-town (Agra) and commands global attention with his software products! ▪ His spectrum of topics include: ▪ His own products/services ▪ Tech tips that are oh-so-useful! ▪ App recommendations and reviews
  34. 34. Yourmileage mayvary. ▪ These are highly personal. ▪ Your top personal brands online may completely vary depending on your own interests and objectives.
  35. 35. Follow.Engage. ▪ Besides saying things yourself, another great way to attract attention—from the most appropriate people—is to follow and engage with people online. ▪ 15 years ago, there was no way you could make an impression on someone like Anand Mahindra. Now, you can. ▪ But, it is a highly competitive game.You’re not the only one with that intent. ▪ To achieve your goal, you need to follow (not just social media ‘follow’, but literally track) the person to know their way of thinking. ▪ And engage when you have something meaningful to add.
  36. 36. Thevalueofa greatcomment. ▪ One of my favorite ‘commenters’ is Venkataraman Ramachandran. (look him up on LinkedIn) ▪ He leaves his comment on many of my posts, and in many others’ posts (on LinkedIn). ▪ Most of his comments are highly readable and intelligent.They almost always make me think. ▪ I have got at least 15 book recommendations from his assorted comments!
  37. 37. Basicrulesof engagement
  38. 38. Results ▪ Have simple, easily achievable KRAs for yourself. ▪ It works just like motivating yourself for a run, or healthy eating habits. ▪ For example: ▪ I want the following 5 people to follow me on Twitter. ▪ I will leave 2 well thought out and meaningful comment on at least 2 LinkedIn posts of others every week. ▪ I will strive for at least 3 Twitter reactions from <make a list of people> every fortnight. ▪ I will share at least 5 perspectives on the top 2 topics listed in my ‘personal’ and ‘professional’ objectives, every week.
  39. 39. 5% ▪ This webinar is 5% of my overall ‘Personal branding on social media for working professionals’ workshop that I usually do for clients. ▪ The usual, one-day hands-on session goes far deeper into each aspect, with tangible outcomes for the participants on getting the objectives right and building a content pipeline to help nurture their personal brand.
  40. 40. Exercise. ▪ You write your book's back cover.What would it say about you the person and professional? ▪ Start with an empty page - 2 parts.Top and bottom. ▪ Write down at least 10 words/phrases that you want to define you, together, per section. ▪ Be as specific as possible. ▪ Remember:‘personal’ is as important as ‘professional’. It makes us human.
  41. 41. Exercise. ▪ Once you have 20 (10 + 10) phrases, order them in terms of (your own) importance. ▪ Remove the 6-10 in each list.This final 10 should be your personal branding objectives. ▪ Starting looking for sources of people and content online and make a steady pipeline to learn, follow and share content around them. ▪ The more consistently you do it, the faster you will be making associations between your personal brand and these objectives.