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Business vs. Personal Brand& Your Digital Presence
•   13 years in digital•   11 years as a marketer•   donschindler.com•   don.schindler@nd.edu•   @donschindler
What is a professional made out of?
http://www.flickr.com/photos/ilamont/4298420926/sizes/l/in/photostream/
What are youknown for?Write a brandstatement foryourself.
Brand Statement • To (target audience), (your name) is the   (blank) provider/service of (blank)   delivered through (blan...
Brand Promise With every interaction (whether a question or conversation), I promise to give you the best possible return ...
Trust  trust.edelman.com
Trust        trust.edelman.com
How much time does it take to earntrust?                            http://www.mykingweb.com/index.php/period-2b/rodriguez...
Who are    you when    no one is    looking?http://planetponzi.com/wp-content/uploads/2011/11/anatomy_of_a_ponzi_scheme.jpg
Digital Life can enhance and be    amplifiedhttp://www.thestaffingstream.com/2012/09/14/do-you-have-an-effective-social-me...
How do you live it?    By being    connected…    By understanding this    is real time    communication    Social Media is...
HipHopPrez
Privacy vs. Different RealityIm not saying this is inherently bad or inherentlygood – it is just a different reality, and ...
No Anonymity • Use your real name (no handles unless   you are willing to keep that handle forever) • The digital life and...
Knowledge
Click to edit Mastertitle styleClick to edit Master text styles
Click to edit Master      Who do you know and how well?title styleClick to edit Master text styles
Click to edit Master                Twitter Handshake?title styleClick to edit Master text styles
Click to edit Master                                      <A HREF=“DON KNOWS”                                   TARGET=“_B...
The Secret to Social MediaTalk about others – highlight them,encourage them, be there for them  and they will be there for...
The Secret to Negative Social Media If you are suffering from negative comments,     then comment yourself. It will push t...
Google Footprint
Google Alerts
How to enhance your digitalpresence • You can control this - the more you add, the   more the search engines find. • Indus...
Click to edit Mastertitle styleClick to edit Master text styles                                   It’s my Death Star.
blogging • Search Engines   love blogs • Easy to do • Comments/Fee   dback • Inbound Links • Personality • Did I mention  ...
Drive Somewhere                                             Search                                  Email     Keywords   G...
Blogging examples
Mobile
Mobile Statshttp://www.geekwire.com/2012/brave-world-realtime-information-answer-questions/#
Linkedin
Linkedin Power •   More connections, more touches •   Your online resume and portfolio •   Public recommendations •   Ques...
LINKEDIN MAPS CONNECTIONS
Get recommendations and give
Add projects
Link to Twitter
New linkedin recommends
1,000,000,000 and counting
Facebook secret– using lists!
Facebook secrets • Bias against newcomers • “Most Recent” is not really your friends so   use lists • Links are favored ov...
Twitter
PROS• Power of instant conversations• Spreading the word quickly• Professional Development – learn from  experts• You can ...
CONS•   Lots and lots of noise•   Lots and lots of spam•   Lots and lots of robot collection•   Interface is not friendly•...
Twitter
Klout Measurement
Tweetadder
Google+
Other sites •   Niche Networks •   Instagram •   Pinterest •   YouTube •   Flickr •   Yelp
Quora
What if you can’t be found?• Buying  adwords
How do you keep up?
Editorial Calendar • Blogging – A must – at least once A week if not   more. • Facebook – when you have something relevant...
Monitoring Tools • Social   Mention • SM2 • Sysomos   Heartbeat
Quick, Smart Responses            I post.  I get Retweeted.     I thank them.
How much time does it take?
Integrate it into your life • Just like you did   with    – cellular phone    – email    – texting • You’ve done this   be...
How do you measure the return?•   You can:     – TRUST     – Track Your Time     – Measure Your       Connections     – As...
Brand: Digital You and Real You Merge • You are trusted. • You will be example for others. • Does this mean everything wil...
Digital Directors • “While demand for directors with digital expertise is on the   rise, the supply of qualified candidate...
Questions?donschindler.comdon.schindler@nd.edu@donschindler
Chicago United Personal Branding Session
Chicago United Personal Branding Session
Chicago United Personal Branding Session
Chicago United Personal Branding Session
Chicago United Personal Branding Session
Chicago United Personal Branding Session
Chicago United Personal Branding Session
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Chicago United Personal Branding Session

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Chicago United Personal Branding Session

  1. 1. Business vs. Personal Brand& Your Digital Presence
  2. 2. • 13 years in digital• 11 years as a marketer• donschindler.com• don.schindler@nd.edu• @donschindler
  3. 3. What is a professional made out of?
  4. 4. http://www.flickr.com/photos/ilamont/4298420926/sizes/l/in/photostream/
  5. 5. What are youknown for?Write a brandstatement foryourself.
  6. 6. Brand Statement • To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). • To Notre Dame Campus Communicators and employees, Don Schindler is the thought leader for creative marketing and communications solutions in both digital and print.
  7. 7. Brand Promise With every interaction (whether a question or conversation), I promise to give you the best possible return for your time taken with me. In other words, I want your TRUST. You can trust me to be honest, to be blunt, to have your best interest in mind, to give you a reason, to focus on you, etc…
  8. 8. Trust trust.edelman.com
  9. 9. Trust trust.edelman.com
  10. 10. How much time does it take to earntrust? http://www.mykingweb.com/index.php/period-2b/rodriguez-isabel/candy-page
  11. 11. Who are you when no one is looking?http://planetponzi.com/wp-content/uploads/2011/11/anatomy_of_a_ponzi_scheme.jpg
  12. 12. Digital Life can enhance and be amplifiedhttp://www.thestaffingstream.com/2012/09/14/do-you-have-an-effective-social-media-plan/
  13. 13. How do you live it? By being connected… By understanding this is real time communication Social Media is real time communications like a phone or IM but it can be permanent and spread virally. That’s the scary part.
  14. 14. HipHopPrez
  15. 15. Privacy vs. Different RealityIm not saying this is inherently bad or inherentlygood – it is just a different reality, and it doescome with some conditions.As leaders we need to help our workforceunderstand and navigate the challenges that comewith the blurring of this line between theprofessional and personal.This is more than just making sure your people areaware of bank scams and how to set propersecurity settings on Facebook.This is helping them to understand how torecognize for themselves the implications of sharingpersonal information indiscriminately and of theshifting boundaries of privacy in their professionallives.The second challenge for leaders in thisenvironment is finding the balance betweenaccountability and empowerment. If youre goingto empower your people to communicate, youneed to stick with it as you lead by example. Adm. Gary Roughead Chief of Naval Operations
  16. 16. No Anonymity • Use your real name (no handles unless you are willing to keep that handle forever) • The digital life and real life are not separate and will forever be connected. • You can enhance your digital life if you understand how the rules work. • Real Life to Digital Life – the tools…
  17. 17. Knowledge
  18. 18. Click to edit Mastertitle styleClick to edit Master text styles
  19. 19. Click to edit Master Who do you know and how well?title styleClick to edit Master text styles
  20. 20. Click to edit Master Twitter Handshake?title styleClick to edit Master text styles
  21. 21. Click to edit Master <A HREF=“DON KNOWS” TARGET=“_BLANK”>DON KNOWS HOW TO TALK THE TALK”</A>title styleClick to edit Master text styles
  22. 22. The Secret to Social MediaTalk about others – highlight them,encourage them, be there for them and they will be there for you.
  23. 23. The Secret to Negative Social Media If you are suffering from negative comments, then comment yourself. It will push the negative comments up and into the feed.Same thing goes for a bad website. Add morecontent to the web and the bad content loses traction.
  24. 24. Google Footprint
  25. 25. Google Alerts
  26. 26. How to enhance your digitalpresence • You can control this - the more you add, the more the search engines find. • Industry Standards – Domain Name / Blogging – Website – Linkedin – Facebook – Twitter – YouTube – Photo Sites – Member Sites
  27. 27. Click to edit Mastertitle styleClick to edit Master text styles It’s my Death Star.
  28. 28. blogging • Search Engines love blogs • Easy to do • Comments/Fee dback • Inbound Links • Personality • Did I mention search engines love blogs?
  29. 29. Drive Somewhere Search Email Keywords Google Signature Adwords Company Pinterest website Linkedin Youtube Photo Twitter Sites Facebook Blog / Google+ Website
  30. 30. Blogging examples
  31. 31. Mobile
  32. 32. Mobile Statshttp://www.geekwire.com/2012/brave-world-realtime-information-answer-questions/#
  33. 33. Linkedin
  34. 34. Linkedin Power • More connections, more touches • Your online resume and portfolio • Public recommendations • Questions & Answers • Groups to help networking • Connected to Twitter and Facebook
  35. 35. LINKEDIN MAPS CONNECTIONS
  36. 36. Get recommendations and give
  37. 37. Add projects
  38. 38. Link to Twitter
  39. 39. New linkedin recommends
  40. 40. 1,000,000,000 and counting
  41. 41. Facebook secret– using lists!
  42. 42. Facebook secrets • Bias against newcomers • “Most Recent” is not really your friends so use lists • Links are favored over updates. • Photo and Videos trump links. • Get people to comment. • 16% of Page Info is all that gets seen http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
  43. 43. Twitter
  44. 44. PROS• Power of instant conversations• Spreading the word quickly• Professional Development – learn from experts• You can collect users with bots (Tweetadder)• You can follow and possibly speak with people that wouldn’t normally be in your circle of influence
  45. 45. CONS• Lots and lots of noise• Lots and lots of spam• Lots and lots of robot collection• Interface is not friendly• No real value SEO• Relationships are fleeting
  46. 46. Twitter
  47. 47. Klout Measurement
  48. 48. Tweetadder
  49. 49. Google+
  50. 50. Other sites • Niche Networks • Instagram • Pinterest • YouTube • Flickr • Yelp
  51. 51. Quora
  52. 52. What if you can’t be found?• Buying adwords
  53. 53. How do you keep up?
  54. 54. Editorial Calendar • Blogging – A must – at least once A week if not more. • Facebook – when you have something relevant to say (btw, you need to have something relevant to say all the time) • Twitter – even more. • Linkedin – not so much. • Other social media – take lessons from above.
  55. 55. Monitoring Tools • Social Mention • SM2 • Sysomos Heartbeat
  56. 56. Quick, Smart Responses I post. I get Retweeted. I thank them.
  57. 57. How much time does it take?
  58. 58. Integrate it into your life • Just like you did with – cellular phone – email – texting • You’ve done this before. • And, we know, you’ve got something to say.
  59. 59. How do you measure the return?• You can: – TRUST – Track Your Time – Measure Your Connections – Ask People If You Are Who You Say You Are – Measure Your Digital Footprint
  60. 60. Brand: Digital You and Real You Merge • You are trusted. • You will be example for others. • Does this mean everything will be fine and dandy? • Nope. You’ll have other issues to contend with but you will be on the right track and you’ll gain experience on how to deal with digital issues – which will help your network. • Your employees and other board members will follow your example as well.
  61. 61. Digital Directors • “While demand for directors with digital expertise is on the rise, the supply of qualified candidates is small, and those candidates are more likely to have nontraditional backgrounds,” says Spencer Stuart. “This can make recruiting directors with these profiles especially challenging and may require boards to reconsider their perceptions about what an ideal director looks like.” • The firm says “boards should understand that directors with digital expertise may not have achieved the same stature as candidates from more traditional fields; many of these candidates have not reached the C-level, for example. These young, ambitious and, oftentimes, time-starved executives can be more transient than more established executives, and they may be less familiar with the customs of a corporate boardroom.” http://business-ethics.com/2012/04/12/1642-social-media-and-the-board-why-hashtags-should-matter-to-directors/
  62. 62. Questions?donschindler.comdon.schindler@nd.edu@donschindler

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