Brand Yourself Online

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Establish a personal brand online to leverage success in your journalism career.

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Brand Yourself Online

  1. 1. Brand Yourself Online Establish a personal brand online to leverage success in your journalism career Dave Sennerud [email_address] www.davesennerud.com
  2. 2. A Branding Experiment <ul><li>For which soft drink would you reach? </li></ul>
  3. 3. Brand or Generic? <ul><li>Which do you prefer? </li></ul>
  4. 4. Brand or Generic? <ul><li>Which would an editor/employer prefer? </li></ul>
  5. 5. What is a brand? <ul><li>To give a product a distinctive identity. </li></ul>
  6. 6. Qualities of a brand <ul><li>World’s fastest production sedan </li></ul><ul><li>556 HP with a supercharged V8 </li></ul><ul><li>0-60 MPH in 3.9 seconds </li></ul><ul><li>Cadillac: The Mark of Leadership </li></ul><ul><li>Other qualities shown in video? </li></ul><ul><li>If you were to write an ad about yourself, what would you say? </li></ul>
  7. 7. What is your brand? <ul><li>It’s not a dirty word. </li></ul><ul><li>It’s definitely better than generic. </li></ul><ul><li>OWN YOUR BRAND </li></ul><ul><li>If you don’t, others have control. </li></ul>
  8. 8. Leave a digital footprint <ul><li>DigiDave says: </li></ul><ul><li>When we say “brand,” what it really means is to live parts of your life online. </li></ul><ul><ul><li>Be findable </li></ul></ul><ul><ul><li>Show your personality </li></ul></ul><ul><ul><li>Be yourself </li></ul></ul>
  9. 9. A job market in chaos <ul><li>A recent article in Fast Company says that because of technology and globalization, it’s becoming harder to predict future. </li></ul><ul><li>Era of long careers is dead. </li></ul><ul><li>Avg. job tenure : 4.4 years </li></ul>
  10. 10. You need to tell your story <ul><li>“ We don’t have jobs; we have opportunities.” </li></ul><ul><li>- Seth Godin </li></ul>
  11. 11. Before you begin … <ul><li>You must have a quality product to succeed. </li></ul>
  12. 12. 1. Find out who you are <ul><li>What is it that makes you unique AND valuable? </li></ul><ul><ul><li>Personality </li></ul></ul><ul><ul><li>Aptitudes </li></ul></ul><ul><ul><li>Talents </li></ul></ul><ul><ul><li>Skills </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Experience </li></ul></ul>
  13. 13. 2. Find your niche <ul><li>Identify a relevant topic you can own </li></ul><ul><li>Position yourself as an expert. </li></ul><ul><li>Can have multiple niches. </li></ul>
  14. 14. 3. Do your research <ul><li>Be informed about news relevant to your niche. </li></ul><ul><li>Find influential people in your niche. </li></ul><ul><li>Own your niche. </li></ul>
  15. 15. 4. Establish a searchable identity <ul><li>Use your real name. </li></ul><ul><li>Decide on one form of it. </li></ul><ul><li>Use one avatar or image. </li></ul><ul><li>Be consistent across sites. </li></ul><ul><li>Own your domain name. </li></ul><ul><li>Show your work. </li></ul><ul><li>Participate in the conversation. </li></ul>
  16. 16. 5. Create a personal branding toolkit <ul><li>Foster a Twitter identity </li></ul><ul><li>Join social networks. </li></ul><ul><li>Join a professional network. </li></ul><ul><li>Create a blog. </li></ul><ul><li>Develop an online portfolio. </li></ul><ul><li>Explore other tools. </li></ul>
  17. 17. Tool 1: Twitter <ul><li>Helps establish your expertise. </li></ul><ul><li>Helps to find valuable contacts. </li></ul><ul><li>Send well-crafted #tweets with #keywords and #hashtags to increase visibility. </li></ul><ul><li>Sharing is caring. </li></ul><ul><li>It’s (mostly) not about you. </li></ul>
  18. 18. Tool 2: Social networks <ul><li>Facebook , Google Plus </li></ul><ul><li>Best to separate personal and professional. </li></ul><ul><li>Check your privacy settings. </li></ul><ul><li>Write on others’ walls. </li></ul><ul><li>Share journalistic content. </li></ul><ul><li>What does it say about you? </li></ul><ul><li>New networks, too. </li></ul>
  19. 19. Tool 3: LinkedIn <ul><li>It’s not just about who YOU know – it’s about who they know and who knows you. </li></ul><ul><li>Add sites and social media links. </li></ul><ul><li>Write recs, get recs. </li></ul><ul><li>Join groups. </li></ul><ul><li>Check jobs. </li></ul><ul><li>Update regularly. </li></ul><ul><li>Stay in touch. </li></ul>
  20. 20. Tool 4: A blog <ul><li>Blogs help establish your expertise. </li></ul><ul><li>Shows initiative, talent and passion. </li></ul><ul><li>Have something to say. </li></ul>
  21. 21. Blog platforms <ul><li>Wordpress </li></ul><ul><li>Blogger </li></ul><ul><li>Weebly </li></ul><ul><li>Squarespace </li></ul><ul><li>Others? </li></ul>
  22. 22. Tool 5: Your online portfolio <ul><li>The Web is an online talent pool. </li></ul><ul><li>Establishes your “home base” online. </li></ul><ul><li>Provide a landing page that tells who you are. </li></ul><ul><li>In addition to printed resume and cover letter. </li></ul><ul><li>Should have resume (PDF, too). </li></ul><ul><li>Show off your best work (multimedia). </li></ul><ul><li>Own your domain name. </li></ul><ul><li>Mark Luckie , Meranda Watling, Nick Trost </li></ul>
  23. 23. Tool 6. Network <ul><li>It’s not quid pro quo; it’s “giver’s gain.” </li></ul><ul><li>Open avenues of communication online. </li></ul><ul><li>Participate in online chats - #wjchat, #journchat </li></ul><ul><li>Helps build trust. </li></ul><ul><li>Seek input and advice. </li></ul><ul><li>Relationships = Opportunity </li></ul>
  24. 24. Tool 7. Other tools <ul><li>Email signature </li></ul><ul><li>Klout </li></ul><ul><li>Google Alerts </li></ul><ul><li>Online Business Cards </li></ul>
  25. 25. Set up an action plan <ul><li>Small steps lead to success. </li></ul><ul><li>It takes time. </li></ul><ul><li>Don’t hard sell. </li></ul><ul><li>Set up a daily task sheet with goals. </li></ul><ul><li>Find 5 new people to connect with every day online. </li></ul>

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