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Personal brand, social capital and how to use LinkedIn more effectively

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In this presentation, I discuss personal brand and social capital and how you can be using LinkedIn more effectively to build both. Presented to IABC Calgary on 13 April 2015.

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Personal brand, social capital and how to use LinkedIn more effectively

  1. 1. PERSONAL BRAND, SOCIAL CAPITALAND HOW TO USE LINKEDIN MORE EFFECTIVELY by Jay Palter Chief Engagement Officer, Jay Palter Social Advisory 13 April 2015 Presented to:
  2. 2. Overview This presentation will cover: • Concept of personal brand • What is social capital & why do you want it? • Tips for using LinkedIn to build and leverage your professional network • Other social networks you shouldn’t ignore
  3. 3. Spend time or invest it? You can spend time on social networks or you can invest your time. This presentation is about how to invest your time strategically.
  4. 4. WHAT IS PERSONAL BRAND?
  5. 5. Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You. ~ Tom Peters My intro to personal brand
  6. 6. What is a brand? • Visual identity • Experience • Value proposition • Reputation • Goodwill
  7. 7. What is a personal brand? • Visual identity • Experience • Value proposition • Reputation • Goodwill = YOU, your smiling headshot = Your satisfied customers = Your niche/specialty = Your Google search results = Referrals/recommendations
  8. 8. Personal brand is personal
  9. 9. Personal brand is about “you-ness” Your “you-ness” is key to your personal brand.
  10. 10. Your brand is how you are perceived Personal brand is what people say about you when you leave the room. ~ Jeff Bezos, Amazon
  11. 11. WHAT IS SOCIAL CAPITAL? The value/benefit that accrues to a person, business or organization by virtue of their social relationships.
  12. 12. People do business with people they know, like and trust.
  13. 13. People hire people they know, like and trust.
  14. 14. People recommend people they know, like and trust.
  15. 15. Social capital drives ROI, as much as human and financial capital
  16. 16. Social networks are an influence economy Currency Assets “Earned media” Goodwill = = = Networked people and content Transactions Social capital
  17. 17. 10 ways to use LinkedIn to promote your personal brand and grow social capital
  18. 18. 1. A smiling professional headshot. Smiling headshot Too many people Default icon Too personal Face too small X X X X Avoid these types of headshots:
  19. 19. 2. Craft a professional headline. Professional Headline “Business writer” or… “Advisor” or…
  20. 20. 3. Complete your profile. Summary of what you do Multimedia http://ca.linkedin.com/in/jaypalter
  21. 21. 4. Customize profile sections. Reorder your profile sections Your LinkedIn profile does not need to look like a boring resume.
  22. 22. 5. Customize your skillset. Customize the skills you want people to select from
  23. 23. Making Connections on LinkedIn
  24. 24. 6. Customize your connect requests. • Follow up within 24 hrs • Customize message • Be personal
  25. 25. 7. Ignore some connect requests. Do CONNECT: • People you’ve met • People genuinely reaching out Don’t CONNECT: • With complete strangers • Geographic outliers
  26. 26. Listening and sharing Adopting a proactive giving strategy – paying it forward – is an effective strategy to build online engagement and social capital.
  27. 27. 8. Mind your LinkedIn feed daily • Like, comment & share Why? • Show people in your network that you are paying attention to THEM • Learn something too ;-)
  28. 28. 9. Find and share great content • Helps solve too much information problem • Adds value and creates meaning • Demonstrates your knowledge/expertise • Creates touch points for clients/prospects • Promotes “know, like & trust”
  29. 29. Four E’s of content curation Sample topics for sharing: • Personal finance • Happiness/quality of life • Productivity & life hacks • Fitness/health • Networking • Community-building Topics to be cautious with: • Politics • Religion
  30. 30. Help people understand When Ebola fear was spreading, sharing this graphic helped put the risk in perspective.
  31. 31. Help people understand With California’s drought entering its fourth year, this graphic puts puts food-related water use in perspective.
  32. 32. Make people smile
  33. 33. Apparently, men with real bodies posing in underwear makes people smile.
  34. 34. Inspire and affirm
  35. 35. 10. Publish on LinkedIn • Write for your reader • Add footer linking back to your site/blog • Include images in posts and use subheads • Tweet with “Tip @LinkedInPulse”
  36. 36. And finally…Give to get in social.
  37. 37. Give. Serve your network. • Give back and pay forward. • Give credit where it’s due. • Pay attention. Pay. Attention. • Be generous of spirit. • Invest your time. • Read and share other people’s content. • Be helpful.
  38. 38. Other social networks: Twitter • Curation: Share great content • Engagement: Grow your network • Influence: Build an audience • News: Stay informed
  39. 39. Other social networks: Google+ • Curation: Always share great content • SEO: Google+ shares show up in search results • Gmail: Establish your identity on Google
  40. 40. What can I do for you? Strategy • Planning • Policy development • Influencer intelligence • Personal branding • Data analysis Tactics • Content marketing • Curation • Repurposing • Social management • Coaching/training • Speaking
  41. 41. Contact Jay Palter Social Advisory mobile: 587-586-8433 email: jay@palter.ca web: jaypalter.ca twitter: @jaypalter

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