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Personal Branding and Social Media


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A lecture on building a Personal Brand using the Social Media to the students of the Design Faculty of the Politecnico of Milan.

Published in: Career

Personal Branding and Social Media

  1. 1. BRANDING U Personal Branding and Social Media Lecture Faculty of Design Politecnico of Milan
  2. 2. Agenda <ul><li>why personal branding </li></ul><ul><li>why social media </li></ul><ul><li>the economy of reputation </li></ul><ul><li>main strategies </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>FriendFeed </li></ul></ul><ul><ul><li>Spock </li></ul></ul><ul><ul><li>Creative Commons </li></ul></ul><ul><ul><li>… </li></ul></ul>
  3. 3. Companies are Brands <ul><li>You Trust your favorite Brands </li></ul><ul><li>People identify themselves with Brands: </li></ul><ul><ul><li>I'm a Mac addicted </li></ul></ul><ul><ul><li>I'm a Ducati rider </li></ul></ul><ul><ul><li>I'm an Alfa Romeo Driver </li></ul></ul><ul><ul><li>I'm a ... </li></ul></ul><ul><li>Fansumer </li></ul>
  4. 4. Why personal branding <ul><li>Tom Peters ( The Brand Called You , 1997): </li></ul><ul><li>regardless of </li></ul><ul><ul><li>age, </li></ul></ul><ul><ul><li>position </li></ul></ul><ul><ul><li>the type of business </li></ul></ul><ul><li>we are CEOs of our own companies: </li></ul><ul><ul><li>Me Spa. </li></ul></ul><ul><li>to be in business today, our most important job is to be head marketer for the BRAND called YOU. </li></ul><ul><li>How do you make a difference? </li></ul><ul><li>How do you communicate the difference? </li></ul>
  5. 5. Websites are dead <ul><li>Consumers are not listening anymore: </li></ul><ul><li> </li></ul><ul><li>Brands now market through Social Media. </li></ul><ul><li> </li></ul><ul><li>Social Media: </li></ul><ul><ul><li>is you and your opinions. </li></ul></ul><ul><ul><li>is conversation. </li></ul></ul><ul><ul><li>will pervade our job, life and entertainment more and more. </li></ul></ul>
  6. 6. Trust <ul><li>Prospects trust Customers more than Companies </li></ul><ul><li>Brands must engage their community </li></ul><ul><ul><li>RyanAir </li></ul></ul><ul><ul><li>MyAir </li></ul></ul><ul><ul><li>Cryptonite </li></ul></ul><ul><li>Engage your Community online or your Community will engage YOU </li></ul>
  7. 7. How do you market Brand U? <ul><li>Job Search </li></ul><ul><ul><li>Resumes are dead </li></ul></ul><ul><ul><li>Nobody trusts resumes anymore </li></ul></ul><ul><li>New Customers </li></ul><ul><ul><li>Your Prospects will Trust what you have DONE much more than what you TELL them! </li></ul></ul><ul><ul><li>Your Prospects will Trust your CUSTOMER endorsements much more than YOUR OWN! </li></ul></ul>
  8. 8. Main strategies: Sharing <ul><li>Demonstrate your competence, experience, online activities and contributions </li></ul><ul><ul><li>SlideShare, </li></ul></ul><ul><ul><li>YouTube, </li></ul></ul><ul><ul><li>flickr </li></ul></ul><ul><li>Leverage the &quot;the wisdom of crowds&quot; </li></ul><ul><ul><li>Yahoo Answer, </li></ul></ul><ul><ul><li>LinkedIn Answers, </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Be reachable </li></ul><ul><ul><li>Blog = SEO! </li></ul></ul><ul><li>Use Creative Commons </li></ul><ul><ul><li> </li></ul></ul>
  9. 9. Main strategies: Join the Conversation <ul><li>Discover new ideas: </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>FriendFeed </li></ul></ul><ul><ul><li>Disqus </li></ul></ul><ul><ul><li>CoComment </li></ul></ul><ul><li>Connect with People: </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Plaxo Pulse </li></ul></ul><ul><ul><li>FaceBook </li></ul></ul><ul><li>Leverage RSS : </li></ul><ul><ul><li>FeedBurner </li></ul></ul><ul><ul><li>Google Reader </li></ul></ul>
  10. 10. Main strategies: Verify your Reputation <ul><li>Google (Incoming Links) </li></ul><ul><li>Spock </li></ul><ul><ul><li>Robert Scoble : </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li>Naymz </li></ul><ul><li>Technorati </li></ul><ul><li>Summize </li></ul><ul><ul><li>search for Guy Kawasaki </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  11. 11. Thanks <ul><li>luigi centenaro </li></ul><ul><li>[email_address] </li></ul><ul><li>my blog: </li></ul><ul><li> </li></ul><ul><li>my linkedIn profile: </li></ul><ul><li> </li></ul><ul><li>my friendfeed: </li></ul><ul><li> </li></ul><ul><li>Some Right Reserved </li></ul><ul><li>This presentation is available under </li></ul><ul><ul><li> </li></ul></ul><ul><li>Cover Picture by Luc Legay </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>The Picture on the slide on trust is from </li></ul></ul><ul><ul><li> </li></ul></ul>