Why Professionals should seriously consider for their business effectiveness the Personal Branding and Web Reputation management? This presentation has been delivered to the International Taxation Practice Group (ITPG) of the Geneva Group International (GGI), during the 2nd Italian Business Summit (IBS), held on November 14th, 2014, in Rome, Italy.

1. Personal Branding
&
Web Reputation

2. Business consultancy firm, offering integrated consulting
services from the start up to the management of merger
and acquisition processes.
www.4changing.it
Professional and administrative services for all businesses
and organizations: it provides assistance and consulting
services in bookkeeping and accounting, management
processes, personnel administration, support and advice on
web communication and document management, welfare
services and facility management.
www.esse4bi.it
Who we are

3. Agenda
1. The new context
2. Personal Branding
3. What is web reputation and why should you
care about it
4. Now is up to you

4. Source: Internet World Stats 2012
The Internet population

5. The growth of the Internet population

6. The Regional differentiation

7. What Epic Fails in Social Networks tell us
The social networks are a social interaction place. The communication conveyed through
them has to be managed in a way that is consistent with the personal aims.
A wrong communication, misdirected, can become counterproductive, difficult to control
and to manage consistently and constantly.
Immediacy
This is an outrageous, offensive comment
that does not reflect the views and values
of IAC. Unfortunately, the employee in
question is unreachable on an
international flight, but this is a very
serious matter and we are taking
appropriate action. (IAC)

8. What Epic Fails in Social Networks tell us

9. New paradigms, New professionals… New world
Big Data & Open Data
Data Scientist Internet Of Things

10. Agenda
1. The new context
2. Personal Branding
3. What is web reputation and why you should
care about it
4. Now is up to you

11. Personal Branding
Your Brand:
«The reason why a new client looks for you»
Personal Branding:
• Identify your strenghts and what makes you unique
among your competitors
• Communicate efficiently what you do, how you do it
and what are the benefits that you bring to your clients

12. Personal Branding: the strategy elements
Personal
Branding
Networking
Clients Portfolio
Professional
promotion
Communication
Planning
I am already
implementing
OFFLINE my
own PB strategy

13. Personal Branding market strategies
Clients
Low net worth
Portfolio
Wealth Advisor mkt strategy
Maturity strategy
High net worth
Development strategy

14. Agenda
1. The new context
2. Personal Branding
3. What is web reputation and why you should
care about it
4. Now is up to you

15. Brand: what you offer
Reputation: what your Clients buy
Reputation
Personal Experience
Achievements
Word of mouth
…
Consistency

16. What do people say, post, , comment…
about me and my company
on the Internet
Web Reputation
Even with low online activity!

17. Web Reputation issues
Exponential increase of the channels:
• Anonymity chimaera
• Immediate recognition
• Reviews, buzzwords,…
• Actual difficulty to implement the
«right to be forgotten»

18. In order to set a consistent
Personal Branding strategy
we need to manage proactively
our Web Reputation
Measure
Manage
Maintain
Web Reputation Management

19. Personal Branding market strategies
Low net worth
Proactive-led actions:
• SEO and SEM
• Social Network activity
(LinkedIn, Facebook, ecc.)
• Specialized forums
• Regional-based strategy
(specific social networks)
High net worth
Monitor-led actions:
• Minimalist website
• Social networks respond-strategy
• Institutional forums and
web presence
• Continuous monitoring

20. Agenda
1. The new context
2. Personal Branding
3. What is web reputation and why you should
care about it
4. Now is up to you

21. Tools & Hints
We present now some easy-to-use and
practical tools that everyone can start to
use immediately.
A thorough Personal Branding & Web
Reputation strategy, implemented by a
consistent set of advanced tools, needs
necessarily a deep and professional
analysis and program.

22. Ego-Surfing
Ego-surfing refers to the act of using search engines to seek
references to one's own website, or to view webpages that
mention your own name (or company name).
Tools:
- Search Engine (advanced settings)
- Google Alerts
- Mention
- Talkwalker

23. Advanced Search & Alert examples

24. Advanced Search & Alert examples

25. Influence rate
Network extension
Generated Contents
Feedback
Klout: measure and rank the social network influence
Uses social media analytics to rank its users according to online social influence via the
"Klout Score", which is a numerical value between 1 and 100. In determining the user
score, Klout measures the size of a user's social media network and correlates the content
created to measure how other users interact with that content.

26. Alexa: analyze the competitors’ web presence
• Data collected through Alexa Toolbar
• Useful for raw statistics about the
number of accesses and the keywords
used for specific results.
• Reliability questioned: significance of
the statistical sample; indipendence…

27. Analytics
We can monitor:
- entry page
- source
- keywords
- bounce rate
- session duration
- demographics
 Search Engine Optimization
 Direct mail/newletter optimization
Master Diritto ed Economia

28. Analytics – SEO & SEM
Keywords Pagina BAICR – Master per la scuola

29. Analytics – SEO & SEM for pictures
Master online per docenti.jpg

30. Continuous improvement

31. A final hint: turn the problems into opportunities
• While you want customers talking about you and providing feedback, it is
still up to you to respond to negative comments and reviews about
specific issues so that they can be turned into a positive result.
• A negative review is bad, but it is ALSO is a great opportunity for you to
turn something bad into something good – if you act and respond
promptly and adequately
• Since negative reviews and comments are public, and everyone can see
them, you can show off your customer support and satisfaction by turning
an unsatisfied client into a satisfied client
• “Take advantage” the virality of negative messages

32. Q&A

33. Emanuele Rizzardi
erizzardi@4changing.it
Partner, 4changing
@emarizzardi
Lucio Fumagalli
lfumagalli@esse4bi.it
President, S4B
President, BAICR cultura della relazione
@luciofumagalli
Thank you
for your attention!