Personal Branding


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An Ignite presentation given at NTC 2010, the Nonprofit Technology Conference.

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  • I know what you’re thinking. Personal branding is sleazy and commercial. It’s OK for Donald Trump and Oprah, but it’s not my cup of tea. I’m not trying to sell a million copies of an e-book, or land a record deal, so why do I need to know about personal branding?
  • Well, I’m here to tell you, it’s really not sleazy. If you have any kind of online presence, are known in your field, or have ever presented at a conference, you already have a personal brand. So why not cultivate and manage it?
  • When people hear your name, they are going to think something, so why not help them to think of your special talent, the organization you work for, or both. For instance,
  • If I say, "Steve Jobs" you immediately think of Apple. If I say, "Madonna" you think singer, but probably don't know the name of her record label. If I say, "Johnny Carson," you think talk show host, NBC's Tonight Show.
  • That’s personal branding. It’s just what people think of, when they think of you. So what do YOU want to be known for?
  • There are three good reasons to build your personal brand: It’s good for the nonprofit you work for, it’s good for you and your career, and it’s good for the entire nonprofit sector.
  • If you’re out there sharing information and getting noticed for your expertise, this reflects positively on your organization. Most nonprofits are short on marketing resources, and this can be a form of guerilla marketing.
  • Branding gets your name out there, establishes your expertise, and can lead to career opportunities. It also brings information to you. When people know your interests, they know what to share with you.
  • Well-branded experts get media coverage, and become the go to people for sharing information and brokering connections that strengthen the whole nonprofit sector. (*cough* Beth and Holly, *cough*).
  • Know Thyself Be Memorable Don’t Whine or Overshare Be Googleable Have a Standard Online Presence Participate, share, write, present
  • This might sound easy, but it really involves some soul searching. What are you really, really interested in, what do you know a lot about, what do you like to do, what do you like to share with people? Express that essence in a short sentence or three words.
  • When you discover and express what sets you apart from others, you’ll become memorable. Also, share good stuff and have a personality.
  • Let’s say you’re at a cocktail party, and you make a fabulous connection with someone that could mean money or a partnership for your org. You know they are going to Google you the next day, what will they find? Don’t let them find nothing!!
  • They should find your presence on the major social networks, your blog if you have one, articles that associate you with your organization, and your Google profile.
  • Google is giving more and more weight to Facebook and Twitter profiles, which is good for pushing old, unflattering articles out of your results, but watch out for the new emphasis on real time results.
  • Have a presence on LinkedIn, Twitter, and Facebook. Create a Google profile. Having a blog is ideal, but not if you neglect it for years. Same with Twitter. Share one good piece of information or promote a colleague once a day.
  • A Deloitte study showed that "more than a third of adult respondents rarely, if ever, consider what their bosses, colleagues or clients would think when they post comments, photos or videos online." Stay classy and upbeat.
  • This is all basic social media stuff, but if you don’t know it yet, listen up – you’ve got to participate, online and off, to build your brand and build social capital.
  • Know Thyself Be Memorable Don’t Whine or Overshare Be Googleable Have a Standard Online Presence Participate, share, write, present
  • Do as I say, not as I do – I don’t follow all of the advice I outlined today, but I’m trying! Baby steps, take it one day at a time, and have fun with it!
  • Personal Branding

    1. 1. Personal Branding … is not just a fad (daveelf)
    2. 2. Sleazy
    3. 3. Not Sleazy educating about technologies that engage communities Nonprofits and Social Media Beth Kanter Holly Ross Amy Sample Ward
    4. 4.
    5. 5. So what is it, really? <ul><li>What people think of, when they think of you </li></ul><ul><li>A distillation of your best/authentic self </li></ul><ul><li>What you want to be known for </li></ul>
    6. 6. What is it really good for? <ul><li>Good for your nonprofit </li></ul><ul><li>Good for you </li></ul><ul><li>Good for the nonprofit community as a whole </li></ul>
    7. 7. Good for Your Nonprofit <ul><li>Gets your nonprofit’s name out there </li></ul><ul><li>Adds credibility to your nonprofit </li></ul><ul><li>Creates serendipitous networking/partnership opportunities </li></ul>
    8. 8. <ul><li>Gets your name out there </li></ul><ul><li>Establishes your expertise </li></ul><ul><li>Leads to career opportunities </li></ul><ul><li>Brings information and professional development to you </li></ul>Branding
    9. 9. Good for Nonprofit Sector Media Coverage Well-Branded Experts Sharing info Connecting NPOs to strengthen the sector
    10. 10. So, How do I Do It? <ul><li>Know Thyself </li></ul><ul><li>Be Memorable </li></ul><ul><li>Don’t Whine or Overshare </li></ul><ul><li>Be Googleable </li></ul><ul><li>Have a Standard Online Presence </li></ul><ul><li>Participate, share, write, present </li></ul>
    11. 11. Know Thyself <ul><li>Distill your essence down to a sentence. </li></ul><ul><li>Or to three words. </li></ul>
    12. 12. Be Memorable
    13. 13. Be Googleable
    14. 14. Be Googleable
    15. 15. … But Not in a Bad Way
    16. 16. Have a Standard Online Presence <ul><li>LinkedIn </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Google Profile </li></ul><ul><li>Blog </li></ul>
    17. 17. Don’t Whine or Overshare
    18. 18. Participate! Participate!
    19. 19. Summary <ul><li>Know Thyself </li></ul><ul><li>Be Memorable </li></ul><ul><li>Don’t Whine or Overshare </li></ul><ul><li>Be Googleable </li></ul><ul><li>Have a Standard Online Presence </li></ul><ul><li>Participate, share, write, present </li></ul>
    20. 20. Laura Norvig @lnorvig