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Personal Branding Through
Social and Digital Media
SDSU Coastal and Marine Institute Laboratory
November 18, 2013
Mary Can...
2

© Comprendia, LLC All rights reserved.
Who Am I?
•Then
–Trained as a biochemist
–Always gravitated to online tools & pretty
pictures
–Loved bench work and organi...
4

© Comprendia, LLC All rights reserved.
Your Personal
• Strategy
– What‘s your personal brand?
• ‗Research‘ your interests, goals

– How does your current researc...
General Guidelines
• It‘s not all about you
– Provide resources first, promote yourself second

• Consider audience, reach...
RSS: Your New BFF
• RSS Feeds & Readers
– Monitor individual website changes
• Blogs
• News
• Pubmed

– Monitor the entire...
What Online Tools Should
I Use?
Application

Good for

How To Use

LinkedIn

Professional
networking

•Personal brand
•Job...
Your LinkedIn Profile
• Should be as complete as resume
– Headline: relate to personal brand
– Use action words and bullet...
Leveraging LinkedIn Groups
• Benefits
– Directly email any group member (check out
our howto)
– Can post questions to grou...
Scientists on Twitter?
Term
ScienceOnline Oceans
2013 #sciooceans
Western Society of
Naturalist Meeting
#wsn2013
Deep Sea ...
12

© Comprendia, LLC All rights reserved.
Basics
• Overview
– Provide 140 character updates, AKA
‗microblogging‘
– @[user] to send a public message (reply)
– D [use...
Tactics
• Fill out profile completely and carefully
• Get followers
– Target: 1,000
– To be followed, you must follow
• Tw...
Ways To
• WordPress
– Hosted blog at wordpress.com, or get a
server, host your own ($7/month)
– Most flexible, our favorit...
Blog Networks

Link and courtesy @brianreid

16

© Comprendia, LLC All rights reserved.

Finding blogs:
•ScienceSeeker
•Re...
17

© Comprendia, LLC All rights reserved.
Google Yourself
• Google Author Rank
– Your Google+ network affects search results
– Big for your personal brand
– Wackado...
• ScienceOnline
– Cultivating science sharing online

• ScioSD Satellite Mission: get more local
scientists online
– Provi...
Facebook
• Living in the 10‘s=professional FB
presence
–
–
–
–

Manage privacy
Change to work name
Keep politics at a mini...
Get Creative
• Ocean science is
INTERESTING
• Use ―Millennial‖ tools
• Outreach

• Can take many forms
• Great way to netw...
Packaging Yourself
• All good marketers have a ―30
second commercial‖ that
summarizes their product—make
one about you!
–
...
Getting Started
• Determine your personal brand
• Start small
–
–
–
–

LinkedIn, Google+ Profile
Share your brand on Faceb...
Questions?
• Twitter
– @Comprendia
– @SDBN

• LinkedIn
– www.linkedin.com/in/marycanady

• Facebook
– Facebook.com/compren...
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Personal Branding Through Social and Digital Media

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Mary Canady's presentation to marine biologists at San Diego State University November 28th 2013.

Published in: Social Media, Technology
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Personal Branding Through Social and Digital Media

  1. 1. Personal Branding Through Social and Digital Media SDSU Coastal and Marine Institute Laboratory November 18, 2013 Mary Canady Comprendia LLC comprendia.com/cmil
  2. 2. 2 © Comprendia, LLC All rights reserved.
  3. 3. Who Am I? •Then –Trained as a biochemist –Always gravitated to online tools & pretty pictures –Loved bench work and organizing events •Now –Comprendia/San Diego Biotechnology Network •Network of 20,000 •Marketing, events, writing, speaking •Results –People find me easily for business (and speaking!) –I have found my niche and am happy 3 © Comprendia, LLC All rights reserved.
  4. 4. 4 © Comprendia, LLC All rights reserved.
  5. 5. Your Personal • Strategy – What‘s your personal brand? • ‗Research‘ your interests, goals – How does your current research translate to job market? – What gets you up in the morning? • Tactics – Online: LinkedIn, Twitter, Blog, Google – ScienceOnline – Be creative 5 © Comprendia, LLC All rights reserved.
  6. 6. General Guidelines • It‘s not all about you – Provide resources first, promote yourself second • Consider audience, reach and goals when communicating – Public? Scientists? – What are my institution‘s policies? – Always ―test the waters‖ by watching and asking first • Use IRL values when communicating – Don‘t rush to judgment • Consider pseudonymity fully before deciding 6 © Comprendia, LLC All rights reserved.
  7. 7. RSS: Your New BFF • RSS Feeds & Readers – Monitor individual website changes • Blogs • News • Pubmed – Monitor the entire web • Tools – – – – 7 Look for orange RSS symbol & subscribe Google Alerts: a ‗catch all‘ Aggregate with Yahoo Pipes Use Feedburner to send daily emails © Comprendia, LLC All rights reserved.
  8. 8. What Online Tools Should I Use? Application Good for How To Use LinkedIn Professional networking •Personal brand •Job hunting •Leads •Complete profile •Join/start groups •Engage Twitter Sharing information with short updates •Personal brand •Connecting via content •Events •Find a niche •Follow hashtags/users Blog Dynamic website with daily-weekly articles •Personal brand •Connecting with peers •Create blog acc. To brand •Find others, interact via comments/Twitter Google+ 8 Description Social networking ―back layer‖ •Sharing information •Increasing search engine visibility •Hangouts •Add colleagues to circles •Join communities •Use Hashtags Recent presentation Academics Presence Online © Comprendia, LLC All rights reserved.
  9. 9. Your LinkedIn Profile • Should be as complete as resume – Headline: relate to personal brand – Use action words and bullets – Add past relevant positions with information for each, helps others find you (leave out the Olive Garden) • • • • Get a ‗vanity‘ URL, add to business card Add a head shot Check for spelling errors! Link to your company or sites of interest (blog!) • Include complete contact information • Get recommended 9 © Comprendia, LLC All rights reserved.
  10. 10. Leveraging LinkedIn Groups • Benefits – Directly email any group member (check out our howto) – Can post questions to group – Searches give more results • Join up to 50 groups • Choose large, relevant, active groups – Your posts will not be seen in spam-y groups • Lots of great discussions going on – Antibodies, recombinant proteins, medicinal chemistry… – See our tips and list to start 10 © Comprendia, LLC All rights reserved.
  11. 11. Scientists on Twitter? Term ScienceOnline Oceans 2013 #sciooceans Western Society of Naturalist Meeting #wsn2013 Deep Sea News #deepsn Science Communication #scicomm 11 © Comprendia, LLC All rights reserved. # Tweets 6,700 466 75/day 120/day
  12. 12. 12 © Comprendia, LLC All rights reserved.
  13. 13. Basics • Overview – Provide 140 character updates, AKA ‗microblogging‘ – @[user] to send a public message (reply) – D [user] to send private message (DM) – #[text] is a ‗hashtag‘ to follow events, subjects, or chats • Follow based on content, don‘t need to know – Hint: this is huge for meeting people • Provide information based on your brand • Should be a conversation if you‘re doing it right! 13 © Comprendia, LLC All rights reserved.
  14. 14. Tactics • Fill out profile completely and carefully • Get followers – Target: 1,000 – To be followed, you must follow • Twitterer will be sent message that you are following • Search Twitter, Social Mention for terms (e.g., ‗marine biology‘) • Conference hashtags (#sciooceans) • Twitter will make suggestions for who to follow • Provide content from RSS or other Twitterers • Engage with Twitterers 14 © Comprendia, LLC All rights reserved.
  15. 15. Ways To • WordPress – Hosted blog at wordpress.com, or get a server, host your own ($7/month) – Most flexible, our favorite • Blogger – Only offers hosted solutions • Tumblr – Less flexible, hard to write a post with both image and text • Join an existing blog network 15 © Comprendia, LLC All rights reserved.
  16. 16. Blog Networks Link and courtesy @brianreid 16 © Comprendia, LLC All rights reserved. Finding blogs: •ScienceSeeker •Researchblogging
  17. 17. 17 © Comprendia, LLC All rights reserved.
  18. 18. Google Yourself • Google Author Rank – Your Google+ network affects search results – Big for your personal brand – Wackadoodles can be silenced • Google+ – Add colleagues using G+‘s tools – Share information – Join groups, share hashtags • Set up a Google Scholar Profile • What‘s working well for others? 18 © Comprendia, LLC All rights reserved.
  19. 19. • ScienceOnline – Cultivating science sharing online • ScioSD Satellite Mission: get more local scientists online – Providing resources, events – Space for local bloggers • Monthly hangouts to learn about social media – Google+, Website, YouTube • Happy Hour Dec. 4th, join us! 19 © Comprendia, LLC All rights reserved.
  20. 20. Facebook • Living in the 10‘s=professional FB presence – – – – Manage privacy Change to work name Keep politics at a minimum No passed out photos • Follow marine science pages, engage • Live your brand? You decide. 20 © Comprendia, LLC All rights reserved.
  21. 21. Get Creative • Ocean science is INTERESTING • Use ―Millennial‖ tools • Outreach • Can take many forms • Great way to network • Provide resources to news outlets 21 © Comprendia, LLC All rights reserved.
  22. 22. Packaging Yourself • All good marketers have a ―30 second commercial‖ that summarizes their product—make one about you! – – – – • • • • 22 Short summary Your ―Position‖ What you‘re looking for First 10 seconds should ―stand alone‖ for quick introductions (1-2 sentences) Write it down Practice Practice Practice © Comprendia, LLC All rights reserved.
  23. 23. Getting Started • Determine your personal brand • Start small – – – – LinkedIn, Google+ Profile Share your brand on Facebook Volunteer to manage MEBSA Twitter ScioSD bloggers? • Be creative • Start NOW 23 © Comprendia, LLC All rights reserved.
  24. 24. Questions? • Twitter – @Comprendia – @SDBN • LinkedIn – www.linkedin.com/in/marycanady • Facebook – Facebook.com/comprendia • Blog – Sdbn.org – Comprendia.com • Slideshare – www.slideshare.net/marycanady 24 © Comprendia, LLC All rights reserved.

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