Your Online Brand


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Your Online Brand -- How it affects you and your corporation. (Singapore Context)

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Your Online Brand

  1. 1. Your Online Brand– how it affects you and your corporation. By Robin Low
  2. 2. You are as good ashow people perceive you. perception
  3. 3. are you using social media? If you are a young adult, the chances are – Yes, you are using Social Media to connect with your friends. Do you have a blog, Facebook account, Twitter account? Do you leave comments on blogs or forums?
  4. 4. digital footprintInternet users are becoming more aware of their digitalfootprintMost internet users are not concerned about the amount ofinformation availableMost do not take steps to limit that informationFully 60% of internet users say they are not worried abouthow much information is available about them onlineMajority of online adults (61%) do not feel compelled to limitthe amount of information that can be found about themonline. 2008 PEW RESEARCH CENTER
  5. 5. I know you Anyone can tell a great deal about you from your digital footprints. - where youve been - where you are - who you know - where you work - what your hobbies are - what you think about certain issues -and much more.
  6. 6. why should people be concerned?HR departments, recruiters, universities are searchingthe Internet when you Interact with them.Theyre looking to:a) validate what your actual resume saidb) learn more about you … in a non officeenvironmentGOOGLE is a very common tool!In essence, your digital footprint is your resume.
  7. 7. generation Y, the millennialsGen Y, are major drivers of the next threetrends.Uploading audio, video and other mediasharing.Communicate via text-messaging, Twitterand instant-messaging over e-mail.Keeping in touch with each other online viasocial-networking sites.
  8. 8. why should you beconcerned?
  9. 9. Differentiation 1998 No of people• Graduating in China– 800,000• Graduating in Canada– 1,000,000 2008 No of people• Graduating in China– 7,800,000• Graduating in Canada– 1,250,000• India ??? and World Socialist Web Site
  10. 10. Globalization• Developed nations outsourced manufacturing and white collar jobs.-- less jobs for their people• Job insecurity, mergers and acquisition• Job competition – many people with similar skills globally compete for same job• World travelers – people are free to travel across borders freely
  11. 11. Understanding your Digital Footprint
  12. 12. properties of social media1. Persistence. What you say sticks around. This is great for asynchronicity, not so great when everything youve ever said has gone down on your permanent record.2. Replicability. You can copy and paste a conversation from one medium to another, adding to the persistent nature of it. This is great for being able to share information, but it is also at the crux of rumor spreading.
  13. 13. properties of social media (cont)• 3. Searchability. It is quite easy to track someone down or to find someone as a result of searching for content. Search changes the landscape, making information available at our fingertips.• 4. Scalability. Social media scales things in new ways. Conversations that were intended for just a friend or two might spiral out of control and scale to the entire school or, if it is especially embarrassing, the whole world.• 5. (de)locatability. With the mobile, you are dislocated from any particular point in space, and location-based technologies make location much more relevant. This paradox means that we are simultaneously more and less connected to physical space.
  14. 14. dynamics of social media1. Invisible Audiences. We are used to being able toassess the people around us when were speaking.We can adjust to our audience. Social mediaintroduces all sorts of invisible audiences.There are lurkers who are present at the moment butwhom we cannot see, but there are also visitors whoaccess our content at a later date or in a differentenvironment than where we first produced them.As a result, we have to present ourselves andcommunicate without fully understanding thepotential or actual audience. The potential invisibleaudiences can be stifling.
  15. 15. dynamics of social media (cont)2. Collapsed Contexts. In choosing what to say when, we account for both the audience and the context more generally. Social media brings all of these contexts crashing into one another and its often difficult to figure out whats appropriate, let alone what can be understood.3. Blurring of Public and Private. These distinctions are normally structured around audience and context with certain places or conversations being "public" or "private." These distinctions are much harder to manage when you have to contend with the shifts in how the environment is organized.
  16. 16. google youIts critical to learn how to monitorand manage electronic informationabout yourself.You cant control all the informationYou can ensure that your digitalfootprint presents an accurate,favorable, and professional image of
  17. 17. google youGoogle yourself (yes Google is nowa verb) and find out what informationabout you — if any — is alreadyonline.You may find very little is linked toyour name, or you may discovermuch more information about youthan you anticipated.
  18. 18. Hi I’m Robin Low…••••••••••••••••
  19. 19. YOUIf an online search of yourselfreveals items that you wouldntwant hiring managers to see, suchas photos or commentary youposted in an open forum, contactthe person who posted theinformation or the websiteadministrator to ask that it betaken down.
  20. 20. YOUNot happy with the results?Re-evaluate your participationhabits and make adjustments.It is never too late or too earlyto start and rebrand yourself.
  21. 21. Personal BrandingPersonal Branding
  22. 22. • Today, staying in a company for a long period of time is a rare phenomenon. The median years a person stays in one job is 4.1 years (2008), an average person will have to have 7-10 jobs. With that 4.1 median years of employee tenure, the person has to have multiple of jobs. Of course, there will be people who can stay in 3-4 jobs throughout their lifetime. It depends on education, age, and gender.• Your personal brand will the constant in the ultra dynamic environment, where you must demonstrate values to attract opportunities that align with your skills, passions and strengths. •More information here:
  23. 23. what is personal branding?• The process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal.• In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence. -- Dan Schawbel
  24. 24. why is personal branding important?• "18% of working college graduates report that their employer expects some form of self- marketing online as part of their job.“-- Digital Footprints, Pew Internet and American Life Project, December 2007.• "22% of managers screen their staff using social networks and 10% of admissions officers verify potential students using social networks.“-- & Kaplan• "There are 1.5 million graduating college students for 2009 and employers are only hiring 1.3% more of them. Differentiation through branding is imperative for success."-- Hartford Courant & WSJ
  25. 25. personal branding as corporate strategy• Talent development – employees have power to deliver on the corporate brand promise in individual ways.• When staff is fully engaged, individuality is unearthed, embraced and nurtured – companies get the best, not the most.• Human capital is a company’s greatest asset and individual personal brand can increase the reach of corporate brand.
  26. 26. why is personal branding important to corporate?• 90% of Social Media Crisis are created internally by lack of or poor social media policies.• Communications not filtered down properly from top, employees feel detached and not engaged.• Employees who are engaged will be more loyal, productive and can spread the corporate brand!
  27. 27. Process
  28. 28. A well-executed personal branding campaigncreates a strong, consistent, and specificassociation between the individual and theperceived value they offer. Personal branding iscommon among entertainment, political, andsports figures. In business, individuals such asDonald Trump, Martha Stewart, and Jack Welchhave created enormous personal visibility andsuccess by actively promoting their personalbrands. Donald Trump will show you how to getrich. Martha Stewart will show you how to lookgood. Jack Welch will show you how to managea business.
  29. 29. Personal branding typically begins withestablishing an inventory of corecompetencies, expertise, demonstratedabilities, and existing level of recognition,informed by market research or feedback.Questions to be answered revolve aroundwho needs to know about you, what needare you best-positioned to fill, and whatdifferentiates you from others in your fieldor space?
  30. 30. Personal Branding consists of three elements:• Value Proposition: What do you stand for?• Differentiation: What makes you stand out?• Marketability: What makes you compelling?
  31. 31. keep it real• Branding is not bragging. Many people label themselves as "Gurus", "Experts" or "world renowned", and those who are not will run the risk of being exposed. Sincerity and being authentic will build trust which is important when building relationships. Like romantic relationships, genuineness, openness and being up front from the start are important for personal branding as well. Maintaining open communication and assuming accountability for your actions is also key.
  32. 32. visibility creates opportunity
  33. 33. success is being prepared for opportunity• Though this saying is true, opportunity usually comes with visibility. (E.g. Susan Boyle)• Other ways of getting visibility is networking.
  34. 34. Opportunities and advancements willarise through networking andvisibility.Effective brand messaging can createawareness and create opportunities.Visibility also allows you to spreadinfluence within your company orindustry, capturing the attention ofpeers and convincing them of yourabilities while establishing trust andmutual respect.
  35. 35. Networking
  36. 36. networking• Networking can help in getting things done.• Whether internally (within a company) or externally, know other people can improve communications.• Knowing more people can allow you to spread your influence and get discovered, otherwise you can get more ideas.
  37. 37. The dos and donts of effective networking1. Reach out. Stay connected2. Meet, talk and listen. No one is too insignificant, too old, too young, too vague or too remote until you have spoken and interacted with them.3. Network with your own sort and reach out to those who are beyond your professional realm.4. Develop your communication skills, you will not only win contacts and clients but friends for life.5. Be your best. People size you up during the first 15 seconds after you are introduced.6. Give and receive -- Give in order to receive.
  38. 38. everyday celebrity• Every wondered how some regular individuals rose to celebrity status and what opportunities it brings? “Opportunity has no birth date, though it most definitely has an expiration date.”
  39. 39. “Your message is what will define you.”
  40. 40. even the badmessages
  41. 41. Case Study 1: The story of 2 Engineers.
  42. 42. I have 2 friends, both engineers andgraduates from the top university inSingapore. After graduating from theUniversity, Mr Ng got a good projectmanagement job at a large internationalcompany; Mr Ho decided to work for alocal investment company as the financialsector interests him more.
  43. 43. After 8 yearsMr Ng and Mr Ho took courses to further theirfinancial education together.Mr Ng for his personal interest.Mr Ho as part of his job requirement.Mr Ng started his blog and got into investmenton his own on the side.After making some money, Mr Ng actually wrotea book and published it.Mr Ho worked for the company but did not reallyapply his knowledge for his personalinvestments.
  44. 44. 2 Years laterMr Ng published his book and it was sold atseveral bookstores. Even the library carried it.Mr Ng got an offer from Mr Ho’s company andeven without any financial experience from hisprevious job, Mr Ng became the boss of Mr Ho’smanager.Mr Ho still kept his knowledge to himself andnever discussed his work and vast knowledgeand experience, hiding his talent.Mr Ng is now a few levels up the bureaucracy asthe vice president of Mr Ho’s department as heshowed his knowledge, networked and was veryvisible with his book.
  45. 45. 2 people having the same qualification, relativelythe same knowledge, but the end result is muchdifferent when you network to show your talents.Getting known really does open doors and creategreat opportunities. Do not hide your talent andskills.
  46. 46. Brand perception makes 90 percent of the brand.
  47. 47. Try out social media There is nothing to be afraid of Twitter: robin_low Blog: Facebook: LinkedIn: