Building Your Career;
Building Your Brand(s)

Social Media and the
Financial Professional
Presented to the Pennsylvania In...
Social Networks –
A New Take On Old Tools

Ron Casalotti 10/24/2013

2
Hi, I‟m Ron
A social media professional since 1997,
curated communities for 10 years on AOL in
Community and Social Messag...
SOCIAL MEDIA AND THE FINANCIAL PROFESSIONAL:
BUILDING YOUR CAREER; BUILDING YOUR BRAND(S)
•

Why Get Involved in social me...
Example of Social Media Guidelines

Ron Casalotti 10/24/2013

5
WHY GET INVOLVED IN SOCIAL MEDIA?

BECAUSE THAT’S WHERE COMPANIES
ARE LOOKING FOR (SOMEONE LIKE) YOU

Ron Casalotti 10/24/...
You Are a Brand
(Yes, You Are)

Ron Casalotti 10/24/2013

7
Let‟s Review the Elements of a Brand
• Name
• Coca Cola
• Logo
•
•
•
•
•
•

Slogan
Coming Together
Differentiation
#1 Bran...
The Elements Of A Personal Online
Brand – The Same
• Name
• Ron Casalotti
• Logo = Image
• Slogan = Headline
• Social Medi...
Reality, What a Concept
-- Robin Williams

Like it or not, there‟s one social media
formula you must always keep in mind:
...
Be Your Own Social Media Auditor
How you are perceived online is how you
will be judged.
• “Google” Yourself (quarterly)
•...
Why LinkedIn?
•

LinkedIn is just a place for résumés •
right?
Well, yes and no. Over the past ten
years, LinkedIn has mor...
LinkedIn Profile Best Practices
Headline section
Outdated

Ron Casalotti 10/24/2013

13
LinkedIn Profile Best Practices
Headline section
Optimized

Outdated

Professional
Headshot

Full Descriptive
Title

Conta...
LinkedIn Profile Best Practices
Summary section – your „elevator pitch‟‟
Outdated
•

For Many Professionals this section
d...
LinkedIn Profile Best Practices
Summary section – your „elevator pitch‟
Outdated
•

•

For Many
Professionals this
section...
LinkedIn Profile Best Practices
Work experience section
Outdated
The example below lacks
detail that would display what
th...
LinkedIn Profile Best Practices
Work experience section
Outdated

Optimized

The example below lacks
detail that would dis...
LinkedIn Profile Best Practices
LinkedIn Skills & Expertise Module
Outdated
This new section, added by
LinkedIn in August ...
LinkedIn Profile Best Practices
LinkedIn Skills & Expertise Module
Outdated

Optimized

This new section, added by
LinkedI...
LinkedIn Profile Best Practices
Missing LinkedIn sections
Outdated

• Many LinkedIn Profiles lack
the optional sections th...
LinkedIn Profile Best Practices
Missing LinkedIn sections
Outdated

• Many LinkedIn Profiles lack
the optional sections th...
The Big 4 (No, not THAT Big 4)

23
Ron Casalotti 10/24/2013
First Optimize; Then Leverage
1. Adjust your Privacy Settings.
2. Optimize your profile. - Must Haves:
1.
2.
3.
4.
5.

Pic...
LinkedIn 101: Everything On One Slide
•
•
•

•

•

LinkedIn = Social Media Social Business.
LinkedIn connects you to peopl...
What About Other Social Networks?

Ron Casalotti 10/24/2013

26
o Google+

What About Other Social Networks?

• Twitter
• Slideshare
• Google+

Ron Casalotti 10/24/2013

27
Twitter: A “one to many” broadcast system
• Your microphone to the world…
• Announce news
• Share others‟ updates on your
...
Twitter: Follow Key Influencers via
Twitter‟s one-way connection
•

•
•
•
•

•
•

Identify people that matter
• Find HR/Ta...
Twitter: Best Practices
•

•
•

•
•
•
•

Tweet things of interest -- a mix of professional and
personal
If you have one, i...
Slideshare & Google+
Slideshare (www.slideshare.net)
•

Typically used to publish PowerPoint
and PDF presentations

•

But...
Why Go Through All of This, Is It
Really Worth It?
Yes. One of the intrinsic “hooks” of social media is that people bond
w...
Why Use Social Media for Job
Search?

Ron Casalotti 10/24/2013

33
Q&A
Q&A
Ron Casalotti
Up Next:
WORKSHOP:
Leveraging LinkedIn to Get a Job

Associate Director Social Media for
KPMG LLP. A...
Q&A

WORKSHOP:
Using Social,
Let‟s Find a Job!

Tweeting from today‟s event? Use:

#PICPAsocial
Ron Casalotti 10/24/2013

...
Social Networking – Old School Style

Ron Casalotti 10/24/2013

36
Which External Social Networks
Should We Use:

Personal
Topic Sharing
Discussions
Subject Matter Expertise

Broadcast...
LinkedIn - Check Out Your Profile -- If
You Don‟t.. Well, They Already Did

Fact: Before they meet you,
call you,
consider...
Q

Job Seekers Mantra:
& A after me)
(repeat

LEVERAGE LINKEDIN

Ron Casalotti 10/24/2013

39
LIVE DEMO

Q
Live&
A

Let‟s quickly change this minimal
profile
Into an effective electronic billboard

Ron Casalotti 10/2...
Leveraging LinkedIn: Building
Subject Matter Expertise
•

Share Items of Interest You
Find Online As a Status
Update

•

J...
Quick Guide:
Updating Your
LinkedIn Status
With a TL Item:

Ron Casalotti 10/24/2013

42
INTERNAL USE ONLY
Quick Guide: Updating Your LinkedIn
Groups With a TL Item:

Ron Casalotti 10/24/2013

43
Job Opportunity Sources
LinkedIn Job Search

Q&A
•

Bonus benefit: Your (now optimized ) LinkedIn
profile is sent along wi...
Finding a Job: Getting Noticed

Ron Casalotti 10/24/2013

45
You‟ve Got To Understand The Game
You THINK Your Application Is
Reviewed by a Sentient Being…

Not so much.. At Least at F...
Approach The Process As a Series
of Individual Challenges –
Customized For Each Job
Beat the Machine – Give the ATS (Taleo...
Do I Still Need a Résumé?
•

Yes, you do, for uploading
to the company‟s ATS to
accompany your
application and to have
ava...
Head Games: A Decent Foreigner
Song – a Dangerous Job Search Pitfall
Bouncing Back from Job Loss: The 7 Habits
of Highly E...
It‟s Simple: Adapt, Or Die

Don’t Be
This Guy

Ron Casalotti 10/24/2013

50
Q&A
Q&A
Ron Casalotti

Next Up: Happy Hour!

Associate Director Social Media for
KPMG LLP. All thoughts expressed
in this ...
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Social media and the financial professional - Build Your Career; Build Your Brand(s)

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Social Media and the Financial Professional:
Building Your Career; Building Your Brand(s) 

Presented by Ron Casalotti to the Pennsylvania Institute of Certified Public Accountants (PICPA) October 24, 2013 at The Field House in Philadelphia. Members and others gathered to learn more about creating and cultivating an online presence and how to leverage social media, and in particular LinkedIn, as a job search tool.

AGENDA

Why Get Involved in social media?
LinkedIn – The Top Social Network for Career Advancement
What about the other social networks?
Q&A
Workshop – Using Social, Let’s Find a Job!

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  • Pull up Sue’s Twitter Page for live demoSue discusses who she follows, what she postsDemo live tweet
  • Social media and the financial professional - Build Your Career; Build Your Brand(s)

    1. 1. Building Your Career; Building Your Brand(s) Social Media and the Financial Professional Presented to the Pennsylvania Institute of Certified Public Accountants by Ron Casalotti October 24, 2013
    2. 2. Social Networks – A New Take On Old Tools Ron Casalotti 10/24/2013 2
    3. 3. Hi, I‟m Ron A social media professional since 1997, curated communities for 10 years on AOL in Community and Social Messaging; led the B2B user participation effort at BusinessWeek; spearheaded social media from the PR/Communications department at Bloomberg L.P; and currently champion social media at KPMG LLP from Digital Marketing for both firm and partner business development. All thoughts expressed on social media sites, and in this presentation, are my own and not necessarily those of my employer. Follow Me on Twitter: @roncasalotti Ron Casalotti 10/24/2013 Associate Director Social Media 3
    4. 4. SOCIAL MEDIA AND THE FINANCIAL PROFESSIONAL: BUILDING YOUR CAREER; BUILDING YOUR BRAND(S) • Why Get Involved in social media? • LinkedIn – The Top Social Network for Career Advancement • What about the other social networks? • Q&A • Workshop – Using Social, Let‟s Find a Job! Tweeting from today‟s event? Use: #PICPAsocial Ron Casalotti 10/24/2013 4
    5. 5. Example of Social Media Guidelines Ron Casalotti 10/24/2013 5
    6. 6. WHY GET INVOLVED IN SOCIAL MEDIA? BECAUSE THAT’S WHERE COMPANIES ARE LOOKING FOR (SOMEONE LIKE) YOU Ron Casalotti 10/24/2013 6
    7. 7. You Are a Brand (Yes, You Are) Ron Casalotti 10/24/2013 7
    8. 8. Let‟s Review the Elements of a Brand • Name • Coca Cola • Logo • • • • • • Slogan Coming Together Differentiation #1 Brand in the U.S. (Diet Coke #2) Consistency Consistent across all media Ron Casalotti 10/24/2013 8
    9. 9. The Elements Of A Personal Online Brand – The Same • Name • Ron Casalotti • Logo = Image • Slogan = Headline • Social Media Professional – Providing leadership and guidance for business organizations • Differentiation = Summary • A social media professional since 1997… • Consistency = The Same • Consistent across all SOCIAL media Ron Casalotti 10/24/2013 9
    10. 10. Reality, What a Concept -- Robin Williams Like it or not, there‟s one social media formula you must always keep in mind: Perception = Reality = Reputation Ron Casalotti 10/24/2013 10
    11. 11. Be Your Own Social Media Auditor How you are perceived online is how you will be judged. • “Google” Yourself (quarterly) • Review Your Social Media Activity – Use a Third Party Social Network Monitor • Ex. Reppler • Leverage Social Media To Build Your Brand Ron Casalotti 10/24/2013 11
    12. 12. Why LinkedIn? • LinkedIn is just a place for résumés • right? Well, yes and no. Over the past ten years, LinkedIn has morphed from a job-search tool – an electronic repository of résumés and CVs – to a fully realized business networking, lead generation, brand building, thought leadership promoting, personal online reputation enhancing professional network. But it‟s still essential for job search. Why should I care? LinkedIn is the recognized “professional network” online and it‟s where people find out about – you. Simply put, LinkedIn has so much Google page-rank value, that if you do a Google search on the first and last name of anyone who has a LinkedIn profile, no matter how minimal, it will be the in top 1-2 results returned by a Google search. Try it yourself. • So, it’s a business intelligence tool? • Yes. While still an effective way of connecting talent with opportunities, professionals from all ranks involved in B2C and B2B, SMB and large and mid-capitalized companies, and sole proprietors and entrepreneurs have found value in the cumulative knowledge and networked resources and search features LinkedIn provides. What does that mean? It means that if someone gets your name and they look you up on Google their first impression of you will (likely) be your LinkedIn profile. Reason enough for it to be optimized. Ron Casalotti 10/24/2013 12
    13. 13. LinkedIn Profile Best Practices Headline section Outdated Ron Casalotti 10/24/2013 13
    14. 14. LinkedIn Profile Best Practices Headline section Optimized Outdated Professional Headshot Full Descriptive Title Contact Info Which would you rather do business with? Ron Casalotti 10/24/2013 14
    15. 15. LinkedIn Profile Best Practices Summary section – your „elevator pitch‟‟ Outdated • For Many Professionals this section does not yet exist. • Added to LinkedIn in early 2012, existing profiles lack the Summary section -100-200 words describing you as a professional, with experience and skills indicating your subject matter expertise – regardless of employer. Ron Casalotti 10/24/2013 15
    16. 16. LinkedIn Profile Best Practices Summary section – your „elevator pitch‟ Outdated • • For Many Professionals this section does not yet exist. Added to LinkedIn in early 2012, existing profiles lack the Summary section -- 100-200 words describing you as a professional, with experience and skills indicating your subject matter expertise – regardless of employer. Optimized Here is an effective Summary section. Note the listing of skills in the last sentence. This is critical for Search Engine Optimization Skills and expertise earned throughout your career Specialties listed as key words Ron Casalotti 10/24/2013 16
    17. 17. LinkedIn Profile Best Practices Work experience section Outdated The example below lacks detail that would display what this partner has accomplished and is currently responsible for at his current employer. Ron Casalotti 10/24/2013 17
    18. 18. LinkedIn Profile Best Practices Work experience section Outdated Optimized The example below lacks detail that would display what this partner has accomplished and is currently responsible for at his current employer. This optimized experience section allows the reader to see at a glance the role the you play (or played) within your company. Full, Descriptive Title Detailed Job Description Which is better for potential employers to see if you are the right candidate to contact for their opening? Ron Casalotti 10/24/2013 18
    19. 19. LinkedIn Profile Best Practices LinkedIn Skills & Expertise Module Outdated This new section, added by LinkedIn in August of 2012, is often missing from older LinkedIn profiles. These “endorsements” of your skills – some self-identified, others added by your connections – do not carry much weight, but they are an indication how others view your professional skills and appeal to the quid-pro-quo nature of social netowrking. Ron Casalotti 10/24/2013 19
    20. 20. LinkedIn Profile Best Practices LinkedIn Skills & Expertise Module Outdated Optimized This new section, added by LinkedIn in August of 2012, is often missing from older LinkedIn profiles. These “endorsements” of your skills – some self-identified, others added by your connections – do not carry much weight, but they are an indication how others view your professional skills and appeal to the quid-pro-quo nature of social netowrking. Ron Casalotti 10/24/2013 20
    21. 21. LinkedIn Profile Best Practices Missing LinkedIn sections Outdated • Many LinkedIn Profiles lack the optional sections that help describe you as both a professional, and a human being. • People like to do business with people they like, and these extra sections humanize you and elevate points of common interest that may register with potential clients • Sections to add (if appropriate) Ron Casalotti 10/24/2013 21
    22. 22. LinkedIn Profile Best Practices Missing LinkedIn sections Outdated • Many LinkedIn Profiles lack the optional sections that help describe you as both a professional, and a human being. • • Optimized • Publications: You can add links to items you authored – or co-authored – and link to the web page where they can be found • Certifications: Are you a Certified or Chartered Accountant or other official People like to do business with appellation? Add it to this people they like, and these section extra sections humanize you • Associations: A member of and elevate points of common the AICPA, PICPA, CIMA or other interest that may register with professional associations? potential clients Add to this section • Organizations: Do you contribute your time to nonSections to add (if appropriate) Ron Casalotti 10/24/2013 22 profit organizations or belong to other appropriate
    23. 23. The Big 4 (No, not THAT Big 4) 23 Ron Casalotti 10/24/2013
    24. 24. First Optimize; Then Leverage 1. Adjust your Privacy Settings. 2. Optimize your profile. - Must Haves: 1. 2. 3. 4. 5. Picture (Professional headshot) Headline: Descriptive Title (Not just your job title) Add a Summary (your emp;oyer agnostic elevator pitch) Current Position job details in Experience section Add 10 Skills/Expertise items to Summary and Skills module 3. Become comfortable with the website (or free app). 1. Visit once a week, minimum. 2. Scroll the Home feed. Look/listen. Click around. 3. Add content as an update (promote your interests/subject matter expertise) 4. Communicate when you connect. 1. Personalize every invitation, they‟re accepted more often. More on how to leverage in the Workshop
    25. 25. LinkedIn 101: Everything On One Slide • • • • • LinkedIn = Social Media Social Business. LinkedIn connects you to people, industries, topics relevant to your career goals. Fact: Employers are looking at you. Own your brand. How do you look to them? Are you hurting your chances by not being where they are or looking out of touch or out of date? A.B.C. - Always Be Connecting. It’s business, not a best friends club. You never know who‟ll have a lead or for you. Share Your Story: You’re not a bullet list. Profile “Must Have‟s”: - Picture - Summary - Relevant/Current Experience - Skills / Expertise (List 10+ things, areas, service facets, keywords you know and do) This moment is your “why” Ok.. Go! (10 minutes / week...) Step One: Take a deep breath. Step Two: Go to Settings > Privacy Controls > Click “Turn Activity Broadcast Off” Top right of screen under your name and first option in middle. Why? Now no one will see your edits or updates. Feel free to click around and get comfortable updating. Turn “Activity Broadcast On” when done Step Then: - Add Orgs / Boards / Certifications - Join relevant groups/connect to companies‟ HR. Three: Add the “Must Have‟s” Step Four+: Be social. Connect. Listen. Share!
    26. 26. What About Other Social Networks? Ron Casalotti 10/24/2013 26
    27. 27. o Google+ What About Other Social Networks? • Twitter • Slideshare • Google+ Ron Casalotti 10/24/2013 27
    28. 28. Twitter: A “one to many” broadcast system • Your microphone to the world… • Announce news • Share others‟ updates on your subject matters of interest • Share your thought leadership • Solicit opinion • Show appreciation • Short form communication – 140 characters TOTAL (we suggest less)
    29. 29. Twitter: Follow Key Influencers via Twitter‟s one-way connection • • • • • • • Identify people that matter • Find HR/Talent Acquisition professionals at target employers Follow their Twitter handle React to their postings with your POV Respond via @Messaging (i.e. @roncasalotti) Retweet (relay to your followers) their postings See who they follow and follow key users Do not automatically follow those who follow you
    30. 30. Twitter: Best Practices • • • • • • • Tweet things of interest -- a mix of professional and personal If you have one, include a link for others to click to “find out more” Use a link shortener rather than posting the full link to save space for your message (ex. goo.gl) Forget 140 characters – aim for 120 (including link) to allow others to retweet with comment Always follow social media good conduct standards (self-edit) Include a personal disclaimer Keep current – 2-3 times/week
    31. 31. Slideshare & Google+ Slideshare (www.slideshare.net) • Typically used to publish PowerPoint and PDF presentations • But, can also be used to post a copy of your CV/resume Google+ (https://plus.google.com/) • If you have a Google account (i.e., gMail) you have a Google+ page • So, fill out your profile there and post the same updates you put on Twitter and LinkedIn Ron Casalotti 10/24/2013 31
    32. 32. Why Go Through All of This, Is It Really Worth It? Yes. One of the intrinsic “hooks” of social media is that people bond with others who possess similar interests – the “people like me” principle. • Exposure: Going to where “people like me” already are online allows you to expose your thought leadership and subject matter knowledge to a new audience of potential connections • Engagement: Your participation, adding new content, sharing and commenting on content posted by others, often leads to an online discussion or, on LinkedIn, a request to “connect” • Connection: A LinkedIn connection forms a bond (albeit classified as “weak”) that also shares contact info between the connected parties. • Conversion: Making that online connection, establishing an initial relationship based upon similar interests in a business oriented topic and sharing contact info is also known as… … A Business (or Job) Lead Ron Casalotti 10/24/2013 32
    33. 33. Why Use Social Media for Job Search? Ron Casalotti 10/24/2013 33
    34. 34. Q&A Q&A Ron Casalotti Up Next: WORKSHOP: Leveraging LinkedIn to Get a Job Associate Director Social Media for KPMG LLP. All thoughts expressed in this presentation or in person are my own and not necessarily those of my employer. Let’s Connect! LinkedIn: http://www.linkedin.com/in/roncasalotti/ Twitter: @roncasalotti or http://twitter.com/roncasalotti Ron Casalotti 10/24/2013 34
    35. 35. Q&A WORKSHOP: Using Social, Let‟s Find a Job! Tweeting from today‟s event? Use: #PICPAsocial Ron Casalotti 10/24/2013 35
    36. 36. Social Networking – Old School Style Ron Casalotti 10/24/2013 36
    37. 37. Which External Social Networks Should We Use: Personal Topic Sharing Discussions Subject Matter Expertise Broadcast Immediate Alerts Subject Matter Expertise
    38. 38. LinkedIn - Check Out Your Profile -- If You Don‟t.. Well, They Already Did Fact: Before they meet you, call you, consider you, open up to you – they check *you* out (online) How? Via Google or LinkedIn  it’s the same! So, your profile must be optimized
    39. 39. Q Job Seekers Mantra: & A after me) (repeat LEVERAGE LINKEDIN Ron Casalotti 10/24/2013 39
    40. 40. LIVE DEMO Q Live& A Let‟s quickly change this minimal profile Into an effective electronic billboard Ron Casalotti 10/24/2013 40
    41. 41. Leveraging LinkedIn: Building Subject Matter Expertise • Share Items of Interest You Find Online As a Status Update • Join Relevant LinkedIn Groups and Share the Same Items There Comment and Share Items Posted By Others • Ron Casalotti 10/24/2013 41
    42. 42. Quick Guide: Updating Your LinkedIn Status With a TL Item: Ron Casalotti 10/24/2013 42 INTERNAL USE ONLY
    43. 43. Quick Guide: Updating Your LinkedIn Groups With a TL Item: Ron Casalotti 10/24/2013 43
    44. 44. Job Opportunity Sources LinkedIn Job Search Q&A • Bonus benefit: Your (now optimized ) LinkedIn profile is sent along with your application Target Company Career Pages Indeed.com or SimplyHired.com The Ladders.com PICPA and AICPA Everyone You Know! Ron Casalotti 10/24/2013 44
    45. 45. Finding a Job: Getting Noticed Ron Casalotti 10/24/2013 45
    46. 46. You‟ve Got To Understand The Game You THINK Your Application Is Reviewed by a Sentient Being… Not so much.. At Least at First Ron Casalotti 10/24/2013 46
    47. 47. Approach The Process As a Series of Individual Challenges – Customized For Each Job Beat the Machine – Give the ATS (Taleo, Kenexa, etc.) What It‟s Looking For In Terms of Keywords. Goal: Get passed along to the Talent Acquirer Q&A Give Good Phone – Practice Impressing the Talent Acquirer To Acquire the Target. Goal: Get passed along to the Hiring Manager Wow the Decision Maker(s) – Everything matters in face-to-face interviews. Be prepared! Goal: Get a job offer Ron Casalotti 10/24/2013 47
    48. 48. Do I Still Need a Résumé? • Yes, you do, for uploading to the company‟s ATS to accompany your application and to have available at interviews • Customize the top two sections (circled) to match each job • MS-Word doc format best • IMPORTANT: Use a neutral, job appropriate email address (Gmail works) Ron Casalotti 10/24/2013 48
    49. 49. Head Games: A Decent Foreigner Song – a Dangerous Job Search Pitfall Bouncing Back from Job Loss: The 7 Habits of Highly Effective Job Hunters Q&A By Margie Warrell 1. Stay future-focused 2. Don’t let your job status define you 3. Prioritize self-care 4. Surround yourself with positive people 5. Tap your network 6. Treat finding a job as a job 7. Extend kindness Ron Casalotti 10/24/2013 49
    50. 50. It‟s Simple: Adapt, Or Die Don’t Be This Guy Ron Casalotti 10/24/2013 50
    51. 51. Q&A Q&A Ron Casalotti Next Up: Happy Hour! Associate Director Social Media for KPMG LLP. All thoughts expressed in this presentation or in person are my own and not necessarily those of my employer. Let’s Connect! LinkedIn: http://www.linkedin.com/in/roncasalotti/ Twitter: @roncasalotti or http://twitter.com/roncasalotti Ron Casalotti 10/24/2013 51

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