Building a Personal Brand for Professional Social Media Networking
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presented to the membership at the March Breakfast for the British American Business Council, (BABCHouston.org). Workbook style introduction to creating your personal brand to advance you professionally.
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Building a Personal Brand for Professional Social Media Networking
- 1. PERSONAL BRANDING Getting Started with Social Media and Personal Branding Photograph by Sarah M. Worthy @sarahmworthy https://www.flickr.com/photos/sarahmworthy/
- 3. QUESTION: Raise Your Hand if…
- 4. OVERVIEW/AGENDA ➤What is a Personal Brand and Why Do You Need One? ➤How do You Get Started Creating Your Personal Brand? ➤ What Tools do You Need to Build Your Personal Brand? Sarah M. Worthy | CEO & Founder at Door Space Inc. | sarah@doorspaceinc.com | @sarahmworthy
- 5. source: IDC 2014 Social Buying Study
- 7. WHY SHOULD YOU BUILD YOUR PERSONAL BRAND? ➤ New Clients and a Larger Network of Professional Friends ➤ Speaking and Community Leadership Opportunities ➤ Industry recognition as an influencer, thought leader and expert ➤ Challenging projects to stretch and learn new skills outside your day job
- 8. REMEMBER - IT’S SOCIAL ➤ Instead of asking for their business card - ask for their Linkedin, Twitter or preferred social media network profile URL ➤ Share quotes from conference speakers that inspire you and make sure to follow them on social media and reference their social profile ➤ “Like” and leave positive comments on other people’s posts and articles ➤ Thank people who follow you with a personal public or private note - a quick “thanks for following me, let me know how I can help!” is a great start!
- 10. “ ” Personal Branding is the practice of people marketing themselves and their careers as brands. -Wikipedia on Personal Branding
- 11. “ ” A brand is a name, term, design, symbol or other feature that distinguishes one seller's product from those of others. -Wikipedia on Brand
- 12. Brand Identity: The outward expression of a brand – including its name, trademark, communications, and visual appearance. Brand Image: A customer's mental picture of a brand.
- 14. HOW TO GET STARTED CREATING YOUR PERSONAL BRAND IDENTITY
- 15. FIRST: * HOW MUCH TIME EACH WEEK YOU HAVE AVAILABLE TO DEVOTE TO YOUR PERSONAL BRAND DEVELOPMENT: ____ HOURS/WEEK * HOW MUCH MONEY YOU’RE WILLING TO SPEND UPFRONT AND ONGOING TO MANAGE (BUDGET): $____ /MONTH + $____ UPFRONT * WHO ARE YOU TRYING TO REACH AND CONNECT WITH?
- 16. STEP 0: SET YOUR GOAL(S) What do you want to accomplish with your personal brand? Source: Feldman Creative and Placester
- 17. INTERESTS: VALUES: (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ TRAITS: GOALS: (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________
- 18. INTERESTS: VALUES: (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ TRAITS: GOALS: (1) Demonstrate credibility in my industry/field (2) Interest prospects enough to get a meeting with them (3) Display a portfolio of my work that communicates to others my skill set and value (4) Show event program managers my experience and range of speaking topics to get speaking opps
- 19. STEP 1: DETERMINE YOUR VALUES Pick Your 5 Most Important Values - http://bit.ly/values-personal-brand
- 20. INTERESTS: VALUES: (1) Integrity (2) Continual Learning / Teaching (3) Trustworthiness (4) Empathy (5) Confidence (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ TRAITS: GOALS: (1) Demonstrate credibility in my industry/field (2) Interest prospects enough to get a meeting with them (3) Display a portfolio of my work that communicates to others my skill set and value (4) Show event program managers my experience and range of speaking topics to get speaking opps
- 21. STEP 2: IDENTIFY YOUR INTERESTS What are you MOST interested in?
- 22. INTERESTS: VALUES: (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ TRAITS: GOALS: (1) Demonstrate credibility in my industry/field (2) Interest prospects enough to get a meeting with them (3) Display a portfolio of my work that communicates to others my skill set and value (4) Show event program managers my experience and range of speaking topics to get speaking opps (1) Integrity (2) Continual Learning / Teaching (3) Trustworthiness (4) Empathy (5) Confidence (1) Technology, Particularly Web and UX/IA (2) Entrepreneurship, Startups (3) Running (4) Diversity and Social Inequality Issues (5) Genetics, Astrophysics, Nerd/STEM topics
- 23. STEP 3: IDENTIFY YOUR TRAITS http://www.outofservice.com/bigfive/
- 24. INTERESTS: VALUES: (1) Technology, Particularly Web and UX/IA (2) Entrepreneurship, Startups (3) Running (4) Diversity and Social Inequality Issues (5) Genetics, Astrophysics, Nerd/STEM topics (1) Open (2) Conscientious (3) Extraverted (4) Agreeable (5) Passionate TRAITS: GOALS: (1) Demonstrate credibility in my industry/field (2) Interest prospects enough to get a meeting with them (3) Display a portfolio of my work that communicates to others my skill set and value (4) Show event program managers my experience and range of speaking topics to get speaking opps (1) Integrity (2) Continual Learning / Teaching (3) Trustworthiness (4) Empathy (5) Confidence
- 25. STEP 4: ALIGN WITH YOUR AUDIENCE Where do you have common ground with your target market?
- 26. #WIFM “What’s in it for Me?” Remember: It’s not About You: It’s about the Value you Deliver to others.
- 27. THEIR INTERESTS: THEIR VALUES: (1) their kids and family (2) their alma mater and college sports teams (3) their health and personal hobbies (4) their political views and candidates (5) their professional skills and challenges The goal is to learn what traits you can and cannot work within, and then say no to people who want to join your network with traits that don’t align and work well with yours. Leverage common traits to find content to share. THEIR TRAITS: THEIR GOALS: (1) Customers’ goals will be to find solutions to their challenges - do you offer a product or service they need? (2) Event Director’s goals are to find engaging and informed speakers and drive event attendance up. Identify common values to yours by sharing content that aligns. For example, if you value honesty, share stories about people being honest and experiencing successful outcomes to attract like-valued people to you.
- 28. STEP 5: PUTTING IT TOGETHER How do you use this to create your personal brand?
- 29. TALK TO THEM… CARE ABOUT THEM AS MUCH AS IF THEY WERE IN THE ROOM WITH US NOW.
- 30. “ ” What Tools Should I Use?
- 31. knowem.com
- 33. meetup.com
- 34. THANK YOU! Sarah M. Worthy, CEO & Founder sarah@doorspaceinc.com @sarahmworthy www.slideshare.net/sarahmworthy
- 35. INTERESTS: VALUES: (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________ TRAITS: GOALS: (1) ____________________________________ (2)____________________________________ (3)____________________________________ (4)____________________________________ (5)____________________________________
Editor's Notes
- We will be sharing best practices in using networking and social media to raise your professional and personal profile.
- We will be sharing best practices in using networking and social media to raise your professional and personal profile. I took this photo of the last shuttle flight and I was at the Saturn V VIP bleachers to watch this. That’s where the families of the crew and the other astronauts all hang out. I got to see Geraldo Rivera giving an interview while I was there! This opportunity was available to me because I follow @NASAsocial on twitter and I use social media to promote space exploration topics so they invited me out to see some of these backstage areas across many times in my life… and I got to tweet about it all! I am going to share my personal experiences with social media as a professional as we go through this
- You have followed someone you met this morning on a social media network already, You Currently Use Social Media for Your Personal Brand, You/Your company uses social media for the corporate brand,
- I have no idea what my personal brand is I have no idea what tools I need to build my personal brand This is about self awareness and learning about how others perceive you, and influencing their perception of you / the perception others have of you to align with your authentic self.
- I use data and analytics daily, so I thought I’d throw a chart out from this recent study at IDC on the influence of social media on B2B purchases. according to the latest Social Buying Study from IDC http://www.idc.com/getdoc.jsp?containerId=prUS25135814 this study showed that not only do the people with decision making power use social media more than those without buying power, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions. Even more impressive: 84% of C-level/VP executives in the research also use social media for the same reasons. And there’s more: B2B buyers that are most active using social media to support their buying decisions, are more senior, have 84% bigger budgets and make 61% more purchase decisions.
- the first aspect to understanding social media and personal branding is to remember that social media platforms are TOOLS: like a hammer, a screw driver, or a saw: these are tools that help you reach a specific audience with a specific message that builds and maintains relationships with people in your professional circles. You can use these suite of tools to build a deck, a house, a boat… & just like that, you can use social media platforms to build professional relationships with people who interact with you: new customers, partnerships, employee candidates, etc. - you can develop your personal brand without any need for an Internet connection or any of these different accounts, and you need to understand how to build a personal brand and communicate that brand regardless of the tools you use to deliver that message. the social media network will come and go… think how the letter and telegraph have gone away as email and twitter replaces them?
- Building a recognizable personal brand opens professional opportunities. how has social media benefited me? NASA tweetups and opportunity to co-found SpaceUP Houston and ultimately speak at a TEDx event Speak at Netsquared in Melbourne Australia because of social media (meetup.com is a social media network) Connect with journalists to get stories about my events and projects out, such as Startup Weekend Get votes from people for SXSW and NTEN/NTC panels using social media Generate new business referrals and clients from my posts on LinkedIn Develop partnerships with other people in my field stay on people’s minds by liking and sharing their content when I’m busy working so that when things slow down, I have a pipeline to go to and they remember me (brand awareness) connect with the person doing the applicant screening/hiring directly and have a presentation on myself that I control that reflects my personality and values to better match in their minds for new positions
- Ways to use social media in professional settings to boost your network and develop stronger relationships If you stop listening at this point and just use these simple tips then you’re almost guaranteed to see benefits from these actions alone. Be friendly and approachable on the web and in person and use the online tools to help you manage and keep track of your professional network connections.
- Now that I’ve given you some information into why you use social media for personal branding, let’s talk about personal branding both what it is and what it means for you when using social media networks
- https://en.wikipedia.org/wiki/Personal_branding
- https://en.wikipedia.org/wiki/Brand so far - let’s recap: your personal brand consists of you marketing yourself in a way so as to distinguish you from your competition your competition might be your industry competitors, they might be candidates for a job opening you want
- how it all ties together. You create a personal brand identity that communicates who you are with the goal of bridging the gap between the customer’s mental picture of you and your identity.
- What does this all mean? The identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand – and by extension the branded company, organization, product or service. The brand owner seeks to bridge the gap between the brand image and the brand identity. Most important, your personal brand isn’t about you at all - it’s about the value you deliver to others. What you really want to create is a Brand Identity and have a plan in place to manage that identity and the gap
- I’m going to primarily stick to an introduction for getting started with your personal brand online, and I want you to remember that it’s about personal and social - so this is how you are defining the boundaries between yourself and others in a professional setting whether you’re online or out in real life.
- Plan that is executable means a plan that falls inside your budget and hours available * when will you use social media (how much time and what is your publishing schedule?) * what is your goal? (what does success mean?) * who are you trying to reach? where are these people on social media/the Internet? (search engines are sometimes the only way these people use the Internet to find businesses) Why do they care? (wifm, what is your promise/offer of exchanged value?) How will you manage it? (what tools?) - what is your budget?
- Why are you doing this process? It’s important to remember that you’re creating a plan to communicate a certain dimension of yourself to influence the right people so let’s start with the why and keep everything aligned with our goals.
- Feel free to use the example goals from the previous slide!
- Here’s some examples I wrote out to share
- I made a Google document with a list of personal brand values that you can copy, read through and use to determine the top 5 values that you MOST care about. they should prioritize them http://bit.ly/values-personal-brand
- Here’s my top values to give you examples - jot down a few values now if you have some in mind. Ultimately, you want to prioritize and find your top 5. That doesn’t mean you can’t embody other values but you need to pick your top 5 most important values now. (they can change later)
- get a list of personal and professional passions/interests prioritize them. make the same list for your target audience and find the common interests between you and new prospects to find conversation topics.
- I pick my top interests for my personal brand based on my goals. This means things I’m passionate about like my son don’t necessarily make this top 5 list. These items don’t need to be YOUR top 5 values, interests, traits, etc… they need to be the top 5 that best communicate the value you deliver to the people you are seeking to connect with online.
- There’s lots of places to go for this - here is one that is free and fun. The goal is to understand your company’s personality/culture to better find followers who align with your personality traits.
- Now, you have an at a glance “Cheat sheet” with your goals, values, interests, and traits so when you run across something to share online or meet a person in your industry – you can use this to help guide your decision about whether or not to share / connect.
- to ensure success with your social media branding, you will need to align your brand identity with the image your customers’ and followers have in their mind of your brand.
- ME is the person you want to like you, to do business with you, to develop a deeper and more rewarding relationship with… the most important part of a personal brand is to remember that it’s NOT about you, it’s about the value you deliver to other people.
- map out what they are interested in and what they value to help you gain insights into how to frame your message here’s some examples of how to think about the people you want to reach with your messaging. You have to answer #WIFM / what’s in it for me? keep in mind this is a tool to help you understand if someone is going to add value to your network just as much as it is to understand how you can add value to their network.
- be consistent you don’t have to use a profile just because you reserved the profile
- I want to leave plenty of time for questions and answers, so I want to leave you with this - as you are thinking about the process - remember: its about relationships with other people, ignore the screen and text, and be human. just like you would on the phone, in a letter, in person be consistent you don’t have to use a profile just because you reserved the profile
- the tools don’t matter. don’t think about the technology: that’s a tool. That’s like saying “what brand of hammer should I use to hammer a nail?” Ask where is your target audience engaged?
- Here’s 3 places to become familiar with. knowem.com is a place to quickly find available names on social media, domain registrations, etc. For a reasonable fee, you can even pay and they’ll create a number of account profiles for you free. This is definitely a time saver if you’re registering for more than about 8 to 10 sites at once. use this site in conjunction with your demographics to identify the best social media platform for you and your audience.
- Here’s 4 places to become familiar with. LinkedIn Profinder is new, medium.com is new and offer different ways to connect with people
- meetup.com is a great place to find in person events local to you that align with your interests. Find people with common interests as yours and you’ll develop a deeper relationship with them than if you didn’t have anything in common besides business.
- handout for you tp print out and use/share