Having a strong personal brand – i.e., a strong professional reputation – means more money: - you can charge more (or demand a higher salary) - retain more clients with less work - attract better business opportunities - and you will get more referrals, even from people who have never actually used your services. THE GOOD NEWS is that the internet makes it easier than ever to BUILD AUTHORITY and GROW YOUR REPUTATION so that you can receive these rewards. This is achieved by showcasing your expertise in key “touch points” on the web so that you can be found by your prospects; at the same time you can also be proactive and reach out to targeted audiences to drive your influence. By Katie McGregor, Conduit Communications http://www.conduitcomms.com/pbseminar/

1. 1
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

2. Quite
o8en
it
is
the
strong
personal
brands
within
a
business
that
add
the
most
value
to
a
company’s
brand.
2
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

3. Having
a
strong
personal
brand
–
i.e.,
a
strong
professional
reputa3on
–
means
more
money:
• you
can
charge
more
(or
demand
a
higher
salary)
• retain
more
clients
with
less
work
• aFract
beFer
business
opportuni3es
• and
you
will
get
more
referrals,
even
from
people
who
have
never
actually
used
your
services.
THE
GOOD
NEWS
is
that
the
internet
makes
it
easier
than
ever
to
BUILD
AUTHORITY
and
GROW
YOUR
REPUTATION
so
that
you
can
receive
these
rewards.
This
is
achieved
by
showcasing
your
exper3se
in
key
“touch
points”
on
the
web
so
that
you
can
be
found
by
your
prospects;
at
the
same
3me
you
can
also
be
proac3ve
and
reach
out
to
targeted
audiences
to
drive
your
influence.
3
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

4. IN
PREPARATION
FOR
the
talk
I
researched
some
of
the
aFendees
online
so
that
I
could
provide
8
useful
3ps
(in
20
minutes)
that
would
help
aFendees
build
their
professional
presence
and
reputa3on
online.
Some
3ps
are
quick
fixes,
others
are
concept.
I
reference
a
few
resources
and
links
to
these
can
be
found
on
a
special
“show
notes”
page
on
our
website:
hFp://conduitcomms.com/pbseminar/
4
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

5. Tip
1:
Use
Google’s
‘Me
on
the
Web’
to
see
how
other
people
see
you
when
they
search
your
name
Unfortunately
Googling
yourself
from
your
own
browser
will
give
a
distorted
view
as
it
will
be
tailored
to
show
you
more
of
what
you’re
likely
to
be
interested
in.
And
that
is
usually
yourself!
This
means
your
own
website,
LinkedIn
and
Facebook
pages
are
likely
to
show
up
higher
than
they
might
do
if
anyone
else
where
to
search
you.
Note
that
you
need
a
Google
account
to
access
this
but
if
you
are
serious
about
raising
your
profile
online,
you
will
need
a
Google
account.
5
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

6. Tip
2
–
Your
profile
and
cover
photos
on
your
personal
Facebook
account
are
always
visible
to
everyone
Of
course
your
personal
Facebook
should
not
be
part
of
your
professional
branding
online
strategy
but
One
thing
most
people
don’t
realise
and
that
is
your
profile
and
cover
photos
are
always
visible
to
everyone
–
even
if
you
have
no
connec3on
whatsoever.
Even
when
you
taken
them
off
display.
So
long
as
they
remain
in
your
profile
photo
and
cover
page
albums,
they
are
s3ll
visible.
So
–
firstly
make
sure
your
profile
and
cover
page
photos
are
not
an
embarrassment
to
your
brand,
and
if
they
are
DELETE
them.
6
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

7. Tip
3:
Turn
off
your
"Viewers
of
this
profile
also
viewed"
window
With
this
enabled,
if
someone
visits
your
profile,
they
get
to
see
a
list
of
all
the
other
profiles
that
previous
visitors
have
gone
on
to
view.
These
are
usually
all
the
other
experts
in
your
sector.
Of
course
you
want
people
to
believe
you
are
the
ONLY
expert
in
your
sector,
not
hand
your
compe3tors
to
them
on
a
plate!
Shut
this
down
through
your
security
and
sehngs
and
let
your
next
visitor
believe
that
you
are
the
only
expert.
7
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

8. Tip
4:
OpMmise
what
you
already
have
and
most
people
already
have
LinkedIn
LinkedIn
is
important
because
your
lis3ng
on
their
site
is
highly
visible
to
search
engines
and
is
o8en
the
first
or
only
thing
that
shows
up
so
you
should
make
sure
that
it
showcases
you
in
the
best
possible
light.
• There
is
an
ar3cle
on
our
website
lis3ng
7
steps
to
an
“All
Star”
profile
–
or
you
could
call
us
in
for
a
workshop.
hFp://conduitcomms.com/3ps-­‐op3mise-­‐linkedin-­‐
profile/
The
focus
for
Mp
4
is
your
PROFESSIONAL
PORTFOLIO
• Your
LinkedIn
profile
is
nothing
more
than
a
glammed
up
resumé.
It
doesn’t
show
your
exper3se
in
any
depth,
and
you
can
be
networking
away
on
LinkedIn
but
without
that
something
extra,
you
won’t
be
differen3a3ng
yourself
and
providing
that
extra
dazzle.
• LinkedIn
introduced
the
Professional
Pormolio
about
a
year
ago
and
this
allows
you
to
upload
docs,
PDFS,
Powerpoint
and
images
as
well
as
copy
links
to
other
resources
you
have
online.
From
there
you
can
share
things
in
groups
and
on
your
updates.
• The
trouble
is
that
is
is
only
visible
for
people
using
LinkedIn.
8
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

9. Tip
5.
Use
SlideShare
as
your
first
step
to
publishing
online
outside
of
LinkedIn
• Acquired
by
LinkedIn
in
2012,
SlideShare
is
a
beginner’s
opportunity
to
publish
online.
It
is
designed
as
a
plamorm
for
sharing
professional
content
and
has
60m
visitors
a
month.
• It
is
excep3onally
WELL
INDEXED
by
the
search
engines.
• It
is
easy
to
use
–
you
can
login
with
your
LinkedIn
account.
• Upload
your
Powerpoint
or
PDF
and
be
sure
to
complete
the
descrip3on
underneath
with
keywords
–
and
you
name.
• Not
only
does
this
give
you
another
point
of
presence
on
the
web
–
in
fact
as
many
points
as
documents
and
presenta3ons
your
upload
–
but
it
also
gives
you
content
that
you
can
share
on
your
social
media
plamorms.
9
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

10. Tip
6:
Take
it
to
the
next
level
–
Blogging
The
benefits
of
blogging
are:
• being
found
online
by
people
who
need
your
help,
and
are
poten3ally
customers
• having
something
to
share
on
your
social
media
plamorms
that
showcases
YOUR
exper3se
• and
finally,
increases
your
authority.
Having
an
ar3cle
published
lends
us
authority.
Plus
being
a
self
publisher
you
increase
your
chances
of
gehng
into
other
publica3ons
as
the
can
preview
your
wri3ng
style,
and
also
hopefully
see
social
media
likes
and
shares
you
get.
So
how
to
go
about
blogging?
(please
visit
our
website
for
links)
• The
simplest
way
is
to
use
Wordpress.com
or
blogger
which
are
easy
to
set
up
and
free.
The
only
downside
is
that
you
get
a
Wordpress
or
Blogspot
URL.
• The
next
step
up
is
to
use
Wordpress
hosted
under
your
own
domain
–
you
get
this
from
wordpress.org
and
it
is
a
bit
techy.
Our
site,
www.conduitcomms.com
is
an
example
of
a
Wordpress
self
hosted
site.
• Finally,
you
can
wait
for
LinkedIn
who
are
launching
a
publishing
plamorm
–
long-­‐
form
posts.
10
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

11. Tip
7:
Don’t
wait
for
Google
to
find
you
or
hope
that
your
content
will
go
viral
on
social
media,
invest
in
the
cost
of
a
beer
in
Lan
Kwai
Fong
to
reach
thousands
of
targeted
prospects.
AdverMse!
• A
lot
of
people
are
cross
with
Facebook
and
frustrated
with
LinkedIn
as
they
find
that
when
they
do
post
or
share,
their
post
reaches
only
a
small
por3on
of
their
connec3ons
of
fans.
For
the
cost
of
taking
a
client
out
for
a
drink
you
can
poten3ally
get
your
post
(that
links
back
to
your
blog)
in
front
of
thousands
of
TARGETED
people.
• You
might
have
produced
an
excellent
ar3cle
on
dealing
with
staff
bonuses,
and
on
LInkedIn
you
can
publish
a
post
linking
back
to
that
ar3cle
and
PROMOTE
IT
to
HR
managers
in
Hong
Kong,
perhaps
even
put
other
filters
on
your
target
audience.
Note
that
this
needs
to
be
done
through
your
company
page
but
it
is
likely
to
roll
out
to
personal
profiles
soon
enough.
• On
Facebook
you
can
target
by
interests
too,
but
in
this
case
you
might
upload
your
mailing
list
of
HR
managers
and
ask
Facebook
to
promote
you
post
only
to
those
people.
There
are
many
other
powerful
targe3ng
tools
on
Facebook
including
targe3ng
people
who
have
visited
your
website
(hot
leads),
people
who
look
like
people
who
have
visited
your
website
and
so
much
more.
11
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

12. Tip
8:
Use
Google
Hangouts
on
Air
to
live
interact,
build
content
and
create
another
point
of
presence
online
The
internet
is
fine
and
dandy
but
NOTHING
beats
direct
human
interac3on
which
is
why
we
aFend
networking
events
or
stand
up
and
do
seminars.
It
is
very
effec3ve
but
takes
3me.
Google’s
Hangouts
on
Air
provides
a
compromise.
With
Hangouts
on
Air:
• you
can
broadcast
to
as
many
people
who
have
the
link
• you
can
co-­‐host
with
up
to
10
people
• your
audience
can
interact
via
chat
• While
you
are
presen3ng
Google’s
YouTube
is
recording
and
at
the
end
of
your
event,
the
video
is
uploaded
to
your
YouTube
–
BUT
not
published
un3l
you
hit
the
buFon
• On
YouTube
Google
provides
an
easy
to
use
edi3ng
tool
so
you
can
cut
and
add
cap3ons.
So
the
triple
benefit
here
is:
• not
only
have
you
been
able
to
broadcast
to
any
number
of
guests
• you
have
created
content
that
you
can
share
on
your
social
media
plamorms
• AND
you
have
created
another
showcase
of
your
exper3se
for
Google
to
find.
12
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

13. Summary
–
put
muscle
on
your
personal
brand
• YOUR BASELINE
• DAMAGE CONTROL
• OPTIMISE
• BUILD PRESENCE
• TURN UP THE VOLUME
Find
resources
at:
www.conduitcomms.com/pbseminar/
13
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com

14. If
you
want
to
make
the
web
work
for
you
ask
us
about
company
and
personal
training
or
look
out
for
our
public
workshops
www.conduitcomms.com/training-­‐consul3ng/
For
links
to
some
of
the
resources
described
here
pleas
visit
www.conduitcomms.com/pbseminar/
To
sign
up
use
this
link:
heps://app.getresponse.com/site/kaMe_389897/webform.html?
wid=5828303&u=ZcPL&mg_param3=4
14
Copyright.
Conduit
Communica3ons.
www.conduitcomms.com