In my talk about Personal Brand for the Connect IT conference yesterday, with a little help from Carlos Mandelbaum, I debunked the Personal Branding industry ... put the concept of Personal Brand as introduced by Tom Peters in 1997 in context and explained why it is still a useful metaphor for late adoptors and then went on to take a deep dive into why understanding online identity is critical in the drive toward Enterprise 2.0 and for everyone who plans to thrive in the age of broadband connectivity.

1. Personal Brand Michael Cayley @memeticbrand @MichaelCayley ConnectIT March 11, 2010

3. Please comment: #pbcamp2 or [email_address]

4. Be honest. How do you feel?

12. At first new media will look like a predecessor (tv like radio, email like letters) but it eventually it morphs into something completely different. Key Messages from McLuhan

15. Key Messages from McLuhan The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.

23. Optimizing for social capital Intrinsic Individual Assets Information Flow Influence Social Credentials Reinforcement of Identity Recognition Extrinsic Collective Assets Trust Network Structure Reputation Authority Sanctions Culture

27. Who will lead the change?

33. Listen

34. Influentials?

35. Visibility - Findability

36. Social Etiquette

37. Authentic Voice the voice

41. Altruism

42. Ego & Power

45. Four Senses of Identity Social Footing

46. Four Senses of Identity Role

47. Four Senses of Identity Mismatch of Roles

48. Four Senses of Identity Achieved through Story Telling

49. social sexual . professional religious personal private ethnic political national cultural gender The 5 Things About Me Meme culinary

52. Key Messages from McLuhan “ Narcotic numbness”

56. Thank you! michael cayley @memeticbrand @michaelcayley www.socialcapitalvalueadd.com www.memeticbrand.com