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Developing your Personal Brand
through Blogging
             Mike Demler




               © Mike Demler
Developing your Personal Brand through
Blogging
Agenda
• Why do I need a personal brand?
• Why use a blog versus a website?
• How can you create a blog?
• If I build it will they come?
   – 10 ways to attract subscribers to your blog.
• Examples of blogs and personal experiences from
  fellow ZIP Team members
   – Waiming Mok and Doug Messier

                            © Mike Demler
Why do I need a personal brand?

                       • quot;One of the first things
                         someone should do, apart
                         from … avoiding an
                         attitude of resentment
                         from getting laid off, is to
                         ascertain who they are and
                         what they have to offer.
                       • That's what personal
                         branding is all about,
                         uncovering and
                         articulating their value
                         proposition to the market“

                 © Mike Demler
Why use a blog versus a website?

             Blogs                                 Websites
•                                   •
    Instantaneous                           Tend to be static
•                                   •
    Timely                                  Change infrequently
•                                   •
    Posts are time stamped                  Who knows how old?
•                                   •
    Personal                                Generally impersonal
•                                   •
    You “subscribe” to blogs                You “bookmark” websites
•                                   •
    Create with a text editor               Create with html editor
•                                   •
    Two-way communications                  One-way communications
• The personal nature of blogs makes them ideal for creating your
  “brand”.
• Blog to articulate your expertise… value to the market.
                            © Mike Demler
Blogs versus websites

   • Blogs provide instantaneous publishing
   • RSS – real simple syndication
   • RSS “feeds” push content to subscribers
      – Through personalized home pages and blog readers
         • iGoogle
         • MyYahoo
      – Or through email




                           © Mike Demler
Click on the   to subscribe




               © Mike Demler
MyYahoo homepage with RSS feeds




                © Mike Demler
iGoogle homepage with RSS feeds




                 © Mike Demler
Things to consider before you start a blog

• Do you like to write?
• Assess your written communication skills.
   – You are putting your skills on display, so be honest.
• What is your area of expertise?
   – Are you passionate about it?
   – Is your expertise in demand?
   – How is it associated with employer needs?
• Can you commit time to blog regularly?
   – Does not need to be daily, but once a week should be
     minimum.

                            © Mike Demler
How can you create a blog?




                 © Mike Demler
How can you create a blog?




                 © Mike Demler
If I build it will they come?
- 10 ways to attract subscribers to your blog.

1. Pick a subject area and stick to it.
  – World-wide 184 million blogs have been created.
      • 26.4M US (Universal McCann, March 2008)
  – Most of those blogs are random and incoherent.
      … think MySpace
  – Remember the objective:
      • Building your brand and professional image.
      • Getting subscribers NOT adding “friends”.
  – Why should someone read your blog?
  – What is your special expertise?


                              © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog.

2. Inform, share expertise, and opinions.
  –   but… NO marketing hype!
  –   Keep it professional.
  –   but… DO counter marketing hype with credible
      information.
  –   Controversies are great opportunities for viral marketing.




                           © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog.
3. Proactively seek out others interested in the topic.
   –       The best way to grow a network is to tap into a group that
           already exists.
   –       Look for other articles on the subject.
   –       Review the article in your blog.
   –       Contact the author and tell them about your blog.
   –       LinkedIn is a great way to find others in the profession.
   –       Search for other papers they have written, get co-authors.
       •      IEEE Xplore
       •      www.FreePatentsOnline.com
   –       Or.. Just guess Firstname.Lastname@company.com works in lots
           of cases.


                                  © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog

4. Tie-in to conferences where the topic is covered.
  –   Report in person if you attend.
  –   You can even do this “live”.
  –   Inform your readers, contact presenters before and after.
  –   Compile a calendar of conferences, publish in your blog.
  –   Make your blog the place to go for information in that
      subject area.




                           © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog

5. Search for universities, researchers, professional
   organizations interested in your topic.
  –   Professors and grad students love the attention from
      someone in industry.
  –   They will tell others… viral marketing!




                          © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog

6. Subscribe to other blogs.
  –   Leave comments with your blog URL.
  –   Give lots of “link love”




                         © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog

7. The blog is your voice, use it… to communicate to
   industry committees, instead of email lists, etc.
8. Publicize your blog relentlessly.
  –   Put the URL on your business cards.
  –   In your email signature.




                          © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog

9. Many people are still new to blogs, show them how
   to subscribe to RSS feeds.
  –   See my Blogs vs. Websites
  –   How to subscribe to my blog




                         © Mike Demler
If I build it will they come?
 - 10 ways to attract subscribers to your blog

10. Feedburner and ShareThis tools
  –   feedburner.google.com, sharethis.com




                         © Mike Demler
Taking it further, and some other references
• Tips from a fellow blogger (http://www.skmurphy.com/blog/)
   – I would encourage folks to get their own domain and build
     reputation/links/brand on something they own and can expand.
   – A blog should be the basis for your website, any of the modern
     blogging platforms support both posts and pages …
   – Consider how else to spark a conversation.
       • For example, do a roundtable conversation using skype.

   – Tom Peters has written on this topic, might be worth a look:
       • The Brand Called You (http://www.fastcompany.com/node/28905/print)
       • What a quot;Personal Brandquot; is NOT
         (http://www.tompeters.com/entries.php?note=010824.php)
       • Your Brand Equity Test (http://www.creativityatwork.com/Newsletters/Jan03Brand-
         equity.html)




                                        © Mike Demler

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Developing Your Personal Brand Through Blogging

  • 1. Developing your Personal Brand through Blogging Mike Demler © Mike Demler
  • 2. Developing your Personal Brand through Blogging Agenda • Why do I need a personal brand? • Why use a blog versus a website? • How can you create a blog? • If I build it will they come? – 10 ways to attract subscribers to your blog. • Examples of blogs and personal experiences from fellow ZIP Team members – Waiming Mok and Doug Messier © Mike Demler
  • 3. Why do I need a personal brand? • quot;One of the first things someone should do, apart from … avoiding an attitude of resentment from getting laid off, is to ascertain who they are and what they have to offer. • That's what personal branding is all about, uncovering and articulating their value proposition to the market“ © Mike Demler
  • 4. Why use a blog versus a website? Blogs Websites • • Instantaneous Tend to be static • • Timely Change infrequently • • Posts are time stamped Who knows how old? • • Personal Generally impersonal • • You “subscribe” to blogs You “bookmark” websites • • Create with a text editor Create with html editor • • Two-way communications One-way communications • The personal nature of blogs makes them ideal for creating your “brand”. • Blog to articulate your expertise… value to the market. © Mike Demler
  • 5. Blogs versus websites • Blogs provide instantaneous publishing • RSS – real simple syndication • RSS “feeds” push content to subscribers – Through personalized home pages and blog readers • iGoogle • MyYahoo – Or through email © Mike Demler
  • 6. Click on the to subscribe © Mike Demler
  • 7. MyYahoo homepage with RSS feeds © Mike Demler
  • 8. iGoogle homepage with RSS feeds © Mike Demler
  • 9. Things to consider before you start a blog • Do you like to write? • Assess your written communication skills. – You are putting your skills on display, so be honest. • What is your area of expertise? – Are you passionate about it? – Is your expertise in demand? – How is it associated with employer needs? • Can you commit time to blog regularly? – Does not need to be daily, but once a week should be minimum. © Mike Demler
  • 10. How can you create a blog? © Mike Demler
  • 11. How can you create a blog? © Mike Demler
  • 12. If I build it will they come? - 10 ways to attract subscribers to your blog. 1. Pick a subject area and stick to it. – World-wide 184 million blogs have been created. • 26.4M US (Universal McCann, March 2008) – Most of those blogs are random and incoherent. … think MySpace – Remember the objective: • Building your brand and professional image. • Getting subscribers NOT adding “friends”. – Why should someone read your blog? – What is your special expertise? © Mike Demler
  • 13. If I build it will they come? - 10 ways to attract subscribers to your blog. 2. Inform, share expertise, and opinions. – but… NO marketing hype! – Keep it professional. – but… DO counter marketing hype with credible information. – Controversies are great opportunities for viral marketing. © Mike Demler
  • 14. If I build it will they come? - 10 ways to attract subscribers to your blog. 3. Proactively seek out others interested in the topic. – The best way to grow a network is to tap into a group that already exists. – Look for other articles on the subject. – Review the article in your blog. – Contact the author and tell them about your blog. – LinkedIn is a great way to find others in the profession. – Search for other papers they have written, get co-authors. • IEEE Xplore • www.FreePatentsOnline.com – Or.. Just guess Firstname.Lastname@company.com works in lots of cases. © Mike Demler
  • 15. If I build it will they come? - 10 ways to attract subscribers to your blog 4. Tie-in to conferences where the topic is covered. – Report in person if you attend. – You can even do this “live”. – Inform your readers, contact presenters before and after. – Compile a calendar of conferences, publish in your blog. – Make your blog the place to go for information in that subject area. © Mike Demler
  • 16. If I build it will they come? - 10 ways to attract subscribers to your blog 5. Search for universities, researchers, professional organizations interested in your topic. – Professors and grad students love the attention from someone in industry. – They will tell others… viral marketing! © Mike Demler
  • 17. If I build it will they come? - 10 ways to attract subscribers to your blog 6. Subscribe to other blogs. – Leave comments with your blog URL. – Give lots of “link love” © Mike Demler
  • 18. If I build it will they come? - 10 ways to attract subscribers to your blog 7. The blog is your voice, use it… to communicate to industry committees, instead of email lists, etc. 8. Publicize your blog relentlessly. – Put the URL on your business cards. – In your email signature. © Mike Demler
  • 19. If I build it will they come? - 10 ways to attract subscribers to your blog 9. Many people are still new to blogs, show them how to subscribe to RSS feeds. – See my Blogs vs. Websites – How to subscribe to my blog © Mike Demler
  • 20. If I build it will they come? - 10 ways to attract subscribers to your blog 10. Feedburner and ShareThis tools – feedburner.google.com, sharethis.com © Mike Demler
  • 21. Taking it further, and some other references • Tips from a fellow blogger (http://www.skmurphy.com/blog/) – I would encourage folks to get their own domain and build reputation/links/brand on something they own and can expand. – A blog should be the basis for your website, any of the modern blogging platforms support both posts and pages … – Consider how else to spark a conversation. • For example, do a roundtable conversation using skype. – Tom Peters has written on this topic, might be worth a look: • The Brand Called You (http://www.fastcompany.com/node/28905/print) • What a quot;Personal Brandquot; is NOT (http://www.tompeters.com/entries.php?note=010824.php) • Your Brand Equity Test (http://www.creativityatwork.com/Newsletters/Jan03Brand- equity.html) © Mike Demler