Emerson personal branding tips and tools 05-2015
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Presentation on leveraging social media to build your personal brand. This presentation was used for Emerson employees as we build out our social brand as a company and with our employees.
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Emerson personal branding tips and tools 05-2015
- 1. How to Leverage Social Media to Build Your Personal Brand Sarah Beadle, Corporate Marketing Director
- 2. Global Marketing “It's time --to takea lesson from the big brands, a lesson that's true for anyone who'sinterested inwhatit takesto standoutandprosper inthe new world of work. Regardless of age,regardless of position, regardless of the business we happen to be in, allofusneedtounderstandtheimportanceofbranding.We are CEOs ofour owncompanies: Me Inc.To be in business today,our most importantjob is to be head marketer for the brand called You”.
- 3. Digital & Social Highlights Continued to drive highly engaging social conversations across a broad spectrum of digital platforms. 333,000+ lifetime followers across 6 platform pages 29,400+ lifetime followers of Emerson Corporate page 8,500+ lifetime followers on @Emerson_News 71,735 lifetime visits 558,000+ visits (Jan.- Dec. 2014) Emerson.com Careers 49,999 lifetime visits 382,000+ lifetime views on Emerson Corporate YouTube channel Emerson.com 3.1M views (Jan.- Dec. 2014) 16.3M impressions from Hank Green/STEM content on Facebook, Twitter and LinkedIn 19K interactions on Hank Green/STEM content on Facebook, Twitter and LinkedIn
- 5. How Can I Leverage Social Media to Build My Personal Brand? Do Research - evaluate your digital footprint • Google yourself • Sign out of your Google account and search by name the way others would search for you • Focus on first page of results: • Is it positive and relevant? • Nonexistent or not about you? • Negative
- 6. 6 Creating a Personal Brand Online Influence your searchable online presence with the creation of social media channels
- 7. How Can I Leverage Social Media to Build My Personal Brand? Find your niche (self assessment) and know your audience - research • What are your biggest strengths? • Where are your areas of passion? • What makes you unique? • What do you want to project about yourself? • Search for role models and successful people in your career • Determine who you DON’T want to be – don’t only talk about yourself or be all business • Who do you want to talk to and associate with? • What is your audience interested in?
- 8. 8 Example of Targeted Personal Brand “Brand storyteller who is always on the go. Never be inside when the sun shines.”
- 9. Personal Branding Statement Example
- 10. How Can I Leverage Social Media to Build My Personal Brand? Determine your strategy • Focus! • How do you improve Google results? • What social channel is right for me? • Do I want to be seen as a creator, sharer or high-lighter? • Do I just want to listen & watch? • Am I trying to create, maintain, or deepen my connections? • How can I measure my goal? • What is my cadence & can I really commit to it?
- 11. Potential Time Investments Based on Type of Strategy and Engagement Level 11 • Interested in having a professional social profile with little to no engagement required? • Interested in news and learning more about the industry and/or other vertical markets, but not willing to engage? • Interested in connecting with other industry professionals? • Have 0-2 hours to invest weekly? Tier 1 Listening and Profile Maintenance • Interested in news and learning more about the industry and/or other vertical markets? • Interested in connecting with key influencers including customers, media and analysts? • Interested in minimal to average level of engagement? • Have a passion and point of view on industry-related topics? • Have 1-5 hours to invest weekly? Tier 2 Initial/Minimal Engagement • Interested in connecting with a broader audience? • Media/Analysts • Industry professionals/peers • Have a passion and point of view on industry-related topics? • Interested in highly active engagement level? • Have up to 20 hours to invest weekly? Tier 3 Active Engagement and Blogging
- 12. Start by Following and Listening • Listen to conversations on: – Emerson social marketing properties › Facebook, Twitter, LinkedIn Posts › Forums/Blogs – Customer/partner/competitor social marketing properties – Role models / influencers 3rd party industry or tech sites › Mashable.com › Techcrunch.com › HBR.org 12
- 13. Start by Following and Listening - Publications 13
- 14. Start by Following and Listening – Thought Leaders 14
- 15. Global Marketing Which channels align best with my strategy? 15 Confidential
- 16. Building Your Presence On LinkedIn It all starts with your profile… • Your photo is a must! • Get creative with your headline • Use your summary section to capture attention • Add skills, endorse and get endorsed • Post updates and brand yourself as an expert (use Emerson updates) • Follow industry thought-leaders and LinkedIn Influencers • Invest in LinkedIn Today updates and follow content channels that matter to you • Join and participate in relevant groups
- 17. Her photo portrays her in a fun, social environment, but the flash is too bright and the empty adult beverage glasses make her look unprofessional. This is technically a good photo, but the sunglasses and phone make him look unapproachable. And her smile is beautiful, but the photo’s busy background and bad lighting could be vastly improved. These photos are good. >
- 18. These are examples of good photos. They all: • Use a neutral-colored background • Are professionally dressed • Portray a pleasant demeanor
- 19. Improve your “searchability” • Maximize your visibility on LinkedIn by creating a public profile and select “Full View” – Ensure all boxes are checked • Tip: Don’t use the default URL, customize your profile’s URL to be your actual name – Ex. LinkedIn.com/in/SarahBeadle • Strengthen the visibility of this page in search engines by using this link in various places on the web – For example, when you comment in a blog, include a link to your profile in your signature and use in your Twitter profile
- 20. Growing Your Network Add connections that will increase your reach and help you stay informed of your colleagues, customers, and industry updates. Import your Webmail, Outlook, or Yahoo address book to quickly find contacts you know that are already on LinkedIn you can invite to join your network. Reconnect with colleagues and classmates quickly. Use the People You May Know feature to find other professionals to connect with.
- 21. How you can help Emerson on LinkedIn • Share job postings with your connections – Good talent attracts good talent – the best candidates often come from referrals from current team members • Link your profile to the correct Emerson platform • Standardize Company Name Format Emerson is comprised of many Business Units and locations around the world. To simplify the way we identify ourselves on LinkedIn, we recommend listing your job title and employer using the following format: • Specific Location • Hyperlinked to business platform • Job Title, Business Unit and/or World Area
- 22. 22 Twitter – Getting Started Your Account Create a simple Twitter handle, if you do not already have one, without “Emerson” in the handle name – Recommend some form of FirstNameLastName Add a photo Make sure you do not “protect” your Tweets Your Bio Disclose that you are an Emerson employee Add “opinion are my own” disclaimer
- 23. 23 What to Tweet Tweet only what is public knowledge Follow and Retweet Emerson channels, such as: – @Emerson_News, @Emerson_Charlie, @JimCahill, @JackPouchet, @Emerson_Ed, @EmersonClimate, @EmersonExchange and more Share links or quotes from appropriate blogs, news sources and more Retweet and “@” each other Who should I follow? In addition to Emerson handles and each other, follow a mix of channels in order to see a broad spectrum of content. Search for publications you follow and industry experts in your field (e.g., @WSJ, @HarvardBiz)
- 24. 24 Twitter – Hashtags What is a hashtag? Tweets may be tagged using “hashtags” (a word or phrase prefixed with a #) such as #Emerson. This enables tweets on a specific subject to be found by simply searching for their common hashtag. Some examples include… — #Emerson — #TheExtraMile — #innovation — #INBDB (It’s Never Been Done Before) — #Energy — #leadership — #BusinessTips — #FF or #FollowFriday
- 25. 25 Twitter – Best Practices – Listen and Share: When starting out on Twitter, it’s important to listen and learn about the dynamic. As you become more comfortable with the platform, engage your audience by sharing smart, useful, visual content. Asking questions often helps garner replies. – Link-ability: Use as many links (URLs) and hashtags as possible to track the ongoing stream of conversation. We recommend linking back to Emerson channels and websites as is appropriate. – Tone: The general tone on Twitter is more casual, and always genuine. Take advantage of the opportunity to respond to comments in real time and establish yourself as an industry leader. – Thought Leadership: Reference articles and links about the bigger picture as it relates to your business. Demonstrate your experience and knowledge of the business by sharing industry updates and insights on larger trends. – Identify Key Trends: Click the “Discover” button when you’re logged into Twitter (at the top, left). The trending hashtags are in the left sidebar, and the “stories” in the main body of the page are topics that people are most actively talking about. Join the conversation!
- 26. Global Marketing Platform Management Tools • Basic tools are available for free on the internet: – HootSuite: http://www.hootsuite.com – Feedly: http://cloud.feedly.com/ – Tweet Deck: http://www.tweetdeck.com/ – Blog Aggregators: Google Blogs, Techmeme.com
- 27. Global Marketing HootSuite How-To • Use HootSuite to organize your social media life • Categorize who you follow and automatically search/track hashtags and topics • Schedule your social posts for later distribution • Works across a variety of social platforms • Analytics available for tracking
- 28. Tips for Privacy • Anything you post online could be made public, and will likely be online permanently - the Internet never forgets • Check the privacy settings on your social media pages regularly! 28
- 29. Above all, remember it’s a professional networking environment • Use common sense – Avoid sensitive topics • Be yourself • Do NOT be “salesy” or “spammy” • Be conversational (two-way) • Be useful. Offer value to your network. Professional communities are about making connections and building online relationships through professional credibility.
- 30. 30 Emerson’s Guiding Principles for Social Marketing 1. BE TRANSPARENT Identify who you are and what you do at Emerson in your posts. Authenticity is key! 2. BE RESPONSIVE Check for postings frequently and try to respond to comments or questions within 24 hours. 3. BE ENGAGING Dialogue is the key. Listen and engage in two-way conversations. And know when to take a conversation offline. 4. BE MINDFUL Never reveal confidential or sensitive information. Never guess, speculate or offer opinions in areas if you are unsure whether you are right. If you do offer an opinion, make sure it is known that you are only stating your personal opinion. 5. BE ACCURATE Check your facts, properly credit your information sources and follow copyright and “fair use” laws. 6. BE RESPECTFUL Do not post anything you wouldn’t want your peers to read. 7. BE WEB SAVVY Be thoughtful about what you publish. Even if you delete it, your post can live online forever. 8. BE AN EXPERT Offer your knowledge to others!
- 31. People willnot rememberexactlywhat you didor what you said, but they willalwaysrememberhow you made them feel. -MayaAngelou 31
Editor's Notes
- “Depending on your strategy, implementation can take anywhere from 0-20 hours a week. For example, thinking back to our 5 levels of engagement, listening might only take 1 hour (although team members that really get into this tool tell us it can be addicting and take up to 20 hours as well). Participating then requires a little more time because you have to seek out conversations and respond. Then, with sharing your story you have to start to create content which might require research, interviewing coworkers and creating multimedia. Generating buzz could take 15 hours or more a week in order to create a network of influencers to promote your content. Community building can take at least 20 hours a week. In fact most community managers that we’ve talked to said they spend 20+ hours a week on the account and also have several agency team members supporting them.”
- “There are a lot of different sites available where you can listen to customer conversations. Start your listening by finding the Emerson properties, on-domain and external, that relate to your role. For example, the online merchandisers can listen to customer ratings & reviews on Emerson.com, Then, you can start branching out to 3rd party blogs, publications, and more to broaden your view of your area of interest. Perusing influential sites like Mashable.com and Techcrunch.com are a good point of departure, and they may link to other publications of value to you. Searching a topic on a blog aggregator like Techmeme or Alltop can also reveal good articles and sources of information. Once you begin to identify different streams of information, you’ll want to begin organizing them so you don’t become overwhelmed by the volume. Tools like HootSuite, Google Reader and TweetDeck can help you to keep it all straight.”
- “Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you. Not only should you have your profile 100% complete, but to maximize your searchability you should also make sure your profile is 100% visible. When you first create a public profile, selecting Full View will ensure that you are easily searchable. It’s also a good idea to customize the URL for your LinkedIn profile, preferably to include your name, which will give your profile a more professional appearance. Then, you’ll want to promote your profile by including the URL wherever it makes sense: blogs, emails, posts on other social media sites, etc.”
- “As an Emerson employee, you can support these efforts in a few ways. We encourage all employees to share their stories of what the benefits of working for Emerson are, and we ask our employees to share relevant job postings. We know that good employees usually have friends and former colleagues who will also make good employees. Finally, you will automatically be helping just by having a profile in LinkedIn; HR has bought a careers-related banner ad that shows up any time someone visits a Dell employee’s profile page.”
- TA Script: “Has anyone heard of the new social media plug in for Office 2010? This plug in will allow anyone that e-mails you, sets up a meeting request, etc. to see your Facebook profile pic, photos and latest post without even being your friend. Take a look at the image to the bottom left. If you have the plug in installed on your computer, all of this information will appear under your e-mail communication. This information isn’t just internal to Dell’s network. Any customer that responds to an e-mail from you for sales or tech support, would be able to see your information as well. The only way to prevent this from happening is to limit your Facebook profile to only friends. If you select friends of friends, anyone will have access to it. The best way to keep your information secure it to set really high privacy settings on all of your social media accounts. However, be aware that these settings can change frequently and when they change some sites like Facebook will often reset your settings back down to the lowest option. Monitoring your accounts and looking out for things like this are vital. Reclaimprivacy.com is a great resource to find out the latest privacy information. Facebook’s currently dealing with a lot of changes around privacy because their CEO, Mark Zuckerburg, adamantly believes that you who you are at home, at work and out on a Friday night should be the same person. Obviously, not everyone feels the same way so Facebook is trying to find the right balance between open transparency and individual privacy. Ultimately, anything you post online can be made public and remain online permanently.”
- When it comes to building credibility via LinkedIn and Twitter, a healthy dose of common sense is helpful. Put yourself in the shoes of a customer or connection and think about how your writing would affect you if you were in their place. This is not the place to be salesy or spammy. You will turn off and lose potentially valuable connections if you are. It’s a better idea to be conversation and authentic while remaining professional; this no different than how you would act and communicate if you were at the physical office. The most important things to remember here is to provide value to your connections. If you are offering knowledge or advice that makes their lives easier, the strength of your network will continue to grow.”
- “People will not remember exactly what you did or what you said, but they will always remember how you made them feel.” That’s what makes certain brands so successful. They leave you with a positive feeling that you can’t forget. Each of us here today has the ability to do that through social media. What will your impact be?”