#InnoCon Workshop: The Future of Personal Branding, Jeremy Goldman
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#InnoCon Workshop: The Future of Personal Branding, Jeremy Goldman
- 1. The Future of Personal Branding 2017 #INNOCON Jeremy Goldman, Firebrand Group @jeremarketer
- 2. 1 About Me • NYC-based • Firebrand Group since 2012 • Formerly of Unilever, L’Oreal • 1 wife, 2 kids, 5 pets • Going Social and this new one here, Getting to Like
- 3. 2 What We’ll Cover • The Importance of Being Futureproof • LinkedIn • Twitter • General Digital Tips • Building Your Brand IRL
- 4. 3 The Importance of Being Futureproof● By 2020 over 40% of the US workforce—over 60 million workers—will be free agents ● 80% of large corporations plan to substantially increase their usage of permanent freelancers ● The number of temporary employees jumped 29% between 2009 and 2012 ● Temp workers comprised 22% of the workforce among the 200 largest U.S. companies ● Globalization makes personal branding more important: ○ 3.2B global Internet users ○ 400M registered LinkedIn users ○ 320M monthly active Twitter users
- 5. LinkedIn
- 8. 7 Pulse
- 9. 8 Publishing
- 10. 9 Groups
- 12. Your Profile
- 13. 12 Headline ● At the top of your profile ● Has to immediately tell your audience who you are ● What’s the first thing you want people to know about you? It belongs in the headline. If you’re actively exploring new opportunities, consider putting that in the headline ● If your company isn't commonly known among your intended audience, include a short but detailed description
- 14. 13 Summary ● Next in importance to headline ● Think of your “15 second intro” ● 1st or 3rd person?
- 15. Skills ● LinkedIn will often prompt users to endorse their connections’ skills ● The more endorsements you get for that skill, the more people will believe in your expertise 14
- 16. 15 Recommendations ● Unlike Endorsements, Recommendations are free- form ● Opt for targeted recommendations ● Give more, get more
- 17. 16 Importance of Headshots ● Your opportunity to make a good first impression ● Not any old selfie will do ● Don’t flub this step ● Photo pet peeves: when people post pictures that are way too small
- 18. 17 LinkedIn Don’ts ● Be mindful of your behavior ● Don’t add keywords indiscriminately ● Don’t collect connections just for the sake of it ● Don’t flirt - this isn’t Tinder ● Don't forget where you're posting; be respectful
- 19. Twitter
- 20. 19 Why Twitter? ● 320M active users (100M/day) ● 38% of Millennials ● 1B unique visits monthly to sites with embedded tweets
- 21. 20 Write Your Bio ● Be straightforward and honest in defining yourself ● Add a dash of wit—but don't try too hard ● Portray yourself as upbeat & optimistic ● Use keywords ● Include something about one of your personal interests
- 22. 21 #How #To #Hashtag ● Don't overdo it! ● Emulate successful peers ● Click on tags to see their popularity/relevancy
- 23. 22 Amassing Followers ● Be patient! ● Use search function ● Engage meaningfully ● Import address book ● Follow relevant/interesting users
- 24. 23 Twitter Chats ● Virtual events housed on Twitter ● Organized around one hashtag ● Moderated, focused, set schedule
- 25. 24 Twitter Lists
- 27. 26
- 28. 27 Optimizing Your Schedule ● Timing: seemingly minor, yet an important factor in success ● Finding the optimal time to post will boost your audience reception ● Determine the best time to get your content in front of your audience ● Best engagement rates: ○ Early morning (7 a.m. EST), ○ After work (5 p.m. EST) ○ Late night (11 p.m. EST). ● Times that work best for you will vary ● Your posts should come when your audience is most likely to have your brand or your subject matter in mind
- 29. 28 Encouraging Engagement ● Asking your audience a question? Frame properly ● “Like if…” or “Care to comment…?” or “Tell me if you…” ● Positioning “where” or “when” or “would” at the end of the post brings 15 percent more engagement ● Be wary of “why” questions
- 30. Building Your Brand IRL
- 31. 30 Why IRL Matters ● A brand isn’t powerful if no one knows who you are ● Network = powerful asset ● Social networking & digital don’t replace face to face ● Your physical presentation must reinforce your digital brand ● Exposes you to new modes of thinking ● Finding like minded people who mesh with you is key
- 32. 31 The first seven seconds in which you meet someone is when you'll make a “first impression”
- 33. 32
- 34. 33
- 35. 34
- 36. 35 Some More Key Tips ● Speak clearly ● Introduce yourself ● Repeat your contact's name so you remember it ● Dress for success
- 37. 36 Networking Events & Conferences ● In-person interactions can really help grow your business ● Tailor your approach to every event & have specific objectives ● Put together a plan well in advance ● Devise a formula for speaking vs. attending
- 38. 37 Finding & Speaking at Conferences ● Use Lanyrd ● Look for calls for speakers paired with a particular city or industry ● There will be top conferences in your area or niche, but smaller events may be better for first-time speakers ● Think about how you’re going to stand out
- 39. Thank You!
Editor's Notes
- Sarah does quick upfront JG does his bio, ABZ does hers ABZ: The impt of personal branding & TOC JG: LinkedIn up until Your Profile ABZ: Your Profile until end of LinkedIn section Twitter: Ali: Start through Amassing Followers JG: Remainder of section JG: Everything Else Digital ABZ: IRL JG: Thank you/”opening the floor”
- •According to The Intuit 2020 Report, a 2010 study designed to look at the next decade, over 40% of the US workforce—over 60 million workers—will be “contingent workers” or free agents. •Moreover, 80% of large corporations plan to substantially increase their usage of permanent freelancers, in part so that they don’t have to provide health insurance (according to your cynical authors). Need more convincing? The Bureau of Labor Statistics found that the number of temporary employees jumped 29% between 2009 and 2012. On average, temporary workers comprised 22% of the workforce among the 200 largest companies in the U.S. •By all accounts, this number continues to rise. Workers across multiple industries are realizing that they can support themselves without a full-time place of employment.1 But if you go the permanent freelance route, your personal brand is your corporate brand. How effectively you present that brand directly affects your ability to pay the bills. In many ways, personal branding will improve your earning potential and quality of life. Call us crazy, but that’s a pretty good thing to aim for. •The Impact of Technology & Globalization •Technology has had a major impact on globalization, allowing companies, regardless of size, to do business with customers, start partnerships, and open up offices all over the world. Coupled with the growth of digital and social media, globalization has made personal branding more important than ever. Your prospective audience does not just consist of your local network; it might consist of over a billion individuals. After all as of April 2014, the Internet at large had over 2.4 billion users total, including 255 million monthly active Twitter users, and 300 million registered LinkedIn users. The possibilities for building connections and making your name known are now virtually limitless. •
- Leverage Your Feed: Join conversations with an answer to someone’s question, a follow-up question of your own, congratulations of some sort, and so on.
- Pulse: Helpful for staying well-informed. The business world is moving more quickly than ever, so if you don’t read, there’s a good chance you’ll miss out
- Publishing: •Publishing a post is a great way to get your thoughts in front of a large number of the right people. •Before you dive in, we recommend taking a look at the types of posts that are successful on LinkedIn so that you don’t spend time developing content that won't work for your LinkedIn audience. •
- LinkedIn Groups: •Participating in groups will help you develop more lasting connections and bolster your reputation. •Find communities with active memberships. •Another benefit of groups—many users let fellow group members contact them privately. If there’s somebody you want to connect with, you can look on their profile and see what groups they’re part of. Then you can join those groups specifically to send that person a message. •Make sure you build relationships before asking people to do things for you •
- See Who’s Viewed Your Profile: •Get an accurate sense of what audience you’re attracting. If necessary, you can revise the keywords in your profile to get noticed by a more relevant audience. •You can also see how you rank in relation to others, which tells you how well you're doing at promoting yourself on LinkedIn compared to others. •You can also see professionals in similar fields who are doing even better, and learn from their examples. Use the “Professionals like you” list to find individuals who don’t directly compete with you—they have the potential to become future collaborators. •
- Headline: The headline is at the top of your profile, and it has to immediately tell your audience something about who you are. If the first thing you want people to know about you is that you’re a keynote speaker, well, that absolutely belongs in the headline. If you are actively exploring new opportunities, that’s the kind of thing you need to consider putting in the headline as well. If your company isn't commonly known among your intended audience, include a short but detailed description so your audience can see exactly what the company’s focus is.
- Summary: •After your headline, the #1 thing people will read is your summary. If you were introducing yourself to someone, and you only had 15 seconds, what would you want to have gotten out of your mouth before you run out of time? •Some people write their summary in the first person, and some people write it in the third person. We prefer the first-person POV because part of the nice thing about social media is that it makes people more relatable. •Some people write their summary in the first person, and some people write it in the third person. We prefer the first-person POV because part of the nice thing about social media is that it makes people more relatable. •
- Skills: •LinkedIn will often prompt your connections to endorse their connections' proficiency in various skills. •The more endorsements you get for that skill, the more people will believe in your expertise.
- Recommendations: •Unlike Endorsements, which are your connections’ ways of saying you’re good at specific skills, Recommendations are completely free-form. When requesting a recommendation, you can mention some of the attributes that you’re looking to emphasize. Give the contact you're asking roughly four things you want to be known for, which gives them options without boxing them in. •To improve your odds of getting a few of your own, why not write some recommendations for those you hold in high esteem? After all, it’s better to give than receive.
- Importance of Headshots: •Your photo is your opportunity to make a good first impression—it’s what will catch someone’s attention. People want a face to put to the name and the skill set. But not just any old #selfie will do. •At this point, you’ve put too much effort into your LinkedIn presence to flub this step. Even an impressive resume will be passed over if your profile picture is unprofessional or inappropriate. •One of our biggest photo pet peeves: when people post pictures that are way too small. Make sure that you view your profile from both a phone and a browser to ensure that you've optimized it for all types of devices. •
- LinkedIn Don’ts: If there’s one platform where you should be especially mindful of your behavior, it’s LinkedIn. Don’t add keywords indiscriminately just to show up in more searches. If your profile doesn't back up your keywords, you’ve just wasted someone's time, and they’ll automatically ignore you. Don’t collect connections just for the sake of it. LinkedIn connections are not Pokemon—you don't have to catch them all. If you want to connect with someone, make sure to explain why so you don’t come across as spammy or generic. We are much more likely to connect with someone if they mention something that is relevant to our interests rather than the default "I'd like to add you to my professional network on LinkedIn. Don’t flirt. This isn’t Tinder. Flirting with coworkers in an office environment is inappropriate, and the same rule applies on LinkedIn. Online harassment is a huge issue, and one that should be taken seriously. Behavior that would get you in trouble with HR is just as unacceptable here. Don't forget where you're posting. It’s acceptable to joke around every now and then on Facebook, Twitter, and other social platforms. Bonus points if you can be both funny AND tie it back to a relevant topic. However, be respectful. If you take it too far, regardless of the social platform (but especially on LinkedIn), it could still impact your reputation. Show New Yorker cartoon caption here? (There is a theory that any cartoon in the New Yorker can work with the caption "I'd like to add you to my professional network on LinkedIn.”
- 320M active users (100M/day) 38% of Millennials – ain’t going away at the moment 1B unique visits monthly to sites with embedded tweets
- Twitter Bio: Be straightforward and honest, making sure to emphasize the defining attributes of your brand. Add a dash of wit—but don't try too hard Just like in real life, portraying yourself as upbeat and optimistic will attract more followers. You’ll naturally draw people by being exciting and engaging Use keywords that will make you more likely to show up in searches, and choose your hashtags wisely to attract the right followers Include something about one of your personal interests—whether it’s coffee, photography, or traveling—to let people see a small glimpse into who you are outside of your job
- #How #To #Hashtag: Don't overdo it! Look up a few peers who are doing a good job, see which tags they use Click into the tags to see how popular/relevant they are
- Don't expect to rack up thousands of followers without making the time to engage and interact Use search.twitter.com or the search function in your browser/app to find people who are interested in the same topics as you are. Engage with other users in a meaningful way – don’t just retweet. Comment on their content, or ask them a question! If you have multiple email addresses—import your contact for each email address
- Using Twitter Chats •Virtual events housed on Twitter •Every participant uses the same hashtag •Typically moderated by someone or multiple parties, focused on a specific topic, and last for a specific amount of time •
- Twitter Lists: •Your main feed is too generalized and tough to follow, so break up your Twitter contacts into different segmented Twitter Lists •Lists let you organize individual accounts in various groups and better manage your tweets •You can subscribe to a list created by another user, or, preferably, you can create your own by going to https://twitter.com/lists, and then clicking on "create new list" •By creating your own list, you can easily follow the tweets of specific groups of users separate from the ones that follow you. •Lists can also be used for competitive analysis: for one, you actually don’t have to follow someone to place them on a list, so you can follow your competition without technically following them. On top of that, you can make a list completely private, hidden to everyone but you •
- Facebook Groups •Facebook Groups are an underrated and powerful part of Facebook •You can post a status, photo, video as usual, or post a question with multiple choice answers, or a file, which can be uploaded from your computer or Dropbox •Facebook algorithmically decides that content coming from your groups is highly likely to be relevant to you, so new group posts will usually show up prominently in group members’ newsfeeds. This means if you post, there’s a good chance most members will see it •Don't be promotional too often. People won’t click on your links or respond to your posts if they don’t know you, so try to chime in on other peoples’ posts whenever relevant. Add value when you can, as that will help build your reputation in the community.
- Optimizing Your Schedule •Once your content is developed, you then need to determine the opportune time to get that content in front of your audience. The timing of a post may seem like a minor detail, but it’s really an important factor in determining its success. •For example, posting during the workday will lead to poor reception, while the best response rates occur during peak hours: Early morning (7 a.m. EST), after work (5 p.m. EST), and late night (11 p.m. EST). •The times that work best for your audience may vary. Your posts should come when your audience is most likely to have your brand or your subject matter in mind. Finding the optimal time to post will boost your audience reception.
- Encouraging Engagement When asking your audience a question, you have to frame it in the right way. Don’t be afraid to ask in a simple, outright manner, such as “Like us if…” or “Care to comment…?” or “Tell us if you…” Positioning "where" or "when" or "would" at the end of the post brings 15 percent more engagement than those same words buried in the middle of the post. Be wary of why questions, which are seen as more intrusive and require more effort to answer than what questions.
- •Your brand won’t be very useful to you if nobody knows who you are. •Your network is one of your most powerful assets—it's going to help you gain credibility from both your audience and your peers. •Social networking and digital in general is no substitute for getting out there and meeting people face to face •Your physical presentation should reinforce and support your digital brand •Getting out into the world exposes you to new modes of thinking and forces you to become more flexible •Who you spend your time with is almost as important as what you spend your time on, and you should always seek relationships with others who complement your personality •Finding likeminded people who mesh with you is key, and you will benefit greatly from working with those who have a history of positive collaborative endeavors and a willingness to give back •
- •The first seven seconds in which you meet somebody, according to science, is when you'll make a “first impression.” •Smile! Facial expressions are very important when it comes to making a good first impression. Who doesn't want their personal brand to be associated with positivity? If you're excited to meet with someone, don't feel like you have to downplay your enthusiasm. •Have a firm handshake. You want to walk the line between a squeeze that comes across as incredibly tight and the dreaded limp fish. •Speak clearly •Introduce yourself, and repeat your contact's name so you remember it •Dress for success
- Smile! Facial expressions are very important when it comes to making a good first impression. Who doesn't want their personal brand to be associated with positivity? If you're excited to meet with someone, don't feel like you have to downplay your enthusiasm.
- Have a firm handshake. You want to walk the line between a squeeze that comes across as incredibly tight and the dreaded limp fish.
- Eye Contact
- •Speak clearly •Introduce yourself, and repeat your contact's name so you remember it •Dress for success
- •Digital networking is important, of course, but in-person interactions with customers and fellow entrepreneurs can really help grow your business, too •Tailor your approach to every event. Have a good reason for going and know what you want to get out of attending. If you don’t think about your objectives in advance, you won’t get the most out of your time investment •Put together a plan well in advance, look up speakers and fellow attendees, and make a mental checklist of what you want to accomplish •Devise a formula for determining how often you speak at conferences vs. how often you attend to learn and network. Try a 50/50 split, and adjust to what works for you •
- •Use Lanyrd to find out who's going to attend a specific event. It's a crowdsourced platform owned by Eventbrite. Sign in with your Twitter or LinkedIn account and receive event suggestions relevant to your interests •Look for calls for speakers paired with a particular city or industry •There will be top conferences in your area or niche, but smaller events may be better for first-time speakers •Think about how you’re going to stand out when you’re planning what you’re going to talk about