Personal Branding Workshop - by Leigh George

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Association for Women in Communications - DC Chapter

Leigh George, PhD and VP at Social@Ogilvy in DC presented this to the Association for Women in Communications on February 25, 2014.

Marketing

Personal Branding
AWC-DC
February 2014

Leigh George

@leighgeorge

Vice President, Strategist | Social@Ogilvy

Why is personal branding important?

Why should I
invest in
influence?

2

Be realistic about the commitment you can make

How much
time can you
spend?

How many
platforms can
you manage
and offer
value?

What types of
content can
you create and
share?

7

Adapting your content for each platform
TWITTER

FACEBOOK
LINKEDIN

9

Get mileage out of thought leadership
ARTICLES/BLOG POSTS

PRESENTATIONS

10

Create a sense of personality with visual content

SLIDESHARE

INFOGRAPHICS

PHOTOS/VIDEOS

11

Don’t forget

• Identify your unique promise of value and who you’re trying to reach
• Determine how you can use social media to promote your value to
those people
• Be realistic
• Create the right kind of content for your audiences and the platforms
they’re on
• Maximize your thought leadership

12

Connect with me

Leigh George, PhD
Vice President
Social@Ogilvy

Email:
leigh.george@ogilvy.com
Twitter:
@leighgeorge
LinkedIn:
linkedin.com/in/leighgeorge

13

Personal Branding Workshop - by Leigh George

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Personal Branding Workshop - by Leigh George

1. Personal Branding AWC-DC February 2014 Leigh George @leighgeorge Vice President, Strategist | Social@Ogilvy

2. Why is personal branding important? Why should I invest in influence? 2

3. What is your brand? 3

4. Who do you want to connect with? 4

5. Does your use of social media support your brand and the people you’re trying to reach? 5

6. Identifying your unique value 6

7. Be realistic about the commitment you can make How much time can you spend? How many platforms can you manage and offer value? What types of content can you create and share? 7

8. What are the platforms that best support your brand value? 8

9. Adapting your content for each platform TWITTER FACEBOOK LINKEDIN 9

10. Get mileage out of thought leadership ARTICLES/BLOG POSTS PRESENTATIONS 10

11. Create a sense of personality with visual content SLIDESHARE INFOGRAPHICS PHOTOS/VIDEOS 11

12. Don’t forget • Identify your unique promise of value and who you’re trying to reach • Determine how you can use social media to promote your value to those people • Be realistic • Create the right kind of content for your audiences and the platforms they’re on • Maximize your thought leadership 12

13. Connect with me Leigh George, PhD Vice President Social@Ogilvy Email: leigh.george@ogilvy.com Twitter: @leighgeorge LinkedIn: linkedin.com/in/leighgeorge 13

Editor's Notes

You make an impression whether it’s calculated or not first thing people do is google you—what shows up? Social media encourages indiscriminant sharing Yet an image should be carefully crafted and managed like the Old Hollywood system
When people google you What do you want your brand to be? What do you want to be known for? What is your dream google results about yourself? Have people write this down
Write down the types of people you want to connect with What do you want to be googling you?
Think about how you use social media: Communicating your life? Self-expression? Entertainment? Offering value Have people talk about this
What is DVF’s unique promise of value? Story about winning the dress What do you do and why should people care Simon Sinek’s the Golden Circle WHY: passion, motivation, inspiration, beliefs HOW WHAT People buy the why, not the what Talk about this/write it down
Before you start planning think about Both on and offline Story of Google+ “I’m surprised you’re not on that”
What touchpoints can you use to create that impression of your why? foodtruck vs brick and mortar: go to where your audience is
LinkedIn as a hub Articles others have written about you

Personal Branding Workshop - by Leigh George

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