Ginger Zumaeta is a marketing executive who started her own firm, ZUMGI, to leverage both traditional and digital media. In this presentation, she discusses managing personal brands online through platforms like LinkedIn, Facebook, and Twitter. She provides tips on assessing your online presence, managing profiles, connecting with others, and leveraging your brand in the real world through in-person meetings. The goal is to authentically represent yourself and be helpful to others.

1. Where Strategy + Marketing intersect
How To Manage Your Online Reputation
& Put It To Use In The Real World
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2. About Me
About Ginger Zumaeta, Founder of ZUMGI: After 20 years in
the media industry in roles ranging from receptionist to
researcher . . . marketing executive to executive producer, I
realized that I’d accomplished everything I wanted to accomplish
in television. I had created Emmy winning marketing campaigns
and even launched a daily show about life in Los Angeles that went
head-to-head against Oprah. I was at the top of my field, yet had
started to feel confined because I wanted to work on a wider range
of projects, leveraging not just traditional media, but digital media
as well. I wanted to give birth to new brands, in a wider range of
industries. So, in 2009, I took the leap and opened my own
company, ZUMGI. Now I’ve worked with companies ranging from
Coca-Cola, to a Chinese fast food restaurant, to a hospital system.
For me, ZUMGI is where strategy and marketing intersect. At
ZUMGI, I and my team of super-heros help businesses grow by
delivering product and marketing strategies that just work.
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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3. My Ambitious Goal Today
• Talk about Personal Brand - and why it matters
• Give some basic tips on how to manage your
brand
• Talk about how to leverage your brand in the real
world
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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4. What is your
PERSONAL brand?
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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5. What happens in
Vegas stays in
Vegas . . .
until you read
about it on
Twitter
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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6. Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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7. The Social Media
Trifecta
LinkedIn, Facebook, Twitter
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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8. 4 Steps to ORM
• Assess
•Manage
•Monitor
•Maintain
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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9. Assess
• Search on Google,Yahoo, Bing,YouTube, Flickr, etc
• Try something like yoast.com to conduct a non-
personalized search
• Record your top 30 links or so - go at least 3
pages deep to see what’s bubbling to the top (few
will go further than that)
• Try Outspoken Media’s assessment sheet
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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10. Manage
• LinkedIn! The easiest way to manage the top of
the list (more on this later)
• Also
• Facebook
• Twitter
• Your own blog (wordpress, blogger, tumblr, etc.)
• Comments on other people’s blogs
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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11. LinkedIn - The Basics
• Have a good profile picture
• Have a good headline
• Fill out your profile completely - this will force
you to think about who you are
• Import your contacts - you’ll be alerted when
folks who aren’t on join up
• Keep your profile updated
• Integrate with other services (but be careful)
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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12. Audit Your Settings!
Connectedness is awesome, but can be dangerous
•Example: How a photo you take can end up in a public
space.
Yikes! Think about what’s going to happen with every picture you
take, and that is taken of YOU!!
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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13. It’s not a
popularity
contest
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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14. From the physical world to
the virtual
• NEVER EVER throw a business card away.
• Digitize it immediately, and reach back out to
solidify the connection.
• Figure out who you know in common
• TRIAD - be a connector. Invite people you meet
to join your network and see if there’s anyone
you can introduce them to.
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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15. From the virtual world to
the physical
• Inventory your NETWORKS
• Your Trojan network, affinity groups, expertise
groups, interests, and others
• Ask for help/feedback when you need it
• SME’s are happy to share
• Do lunch, have coffee, etc. - offer value
• ASK FOR THE MEETING - HAVE NO FEAR
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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16. •Be the YOU you
want to be
•Be Authentic
•Be Helpful
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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17. Some Resources
• Outspoken Media - in slideshare on my
profile
• Dan Schawbel - personalbrandingblog.com
• Crush It by Gary Vaynerchuk (book)
• ZUMGI - www.zumgi.com
Prepared by Ginger Zumaeta | Apr 28, 2010 Strategy + Marketing
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18. Ginger Zumaeta
www.linkedin.com/in/gingerzumaeta
www.facebook.com/gingerzumaeta
www.facebook.com/zumgi
www.twitter.com/gingerzumaeta
www.twitter.com/zumgi
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