Managingyourdigitalbrand 130613090128-phpapp02


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Managingyourdigitalbrand 130613090128-phpapp02

  1. 1. How Digital Data Impacts Your Brand 1
  2. 2. Agenda 2 Strategic Overview Audit Research Influence Accept Q & A
  3. 3. Strategic Overview While this process is presented sequentially, it is a never-ending circular change in your online behavior. The key premise is simple: there is no such thing as private online content. 3
  4. 4. ARIA 4 • AUDIT: understand your current digital footprint • RESEARCH: know where your expertise can grow • INFLUENCE: find those discussions and engage • ACCEPT: embrace your following
  5. 5. AUDIT 5
  6. 6. We no longer live in a world where our personal brand and our professional brand are two separate entities. For better or for worse, our digital footprints linger behind us even if our strides have changed. 6 you = brand
  7. 7. 7 WHO ARE YOU? Now is the time to audit your online presence and understand how to define your BRAND.
  8. 8. In general, you should control what appears on the first page of Google for your name. •If you are positioning yourself as a digital expert, you need to be in position 1. •If you have a title of Director or above, you should dominate the first page. •Make sure to check “images,” “news,” and “YouTube.” 8 Google results
  9. 9. 9 Google, continued
  10. 10. 10 LinkedIn: •Include photo for SEO. •Use keywords and phrases to be more relevant for offers you want to be considered for. •Also, put details of your successes for each job description as opposed to daily responsibilities. •Participate, participate, participate.
  11. 11. Unless you use Facebook in a purely professional capacity, I recommend you block all of your visible content. 11
  12. 12. Facebook Privacy 12 Changes over time
  13. 13. Twitter 13 It’s not enough to have a Twitter account; you should also be tweeting
  14. 14. it is actually WORSE for your brand to have a DORMANT social presence… …than none at all. 14
  15. 15. know where and how people are talking about you 15
  16. 16. 16 Google Facebook LinkedIn …everywhere else
  17. 17. audit checklist 17 • Get out there and own the first page of Google • Blog. Tag. Participate. • Block, block, block your personal Facebook page from public eyes. • Settings. Restraint. Common Sense. • LinkedIn is the first place people go to vet you. • Use the fields. Join groups. • Start monitoring your mentions across social networks. • Filter.
  18. 18. RESEARCH 18
  19. 19. Google Alerts 19 You should have at LEAST 3 Google Alerts set up to deliver daily feeds to you: – “your name” – “your company’s name” – “your field of interest” OR “your target employer” Examples: – “april wilson” – “digital analytics 101” – “social media measurement”
  20. 20. eMarketer Blog 20
  21. 21. Smartbrief 21
  22. 22. PR Daily 22
  23. 23. Copyblogger 23
  24. 24. Site Trail provides free, detailed competitive analysis on any website or public domain. Make sure to refresh the data (using the link at the bottom) if it looks stale. 24
  25. 25. research checklist • Create a special email designed to funnel “intel” to you. • Subscribe to at least 2-3 alerts and 2-3 industry newsletters. • Set a rules engine to flag them separately from other emails to understand effectiveness of that intel. • Keep a Google doc open to jot down any topics that interest you or you may want to expound upon. • Know your competition. • What are they doing? • How can YOU do it better? 25
  26. 26. INFLUENCE 26
  27. 27. BufferApp 27
  28. 28. 28 Sprout Social
  29. 29. …and don’t ignore the power of personal attention 29 Remember to send personal messages from time to time to people in your network who: •Share your passions •Share your content •Inspire you •Remind you of yourself
  30. 30. The key to success with influencing is: RESPOND -Comment on articles and posts -Share content you like -Mention people who influence you 30
  31. 31. ACCEPT 31
  32. 32. You may get followers or fans you don’t expect. People who follow you who are different from your own brand image is okay. Accept everyone; engage the most valuable to your brand. 32
  33. 33. QUESTIONS? 33