10 Tips to Make Your Personal Brand Work For You


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Is your social media use helping or hurting your career? What is your personal brand, and what does it say about you online? How do you navigate the tricky line between personal and professional in today's social media world? This presentation gives 10 tips to build your personal brand online and highlights some important things to consider about how you use social media personally and professionally.

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  • http://money.usnews.com/money/blogs/outside-voices-careers/2011/03/30/how-to-improve-your-online-identity
  • http://www.thedailymuse.com/career/can-social-media-get-you-fired/
  • LinkedInGoogle+TwitterFacebook Public posting“Fan” page
  • LinkedInGoogle+TwitterFacebook Public posting“Fan” page
  • Regular Goal Check Examples Reputation Issues Rank of Problem ContentNetworkAspirational ConnectionsNetwork SizeCareer Development Career Opps ReceivedSpeaking & Writing Sites Contributed To Rank of Articles
  • Is local a part of that strategy?
  • 10 Tips to Make Your Personal Brand Work For You

    1. 1. 1 @tmonhollon #brandyouchatHow to: Make YourPersonal Brand Work ForYou (Not Against You)Tiffany MonhollonSenior Content Marketing ManagerVP, Social Media Club Dallas@tmonhollon
    2. 2. 2 @tmonhollon #brandyouchat“It’s Not What You KnowOr Who You KnowOr Who Knows YouBut Who Feels LikeThey Know You”– Carrie WilkersonThe Barefoot Exex
    3. 3. 3 @tmonhollon #brandyouchatIntroducing: The Brand Called You• 1997, Fast Company• Brand Metaphor Applied to Career• Pre-Social Media AgeTom Peters
    4. 4. 4 @tmonhollon #brandyouchatTraditional ComponentsBrandYouKnowledge& SkillsLeadership& WorkEthicInterpersonalComm.CommunityInvolvementEmotionalIntelligenceAppearance &Professionalism
    5. 5. 5 @tmonhollon #brandyouchatSocial Media Revolution50 MillionUsersRadio:38 yearsTV:13 yearsInternet:4 yearsiPod:3 yearsInstagram:1.5 years
    6. 6. 6 @tmonhollon #brandyouchatPersonal Branding TodayPersonal branding is the process whereby people and theircareers are marked as brands. The creation of an asset thatpertains to a particular person or individual; this includes but isnot limited to the appearance and knowledge containedwithin, leading to an indelible impression that is uniquelydistinguishable.Personal branding often involves the application of onesname to various products. For example, celebrity real-estatemogul Donald Trump uses his last name extensively on hisbuildings and on the products he endorses (e.g.,TrumpHotels).-Wikipedia
    7. 7. 7 @tmonhollon #brandyouchatPersonal Branding TodayPersonalBrandingGlobalCross-GenerationalCross-FunctionalOnlineCareerAsset
    8. 8. 8 @tmonhollon #brandyouchat90% of RecruitersRegularly GoogleCandidates to Help Drawa Complete Picture ofthat PersonSource: Jobvite
    9. 9. 9 @tmonhollon #brandyouchat1 in 3 Employers Rejecteda Candidate Because ofSomething Found OnlineSource: LinkHumans
    10. 10. 10 @tmonhollon #brandyouchat42% of Companies TookDisciplinary ActionAgainst Employees forMisuse of Social NetworksSource: TribeHR
    11. 11. 11 @tmonhollon #brandyouchatWhat Does YourPersonal BrandSay About YouOnline?(And to Whom?)
    12. 12. 12 @tmonhollon #brandyouchatBest Practices• Build professional expertise• Establish a credible personal brand online• Support your organization’s goals• Celebrate and share your individual persona• Share value within your community
    13. 13. 13 @tmonhollon #brandyouchatDefining Your Brand Mission StatementTopic: Subject matter expertiseKnowledge: What you knowNetwork: Who you knowCommunity: A place to contributeCreativity: Your unique voiceInterest: Your passion
    14. 14. 14 @tmonhollon #brandyouchat10 Steps toBuild Your BrandOnline
    15. 15. 15 @tmonhollon #brandyouchat• Incognito Window (Chrome)– Avoid Personalized Search• Name Keyword Searches– Your Name– “Your Name”– “Your Full Name”• Name + Location• Consider Perspectives– Current Employer / Client– Future Employer / Client– Contacts & Network– Friends & Family1) Google Yourself
    16. 16. 16 @tmonhollon #brandyouchat2) Set up Alerts
    17. 17. 17 @tmonhollon #brandyouchat• Manage Reputation Issues• Build Presence on Search Engines– Professional Name– Subject Mater Expertise / Keywords– Local Topic Keywords• Build Professional Network• Develop Career Prospects• Support Organizations Goals• Participate in Communities of Interest• Become Brand Ambassador / Influencer• Develop Speaking & Writing Skills & Opportunities• Share Your Life & Interests3) Define Your GoalsWhatare yourgoals?
    18. 18. 18 @tmonhollon #brandyouchat• Your Formal Role– Job description, assignments,– Visibility– Company accounts– Vendor/agency relationships• Encouraged for Employees– How: Personal v. professional use– When: On company time v. personal time– Where: Websites, blogs, social media sites• Company Guidelines– Company social media policy?– Code of conduct? Employmentcontracts?4) Consider Your Company & Position?
    19. 19. 19 @tmonhollon #brandyouchatProfessional• Align your personal brandinggoals with your company’ssocial media strategy– If you don’t know, ask!• Promote company contentto relevant audiences– Twitter, LinkedIn, Google+– Facebook?• Build subject matterexpertise that supports yourcurrent and futureemployment5) Define Your Personal/Professional LinePersonal• Are privacy controls set uplike you want them?• What personal content goeswhere?– Pictures– Children’s names– Hobbies, interests– Location-based posts• What are friends and familycomfortable being sharedabout them?
    20. 20. 20 @tmonhollon #brandyouchatCulture is Shifting to More Public SharingTeens today share on social media:1. Real name (92%)2. Photo of yourself (91%)3. Interests like movies, music, books you like (84%)4. Birthdate (82%)5. School name (71%)6. City or town where you live (71%)7. Your relationship status (62%)8. Your email address (53%)9. Videos of you (24%10.Your cell phone number (20%)Source: Pew Internet
    21. 21. 21 @tmonhollon #brandyouchat• Professional Photo– Image Quality– Image Composition• Professional Bio– Personal Touches– Disclaimer• Credentials• Relevant Links– Social Sites– Website– Blog• Keywords– Industry– Career– Local6) Create + Optimize Professional Profiles
    22. 22. 22 @tmonhollon #brandyouchatPersonal Branding & Your CareerSocial Recruitment92% of recruiters use social networking in recruiting73% have successfully hired via social media93% use LinkedIn66% use Facebook54% use Twitter43% say it helps them find better quality candidatesCompetitive RecruitmentPassive candidates are found via- Employee referrals- Social networking)Source: Jobvite
    23. 23. 23 @tmonhollon #brandyouchat• Twitter, Google+– Public: Profile, Bio, Photo, Link, etc.– Posts: “Privacy” Optional on Twitter (all or nothing)– Posts: Google+ Posting Has Optional Controls• Public, Circles, Select• LinkedIn• Public: User Name, Photo, Basic Profile Info• Network: Access to more bio info, messaging, etc.• Facebook– Public: User Name, URL, Timeline + Profile Pics (all)– Posts, videos, and photos: Various “Privacy” controls– Tip: Use the Facebook Profile: “View As” FeatureWhat’s Public, Where?
    24. 24. 24 @tmonhollon #brandyouchat1) Gather Content• Subscribe via RSS & Read Daily– Industry & SME Topics– Influencers• Industry Events• Research & Statistics2) Schedule & Share Content• Add comments and insight• Tools: Hootsuite, Buffer, etc.3) Respond & Engage to Interactions• Engage influencers and peers4) Be a Conversion Starter7) Share & Curate Valuable Content
    25. 25. 25 @tmonhollon #brandyouchatEngage Professionally• Twitter Chats• LinkedIn Groups, Questions• Blog & Facebook Post Comments• Google+ Hangouts & CommentsWrite Unique Content• Public Google+ Posts• Guest Blogging– Company– Industry & Local Publications• Your Own Blog8) Engage & Write Valuable ContentTip: Createa list ofpersonalbrandkeywords.
    26. 26. 26 @tmonhollon #brandyouchat• Face to Face Networking– Align Your Elevator Pitch– Personal Contact Cards• Digital Follow Up Post-Event– Email Important New Contacts– Connect on Social Sites– Create Twitter Lists– Stay in Touch• Be a Connector9) Incorporate Offline + Online
    27. 27. 27 @tmonhollon #brandyouchat• Profile Updates• Goals– Progress & Relevance• Google Alerts & SERP– Issues, Trends, GoodContent to Share• Speaking & Writing• Reputation Issues– Rank of Problem Content• Network– Aspirational Connections– Network Size• Career Development– Career Opps Received10) Review RegularlyDon’t forgetto celebrateyour wins!
    28. 28. 28 @tmonhollon #brandyouchatPersonal• Privacy• Personal safety• Identity theft• Fair use & copyright• Libel & defamation• Criticism• SLAPP lawsuitsIssues, Concerns & UnknownsProfessional/Work• Formal .v informalsocial media use• Internal policies• Blocked access• Smartphone use• Time-stamped entries• HR concerns• Legal issues• Productivity
    29. 29. 29 @tmonhollon #brandyouchat• The gut check test– Sometimes it’s a personal call– It’s ok to ask for advice– Tap into your network• Proactive responsibility– Are you an unofficialspokesperson?– Are you influencing influencers?• Handling issues– Address immediately– Don’t attempt a cover upPersonal Responsibility
    30. 30. 30 @tmonhollon #brandyouchatThe “Google Rule”– If Google reads it,Everyone reads it.The “Final Destination” Rule– You never know whereyour content will go.– “Friends” can be yourworst enemies.– Screenshots cancircumnavigate yourprivacy controls.Rules of Engagement
    31. 31. 31 @tmonhollon #brandyouchatTakeawaysOwn and manage your brand onlineShare content you want to be known forBe active daily and engageGive and be generous onlineUse responsibly and respect your company’s brandHave a plan and take the first step today
    32. 32. 32 @tmonhollon #brandyouchatWhat Does YourPersonal BrandSay About You?
    33. 33. 33 @tmonhollon #brandyouchatThank You!Tiffany MonhollonSenior Content Marketing ManagerVP, Social Media Club Dallas@tmonhollon