1. For Your Career

2. Today
career climate
what is “personal” branding?
justifications
personal brand planning
social media execution and ROI

3. Part one
DEFINING A NEED FOR
PERSONAL BRANDING

4. Old directions no longer apply.
economy
company volatility
unemployment rate
market instability

5. “We are the CEOs of our own
companies: Me Inc.”
- Tom Peters, Fast Company 1997

6. Predictable. Consistent.
(Personal Branding should not
be like a Magic 8 Ball)

7. Phil? Oh yeah.
I can tell you
all about him.
“Brands are built on what people are
saying about you, not what you’re saying
about yourself.”
- Guy Kawasaki

8. Part two
COMMON OBJECTIONS AND
THEIR JUSTIFICATIONS

9. Personal branding:
Just for job seekers?
Publicity & Awareness
Organization’s Credibility
Humanizes Your Company

10. Too busy?
If just 30 minutes a day
meant a path to a
better job, new
business or happier
employees, wouldn’t
you invest the effort?

11. Fine for marketing people
Too cheesey for me!

12. Am I at risk of identity theft?

13. Part three
PERSONAL BRAND
PLANNING

14. A personal branding plan
Life & Career Goals
Inventory of attributes, skills, experiences
Assess Input from your “brain trust”
Résumé, Portfolio, Interviewing Skills, Website,
Social Media, Networking Plan, Appearance…
Plan built on great stories!
Content planning
Staying current
Implement Participating and Interacting
Measurement of KPI’s
Regular re-assessment
Maintain Plan correction

15. What are your building blocks?
Great story Great story Great story
demonstrating demonstrating demonstrating
affability brilliance confidence
is for Brilliant
is for Affable is for Confident

16. Building the brand
What you convey face-to-face
Résumé, LinkedIn
profile, communications
Your
Foundational
Qualities

17. Practice.
Makes.
Perfect.
I’m
affable
and here’s
why!

18. Hair
Visual Identity
should match
brand
Smile
Accessories
Clothing

19. Part four
SOCIAL MEDIA BRAND
EXECUTION

20. 4 out of 5

21. 5 Critical Questions
What action do
Who do you want
you want them to
to reach?
take?
What do they How will you
want? convince them?
How far are you
prepared to go?

22. Who do you want to reach?
• Top influencers
• Peers
• Potential employers
• Potential partners
• Investors

23. What do they want?
• Real conversation
• New ideas
• Analysis
• Humor / wit / fun
• Attention

24. What action do you want them to take?
• Comment
• Follow / friend / connect
• Link / review / recommend
• Buy
• Hire
• Meet
• Partner
• Engage!

25. How will you convince them?
Your distinctive…
– Skills
– Knowledge
– Experiences

26. How far are you prepared to go?
• Patience
• Tenacity
• Alertness
• Curiosity
• Responsiveness
• Interestingness

27. 5 Critical Questions
What action do
Who do you want
you want them to
to reach?
take?
What do they How will you
want? convince them?
How far are you
prepared to go?

28. Balance social media with work
• Know company policies
• Set realistic goals
• Start small
• Stay manageable
• Remember disclaimers
• If it’s not fun, stop!

29. Step by Step: Getting Started
• What is the right
channel for me?
– Demographics
– Writing, long or short?
– Pictures
– Audio
– Video
• One or many
channels?
• How often is normal?

30. What is the right channel for me?

31. Social Network Demographics
Statistic Facebook LinkedIn Pinterest Twitter YouTube
Monthly 155M 26M 20M 39M 151M
Unique
Visitors
Gender % 45M/55F 51M/49F 18M/82F 45M/55F 50M/50F
Largest Age <18 (26%) 35-44 (23%) 45+ (35%) 25-34 (23%) 18-24 (20%)
Group (% of
whole)
2nd Largest 18-24 (24%) 25-34 (21%) 35-44 (29%) 18-24 (22%) <18 (26%)
Age Group 45-54 (21%)
Household 150K+ (32%) 150K+ (13%)* 50-100K 150K+ (30%) 150K+ (29%)
Income (46%)
(site vs. total
internet)
Ethnicity African Asian Not available African Hispanic
(site vs. total American American
internet)
* Quantcast data for LinkedIn’s Household Income
has been directly measured but does not match Sources: compete.com, quantcast.com, onlinemba.com May 2012
reported Internet averages used to derive their
index elsewhere.

32. Top global companies use many channels…
Source: ENGAGEMENTdb.com

33. … and reap significant rewards.

34. But most of them started small.
Just one channel.

35. How often is normal?
Twitter or Facebook:
30 minutes a day
Blogs:
2 updates/ week
Bottom line:
When you feel like it!

36. Measuring Your Investment
Unique visitors
Pages visited
Time on site
Bounce rate
Posts
Comments
Post: Comment ratio
Search engine ranking Sentiment
Reviews
Recommendations
Referrals
Tweets
Retweets (RTs)
Mentions
Connections
Followers
36

37. Some Free Tools
• Google Analytics
• Google Alerts
• Tweetdeck
• Klout
• HootSuite

38. Part four
ROUND-UP AND TAKE AWAYS

39. Take Aways
• For the foreseeable future, career management
necessitates personal brand management
• Social media is a visible, practical way to establish and
maintain a personal brand
• Social media personal branding only works in
conjunction with your other career management efforts
• Start with stories that define and exemplify what you
stand for professionally, then build messages and
choose channels for delivery
• Measure your efforts critically and adapt

41. About
• Part of SPR Companies
• A communications consultancy
• Strategy, governance and accountability for
social media efforts
• Performance management through planning
and metrics
• socialsyntax.net