matt appleby personal vs professional
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#CIPRSM#CIPRSM
Personal vs Professional in social mediaMatt Appleby FCIPR
5 September 2013
SOCIALSUMMER
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Right/wrong answersStart debate:Why personal?Why professional?Brand ‘you’Evolving pictureShare experiences
this evening
Pic: Nomaan on Flickr
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“People are part of everything you do now and you are among them”
Brian Solis, Share This Too
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Finding a job*:Personal tutorReferencesProfessional reputation:Media coveragePublicationsProfessional membershipsNetworks/wom
*Share This Too, Chapter 23, Richard Bailey
then…
Easy to keep work and home separate – to maintain ‘professional persona’
=
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Jobseekers in the 2020s may have had a social media profile since before birth
Google creates your first impression
Even more important for reputation managers – judged on reputation
Impossible to separate personal & professional – but advisable to create distinction
now…
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Brian:“You’ve got to think for yourselves! You’re all individuals!”Crowd:“Yes! We’re all individuals!”
Monty Python’s Life of Brian
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Brand definition:A product or service to which people attach a bunch of tangible (functional product and service characteristics) and intangible (emotional and/or symbolic) meanings that add value.A brand’s purpose is to differentiate itself from competitors.
So, value in combining personal with professional and showing a distinct, individual character online
brand ‘you’
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“I can be whoever you want me to be, Baby! I’m in PR. That’s
what we do”Practitioner interview, Reed 2013
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Market to the mindset
Harness the power of emotion
Different purpose. Different mindset
the Mindset Divide
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http://marketing.linkedin.com/mindset-study
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http://marketing.linkedin.com/mindset-study
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http://marketing.linkedin.com/mindset-study
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http://marketing.linkedin.com/mindset-study
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Recognise the need to tailor content to different channels but be aware that you’re always building an overall picture of brand ‘you’.
You can keep them distinct but you can’t always keep them separate.
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Tell a consistent ‘brand’ story across all your (public) channels.
Your personal interests can strengthen your professional reputation.
No need to maintain a ‘professional persona’ but what goes on tour needs to stay on tour.
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Me: Work Friends/Family
Blogging Photography
Food & Drink
Cardiff
Twitter X x X X X X
Facebook X X X
LinkedIn X
Google+ X X
Instagram X X X X X
Flickr X X
Blogs Golley Slater
Golley Slater
easyteas We Are Cardiff
RoathCardiff
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Biog makes it clear what you’ll tweet about
I can use other accounts (work, blogs) for specific content and use my own to share only what’s relevant
Did maintain separate profiles, but try to avoid a split ‘me’ online
twitter is a challenge
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Even in private networks, only a cut-and-copy away from the rest of the world.
Big brand public #fails
www.cipr.co.uk/content/social-media-guidance
risks
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self edit and play nice
Would I say this to my boss, my
gran or my local
newspaper?
YES
NO
Tweet
Don’t Twee
t
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“To get between the client and the footlights is bad manners.”
Ogilvy & Mather, Corporate Culture
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It will always be bad manners – but social networks have put PR people on the same stage
The Alastair Campbell paradox – so good at managing the story that you become part of it
But also an opportunity to build a better public understanding of our profession by showing a diversity of ‘human’ role models
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“We live in a time where brands are people and people are brands.”
Brian Solis, WTF
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Within five years 57% of CEOs will be using social media. It will be the second most important way to engage staff after face to face.*
Buy me. Trust me. Love me.*
*Share This Too, Chapter 24, Jane Wilson
professional voice
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Conversations among human beings sound human. They are conducted in a human voice. (3)
Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind corporate firewalls. (62)
We know some people from your company. They’re pretty cool online. Do you have any more like that you’re hiding? Can they come out and play? (84)
people of Earth:
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Audiences now accept conversations with ‘brands’ – but they’re still better with a human voice:Tailor content – Mindset DivideIntroduce the people behind the profileEncourage personal sharing of company contentOpen up access to the accountsHandovers, guests and eventsThink ‘exclusive’ and behind the scenes
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“Social media is rooted culturally in showing your real, whole self.”
Jay Baer, convinceandconvert.com
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Our personal profiles can contribute to our professional success.
The networks we build are not neatly separated into personal and professional.
Findability is key – how do we create content which will bring others to us?
the whole self
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Tangible: Skills, experiences and interests that make you a more rounded professional
Intangible: People buy from people – personality drives successful networkingAdd value: “Think random acts of content”*Different:A unique combination of your personal
and professional interests, networks and experiences
*Todd Defren, Brink e-book, cipr.co/xUGuTR
back to the brand
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Questions?
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• With blurred lines between personal and professional, how do you manage distinct channels?
• How do you personally shape your brand – what’s your blend of personal and professional?
• How can you take advantage for your clients/company?
• Which aspects of your personal life can best contribute to your professional reputation?
• What do you have of value that you can share?
starter for 10
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Thank you for attending
Find out more at cipr.co.uk/social-summer
SOCIALSUMMER