personal branding
DESCRIPTION
Building your personal brand online: Getting startedTRANSCRIPT
© 2011 THINK FIRST INC
THINK FIRST THINK FIRST THINK FIRST THINK FIRST THINK FIRST THINK FIRSTCONSULTI
NGDELIVERING STRATEGY AND ACTION IN A DIGITAL AGE
BUILDING YOUR PERSONAL BRAND ONLINE
FEBRUARY 2011
2
AGENDA
Position yourself
Identify your target audience
Create a consistent brand identity
Embrace social media
3
POSITION YOURSELF
Evaluate yourself relative to the market• Points of difference• Competitive advantage• Weaknesses you need to overcome
Identify the 3-4 words that you want to describe you• Nike: authentic athletic performance• Me: Innovative marketer and brand builder• You: ?
These are your keywords• LinkedIn and Google search• Twitter and LinkedIn topics
4
IDENTIFY TARGET AUDIENCE
Who do you want to reach?• People who know you and/or your work• People within your industry• Influencers• Hiring managers and recruiting firms
Where are they?• Increasingly they are on social media
−66 MM on LinkedIn, 37MM every month−106 MM on Twitter, 27MM daily−500 MM on Facebook, 41MM daily
• Virtually everyone is on Google
5
CREATE BRAND IDENTITY
Know what is out there• Google yourself and set up alerts
Develop a consistent identity across all platforms• Upload professional picture• Same name across all platforms (if possible)• Complete all profiles
If you are consulting, you need an extended brand identity• Name of company• Graphic identity• Website or blog that doubles as a site• Branded presentation template
THINK FIRSTCONSULTI
NG
EMBRACE SOCIAL MEDIA
7
8
PRIORITIZE AND BUILD OVER TIME
Master one platform and add a second• Start with LinkedIn• Add Twitter
Add a third to cross-promote• Facebook• Stumble upon• Quora• Industry specific niche platform
Recognize that each platform has its own language and etiquette• Require different, but linked strategies
9
LINKED IN
Objectives:• Reconnect with people you
know• Expand your network• Remain top of mind with
connections• Be tapped for jobs by
recruiters• Boost your search rating• Provide a business platform
10
LINKED IN
Keys to success:• 100% completed profile
−Have some recommendations
• Actively connect with people you know−Use suggestions function−Link after every meeting
• Increase platform visibility−Status updates 2-4X per month−Flag relevant articles−Answer questions
• Optimize for search−Keywords
• Establish company page if consulting
11
12
Objectives:• Research topics• Extend your network• Establish yourself as an expert• Build relationships • Reach influencers
13
GETTING STARTED
Understand your target• Listen before you tweet
−Topics of interest−What gets retweeted (RT)−#Hashtags for keywords−@ replies to questions −Tonality
• Identify key influencers
Build an audience• Follow relevant friends from
email, Facebook• Add yourself to targeted lists
−WeFollow, Twellow, Listorious
• Follow people with similar interests/at key companies
• Make it a rule to follow back• Create lists to segment later• Make hashtags a habit
−#leadership, #strategy, #HR
• Follow trusted lists
14
MOVE TO THE NEXT LEVEL
Become a credible source• Write a profile that contains
your keywords• Post your picture• Provide reliable curation on
your area of expertise• Post consistently
−2-10x per day
• Promote yourself−1:15 ratio
• Minimize personal comments, maximize POV
Build relationships• Respond to direct messages
and questions• Thank people who RT, #FF,
and add you to lists• Pick 1X per day to interact • Ask questions• Avoid jargon• Move to DM beyond a few
tweets• Do not send auto reply thank
yous
15
MASTERY
Schedule tweets to have greater presence
Understand key daypart usage• Read Dan Zarrella
Use tools to help you manage your accounts• Hootsuite• Hootlet• Google reader• Klout
Create your own content to tweet
THINK FIRSTCONSULTI
NG
THANK YOU
twitter.com/catherinedavis1
catherineadavis.tumblr.com