personal branding e web reputation for professionals
TRANSCRIPT
Personal Branding
&
Web Reputation
Business consultancy firm, offering integrated consulting services from the start up to the management of merger and acquisition processes.
www.4changing.it
Professional and administrative services for all businesses and organizations: it provides assistance and consulting services in bookkeeping and accounting, management processes, personnel administration, support and advice on web communication and document management, welfare services and facility management.
www.esse4bi.it
Who we are
1. The new context
2. Personal Branding
3. What is web reputation and why should youcare about it
4. Now is up to you
Agenda
Source: Internet World Stats 2012
The Internet population
The growth of the Internet population
The Regional differentiation
The social networks are a social interaction place. The communication conveyed throughthem has to be managed in a way that is consistent with the personal aims.
A wrong communication, misdirected, can become counterproductive, difficult to control and to manage consistently and constantly.
Immediacy
What Epic Fails in Social Networks tell us
This is an outrageous, offensive comment that does not reflect the views and values
of IAC. Unfortunately, the employee in question is unreachable on an
international flight, but this is a very serious matter and we are taking
appropriate action. (IAC)
What Epic Fails in Social Networks tell us
New paradigms, New professionals… New world
Big Data & Open Data
Data Scientist Internet Of Things
1. The new context
2. Personal Branding
3. What is web reputation and why you shouldcare about it
4. Now is up to you
Agenda
Your Brand: «The reason why a new client looks for you»
Personal Branding:• Identify your strenghts and what makes you unique
among your competitors
• Communicate efficiently what you do, how you do itand what are the benefits that you bring to your clients
Personal Branding
Personal Branding: the strategy elements
Personal Branding
Networking
Clients PortfolioProfessional promotion
CommunicationPlanning
I am alreadyimplementingOFFLINE my
own PB strategy
Personal Branding market strategies
Clients
Portfolio
Maturity strategy
High net worth
Low net worth
Development strategy
Wealth Advisor mkt strategy
1. The new context
2. Personal Branding
3. What is web reputation and why you shouldcare about it
4. Now is up to you
Agenda
Brand: what you offer
Reputation: what your Clients buy
Reputation
Personal ExperienceAchievementsWord of mouth…
Consistency
What do people say, post, , comment…
about me and my company
on the Internet
Web Reputation
Even with low online activity!
Exponential increase of the channels:
• Anonymity chimaera
• Immediate recognition
• Reviews, buzzwords,…
• Actual difficulty to implement the «right to be forgotten»
Web Reputation issues
In order to set a consistent
Personal Branding strategy
we need to manage proactively
our Web Reputation
Measure
Manage
Maintain
Web Reputation Management
Personal Branding market strategies
Low net worthProactive-led actions:• SEO and SEM• Social Network activity
(LinkedIn, Facebook, ecc.)• Specialized forums• Regional-based strategy
(specific social networks)
High net worthMonitor-led actions:• Minimalist website• Social networks respond-
strategy• Institutional forums and
web presence• Continuous monitoring
1. The new context
2. Personal Branding
3. What is web reputation and why you shouldcare about it
4. Now is up to you
Agenda
Tools & Hints
We present now some easy-to-use and practical tools that everyone can start to use immediately.
A thorough Personal Branding & Web Reputation strategy, implemented by a consistent set of advanced tools, needsnecessarily a deep and professionalanalysis and program.
Ego-surfing refers to the act of using search engines to seek references to one's own website, or to view webpages that mention your own name (or company name).
Tools:
- Search Engine (advanced settings)
- Google Alerts
- Mention
- Talkwalker
Ego-Surfing
Advanced Search & Alert examples
Advanced Search & Alert examples
Influence rate
Network extension
Generated Contents
Feedback
Klout: measure and rank the social network influence
Uses social media analytics to rank its users according to online social influence via the "Klout Score", which is a numerical value between 1 and 100. In determining the user score, Klout measures the size of a user's social media network and correlates the content created to measure how other users interact with that content.
Alexa: analyze the competitors’ web presence
• Data collected through Alexa Toolbar
• Useful for raw statistics about the number of accesses and the keywordsused for specific results.
• Reliability questioned: significance ofthe statistical sample; indipendence…
Analytics
We can monitor:- entry page- source- keywords- bounce rate- session duration- demographics
Search Engine Optimization Direct mail/newletter optimization
Master Diritto ed Economia
Analytics – SEO & SEM
Pagina BAICR – Master per la scuolaKeywords
Analytics – SEO & SEM for pictures
Master online per docenti.jpg
Continuous improvement
• While you want customers talking about you and providing feedback, it is still up to you to respond to negative comments and reviews about specific issues so that they can be turned into a positive result.
• A negative review is bad, but it is ALSO is a great opportunity for you to turn something bad into something good – if you act and respond promptly and adequately
• Since negative reviews and comments are public, and everyone can see them, you can show off your customer support and satisfaction by turning an unsatisfied client into a satisfied client
• “Take advantage” the virality of negative messages
A final hint: turn the problems into opportunities
Q&A
Emanuele [email protected]
Partner, 4changing
@emarizzardi
Lucio [email protected], S4BPresident, BAICR cultura della relazione
@luciofumagalli
Thank youfor your attention!