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Build your brand - Build your career
Georgetown School of Continuing Studies
July 14th 2010
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Media & Technology always evolving
http://www.cartoonstock.com/newscartoons/cartoonists/mly/lowres/mlyn598l.jpg
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The internet has surpassed newspapers and radio in popularity •92%) use
multiple platforms
•33% access news on their cell phones.
•28% of internet users have customized their home page
•37% of internet users have contributed to the creation of news http://www.pewinternet.org/Reports/2010/Onlin
e-News/Summary-of-Findings.aspx?r=1
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Others are creating your brand
A whopping 92% of respondents said they had more confidence in information they seek out online than anything coming from a salesclerk or other source.
http://online.wsj.com/article/SB123144483005365353.html
Word of Mouth has become Word of Mouse
http://answers.yahoo.com/question/index?qid=20100711080242AAGS0VT
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Businesses are more transparent
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Online Personal Brand
Your clients, prospective employees, future customers are already searching for you online
You have to know how your brand is perceived online before entering the job market or reaching out to customers
Creating Brand also requires success in what you do best
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Online job boards and third-party search firms may be losing out to social media
http://www.emarketer.com/Article.aspx?R=1007811
Social Network
Used by surveyed business
Success Rate
LinkedIn 80% 90%
Facebook 55% 27.5%
Twitter 45% 14.2%
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Do you know him ?
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Never used a computer – Yet his brand exists online
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Online Branding
Be memorable
Transfer your real world reputation into the online world.
A strong personal brand is a mix of reputation, trust, attention, and execution
Thank you @ChrisBrogan http://www.chrisbrogan.com/develop-a-strong-personal-brand-online-1/
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Steps to start establishing your online brand Define your brand
Memorable Name
Domain Name
Brand identity
Logo
Web Site
Business card
Social Web Presence
Still using [email protected] as your business email?
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Online brand building
1. Perception
2. Listen/feedback
3. How can I help people talk about me
4. How can I help ? Do you one better
5. Promote others to promote yourself
6. Make it easy for your brand followers to give you their money
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Do you control your search results
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Concentrate on developing your top results
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What will prospective employers / partners find when they search?
Class of 2011 Georgetown. First result is a blog
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Objectives of developing your personal brand online Ensuring your brand perception matches the audience perception
Monitoring and maintaining your online reputation
Participating in conversations to build networks and communications
Creating content to show thought leadership and help others through gift of knowledge
Result : Impressive Search results for your personal brand
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Start listening and evaluate mentions and conversations
– Search Results– Google Alerts – Twitter Search– Friendfeed– Technorati– BackType– SM2 by
Techrigy.com– Radian 6
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Tools - Google Alerts,
• Get alerted to conversations about you
•Trends and competition
•Tip : Use Google alerts to get content ideas
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Steps to show your knowledge & thought leadership
Choose 3 blogs in your area of interest or industry to follow
Join 2 to 3 social networks that are relevant to you
Answer questions on sites like Linkedin
Approach blogs and online media sites to see if you can guest post for them
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Social Media puts the power of publishing in your hands
•Website•Blogs•Microblogs•Guest posts•Articles•Forums •Communities
• Social Media Press Release
• Multi- Media
• Share your content• Link to other web sites
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• Follow your friends and brand leaders
•Tweet 3 times a day
• An article that interested you
•Retweet a interesting tweet from your followers
•Reply to messages sent to you
Your Twitter profile will be among the top 10 results on search engines
Twitter tools : Web ( twitter.com), mobile ( m.twitter.com)
See list at http://oneforty.com/category/Clients
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Profile
Page
Make your personal profile as private as needed and your page as public as possible
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Start a blog to showcase your knowledge
Free software like Blogger.com, wordpress.com
Use hosted services to have your own WordPress blogs
Easy to publish
Many plug-in that help curate content and manage the blog
Ability to share across all your networks
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Profile
Answers
Groups
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Find other evangelists to help create content
Join your peers in networks
Go to offline networks
Invite experts to share their experience
Learn about tweetups on Twitter
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Videos : Tell your Story
Kodak Zi8 HD Pocket Video Camera
New embed videos into Slideshare
NEW
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Podcasts & Your Own Radio Shows
Flickr photo Josh Bancroft http://www.flickr.com/photos/joshb/30440518/sizes/o/
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Photos- Flickr
Flickr photos can add to your online presence
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Social Media press release
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Document sharing Sites
Docstoc – http://www.docstoc.com
Slide Share – http://www.Slideshare.net
Scribd - http://www.Scribd.com
Share content and distribute it widely
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Sometimes you may need rebranding
Use the Mom rule
Carefully curate your content
Your alerts will tell you tell you about new content
http://www.flickr.com/photos/fernandoariotti/3011252905/
Removed the picture of two drunk individuals found by searching flickr/com for the keywords “drunk”
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Basic best practices
Bring value to people who read what you write or follow you
Converse and engage in conversations not broadcasting
Follow the same rules you follow offline
Use opportunity to help people and solve problems
Create content consistently and use keywords that people will be looking for.
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How do we measure success
Search results
Profile views
Network reach
Positive mentions
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Your Personal Branding Plan
•Setup Alerts •Join and setup profiles in 3 social networks •15-20 minutes a day tracing the alerts and responding •Choose 3 blogs on your field to read and comment•Converse, don’t sell•Answer questions and become an expert in your niche on LinkedIn
•2 hours a week - Learn and write about the products you promote
•Measure your effortso How many times were you mentionedo How many people read your postso Inbounds linkso Are your customers evangelizing
•Attend one local event a month
•Ask for help from the community if you need it
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Final thoughts
There may come a day when if you are not found on the web you don’t exist
Listen first
Be a useful conversationalist
Build relationships - one at a time
Take a Leap of Faith and Jump In!
http://www.flickr.com/photos/fwp-dawson/2821182851/
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Questions ?Shashi Bellamkonda [email protected]
Twitter: @shashib
Small Business Success Index : http://www.GrowSmartBusiness.com
Network Solutions Blog : http://blog.networksolutions.com
Unintentional Entrepreneurs : http://www.UnintentionalEntrepreneur.com
Gen Y Blog : http://www.WhatsNextGenY.com
Women Entrepreneurs : http://www.WomenGrowBusiness.com
Personal Blogs:
Technology & Social Media: http://www.shashi.name
Digital Thoughts: http://readythoughts.blogspot.com
Restaurant Reviews: http://www.carryoncurry.com
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Audience Questions
How can a non-profit get more followers and Facebook Fans ?
How do you separate the valuable tweets from fluff?
Due to the economy if you have taken a lesser job to survive how do you present this in your online brand.
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