Personal Branding Through Social Media

Speaker · Lecture · Dominican University of California · San Rafael, CA · November 2012

How to build a personal brand with social media: what personal branding is, discovering and telling your story, and creating and maintaining your brand, with advanced sections.

Part of Earthsite

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Personal Branding with Social Media School of Business and Leadership Dominican University of California
About Me Joey Shepp Earthsite Founder and Principle Professional Speaker GreenMBA Alumnus JoeyShepp.com
Presentation Roadmap 1. Personal Branding 2. Social Media 3. Discover Your Brand 4. Tell Your Story 5. Create Your Brand 6. Maintain Your Brand 7. Advanced Sections
Personal Branding A quick history
Personal Branding Defined Personal branding is the process whereby people and their careers are treated as brands. While self-help management techniques are about self-improvement, the personal branding concept suggests instead that success comes from self-packaging.
Think and Grow Rich 1937 motivational personal development and self-help book written by Napoleon Hill. 13 principles in the form of a philosophy of personal achievement “Know very clearly where you want to go”
Positioning: The Battle for Your Mind 1981 book by Al Ries and Jack Trout Positioning Yourself and Your Career – You can benefit by using positioning strategy to advance your own career Key principle: Don’t try to do everything yourself. Find a horse to ride".
Social Media is Changing the World
What is Social Media? Social Networking Online Video Blogging/ Microblogging Ratings/Reviews Sharing Content
Facebook Growth 1 Billion Active Users as of Oct 2012 If it were a country it would be the 3rd largest in the world. 81% outside of the USA
Growth
Media Evolution
New Media Model
Social Media is Perfect for Personal Branding Free and accessible tools to communicate Infinite niches to fit into Break down boundaries of space and time Rich media to express yourself Hyper networked Access to information
Personal Branding Meets Social Media A Perfect Match
Me 2.0: Four Steps to Building Your Future Dan Schawbel, 2010 Shows job seekers and established professionals alike how to leverage the power of online media for personal empowerment and career success Discover your brand, create your brand, communicate your brand and maintain your brand
Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself Build an authentic storyline and online identity that gets you the right opportunities Choose the best social media tools for your personal goals Get new projects or jobs through your online friends and followers
Personal Branding For Dummies Distinguishing yourself from the competition is important in any facet of business. Creating a clear and concise image, reputation, and status in the professional world provides an edge, whether searching for a first job, exploring a change in career, or looking to be more viable and successful in your current career.
Discover Your Brand
The Value of Self-Discovery Take time off for self discovery What’s a year of your life used for selfdiscovery compared to a decade feeling out of place? Link your skill set and passion with a path that’s right for you
(picture only)
Your self-impression = How people perceive you ~Dan Schawbel
Telling Your Story Tip from the Experts
You’re Already Doing It "I don't care what business you're in, everybody today is in the branding and customer service business. Whether you know it or not, you already are." ~ Gary Vaynerchuk Wine Library TV SOURCE: http://www.businessinsider.com/10-ways-to-build-your-personal-brand-2010-4?op=1
Leverage Who You Are "I injected my personality into as many aspects of my business as possible. This is evident from the cigar bands to the website design, to the all-inclusive packaging concept, and my moniker. Bow Tie Cigars is me, and I am Bow Tie Cigars." ~ Billie King Bow Tie Cigars SOURCE: http://www.businessinsider.com/10-ways-to-build-your-personal-brand-2010-4?op=1
You Must Buy Into Your Own Brand "I am invested in the idea of respecting our bodies and treating them well," says Donenfeld, "And those leanings naturally come through in everything I do, especially within the brand. It's easy if you believe in it!" ~ Jill Donenfeld The Dish's Dish SOURCE: http://www.businessinsider.com/10-ways-to-build-your-personal-brand-2010-4?op=1
Use a Memorable Visual Hook Put simply, says Child, the dog sells. "We've become the largest provider of our services in most of our markets in record time. Much of that success stems from simply being able to get in front of the customer and demonstrate the value of our services thanks to Olive." ~Jack Child SOURCE: http://www.businessinsider.com/10-ways-to-build-your-personal-brand-2010-4?op=1
Be Authentic "Something about sharing my entire being, putting myself out there in an imperfect, fun and unique way resonated with lots of other people. And it's a helluva lot more fun!" ~ Sandy Garson, Sandy Grason Unlimited SOURCE: http://www.businessinsider.com/10-ways-to-build-your-personal-brand-2010-4?op=1
Practice Your Pitch Practice by getting comfortable meeting strangers Social media works the same as in-person Have your story ready to go and Don’t miss opportunities
Create Your Brand Basic Elements of Your Personal Brand
Business Card Design Design Online with Templates Custom Design – Illustrator Vendors MooCard – Mini Cards Vista Print – Free Cards! Greener Printer – Eco Cards PsPrint – Cheap Cards
Resume Core Elements Resume Cover Letter References Keep current and make relevant to each opportunity
Your Email Branded Domain best, like @YourName.com or @BusinessName.com If a free account, best to use your real name, like firstname.lastname@gm ail.com Hotmail and Yahoo may date you!
Blog/Personal Website Choose a Platform URL is important Add URL to all your personal branding assets Add Media Integration Social Media
LinkedIn Profile Professional Photo Complete Resume Make Connections with all people you meet Cardmunch App to Scan Business Cards
Facebook Profile Understanding Permissions for Public vs. Private Set Public Elements People can “Subscribe” to Public
Twitter Profile Professional Photo Keyword Rich Bio Reply to engagements
Grow Your Brand Maintaining your Digital Identity
Your Online Impression May Be Your First Impression Maintain your digital presence, stay current Share your social media links Explore other’s digital identities, get ideas
Document Your Work Be diligent and before long you’ll have something to reference Blog Photos Video Notes Build a Timeline
Follow Up Follow up immediately after networking events Follow up immediately when opportunities arise Follow up even if you don’t have anything to deliver, but set a timeline
Google Yourself Test your personal branding by Googling your name Can’t remove what you don’t want BUT, you can add more of what you want
Maintain a Cohesive Story Keep your content production focused on your career goals Focus your history on how it got you to where you are today and where you want to go tomorrow
Persistent Reputation Your digital reputation stays for life Treat your reputation as if it’s permanent Use it to build trust Go for the long term
Become a Thought Leader Produce content regularly and stay on topic Blog, Tweet, Instagram, Pinterest, YouTube Before long, you’ll have proof of your expertise
Advanced Workshop Addendum This section goes into greater detail on creating and maintaining your personal brand
Personal Website (Blogging Included)
Platforms Wordpress.com Wordpress.org Blogger/Blogspot Tumbler Joomla Webs GoDaddy Google Sites Wix
Your URL is Key Memorable and Searchable YourName.com is ideal Try .org, .net, .me Focus networking on your URL: Use the URL on your paper resume Use the URL on all of your social networks Use the URL on your business cards and any other marketing materials
Format and Design Resume Style – One Page Blog – Chronological Portfolio – Gallery Layout Custom – Advanced Layouts
Add Media Videos Interviews Presentations Galleries
Integrate Social Media Easy links/icons to your Social Media Profiles Facebook Likebox Twitter Latest Tweets Make your content shareable: ShareThis, AddThis
Blogging Pick Topics Length – 2-3 Paragraphs Minimum Frequency – 1/week starting goal Keywords – Use career keywords Share you blog post with social media
LinkedIn
Your Profile Professional Photo Keep your Profile Current Write Good Summary Line Don’t auto sync Twitter/Facebook Check Grammar and Spelling
Your Network Building Connections Cardmunch App Rapportive for gMail Knowing email is key to making connections Recommendations and Endorsements
Maintaining Follow Up Outreach “Asks” Target Segments Groups and Discussions News reading and Sharing Pro Account
Twitter
Your Profile Professional Photo Short Summary, Keywords Background Image Build Lists
Twitter Apps Twitter.com Desktop and Mobile Sites Twitter App for iOS and Mac TweetBot TweetDeck Hootsuite Buffer
Building Followers Follow Influencers 2,000 Limit Mentions Follow Friday
Content Produce regular content. Ideally a few a day. Links to News Provide your point of view on popular topics Mentions/Credit
Listening Track terms/hashtags Find new followers Retweet Comment
Facebook
Your Public Search Listing To preview your public search listing: Go to Privacy Settings > Apps and Websites > Edit Settings. Scroll down to Public Search and click Edit Settings. Click the See preview link next to Public Search.
What Should People See? Your Profile Photo, if professional Your professional website link(s) Your eduction and professional information
Friend vs. Subscribe Friends see your entire profile, photos, etc. Subscribe sees just your public posts Facebook moving more public
Privacy Turn off ability for others to Tag you in Photos … if you might have stuff to hide Carefully consider what to post private, to friends or public
Questions?
Follow Me @JoeyShepp @Earthsite @SocialGoodMedia
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