7 Ways to Improve Your Online Presence and BrandLauren Fernandez, Community Manager, Radian6Arik Hanson, Principal, ACH Communications

Online Branding Basics

What is an online brand anyway?

Perceptions and attitudes

The process whereby people and their careers are marked as brands.—Wikipedia

It’s all about relationships

The key ingredients of an online brand

Google

Blog posts, tweets, Facebook posts, LinkedIn profiles, videos

“User-generated” content

Create your own “niche audience” and tribe

Two personal brands built from anotherwhat’s your inner packer/viking?

Why does it matter?

Whether you are a public spokesperson or not, you represent your company

“Company first, you second” mentality

Selective Transparency - if you show them enough, they won’t question

Google Effect

The Google EffectThe internet has a long and accurate memory

Google page one: It’s all about you

Employers will question if there is too much or too little

Imperative to work for companies you believe in

Information from 5 years ago is more easily accessible

Tip #1: Be (selectively) transparent

Share Just Enough: Not Too MuchLet your personality shine through—without sharing everything

Stay true to yourself (and your professional brand) by sharing certain information

No second guessing, if people believe they have enough information

Privacy settings = your friend

I REALLY LOVE CUPCAKES..... (On fb PAGE)But also have them with a glass of merlot (Not on FB, but no one cares)

Building RelationshipsStart relationships online—share more offline

Think about your future boss…10 years from now

You don’t need to share everything

Rule: Pretend everything you tweet is on a billboard - with your boss constantly driving by it.

Tip #2: Don’t forget about the back channel

Sharing isn’t always public

Solidify relationships through the back channel

Tools of the trade: IM, direct messages, Skype, E-mail

Opportunity to be more personal and ask more questions

Just don’t wear out your welcome

Tip #3: Meet three new people each week

Meet 3 New PeopleMake it a goal each week

1 Person: Professional Interest

1 Person: Personal Interest

1 Person: Intriguing

How to do it

Sure, I want to meet people, but how do I do it?

Set the stage by commenting/responding

Ask for introductions via Twitter

Ask for introductions via LinkedIn

Approach speakers/colleagues at events

Why does this matter?Builds a brand that has many vectors--not just focused on a professional idea

Humanizes your brand

Makes you approachable with numerous groups and interests

For example…

David Mullen plays professional matchmaker

Meeting local thought leaders and partners

Meeting online connections during business trips

Tip #4: Consisent visual brand identity

Branding 101

Consistent look and feel across platforms.

Same theme—different photos/visuals

• Example: Jason Falls (Social Media Explorer)

• Example: David Spinks (The Spinks Blog)

Tip #5: Be opinionated, not crass

Tone: Where is it?Tone: It’s what’s missing online

What you view as constructive others may view as an attack

Don’t be combative—it won’t get you anywhere

Have a take—do not suckForm well-reasoned opinions—and share

them

Don’t be a wallflower—get on the dance floor!

Don’t be afraid to make an argument

Stick to your guns and stand by your opinions

Tip #6: Take the online world offline

Networking…in real life Be courageous—build relationships from the ground up

Those you get along with vs. name recognition

Start small, but build to an offline meeting

• Ask if you can reach out via e-mail once a week

• Move to phone once you’re comfortable

Taking it to the next level4 tips to taking your relationship offline:

Do your research before the meeting

Prepare questions—just like an interview

Find one way you can help THEM! (and follow up)

Ask for 3 additional connections/people you should meet

Tip #7: Build a foundation on what YOU like

Your very own “tribe”Find your own thought leaders:

• Each individual is unique with different strengths

• My thought leaders are different than yours

• You are only as great as your community

• Your passion for one thing might not mesh - but can still build a relationship (chocolate vs. vanilla)

Don’t fake it – embrace it

Faking it won’t get you too far

Find people with similar interests and career goals

Look at mentors for the domino effect as YOUR role model

Finally…

Ask for help—most are willing to help

Learn to take risks

Stay professional—but be yourself

Thank You!

Lauren Fernandez@cubanalafwww.laurenafernandez.com

Arik Hanson@arikhansonwww.arikhanson.com