cim personal branding 2011

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Building your personal brand online Lisa Harris, University of Southampton April 2011

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Crawley Workshop for CIM Sussex, April 2011

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Building your personal brand online

Lisa Harris, University of Southampton

April 2011

@lisaharris #CIMbrandyou

Bio• Lisa Harris is a Senior Lecturer in Marketing at the

University of Southampton, Director of the MSc programme in Digital Marketing. She is an accredited tutor for the University of Liverpool online MBA programme, and has projects with Alan Rae investigating how ‘early adopters’ of new technology are using Web 2 tools to ‘punch above their weight’

• http://lisaharrismarketing.com• www.twitter.com/lisaharris• www.slideshare.net/lisaharris• www.delicious.com/lisaharris1

@lisaharris #CIMbrandyou

Where are you now?

A: no use of social media C: educational/business use of social media

B: personal use of social media

D: Personal and educational/business use of social media

@lisaharris #CIMbrandyou

Your digital presenceAccessing, storing and managing information

Delicious

Collaboration and project management Google Docs, Wetpaint, Basecamp, Dropbox, Skype

Networking and career development LinkedIn, Twitter

Content creation and curation Wordpress, Slideshare

@lisaharris #CIMbrandyou

Rationale

• Maintaining a personal brand through online and offline networking is becoming a critical aspect of career or business development

• It is essential that the nature of the information displayed online is going to encourage rather than discourage potential customers, collaborators etc.

• This workshop is part of an ongoing research project investigating the use of new technologies to build personal brands

@lisaharris #CIMbrandyou

21st Century Careers (JISC, 2009)

• Competition for employment in a global knowledge economy

• increased levels of self-employment and portfolio working• growth of multi-disciplinary teams focused on specific

tasks whose members might be physically located anywhere in the world

• life within a networked society • blurring of boundaries between ‘real’ and ‘virtual’, public

and private• increasingly ubiquitous use of digital technologies. • The video CV (4mins)

@lisaharris #CIMbrandyou

“Life-wide” and “life-long” learning

@lisaharris #CIMbrandyou

Dare you Google yourself...?

@lisaharris #CIMbrandyou

How social media has helped my work

• Developing new contacts • Sourcing newly published articles, calls for papers and relevant

events to attend• Tracking and commenting on the blogposts of key contributors

to the field• Keeping in touch, real time, with project participants and other

key contacts– www.lisaharrismarketing.com– www.twitter.com/lisaharris– www.slideshare.net/lisaharris– www.delicious.com/lisaharris1– www.linkedin.com/in/lisajaneharris

@lisaharris #CIMbrandyou

The blog

@lisaharris #CIMbrandyou

Twitter

@lisaharris #CIMbrandyou

Slideshare

@lisaharris #CIMbrandyou

LinkedIn

@lisaharris #CIMbrandyou

Delicious

@lisaharris #CIMbrandyou

Exercise

• What do you consider to be the main a) benefits b) challenges

in building your personal brand?

www.sitevisibility.co.uk

The site also has a useful online marketing podcast series available for free download

@lisaharris #CIMbrandyou

Online Reputation Management• Syracuse University (NYC) has purchased a subscription to

Brand-Yourself.com’s online reputation management platform for all 4,100 of its graduating students. It will help them monitor and shape their online presence during the job search process.

• According to a recent study by Cross-Tab Marketing services: – 75% of HR departments worldwide are required to screen

job candidates online – 70% of recruiters claim they have rejected potential

employees based on information surfaced online– 50% say that a strong online reputation influences their

hiring decisions to a “great extent”

@lisaharris #CIMbrandyou

Your online portfolio• A blog. Plenty of good advice here:

http://www.slideshare.net/demler1/developing-your-personal-brand-through-blogging

• Twitter: – guides can be linked from:

http://www.twitip.com/personal-brand-how-to-build-yours-in-twitter– www.teachertrainingvideos.com useful beginner guides (by @russell1955)– http://www.slideshare.net/richardsedley/twitter-for-marketing-an-introduction-463

9213 (by @richardsedley)

• LinkedIn http://www.thewebpitch.com/social-networking/are-you-linking-in/• Slideshare – for presentations (and now video aswell...)• Be creative! See Ed Hamilton’s CV on Google Maps (45,401 views to date)

http://tinyurl.com/ycvcfcx and Jay Foreman’s video history of London’s tube stations http://tinyurl.com/36rkt7k

@lisaharris #CIMbrandyou

@lisaharris #CIMbrandyou

Linchpin

@lisaharris #CIMbrandyou

“Linchpin” by Seth Godin

• It's now more essential than ever to become indispensable - to become a linchpin.

• Linchpins are essential building blocks: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos.

• If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldn't reach, then you have what it takes to become indispensable.

• It's time to stop complying with the system and draw your own map (from Amazon review)

• Seth Godin Interview (9 minutes)

@lisaharris #CIMbrandyou

Beyond the CV

"If you don't have a résumé, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up?

Some say, `Well, that's fine, but I don't have those.' Yeah, that's my point. If you don't have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to me like if you don't have more than a résumé, you've been brainwashed into compliance. Great jobs, world-class jobs, jobs people kill for - those jobs don't get filled by people e-mailing in résumés." (Linchpin, p73)

Case Study: Charlene Li

• Co-author of bestselling book ‘Groundswell’ (Amazon top 10 business book 2008)

• Voted most influential woman in technology 2009 by Fast Company magazine

• Author of ‘Open Leadership’ (2010)• Formally an analyst at Forrester Research, now runs

Altimeter Group• Charlene Interview (6 mins)• Charlene presentation (2 mins)

www.open-leadership.com

Marketing Plan for Open Leadership

• Contacts with 1000 influential business and tech industry bloggers – encourage them to review pre-publication

• 5 city book tour (USA and Canada)• 2 million email contacts• 43000 twitter followers, 45000 Facebook friends, 12000

blog subscribers• Endorsed by ‘names’ such as Seth Godin, Marshall

Goldsmith, Rosabeth Moss Kanter, Chris Anderson• Webinar series • Free chapter/model downloads from website

@lisaharris #CIMbrandyou

Crush It

@lisaharris #CIMbrandyou

Gary Vaynerchuk

• Gary's slideshare presentation• Gary Vaynerchuk Video (10 mins)• “Crush it” reached top 200 on Amazon.com• Gary’s advice - choose your medium based on

your DNA:– Introverted? Start with writing– Extraverted? Try podcasts – Animated? Utilise video

@lisaharris #CIMbrandyou

A few notes of caution...

• Ongoing time and effort is required to develop and maintain online profiles, learn new tools and ascertain when best to integrate them into the mix.

• F2F brand building elements should not be forgotten – our research shows that it is not a zero sum game, good online networkers also tend to be effective communicators offline.

• As with most things in life, you get out what you put in, and persistence pays off.

• It is critical to be authentic. An *enduring* personal brand is not developed by basing it simply on ego, spin or piggybacking off the work of others...

• Boundaries between ‘business’ and ‘personal’ are blurring

@lisaharris #CIMbrandyou

Exercise

• What will YOU do after this session to enhance your personal brand?

@lisaharris #CIMbrandyou

Summary: personal branding components

@lisaharris #CIMbrandyou

For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com

@lisaharris #CIMbrandyou

Cloudworks Community

http://cloudworks.ac.uk/cloudscape/view/2110

@lisaharris #CIMbrandyou

References• Harris, L. and Rae, A. (2010) “Building a personal brand through

social networking” Journal of Business Strategy• Prensky, M. 2009. H. sapiens digital: From digital immigrants and

digital natives to digital wisdom. 5 (3). http://www.innovateonline.info/index.php?view=article&id=705

• Schawbel, D. (2009) Me 2.0: Build a Powerful Brand to Achieve Career Success

• Vaynerchuk, G. (2009) Crush It!: Why Now is the Time to Cash in on Your Passion

• Godin, S. (2010) Linchpin: Are you indispensable? How to drive your career and make a remarkable future

• Brogan, C. and Smith. J. (2009)Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

• Mayfield, A. (2010) Me and my Web Shadow