cim personal branding 2011
DESCRIPTION
Crawley Workshop for CIM Sussex, April 2011TRANSCRIPT
@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
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
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
“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)
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
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
For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com
@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