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ROBIN J . PHILL IPS D I G I TA L D I R E C TO R
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WHAT YOU WILL LEARN
1. How to identify what your brand is now.
2. Ways other journalists manage their online images.
3. How to get started: Identify your strengths, know your goals.
4. Understanding your personal brand promise.
5. Practical ways to take charge of your image online.
6. And why in the world is this even important!?!
@RobinJP
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WHO YOU KIDDIN’?
Do people really talk like that? Is this just a buzz phrase? Isn’t branding just marketing? I am shy. Focusing on branding kinda feels like selling out.
… and, besides, why should we trust you? @RobinJP
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ROBIN J. PHILLIPS | ABOUT ME
@RobinJP | RobinJPhillips.com
Digital Director, The Reynolds Center for Business Journalism
Creator SkinneePix app | Co-founder Pretty Smart Women
Co-founder, #wjchat, weekly online web journalism discussion
Co-founder of Perfect Moment Project
Former business editor @ BusinessWeek, Newsday, others
Journalism professor, Cronkite School, ASU
Master’s, ASU focusing on online communities
@RobinJP
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KEY POINTS ABOUT PERSONAL BRANDING
• People have an image of you … whether you like it or not.
• It’s important for you to know who you are.
• Journalists have great skills and tools to help take control of their image.
• Your brand can be as simple as You Being You… online. • Your brand or how you live your life online, good and bad, stays around a
long time.
• It’s fun. It’s not that hard. And you’re branding yourself anyway.
@RobinJP
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WHY BRANDING NOW?
Historically, journalists’ reputations were closely aligned with that of their employers.
The promotion of our work was left up to our news organizations’ marketing departments as part of the overall branding strategy.
In large part, reporters were comfortable letting the work speak for itself.
It’s not selling out
@RobinJP
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WHY BRANDING NOW?
Historically, journalists’ reputations were closely aligned with that of their employers.
The promotion of our work was left up to our news organizations’ marketing departments as part of the overall branding strategy.
In large part, reporters were comfortable letting the work speak for itself.
It’s not selling out
That’s all changed.
@RobinJP
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FORMER PLAIN DEALER STAFFERS
Margaret Bernstein
“I am now a self-employed consultant, and my ‘call to action’ style has become my brand.”
Regina Brett “My first book, God Never Blinks: 50
Lessons for Life’s Little Detours, was a New York Times bestseller and is in 26 countries.”
John Horton “I was going to bet on what they
were doing, or I was going to bet on my ability to transition into another career.”
Peggy Turbett “If someone asked me to
lunch or dinner, I went. Invited to join a local professional women’s group – I did.”
ONE YEAR LATER
Thanks to @RobinJP
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SO WHAT IS BRANDING? @RobinJP
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DIFFERENTIATE YOURSELF
Brand Commodity
@RobinJP
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BEDAZZLE YOURSELF
Brand
Commodity
@RobinJP
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PERSONAL BRAND = RELATIONSHIP
Personal brand is a collection of perceptions someone else has which describes the experience of having a relationship with you.
If you are not branding yourself, you can be sure others are doing it for you. You might as well grab hold of the wheel and drive.
@RobinJP
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NOT JUST ABOUT BEING GOOGLEABLE
@RobinJP
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FIRST THINGS FIRST
@RobinJP
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TO THINE OWN SELF…
Branding is knowing yourself. Knowing your talents and skills. Knowing your goals. And knowing this is all flexible. Once you know yourself, you can define your brand.
@RobinJP
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Ask your friends, mentors, even strangers.
@RobinJP
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AND IMITATE. @RobinJP
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FIND PEOPLE WITH A STRONG BRAND AND STUDY THEM. @RobinJP
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BE A GENTLE STALKER @RobinJP
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OPEN UP YOUR WORLD @RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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@RobinJP
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TALE OF TWO CRITICS
@RobinJP
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@RobinJP
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@RobinJP
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ONE MORE TIME, LET’S ASK…
@RobinJP
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WHAT IS YOUR BRAND PROMISE?
If you … § Hire me § Read my story § Watch my newscast § Buy my photos § Follow me on Twitter
§ You will get …
@RobinJP
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BRAND PROMISE What you stand for What you offer What people should expect from you
Thanks to @RobinJP
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SO LET’S GET STARTED
Create a website – simple WordPress is just fine Begin blogging Take a daily photo, film a daily video Subscribe to blogs, comment when you have something to say Use your real name or a consistent username Blog responsibly – write, edit, publish, shoot photos BUY YOUR DOMAIN NAME … today!
@RobinJP
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LANDGRAB!
@RobinJP
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BUY YOUR DOMAIN NAME
Register NOW!
For about $12.
Own YOUR name. @RobinJP
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BRAND-A-PALOOZA @RobinJP
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5 RULES Be diligent Be consistent Be relevant Be interesting Be yourself
n Be simple
n Be unique
n Be focused
…. OK, 8 rules
Thanks to @RobinJP
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… DON’T FORGET TO KEEP ASKING
@RobinJP
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DON’T LEAVE EARLY @RobinJP
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STICKS AROUND FOR-EVER!
@RobinJP
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TWEETING TOO HARD
@RobinJP
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TWITTER’S DAD
@RobinJP
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@RobinJP
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@RobinJP