How to build and leverage

your personal brand onlineMalcolm Gordon

How (platforms/tools)

What (content)

Monitoring

The beauty of the internet

• speed – instant, realtime

• scale (world is your oyster)

Things to consider

• Brand = perception

• In order to have perception you need other people

• Who do you want to reach?

• Who are the key influencers you want to align with?

• Where do they congregate online?

• Push/pull (meet them half way) reach out or produce bait

content

Aims

• be authentic – your real persona amplified online

• Share glimpses of your personality and intellect

• Make friends online, widen and enhance your network

(repetition = familiarity)

• Get more out of your existing networks – more frequent

contact, staying up-to-date through posts/tweets is easy

Your tools

BLOG/HUB

Blogs/websites

• Domains are cheap

• mal@malgordon.com is preferable to

sxegirl54@hotmail.com

• Build rapport & relationship

• 2 way communication – comments section

• Better analytics

• Control/censorship

• Cheap/free

• Good for SEO

• More than 140 characters

Wordpress

Good blogging

• Tightly defined niche

• Stick to it

• Regular

• Respond to all comments/criticisms

• Keep it short/long

• Promote through SM networks

• Does your work experience match up?

• Pictures of you drinking, vomiting, scantily clad

• Type of pages you have liked/groups you

belonged to

• Is your profile open/closed?

• Generally for fun/socialising

Pages – association

Pages

Pages

• Facebook for grown ups

• 175 million users

• More than your resume

• Aim for 100%

• Insert a profile pic – 7 times more likely to be viewed

• Keep it up to date – 12 times more likely to be viewed

• List skills & certifications

• Volunteering counts

• Join groups and contribute to discussions –

demonstrate your skills

Do’s & Don’ts• Use the recommendations feature

• Endorse skills

• Connect with the leaders in your industry and those you want

to learn from/influence

• You will be surprised at who is on these networks and how

willing they are to connect with you

endorsements

Organisations & certifications

• Successful project = request recommendation

• Don’t leave it until you’re hunting for a job/promotion

• Contemporary referees

What not to do

Don’ts

• Use unprofessional profile images

• Be lazy when it comes to

updating/contributing/requests for connection (use a

personal message)

• Do what everyone else does (parrot mindlessly)

• Add value, not noise

endorsements

• Second most searched site on

the web

• Hard to do well

• Points for originality

• Stand out from the crowd

http://www.youtube.com/watch?v=9EzNll1U2N8&feature=youtu.be

• Facebook = friends & family (inner circle)

• Twitter = everyone (more open)

• 100 tweets a day = okay

• Rapid fire communication

• Pulse of the web

• Okay to mix casual conversation with

business/professional (50/50 split)

• No restriction on number of accounts

• One personal

• One professional

• Seek out key influencers and initiate conversations

• Great for monitoring

Monitoring you brandProtecting your investment

Google.com/alerts

Twitter search

Klout

Blog analytics

How many are seeking you?

Who’s stalking me?

Thanks for listening

Questions?

www.malgordon.com

Twitter @malgordon

linkedin.com/in/malcolmgordon