personal brand & social media tools
Post on 19-Oct-2014
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Recognizing the importance of the "personal brand" image we project is a critical first step in developing and growing our careers. But conventional thinking on the topic is beginning to shift and the importance of our "personality brand" has become an increasingly important dimension. That, and the rapidly escalating use of social media tools makes the art of presenting ourselves a whole new ballgame!TRANSCRIPT
YOUR PERSONAL BRAND
Managing Your Online Identity With Your Future In Mind
V.P. and Chief Marketing Officer: PEMCO Mutual Insurance Company
What do you see?
What do you see?
What will be seen in you? What’s YOUR edge?
Brand...
What is it? Definition? “A brand is a collection of perceptions in the mind of the consumer.”
Personal Brand...
What is it? Definition? A personal brand is how people perceive you. It’s the way they describe you to friends. It’s the way they differentiate you from someone else. It’s the things they remember about you when you aren’t around.
Personal Brand...
What is it? Definition? A personal brand is how people perceive you. It’s the way they describe you to friends. It’s the way they differentiate you from someone else. It’s the things they remember about you when you aren’t around.
Personal brand...
How do you want to be… Perceived? Described? Differentiated? Remembered?
“Your ‘personal brand’ is based on the impression
you want to create.
It’s about packaging yourself in a
certain way to appeal to a certain audience.”
Your brand framework What’s inside your personal brand?
Brand Attributes
Brand Promise
Brand Positioning
Brand Driver
Brand Personality
The power of one...
You are one person. You have one life. You have one personality. You have one set of values. You have one future. You have one brand. Offline and online are one. Bring your one (whole) self to all you do.
“They don’t by what you do, they buy why you do it.”
Why?
Purpose -‐ Cause -‐ Belief How?
Guiding Principles What?
Tangible Proof -‐ Results
The Why is your driving motivation for action. Your purpose!
The Hows are the specific actions that are taken to realize your Why.
The Whats are tangible ways in which you bring your Why to life.
-‐ Simon Sinek
Heroes & Zombies
Design their own lives Wander aimlessly through life
Driven by a compelling purpose No true rhyme nor reason
Admired for their achievements Little to show for their effort
Wage a triumphant battle Walks away from adversity
Thrilled by overcoming challenges Putting in their time until expiring
Differences?
Your “WHY” is your purpose
What motivates and excites you? What do you love to do? Where do you like to be? How do you like to act? What are your core values? What in life is important to you and WHY?
Go to fun! Identify your passion.
“People rarely succeed unless they have fun in what they are doing.”
~ Dale Carnegie
Do
Act Be
Go to fun! Identify your passion.
Responsibility Courage Integrity
“Mystery is in the history:
At least half of all companies conduct background checks on social networks. Careerbuilder 2009
Two-‐thirds of job-‐hunting college grads aren’t cleaning up their social network profiles. CollegeGrad.com, September 2009
Hiring managers are paying attention.
Are you?
Why is personal branding so important?
The Permatail Impact.
Search can be both powerful and scary -‐-‐ the good, the bad and the dumb will show up on the web.
Search doesn't have a half-‐life, it not only has a long tail, but a permatail.
Housekeeper wanted... Craig’s List
MySpace Page A picture of the applicant, drinking beer from a funnel. Under hobbies, the first entry was, "binge drinking."
Personal Blog Local Police "I am applying for some menial jobs that are below me, and I'm annoyed by it. I'll certainly quit the minute I sell a few paintings."
Only six matches. The sixth indicated that the applicant had been arrested for shoplifting two years earlier.
Artificial Phony
Stagnant Greed
Consumed
Be aware of potential missteps!
Phony: Your personal brand is based on
what your audience wants you to be rather than who you are.
Your Personal Brand
Artificial: Your personal brand is
manufactured, rather than a living, breathing part of your personality.
Your Personal Brand
Average: Your personal brand strategies are based on a set of one-‐size-‐fits-‐all
techniques.
Your Personal Brand
Stagnant: Your personal brand is stale and is not evolving with your career.
Your Personal Brand
Greed: Your personal brand is designed to maximize your profit rather than
serving your purpose.
Your Personal Brand
Consumed: You’re so wrapped up in building a “personal brand” that you forget your own natural personality.
Your Personal Brand
The Lesson: Never, ever sacrifice your personality for your personal brand
Your Personal Brand
The Lesson: Never, ever sacrifice your personality for your personal brand
Your Brand Personality
“Your ‘personality brand’ is based on who you
actually are.
It’s about identifying and expressing your unique
personality strengths… in a way that connects and
communicates.”
Social media building blocks
What you say and do online matters. How do you choose to use the tools?!
Social media building blocks “The single most important first impression you make is with the 3600 to 5000 pixels you get for your tiny photograph” – Seth Godin
• . • .
Your photo is your best choice. The real you.
Communicate openness and enthusiasm.
Use a white or neutral background.
Don’t try too hard to stand out.
Make sense of any detail you add to your avatar.
Be consistent. Use the same avatar everywhere
Social media building blocks “Social media resumes are important for attracting hiring managers directly to you, without having to submit your resume, blindly, to them.” – Dan Schawbel
• . • .
Keep it simple. Start with a website, a blog, or both.
Your name as your URL is key. yourname.com, or yourname.net
Match your brand to your resume design style.
Integrate social network profiles. Linked In, Facebook, Twitter, etc
Enhance with multi-‐media.
Make it easy to share.
Social media building blocks “Whether you know it or not, your profile, your feed, the groups you belong to, the events you attend and the friends you share say everything about you.” – Brian Solis
• . • .
Fill your profile out completely … and accurately!
Know your audience and update your status regularly.
Listen and explore, but be thoughtful with your “likes”
The pictures you post and the pictures you are tagged in.
Set your privacy settings.
Share relevant information.
Social media building blocks “A powerful tool for college students seeking internships and jobs… the way that you conduct yourself has far-‐reaching implications as you start your career.”
• . • .
Create a solid, branded profile. Have a unique URL.
Be flawless! Correct grammar, spelling, and be complete.
Join relevant groups and engage in group discussions
Find and connect with relevant contacts.
Connect website & twitter accounts
Position yourself as a leader.
Social media building blocks “Just being on Twitter isn’t enough. You have to participate. Join the conversation. Create conversation.” – Jennifer Horowitz
• . • .
Claim your twitter handle and synchronize your avatars.
Be an active listener and a valued contributor
Identify communities of interest and introduce yourself.
Pay it forward: Promote others by sharing content and retweeting
Become a recognized enthusiast, expert or resource. Answer questions.
Be yourself… Authentic, transparent and real.
So… Now what do you see?
THANK YOU!
Twitterr – @NW_Mktg_Guy Blog – www.rodbrooks.com Facebook – Rod Brooks Linked in – Rod Brooks e-‐mail – [email protected]