Personal Branding forTechnology Executives

The Social Media Question

Presented by Todd Nilson

Tonight

• career management in 2010• 5 critical questions• balancing• step by step• measurement

The old rules no longer apply.

• Economy• Instability• Unemployment Rate• Market Instability

The new rules…

• Being technical isn’t good enough

• Got to know the business

• Got to be strategic• Got to drive innovation• No such thing as

“permanent” employment

State of the CIO Survey 2010

21% and

rising!

Tech leaders endangered?

Chief Information Officer

Chief Technology Officer

Director of IT

Manager of Information Systems

Five Critical Questions

Many, many options

Who do you want to reach?

• Top influencers• Peers• Potential employers• Potential partners

What do they want?

• Real conversation• New ideas• Analysis• Humor / wit / fun• Attention

What action do you want them to take?

• Comment• Follow / friend / connect• Link / review / recommend• Buy• Hire• Meet• Partner• Engage!

How will you convince them?

• Your distinctive…– Skills– Knowledge– Experiences

How far are you prepared to go?

• Patience• Tenacity• Alertness• Curiosity• Responsiveness• Interestingness

5 Critical Questions

• Who do you want to reach?• What do they want?• What action do you want them to take?• How will you convince them?• How far are you prepared to go?

Balance social media with work

• Know company policies• Set realistic goals• Start small• Stay manageable• Remember disclaimers• If it’s not fun, stop!

Step by Step: Getting Started

• What is the right channel for me?– Demographics– Writing, long or short?– Pictures– Audio– Video

• One or many channels?• How often is normal?

What is the right channel for me?

Social Network Demographics

Statistic Facebook LinkedIn MySpace Twitter YouTube

Monthly Unique Visitors (millions)

132 15 48 21 92

Gender % 43M/57F 50M/50F 36M/54F 43M/57F 50M/50F

Largest Age Group (% of whole)

45-54 (24%) 35-44 (31%) 0-17 (34%) 35-44 (29%) 18-34 (35%)

2nd Largest Age Group

36 -44 (20%) 45-54 (28%) 45-54 (19%) 45-54 (20%) 35-49 (24%)

Average Household Income

50-75K (36%) 75-100K (23%)

25-50K (39%)50-75K (35%)

25-50K (30%)50-75K (27%)

30-60K60-100K100K+ (27%)

Top global companies use many channels…

Source: ENGAGEMENTdb.com

… and reap significant rewards.

21

But most of them started small.Just one channel.

How often is normal?

• Twitter or Facebook: 30 minutes a day

• Blogs: 2 updates a week• Bottom line: When you

feel like it!

Measuring Your Investment

24

Unique visitorsPages visitedTime on siteBounce ratePostsCommentsPost: Comment ratioSearch engine ranking Sentiment

ReviewsRecommendationsReferralsTweetsRetweets (RTs)MentionsConnectionsFollowers

Some Free Tools

• Google Analytics / Woopra• Google Alerts• HootSuite

About Social Syntax

• Part of SPR Companies• A communications consultancy• Strategy, governance and accountability for

social media efforts• Performance management through planning

and metrics• Learn more… http://socialsyntax.net

Contact Me

414.378.2083tnilson@socialsyntax.net@socialsyntax