personal branding through social and digital media
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Mary Canady's presentation to marine biologists at San Diego State University November 28th 2013.TRANSCRIPT
Personal Branding Through Social and Digital Media
SDSU Coastal and Marine Institute Laboratory November 19, 2013
Mary Canady Comprendia LLC
comprendia.com/cmil
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Who Am I?•Then
–Trained as a biochemist–Always gravitated to online tools & pretty pictures–Loved bench work and organizing events
•Now–Comprendia/San Diego Biotechnology Network
•Network of 20,000•Marketing, events, writing, speaking•Results
–People find me easily for business (and speaking!)–I have found my niche and am happy
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Your Personal• Strategy
– What’s your personal brand?• ‘Research’ your interests, goals
– How does your current research translate to job market?
– What gets you up in the morning?• Tactics
– Online: LinkedIn, Twitter, Blog, Google– ScienceOnline– Be creative
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General Guidelines• It’s not all about you
– Provide resources first, promote yourself second
• Consider audience, reach and goals when communicating– Public? Scientists?– What are my institution’s policies?– Always “test the waters” by watching and
asking first• Use IRL values when communicating
– Don’t rush to judgment• Consider pseudonymity fully before
deciding
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RSS: Your New BFF• RSS Feeds & Readers
– Monitor individual website changes• Blogs• News • Pubmed
– Monitor the entire web• Tools
– Look for orange RSS symbol & subscribe – Google Alerts: a ‘catch all’– Aggregate with Yahoo Pipes– Use Feedburner to send daily emails
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What Online Tools Should I Use?
Application
Description Good for How To Use
LinkedIn Professional networking
•Personal brand•Job hunting•Leads
•Complete profile•Join/start groups•Engage
Twitter Sharing information with short updates
•Personal brand•Connecting via content•Events
•Find a niche•Follow hashtags/users
Blog Dynamic website with daily-weekly articles
•Personal brand•Connecting with peers
•Create blog acc. To brand•Find others, interact via comments/Twitter
Google+ Social networking “back layer”
•Sharing information•Increasing search engine visibility•Hangouts
•Add colleagues to circles•Join communities•Use Hashtags
Recent presentation Academics Presence Online
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Your LinkedIn Profile• Should be as complete as resume
– Headline: relate to personal brand– Use action words and bullets– Add past relevant positions with information
for each, helps others find you (leave out the Olive Garden)
• Get a ‘vanity’ URL, add to business card• Add a head shot• Check for spelling errors!• Link to your company or sites of interest
(blog!)• Include complete contact information• Get recommended
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Leveraging LinkedIn Groups• Benefits
– Directly email any group member (check out our howto)
– Can post questions to group– Searches give more results
• Join up to 50 groups• Choose large, relevant, active groups
– Your posts will not be seen in spam-y groups• Lots of great discussions going on
– Antibodies, recombinant proteins, medicinal chemistry…
– See our tips and list to start
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Scientists on Twitter?
Term#
TweetsScienceOnline Oceans 2013 #sciooceans 6,700Western Society of Naturalist Meeting #wsn2013 466Deep Sea News #deepsn 75/dayScience Communication #scicomm 120/day
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Basics• Overview
– Provide 140 character updates, AKA ‘microblogging’
– @[user] to send a public message (reply)– D [user] to send private message (DM)– #[text] is a ‘hashtag’ to follow events,
subjects, or chats• Follow based on content, don’t need to
know– Hint: this is huge for meeting people
• Provide information based on your brand• Should be a conversation if you’re doing it
right!
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Tactics
• Fill out profile completely and carefully• Get followers
– Target: 1,000– To be followed, you must follow
• Twitterer will be sent message that you are following• Search Twitter, Social Mention for terms (e.g.,
‘marine biology’)• Conference hashtags (#sciooceans)• Twitter will make suggestions for who to follow
• Provide content from RSS or other Twitterers
• Engage with Twitterers
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• WordPress– Hosted blog at wordpress.com, or get a
server, host your own ($7/month)– Most flexible, our favorite
• Blogger– Only offers hosted solutions
• Tumblr– Less flexible, hard to write a post with both
image and text• Join an existing blog network
Ways To
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Link and courtesy @brianreid
Finding blogs:• ScienceSeeker• Researchblogging
Blog Networks
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Google Yourself
• Google Author Rank– Your Google+ network affects search results– Big for your personal brand– Wackadoodles can be silenced
• Google+– Add colleagues using G+’s tools– Share information– Join groups, share hashtags
• Set up a Google Scholar Profile• What’s working well for others?
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• ScienceOnline– Cultivating science sharing online
• ScioSD Satellite Mission: get more local scientists online– Providing resources, events– Space for local bloggers
• Monthly hangouts to learn about social media– Connect via Google+
• Happy Hour Dec. 4th, join us!
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• Living in the 10’s=professional FB presence– Manage privacy– Change to work name– Keep politics at a minimum– No passed out photos
• Follow marine science pages, engage
• Live your brand? You decide.– Controversy with family/friends?
Avoid the “deficit model”
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Get Creative
• Ocean science is INTERESTING• Use “Millennial” tools• Outreach• Can take many forms• Great way to network
• Provide resources to news outlets
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Packaging Yourself
<your
bra
nd
here
>
• All good marketers have a “30 second commercial” that summarizes their product—make one about you!– Short summary– Your “Position”– What you’re looking for– First 10 seconds should “stand
alone” for quick introductions (1-2 sentences)
• Write it down• Practice• Practice• Practice
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Getting Started• Determine your personal brand• Start small
– LinkedIn, Google+ Profile– Share your brand on Facebook– Volunteer to manage MEBSA Twitter– ScioSD bloggers?
• Be creative• Start NOW
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Questions?• Twitter
– @Comprendia– @SDBN
• LinkedIn– www.linkedin.com/in/marycanady
• Facebook– Facebook.com/comprendia
• Blog– Sdbn.org– Comprendia.com
• Slideshare– www.slideshare.net/marycanady