1. Demystifying Social Media
How to boost
your brand
online
Heidi Alexandra Pollard
Chief Empowerment Officer
UQ Power
www.UQpower.com.au

2. HOW CHANGE HAPPENSThe world is changing
Every year it becomes:
a little smaller,
a little more social,
a little more connected.
We ‘share’ our lives openly.
It’s getting to the point where
we’re making a statement when
we choose not to share or connect.

3. How small it has become

4. 2006 2010 2020
% Population
Growth
6 Billion 7 Billion 7.8 Billion
% Population on
the Internet
6% 23% 68%

5. The
online
world is a
complex
tapestry.

6. Get to know your
Social Media Family
Aunty Google & Uncle YouTube
Cousins Facebook & Twitter
Brother LinkedIn & Sister Pinterest
You can’t ignore it here’s why…

7. Closer to home
Aussie Stats from Feb 2014
Facebook 13,000,000 users
Twitter: 2,500,000 users
LinkedIn:
3,700,000 users up from
2,900,000 users in Jan 2014
Google+:
65,000 users down from
70,000 users in January 2014
Pinterest: 450,000 users
Tumblr: 4,700,000 users
Stumble Upon: 65,000 users
Myspace:
180,000 users down from
200,000 users in Jan 2014
Instagram: 1,600,000 users

8. The Pace of Change
Just five short years ago:
-Pinterest and Instagram were still in development
-Facebook updates were primarily text, not
photographs
-No one owned an iPad

9. We are all suffering from

10. In the online world it is even
harder to stand out.stand out.

11. Social Media adds leverage
• Social media is simply another step in the
evolution of communication.
• The ability for social media to provide a 'one to many'
vehicle which can amplify to a 'many to many'
communication of ideas and content now means there is
scope for businesses (and individuals) to spread their
message
quickly,
efficiently
and
cheaply.

12. Who’s looking at you?
Whether you realise it
or not, you are being
researched and
accessed online all the
time.
In this era of social
media if you’re not
controlling your brand,
then someone else is.

13. Social Media Etiquette
• Like any business relationship Social Media is
still about give and take. It does take a bit of
work (10 minutes every day or so) to get the
best results.

14. Let’s test the theory
• Ask the person next to you for their full name
• Type their name into Google with the full name in
inverted commas eg: “Heidi Alexandra Pollard”
• Write down the first 3 links you
see about that person –
ie: what websites they show up on
(eg:
1 LinkedIn,
2 You Tube,
3 Company Website

15. Clarity is key
Which is why it is even more important to have
clarity around:
1.Who you are
2.What you do
3.Who you serve
4.What makes you unique – your UQ
You can only be a KEY PERSON OF INFLUENCE
and get referred if people understand those factors.

16. Biggest Blunders
• If you’re going to use it, do it well
• 3 Biggest Blunders:
1 - Copy Cats Syndrome
2 – Eating Humble Pie
3 – Vanilla Bean, Never Be Seen

17. Why choose
• LinkedIn has great Search Engine Optimisation
(SEO) and therefore ranks very high on Google.
So, when you search for a name on Google or
any other search engine, you will usually come
across that person’s LinkedIn profile (if they have
one).
• LinkedIn is an incredible tool for building visibility
and community on the web.
• It’s the largest professional network, with over
200 Million members (every second, two new

18. The Copy Cat Error
• Following the lead of
every other expert,
consultant or similar in
your industry.
• Copying their
marketing, their
message and their
model.
• Result – no UQ Power

19. Best kept secret
• Being humble and shy
• Not using all the features
• Not accepting relevant
invitations
• Not sharing news or
commenting and being part
of the community
• Result = No UQ Power

20. How to make it work for you
• It’s not enough to have your LinkedIn
profile up and wait for something to happen.
• You need to engage in it actively to get results by
participating, sharing and connecting.
• In business there is a direct correlation between
our ability to build, manage and leverage
professional relationships.
• We prefer to do business with people we know,
like and trust - LinkedIn can get you there pronto.

21. Don’t be vanilla when you’ll get the best results
from stepping into your
Uniqueness (your UQ Power)!

22. What’s Your Unique WHY?
Please share with us (briefly):
• What’s your name and your business name?
• What’s the ONE THING you would like to be known for?

23. 7 Boost your brand

24. 1. Add a position
Create a compelling profile, not a resume rehash!
Update your employment history and professional
accomplishments. Be sure to include your current
position or job title and make sure it is aligned with
your ONE THING – your UQ factor you want to be
known for.
7

28. 7
Secret Tip
Add in what you do or your tagline – not just your title –
it’s a great for keywords.
The more skills and job titles that match recruiter or
business searches for candidates, partners and
suppliers, the higher volume of traffic your profile will
receive. In turn, better traffic means you’re more likely
to be the target of a new connection or opportunity.

30. 2. Add a photo
A professional looking photo or ‘headshot’ means
you are putting your best foot (or face) forward. It
also means people will recognise you which adds
to the Know, Like and Trust factor. And when
meeting up for a coffee with someone you met on
LinkedIn you can spot them – avoids awkward
approaches with strangers!
7

35. 3. Add at least 3 skills
Let people know what you’re good at, and then
get endorsed by your connections.
Remember to include your ONE THING – what
makes you Unique makes you stand out.
7

36. Endorsemen
ts

37. 4. Add your
education and industry
Share where you went to school and university etc
this can help you reconnect with classmates and
Alumni. Select the industry you work in to get
relevant news and learn about jobs and groups of
interest.
7

39. 5. Join and interact
in relevant groups
A great feature of LinkedIn is its groups. There are
literally thousands of groups on LinkedIn where
people discuss different topics. A great strategy is to
join and participate in group discussions that your
target market is part of. Demonstrate your expertise
and position yourself as an expert. This will build
trust and attract more business. Or create your own!
7

42. Group interaction tips
•Answer questions to highlight your subject
expertise
•Communicate. Show interest. Look for ways to
help.
•Be your UQ self. Be real. Be yourself.
•Don’t always be in selling mode!
•Have fun!

43. 6. Recommend people
An extremely powerful feature is that your clients
can leave recommendations on your profile, which
provides instant social proof and makes you more
appealing to prospects when they look at your
work profile and history.
Imagine searching for an accountant in your area
and one has recommendations and the other
doesn’t – which would you choose?
7

44. Give and take
To get recommendations remember to also recommend
businesses you have liked working with instead of just
hoping to be endorsed. It’s all about give and take.
Be genuine and bold –
ask clients to leave a
recommendation for
you as part of your
feedback process.
7

45. 7. Create a business page
People can find you based on the keywords that you
use, and likewise you can search for potential strategic
alliance partners, find people and businesses in the
same industry and email people directly without having
to go through numerous channels. A LinkedIn
Business page can act as an extra website so people
can find out more about what you do. You can also
post updates and information and read reports on the
7

46. Keep it fresh
•Aim to update it 1-3 times per week
•Start with an action verb
•Include links to articles and presentations
•Update status – strictly business (this is not FB!)

48. Action verb!

49. 2013 Stats

50. 2014 Stats

51. A look into who’s looking…

52. • Use LinkedIn to do research about people. For example,
if you about to meet with the CEO of Goldmine Co. you
can look him up on LinkedIn and find out more about him
before your meeting.
• All recruitment companies use LinkedIn to find and
screen suitable candidates.
• Remember to link your company website, business card,
email signature to your LinkedIn page.
• Make contact with potential clients or joint venture
partners – remember to follow up and follow through with
offline activities too!
What else can I do with

53. BEST TIMES WORST TIMES
7am – 9am 10pm – 6am
5pm – 6pm
Best times to use

54. Steps to Success
Be
Visible=

55. • What has been the biggest benefit or
learning for you today?
• What one thing will you apply and try in
building your business and online brand
profile using LinkedIn?
• Please exchange business cards with
myself and everyone else here and send a
friend request on LinkedIn today!
Final thoughts?

56. Want more?
Contact us: support@UQPower.com.au
Follow us: UQ TV www.uqpower.com.au/_blog/uqtv
Twitter @UQPower
LinkedIn www.linkedin.com/company/uq-power
Facebook www.facebook.com/UQpower
Resources: http://www.uqpower.com.au/resources
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