4. • Two-thirds of consumers say their perceptions
of executives impact their perceptions of the
company
– And only 30% of Fortune 500 CEOs have an active
social media presence on at least one channel
5. Today’s key customer channels:
• Sales force
• Web
• Channel partners
• Call centers
• Traditional media
9. 1 – Extend your brand—and your company’s
brand
2 – Grow your network
3 – Build thought leadership
4 – Enhance your company’s customer service
5 – Own page one of your Google search
6 – Identify new customers
7 – Position yourself as innovative
8 – Build rapport with employees—and
potential employees
10. So, what does a personal brand
look like online anyway?
38. Who is your key audience?
• Where do the live online?
• How do they consume information online?
• Who, exactly are they?
• Audience profile?
39. Plan: Define the personal brand you
WANT
Define your personal value proposition
• I help people better understand online
marketing.
• I help people with professional development.
• I help bloggers become better bloggers.
• I help provide pragmatic communications
solutions.
40. Execute: Consistency over time pays off
• You need to post/engage on Twitter more than
once a month.
• You need to write a blog post more than once a
quarter.
• Look to help one person in your LinkedIn
network a week.
• Most people bail quickly—stay the course.
41. Measure: Monitor and adjust
• Check your Google Analytics regularly (I check
them 1-2 times per week)
• Follower/fan counts aren’t everything—don’t
get caught up in them.
• Relationships > numbers.
44. Benefits of having a strong opinion online
(for me):
• Never-dreamed-before speaking gigs: Seattle,
Destin, Solo PR, BlogWorld
• Instant credibility: With clients, bloggers and
media
• Random—but useful—opportunities: Guest
posts, opportunities to connect, etc.
45.
46. • Networking cornucopia: Through guest posts,
PR Rock Stars, list posts.
• The opportunity to meet people’s Moms (I’m
kidding…kinda)
• An opportunity to showcase my skills
47.
48. • However, there is no direct tie to the bottom
line (but, blogging has been a HUGE factor in
my business success).
• Community=power
51. What’s the value of a robust LinkedIn
profile?
• 238 million worldwide users (84 million in U.S.
alone)
• 39% of members are a manager, director, owner,
vice president or CEO
• 50% of Fortune 100 companies hire through
LinkedIn
52.
53. What should a robust executive
LinkedIn profile look like?
54.
55.
56.
57.
58.
59.
60. Make sure the basics are in place:
• Short summary
• Head shot (personality)
• Work experience (with detail)
• Honors/Awards/Education
62. 3 – Become a LinkedIn juggernaut
– Share 1-2 relevant posts/stories each day.
– Set aside 10 minutes each day to connect with 3-5
colleagues, peers or vendors.
– Make an effort to HELP people in your LinkedIn
network.
– Use LinkedIn as a research tool to help YOU:
• Identify candidates/connections
• Research coffee meet-ups
• Spot rising stars
70. What would I share/talk about?
• Personal interests
• Professional articles/posts (journals, industry
blogs, etc.)
• Live tweet events/conferences
• Share your OWN blog posts/Slideshare decks
• Bottom line: You have PLENTY to say
71. 6 – Master the art of “Propinquity”
– Show up where your key audiences live—a lot
– Foster the allusion—you can appear more
busy/prolific than you really are online
– Don’t take every opportunity—just the ones with
big payoffs
Scott Monty tweets—every day, publishes a weeekly journal of stories, blogs, Instagram
Mark Schaefer blog—blogs almost every day. Authored books. E-books. Definitely a creator.
Exercise (ask participants to pair up and write down 10 words that describe the other person); write your own word cloud, ask others what they think of you; how are you perceived now?
Start a blog
Start a blog
Missed opportunities (story of exec involved with LI)
But yet this is how many exec LinkedIn profiles look (show incomplete profiles from local execs)