Building your personal brand online: Getting started

1. BUILDING YOUR PERSONAL BRAND ONLINE FEBRUARY 2011

2. AGENDA Position yourself Identify your target audience Create a consistent brand identity Embrace social media 2

3. POSITION YOURSELF Evaluate yourself relative to the market Points of difference Competitive advantage Weaknesses you need to overcome Identify the 3-4 words that you want to describe you Nike: authentic athletic performance Me: Innovative marketer and brand builder You: ? These are your keywords LinkedIn and Google search Twitter and LinkedIn topics 3

4. IDENTIFY TARGET AUDIENCE Who do you want to reach? People who know you and/or your work People within your industry Influencers Hiring managers and recruiting firms Where are they? Increasingly they are on social media 66 MM on LinkedIn, 37MM every month 106 MM on Twitter, 27MM daily 500 MM on Facebook, 41MM daily Virtually everyone is on Google 4

5. CREATE BRAND IDENTITY Know what is out there Google yourself and set up alerts Develop a consistent identity across all platforms Upload professional picture Same name across all platforms (if possible) Complete all profiles If you are consulting, you need an extended brand identity Name of company Graphic identity Website or blog that doubles as a site Branded presentation template 5

6. EMBRACE SOCIAL MEDIA

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8. PRIORITIZE AND BUILD OVER TIME Master one platform and add a second Start with LinkedIn Add Twitter Add a third to cross-promote Facebook Stumble upon Quora Industry specific niche platform Recognize that each platform has its own language and etiquette Require different, but linked strategies 8

9. LINKED IN Objectives: Reconnect with people you know Expand your network Remain top of mind with connections Be tapped for jobs by recruiters Boost your search rating Provide a business platform 9

10. LINKED IN Keys to success: 100% completed profile Have some recommendations Actively connect with people you know Use suggestions function Link after every meeting Increase platform visibility Status updates 2-4X per month Flag relevant articles Answer questions Optimize for search Keywords Establish company page if consulting 10

11. TWITTER 11

12. TWITTER Objectives: Research topics Extend your network Establish yourself as an expert Build relationships Reach influencers 12

13. GETTING STARTED Understand your target Listen before you tweet Topics of interest What gets retweeted (RT) #Hashtags for keywords @ replies to questions Tonality Identify key influencers Build an audience Follow relevant friends from email, Facebook Add yourself to targeted lists WeFollow, Twellow, Listorious Follow people with similar interests/at key companies Make it a rule to follow back Create lists to segment later Make hashtags a habit #leadership, #strategy, #HR Follow trusted lists 13

14. MOVE TO THE NEXT LEVEL Become a credible source Write a profile that contains your keywords Post your picture Provide reliable curation on your area of expertise Post consistently 2-10x per day Promote yourself 1:15 ratio Minimize personal comments, maximize POV Build relationships Respond to direct messages and questions Thank people who RT, #FF, and add you to lists Pick 1X per day to interact Ask questions Avoid jargon Move to DM beyond a few tweets Do not send auto reply thank yous 14

15. MASTERY Schedule tweets to have greater presence Understand key daypart usage Read Dan Zarrella Use tools to help you manage your accounts Hootsuite Hootlet Google reader Klout Create your own content to tweet 15

16. THANK YOU twitter.com/catherinedavis1 catherineadavis.tumblr.com