Advancing Your Personal Brand Via Social Media

Advancing Your Personal Brand
Through Social Media
Michele Porfilio and Mike Dwyer
September 22, 2009

Who we are
• Michele Porfilio, Strategic Sourcing Leader
• Crowe Horwath LLP is one of the top 10 public accounting and consulting
firms in the United States. Under its core purpose of “Building Value with
Values®,” Crowe assists clients in reaching their goals through audit, tax,
risk, and consulting services. Crowe professionals provide public and private
company clients with thought leadership in many sectors, including financial
and diversified financial services, healthcare, government, private equity
sponsored, inventory-based, retail, not-for-profit, higher education, and food
and commodities. With more than 20 offices and more than 2,500 personnel,
Crowe is recognized by a number of organizations as one of the country’s
best places to work. Crowe serves clients worldwide as the leading
independent member of Horwath International.

• Mike Dwyer
• Aon Corporation is the leading global provider of risk management services,
insurance and reinsurance brokerage, and human capital consulting. Through
its 37,000 professionals worldwide, Aon readily delivers distinctive client
value via innovative and effective risk management and workforce
productivity solutions.

Crowe Horwath LLP is a member of Horwath International Association, a Swiss association (Horwath). Each member firm of Horwath is a separate and independent legal entity. Crowe Horwath LLP and
its affiliates are not responsible or liable for any acts or omissions of Horwath or any other member of Horwath and specifically disclaim any and all responsibility or liability for acts or omissions of
Horwath or any other Horwath member. Accountancy services in several states are rendered by Crowe Chizek and Company LLC, which is a member of Horwath. © 2008 Crowe Horwath LLP
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Agenda
 Evolution of Social Media
 Building your personal brand
 Challenges and opportunities
 Tools
 Resources
 Etiquette and Security

Crowe Horwath LLP is a member of Horwath International Association, a Swiss association (Horwath). Each member firm of Horwath is a separate2008 Paladin Recruiting and Staffing. All Rights Reserved.
© and independent legal entity. Crowe Horwath LLP and 3
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Evolution of Social Media

Web 1.0
1971 1979 1984 1988 1991 1995 1997 1998 -2004

Email Usenet Listservs IRC Personal Web Sites 1st Social Blogs, Podcast,
Discussion Groups Networking Sites Wikis
Chat Classmates.com LiveJournal,
SixDegrees Friendster
Linkedin,
MySpace, Flickr,
Digg
2005 and beyond>>
Web 2.0 apps and
User-generated content
Source: http://www.prworks.ca/wp-content/socialmedia.ppt
take over
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Worldwide Internet Usage

June 2008
June 2009
WORLD INTERNET USAGE AND POPULATION STATISTICS
Usage
Internet Internet Usage
Population % Population Growth
World Regions Users Usage, % of
( 2008 Est.) ( Penetration ) 2000-
Dec/31, 2000 Latest Data World
2008
Africa 955,206,348 4,514,400 51,065,630 5.3 % 3.5 % 1,031.2 %
Asia 3,776,181,949 114,304,000 578,538,257 15.3 % 39.5 % 406.1 %
Europe 800,401,065 105,096,093 384,633,765 Two-thirds
48.1 %
26.3 % 266.0 %

(1.1 17.0 % 129.6 %
billion)
Middle East 197,090,443 3,284,800 41,939,200 21.3 % 2.9 % 1,176.8 %
North America 337,167,248 108,096,800 248,241,969 73.6 %
Latin America/Caribbean
Oceania / Australia 33,981,562 7,620,480
576,091,673
20,204,331
users%visit%
18,068,919
59.5 %
9.5 669.3
1.4 % 165.1 %
139,009,209 24.1 %

WORLD TOTAL 6,676,120,288 360,985,492 1,463,632,361 social % 305.5 %
21.9 % 100.0 media

sites once a
NOTES: (1) Internet Usage and World Population Statistics are for June 30, 2008. (2) Demographic
(Population) numbers are based on data from the US Census Bureau . (3) Internet usage information comes
month
from data published by Nielsen//NetRatings, by the International Telecommunications Union, by local NIC, and
other reliable sources.
www.internetworldstats.com. Copyright © 2001 - 2008, Miniwatts Marketing Group. All rights reserved
worldwide.
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Evolution of Social Media
Web 1.0 - The “Electronic Age”
•Getting it online - One Way Communication
•Elements: Britannica Online, PC Games, CD
Now, Personal Websites

Web 2.0 - The “Electronic Community Age”
•Making it Work Online - Two Way Communication
•Elements: Blogs, Wikis, Videos, Poll/Surveys, Chat
Rooms, Audio/Podcasts, Social Networks
•Sites: Windows Live Spaces, Flickr, Wikipedia,
iTunes, You Tube, Facebook, Linkedin, Twitter

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LinkedIn —Is getting
around half a million
new users every week,
at least twice the rate of
a year ago, and the
number of applicants
per job has doubled
too.
– L.A. Times 2-10

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Social Media Growth Comparison
To get a market of 50 Million People Participating:
Radio TV took Internet
took 38 13 years took 4
years years

Facebook hit
Ipod 3 years 100 millions users
in 9 months

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6.7 Billion people inhabiting the planet
1 Billion people owned a PC by end of 2008
2 Billion people expected to own a PC by end of 2015

How does that
compare to mobile?
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2.4 billion mobile phones have been sold
around the world last year.

Source: GSM World

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“Worldwide over 350 Billion text messages, are
exchanged across the world’s mobile networks every month.”

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“…There are currently nearly 50 million
members in “mobile social communities” and
is expected to reach 174 million worldwide by
2011…”

-ABI Research

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Today, there are many exciting
online discussions taking place
around the world.

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“And, like it or not,…..the
conversations are taking place with
or without you.”

Brian Solis, Social Media Manifesto

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Social Media isn’t a fad
it’s a fundamental shift in the way we
communicate

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• There is an average of 16,500 tweets per hour on Twitter.

Thinking about what I can tweet I just ate at the best restaurant

Here's a way to buy and sell your domains on Twitter -> dnTwits.com: http://bit.ly/bvDO8

Social media is not a fad I just met Michael Jordan On my way to get coffee

Linda McMahon, head of World Wrestling Entertainment, to seek Chris Dodd's senate seat
as Republican. #AWESOME http://bit.ly/2Xds58

Check out this new hot topic Oh no Patrick Swayze just died

FASB might rework the rules related to recognizing revenue for software that's bundled
into a product and never sold seperately.

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• Approximately 1 new member joins LinkedIn every
two seconds, roughly 1000 new groups are created
on LinkedIn each day.

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• More than 1 billion pieces of content (web links, news stories,
blog posts, notes, photos, etc.) shared each week on Facebook.

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E&Y

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Leveraging social media to advance our careers

Building and Growing

your Personal Brand

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Why we are here?
• Social Media is creating the
opportunity to amplify your
personal brand in more ways
than ever
• Marketplace is flooded with
opportunities to advertise your
expertise, learn and develop
and find job opportunities
• Utilizing various tools for your
personal brand building or job
search that will separate you
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WHAT’S DRIVING SOCIAL MEDIA?
• Information overload

• “Over-choice”
• Advertising and marketing clutter
• Need for “informed shortcuts”
• Decreased trust in institutions, product claims and paid
messages
• Increased connectivity and trust in peers, colleagues
and friends opinions and insights
• The ongoing, innate need for influencers to influence

Increased recognition of Word
Increased recognition of Word
Of Mouth power and benefits:
Of Mouth power and benefits:

92% of Americans rate WOM
92% of Americans rate WOM
of friends, family, & others among
of friends, family, & others among
sources of ideas and information
sources of ideas and information

© 2008 Paladin Recruiting and Staffing. All Rights Reserved. 24
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CHANNELS OF ENGAGEMENT OVERLOAD!
Blogs Message Boards Open Communities

Video Sharing Social Networks Photo Sharing

Micro- Blogging Social Optimization Web Events & Chatrooms

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Me, Inc.
The most important B2B brand

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"Many of us are taught to do our best and then
let the world decide how to judge us. I think it's
better to do your best and decide how you want
to be judged. And act that way."
– Seth Godin Leading Social Media blogger and Author

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Ownable Position
Create a marketing plan around your personal “ownable”
position. What do you own as an internal auditor that
separates you from everyone else?
“Great brands stand out positively in a crowd and connect beyond the functional
attributes. This should be everyone’s goal in building an “ownable” personal brand
regardless of the level.”

– Jerry S. Wilson SVP at The Coca-Cola Company, and President of the global McDonald’s Division.

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Identify

Who is your target audience?

CFO’s? Directors? SR. Internal Auditors? Corporate?
Consulting? Professional Services? Non -For -Profits?
ALL?

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Engage

How will you engage them offline?
Networking events? Association meetings?
Breakfasts? Luncheons? Dinners?

… and online?

LinkedIn? Facebook? Twitter? Blogging? Personal
Website? Google yourself?
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WITH CHALLENGES COMES OPPORTUNITIES
Emerging media offers inexpensive but effective ways to interact
with potential customers:

“ AS ENTREPRENEURS, we have to either adopt — or adapt to — new methods
of advertising to reach potential clients and customers. With so many of them
connected to the internet with their mobile phones and/or laptop computers,
it's no wonder that digital media advertising (DMA) is the new hot button for
any seasoned or newbie entrepreneur.”
Robert Shimonski @ Entrepreneur.com 7/08

“ Businesses of all types and sizes are focusing on the power of bloggers as
opinion shapers. But harnessing that power is particularly important for
small-business owners who don't have the money to create name recognition
with big marketing campaigns. By connecting with the right blogs, small
businesses can generate buzz around their products and services and increase
sales dramatically.”
Shelly Banjo WSJ 3/08

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Advance
• Building your network
• Learning & developing
• Find answers to common industry questions
• Stay up to date with daily news
• Learn new ideas
• Learn from others experience
• Thought Leadership
• Share knowledge and expertise to help others
• Share articles, whitepapers, news with colleagues
• Staying up to date with news and current events
• Finding a new job or a new job finds you

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• LinkedIn is an interconnected network of experienced professionals
from around the world, representing 170 industries and 200 countries.
You can find, be introduced to, and collaborate with qualified
professionals that you need to work with to accomplish your goals.
• LinkedIn has over 47 million members in over 200 countries and
territories around the world.
• Relationships Matter Your professional network of trusted contacts
gives you an advantage in your career, and is one of your most
valuable assets. LinkedIn exists to help you make better use of your
professional network and help the people you trust in return. Our
mission is to connect the world’s professionals to make them more
productive and successful. We believe that in a global connected
economy, your success as a professional and your competitiveness as a
company depends upon faster access to insight and resources you can
trust.

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LinkedIn Learning Center:

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Ensure your profile is complete and up-to-date

Users with complete profiles are 40 times more likely to
receive opportunities through LinkedIn!
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Your connections should represent your “real world” network

Use the LinkedIn email invite application to connect with Yahoo,
Google or MSN contacts into your Brand Profile
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Demonstrate your Expertise on LinkedIn Answers

LinkedIn Answers You can ask and answer questions on
specific subject matter.
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LinkedIn Groups – Engage with Discussions

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LinkedIn Groups – Engage with Discussions

40

LinkedIn Groups – Engage with the News

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LinkedIn Groups – Engage with the News

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IIA National and Chicago

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LinkedIn Events

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Case Study #1

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Google is your friend

• Google Search: “world of internal
auditors personal branding”
• “Protiviti Webinar Explores”
• “Larry Harrington Raytheon”
• Internal Auditor Blog: Mike Jacka
blogs on internalauditor.com and is
starting to experiment with Twitter
and engages with people having fun
and adding valuable information on IA
and what is going on in the industry.

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HOMEWORK ASSIGNMENT
LinkedIn Assignment:
• LinkIn with 10 new contacts by next Wednesday who are relevant
to your business through a LinkedIn Search
• Merge your Yahoo, Google or MS Outlook contacts with LinkedIn
• Post an answer on LinkedIn
• Create a group
• Join 2 discipline related groups
• Interact with those groups and post relevant content ie. NYT,
Adage, WSJ etc.

Respond results through my LinkedIn:
• Mike Dwyer: www.linkedin.com/in/mikedwyeraonconsulting

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Which Tools to Use

To increase visibility, you need
to go where your colleagues are
going…

Market Trends

Although there are scores of global social networking sites —
155 according to Wikipedia — only a few sites hit the mark
as reliable and appropriate sites for professionals. LinkedIn,
Facebook, and Twitter currently are the most popular sites
among professionals.
16
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Technologies To Focus On

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• Engaging Social Media is a people driven approach

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Twitter
Twitter is a social networking and micro-blogging service that enables its users to
send and read other users' updates known as tweets. Tweets are text-based posts of
up to 140 bytes in length. Established in 2006 it has an estimate 5 million users as
of Feb. 09’.

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Twitter For Information Resources

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Twitter for Connecting with Colleagues

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Twitter For Job Search

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Twitter
38 hashtags that are
related to job searching

#____jobs* #jobpostings
#career #jobs
#careers #jobsearch
#employment #jobseeker
#greenjobs #jobseekers
#hire #recruiters
#hireme #recruiting
#hiring #resume
#job #resumes
#jobadvice #salary
#Jobs internal
#jobhunt #success auditor IL
#jobhunting #work

*fill in the blank with your
city or state)

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Linkedin – Find Colleagues

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Groups
• There are approximately 200,000 groups on Linkedin
• 3 ways to search group directories
• Key word: i.e. company name, function, profession
• Category: alumni, corporate, conference, networking, non-profit,
professional
• Language (from Albanian to Vietnamese and everything in between)

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Linkedin – Status Updates & Activity

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Linkedin – Group Discussions

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Job Search

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Facebook Pages

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Facebook Groups

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Facebook Job Search

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Social Media Tips
• Join the Social Networks
• with the population that fits your needs
• engage each community using their tools
• give resume and/or profile a face lift
• update your status once a week
• post answers and questions
• be open and available to people reaching out to you
• post general ideas and thoughts about your profession
• rekindle relationships/build your network before you need
• look for industry specific sites where you can create a presence
• comment on blogs typically important to the audience
• be a news hound
• confidence counts
• pay it forward - recommend a friend or a colleague

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Social Media Etiquette
Do
• Use good judgment about what you write on public sites.
• Consider how your comments would be perceived before you
actually post them, and think about logic above emotion at all
times. Before you hit “post,” realize that this will be a
permanent reflection of your identity and that it may never be
erased.
• Avoid the unnecessary commentary.
• Understand and abide by your company’s social media policy.
• Use proper introductions when adding users as friends or
connections.
• Acknowledge and accept some individuals won’t network with
you on a “personal” space like Facebook without knowing who
you are, even with the proper introduction.

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Do
• Keep unwanted friend requests in pending
mode rather than reject outright.
• Post interesting information.
• Be open to criticism or negative response.
• Humanize your profile.
• Give authentic recommendations to others.
• Be sure to be givers as well as takers.
• Provide links when appropriate.
• Send only one story to your network daily.
Key to success is moderation.

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Don’t
• Abuse group invites
• Turn your Facebook profile photo into a
pitch so that you can gather leads
through your Facebook connections
• Use a fake name as your Facebook
name
• Publicize a private conversation on a
wall post
• Repeat personal or confidential
correspondence
• Tag individuals in unflattering pictures
that may end up costing your friends
their jobs
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Don’t
• Mass-following everyone so that you
can artificially inflate your numbers.
• Consistently use your Twitter stream
for nothing but self-promotion and
ego
• Request that your friends Retweet
your Tweets on a consistent basis.
• Use connections to spam
• Ask for endorsements or
recommendations from individuals
you don’t know well or haven’t
worked closely with

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Before acting, ask yourself these questions? Social media mimics real
relationships — in many cases. Would you do the following within real
face-to-face relationships?
•Jump on the friendship bandwagon without properly introducing
yourself?
•Consistently talk about yourself and promote only yourself without
regard for those around you?
•Randomly approach a friend you barely talk to and simply ask for
favors — repeatedly?
•Introduce yourself to another person as “Pink House Gardening?”

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Social Media Security
•Be aware of spam and scams
•Do not click on pop-up adware anti-virus
cleaners.
•Verify links sent to you through messaging
from a social network site prior to clicking
•Limit the amount of personal information
you share
•Do not accept friend requests from
suspicious people
•Change passwords often
•Do not use the same password for social
networking sites that you use for email
accounts, on-line banking, etc.

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Additional Resources
• 10 Social Networking Security Trends To Watch
http://www.crn.com/security/208401887;jsessionid=HBZA0UO5JB4M1QE1GHPCKH4ATMY32JVN?pgno=1

• Social Media Security
http://socialmediasecurity.com/
http://www.blogherald.com/2009/03/26/social-media-sites-risk-growing-threats-and-attacks/

• Social Media Etiquette Handbook
http://www.techipedia.com/2008/social-media-etiquette-handbook/#ixzz0RKejjvUz

• Social Media numbers release from Compete.com Jan. 09:
http://news.cnet.com/8301-17939_109-10160850-2.html

• LA Times Twitter and Linkedin as Job Search tools 2-10:
http://latimesblogs.latimes.com/technology/2009/02/with-jobangels.html

• Guy Kawasaki 10 Ways to improve your LinkedIn ranking:
http://blog.linkedin.com/2007/07/25/ten-ways-to-use/

• Amanda Sundt in WSJ blog:
http://blogs.wsj.com/laidoff/category/amanda-sundt/

• Perry Belcher easiest explanation of social media ever made.
http://perrybelcher.com/blog6/2008/11/30/how-to-make-money
with-social-media/

• Mike Dwyer Blog:
http://blog.paladinstaff.com/hiring-information/creating-your-own-
personal-1997-vs-today/

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Special Thanks – Credits:
Social Media Gurus:
•ABI Research
Seth Godin: www.sethgodin.typepad.com
•Alexa
Andy Sernovitz: www.gaspedal.com
•compete.com Jeremiah Owyang: Senior Analyst at Forrestor http://www.web
•comScore.com strategist.com/blog/
•Flickr Zocalo Group: www.zocalogroup.com
•Forrester Research
•GSM World Associations:
•Internet Society LinkedIn Internet Affiliate Marketers Association (IAMA):
•Internetworldstats.com http://www.linkedin.com/groups?home=&gid=42342
•Netcraft Web Survey Word of Mouth Marketing Association (WOMMA)
•Prworks.com http://www.womma.org/
•ToMuse.com
Online Publications:
•YouTube.com – The Richter Scales AdAge Digital:
•http://www.youtube.com/watch?v=I6IQ_FOCE6I
http://adage.com/digital/
Wall Street Journal Small business:
http://online.wsj.com/public/page/news‐small‐business‐
marketing.html

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Michele Porfilio
Strategic Sourcing Leader Crowe Horwath LLP
630.575.4397
michele.porfilio@crowehorwath.com
www.linkedin.com/in/mporfilio

Mike Dwyer
Social Media Consultant AON Consulting
312.381.4967
mdwyer5@gmail.com
www.linkedin.com/in/mdwyeraonconsultng

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