A presentation for researchers from the Priority Research Centre for Physical Activity and Nutrition at the University of Newcastle.

2. 2
Building your research profile
Jessica Sullivan, Content Writer, Vice-Chancellor’s Office
Contact:
– Jessica.sullivan@newcastle.edu.au
– Twitter @sullivanje01
– LinkedIn au.linkedin.com/pub/jessica-sullivan
www.newcastle.edu.au
December 16, 2013

3. Building your personal brand
3
Will help increase your
Visibility
Influence
Success
Research peer network
Industry, Policy, Media
Schools, parents,
professionals
www.newcastle.edu.au
December 16, 2013

4. Be a good communicator
Listen
Discover
Understand
Make recommendations
www.newcastle.edu.au
4
December 16, 2013

5. Do it through
SOCIAL MEDIA

6. Social Media
Building your personal
brand requires nixing
your conventional
wisdom
5 unexpected ways to build
your personal b
6
1) Be lazy
• In the context of re-purposing, reusing,
referencing and therefore reinforcing your
existing content.
1) Repel people
• You can’t be all things to all people.
Brandmasters have a point of view, own it,
share it. Don’t be disagreeable but take a
position you really believe in and express it
openly.
www.newcastle.edu.au
December 16, 2013

7. Social Media
Building your personal
brand requires nixing
your conventional
wisdom
5 unexpected ways to build
your personal b
7
3) Resist change
• Strong brands are known for something –
not a 100 things and they deliver it with
everything they do over long periods of time.
• This doesn’t mean being stagnant. If your
research is about physical activity or
nutrition, inject that into everything you do.
From your meetings to conferences and not
just sometimes all the time.
www.newcastle.edu.au
December 16, 2013

8. Social Media
Building your personal
brand requires nixing
your conventional
wisdom
5 unexpected ways to build
your personal b
8
4) Flaunt your quirks
• It’s the things that make us different –
sometimes things we don’t like about
ourselves that makes us get noticed and
endearing to others. Sit back and
emphasise your natural quirks
www.newcastle.edu.au
December 16, 2013

9. Social Media
Building your personal
brand requires nixing
your conventional
wisdom
5 unexpected ways to build
your personal b
9
5) Be promiscuous
• Dictionary meaning: characterized by or
involving indiscriminate mingling or
association.
• When it comes to online networking being
promiscuous is a good thing
• You don’t know who might be looking for you,
but you need to make it easy for them to find
you.
• The LinkedIn search algorithm favours
networks of connected people, groups and
profiles with the same keywords.
www.newcastle.edu.au
December 16, 2013

10. 10
The LinkedIn
search algorithm
favours networks
of connected
people, groups
and profiles with
the same
keywords.
December 16, 2013
www.newcastle.edu.au

11. 8 reasons
to be on
LinkedIn
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It shows up at the top of Google
searches
When someone googles you LinkedIn
ranks highly.
People are researching you
Control what people discover about you.
All kinds of people – you know and don’t
know.
It’s packed with resources
www.newcastle.edu.au
250 million users and a great
personal branding platform
Increase visibility and credibility with
members in your networks. Add video,
and mages to your summary and
experiences with a three dimensional
view of your brand.
Helps expand your success offering
connections and expertise. Want to
source talent? Need to open doors with
partners? Cant solve a problem within
your network?
December 16, 2013

12. 8 reasons
to be on
LinkedIn
12
You don’t know what you’re
missing out on
Someone is searching for your skills
right now. You need to be highly visible.
Create a complete profile, with all the
right keywords related to your thought
leadership.
You’ll stay current
You’ll automatically remain
connected
Staying on the radar of everyone is a
challenge. Status updates instantly let
everyone know what’s new in your world.
It’s an efficient way to manage
your network
www.newcastle.edu.au
Following thought leaders and
companies helps you stay on top of
what’s happening in your industry.
While allowing you to share information.
Your contacts details will get updated
automatically
December 16, 2013

13. How to amplify your brand
With LinkedIn and Twitter

14. Star ting with how to
Build your profile

15. Put your brand front and centre
Make yourself more easily found on LinkedIn search with a crisp,
punchy headline describing what you do and where you work
Research what
your keywords are
online

16. Tell your brand
story
Showcase your
career, highlighting
personal
and UON
accomplishments
or merits in the
Summary and
Experience sections.
You can use YouTube
videos, Flipboard,
images, SlideShare.

17. Connect your Colleagues
Increase the PRC’s pages’ visibility on LinkedIn by encouraging
fellow employees to add their current position

18. Now you have a
foundation
Time to look at content
and build an audience

19. Scanning the online environment

20. Scanning the online environment

21. Type your topics into this search
bar on LinkedIn
Find and Join
LinkedIn Groups
Do a search and find the groups
that are talking about the things
that matter to you and the
University. Join those groups and
contribute.

22. The 4-1-1 RULE of Online Content Marketing - 1 self serving post to 1
Twitter retweet or 1 LinkedIn share and sharing of 4 external content
pieces. Remember to write your own content too.

23. Influencer Channels
Choose which influencers you would like to follow (based on
your topics and agenda); comment on their content, like or share

24. Move in
the right
circles:
use
LinkedIn’s
profiling data
to find people
with similar
interests

25. Engage in content and post your own

28. Core Content
• Establish a rough idea of the topics on your radar that you
would like to engage others with on social media
• Regularly scan the online environment (Twitter, Google,
LinkedIn) for conversations you can join and be part of the
information flow in social media.
• Discover what your perspective is on these topics
• Establish thought leadership on topics associated with
your area of expertise

29. Sharing content from the source
• Look for these icons circled
• Make sure you are logged in to
Twitter and LinkedIn on the
device you are using (PC or
Mobile)
LinkedIn and
Twitter share
icons

30. Now that you’re posting a
stream of quality content,
promote through the
network

31. Leverage your Colleagues
Prompt co-workers to share updates through their personal
networks, and drive increased exposure and engagement

32. LinkedIn Influencer Prog ram
• Help researchers become Influencers by engaging with
their content.
• LinkedIn will measure our researchers social media
engagement when evaluating their potential ‘influencer
status’.
– LinkedIn presence
– Blog activity
– Followers from this blog and other forms of social media e.g.
twitter

33. Leverage the University’s channels

34. UON Research Reputation Innovate campaign
Connect traffic to
your LinkedIn
profile from the
research campaign

35. T he UON website

36. LinkedIn invitations
Remember be promiscuous but you can ask some
questions
•Are they from my community?
•Do we belong to the same
group(s)?
•Are they connected to someone
I know?
•Do we or have we worked in the
same industry?
•Do we share common hobbies,
interests or causes?
•Have they read or spread my
content?
•Have they included a personal
note with the invitation?

37. Tips on Twitter

38. Tweet Tips
• Always use a URL shortener
• 140 characters but ideally under 100 so people can
retweet
• # are used to affiliate a tweet with a topic. Use # to try
and promote a viral following for a specific topic
• Engage followers and influencers by including @mention
in your tweets that resonate with the influencer. Tweet +
link + @mention + #topic

39. LinkedIn and
Twitter share
icons

40. Sharing content

41. Did the source Tweet so you can Retweet

42. Shor tening URLs

43. Visit your Twitter account
Click on the composition icon
Paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen here)
Fifth: click Tweet

44. Retweeting
When you follow a content source,
their content will appear in your
newsfeed. When you retweet you
are passing this content onto your
followers

45. Tweet Tips
• It is good to have a mix of tweets, replies and retweets (4-11 rule helps you do this)
– See example interactions and mentions in the twitter.com/Uni_Newcastle
• Create a contest which asks followers to contribute
– Popular Twitter chat examples - Blogging @MackCollier Sundays 9pm
#blogchat and Trending business topics @samfiorella Wednesday 8pm
• Learn who your influencers are and engage with them
(retweet or share their content).
• Reach out to top sharers and be their guest blogger. The
more you engage with your top influencers, the more they
will continue to promote your content.

46. Messaging
• Make sure you are contributing to conversations?
• Build relationships, reciprocate
• Engage and be engaged
• Be part of the flow of information
• Don’t be repetitive
• Know what your influencers are tweeting about and respond
accordingly
• Create VALUE, retweet material to be helpful to your network, but
write your own material too
• Tweets can be a mixture of educational and entertaining and
soft/hard promotion

47. Following Tips
•
•
•
•
•
Import your contact databases
Follow people your competitors are following
Follow those your followers are following
Search for experts in the field tweeting
Establish a set of subjects you might be tweeting about and key terms
used online
– Scan Twitter or Google to find out the key terms being used use these as
#topics
•
•
•
•
Spend some time trying out different searches and # that are relevant.
When you find the people contributing most to the conversation, follow
them.
Find people talking about the Uni, industry or subjects you are interested
in
Try and follow back those following you
Read the tweets of those following you and search for keywords relevant
to you

48. Follower s
• Becoming someone’s follower accomplishes four goals:
– You are identifying accounts that will be relevant and interesting
to you, the Uni and the sector
– You let people know you are on Twitter, and encourage them to
follow you back
– You associate yourself with a specific group of industry experts
and thought leaders, demonstrate your interest in the space
– You are getting to know influencers and they are getting to know
you
• Easier than starting a conversation at a cocktail party but remember the
relationship can be paper thin.
– Don’t clutter your newsfeed if you don’t like someone’s content
unfollow them

49. Example: LinkedIn Influencer David L.
Katz

50. UON Example – Laur eate Pr ofessor Jon
Borwein
December 16, 2013
| www.newcastle.edu.au
50

51. UON example – Professor Clare Collins
December 16, 2013
| www.newcastle.edu.au
51

52. T hank you
DISCUSSION
A presentation to Priority Research Centre for Physical Activity and Nutrition
CRICOS Provider 00109J | www.newcastle.edu.au