A lecture I gave to University students on social media trends and the importance of building your personal brand online.

1. The Social Web
+
You
@paulmaiero January 25th, 2011

2. The Boring Stuff
• Social Media Marketing Trends
• You Inc. - Why Your Brand Matters
• Using Your Online Brand to Learn

3. @paulmaiero
• Professionally – Hated the banking
industry, so I now work on startups,
mostly in technology.
• Personally – I enjoy traveling, cooking,
culture, design, and sports.
• Futurist, love connecting with people,
any social events, and of course the
social web.
@paulmaiero January 25th, 2011

4. Social Media
Marketing Trends

5. THE CUSTOMER
BRAND EXPERIENCE

7. The Audience
Matters

9. Cheater

10. Cheater Steroid User

11. Cheater Steroid User
Public Accepts

12. Cheater Steroid User
Public Doesn’t Accept Public Accepts

13. The Audience Matters
• I enjoy sports.
• I like to read.
• I like to read sports.
.....you have to wonder if the altered depth perception, rain, lousy
ice and amended schedule played a part.
-Damien Cox, Toronto Star
@paulmaiero January 25th, 2011

14. @paulmaiero January 25th, 2011

15. Social Media Is For Real

16. Carnival’s Facebook
Campaign
@paulmaiero January 25th, 2011

18. Location, Location, Location

21. A Focus On ROI

22. • ROI = Return On Investment
• It’s the amount of money gained or lost on an
investment, relative to the amount of money
invested.

23. You Inc.
Why Your Brand Matters and What You Should Do About It
@paulmaiero Tuesday, January 25th, 2011

24. Why Brands Matter
They all care about their brand. Shouldn’t you care about yours?
@paulmaiero January 25th, 2011

25. HR’s Increasing Use of The
Web
• 64% of HR managers think it’s
appropriate to look at online profiles of
candidates.
• 41% of people have been rejected as a
result.
@paulmaiero January 25th, 2011

26. • Google matters….it’s THE starting point!
• Have you ever Googled yourself?
• Are you satisfied with what results came
up?
@paulmaiero January 25th, 2011

27. …….but It’s Not Only HR Looking You Up
• Increasingly the people we interact
with in real life are turning to the web
to learn more about us.
• It’s all about preparation & research
• Before meetings to gain insights
• After they meet you at a conference/networking event
• Common friends
• Just for the hell of it!
@paulmaiero January 25th, 2011

28. YOU
@paulmaiero January 25th, 2011

29. A ‘You Inc.’ Case Study:
Marco Pacifico
@paulmaiero January 25th, 2011

30. A ‘You Inc.’ Case Study:
Marco Pacifico
• Moved to Vancouver from Toronto
• No Network, No Job, Nothing!
• Educated as an engineer, looking to work in
the ‘new digital’ world as a strategist
• ‘Traditional’ job applications got him
nothing.
@paulmaiero January 25th, 2011

31. “All I Want To Do Is Create Awesome Things.”
• Began to build a presence online
• Blogging, blogging, blogging
• Targeted employers wanted to know Marco’s
skill set
• Connected with ‘influencers’.
• During the interview, no discussion
about his resume. NONE!
• Online portfolio dominated the discussion.
@paulmaiero January 25th, 2011

32. “All I Want To Do Is Create Awesome Things.”
• Marco’s Key Takeaways
• Nail down what you are about
• What would you write or capture on a
regular basis
• The more targeted the better
• It’s about learning, ‘you can read
something but when you write about it, it
shows you really know it.’
@paulmaiero January 25th, 2011

33. Building ‘You Inc.’
@paulmaiero January 25th, 2011

34. Building ‘You Inc.’
1. A resume is a resume
2. A presence online is the only way to get a
job, period.
3. Online you get depth and breadth. A
‘deep dive’ into what you really are
about.
4. Networking online is also important
• Who you follow, who follows you. Who you write about, who
writes about you.
@paulmaiero January 25th, 2011

35. How to Build ‘You Inc.’
Online
• If you want people to take you
seriously…..
It’s time to get professional!!
@paulmaiero January 25th, 2011

36. How to Build ‘You Inc.’
Online
Social media can be professional
Great opportunity to showcase your skill set
Video Communications
Writing Portfolio
Photo Journalist
@paulmaiero January 25th, 2011

37. Building ‘You Inc.’ Is
@paulmaiero January 25th, 2011

38. How to Build ‘You Inc.’
Online
1. Own your domain!
• Would you really want Mike Smith owning your .com???
• This includes any social media domains
2. Build the ‘You Inc.’ Online Hub
• Several services allow you to aggregate your social profiles into one place
www.flavors.me
@paulmaiero January 25th, 2011

39. How to Build Your Brand
Online
3. Pull all your social profiles into your
aggregated site
4. Contribute content you care about
• Your videos, your stories, your take on how professional
communications is changing. The forces impacting that
change, the players, how firms are dealing with it…..
5. Keep it fresh and updated.
@paulmaiero January 25th, 2011

40. Why ‘You Inc.’ Matters
Time and Effort Now, will reap dividends
later
Do you care enough about yourself?
BE DIFFERENT!
@paulmaiero January 25th, 2011

41. Building a Transferrable Social
Media Skill Set

42. Use Your Online Brand To Learn
• Measuring, tracking, engagement
• Email Marketing
• SEO, CRM
• A/B Testing
• Click Through Rates
• Learn Web Analytic Engines (Google Analytics)
• Develop your online advertising knowledge
• Facebook Ads, Google AdWords, Twitter, Facebook Fan Page Insights
@paulmaiero January 25th, 2011

43. Thank You!
@paulmaiero
paul.maiero@gmail.com
@paulmaiero January 25th, 2011

44. Credits
• Facebook/Carnival: http://www.dotweekly.com/wp-content/uploads/facebook-carnival.jpg
• BaseballMapLogo: http://strangemaps.files.wordpress.com/2007/08/835641802_ef422b12cf_b1.jpg
• ROI Wordmap: http://farm4.static.flickr.com/3602/3290848259_4defd0a46c.jpg
• Rome: http://ranger.uta.edu/~gdas/websitepages/photos_personal/rome_coliseum.JPG
@paulmaiero January 25th, 2011