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Your Online Brand
– how it affects you and your corporation.


                By Robin Low
You are as good as
how people perceive you.


              perception
are you using    social media?


 If you are a young adult, the chances are – Yes, you
 are using Social Media to connect with your friends.

 Do you have a blog, Facebook account, Twitter
 account? Do you leave comments on blogs or
 forums?
digital   footprint
Internet users are becoming more aware of their digital
footprint

Most internet users are not concerned about the amount of
information available

Most do not take steps to limit that information

Fully 60% of internet users say they are not worried about
how much information is available about them online

Majority of online adults (61%) do not feel compelled to limit
the amount of information that can be found about them
online.
                                                    2008 PEW RESEARCH CENTER
I know   you
    Anyone can tell a great deal
    about you from your digital
    footprints.

    - where you've been
    - where you are
    - who you know
    - where you work
    - what your hobbies are
    - what you think about certain
    issues
    -and much more.
why should people   be concerned?

HR departments, recruiters, universities are searching
the Internet when you Interact with them.

They're looking to:
a) validate what your actual resume said
b) learn more about you … in a non office
environment

GOOGLE is a very common tool!
In essence, your digital footprint is your resume.
generation Y,   the millennials
Gen Y, are major drivers of the next three
trends.

Uploading audio, video and other media
sharing.

Communicate via text-messaging, Twitter
and instant-messaging over e-mail.

Keeping in touch with each other online via
social-networking sites.
Your Online Brand
why should you be
concerned?
Differentiation
  1998 No of people
• Graduating in China– 800,000
• Graduating in Canada– 1,000,000

  2008 No of people
• Graduating in China– 7,800,000
• Graduating in Canada– 1,250,000

• India ???
                  www.bls.gov and World Socialist Web Site
Globalization
• Developed nations outsourced
  manufacturing and white collar jobs.
-- less jobs for their people
• Job insecurity, mergers and acquisition
• Job competition – many people with
  similar skills globally compete for same job
• World travelers – people are free to travel
  across borders freely
Your Online Brand
Understanding your
 Digital Footprint
Your Online Brand
Your Online Brand
Your Online Brand
Your Online Brand
Your Online Brand
properties of   social media

1. Persistence. What you say sticks around. This is
   great for asynchronicity, not so great when
   everything you've ever said has gone down on
   your permanent record.

2. Replicability. You can copy and paste a
   conversation from one medium to another,
   adding to the persistent nature of it. This is great
   for being able to share information, but it is also
   at the crux of rumor spreading.
properties of   social media             (cont)

• 3. Searchability. It is quite easy to track someone down
  or to find someone as a result of searching for content.
  Search changes the landscape, making information
  available at our fingertips.

• 4. Scalability. Social media scales things in new ways.
  Conversations that were intended for just a friend or two
  might spiral out of control and scale to the entire school
  or, if it is especially embarrassing, the whole world.

• 5. (de)locatability. With the mobile, you are dislocated
  from any particular point in space, and location-based
  technologies make location much more relevant. This
  paradox means that we are simultaneously more and
  less connected to physical space.
dynamics of   social media
1. Invisible Audiences. We are used to being able to
assess the people around us when we're speaking.
We can adjust to our audience. Social media
introduces all sorts of invisible audiences.

There are lurkers who are present at the moment but
whom we cannot see, but there are also visitors who
access our content at a later date or in a different
environment than where we first produced them.

As a result, we have to present ourselves and
communicate without fully understanding the
potential or actual audience. The potential invisible
audiences can be stifling.
dynamics of    social media                 (cont)




2. Collapsed Contexts. In choosing what to say when,
   we account for both the audience and the context
   more generally. Social media brings all of these
   contexts crashing into one another and it's often
   difficult to figure out what's appropriate, let alone
   what can be understood.

3. Blurring of Public and Private. These distinctions
   are normally structured around audience and
   context with certain places or conversations being
   "public" or "private." These distinctions are much
   harder to manage when you have to contend with
   the shifts in how the environment is organized.
Your Online Brand
google   you
It's critical to learn how to monitor
and manage electronic information
about yourself.

You can't control all the information


You can      ensure that your digital
footprint presents an accurate,
favorable, and professional image of
google   you

Google yourself (yes Google is now
a verb) and find out what information
about you — if any — is already
online.

You may find very little is linked to
your name, or you may discover
much more information about you
than you anticipated.
Hi I’m Robin Low…
•   http://www.facebook.com/socialhub
•   http://www.facebook.com/DMacademy
•   http://www.facebook.com/catwisdom
•   http://www.linkedin.com/in/robinlow88
•   http://blog.newsocialmediabrand.com/
•   http://blog.unleashyourbranding.com/
•   http://life-in-boston.blogspot.com/
•   http://reviewsguru.blogspot.com/
•   http://satsugaicat.blogspot.com/
•   http://www.slideshare.net/robinlow
•   http://www.slideshare.net/dmediaacademy
•   http://twitter.com/robin_low
•   http://twitter.com/satsugaicat
•   http://www.rediscoverosarito.org/
•   http://www.greenyarn.com/
•   http://www.facebook.com/Greenyarnllc
Your Online Brand
Your Online Brand
Your Online Brand
YOU
If an online search of yourself
reveals items that you wouldn't
want hiring managers to see, such
as photos or commentary you
posted in an open forum, contact
the person who posted the
information or the website
administrator to ask that it be
taken down.
YOU


Not happy with the results?
Re-evaluate your participation
habits and make adjustments.

It is never too late or too early
to start and rebrand yourself.
Your Online Brand
Personal Branding
Personal Branding
• Today, staying in a company for a long period of
  time is a rare phenomenon. The median years a
  person stays in one job is 4.1 years (2008), an
  average person will have to have 7-10 jobs. With
  that 4.1 median years of employee tenure, the
  person has to have multiple of jobs. Of course,
  there will be people who can stay in 3-4 jobs
  throughout their lifetime. It depends on
  education, age, and gender.

• Your personal brand will the constant in the ultra
  dynamic environment, where you must
  demonstrate values to attract opportunities that
  align with your skills, passions and strengths.
      •More information here: http://www.bls.gov/news.release/tenure.nr0.htm
what is   personal branding?
• The process by which individuals and
  entrepreneurs differentiate themselves and
  stand out from a crowd by identifying and
  articulating their unique value proposition,
  whether professional or personal, and then
  leveraging it across platforms with a consistent
  message and image to achieve a specific goal.

• In this way, individuals can enhance their
  recognition as experts in their field, establish
  reputation and credibility, advance their careers,
  and build self-confidence.

  -- Dan Schawbel
why is   personal branding important?
• "18% of working college graduates report that
  their employer expects some form of self-
  marketing online as part of their job.“
-- Digital Footprints, Pew Internet and American Life Project, December 2007.

• "22% of managers screen their staff using social
  networks and 10% of admissions officers verify
  potential students using social networks.“
-- Careerbuilder.com & Kaplan

• "There are 1.5 million graduating college
  students for 2009 and employers are only hiring
  1.3% more of them. Differentiation through
  branding is imperative for success."
-- Hartford Courant & WSJ
personal branding as   corporate strategy
• Talent development – employees have
  power to deliver on the corporate brand
  promise in individual ways.
• When staff is fully engaged, individuality is
  unearthed, embraced and nurtured –
  companies get the best, not the most.
• Human capital is a company’s greatest
  asset and individual personal brand can
  increase the reach of corporate brand.
why is personal branding   important to corporate?
• 90% of Social Media Crisis are created
  internally by lack of or poor social media
  policies.
• Communications not filtered down properly
  from top, employees feel detached and not
  engaged.
• Employees who are engaged will be more
  loyal, productive and can spread the
  corporate brand!
Process
A well-executed personal branding campaign
creates a strong, consistent, and specific
association between the individual and the
perceived value they offer. Personal branding is
common among entertainment, political, and
sports figures. In business, individuals such as
Donald Trump, Martha Stewart, and Jack Welch
have created enormous personal visibility and
success by actively promoting their personal
brands. Donald Trump will show you how to get
rich. Martha Stewart will show you how to look
good. Jack Welch will show you how to manage
a business.
Personal branding typically begins with
establishing an inventory of core
competencies, expertise, demonstrated
abilities, and existing level of recognition,
informed by market research or feedback.

Questions to be answered revolve around
who needs to know about you, what need
are you best-positioned to fill, and what
differentiates you from others in your field
or space?
Personal Branding consists of three elements:


• Value Proposition: What do you stand
  for?
• Differentiation: What makes you
  stand out?
• Marketability: What makes you
  compelling?
Your Online Brand
keep it   real
• Branding is not bragging. Many people
  label themselves as "Gurus", "Experts" or
  "world renowned", and those who are not
  will run the risk of being exposed. Sincerity
  and being authentic will build trust which is
  important when building relationships. Like
  romantic relationships, genuineness,
  openness and being up front from the start
  are important for personal branding as
  well. Maintaining open communication and
  assuming accountability for your actions is
  also key.
visibility creates opportunity
Your Online Brand
success   is being   prepared   for   opportunity



• Though this saying is true,
  opportunity usually comes with
  visibility. (E.g. Susan Boyle)
• Other ways of getting visibility is
  networking.
Opportunities and advancements will
arise through networking and
visibility.
Effective brand messaging can create
awareness and create opportunities.
Visibility also allows you to spread
influence within your company or
industry, capturing the attention of
peers and convincing them of your
abilities while establishing trust and
mutual respect.
Networking
networking
• Networking can help in getting things
  done.
• Whether internally (within a company) or
  externally, know other people can improve
  communications.
• Knowing more people can allow you to
  spread your influence and get discovered,
  otherwise you can get more ideas.
The dos and don'ts of   effective networking
1. Reach out. Stay connected
2. Meet, talk and listen. No one is too insignificant,
  too old, too young, too vague or too remote until
  you have spoken and interacted with them.
3. Network with your own sort and reach out to
  those who are beyond your professional realm.
4. Develop your communication skills, you will not
  only win contacts and clients but friends for life.
5. Be your best. People size you up during the first
  15 seconds after you are introduced.
6. Give and receive -- Give in order to receive.
Your Online Brand
everyday   celebrity

• Every wondered how some regular
  individuals rose to celebrity status and
  what opportunities it brings?


     “Opportunity has no birth date,
     though it most definitely has an
     expiration date.”
“Your message is what will define you.”
even the
  bad
messages
Case Study 1: The story of 2
        Engineers.
I have 2 friends, both engineers and
graduates from the top university in
Singapore. After graduating from the
University, Mr Ng got a good project
management job at a large international
company; Mr Ho decided to work for a
local investment company as the financial
sector interests him more.
After 8 years

Mr Ng and Mr Ho took courses to further their
financial education together.
Mr Ng for his personal interest.
Mr Ho as part of his job requirement.
Mr Ng started his blog and got into investment
on his own on the side.
After making some money, Mr Ng actually wrote
a book and published it.
Mr Ho worked for the company but did not really
apply his knowledge for his personal
investments.
2 Years later

Mr Ng published his book and it was sold at
several bookstores. Even the library carried it.
Mr Ng got an offer from Mr Ho’s company and
even without any financial experience from his
previous job, Mr Ng became the boss of Mr Ho’s
manager.
Mr Ho still kept his knowledge to himself and
never discussed his work and vast knowledge
and experience, hiding his talent.
Mr Ng is now a few levels up the bureaucracy as
the vice president of Mr Ho’s department as he
showed his knowledge, networked and was very
visible with his book.
2 people having the same qualification, relatively
the same knowledge, but the end result is much
different when you network to show your talents.
Getting known really does open doors and create
great opportunities. Do not hide your talent and
skills.
Brand perception makes 90
   percent of the brand.
Try out social media
  There is nothing to be afraid of

                  Twitter: robin_low
   Blog: http://blog.unleashyourbranding.com/
   Facebook: http://www.facebook.com/socialhub
   LinkedIn: http://www.linkedin.com/in/robinlow88

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Your Online Brand

  • 1. Your Online Brand – how it affects you and your corporation. By Robin Low
  • 2. You are as good as how people perceive you. perception
  • 3. are you using social media? If you are a young adult, the chances are – Yes, you are using Social Media to connect with your friends. Do you have a blog, Facebook account, Twitter account? Do you leave comments on blogs or forums?
  • 4. digital footprint Internet users are becoming more aware of their digital footprint Most internet users are not concerned about the amount of information available Most do not take steps to limit that information Fully 60% of internet users say they are not worried about how much information is available about them online Majority of online adults (61%) do not feel compelled to limit the amount of information that can be found about them online. 2008 PEW RESEARCH CENTER
  • 5. I know you Anyone can tell a great deal about you from your digital footprints. - where you've been - where you are - who you know - where you work - what your hobbies are - what you think about certain issues -and much more.
  • 6. why should people be concerned? HR departments, recruiters, universities are searching the Internet when you Interact with them. They're looking to: a) validate what your actual resume said b) learn more about you … in a non office environment GOOGLE is a very common tool! In essence, your digital footprint is your resume.
  • 7. generation Y, the millennials Gen Y, are major drivers of the next three trends. Uploading audio, video and other media sharing. Communicate via text-messaging, Twitter and instant-messaging over e-mail. Keeping in touch with each other online via social-networking sites.
  • 9. why should you be concerned?
  • 10. Differentiation 1998 No of people • Graduating in China– 800,000 • Graduating in Canada– 1,000,000 2008 No of people • Graduating in China– 7,800,000 • Graduating in Canada– 1,250,000 • India ??? www.bls.gov and World Socialist Web Site
  • 11. Globalization • Developed nations outsourced manufacturing and white collar jobs. -- less jobs for their people • Job insecurity, mergers and acquisition • Job competition – many people with similar skills globally compete for same job • World travelers – people are free to travel across borders freely
  • 19. properties of social media 1. Persistence. What you say sticks around. This is great for asynchronicity, not so great when everything you've ever said has gone down on your permanent record. 2. Replicability. You can copy and paste a conversation from one medium to another, adding to the persistent nature of it. This is great for being able to share information, but it is also at the crux of rumor spreading.
  • 20. properties of social media (cont) • 3. Searchability. It is quite easy to track someone down or to find someone as a result of searching for content. Search changes the landscape, making information available at our fingertips. • 4. Scalability. Social media scales things in new ways. Conversations that were intended for just a friend or two might spiral out of control and scale to the entire school or, if it is especially embarrassing, the whole world. • 5. (de)locatability. With the mobile, you are dislocated from any particular point in space, and location-based technologies make location much more relevant. This paradox means that we are simultaneously more and less connected to physical space.
  • 21. dynamics of social media 1. Invisible Audiences. We are used to being able to assess the people around us when we're speaking. We can adjust to our audience. Social media introduces all sorts of invisible audiences. There are lurkers who are present at the moment but whom we cannot see, but there are also visitors who access our content at a later date or in a different environment than where we first produced them. As a result, we have to present ourselves and communicate without fully understanding the potential or actual audience. The potential invisible audiences can be stifling.
  • 22. dynamics of social media (cont) 2. Collapsed Contexts. In choosing what to say when, we account for both the audience and the context more generally. Social media brings all of these contexts crashing into one another and it's often difficult to figure out what's appropriate, let alone what can be understood. 3. Blurring of Public and Private. These distinctions are normally structured around audience and context with certain places or conversations being "public" or "private." These distinctions are much harder to manage when you have to contend with the shifts in how the environment is organized.
  • 24. google you It's critical to learn how to monitor and manage electronic information about yourself. You can't control all the information You can ensure that your digital footprint presents an accurate, favorable, and professional image of
  • 25. google you Google yourself (yes Google is now a verb) and find out what information about you — if any — is already online. You may find very little is linked to your name, or you may discover much more information about you than you anticipated.
  • 26. Hi I’m Robin Low… • http://www.facebook.com/socialhub • http://www.facebook.com/DMacademy • http://www.facebook.com/catwisdom • http://www.linkedin.com/in/robinlow88 • http://blog.newsocialmediabrand.com/ • http://blog.unleashyourbranding.com/ • http://life-in-boston.blogspot.com/ • http://reviewsguru.blogspot.com/ • http://satsugaicat.blogspot.com/ • http://www.slideshare.net/robinlow • http://www.slideshare.net/dmediaacademy • http://twitter.com/robin_low • http://twitter.com/satsugaicat • http://www.rediscoverosarito.org/ • http://www.greenyarn.com/ • http://www.facebook.com/Greenyarnllc
  • 30. YOU If an online search of yourself reveals items that you wouldn't want hiring managers to see, such as photos or commentary you posted in an open forum, contact the person who posted the information or the website administrator to ask that it be taken down.
  • 31. YOU Not happy with the results? Re-evaluate your participation habits and make adjustments. It is never too late or too early to start and rebrand yourself.
  • 34. • Today, staying in a company for a long period of time is a rare phenomenon. The median years a person stays in one job is 4.1 years (2008), an average person will have to have 7-10 jobs. With that 4.1 median years of employee tenure, the person has to have multiple of jobs. Of course, there will be people who can stay in 3-4 jobs throughout their lifetime. It depends on education, age, and gender. • Your personal brand will the constant in the ultra dynamic environment, where you must demonstrate values to attract opportunities that align with your skills, passions and strengths. •More information here: http://www.bls.gov/news.release/tenure.nr0.htm
  • 35. what is personal branding? • The process by which individuals and entrepreneurs differentiate themselves and stand out from a crowd by identifying and articulating their unique value proposition, whether professional or personal, and then leveraging it across platforms with a consistent message and image to achieve a specific goal. • In this way, individuals can enhance their recognition as experts in their field, establish reputation and credibility, advance their careers, and build self-confidence. -- Dan Schawbel
  • 36. why is personal branding important? • "18% of working college graduates report that their employer expects some form of self- marketing online as part of their job.“ -- Digital Footprints, Pew Internet and American Life Project, December 2007. • "22% of managers screen their staff using social networks and 10% of admissions officers verify potential students using social networks.“ -- Careerbuilder.com & Kaplan • "There are 1.5 million graduating college students for 2009 and employers are only hiring 1.3% more of them. Differentiation through branding is imperative for success." -- Hartford Courant & WSJ
  • 37. personal branding as corporate strategy • Talent development – employees have power to deliver on the corporate brand promise in individual ways. • When staff is fully engaged, individuality is unearthed, embraced and nurtured – companies get the best, not the most. • Human capital is a company’s greatest asset and individual personal brand can increase the reach of corporate brand.
  • 38. why is personal branding important to corporate? • 90% of Social Media Crisis are created internally by lack of or poor social media policies. • Communications not filtered down properly from top, employees feel detached and not engaged. • Employees who are engaged will be more loyal, productive and can spread the corporate brand!
  • 40. A well-executed personal branding campaign creates a strong, consistent, and specific association between the individual and the perceived value they offer. Personal branding is common among entertainment, political, and sports figures. In business, individuals such as Donald Trump, Martha Stewart, and Jack Welch have created enormous personal visibility and success by actively promoting their personal brands. Donald Trump will show you how to get rich. Martha Stewart will show you how to look good. Jack Welch will show you how to manage a business.
  • 41. Personal branding typically begins with establishing an inventory of core competencies, expertise, demonstrated abilities, and existing level of recognition, informed by market research or feedback. Questions to be answered revolve around who needs to know about you, what need are you best-positioned to fill, and what differentiates you from others in your field or space?
  • 42. Personal Branding consists of three elements: • Value Proposition: What do you stand for? • Differentiation: What makes you stand out? • Marketability: What makes you compelling?
  • 44. keep it real • Branding is not bragging. Many people label themselves as "Gurus", "Experts" or "world renowned", and those who are not will run the risk of being exposed. Sincerity and being authentic will build trust which is important when building relationships. Like romantic relationships, genuineness, openness and being up front from the start are important for personal branding as well. Maintaining open communication and assuming accountability for your actions is also key.
  • 47. success is being prepared for opportunity • Though this saying is true, opportunity usually comes with visibility. (E.g. Susan Boyle) • Other ways of getting visibility is networking.
  • 48. Opportunities and advancements will arise through networking and visibility. Effective brand messaging can create awareness and create opportunities. Visibility also allows you to spread influence within your company or industry, capturing the attention of peers and convincing them of your abilities while establishing trust and mutual respect.
  • 50. networking • Networking can help in getting things done. • Whether internally (within a company) or externally, know other people can improve communications. • Knowing more people can allow you to spread your influence and get discovered, otherwise you can get more ideas.
  • 51. The dos and don'ts of effective networking 1. Reach out. Stay connected 2. Meet, talk and listen. No one is too insignificant, too old, too young, too vague or too remote until you have spoken and interacted with them. 3. Network with your own sort and reach out to those who are beyond your professional realm. 4. Develop your communication skills, you will not only win contacts and clients but friends for life. 5. Be your best. People size you up during the first 15 seconds after you are introduced. 6. Give and receive -- Give in order to receive.
  • 53. everyday celebrity • Every wondered how some regular individuals rose to celebrity status and what opportunities it brings? “Opportunity has no birth date, though it most definitely has an expiration date.”
  • 54. “Your message is what will define you.”
  • 55. even the bad messages
  • 56. Case Study 1: The story of 2 Engineers.
  • 57. I have 2 friends, both engineers and graduates from the top university in Singapore. After graduating from the University, Mr Ng got a good project management job at a large international company; Mr Ho decided to work for a local investment company as the financial sector interests him more.
  • 58. After 8 years Mr Ng and Mr Ho took courses to further their financial education together. Mr Ng for his personal interest. Mr Ho as part of his job requirement. Mr Ng started his blog and got into investment on his own on the side. After making some money, Mr Ng actually wrote a book and published it. Mr Ho worked for the company but did not really apply his knowledge for his personal investments.
  • 59. 2 Years later Mr Ng published his book and it was sold at several bookstores. Even the library carried it. Mr Ng got an offer from Mr Ho’s company and even without any financial experience from his previous job, Mr Ng became the boss of Mr Ho’s manager. Mr Ho still kept his knowledge to himself and never discussed his work and vast knowledge and experience, hiding his talent. Mr Ng is now a few levels up the bureaucracy as the vice president of Mr Ho’s department as he showed his knowledge, networked and was very visible with his book.
  • 60. 2 people having the same qualification, relatively the same knowledge, but the end result is much different when you network to show your talents. Getting known really does open doors and create great opportunities. Do not hide your talent and skills.
  • 61. Brand perception makes 90 percent of the brand.
  • 62. Try out social media There is nothing to be afraid of Twitter: robin_low Blog: http://blog.unleashyourbranding.com/ Facebook: http://www.facebook.com/socialhub LinkedIn: http://www.linkedin.com/in/robinlow88