Importance of Online Reputation

Personal Branding

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Why Your Online Reputation is Critical to Your Career

You Live In an Extraordinary Time2

http://www.youtube.com/user/Socialnomics09

You Live In an Extraordinary Time3

http://www.youtube.com/user/Socialnomics09

You Live In an Extraordinary Time4

http://www.youtube.com/user/Socialnomics09

Do You Manage Your Online Reputation?

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PROACTIVELY

http://www.slideshare.net/opinionwatch/online-reputation-for-job-seekers-report-crosstab

“An online reputation is the publicly held social evaluation of a person based on his or her behavior, what he or she posts, and what others (such as individuals, groups and web services,) share about the person on the Internet.”

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http://www.slideshare.net/opinionwatch/online-reputation-for-job-seekers-report-crosstab

“The study found that online reputation information is increasingly becoming a factor in recruiters’ decision process for accepting or rejecting applications….The United States appears to have the greatest number of companies with corporate policies requiring online reputational checks.”

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http://www.slideshare.net/opinionwatch/online-reputation-for-job-seekers-report-crosstab

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Your Online Reputation is Your Job

Written plan Goal Setting & Commitment Daily Routine Accountability coach Measure Action Steps Measure Progress Weekly Reviews

http://money.cnn.com/2010/07/30/news/economy/building_your_brand.fortune/index.htm

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Your Online Reputation is Your Job

If you are employed Strengthen your reputation Improve your reputation Receive new opportunities

If you are unemployed Recruiters will screen you Your non-reputation can hurt you Your reputation can hurt you Your reputation can make or break job

opportunitieshttp://money.cnn.com/2010/07/30/news/economy/building_your_brand.fortune/index.htm

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Law Enforcement Checking Online Reputation http://ht.ly/39yGc

Build/Strengthen Your Personal Brand

You are a Brand! For What Do You

Want to Be Known?

Comment on Relevant Blogs

Set up RSS Dashboard of Relevant Content

Share your Expertise

Be a Reliable Source of Content

Build your brand… and expand your career

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http://money.cnn.com/2010/07/30/news/economy/building_your_brand.fortune/index.htm

Professional & Social Credibility

Employers Hire Humans Build your Personal Brand Be Social Share Photos Share your Professional Expertise Be Visible Volunteer Build Relationships Be Human!

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Professional & Social Credibility

Own Your Name Online Google Social Networks Website Blog

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Secure Vanity URLshttp://www.facebook.com/bernie.borgeshttp://www.linkedin.com/in/bernieborges

Three Social Networking Requisites

Twitter LinkedIn Facebook

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http://www.linkedin.com/in/bernieborges

http://twitter.com/berniebay

http://www.facebook.com/bernie.borges

LinkedIn Basics

100% Completed Profile

Give Recommendations

Ask for Recommendations

Update your Status Frequently

Seek New Connections

Follow Companies of Interest

Join Professional Groups

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Update Status, Display Groups17

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Proactively Give Recommendations

Create Polls Relevant to Expertise19

Upload Your Presentations20

http://www.slideshare.net/bernbay/risk-mitigation-in-social-media-marketing

Create Events & Attend Events21

Connect Your Blog to Your Profile22

Participate in “Answers”23

Display Your Amazon Reading List24

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Monitor Your LinkedIn Network

Facebook Personal Branding

100% Completed Profile Paint a Clear Picture of YOU Connect to Friends and Business Colleagues Create Lists to Segment Friends Use Discretion in Status Updates Follow Companies of Interest Be Social in Good Taste Seek New Connections Join Groups

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Build Your Social Credibility!

Twitter Personal Branding

100% Completed Profile w/Picture

Be Interesting Search/Find Like Minded

People Update Your Status

Multiple Times/Day Follow Friends and

Business Colleagues Mix Professional with

Social Share Links to Articles Consider multiple Twitter

profiles

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Build a Relevant Following!

Monitor Your Personal Branding28

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Personal Branding Plan of Action

Talk about your skills not about you.

Talk about how you’ve applied your skills to solve problems.

Do this with humility not with arrogance

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Personal Branding Plan of Action

Be easy to find online.

Own your name across mainstream social media.

Consider modifying your name to be easier to find online. Mike Smith Michael W. Smith

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Personal Branding Plan of Action

Create content! Create content! Create content! Leverage multiple

content formats Guideline: 3 E’s

EDUCATEENLIGHTENENTERTAIN

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Who Wins: Individual or Employer?

Both win! Focus on building value Measure your brand Be aware that your brand

equity is subjective You’re never off the

record

Online Reputation Management Stories

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Know Who Your Audience Is

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Don’t Brand Around a Single Job

@Akgovsarapalin Concentrate on

personal qualities and skills when building your personal brand

Claim your name on all social networks whether you plan on using them or not

@SarahPalinUSA

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Brand Around Your Skills

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This man is a ROCK STAR

In the world of electronic

manufacturing

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9 Million Search Results for Rick Short

This man is a ROCK STAR

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Brand Around Your Passion

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Brand Around Your Expertise

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Financial Impact of a Personal Brand

Financial Impact of LeBron For anyone who thinks the decision was

not about finance is living under a rock. For LeBron it wasn’t about maximizing his earning potential with his NBA contract but let’s take a look at the numbers.

The City of Cleveland generated $3.7M per Cleveland Cavalier home game.

Cavaliers were 2nd in home attendance with near 100% capacity (2010-11).

Cavaliers team valuation in Forbes dropped from $476M to $390M.

Heat road attendance was 93% it will exceed 100% in 2010-11

He will save an estimated $25M in state taxes signing with Miami.

LeBron leaves $15M on the table (Sign & Trade)

Stock prices of the publicly traded Madison Square Garden dropped.

Each playoff game in NYC or New Jersey would deliver a $3.6M financial impact to the region.

‘The Decision’ raises $2.5M for the Boys & Girls Club.

‘The Decision’ was the third-most-watched program on cable television 2010 (9.95M watched).

Rating as a viable endorser only fell from 69.9% to 67.6% (This may change)

Jersey sales for LeBron is #2 behind Kobe.

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Be Careful What You Say

http://abcnews.go.com/Technology/AheadoftheCurve/story?id=8201190&page=1

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How to Stay Out of Hot Water

Keep your private business…private

Avoid participating in the cutesy, sometimes raunchy online activities

Don’t do anything in public you wanted your mother to see

Know that there is no privacy online

Don’t slander anyone online – ever!

Don’t post online while you’re angry

Live by the golden rule – always!

Be consistent

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Online Branding Resources

http://www.allaboutbranding.com/index.lasso?article=191

http://sloanreview.mit.edu/the-magazine/articles/2008/winter/49213/dont-confuse-reputation-with-brand

http://thebrandbuilder.wordpress.com/

http://danschawbel.com/10_Personal_Branding_Secrets.pdf

http://thebrandbuilder.blogspot.com/2005/08/brand-reputation-reputation-brand.html

http://workbloom.com/articles/personal-brand-management.aspx

http://workbloom.com/articles/personal-brand-management/personal-brand-management-secret-career-mobility.aspx

http://lauralowell.com/2010/08/case-study-rob-frankel-personal-branding-or-career-suicide/

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Online Branding Resources