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This is an updated version of a talk I have given several times now. Content is geared toward executives and small business owners interested in personal brand management or job search via social media.
Citation preview
Personal
Branding
For Executives
Today
career climatewhat is “personal” branding?justificationspersonal brand planningsocial media execution and ROI
DEFINING A NEED FOR PERSONAL BRANDING
Part one
Old directions no longer apply.
economycompany volatilityunemployment ratemarket instability
“We are the CEOs of our own companies: Me Inc.”- Tom Peters, Fast Company 1997
Predictable. Consistent.
(Personal Branding should not be like a Magic 8 Ball)
Phil? Oh yeah. I can tell you all about him.
“Brands are built on what people are saying about you, not what you’re saying about yourself.”
- Guy Kawasaki
COMMON OBJECTIONS AND THEIR JUSTIFICATIONS
Part two
Personal branding:Not just for job seekers!
Publicity & Awareness
Organization’s Credibility
Humanizes Your Company
Too busy?
If just 30 minutes a day meant a path to a better job, new business or happier employees, wouldn’t you invest the effort?
Fine for marketing people
Too cheesey for me!
Can executives be too available?
PERSONAL BRAND PLANNING
Part three
A personal branding plan
Assess
Plan
Implement
Maintain
Life & Career GoalsInventory of attributes, skills, experiencesInput from your “brain trust”
Résumé, Portfolio, Interviewing Skills, Website,Social Media, Networking Plan, Appearance…built on great stories!
Content planningStaying currentParticipating and Interacting
Measurement of KPI’sRegular re-assessmentPlan correction
What are your building blocks?
is for Affable is for Brilliant
is for Confident
Great story demonstrating
affability
Great story demonstrating
brilliance
Great story demonstrating
confidence
Building the brand
Your Foundational Qualities
Résumé, LinkedIn profile, communications
What you convey face-to-face
I’m affable
and here’s why!
Practice.
Makes.
Perfect.
Visual Identity should match brand
Smile
Clothing
Hair
Accessories
SOCIAL MEDIA BRAND EXECUTION
Part four
4 out of 5
5 Critical Questions
Who do you want to reach?
What do they want?
What action do you want them
to take?
How will you convince them?
How far are you prepared to go?
Who do you want to reach?
• Top influencers• Peers• Potential employers• Potential partners• Investors
What do they want?
• Real conversation• New ideas• Analysis• Humor / wit / fun• Attention
What action do you want them to take?
• Comment• Follow / friend / connect• Link / review / recommend• Buy• Hire• Meet• Partner• Engage!
How will you convince them?
Your distinctive…– Skills– Knowledge– Experiences
How far are you prepared to go?
• Patience• Tenacity• Alertness• Curiosity• Responsiveness• Interestingness
5 Critical Questions
Who do you want to reach?
What do they want?
What action do you want them
to take?
How will you convince them?
How far are you prepared to go?
Balance social media with work
• Know company policies• Set realistic goals• Start small• Stay manageable• Remember disclaimers• If it’s not fun, stop!
Step by Step: Getting Started
• What is the right channel for me?– Demographics– Writing, long or
short?– Pictures– Audio– Video
• One or many channels?
• How often is normal?
What is the right channel for me?
Social Network Demographics
Statistic Facebook LinkedIn MySpace Twitter YouTube
Monthly Unique Visitors
146M 21M 30M 31M 128M
Gender % 45M/55F 51M/49F 44M/56F 45M/55F 50M/50F
Largest Age Group (% of whole)
18-34 (42%) 35-49 (38%) 18-34 (44%) 18-34 (45%) 18-34 (36%)
2nd Largest Age Group
13-17 (22%) 50+ (32%) 13-17 (27%) 35-49 (24%) 35-49 (22%)
Average Household Income
100K+ (32%) 100K+ (39%) 60-100K (27%) 100K+ (30%) 100K+ (29%)
Top global companies use many channels…
Source: ENGAGEMENTdb.com
… and reap significant rewards.
But most of them started small.
Just one channel.
How often is normal?
Twitter or Facebook: 30 minutes a dayBlogs: 1-2 updates/ weekBottom line: When you feel like it!
Measuring Your Investment
36
Unique visitorsPages visitedTime on siteBounce ratePostsCommentsPost: Comment ratioSearch engine ranking Sentiment
ReviewsRecommendationsReferralsTweetsRetweets (RTs)MentionsConnectionsFollowers
Some Free Tools• Google Analytics, Google Alerts• Klout• HootSuite, Tweetdeck
ROUND-UP AND TAKE AWAYS
Part four
Take Aways• For the foreseeable future, career management necessitates
personal brand management
• Social media is a visible, practical way to establish and maintain a personal brand
• Social media personal branding only works in conjunction with your other career management efforts
• Start with stories that define and exemplify what you stand for professionally, then build messages and choose channels for delivery
• Measure your efforts critically and adapt
About
• Part of SPR Companies• A communications consultancy• Strategy, governance and accountability for
social media efforts• Performance management through planning
and metrics• socialsyntax.net