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Confidential Managing Your Digital Brand Jascha Kaykas-Wolff April 5 th 2014

Whittier College: Managing Your Digital Brand

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As you explore your career options it's important to know that your prospective employers are finding information about you online. This keynote presentation at Whittier College's first career summit provides an overview of steps to take control of your digital brand.

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Page 1: Whittier College: Managing Your Digital Brand

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Managing Your Digital BrandJascha Kaykas-Wolff

April 5th 2014

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• Underdogs • Your Professional Brand• Think Like A Newspaper• Important Channels• Takeaways

Agenda

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David & Goliath

Everything we know about that story is wrong.

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UNDERDOG

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UNDERDOG?

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The expectations we have on the incumbent always winning a fight on their terms is not accurate

- it’s a lot harder to sneak up these days.

The very thing that is the apparent source of strength

- may also be the greatest weakness.

Giants are not as strong and as powerful as they seem.

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What do we know?

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What do we Know?

There is no ‘surprise’ anymore. - No more Goliath moments

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Take Ownership Of the Brand of YOU

• Develop your personal positioning• Pick your channels

• Fine tune your content• Create your own ‘listening’ platform

• Share to your channel• Publish your content

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Pick Your Channels

Build Your Listening Platform

Start Publishing

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Consistency

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There is one

secret in marketing

The Brand Of YOU

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Develop your

brand positioning.

The Brand Of YOUPOSITIONIN

G STATEMENT

High-level promise statement including differentiated benefit that crosses multiple scenarios (derived from promise/differentiation from the value proposition)

Target Audience

(s)

As defined by segmentation (validated through value proposition research process)

Current Perceptions

Key perception that drives value prop acceptance (determined by dissecting value proposition strengths and weaknesses)

Metric Quantifiable measure of the key perception

Metric Definition

Question (s) from trackers that are used to baseline/gauge perception metric

Core Scenarios

Specific way offering will be used (from value prop)

Specific way offering will be used(from value prop)

Specific way offering will be used(from value prop)

Customer issues

Differentiated Benefit

Vs. competitor as specified in value prop

Key Messages

(with Competitive Differentiati

on)

Things we will say about the offering to persuade target that we have a superior value proposition

Support Reasons the target should believe the above claims

Customer Evidence

Specific customer examples that validate our above claims

Positioning & Messaging Framework

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Pick Your Channels

Build Your Listening Platform

Start Publishing

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Pick 3• Twitter• LinkedIn• <your choice>

Pick Your Channels

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What Should

be consistent

on each channel?

Pick Your ChannelsHeadshot

Description

Links

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• Title is not just your title but your interests (and maybe contact info)

• Content that you’ve published• A summary written in third person

• Content that you’ve been mentioned in

• Videos you’ve created and posted• Recommendations!

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Pick Your Channels

Build Your Listening Platform

Start Publishing

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• Laser focused• Big shovel

Listening Platform

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• Laser focused

Listening Platform

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• Big Shovel

Listening Platform

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Pick Your Channels

Build Your Listening Platform

Start Publishing

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• Curate• Share

Start PublishingBuffer. Klout. Hootsuite.

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Curate

Create

Start Publishing

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Create

Start Publishing

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What do we Know?

There is no ‘surprise’ anymore. - No more Goliath moments

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Key Takeaways To Own The Brand of YOU

• There is no surprise Goliath moments anymore• Treat yourself like a brand• Consistency. Consistency. Consistency.

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THANK YOU Managing Your Digital BrandJascha Kaykas-Wolff

@kaykasLinkedin.com/in/kaykas

April 5th 2014

Thank you!