Published on July 10, 2009
Image by cooliceblue via Flickr The Brand of You in a Digital Age Tim Brunelle Greg Swan
Tim Brunelle I’m the CEO of Hello Viking, as well as a board member of the Minnesota Interactive Marketing Association and an adjunct faculty member of the Minneapolis College of Art and Design. You could ask Google, but it’s easier to parse my story at: tbrunelle.extendr.com
Greg Swan I’m a Digital Strategist at Weber Shandwick, counseling clients on social marketing strategies (proactive, inoculative, reactive). Also a music blogger, citizen journalist and online reputation egoist. My online reputation? Google me.
Agenda 0. Setting expectations 1. The Brand of You: A Personal Strategy 2. Step one: Listening 3. Step two: Participate via Social Media Blogs, Microblogs 4. Step two: Participate via Social Networks LinkedIn, Facebook, Sharing Services, Wikipedia
The Brand of You
Brand Yourself The Internet changes everything We live in a different age. Paper resumes alone don’t cut it anymore. The rise of Search/Recommendation has redefined personal reputation Not participating is not an option So—what’s your story? In this new age, it’s more important than ever to define a personal brand strategy Practice for yourself what you practice at work
Brand Yourself: The Basics Username Use your real name or not? Use sites like http://namechk.com/ and http://usernamecheck.com/ to register your username everywhere Avatar What story are you telling visually? Are you consistent?
Ego-Search Google/Bing/Yahoo!/Spezify yourself Where are you showing up? Where aren’t you showing up? What stories can you surmise from this information? What actions might you take as a result?
What’s the story you want to tell the world?
First, listen. Then, participate.
Image by DerrickT via Flickr Listening
Listening Use free tools like Google Alerts (google.com/alerts) for your name, company & brand names, competitor names, spokespeople names and key issues for “as-it-happens” e-mail notifications. Utilize other tools like Lijit, spy.appspot.com, etc. to research Be aware of social media’s influence on mainstream media and Search
Google is your friend “1.26 billion search engine queries every day, globally.” Piper Jaffray & Co. “Google has 72% of all U.S. searches.” Hitwise, October 2008 “Your reputation is shaped by ten blue links on a white background.” Andy Beal
Put the “Me” in Social Media It’s your name – own it There’s a virtual land grab happening Optimize – create your own ‘Google Juice’ Monitor conversations – use live focus groups Engage directly – leverage disintermediation Be human – demonstrably responsive Be unexpected – established brands are “This is a time in which a lot of bold experimentation...via social media, is called for.” - Pete Krainik, Founder, CMO Club
Social Media Best Practices Be honest Be responsive Be respectful Be transparent Be even-handed Be enthusiastic Don’t market. Listen and converse
Publish your own content Choose a path that works for you Start blogging, tweeting and/or livestreaming—but with a purpose Provide blog-friendly information, Top 10 lists—something you excel at Link to MSM and blog posts and share your thoughts
Blogs Participate Comment on blogs (use services like Disqus to aggregate your comments) Get to know your key industry/issue bloggers Treat them like tier one contacts BUT approach with care and tact Leave comments, e-mail them 1:1 Develop cross-readership relationship
Mr. Fry asks an excellent question
Microblogs It’s “of the moment.” It’s live 24/7/365 Blogging in 140 characters or less Think published IM conversations Like Facebook status updates Update by Web, IM or mobile Twitter is the big one Google ‘bots love Twitter code (e.g. what you tweet stays around forever)
Microblog Facts “Everyone’s doing it...” Ashton Kutcher (2,671,094 followers) ...including brands, your kids and HR The next iteration of blogging & ‘casting CNN News (2,196,855 followers) Being adopted by numerous brands, CEOs, CMOs (@BestBuyCMO), etc.
Microblog Facts What’s up with the “@” sign? Refers to a person’s “handle” or user name on Twitter (e.g. @perfectporridge) What the hell is a hashtag? Hash (“#”) tag refers to the use of “#” before a term to help users aggregate conversations (e.g. “#mnama”) How do I tweet something privately? Use a “d” (for “direct”) before a user name
Microblog Best Practices Monitor Twitter (search.twitter.com) Leverage the tools to make life easier TweetDeck, Tweetie, etc. Subscribe to key advocate feeds Identify areas of your business that are appropriate to ‘Tweet’ about Encourage employees to ‘Tweet’ Use Twitter for media outreach Use it for live focus groups & research
Case Studies At 9:12 a.m., minutes before P-I reporter Neil Modie learned about Jennifer Dunn’s death, and before it had hit any news site or could be found on a Google News search, the former Congresswoman’s death had already been reported on Wikipedia. Its source? A breaking news alert from someone on Twitter.
But don’t screw up “Worst Twitter Post Ever”
Social Networks Not somewhere you go, but something you do (hopefully) consistently More like joining a gym or starting a diet For people in marketing and advertising, there are primarily two networks LinkedIn Facebook
LinkedIn The ultimate business social network This is your living, breathing resume Register on LinkedIn with appropriate professional history and contact information so you’re accessible to search engines, media and your online stakeholders Request/Leave recommendations Research employers, competition, prospects Position yourself as an expert by participating in LinkedIn Answers
Facebook Don’t bet against the “social graph” You can learn a lot just from public pages Facebook offers robust privacy and group settings. You should use them Please remember places like your “wall” are still virtually public Excellent ecosystem for research (e.g. check the “Advertising” link at bottom)
Social Network Best Practices Identify where your audiences are Join, listen and participate in those communities Don’t market at first – just be honest, humble and responsive Consider using social networks as marketing and networking platforms following research
Sharing Services Essential qualities Free-to-use Often community-based Tags Embed codes (e.g. redistribution) Search ‘bots tend to love them and the referring links you build using them
Sharing Services Images Flickr, Photobucket Video YouTube, Vimeo, Viddler Revver Presentations Slideshare, SlideRocket Portfolio/Aggregation Extendr, Behance, Google Profile
Sharing Services Best Practices Tag your videos and photos correctly and accurately Use terms users will search for Ensure all content is shared Share/link across multiple sites
Wikipedia Statistics Grows by 30 million words per month 20 million views per day Just the home page! Critical SEO component (usually top 3 results in a Google search) < 1% of all users edit content
Wikipedia Best Practices Play by the rules Don’t make changes If you know of factual errors, join the discussion and cite a third party link showing the correct information Monitor and subscribe to relevant entries Be thick skinned
Image by Rennett Stowe via Flickr Got all that?
Recap “The Brand of You” in two easy steps: 1. Listen. (Google is) Research how co-workers, friends and others utilize LI, FB and other venues and tools—what works, what doesn’t? Formulate a personal strategy 2. Participate Choose/filter social media and networks based on your strategy; be consistent; give your efforts plenty of time before you judge what is/isn’t working
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