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Building Your Personal Brand Online - Career Day

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Krista Neher
Krista Neher

The document discusses building a personal brand online. It emphasizes that everyone has a brand whether they like it or not, and that it is important to define your brand, build your brand online through consistent transparency and thought leadership, and monitor your brand to control your online reputation. It provides tips for using social media like LinkedIn, blogs, and Twitter to establish expertise and connect with others, but also cautions that everything online can be public and last forever, so only share content you're comfortable with potential employers seeing.

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Building a Personal Brand Online Krista Neher Company: www.bootcampdigital.com Blog: www.themarketess.com Email: krista@themarketess.com Twitter: @kristaneher
About Me….. 5+ Years at P&G in Marketing and Finance 2 Years at Internet Startup Now… Marketing Training and Consulting Digital Strategy Social Media Training Consulting Agency
Agenda What is a personal brand? Why does it matter? 3 Steps to Brand Building Defining Your Personal Brand Building Your Brand Monitoring Your Brand
Like it or not, you have a brand. Wikipedia: A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . A brand is in the eyes of the customer. Brand Equity What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.
Why does it Matter? 52% of individuals put their trust in what others have to say about you 87% of consumers look at the reputation of your CEO when judging your company's reputation 59% of hiring managers are influenced by your online reputation
When is the last time… You googled Yourself?
Real People have Brands too.
What defines you online?
The Internet Changes Everything
Before the Internet
After the Internet
The Walls are Falling
The Good News? You Can Control It
Assume Everything is Public
Steps to Personal Brand Management Define Your Brand Build Your Brand: Execute Your Brand Definition Online Track and Monitor Your Brand
Step 1: Define Your Brand
You Can’t Build or Manage a Brand if you Don’t know what it is About
Who do you want to be? What are your values? What are your strengths? In an ideal world, how would you want someone to describe you? How do you want to be perceived by others? What aspects of your personal life are you comfortable sharing?
Step 2: Build Your Brand
Personal Brand Building Tips
Be Consistent
Be Transparent
You Are Not Always in Control
Assume that Everything is Public
Executing on Your Personal Brand
Reserve Your Name Everywhere Reserve Your Name Everywhere
Get a DOMAIN for yourself.
Become a Thought Leader With a Blog
 
Everyone is On it But Nobody Uses it.
Getting More out of LinkedIn Join groups Participate in groups Post discussion topics Post news (great way to promote your blog) Answer Questions Update your status Use apps Integrate Slideshare and Your Blog
But I don’t Have TIME!!!!!
15 Minutes 3 Times Per Week
Assume Everything is Public Who are you willing to accept? What are the rules?
Ok, if you really think this Facebook thing is a good idea - here are the rules: • No breaking up with boyfriends and cussing them out over the internet. This isn't the 8th grade. (If you think so, I'll be waiting after social studies class for you, out by the bus . . . no knives.) • Watch your mouth. Talk online like you would in church. It’s gonna come back to haunt. Both of us. • No photographic or text evidence of any drunk and foolish tirades, past or future. • Do the right online things. Don't drink Tab in public, change lanes without your turn signals, no human sacrifices. You know, the usual stuff. My daughter is watching, and I don't want her growing up acting like some crazed Canadian thing, spouting off about how great TIM HORTON'S is every twelve minutes or evangelizing how 12 minutes of semi-automatic gunfire at your local range soothes the spirit. (And I have a chainsaw for that socially-constructive-zen stuff.) • Family friendly pics please. Like I said, my daughter is watching. So are my future employers. So this online reputation is very important to me. • Keep me out of various Friends FAQ questions and answer sessions This FAQ stuff has no value in my online life. I once de-friended my own sister, because her rants and weird stuff and language became unacceptable. XOXOXOX and Seriously Yours,
What you share is a Personal Choice
Facebook is like your living room. Would you clean up if your boss is coming over?
People don’t take pictures when I’m acting smart……
Who decides what is appropriate?
People connect with you on a personal level. Don’t be afraid to be personal.
Don’t be stupid.
 
Twitter Fired On Facebook, Dan Leone, a now former employee of the Philadelphia Eagles, posted this status update: “Dan is ******* devastated about Dawkins signing with Denver…Dam Eagles are Retarded.” Result: FIRED from working with the Philadelphia Eagles! DOH!
Twitter Job Lost (before starting) On Twitter, one job seeker who was offered a job Tweeted this: “ Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” To which someone at Cisco responded: “ Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.”
Mr. Andrews, If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith. Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write. Not knowing exactly what prompted your comments, I will admit the area around our airport is a bit of an eyesore, not without crime, prostitution, commercial decay, and a few potholes. But there is a major political, community, religious, and business effort underway, that includes FedEx, to transform that area. We’re hopeful that over time, our city will have a better “face” to present to visitors. James, everyone participating in today’s event, including those in the auditorium with you this morning, just received their first paycheck of 2009 containing a 5% pay cut… which we wholeheartedly support because it continued the tradition established by Mr. Smith of doing whatever it takes to protect jobs. Considering that we just entered the second year of a U.S. recession, and we are experiencing significant business loss due to the global economic downturn, many of my peers and I question the expense of paying Ketchum to produce the video open for today’s event; work that could have been achieved by internal, award-winning professionals with decades of experience in television production. Additionally Mr. Andrews, with all due respect, to continue the context of your post; true confession: many of my peers and I don’t see much relevance between your presentation this morning and the work we do in Employee Communications.
Google Profiles
What are you Doing?
Twitter 18M users by the end of 2009 1,382% Growth Rate $0 Revenue
A great opportunity to Build Your Brand and Connect with Influencers
Step 3: Monitor Your brand
Alerts.google.com
Check What Search Engines Find Search your name If you have a common name search name and city Look at images, videos and news
 
Site Specific Search.twitter.com Monitor your facebook Look at who is finding you on LinkedIn Look at blog search traffic
Questions? Special Offer 20% off any training course with coupon code “special” www.bootcampdigital.com/training Out of work? Attend for free with a scholarship.

More Related Content

Building Your Personal Brand Online - Career Day

  • 1. Building a Personal Brand Online Krista Neher Company: www.bootcampdigital.com Blog: www.themarketess.com Email: krista@themarketess.com Twitter: @kristaneher
  • 2. About Me….. 5+ Years at P&G in Marketing and Finance 2 Years at Internet Startup Now… Marketing Training and Consulting Digital Strategy Social Media Training Consulting Agency
  • 3. Agenda What is a personal brand? Why does it matter? 3 Steps to Brand Building Defining Your Personal Brand Building Your Brand Monitoring Your Brand
  • 4. Like it or not, you have a brand. Wikipedia: A brand is a collection of symbols, experiences and associations connected with a product , a service , a person or any other artifact or entity . A brand is in the eyes of the customer. Brand Equity What your brand stands for in the hearts and minds of your audience. It is both logical and emotional.
  • 5. Why does it Matter? 52% of individuals put their trust in what others have to say about you 87% of consumers look at the reputation of your CEO when judging your company's reputation 59% of hiring managers are influenced by your online reputation
  • 6. When is the last time… You googled Yourself?
  • 7. Real People have Brands too.
  • 9. The Internet Changes Everything
  • 12. The Walls are Falling
  • 13. The Good News? You Can Control It
  • 15. Steps to Personal Brand Management Define Your Brand Build Your Brand: Execute Your Brand Definition Online Track and Monitor Your Brand
  • 16. Step 1: Define Your Brand
  • 17. You Can’t Build or Manage a Brand if you Don’t know what it is About
  • 18. Who do you want to be? What are your values? What are your strengths? In an ideal world, how would you want someone to describe you? How do you want to be perceived by others? What aspects of your personal life are you comfortable sharing?
  • 19. Step 2: Build Your Brand
  • 23. You Are Not Always in Control
  • 25. Executing on Your Personal Brand
  • 26. Reserve Your Name Everywhere Reserve Your Name Everywhere
  • 27. Get a DOMAIN for yourself.
  • 28. Become a Thought Leader With a Blog
  • 29.  
  • 30. Everyone is On it But Nobody Uses it.
  • 31. Getting More out of LinkedIn Join groups Participate in groups Post discussion topics Post news (great way to promote your blog) Answer Questions Update your status Use apps Integrate Slideshare and Your Blog
  • 32. But I don’t Have TIME!!!!!
  • 33. 15 Minutes 3 Times Per Week
  • 34. Assume Everything is Public Who are you willing to accept? What are the rules?
  • 35. Ok, if you really think this Facebook thing is a good idea - here are the rules: • No breaking up with boyfriends and cussing them out over the internet. This isn't the 8th grade. (If you think so, I'll be waiting after social studies class for you, out by the bus . . . no knives.) • Watch your mouth. Talk online like you would in church. It’s gonna come back to haunt. Both of us. • No photographic or text evidence of any drunk and foolish tirades, past or future. • Do the right online things. Don't drink Tab in public, change lanes without your turn signals, no human sacrifices. You know, the usual stuff. My daughter is watching, and I don't want her growing up acting like some crazed Canadian thing, spouting off about how great TIM HORTON'S is every twelve minutes or evangelizing how 12 minutes of semi-automatic gunfire at your local range soothes the spirit. (And I have a chainsaw for that socially-constructive-zen stuff.) • Family friendly pics please. Like I said, my daughter is watching. So are my future employers. So this online reputation is very important to me. • Keep me out of various Friends FAQ questions and answer sessions This FAQ stuff has no value in my online life. I once de-friended my own sister, because her rants and weird stuff and language became unacceptable. XOXOXOX and Seriously Yours,
  • 36. What you share is a Personal Choice
  • 37. Facebook is like your living room. Would you clean up if your boss is coming over?
  • 38. People don’t take pictures when I’m acting smart……
  • 39. Who decides what is appropriate?
  • 40. People connect with you on a personal level. Don’t be afraid to be personal.
  • 42.  
  • 43. Twitter Fired On Facebook, Dan Leone, a now former employee of the Philadelphia Eagles, posted this status update: “Dan is ******* devastated about Dawkins signing with Denver…Dam Eagles are Retarded.” Result: FIRED from working with the Philadelphia Eagles! DOH!
  • 44. Twitter Job Lost (before starting) On Twitter, one job seeker who was offered a job Tweeted this: “ Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” To which someone at Cisco responded: “ Who is the hiring manager. I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.”
  • 45. Mr. Andrews, If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith. Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write. Not knowing exactly what prompted your comments, I will admit the area around our airport is a bit of an eyesore, not without crime, prostitution, commercial decay, and a few potholes. But there is a major political, community, religious, and business effort underway, that includes FedEx, to transform that area. We’re hopeful that over time, our city will have a better “face” to present to visitors. James, everyone participating in today’s event, including those in the auditorium with you this morning, just received their first paycheck of 2009 containing a 5% pay cut… which we wholeheartedly support because it continued the tradition established by Mr. Smith of doing whatever it takes to protect jobs. Considering that we just entered the second year of a U.S. recession, and we are experiencing significant business loss due to the global economic downturn, many of my peers and I question the expense of paying Ketchum to produce the video open for today’s event; work that could have been achieved by internal, award-winning professionals with decades of experience in television production. Additionally Mr. Andrews, with all due respect, to continue the context of your post; true confession: many of my peers and I don’t see much relevance between your presentation this morning and the work we do in Employee Communications.
  • 47. What are you Doing?
  • 48. Twitter 18M users by the end of 2009 1,382% Growth Rate $0 Revenue
  • 49. A great opportunity to Build Your Brand and Connect with Influencers
  • 50. Step 3: Monitor Your brand
  • 52. Check What Search Engines Find Search your name If you have a common name search name and city Look at images, videos and news
  • 53.  
  • 54. Site Specific Search.twitter.com Monitor your facebook Look at who is finding you on LinkedIn Look at blog search traffic
  • 55. Questions? Special Offer 20% off any training course with coupon code “special” www.bootcampdigital.com/training Out of work? Attend for free with a scholarship.

Editor's Notes

  1. 45-54 year olds are the top demographic. The more expected demo of 25-34 year olds following closely behind at second. But notice how boomers and senior citizens are getting Twitter on more likely than their grandchildren: