Chicago United Personal Branding Session

Chicago United Personal Branding Session

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  Business vs. PersonalBrand & Your Digital Presence
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  • 13 years in digital • 11 years as a marketer • donschindler.com • don.schindler@nd.edu • @donschindler
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  What is aprofessional made out of?
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  http://www.flickr.com/photos/ilamont/4298420926/sizes/l/in/photostream/
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  What are you knownfor? Write a brand statement for yourself.
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  Brand Statement •To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank). • To Notre Dame Campus Communicators and employees, Don Schindler is the thought leader for creative marketing and communications solutions in both digital and print.
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  Brand Promise Withevery interaction (whether a question or conversation), I promise to give you the best possible return for your time taken with me. In other words, I want your TRUST. You can trust me to be honest, to be blunt, to have your best interest in mind, to give you a reason, to focus on you, etc…
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  Trust trust.edelman.com
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  Trust trust.edelman.com
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  How much timedoes it take to earn trust? http://www.mykingweb.com/index.php/period-2b/rodriguez-isabel/candy-page
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  Who are you when no one is looking? http://planetponzi.com/wp-content/uploads/2011/11/anatomy_of_a_ponzi_scheme.jpg
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  Digital Life canenhance and be amplified http://www.thestaffingstream.com/2012/09/14/do-you-have-an-effective-social-media-plan/
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  How do youlive it? By being connected… By understanding this is real time communication Social Media is real time communications like a phone or IM but it can be permanent and spread virally. That’s the scary part.
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  HipHopPrez
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  Privacy vs. DifferentReality I'm not saying this is inherently bad or inherently good – it is just a different reality, and it does come with some conditions. As leaders we need to help our workforce understand and navigate the challenges that come with the blurring of this line between the professional and personal. This is more than just making sure your people are aware of bank scams and how to set proper security settings on Facebook. This is helping them to understand how to recognize for themselves the implications of sharing personal information indiscriminately and of the shifting boundaries of privacy in their professional lives. The second challenge for leaders in this environment is finding the balance between accountability and empowerment. If you're going to empower your people to communicate, you need to stick with it as you lead by example. Adm. Gary Roughead Chief of Naval Operations
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  No Anonymity •Use your real name (no handles unless you are willing to keep that handle forever) • The digital life and real life are not separate and will forever be connected. • You can enhance your digital life if you understand how the rules work. • Real Life to Digital Life – the tools…
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  Knowledge
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  Click to editMaster title style Click to edit Master text styles
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  Click to editMaster Who do you know and how well? title style Click to edit Master text styles
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  Click to editMaster Twitter Handshake? title style Click to edit Master text styles
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  Click to editMaster <A HREF=“DON KNOWS” TARGET=“_BLANK”>DON KNOWS HOW TO TALK THE TALK”</A> title style Click to edit Master text styles
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  The Secret toSocial Media Talk about others – highlight them, encourage them, be there for them and they will be there for you.
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  The Secret toNegative Social Media If you are suffering from negative comments, then comment yourself. It will push the negative comments up and into the feed. Same thing goes for a bad website. Add more content to the web and the bad content loses traction.
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  Google Footprint
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  Google Alerts
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  How to enhanceyour digital presence • You can control this - the more you add, the more the search engines find. • Industry Standards – Domain Name / Blogging – Website – Linkedin – Facebook – Twitter – YouTube – Photo Sites – Member Sites
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  Click to editMaster title style Click to edit Master text styles It’s my Death Star.
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  blogging • SearchEngines love blogs • Easy to do • Comments/Fee dback • Inbound Links • Personality • Did I mention search engines love blogs?
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  Drive Somewhere Search Email Keywords Google Signature Adwords Company Pinterest website Linkedin Youtube Photo Twitter Sites Facebook Blog / Google+ Website
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  Blogging examples
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  Mobile
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  Mobile Stats http://www.geekwire.com/2012/brave-world-realtime-information-answer-questions/#
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  Linkedin
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  Linkedin Power • More connections, more touches • Your online resume and portfolio • Public recommendations • Questions & Answers • Groups to help networking • Connected to Twitter and Facebook
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  LINKEDIN MAPS CONNECTIONS
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  Get recommendations andgive
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  Add projects
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  Link to Twitter
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  New linkedin recommends
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  1,000,000,000 and counting
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  Facebook secret – usinglists!
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  Facebook secrets •Bias against newcomers • “Most Recent” is not really your friends so use lists • Links are favored over updates. • Photo and Videos trump links. • Get people to comment. • 16% of Page Info is all that gets seen http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
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  Twitter
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  PROS • Power ofinstant conversations • Spreading the word quickly • Professional Development – learn from experts • You can collect users with bots (Tweetadder) • You can follow and possibly speak with people that wouldn’t normally be in your circle of influence
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  CONS • Lots and lots of noise • Lots and lots of spam • Lots and lots of robot collection • Interface is not friendly • No real value SEO • Relationships are fleeting
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  Twitter
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  Klout Measurement
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  Tweetadder
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  Google+
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  Other sites • Niche Networks • Instagram • Pinterest • YouTube • Flickr • Yelp
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  Quora
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  What if youcan’t be found? • Buying adwords
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  How do you keep up?
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  Editorial Calendar •Blogging – A must – at least once A week if not more. • Facebook – when you have something relevant to say (btw, you need to have something relevant to say all the time) • Twitter – even more. • Linkedin – not so much. • Other social media – take lessons from above.
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  Monitoring Tools •Social Mention • SM2 • Sysomos Heartbeat
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  Quick, Smart Responses I post. I get Retweeted. I thank them.
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  How much timedoes it take?
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  Integrate it intoyour life • Just like you did with – cellular phone – email – texting • You’ve done this before. • And, we know, you’ve got something to say.
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  How do youmeasure the return? • You can: – TRUST – Track Your Time – Measure Your Connections – Ask People If You Are Who You Say You Are – Measure Your Digital Footprint
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  Brand: Digital Youand Real You Merge • You are trusted. • You will be example for others. • Does this mean everything will be fine and dandy? • Nope. You’ll have other issues to contend with but you will be on the right track and you’ll gain experience on how to deal with digital issues – which will help your network. • Your employees and other board members will follow your example as well.
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  Digital Directors •“While demand for directors with digital expertise is on the rise, the supply of qualified candidates is small, and those candidates are more likely to have nontraditional backgrounds,” says Spencer Stuart. “This can make recruiting directors with these profiles especially challenging and may require boards to reconsider their perceptions about what an ideal director looks like.” • The firm says “boards should understand that directors with digital expertise may not have achieved the same stature as candidates from more traditional fields; many of these candidates have not reached the C-level, for example. These young, ambitious and, oftentimes, time-starved executives can be more transient than more established executives, and they may be less familiar with the customs of a corporate boardroom.” http://business-ethics.com/2012/04/12/1642-social-media-and-the-board-why-hashtags-should-matter-to-directors/
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  Questions? donschindler.com don.schindler@nd.edu @donschindler