The Net Impression: Social Networking and Your Personal Brand

The Net Impression: Social Networking and Your Personal Brand Anthony Juliano Leadership Fort Wayne January 21, 2010

What is a brand? A brand is the “all the thoughts, feelings, associations, and expectations your prospect or your customer experiences”* Your brand = your reputation* Your brand is a promise* Your brand is a perception * From Your Brand is Your Future: A Client’s Guide , American Association of Advertising Agencies

Joltin’ Joe needed the media to perpetuate his brand

Endorsements are symbiotic relationships

“ [E]veryone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.” --Tom Peters

Personal branding is a combination of… Excellence – what you’re great at Differentiation – how you’re unique Authenticity/self-awareness – true to life Sustainability/consistency – constant over time Reach – the quality of your network

“ Privacy is dead, and social media hold the smoking gun.” --Pete Cashmore, Mashable

Good news if you live in Fort Wayne [and bad]

The problem Your personal life Your professional life

Social Networking and Your Personal Brand Know yourself Know where you want to be Have a plan Write it down Work your network

Know Yourself, Part 1 Self-assessment What are you great at? What do you like to do? What are your weaknesses/flaws?

Know Yourself, Part 2 A little help from your friends E-mail five friends—brutal honesty What do you do better than anyone else? How is your reputation for that inhibited by flaws, negative perceptions, bad habits, etc.?

Know Yourself, Part 3 Do your perceptions match your friends’ perceptions? If not, return to Part 1

Know Where You Want to Go What do you want to be known for? What’s it going to take to get there? - Where do you need improvement? What are you willing to sacrifice? Where are you spending time that would better be spent elsewhere?

Tough questions Is your brand and your employer’s brand a match? What would need to change in order for you to be able to do the work you want to do? What are you willing to give up?

Have a plan What do you need to accomplish? Be specific. Who do you need to meet/cultivate? What’s your timetable? - One step at a time

An example RUN A MARATHON RUN A 5K

An example RUN A MARATHON RUN A 5K RUN A 10K RUN A HALF RUN 20 MILES

Write it down Simple, but very few of us do it

Work Your Network What social media sites will you use to build relationships/your brand? Recommendation: LinkedIn, not Facebook Also look at your industry Clean up, build up Have a hit list Who do you want to see every week? Every month? How do you use social media to fill the gap? Don’t forget about F2F

A Few Tools to Work Your Network

Status updates Integrated with Twitter Recommendations COMPLETE profile Answers SlideShare

Google yourself Google your contacts, especially new ones Google Alerts Google Reader Google News Google Blog Search

Your expertise Go where your audience is Learn how to work with media Write a blog Demonstrate on YouTube Present/speak (and publish on SlideShare) Be a resource (even when you’re not the source) Publicize through your network/social media

Six Keys to Creating a Positive Net Impression

Six Keys to Creating a Positive Net Impression 1. Know where you are and where you want to go

Six Keys to Creating a Positive Net Impression 2. Be realistic, get objective opinions

Six Keys to Creating a Positive Net Impression 3. Best foot forward, but be yourself—you’ll fail if you fight it

Six Keys to Keys to Creating a Positive Net Impression 4. Give to get

Six Keys to Keys to Creating a Positive Net Impression 5. Carve out a niche

Six Keys to Social Media Success 6. Build relationships online and offline

Introduction to Social Media Mar. 10, 2010, 9 am – 3 pm Social Media for Business Mar. 12, 2010, 9 am – 3 pm

Thanks! [email_address] (260) 615.3426 If you enjoyed this presentation, please recommend me on

The Net Impression: Social Networking and Your Personal Brand

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