Target audience - beginners in creating their online personal online presence, and some of their employers. "Getting started - creating your personal presence and brand" Presentation to "Future Directions – Young People in Property" Property Council of Australia Victoria Branch 24 September 2009

1. Social Media Revolution
Getting started - creating your personal
presence and brand
Walter Adamson
Presentation to Future Directions – Young People in Property
Property Council of Australia
Victoria Branch 24 September 2009

2. What the !!!! is going on?
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3. Social Networking Sites
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4. Contents
• What’s it all about – the fuss and the social media?
• Identity and public versus private persona
• How to get started
• Linkedin, Facebook, Twitter: including recruiting, and
monitoring
• Some business examples
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5. It’s big – real big!
Australia – June 2009
• Twitter 800,000 visitors - 13,000 in June 08
• Nearly 9 million social networking site visits in June
• Facebook most visited (now more than 6 million - 87 million in US)
World
• Social networks and blogs 4th most popular online activities
• Facebook as a country - fourth most populated place in the world
• 80% of companies use or planning to use LinkedIn as primary tool to
find employees during 2009 (45-million members)
• Took radio 38 years to reach 50 million listeners. Terrestrial TV 13
years 50 million users. Internet four years to reach 50 million. Less
than nine months, Facebook added 100 million users.
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6. Who’s using social media?
• According to the Pew Internet and American Life Project, the median
Twitter user is 31, compared to 26 for Facebook and 40 for LinkedIn.
• US - fastest-growing FB users August 2009 were males ages 13 to
17, then men ages 45 to 54, rising 12.8%, then women 45 to 54 and
55 to 65 age ranges, up 11.8% and 11%, respectively.
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7. “Online social networks are more than just a fad
among the younger generation. They've become
an integral part of our personal and professional
lives. They're an effective way to keep in touch
with people, connect with friends and family, and
network with colleagues.”
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8. What is social media?
Social Media is the name of
the bucket that contains
all the catalysts that
enable people to Social Media
collaborate and converse
online.
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9. Identity
How accurately do social media profiles reflect the individual?
• Recent research - 73% of those surveyed felt their social media
profiles accurately reflected their identity:
– who they are; values; and personality.
• In setting up a profile there is always a little self-analysis going on
• You have the opportunity to showcase traits or aspects of your life
that will attract others looking for the same.
• In addition, common interests, passions, common history are things
that unite many in face-to -face situations, why not online?
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10. Private versus Public?
• Create a balance between personal and professional branding
• Are you somebody else on LinkedIn versus Facebook?
– Often the initial answer is clearly YES
– Facebook = “my personal / private life”
– LinkedIn = “my professional profile”
• Some people try not to split personal and professional brand and presence
as all represent various shades of persona
– e.g. “in 2008 it became best practices for me to understand a person as
a person not as a functional entity in business or personal life”
• An evolutionary gap between Europe/US:
– US most users use their real photo, their real identity and are rather
honest in their profile
– European, 2 - 5 years behind, still use icon style avatars, nick names,
don't expose their real profiles and "hide" behind a fictitious identity.
– Less so in Australia and Asia.
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11. How to get started - 1
Your profile – your brand
• Give yourself a purpose – customers, topic, learning
• Allow yourself a 6-month learning curve
• Limit your places – Linkedin, Facebook
– Real name, real photo (no avatars), real background
– Be open and approachable – you’re not a rock star
• IMAGE: In the social media, a photo needs to be your logo.
• IF YOU HAVE EXISTING SITES: Go to every site that has your
profile and image and update the photo and make your bio as
consistent as possible. For sites that are primarily personal, add
some of your interests in addition to your professional description.
• Link your initial sites e.g. create a link between Facebook and
Linkedin - will feed updates from one to the other
• Go mobile where you can e.g. iPhone & Facebook, Linkedin
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12. How to get started - 2
Promotion – spread the word
• Invite all your connections – don’t be shy
– You’ll be surprised that many are already there
– Don’t embarrass friends or connections or alliances by not
connecting with them if they ask
• Confirm, connect, converse – not just another address book
• Search for interesting groups, topics, people
– Listen, contribute – don’t sell, don’t imitate others who sell
• Few weeks into it – review what works, what doesn’t
• Don’t get frustrated that “you are not doing business yet”
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13. How to get started - 3
Expand your networks – your influence
• With confidence, expand one step – say Twitter, or Friendfeed
– Consistent profile, use experience from first 2
– Search for relevant people and tweets, follow
– Don’t “collect” followers or join those schemes – followers are
for the celebs and stars
• Explore other social media hotspots – Youtube, Slideshare, Digg
• Try out tools or tips recommended by friends or connections in the
social media
• NOTICE by now how much you have learned, with NO advertising
telling you what to use
• Look back after 6 months, and you can see through the haze to the
power of social media
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14. Linkedin
• Spend serious time on your profile
• Join Groups
• Contribute and participate
• Invite relevant people
• Don’t accept all invitations
• Don’t send random invitations
• Link your other activities
e.g. blog, Twitter, Slideshare
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15. Looking for an employee?
• 75% recruiters search social
networks
Look:
www.twitterjobsearch.com
http://www.brazencareerist.com/
Be careful:
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16. Recruiting 2.0
1. Google - Look for a complete and up-to-date Linkedin
profile – this means someone cares about their online
persona and credentials
2. Twitter and Facebook Profile - Check that this is
consistent with other information e.g. Linkedin. You can
also see what a potential employee talks about and how
they conduct themselves online.
3. Contact Details - You will usually easily find preferred e-
mail address and a preferred telephone number –
private and business.
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17. Twitter Employee Search
In 140 characters or less, list your key skill
requirements and what makes the job attractive.
Keep in mind that these are what that will set
you apart from the competition. Link to your
recruitment page.
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18. Facebook
• Decide private/business balance
• Sign up with real name/affiliations
• Fill in as much detail as possible
• Appropriate privacy settings
• Search for groups or pages
• Become a fan
• Invite people you know
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20. Twitter
• Use real name
• Complete bio and website link
• Use Tweetbacks
http://www.twitbacks.com/
• Use search for topics
• Review person + followers
• Follow those of interest
• Connect & converse
• Manage your followers
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21. Fans, friends and followers
• Followers on Twitter
• Friends and fans on Facebook
• Connections on Linkedin
These are your patrons – not ducklings
• This becomes your social capital
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22. Social media behaviour
Online networking and socialising is like “real life”:
• You are invited to a dinner • You are invited to a dinner
party. You arrive without party. You arrive with flowers
flowers for the hostess or a for the hostess and a bottle of
bottle of vino for the house. vino for the house.
• You sit at the table and • You sit at the table and listen,
dominate the conversation observe and engage the
about how great you are and conversation when you see an
why everyone should buy your opportunity for you to help
product, service or brand. enable someone’s idea or
• Chances are, you’re likely to conversation.
be shown the door. • Chances are, you’ll be invited
back.
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23. YOU in the social media must support, uplift, and
reinforce the meaning and integrity of yourself
and your affiliations.
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24. Alerts, trends, monitoring
Google Alerts
• Track yourself
• Customers, competitors, projects
Twitters
• Twendz.com
Social networks
• Philtro.com
• Collecta.com
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25. Business Uses
Challenge and Opportunity

26. For businesses – a challenge
• ggg
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28. Leading business uses
Ford
• Leaders in SM
• Marketing
• Service
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29. Contact
Walter Adamson
walter.adamson@newleaseg2m.com
walter on Skype | g2m on Twitter
m: +61 403 345 632
www.linkedin.com/in/adamson
www.facebook.com/adamson
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