Workshop presentation delivered at AIGA annual meeting in Orlando on April 24, 2010

1. Brand You Online
AIGA, April 24, 2010 Alex de Carvalho

2. Alex de Carvalho
@alexdc
http://alexdc.org

3. I’m just a social
media user ... and
not a guru, expert,
or swami*!
(*The only Suomi in
me is from my
Finnish heritage)

4. According to Tom Peters,
“We are CEOs of our own companies: Me Inc.
To be in business today, our most important job is
to be head marketer for
the brand called You.”
http://www.fastcompany.com/magazine/10/brandyou.html
From Issue 10 | August 1997

5. Lots of books about branding yourself
professionally ...

6. but few books on how to brand
yourself professionally
online

7. attracting serendipity
‣ Connecting through shared interests and passions
‣ Learning to listen
‣ Setting up accounts and profiles
‣ I publish, therefore I exist
‣ Harnessing The power of weak links
‣ Working with tools
‣ Becoming findable?

8. Connecting through
shared interests and passions

11. RefreshMiami: new media community
‣ largest web and new media community in south florida
‣ Established March 2006
‣ Over 2,500 members
‣ Monthly meetups average 150 participants
http://refreshmiami.org

12. BarCamp Miami: new media conference
‣ Web and new media un-conference
‣ Over 1,160 have attended four events
‣ Supported by over 50 company sponsorships
http://barcampmiami.org

13. Social Media Club of South Florida
‣ Established September 2008
‣ Over 1,500 members
‣ Monthly meetups average 100 participants
‣ Expand media literacy
‣ Share lessons learned
‣ Adopt industry standards
‣ Promote ethical practices
http://socialmediaclubsf.org

14. Mobile Monday Miami
‣ Established June 2008
‣ Over 300 members
‣ Monthly meetups average 60 participants
http://momomiami.com

20. network of associations
moon surf
ocean
wave swell
Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”
http://tinyurl.com/bawfff

21. network of associations
moon Gain
ocean
Tide All
wave Fab
Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”
http://tinyurl.com/bawfff

22. Minding your own network
of associations
content people
content
You people
content people

23. what defines you?
work experience reputation
passions
education
sports hobbies relationships
geography thoughts
associations groups
desires
community work activities
travel pets

25. Learning to listen

26. markets are conversations

27. David Armano
And online, conversations spread quickly from network to network

28. Some ways to listen online
‣ Google Alerts
‣ Brand monitoring tools
‣ Google Analytics
‣ Persistent searches on key words and hashtags
‣ follow like-minded people online and information will
come to you
‣ Create lists on Twitter and group your contacts on
Facebook and Friendfeed as you deem relevant

29. Individual mentions, not just agreggate results

30. "If the news is that important it will find me."
-Brian Stelter, New York Times.

31. Setting up accounts
and profiles

32. Go where the people are
Think of it this way. If you are a fisherman you would
not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html

33. Social Media Starfish
Robert Scoble
http://www.flickr.com/photos/dbarefoot/1814873464/

35. ‣ Your first step for
professional networking online
‣ Fill out all the sections
‣ Ask for recommendations
‣ Add all your email addresses in
the account settings
‣ Upload your contact database
to identify your friends and
colleagues already in LinkedIn
‣ Seek out relevant groups and
participate in the discussions
‣ Include your blog’s feed,
slideshare account, and other
apps
‣ Connect with people from your
same industry and region

36. ‣ Include a title
‣ Work the tags
‣ Enter a description for added
relevance
‣ Post to relevant groups
‣ Participate in contests and themed
submissions
‣ Become an active community member
by participating in discussions, adding
contacts, and commenting on photos
‣ Embed photos in your blogs
‣ Create sets and collections
‣ Create galleries with others’
photos
‣ Tag people in your photos
‣ Syndicate photos to your social
networks

37. ‣ Create Short clips
‣ Use a Flip camera
‣ conduct Interviews
‣ Enter Titles, descriptions
and tags
‣ Experiment until you find
your style
‣ Embed videos on your
blogs and social networks
‣ Use tubemogul.com and
submit to other video sites

38. ‣ Get your username (URL)
‣ Connect with more than just
friends
‣ Manage your privacy
‣ create groupings to place
friends, family, colleagues, and
random requests
‣ Update your status regularly
‣ Include your friendfeed
‣ Upload photos and tag them
with your friends’ names
‣ use “selective twitter” app

39. identify yourself clearly
dialogue
with
others
find your comfort zone
in sharing personal stuff
share
links and
relevant info

40. I publish, therefore I exist

41. online objective
Influence
Authority
Reputation
Identity
Credibility
Presence

42. content really is king
‣ write a list of articles of some 40 topics
‣ limit articles to 300 words or less
‣ link to your favorite blogs
‣ post 10 articles to your blog at a frequency
you determine
‣ have the next 10 ready to post at the same
frequency
‣ work on the next 20 and always keep drafts in
your pipeline
For more great tips, see: http://bettercloser.com/2008/08/27/personal-branding-build-your-personal-brand-in-5-days/

43. writing for the web
‣ the most important thing: listen first
‣ say LESS
‣ front-load: use the inverted pyramid
‣ put more important content first
‣ use clear headlines and headings
‣ be factual, not cryptic
‣ establish trust
‣ use active voice
‣ pay attention to netiquette, culture, tone of voice

44. 90 - 9 - 1 rule of social participation

46. Branding

47. The purple cow

48. Purple Cow:
Transform Your Business by Being Remarkable
Seth Godin

49. this is how people find you online
podcasts blog posts blogs
social
video socnets
profiles
avatars photos You online
communities
tags virtual
lifestream worlds
online
comments presence

50. Harnessing The power of weak links

51. Mark Granovetter
Weak social ties account for most of the structure of social networks
in society as well as the transmission of information through these
networks.
More novel information flows to individuals through weak rather
than strong ties.
Because our close friends tend to move in the same circles that we do,
the information they receive overlaps considerably with what we
already know.
http://en.wikipedia.org/wiki/Weak_tie

52. Your acquaintances
open more doors for you
than your closest friends and family

53. Working with tools

55. Some suggested apps to get you started
‣ Firefox
‣ Add-ons
‣ Scribefire
‣ Shareaholic
‣ Evernote
‣ Firebug
‣ Google Reader
‣ Netvibes
‣ Gmail
‣ Some suggested Mobile apps: http://bit.ly/9prk08

62. http://twitter.pbworks.com/Apps

67. Becoming findable

73. Alex de Carvalho @alexdc

74. information is social

76. @gapingvoid

77. Image credits
‣ Most images have been purchased from iStockPhoto
‣ Swami image: http://www.flickr.com/photos/boskizzi/12103933/
‣ Markets are conversations image: http://www.flickr.com/photos/88543347@N00/80462964/
‣ RefreshMiami Inaugural Meeting http://www.flickr.com/photos/cwsaylor/143785905/
‣ Pickup game http://www.flickr.com/photos/robinzeggs/141674593/
‣ Soccer http://www.flickr.com/photos/tylercacek/739063425/
‣ Jellybeans image: http://www.flickr.com/photos/jspad/450848498/
‣ Child http://www.flickr.com/photos/40732566596@N01/109538354/
‣ Hungry fish http://www.flickr.com/photos/75269757@N00/727422407
‣ SETI http://www.flickr.com/photos/49457106@N00/280789933/
‣ Events in the Sky http://dinnerinthesky.com
‣ 90-9-1 illustration by Jake McKee @jakem ckee
‣ “Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on Twitter
‣ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out

78. Brand You Online
AIGA, April 24, 2010 Alex de Carvalho