Mary Canady's presentation to marine biologists at San Diego State University November 28th 2013.

1. Personal Branding Through
Social and Digital Media
SDSU Coastal and Marine Institute Laboratory
November 18, 2013
Mary Canady
Comprendia LLC
comprendia.com/cmil

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3. Who Am I?
•Then
–Trained as a biochemist
–Always gravitated to online tools & pretty
pictures
–Loved bench work and organizing events
•Now
–Comprendia/San Diego Biotechnology
Network
•Network of 20,000
•Marketing, events, writing, speaking
•Results
–People find me easily for business (and
speaking!)
–I have found my niche and am happy
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5. Your Personal
• Strategy
– What‘s your personal brand?
• ‗Research‘ your interests, goals
– How does your current research translate
to job market?
– What gets you up in the morning?
• Tactics
– Online: LinkedIn, Twitter, Blog, Google
– ScienceOnline
– Be creative
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6. General Guidelines
• It‘s not all about you
– Provide resources first, promote yourself second
• Consider audience, reach and goals when
communicating
– Public? Scientists?
– What are my institution‘s policies?
– Always ―test the waters‖ by watching and asking
first
• Use IRL values when communicating
– Don‘t rush to judgment
• Consider pseudonymity fully before
deciding
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7. RSS: Your New BFF
• RSS Feeds & Readers
– Monitor individual website changes
• Blogs
• News
• Pubmed
– Monitor the entire web
• Tools
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Look for orange RSS symbol & subscribe
Google Alerts: a ‗catch all‘
Aggregate with Yahoo Pipes
Use Feedburner to send daily emails
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8. What Online Tools Should
I Use?
Application
Good for
How To Use
LinkedIn
Professional
networking
•Personal brand
•Job hunting
•Leads
•Complete profile
•Join/start groups
•Engage
Twitter
Sharing
information with
short updates
•Personal brand
•Connecting via
content
•Events
•Find a niche
•Follow
hashtags/users
Blog
Dynamic website
with daily-weekly
articles
•Personal brand
•Connecting with
peers
•Create blog acc. To
brand
•Find others, interact
via comments/Twitter
Google+
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Description
Social networking
―back layer‖
•Sharing information
•Increasing search
engine visibility
•Hangouts
•Add colleagues to
circles
•Join communities
•Use Hashtags
Recent presentation Academics Presence Online
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9. Your LinkedIn Profile
• Should be as complete as resume
– Headline: relate to personal brand
– Use action words and bullets
– Add past relevant positions with information for
each, helps others find you (leave out the Olive
Garden)
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•
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Get a ‗vanity‘ URL, add to business card
Add a head shot
Check for spelling errors!
Link to your company or sites of interest
(blog!)
• Include complete contact information
• Get recommended
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10. Leveraging LinkedIn Groups
• Benefits
– Directly email any group member (check out
our howto)
– Can post questions to group
– Searches give more results
• Join up to 50 groups
• Choose large, relevant, active groups
– Your posts will not be seen in spam-y groups
• Lots of great discussions going on
– Antibodies, recombinant proteins, medicinal
chemistry…
– See our tips and list to start
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11. Scientists on Twitter?
Term
ScienceOnline Oceans
2013 #sciooceans
Western Society of
Naturalist Meeting
#wsn2013
Deep Sea News #deepsn
Science Communication
#scicomm
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# Tweets
6,700
466
75/day
120/day

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13. Basics
• Overview
– Provide 140 character updates, AKA
‗microblogging‘
– @[user] to send a public message (reply)
– D [user] to send private message (DM)
– #[text] is a ‗hashtag‘ to follow events,
subjects, or chats
• Follow based on content, don‘t need to
know
– Hint: this is huge for meeting people
• Provide information based on your brand
• Should be a conversation if you‘re doing it
right!
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14. Tactics
• Fill out profile completely and carefully
• Get followers
– Target: 1,000
– To be followed, you must follow
• Twitterer will be sent message that you are following
• Search Twitter, Social Mention for terms (e.g., ‗marine
biology‘)
• Conference hashtags (#sciooceans)
• Twitter will make suggestions for who to follow
• Provide content from RSS or other Twitterers
• Engage with Twitterers
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15. Ways To
• WordPress
– Hosted blog at wordpress.com, or get a
server, host your own ($7/month)
– Most flexible, our favorite
• Blogger
– Only offers hosted solutions
• Tumblr
– Less flexible, hard to write a post with both
image and text
• Join an existing blog network
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16. Blog Networks
Link and courtesy @brianreid
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Finding blogs:
•ScienceSeeker
•Researchblogging

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18. Google Yourself
• Google Author Rank
– Your Google+ network affects search results
– Big for your personal brand
– Wackadoodles can be silenced
• Google+
– Add colleagues using G+‘s tools
– Share information
– Join groups, share hashtags
• Set up a Google Scholar Profile
• What‘s working well for others?
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19. • ScienceOnline
– Cultivating science sharing online
• ScioSD Satellite Mission: get more local
scientists online
– Providing resources, events
– Space for local bloggers
• Monthly hangouts to learn about social
media
– Google+, Website, YouTube
• Happy Hour Dec. 4th, join us!
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20. Facebook
• Living in the 10‘s=professional FB
presence
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Manage privacy
Change to work name
Keep politics at a minimum
No passed out photos
• Follow marine science pages,
engage
• Live your brand? You decide.
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21. Get Creative
• Ocean science is
INTERESTING
• Use ―Millennial‖ tools
• Outreach
• Can take many forms
• Great way to network
• Provide resources to
news outlets
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22. Packaging Yourself
• All good marketers have a ―30
second commercial‖ that
summarizes their product—make
one about you!
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Short summary
Your ―Position‖
What you‘re looking for
First 10 seconds should ―stand alone‖
for quick introductions (1-2 sentences)
Write it down
Practice
Practice
Practice
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23. Getting Started
• Determine your personal brand
• Start small
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–
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LinkedIn, Google+ Profile
Share your brand on Facebook
Volunteer to manage MEBSA Twitter
ScioSD bloggers?
• Be creative
• Start NOW
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24. Questions?
• Twitter
– @Comprendia
– @SDBN
• LinkedIn
– www.linkedin.com/in/marycanady
• Facebook
– Facebook.com/comprendia
• Blog
– Sdbn.org
– Comprendia.com
• Slideshare
– www.slideshare.net/marycanady
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