SMEI Boston - Personal Branding Workshop #1

1. Defining Your Personal Brand
A Path to Play to Social Strengths
Bob Johnson

2. Personal Brand Defined
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3. Your Digital Adverb
(which you enjoy the most)
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4. Learning Style
Questioner Listener Facilitator
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5. Brand Essence
Voice
BRAND
ESSENCE
Self-View Persona
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6. Defining the Brand
Digital Digital Digital
Strengths Weaknesses Potential
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7. Define Your Audience
(Why should I engage with you?)
NEEDS
PAIN Why do they need to hear EXPOSURE
What pain or gaps what you have to say? How is the audience exposed
do they feel? to what you focus on?
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8. Personal Brand Orientation
(Are you Bob the Builder?)
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9. Brand Portfolio
(A Question of Fuel)
Coverage Story
Boundaries
Scope Types
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10. Brand Approach
(What is Your Role?)
Teach
Me
Learn Teach
Together You
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11. Brand Measures
(Why Do It?)
Money Fame
BRAND
MEASURES
Benevolence Security
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12. Personal Branding
Three Key Action Areas
Person as
promoter
Person as
publisher
Person as
producer
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13. Steps to Your Personal Brand
1. Define your Brand Personal (Online survey available in
three weeks)
2. Identify Where Your Audience Resides
3. List your Top Three Competitors and Research Them
4. Focus on the Key Platforms and Communities
5. Clarify What Your Good at and Other Resources
6. Determine the Frequency You Can Manage
7. Test Your Voice based on Your Personal Brand Personal
8. Email on The Platforms You Identify to Shape Workshop 2
and Your Key Competitors (by name and organization)
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14. The Social Media Landscape
Step One: Define Where You Play
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15. The Social Media Bullseye
Set Your Sites on Competitors and Communities
Social Business
Communities
Social Personal
Communities
Active
Voice
Third Party
Communities
Blog
Micro Blog
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16. The Social Media Bullseye
Measure Your Focused Performance Over Time
Blog
Active
Social Business Voice
Communities
Third Party
Communities
Micro
Blog
Social Personal
Communities
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17. Workshop Two: Your Platform and Community
Strategy
Focus
•Matching Your Personal Brand to the Best Communities and Platform
•Setting in Place an Action Playbook
Speakers
•Stephen Woods, CIO, Eloqua: The Future of Personal Branding
Technology
•Bob Wesley, CSO, Leaf, Inc. and Former Head of Marketing for
Mastercard: The Platform and Community Landscape and How to Avoid
that Shiny Object in the Corner
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