The currency of the new economy is trust and reputation – the personal value that you build based on what you do – and how you do it. Your online profile should reflect this reputation. Storytelling can help you to transfer your real world reputation into the online world.

1. ©2014 – CBNWS.com
ONLINE REPUTATION
THROUGH
STORYTELLING
by CBNWS
When
you
Google
yourself…
do
you
like
what
you
see?
“This
is
how
other
people
see
you.
This
is
your
public
image…
your
personal
brand”
Maarten
Schäfer
Author
‘Around
the
World
in
80
Brands’

2. ©2014 – CBNWS.com
CONTENT
Page
2:
How
to
transfer
your
real
world
reputation
into
the
online
world
Page
3:
CBNWS
can
help
you
–
how
does
it
work
and
how
much
does
it
cost
Page
4:
Who
are
we
–
our
expertise
Page
5:
Some
examples
INTRODUCTION
When
you
Google
yourself…
do
you
like
what
you
see?
Are
the
results
relevant
and
up
to
date?
Does
it
say
who
you
are?
This
is
how
other
people
see
you.
This
is
your
public
image…
your
personal
brand.”
People
who
don’t
know
you,
will
define
you
as
the
person
they
see
on
Google.
60%
of
people
will
search
online…
before
meeting
you.
This
is
their
sole
source
of
information.
What
is
personal
branding?
A
process
by
which
individuals
and
entrepreneurs
differentiate
themselves
by
identifying
and
articulating
their
unique
value
proposition.
Why
personal
branding
online?
It’s
not
about
self-­‐promotion.
It’s
about
transferring
your
real
world
reputation
into
the
online
world.

3. ©2014 – CBNWS.com
HOW
TO
TRANSFER
YOUR
REAL
WORLD
REPUTATION
INTO
THE
ONLINE
WORLD
1.
Write
your
story:
your
past,
your
achievements,
your
passion,
your
vision…
Story
should
be
short
and
relevant
Written
with
a
wow-­‐factor
and
stickiness
Easy
to
understand,
easy
to
remember,
easy
to
repeat
Ready
for
word-­‐of-­‐mouth
2.
Create
relevant
audio-­‐visual
content:
pictures,
video,
podcast…
Images
should
be
high
resolution
Professional,
but
human
Reinforcing
the
written
content
In
line
with
your
personal
brand
values
3.
Streamline
your
existing
content
for
online
review:
presentations,
publications…
Presentations
should
be
short
(10
slides
max)
Put
your
name
in
the
title
Enrich
the
presentations
with
images
and
one-­‐liners
Put
a
picture
of
yourself
on
the
first
slide
4.
Publish
the
content
on
relevant
places
online,
so
it
will
appear
in
Google
search
The
highest
ranking
sites:
Linkedin
-­‐
Linkedin
is
king
–
It
ranks
higher
than
all
other
profiles
Twitter
-­‐
Make
sure
to
tweet
relevant
content
in
line
with
your
personal
brand
Wordpress
-­‐
Building
a
personal
blog?
Wordpress
ranks
higher
than
Blogger
Vimeo
-­‐
While
Youtube
is
more
popular,
Vimeo
profiles
rank
higher
Flickr
–
Host
your
pictures
on
Flickr,
it
ranks
higher
than
other
photo
sites
5.
Connect
the
online
content
to
your
existing
online
profiles:
Linkedin,
Google+
As
you
build
out
your
online
presence,
Linkedin
and
Google+
are
key
components
By
connecting
the
story,
images
and
presentations
you
created
to
your
Linkedin
profile,
you
facilitate
people
to
find
and
share
it.

4. ©2014 – CBNWS.com
HOW
CAN
WE
HELP
YOU
and
WHAT
DOES
IT
COST
We
can
help
you
transfer
your
real
world
reputation
into
the
online
world
How
does
it
work?
1.
Define
the
positioning
of
your
personal
brand
-­‐
Based
on
an
interview
2.
Content
creation
-­‐
Based
on
the
interview,
we
will
create
your
story
3.
Online
publishing
and
seeding
-­‐
So
it
will
appear
on
Google
search
4.
Create
context
-­‐
We
will
place
your
story
in
the
context
of
our
network
of
‘influencers’
worldwide
How
much
does
it
cost?
Year
one:
1.200
euro,
including:
-­‐
Your
story
based
on
an
interview
with
you
-­‐
Set
up
of
your
personal
landing
page
-­‐
Publication
and
seeding
of
your
story
-­‐
Placement
of
your
story
in
the
context
of
the
CBNWS
network
Annual
fee:
600
euro,
including:
-­‐
Updating
and
seeding
of
the
existing
story
-­‐
Creating
a
new
story
based
on
your
current
activities
and
achievements
-­‐
Publication
and
seeding
of
the
new
story
-­‐
Placement
of
the
new
story
in
the
context
of
the
CBNWS
network
Additional
options:
-­‐
Additional
story
–
600
euro
-­‐
Photo
shoot
–
600
euro
-­‐
Video
creation
–
600
euro
-­‐
Social
media
support
-­‐
900
euro
/
year
Improve
your
presence
in
your
social
networks,
like
Linkedin,
Pinterest,
Youtube
-­‐
Streamline
your
existing
online
content
–
600
euro
/
year
Presentations,
publications,
interviews,
etc…

5. ©2014 – CBNWS.com
WHO
ARE
WE
CBNWS
was
founded
by
Anouk
Pappers
and
Maarten
Schäfer
in
2002
in
Amsterdam.
Our
global
network
-­‐
CBNWS
has
curators
and
brand
builders
in
15
countries.
Our
mission
-­‐
Travel
the
world,
meet
people
with
a
vision
and
brands
with
a
purpose…
write
and
share
their
stories
to
inspire
others.
Our
core
business
-­‐
Creating
‘meaningful
content’
for
brands
and
personal
brands.
Our
portfolio
-­‐
We
created
content
for
over
600
brands
and
personal
brands
in
more
than
40
countries.
Examples
of
meaningful
content
creation
“Storytelling
expedition
into
Brazil
Food”
-­‐
for
APEX-­‐Brasil
(Government)
“Storytelling
Expedition
into
the
Middle
East
and
Africa”
-­‐
for
Kempinski
Hotels
“Riding
the
Route
66”
-­‐
for
Harley-­‐Davidson
“Around
the
World
in
80
Brands”
-­‐
Multi
client
projects
Anouk
Pappers
Brand
Anthropologist
Author
‘Around
the
World
in
80
Brands’
anouk@cbnws.com
Maarten
Schäfer
Storyteller
-­‐
Photographer
Author
‘Around
the
World
in
80
Brands’
maarten@cbnws.com

6. ©2014 – CBNWS.com
EXAMPLES
OF
PERSONAL
BRANDING
THROUGH
STORYTELLING§
Jean-­‐Baptiste
Santoul
Function:
CEO
Henkel
France
Positioning:
Sustainability
Expert
Country:
France
Roberto
Stern
Function:
CEO
and
Creative
Director
H.Stern
Positioning:
Creative
-­‐
Out
of
the
box
Country:
Brazil
Heela
Yang
Tsuzuki
Function:
Founder
-­‐
CEO
Fifth
Positioning:
Serial
Entrepreneur
-­‐
Cosmetics
Expert
Country:
South
Korea
Marc
Vincent
Capra
Function:
Founder
Sol
de
Janeiro
Positioning:
Creative
-­‐
Branding
and
Lifestyle
Expert
Country:
USA
Edouard
Malbois
Function:
Founder
-­‐
CEO
Enivrance
Positioning:
Creative
-­‐
Innovator
-­‐
Food
innovation
Country:
France
Maarten
Schäfer
Function:
Founder
CBNWS
Author
-­‐
Storyteller
Positioning:
Author
–
Photographer
-­‐Storyteller
-­‐
Globetrotter
Country:
Netherlands