1. Personal Branding Blueprint
How to improve your personal branding on social media
Gerry Moran | @GerryMoran | in/GerryMoran | MarketingThink.com

2. The World Is Checking In On Your Reputation.
Are you in control?

3. You Build Your Reputation By Adding Value

4. .. ..
UR BRAND
How To Build Your Personal Brand
It’s easier than you think!

6. 5 Social Reputation Goals
1 2 3 4
Get
your brand
found
Get
your brand
viewed
Use content
to network
and footprint
Start to
engage
Press
Interviews
Influencer Blog
Interviews
Speaking
Engagements
Quotes for
Publications
5
Establish
your
influence
Company
Impact
First Touches Appointments Opportunities Pipe Acceleration New Job?

7. 70-90% of the buying
decision is made before our
customers contact us.

8. Your Reputation Can Impact The Customer’s Decision
Customer
begins due
diligence
Customer’s
first contact
Customer
purchase
decision
Your personal reputation and content on LinkedIn, Twitter and
blogging impacts this timeframe.
90%
Source: Forrester

10. Customers Look For You On Social For Solutions

11. Your personal reputation
gets you invited to the buying,
networking, hiring party.

12. “Personal brand is what
people say about you when
you leave the room.”
Jeff Bezos

13. Most B2B Purchases Start With A Search Engine
75%
Are you using your
reputation to be found
on LinkedIn, blogs and
Twitter by customers?
80% of all those searchers
only click results on the
search engine's the first page.
Source: Software and
Information Industry Association
Source: Software and Information Industry Association

14. What if 7 of top 10 Google results were negative …
about you or your company? Could that impact sales?

16. Your sales and marketing
team is being challenged by
search and social media.

17. Your social network is likely 92% different than your company’s owned
social media channel followers, so tap it.

18. Only you can tell your story to
the varied, segmented, and
incremental audiences.

19. Customers Trust You More Than Your Company

20. Your Reputation’s Impact Is Exponential
You
Coworker
Customer
Network

21. Social Reputation Becomes Social Influence…
Enabling Co-worker
Ambassadors and
Evangelists. Ability to
connect with online users
who can share your
message to a wide and
relevant audience
Building ‘Street Cred’
With Social Proof.
Increase your social proof
by building up your
reputation footprint.
Using Influencers To
Reach a Wider
Audience. Tapping
established thought leaders
to get your message in front
of their audience.
Source: Sensei Marketing
… which becomes sales.

22. Dell Monetized Their Employees’ Reputations

23. Customers Search For And Increasingly Trust Reviews
Are you using your
reputation to impact online
reviews?
Online consumer reviews are
the second most trusted form
of advertising. 70% of global
consumers surveyed
indicated they trust reviews,
an increase of 15% in four
years.
Source: Nielsen
70%

24. Customers Search For And Trust Earned Media
Are you using your
reputation to be a part of
the most trusted source of
advertising?
92% of people around the
world trust earned media,
such as word-of-mouth and
recommendations from their
network, friends and family
above all other forms of
advertising. An increase of
18% from 2007
Source: Nielsen
92%

25. Customers Trust Social Media As Learning Resource
Are you using your
reputation and network to
be THAT TRUSTED
RESOURCE?
Social media increased 75%
Y/Y as a trusted resource for
company information,
technical expert, person like
yourself, and regular
employees rank highest for
credibility after academics.
Source: Edelman Trust Barometer
75%

26. Customers trust social
media. Put yourself in their
shoes and use your
reputation.

27. I Gotta Get Me Some Of That

28. I want you to walk away with an understanding of 10 strategic
ways to use social media to amplify your reputation.

29. Make your brand
consumable, productized
and packaged.
Embrace modern marketing to
transform your reputation into findable,
consumable and sharable influence. 75%
of B2B buyers are
using social media
to help inform their
purchase
Source: IBM

30. Scale your reputation-building
plan.
Avoid spending too much time on efforts
that do not reach your intended
audience.
1%
of most
emails are opened.

31. Educate your network,
community and customers.
Avoid selling and embrace teaching,
and explaining ‘why’ something is
important.
76%
prefer different
content at each
buying stage
Source: Pardot

32. Use your profile as your
reputation’s launch pad.
Tune up your social brand on
LinkedIn and Twitter to look
like you know what you are
talking about.
49%
researched their
vendors by looking
at their LinkedIn
profile.
Source:IDGn

33. Customer-centric LinkedIn and Twitter account are the price of
entry
Work on your
curbside appeal
before you try to sell
yourself.
“Tidy up your house before
you invite any one over to
visit. Make it easy to walk in
and get comfortable.”
Source: Gerry’s great-grandmother
Picture source: Ben Hollingsworth

34. Differentiate yourself, your
content and your
engagement.
Stand out from the crowd by delivering
relevant content and participating in the
conversation.
68%
rely more on
content today than
they did last year
Source: Demand Gen Report

35. Watch. Listen. Respond.
Listen to the conversation and needs of
your network and respond with you
insights. Your network values that. And,
you’ll become and you’ll become a
trusted advisor.
63%
appreciate being
contacted at
the right time with
relevant content.
Source: DG

36. Incite action to reach you.
Make it easy and compelling for your
network and customers to take action
with your brand and contact you.
86%
are more likely to
engage when it’s
simple for them to
contact you.
Source: Harvard Business Review

37. Use Multi-Media.
Whether it’s a YouTube video, a
recorded video or a SlideShare
presentation, there many ways to
increase your reputation. It’s not all
about blogging.
42%
buyers have
been influenced by
watching a
relevant video
Source: IDG

38. Build A bigger network.
A larger network lets you intersect and
connect with a larger relevant network,
whether or not they are directly
connected to you.
44%
found vendors by
looking at shared
connections on
LinkedIn
Source: IDG

39. Speak Up. People Are
Listening.
Customers, influencers and co-workers
want to hear what you have to say. Be
relevant and original. Have a POV.
40%
LinkedIn members
follow influencers,
consume content
on the platform.
Source:IDGn

40. It’s Not About Judgment. It’s About Reaching More People.

41. Think of your social brand
like it’s a car. Stand out
when parked next another.
Optimize its performance to
win against your
competition.

42. I want to show you how to do that using your LinkedIn, Twitter
and blogging to and content to build your personal reputation and
amplify your company’s story.

43. Connect your branding,
content and social channel
dots to build your influence
and reach your goals

44. The New Calling Card Is Your Social Media Profile(s)

45. The New Networking Tool And Watering Hole Is Content

46. Do you Google yourself monthly?

47. Own Your Brand. Get Above The Fold!
Active
Diverse
Right Words

48. Help More. Have More. Make More.
1 post reached 6,216 people and generated 50 contributions to a conversation.

49. LinkedIn, Twitter,
blogging, etc.
Social Profile x Reputation = IMPACT
Content
Awareness, engagement,
registration, opportunities,
speaking engagements,
influencer connections,
interviews, sales, etc.

50. The Buyer Journey Is Not As Simple As This

51. Your Reputation Influences The Real Buyer Journey

52. Using Social Channels Like You Used Your VCR?
Did You Ever Get All Of The Functionality Out Of Your VCR?

53. LinkedIn Is The Biggest Gear For Your Brand

54. What happens when
someone is on the phone
with you the first time?

55. “OMG. You HAVE to check out
this sales guy’s LinkedIn
profile! Too funny!”

56. Who has a 100%-complete
LinkedIn Profile?

57. You can’t sell your house, before you
work on your curbside appeal.

58. You need LinkedIn All-Star status to be found via search.
So, complete and polish your profile.

59. There are a billion annual searches on LinkedIn. So make it
easier to be found than you are making it today.

60. 13 Words Never To Use When Describing Yourself
1. Guru
2. Expert
3. Humble
4. Generous
5. Honest
6. Rock-star
7. Guru
8. Legend
9. Maven
10. Nice Guy
11. Exceptional
12. Funny
13. Visionary

61. Pick 5 Keywords (and
variations) To Be Known For
1. Headline
2. Summary
3. Work Experience
4. Skills &
Endorsements
5. Anchored Text

62. LinkedIn profiles with pictures are 11x more viewed than
those without a picture. But you really need a good one …

63. LinkedIn Photos Show Up On Google. Make It Count.

64. Your LinkedIn Profile Pic Can Kill or Help Your Credibility
1. Avoid the LinkedIn
Profile Wall of Shame
2. Professional photo
3. Smart-phone photo
4. Photo will appear in
Google search
results

65. Most B2B Purchases Start With A Search Engine
80% of all those
searchers only
click results on the
search engine's
the first page. 75%
Source: Software and Information Industry Association

66. People Search For You. Use The Name They Use.
“Gerry Moran” or “Gerard Michael Moran”
Only my mother would find me!

67. Commonly Used Names Get Found Easier
1. Use the name that
others use
2. Lose the formal name
3. If people commonly
misspell your name,
then include that in
your profile so they
find you (e.g.,
Summary)

68. Your Network Might Be In Your Backyard
… so make sure you give them the right neighborhood to help you get found.

69. People Will Search For You Based On Your Location

70. Select The Biggest City Near Your Home Address
1. Largest and nearest
geographic location
2. Show up in geo-targeted
searched

71. Your Industry Might Define Your Brand
… so make sure you pick the right one.

72. Networks Can Search And Be Searched By Industry
1. Choose one to complete
your profile
2. You cannot change or
add

73. 1. Select the best
category that
represents you
Industry Category

74. Goldfish Attention Span is 12.5% Greater Than A Reader’s
Source: StatisticBrain

75. Hook Readers With A Strong LinkedIn Headline

76. Use A Headline To Tell Your Story. Not A Job Title
1. Not (just) your job title
2. Value proposition
3. Headline appears on
Google search results
page
4. Keywords increase
visibility with external
search engines
5. Tell your story

77. LinkedIn Headline for a Service Provider

78. 5 Minutes To Create Your
Personal Headline

79. Fine Tune LinkedIn Performance
By Getting Under The Hood

80. Who knows their LinkedIn address?
(Hint: It’s not just search for me on LinkedIn)

81. Create A Customized LinkedIn URL
1. A customized URL will help you
increase visibility to search
engines
2. Does NOT affect LinkedIn
search
3. Use a variation of your name if
it is already taken (e.g.,
gerrymoran1)
4. Use on Twitter
5. Use in your email signature

82. Anchored Text Increases Search Findability
1. Use anchored text
instead of actual URLs
to impact search
results
2. e.g., ‘My social media
speaking info’

83. Blogs Are A Key Influencer Tactic
Source: Technorati

84. Be A Blogger On LinkedIn To Influence
1. Apply to blog
2. Additional followers who are
not LinkedIn to you
3. Repurpose/syndicate
past content
4. Repository for your thought
leadership
5. Link to other key content or
activity

85. Be A Blogger On LinkedIn To Impact Your Profile
1. Immediate profile impact
under LinkedIn headline
2. 3 posts are visible
3. Eye-catching visual
4. Identifies your followers

86. 51% of buyers performed a
more detailed ROI analysis
before finalizing their
decision. Compared to 30% in 2012.

87. Customer-Centric Summary Connects The Dots
1. First-person
2. Easy to contact
3. Easy to read
4. Specialties
5. Key highlights
6. Humanizing/Humor
7. Key-word driven
8. Call to action

88. Great Example Of A Customer Centric Summary

89. 10 Minutes To Write Your
LinkedIn Summary.

90. Customers Use LinkedIn Groups To Make Decisions

91. Join Up To 50 Groups To Be Connect More Easily
1. Join up to 50
2. Engage in 5
3. Own conversation in 1
4. Another way to be
searched
5. Ability to reach out
directly

92. Refresh your past
job experience
with words and
phrases that
people use to
search on today.
Refresh your job from years agon

93. Continually Refresh Keywords To Help Others Find You
Source: Gerry Moran profile at 6/5/14. Only you can access these statistics by going to Who’s Viewed Your Profile ! Your Profile Has Been Viewed By x People In The Past Day ! click one of the four links
under the graphi

94. Keyword & Results-oriented Job Experience
1. Key words in job titles
and summary
2. Update regularly with
relevant key words
3. Results-oriented
4. Logos
5. Key take-away

95. A Recommendation Is A Key Sales Influencer

96. 10+ Recommendations On Your LinkedIn Profile
1. 10+ (per LinkedIn)
2. Ask for recommendations
3. Include great recommendations
4. Direct your recommenders
5. Give and you will receive

97. Multi-media Files Impact Early- and Mid-funnel Sales

98. People view 159,000,000 SlideShare pages monthly.
It’s owned by LinkedIn and is like a 24-7 sales person!

99. Videos, SlideShares & Articles To Show Your Expertise
Multi-media files included in Experience section. Multi-media files included in Summary section

100. A Positive Review Affects Buyer’s Purchases
Source: Dimensional Research

101. The psychological impact of 500+ contacts.

102. 10 Steps To Be A LinkedIn All-Star
1. Place a profile pic
2. List your name
3. Write a profile headline
4. Select your industry
5. State your location
6. Create a summary
7. List your past 3 jobs
8. Note your education
9. Chose at least 3 skills and expertise
10. Secure 50 LinkedIn connections

103. Turn off your network
update settings before
your make any changes

104. Turn Off Your LinkedIn Updates … Until You Are Ready

105. Now that you are all dressed up,
don’t be a wallflower. Let’s dance!

106. Twitter
Good: 2 links to your content, 2 RTs, 2 curated tweets
Better: 2 links to your content, 2 RTs, 2 curated tweets
Best: 2 links to your content, 2 RTs, 2 curated tweets
LinkedIn
Good: 1 daily status update, 2 weekly group
contributions
Better: 2 daily status update, 3 weekly group
contributions
Best: 3 daily status update, 4 weekly group contributions
Blogging
Good: 1 biweekly
Better: 3 per month
Best: 1 weekly

107. Your Customers & Network Expect Personalization

108. Don’t Be Like This Guy!

109. Send A LinkedIn Invite With Context and Personalization
1. Never automatic
2. Never from a mobile app
3. Always provide context
4. Always make a preemptive strike
5. Connect before you send
6. Cannot use hyperlinks, but bit.ly
links will work just fine

110. Respond To Each LinkedIn Invite Or Acceptance
1. Use to respond to an invite
2. Use when someone accepts
your invite
3. BUILD THE RELATIONSHIP
4. Humanize the interaction
5. Include calls to action
6. Include hyperlinks
7. Use words that will inspire a
response to continue
the conversation

111. Maximize Every Contact Touch Point

112. 20
LinkedIn posts per
month reaches 60%
of your audience.
Source: LinkedIn

113. Post 3 Times Daily To Increase Your Content Reach
Example of how one post was viewed 6,216 times
and generated 50 comments.
Recent 2-week count of messages and their reach
and engagement.

114. Post Daily On LinkedIn To Increase Your Reputation
1. Post at least once a day
2. Posting 3-5 times a day is best
3. Spread posts over the
course of the 24-hour day
4. Use a scheduling tool
5. Post more of the content
that gets shared

115. How To Message In A LinkedIn Group
10 insights for every
1 brand-centric link that you post.

116. Engage With Contact’s Updates To Sustain Relationship
1. 3 minutes a day in the morning
2. 2-line message
3. Great chance to interact and sustain
your relationship

117. Blog On LinkedIn To Expand Reputation
1. Repost current material
2. At least once a week
3. You’ll gain ‘followers’
4. You can be
self-promotional
5. Link to outside LinkedIn
6. Pay attention
to formatting
http://specialedition.linkedin.com/publishing/

118. Engage On Another’s Blog
1. Find relevant blogger
2. Add to the conversation
3. Begin a relationship
4. Make them look smart
5. Leave a breadcrumb like a
link, Twitter handle …
something subtle

119. Google+ Account To Help Your Your Brand

120. LinkedIn Profile In Google+ To Get Found More Easily
1. plus.google.com
2. Create account
3. Go to Account
4. Go to Edit Profile
5. Go to Links
6. Add LinkedIn

121. Know Your LinkedIn Limits!
• Company Name: 100 maximum characters.
• Professional Headline: 120 character limit.
• Summary: 2,000 character limit.
• Specialties: 500 maximum characters.
• Website Anchor Text: 30 maximum
characters.
• Website URL: 256 maximum characters.
• Position Title: 100 characters.
• Position Description: 200 minimum and 2000
maximum characters.
• Interests: 1,000 Characters
• Phone number: 25 character limit (Viewable
only to 1st degree connections if populated).
• Address: 1000 character limit (Viewable only
to 1st degree connections if populated).
• Skills: You may add up to 25 skills using 61
characters per skill.
• LinkedIn Status Update: You can use up to
700 characters unless you want to update your
Twitter status at the same time. Twitter®
updates are limited to 140 characters. If you go
over the 140-character limit, only the first 140
characters will be visible on Twitter.

122. How to measure the
impact of your brand and
reputation.

123. Score Your Personal Branding Improvement on LinkedIn
ACTIVITY PAST 90 DAYS NEXT 90 DAYS
1. LinkedIn Profile views | Company Rank
2. LinkedIn Update views, likes, comments
3. LinkedIn Blog followers 0
4. LinkedIn Network Growth Manually add
5. LinkedIn invitations to you Manually add
6. LinkedIn Invite acceptances Manually add
7. LinkedIn Social Selling Index
1. Click on Who’s viewed your
profile and record Profile views
Last 90 days into your scorecard
2. Click left arrow in Who’s
Viewed Your Updates and
record Views, Likes and
Comments
3. Click left arrow in Who’s
Viewed Your Updates and
record Views, Likes and
Comments
4-6. Record your
Connections, which will be a
combination of Invitations
received and accepted

124. LinkedIn Update Views, Likes, Comments
2-week view Per-post view

125. LinkedIn Update Views, Likes, Comments
3,481 3rd-level views
6,940 2rd-level views
4,487 1st-level views
Connections Explained
1st-level connection. Someone connected
directly to you.
2nd level connection. Someone connected
to one or more of your 1st level connections
at the 1st level but is not connected to you
at the 1st level.
3rd-level connection. Connected to one or
more of your 2nd level connections at the
1st level but is not connected to either you
or one of you 1st level connections at the
1st level.

126. LinkedIn Blog Followers

127. LinkedIn Profile Views

128. LinkedIn Keywords Help People Find You

129. Your Social Network Size

130. Maximize Every Contact Touch Point

131. Twitter is embedded in the culture of the world.

132. Use Your LinkedIn Photo For Your Twitter Profile Pic
1. Professional pic
2. Smart-phone pic
3. 400px x 400 px

133. Use The Name People Use To Search For You
1. Use your name
2. Test search on Google

134. Choose Twitter Handle Close To Your Name
1. Use your name
2. Test search on Google

135. How To Change Your Twitter Handle
1. Log in to Twitter.com and visit your
account settings pages from the
dropdown menu in the top right
corner.
2. On your account settings page,
change the username listed in your
username field.
3. If the username is taken, you'll be
prompted to choose another one.
4. Click Save changes at the bottom of
the page.

136. Use Your Signature To Build Your Reputation

137. Position Yourself With Your Twitter Profile
1. 160 characters
2. Tell your story
3. Hashtags
4. Humanize
5. Be casually professional
6. Google searchable

138. Manage Your Reputation On Google Searches
This Key words are key! shows up on a Google search

139. Optimize Your Twitter Profile For Geographic Searches
1. Geo-searches

140. Location. Location. Location.
1. Choose largest
geographic location
near your home

141. Link Your Network To Your Next Step Destination
1. Blog
2. LinkedIn

142. Another Good Reason To Customize Your LinkedIn URL

143. Tweets With Pictures Get More Retweets

144. 1. Use at least 6
pictures that are
professional
2. Infographics
3. Event pictures
4. Asset covers
Use Pictures in 50% Of Your Tweets

145. Use A Relevant Profile Background