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Pick me! Personal Branding & Networking

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Pick me! Personal Branding & Networking

  1. 1. Use the power of social media to promote your business & yourself! THE VALUE OF PROFESSIONAL NETWORKING, SOCIAL MEDIA & ONLINE PORTFOLIOS PICK ME! By Rachel A. Adler, Business Development Manager, Fairfax County Economic Development Authority
  2. 2. 2 The Greater Merrifeld Business Assoication (GMBA), a non-profit organization formed in 1984 to bring together businesses in Merrifield, is a networking group, a community advocate, and a place to promote how people live, play, work, eat, and shop in Merrifield. Enjoy fine dining, watch a movie or take in a concert on the oversized outdoor screen, enjoy a short commute to work, shop at specialty stores, or attend one of our fun festivals. Merrifield has it all. Membership in GMBA offers a variety of benefits to anyone who desires to promote their business. Additionally, there are volunteer and sponsorship opportunities available. We invite you to contact any of our board members, or attend our next luncheon or mixer to get to know us and learn more. . For more information, call GMBA at 703-208-1161 or email at Secretary@GreaterMerrifield.org The Greater Merrifeld Business Assoication (GMBA)
  3. 3. Agenda • Social media platform overview • Creating a personal brand • Twitter • LinkedIn • Digital portfolios • Homework • Final thoughts
  4. 4. Rachel A. Adler Adler is a Business Development Manager at Fairfax County Economic Development Authority. You can find me at: @RachelA_Adler I am Rachel A. Adler Hello!
  5. 5. “Don't post anything online that you wouldn't want published on the first page of the New York Times.”
  6. 6. 6 As social media usage continues to grow at a steady rate it’s essential that entrepreneurs and marketers implement a social media marketing strategy for their business - and a key part of any successful strategy is understanding the stats and trends that can affect the outcome of your efforts. How we use social media daily: • Communication • Building relationships • Reputation management • Customer service • Information • Entertainment 81% 81% of Millennials check Twitter at least once per day 76% Facebook Users visit the site daily in 2016- up 6% over last year. 17 Min The average LinkedIn user spends 17 minutes on the site per month. Social Media? WHY
  7. 7. Social Media Usage Statistics • Ninety-five percent of online adults aged 18 to 34 are most likely to follow a brand on social media. Think about your existing audience and who else you would like to reach. Figure out what social networks those people are most likely to use and create social profiles on those networks. (Source) • There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day. There’s no question about it. Your social media campaigns should be optimized for mobile because that’s how a majority of users will view your content. (Source) • Seventy-one percent of consumers who have had a good social media service experience with a brand are more likely to recommend the brand to others. Social media is an effective customer service tool and can be used to increase brand awareness to win over potential new members. (Source) • Visual content is more than 40 times more likely to be shared on social media than other types of content. Social media is a visual platform, which means it’s important to create visually- appealing content in addition to innovative and interesting copy. (Source) 7
  8. 8. 8 TOPS OF 2016: DIGITAL The Stats Digital Media Surprisingly, the heavy social media user group isn’t Millennials. In fact, Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spending just over 6 hours per week. They’re female, 25% of their time online is spent on social media (vs.19% of males), and they reach across cultures. They’re likely to be on Facebook on Sundays via smartphone, while watching primetime..
  9. 9. ONLINE ADULTS AGED 18-34 ARE MOST LIKELY FOLLOW A BRAND VIA SOCIAL NETWORKING (95%). Think about your audience and see where they are most likely to follow your brand. (Source: MarketingSherpa)
  10. 10. 150 Million People use Pinterest Every Month A jump of 50 percent in 12 months indicates something happening on the platform that all companies—small businesses and behemoth brands alike—can pay attention to $35 BILLION Social media ad spending is likely to exceed $35 billion in 2017, representing 16% of all digital ad spending globally. $750,000 per day Snapchat’s Sponsored Selfie Filters, which could cost up to $750,000 per day, are forecasted to reach 16 million viewers daily
  11. 11. Not All Social Networks are Equal
  12. 12. YOU NEED TO THINK AND ACT LIKE YOU’RE RUNNING A START-UP: YOUR CAREER. Reid Hoffman, Linkedin co-founder, Author of The Start-Up of You
  13. 13. How Are You Perceived? Online Reputation • When is the last time you Googled yourself? • What do search results say about you? Professional Relationships • What do your colleagues & managers say about you? Personal Relationships • What do your friends and family say about you **Audiences tend to trust people more than corporations**
  14. 14. Creating a Personal Brand What are Your Goals? • Gain awareness (be visible) • Build trust (be consistent) • Earn loyalty (be valuable) 3 Steps: 1. Discover who you are I. Your USPs (Unique Selling Points) II. Your passions III. Your skills 2. Create your identity I. Consistency is key 3. Make it visible
  15. 15. Facebook Create a Facebook Fan Page (Public Figure if you are your brand) And Contact information to CTA (Call to Action) Add Social Media Accounts as Fan page tabs Create an Instagram & Facebook – if you have a product. If you are using Facebook – use Facebook For Business: Facebook Business gives you the latest news, advertising tips, best practices and case studies for using Facebook to meet your business goals. https://www.facebook.com/business
  16. 16. HOW TO CREATE A FACEBOOK BUSINESS PAGE Step 1: Choose a Classification. To begin, navigate to https://www.facebook.com/pages/cr eate.php. This page will showcase six different classifications to choose from: Local Business or Place Company, Organization, or Institution Brand or Product Artist, Band, or Public Figure Entertainment Step 2: Complete Basic Information. Finish “About” Section Upload Profile Picture Add Favorites Reach more people.
  17. 17. HOW TO CREATE A FACEBOOK BUSINESS PAGE Step 3: Understand the Admin Panel In the top navigation, you'll see an option for "Settings." Click that. Along the left side, a vertical navigation bar with different sections should appear. We'll focus on three core ones now: Page Info: This is where you can add additional details about your business. This section will also unveil different fields based on the classification you chose in Step 1. Notifications: This section allows you to customize when and how you'd like to receive Page alerts. Set a frequency that fits your social media marketing schedule. Page Roles: Whether or not you'll be the main manager of the Page, there may be others at your organization who need access to your Facebook Page. Here, you can invite other colleagues to make changes to your Pages. Some common use cases here include: A public relations manager who needs to respond to any delicate questions. A support representative who can assist those asking technical questions. A designer tasked with uploading new photo creative to the Page. Step 3: Populate Page with Content Plain text status Photo with caption Link with caption Video with caption Event page Location check-in
  18. 18. HOW TO CREATE A FACEBOOK BUSINESS PAGE Step 5: Measure Your Growth Facebook has embedded in some decently helpful metrics for us to take advantage of. Simply click the "Insights" option in the top navigation to see the following: Overview: This tab shows a 7-day snapshot of your metrics such as Page Likes, post reach, and overall engagement. Likes: This tab shows your overall fan growth and losses. If you're employing paid efforts, you'll be able to see the breakdown of paid versus organic growth. Reach: This tab highlights the raw number of people your Page is reaching every day. If you notice spikes on a specific day, try cross-checking what you posted that day to see if you can replicate that reach. Visits: This tab indicates where on Facebook your viewers are coming from. You can see the difference in visits on Facebook Timelines, your information tab, reviews, and others.
  19. 19. A Quick Note About Facebook Companies use Pages, so can individuals Think you’re private? Think again. • Manage privacy settings • Be comfortable with what you post Read more: Being Professionally Personable on Facebook (Harvard Business Review)
  20. 20. What is Instagram? Free smartphone app used to capture and share the world’s moments Fast, beautiful & fun way to share your life with friends through a series of pictures and videos
  21. 21. Why Use Instagram?  Consumer change Consumer behavior and shift towards visual content 80% of the brain is dedicated to visual processing  “Content is king, distribution is queen, and she wears the pants,” said Jonathan Perelman, VP of Agency Strategy at BuzzFeed Instagram allows you to create and publish content easily Source content Get influencers and locals (including photographers) to help build your content bank by introducing your own #hashtag Republish content (and give credit) to your content creators (when they use your # or give you approval)  Highly engaged community
  22. 22. Taking People With You Instagram is great for showing a moment or a snapshot Great Instagram accounts take their followers with them…  On the road  Behind the scenes  Sneak peaks into new products or events Think Instagram is just for younger consumer audiences? These B2B brands can make you think again.
  24. 24. Using Instagram  Newsfeed  just like Facebook where you’ll find images from the instagrammers you follow  Explore  find instagrammers and topics using #hashtags  Take a pic or video, upload an existing image or video file  Your notifications  See who’s followed, liked or commented on your pics  Your profile  See your bio, followers, who you’re following, your pics & pics you’re tagged in
  25. 25. Hashtag = Content Distribution  Use ones relevant to your destination (research in www.iconosquare.com )  Add popular hashtags to relevant images to grow audience & engagement #qotd #instagood #photooftheday  Add a unique hashtag to source content and build a community  Communicate your hashtag in your profile  #CalmYourFarm  too many hashtags or ones that don’t make sense will be ignored (especially in the 1st comment)
  26. 26. Instagram Extras  Repost  Snapseed  PicStitch/PicFrame  Hyperlapse  TimeHop  Top hashtags & users
  27. 27. SOCIAL MEDIA ADVERTISING BUDGETS HAVE DOUBLED WORLDWIDE OVER THE PAST 2 YEARS—GOING FROM $16 BILLION U.S. IN 2014 TO $31 BILLION IN 2016 But despite this growing investment in social advertising, 46 percent of B2B marketers say they’re unsure whether their channels have generated any revenue for their business.
  28. 28. Twitter: Personal & Brands
  29. 29. Twitter Shorthand  RT – Retweet  MT – Modified Tweet  # - Hashtag  @ - Tweet directed to specific user  .@ - Tweet directed to specific user that your followers can see
  31. 31. Build Your Profile • Header photo (1500 x 500 px) • Profile photo (400 x 400 px) • Name • Bio (max 160 characters) • Location • Website • Theme color • Birthday
  32. 32. Who to Follow
  33. 33. Create/Subscribe to Lists Lists are curated groups of Twitter users – create your own or subscribe to ones created by others Useful for reading tweets, not tweeting to a specific group
  34. 34. How to Tweet 140 character limit (includes text & spaces) Twitter counts the characters for you If you have more to say Quote a tweet / Retweet Try abbreviations to fit limit Links & images take up no characters Retweeting lets you repost to your followers or comment
  35. 35. What & When to Tweet  What? Look at trending topics Mix of professional & personal Source attribution  When? Depends on your audience and geographic location Live tweet events or TV shows Participate in Twitter chats Schedule it!
  36. 36. What is a Hashtag?  Word or phrase beginning with a # symbol with no spaces or punctuation: #tbt #dcjobs #GRAMMYs #entrepreneur  Hashtags group conversations about topics making them easier to find, follow, and join  Extend your own brand and distribute your content to certain interests and groups
  37. 37. Writing Great Tweets Know the difference between voice and tone. Voice doesn’t change, but a business’ tone should vary based on a situation. If a follower did not have a positive experience, a business’ tone may be more sympathetic and understanding. Talk with people, not at them. Reply to @mentions and address both positive and negative feedback. It’s a real-time network, so businesses shouldn’t keep followers waiting too long. Keep Tweets conversational. Be professional without being overly formal. Avoid business jargon when possible. Think about how your content will be consumed by your followers. Would they want to retweet it or pass it along to others? Incorporate humor, inspiration and newsworthy content to draw followers in. Need more help? Twitter’s downloadable #MtgKickstart resource. 37
  38. 38. Crafting the Perfect Tweet Use hashtags & links together Don’t hashtag overload (2 = ideal) Tweet longer (120+ characters work best) Clear Call to Action (CTA) Urgency Tweet frequently (1-5 times per day) Use pictures (2x engagement) Read more: 10 Tips for Crafting the Perfect Tweet
  39. 39. Anatomy of a Perfect Tweet
  40. 40. TWEETS WITH IMAGES RECEIVED 18% MORE CLICK- THROUGHS, 89% MORE FAVORITES, AND 150% MORE RETWEETS. Buffer (Source: https://blog.bufferapp.com/the-power-of-twitters-new- expanded-images-and-how-to-make-the-most-of-it) 40
  41. 41. Share a Variety of Content Read more: How to Balance Your Personal and Professional Brand on Social Media
  42. 42. Twitter Tools  Publishers Tweetdeck Hootsuite Buffer Sprout Social IFTTT (if this then that) – triggered actions, not just for Twitter  Analytics Twitter Analytics SocialBro Twitonomy  Content Discovery Klout – curates articles based on your interests, allows you to schedule and improves your social influence Nuzzel – discover what your friends are reading
  43. 43. Branding Yourself on LinkedIn
  44. 44. Complete Your Profile  Professional photo  Descriptive headline  Experience, education, certifications Organizations, volunteer work  Publications (articles, videos, photography) Header Image Images and video make your profile stand out. The large header image is like a billboard where you can utilize that real estate to brand yourself. Currently, the image size is 1400 x 425. When the new desktop redesign rolls out, which you can expect anytime the image size will be changing to 1536 x 768. Video is driving social media engagement across all social platforms. You can upload a video to your profile such as a company video and you can post videos in your status updates.
  45. 45. LinkedIn Profile Checklist • Photo: Professional, high quality • Headline: Tell people what you’re excited about now & what you want to do in the future. • Vanity URL: Make yourself easy to find. • Summary: A few short paragraphs of what motivates you, what you’re skilled at, and what’s next. • Experience: Jobs you held and accomplishments at each. Include photos, write ups, or videos. • Recommendations: Ask managers, peers, or co-workers to write a recommendation. This gives authority to your strengths and skills. • Education: List all of your educational experiences, including summer programs. • Courses can show skills & interests you’re most excited about • Volunteer Experience & Causes • Skills & Expertise: Add 5+ skills you want to be endorsed for. • Honors & Awards: Don’t be shy to brag about your accomplishments. • Projects: Showcase digital campaigns or projects. • Interests: Add anything else about yourself; helps with search! • Organize sections
  46. 46. LinkedIn 2017 Updates • Explore the homepage • Tour the Me section • Get to know search • Messaging • Recruiters • Check out Notification Transform Your LinkedIn Profile for 2017 • Make a list of anything that has changed in the past year. • Write about who you are at your best. What accomplishments have you made in the past year Update your headline • Highlight those experiences and skills your target audience wants. • Focus on what makes you unique. • Create an informative headline. • Optimize the summary section (SEOO/SEM) • Update your recommendations • Add new media including your header image
  47. 47. LinkedIn Publishing  Way for members to contribute professional insight  Long-form content becomes part of your profile  Searchable on and off LinkedIn  Added to Pulse section (if content is relevant) For more information on how to get started please see SlideShare. 47
  48. 48. Make Connections & Find News  Join groups based on your… Area Industry Interests  Start and join discussions  Use Pulse to find news Comment Share with your network
  49. 49. Build Your Digital Portfolio
  50. 50. About.me Personal homepage Summary Location Job history Education Interests Link to social profiles
  51. 51. BrandYourself.com Mission: help people take back control of their own lives online Look better in Google results Digital resume Social stream Links to additional projects
  52. 52. Why You Need to Build a Website A website isn’t static; it’s dynamic Having a website makes you more findable Not many people have one – having a website can help you stand out. You gain some new skills Top Free Personal Website Builders: Self-Made/Self-Hosted Tumblr Flavors.me Weebly Wix EnhanceCV Re.vu Enthuse.me Designedyou.com
  53. 53. Personal Blogs
  54. 54. Guest Blogging Blogging is one of the best ways to build your visibility, credibility, and brand message online. Recruiters and hiring decision makers routinely search the blogosphere when they're vetting candidates. Do some research before diving in: Look for blogs relevant to your expertise and/or industry. Find out which blogs the recruiters and hiring decision makers you want to attract are visiting. Some ideas to find the right blogs: Consult with your professional network. Do a Google search of relevant key words for your industry/field and your areas of expertise. Use the LinkedIn Groups search feature to connect with relevant professional networks. Look at the blogrolls
  55. 55. Canva.com Canva makes graphic design amazingly simple for everyone. Ready to get creative? Everyone is designer. 1. Know Your Key Messages 2. Keep It Simple 3. Be Consistent 4. Use Purposeful Hierarchy 5. Consider Text Formatting
  56. 56. Recruiting: Finding & Vetting Candidates  LinkedIn Recruiter Powerful search capabilities Contact candidates through InMail Track & manage talent to hire now or in the future  Twitter Searches & Chats Participate in chats (ongoing or create your own) Follow hashtags used by job seekers #hireme #needajob #resume #unemployed #MBA #jobhunt  Facebook Directory Search pages, groups, users
  57. 57. Digital Brand Scorecard • Strategically Aligned • Believable/Instill Trust • Sounds Like a Person not a brand (This is for personal branding) • Distinctive & Visual (Remember Canva.com is your best friend) • Engaged & Responsive • #HugYourHaters • Consistent • Frequency • Audience Growth in followers & conversations • Integrated across platforms Regularly assess your digital presence. Rate each component (1- 5). Add them & divide by 10 for your score.
  58. 58. Align Social Media With Business Goals • Be intentional • Be distinctive • Add value, not noise • Apply best practices • Be visible & visual • Have a consistent voice • Be time, energy & resource efficient • Monitor, measure, refine Identity Visibility Credibility
  59. 59. Automate Everything – But be HUMAN You have better things to do than execute the same repetitive tasks over and over again. When it comes to social media marketing, automation is everything. Here’s a short list of some of the tasks you can automate now and no longer waste your time on: Following people back when they follow you Retweeting interesting messages on Twitter Mentioning other users in your messages Responding to direct messages Automating posts from another expert’s website Posting to LinkedIn ,Twitter, or Facebook from another network
  60. 60. Final Thoughts • Personal branding is a way to: • Establish credibility • Grow your network • Attract opportunities • Before you post, ask yourself... • Is it valuable? • Does it fit with my personal brand? • Did I include source attribution? • Did I add relevant hashtags?
  61. 61. Your Homework Create or update your LinkedIn profile • Goal: connect with 30+ people by end of month • Post or share an update at least once/week • Leave and request a recommendation from colleague/manager If Twitter is right for you… • Create/update your branded profile • Have a conversation • Share news/relevant posts to your audience
  62. 62. Thanks for downloading DOWNLOAD MORE https://www.slideshare.net/Radler27

Hinweis der Redaktion

  • We know that one. But what are the other rules?
  • From new digital devices coming to the market (and grabbing headlines) to the growing interest in virtual reality thanks to new apps, 2016 was a big year for digital..

    In 2016, Facebook again took the lead as the top smartphone app. The social networking app had more than 146 million average unique users each month, a growth of 14% from last year. Facebook Messenger came in second with over 129 million average unique users each month, followed by YouTube with more than 113 million average unique users each month.

    Among the top 10 smartphone apps, the apps with highest year-over-year change were Amazon App and Instagram, with 43% and 36% growth in users from 2015, respectively.
  • http://marketingland.com/pinterests-monthly-user-base-hits-150-million-people-50-last-year-194668
    The actual number is $35.98 billion if you want to get technical. That represents an increase of almost $13 billion in just two years. Not only that, it means that social media will have maintained consistent growth (of about $6 billion every year) for nearly half a decade. Often these trends rise rapidly for a year or two and plateau. If social media advertising spend continues on this curve, there’s no telling how the industry and tools will evolve.
    But that kind of spending must reflect just how expensive the ads themselves are, right? Well, actually…

  • https://hbr.org/2015/08/being-professionally-personable-on-facebook
    •60 million photos are uploaded
    •84.4 million comments are posted
    •1.6 billion likes on photos

    Source: http://www.slideshare.net/homehelper/visual-creative-thinking-1260733 & http://www.socialmedianews.com.au/social-media-statistics-australia-february-2014/
  • Source: http://blog.viralheat.com/2013/09/12/instagram-for-business/
  • Twitter is not just for posting about your company or industry – show your true self with a mix of professional and personal tweets.
  • Who to follow appears on the right side of your timeline
    Click through to searchable area
    Find friends also available under Settings

    Verified account – blue check mark indicates an authentic identity https://support.twitter.com/articles/119135-faqs-about-verified-accounts
  • Trending topics showcase the most popular conversations happening on Twitter. Using these hashtags or contributing to the topic gives you exposure to a group of people you may otherwise never reach.
  • https://blog.bufferapp.com/writing-great-tweets-scientific-guide
  • Source: http://simplymeasured.com/blog/2014/06/02/10-tips-for-crafting-the-perfect-tweet/#i.1q1qnz3yd6cvsu
  • How To Write The Perfect Tweet Blueprint https://marketingthink.com/how-to-write-the-perfect-tweet/ via @GerryMoran
    Wow! Check out this incredible post from @phenomenalseo on http://phenomenalseo.com. http://phenomenalseo.com/successful-tweets/
  • https://www.forbes.com/sites/lizryan/2016/12/10/how-to-update-your-linkedin-profile-for-2017/2/#2348553045fd
    Write about who you are at your best. When accomplishing your goals, earning recognition, or feeling energized about your career, what qualities, skills, knowledge, and experiences are you leveraging? Sketch that out for yourself. The trick, of course, is really focusing in and having the self-awareness to present an accurate portrayal.
    Highlight those experiences and skills your target audience wants. This is the “What’s in it for me?” (WIIFM) rule of marketing. Keep in mind that people need to quickly realize what value you offer them, so think about who you want to reach — recruiters, potential clients, peers — and how you can communicate what is most relevant to them.
    Focus on what makes you unique. Assume that anyone reading your profile can pull up a list of dozens of professionals with qualifications similar to yours. Find a way to establish your credibility by demonstrating that you possess the essential qualifications required to achieve your goal without blending in with everyone else. Pay attention to how your distinct combination of attributes will achieve your objectives.
    Create an informative headline. The 120 characters that appear just under your name on your profile is critical space. Most people list their current job title or a vague description of the type of work they do. But think about who you want to find you and why and imagine you had only 120 characters to convince them to consider you. You’ll probably use this space a bit differently now, won’t you?
    Optimize the summary section. Many people don’t use this space, or if they do, insert a bulleted list or a few sentences filled with buzzwords and clichés. As with your headline, consider how you can use this space strategically. Macpherson recommends a first-person, conversational narrative.

  • http://www.business2community.com/linkedin/7-steps-transform-linkedin-profile-2017-01741771#r3PQe7jSRJokgXvr.99
  • Source: http://collegeinfogeek.com/personal-website/
  • Source: http://www.webhostingsecretrevealed.net/blog/web-design/20-best-personal-websites-in-2013/
  • The bottom line is this: the more you automate, the more time you have to manage other aspects of your business or create great content for your posts. Simply put, it’s a must do for active business owners.

    A word of caution: automation is necessary, but being human is still important. Don't fall into the trap of thinking that because you have your systems and processes automated, you don't have to actually authentically participate or engage with people in real-time anymore. Strive to automate while still keeping things personal.