Gatwick Workshop 14th April 2011

1. Building your personal brand online Lisa Harris, University of Southampton April 2011

2. Bio Lisa Harris is a Senior Lecturer in Marketing at the University of Southampton, Director of the MSc programme in Digital Marketing. She is an accredited tutor for the University of Liverpool online MBA programme, and has projects with Alan Rae investigating how ‘early adopters’ of new technology are using Web 2 tools to ‘punch above their weight’ http://lisaharrismarketing.com www.twitter.com/lisaharris www.slideshare.net/lisaharris www.delicious.com/lisaharris1 @lisaharris #CIMbrandyou

3. Where are you now? @lisaharris #CIMbrandyou

4. Your digital presence @lisaharris #CIMbrandyou

5. Rationale Maintaining a personal brand through online and offline networkingis becoming a critical aspect of career or business development It is essential that the nature of the information displayed online is going to encourage rather than discourage potential customers, collaborators etc. This workshop is part of an ongoing research project investigating the use of new technologies to build personal brands @lisaharris #CIMbrandyou

6. 21st Century Careers (JISC, 2009) Competition for employment in a global knowledge economy increased levels of self-employment and portfolio working growth of multi-disciplinary teams focused on specific tasks whose members might be physically located anywhere in the world life within a networked society blurring of boundaries between ‘real’ and ‘virtual’, public and private increasingly ubiquitous use of digital technologies. The video CV (4mins) @lisaharris #CIMbrandyou

7. “Life-wide” and “life-long” learning @lisaharris #CIMbrandyou

8. Dare you Google yourself...? @lisaharris #CIMbrandyou

9. How social media has helped my work Developing new contacts Sourcing newly published articles, calls for papers and relevant events to attend Tracking and commenting on the blogposts of key contributors to the field Keeping in touch, real time, with project participants and other key contacts www.lisaharrismarketing.com www.twitter.com/lisaharris www.slideshare.net/lisaharris www.delicious.com/lisaharris1 www.linkedin.com/in/lisajaneharris @lisaharris #CIMbrandyou

10. The blog @lisaharris #CIMbrandyou

11. Twitter @lisaharris #CIMbrandyou

12. Slideshare @lisaharris #CIMbrandyou

13. LinkedIn @lisaharris #CIMbrandyou

14. Delicious @lisaharris #CIMbrandyou

15. Exercise What do you consider to be the main a) benefits b) challenges in building your personal brand? @lisaharris #CIMbrandyou

16. www.sitevisibility.co.uk The site also has a useful online marketing podcast series available for free download

17. Online Reputation Management Syracuse University (NYC) has purchased a subscription to Brand-Yourself.com’s online reputation management platform for all 4,100 of its graduating students. It will help them monitor and shape their online presence during the job search process. According to a recent study by Cross-Tab Marketing services: 75% of HR departments worldwide are required to screen job candidates online 70% of recruiters claim they have rejected potential employees based on information surfaced online 50% say that a strong online reputation influences their hiring decisions to a “great extent” @lisaharris #CIMbrandyou

18. Your online portfolio A blog. Plenty of good advice here: http://www.slideshare.net/demler1/developing-your-personal-brand-through-blogging Twitter: guides can be linked from: http://www.twitip.com/personal-brand-how-to-build-yours-in-twitter www.teachertrainingvideos.com useful beginner guides (by @russell1955) http://www.slideshare.net/richardsedley/twitter-for-marketing-an-introduction-4639213 (by @richardsedley) LinkedIn http://www.thewebpitch.com/social-networking/are-you-linking-in/ Slideshare – for presentations (and now video aswell...) Be creative! See Ed Hamilton’s CV on Google Maps (45,401 views to date) http://tinyurl.com/ycvcfcx and Jay Foreman’s video history of London’s tube stations http://tinyurl.com/36rkt7k @lisaharris #CIMbrandyou

19. @lisaharris #CIMbrandyou

20. Linchpin @lisaharris #CIMbrandyou

21. “Linchpin” by Seth Godin It's now more essential than ever to become indispensable - to become a linchpin. Linchpins are essential building blocks: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos. If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldn't reach, then you have what it takes to become indispensable. It's time to stop complying with the system and draw your own map (from Amazon review) Seth Godin Interview (9 minutes) @lisaharris #CIMbrandyou

22. Beyond the CV "If you don't have a résumé, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up? Some say, `Well, that's fine, but I don't have those.' Yeah, that's my point. If you don't have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to me like if you don't have more than a résumé, you've been brainwashed into compliance. Great jobs, world-class jobs, jobs people kill for - those jobs don't get filled by people e-mailing in résumés." (Linchpin, p73) @lisaharris #CIMbrandyou

23. Case Study: Charlene Li Co-author of bestselling book ‘Groundswell’ (Amazon top 10 business book 2008) Voted most influential woman in technology 2009 by Fast Company magazine Author of ‘Open Leadership’ (2010) Formally an analyst at Forrester Research, now runs Altimeter Group Charlene Interview (6 mins) Charlene presentation (2 mins)

24. www.open-leadership.com

25. Marketing Plan for Open Leadership Contacts with 1000 influential business and tech industry bloggers – encourage them to review pre-publication 5 city book tour (USA and Canada) 2 million email contacts 43000 twitter followers, 45000 Facebook friends, 12000 blog subscribers Endorsed by ‘names’ such as Seth Godin, Marshall Goldsmith, Rosabeth Moss Kanter, Chris Anderson Webinar series Free chapter/model downloads from website

27. Crush It @lisaharris #CIMbrandyou

28. Gary Vaynerchuk Gary's slideshare presentation Gary Vaynerchuk Video (10 mins) “Crush it” reached top 200 on Amazon.com Gary’s advice - choose your medium based on your DNA: Introverted? Start with writing Extraverted? Try podcasts Animated? Utilise video @lisaharris #CIMbrandyou

29. A few notes of caution... Ongoing time and effort is required to develop and maintain online profiles, learn new tools and ascertain when best to integrate them into the mix. F2F brand building elements should not be forgotten – our research shows that it is not a zero sum game, good online networkers also tend to be effective communicators offline. As with most things in life, you get out what you put in, and persistence pays off. It is critical to be authentic.An *enduring* personal brand is not developed by basing it simply on ego, spin or piggybacking off the work of others... Boundaries between ‘business’ and ‘personal’ are blurring @lisaharris #CIMbrandyou

30. Exercise What will YOU do after this session to enhance your personal brand? @lisaharris #CIMbrandyou

31. Summary: personal branding components @lisaharris #CIMbrandyou

32. For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com @lisaharris #CIMbrandyou

33. Cloudworks Community http://cloudworks.ac.uk/cloudscape/view/2110 @lisaharris #CIMbrandyou

34. References Harris, L. and Rae, A. (2010) “Building a personal brand through social networking” Journal of Business Strategy Prensky, M. 2009. H. sapiens digital: From digital immigrants and digital natives to digital wisdom. 5 (3). http://www.innovateonline.info/index.php?view=article&id=705 Schawbel, D. (2009) Me 2.0: Build a Powerful Brand to Achieve Career Success Vaynerchuk, G. (2009) Crush It!: Why Now is the Time to Cash in on Your Passion Godin, S. (2010) Linchpin: Are you indispensable? How to drive your career and make a remarkable future Brogan, C. and Smith. J. (2009)Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust Mayfield, A. (2010) Me and my Web Shadow @lisaharris #CIMbrandyou