Managing personal brand online
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A lot of people are talking about it, some are actually doing it, too many say they can do it for you. Only you can do it right. Find out how.
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Managing personal brand online
- 1. Managing Your Brand Online: Panacea or Pandora’s Box Robert Downing June 20, 2012
- 2. #1 Thing to Understand: HOW YOU CONDUCT YOURSELF ONLINE AFFECTS YOUR BRAND
- 3. Why Is This Important? • Affects your likelihood of success – Individual • Employability • Marketability • Success – Business • Marketability • Profitability • Success
- 4. How Is This Different Today? • The reach is much wider – Worldwide • The pace is much faster – Instantaneous • The potential payoff is much bigger – Fame & Fortune • The potential penalties are much bigger – The damage sticks around longer
- 5. Avoid 3 Common Pitfalls BRAND BUILDING STRATEGIES
- 10. What to Do When Things Go Bad… BRAND STRENGTHENING STRATEGIES
- 11. Have a Social Media Action Plan • There are things you should do – Before there’s a problem • Because there will be one! – Once you see that there’s a problem • You'd better see it! – In response to the problem • Respond, or suffer the consequences! – After the problem has been resolved • All problems are manageable!
- 12. Before there’s a problem • Plan your social media participation – Have a professional purpose • Create awareness? • Augment another program? – Have a professional focus • Pick your platform • Be present on social media – Participate regularly – Stick to the plan!
- 13. Once you discover a problem • Stay calm • Consider your response carefully • LISTEN to what is being said online, by whom, and where it’s being said • Treat comments and complaints seriously • Treat the person commenting or complaining with respect
- 14. When Responding to a Problem • Respond thoughtfully – Think about how you would respond to a customer complaint in “real” life – Don’t pick a fight – Don’t curse or use inflammatory language • Structure your response around the three As – Acknowledge there’s a problem/issue – Apologize for the inconvenience and any mistake you made – Tell the Action you are taking, so that the problem/issue isn’t repeated
- 15. Be sure to… • LISTEN carefully • Respond quickly – Don’t let the situation fester • Be a human – Don’t “lawyer up” figuratively or literally – Don’t offer canned responses • Leverage successes – Reiterate – Broadcast on other forums
- 16. And… • If nothing else works, move the conversation elsewhere – Email – Phone conversation – Encourage further interaction
- 17. Just Remember…
- 18. After the Problem Has Been Resolved • Take time to reflect on what happened – What caused the problem in the first place? – What, if anything, could you have done to make it better sooner? • Revisit and revise your social media plan – Be clear about your purpose & your focus so that you can keep your brand strong
- 19. Winding Up • It's a numbers game! • Do it yourself – Pick one or more social media platforms to use – Realize it takes resources • (#_platforms) X (mins/task) X (days/week) = investment_$$ • Use a brand management tool – Does it monitor, measure, and manage your social media platform? – Does it allow you to monitor, measure, and manage multiple social media platforms? – Does it make the best use of your resources?
- 20. Questions?
- 21. Monitor, Measure, and Manage Your Brand Online Robert Downing Robert.Downing@Anaceta.com www.anaceta.com
Editor's Notes
- Anecdotes to go with each main point. Professional Success Recruiters, employers and potential clients Google potential candidates before interviewing them. Recruiters and employers were asking job applicants for their Facebook passwords as part of the interview process. Potential customers & clients check businesses out on sites like Yelp and Angie’s List before calling or visiting.
- Wide Reach #McDStories weren’t all good ones. United Breaks Guitars becomes an unofficial hit record on YouTube. A Comcast Technician Sleeping on my Couch is caught on video while he’s supposed to be on a service call. The incident went viral on YouTube. Pace Within two hours of President Obama saying that the private sector of the economy was “doing OK” a political ad opposing him appeared online. Within two hours! Payoff Blentech’s “Will It Blend” channel on YouTube is a low cost viral video promotion that increased sales five-fold. This social media campaign was so successful that it’s now the lead on the company’s About page. http://www.blendtec.com/company/about Penalties Rep. Anthony Weiner tweeted inappropriate pictures of himself. Even though he apologized and took responsibility for his actions, his political career came to an end.
- Be Present online Claim your name Claim your company’s name When I Google my name a certain actor shows up. Doesn’t matter that we don’t spell our name the same. He has 40 years of the Hollywood PR machine behind his personal brand. Kind of hard to work against that. But even if you don’t have a name that’s easily confused with a movie actor, you have to consider what people find when they go looking for you and your company online. If they don’t find you or your company at all that can be as damaging as finding the wrong person.
- All of these images come from my company’s website, Anaceta.com. How many people in the world have the same name as you do or your company does? Or a name that is very similar? Claim your name and identity. And do it in a unique way. If you’re a individual professional, use your complete name. Include your middle name or initial. Include your maiden name. Why do you think newspapers publish the complete name of convicted murders? So that they won’t be confused with someone else, of course. Use that same strategy to your advantage. Think twice before using a nickname as part of your social media identity. Consider whether that nickname is in line with the professional image you want to project. You can associate your name with your company or organization. This is particularly effective for individual professionals. When Anaceta came out of stealth I established @AnacetaRob as my Twitter handle. My personal name and company’s name are now linked. As we’ve built our company’s presence online both are showing up more prominently in the search results.
- First of all, be human and remember that social media communication is a two-way conversation. You are representing your professional brand and/or your company. Don’t be full of market-speak. People won’t find you engaging. People online want to connect first and buy later. Don’t offer canned responses. Be sincere. Secondly, be consistent. Use the same branding elements (like handles, logos, and taglines) across the different social media sites. When people can recognize you in different places online that makes your brand stronger. Decide what your professional purpose is in participating in social media. And keep your focus on satisfying that purpose. This doesn’t mean that you can’t share personal info online. But it does mean that the focus and tone of your online presence should be consistent so you don’t come off as schizophrenic or unprofessional. Consistency is especially important if you segment your presence on social media. If you want some social media platforms to be for your professional brand and others for your personal contacts, you have to consciously and consistently manage that. For instance, if you want to keep Facebook for family and close friends only, then consciously set your privacy settings and be careful who you friend.
- Ultimately, it doesn’t matter what your privacy settings are. Things have a way of getting out. Think before you post or share anything online. Think twice before you trash-talk your boss, customers, or your competitor online. Think again before using profanity or embarking on a rant.
- Examples of social media platforms: Google+, LinkedIn, Facebook, Twitter, YouTube, etc.
- Yes, I’m mentioning “listening” again. It’s probably the best thing you can do in a difficult situation. And it’s probably the most difficult thing to do when you feel under attack.
- Even if you move the conversation to email, remember that it can still show up online. In responding: -Stay calm -Be thoughtful -Remain professional