Presentation given on March 10, 2015.

1. Creating a Personal Brand &
Using Social Media Effectively
!
NAPA COUNTY BAR ASSOCIATION
3/10/15
presented by Robin Frank

2. Yours Truly
Social Media
!
I work with
companies large and
small to help them
build and tune-up
an engaging online
presence.
!
I’m known as a
dynamic speaker
and speak regularly
at national
conferences,
companies, and
events.
Personal Branding
!
I help individuals in
many fields create
powerful personal
brands.
!
My personal branding
strategy is featured in
the recent book
“Digital Marketing”
written by Larry Weber
and endorsed by Reid
Hoffman (Chairman,
Founder/LinkedIn) and
John Donahoe (CEO/
eBay).
Reboot Camp
!
Innovative program to
help Moms confidently
re-enter the workforce
after a break.
!
Six inspiring and
pragmatic sessions
cover topics from
networking and
interview skills to social
media and personal
branding, plus two
hours of one-on-one
coaching.
Mom
!
Twin 8 Yr old boys
!
Live in Mill Valley

3. “Instead of creating life, I’ve decided to just establish an online persona.”

5. No Shortage of Guides on Personal Branding

6. BUT…No One
Connects the Dots
• Branding
• Psychology
• Social Media/LinkedIn
• Networking
• Online Marketing
• Content Strategy

7. Today’s Workshop
• How to create a unique personal brand and
online persona
• Easy strategies for being memorable when you
interact with others online and offline
• Networking to get the meetings you want
• Putting LinkedIn to work for you

8. Let’s Dive In!

10. Developing Your Brand Will Help YOU
• With your current job
• Your next job
• Find partnerships
• Build relationships
• Network and unlock opportunities
• Get more clients

11. Transparency is Sexy
• Your brand is your character in action
▫ Not a slogan/ad campaign, but a living thing
▫ Driving force - what you stand for, what sets you apart
• Tell people clearly and memorably what you do
▫ So they can spread the word
• Get clear on your attributes
▫ Not contriving an image you think will be accepted
▫ Which are vital to your success? What do you offer the world?

12. The High Cost of Being Forgotten
• The best opportunities come when a friend/colleague
refers you to another: Word Of Mouth
• How do you make it easy for people to remember you?
• How do you not blend in?

13. What Makes a Personal Brand Compelling?
WHO YOU ARE
Short mantra – what you want the listener to remember most about you
!
WHAT
Tag line – how you add value + your unique benefits, how what you do is
different
!
WHY
Passion - why you do what you do
!
GOAL
What you want – customized for different audiences so the listener knows
what you are asking

14. Who: The Art of Pitchcraft
• Whether you are trying to raise capital, promote
your company, or promote yourself – an Elevator
Pitch is essential

15. What: A Great Pitch Includes
a Powerful Brand Mantra
• Quick, punchy, memorable
statement
▫ Communicate your message
clearly to someone who
doesn’t know you
• Practice & Planning
▫ Deliver it on the spot under
pressure
• One minute to say it all

16. What
• How do you add value?
• What are your distinctive benefits?
• How is what you do different from what others like you do
– brand value proposition
• “I help people imagine and create their brand online
quickly and efficiently.”

17. Why: Get at the Passion Behind What You Do
• Psychology - People don’t buy what you do; they buy WHY you do it
▫ The WHY talks to an area of the brain that controls behavior and decision-making
▫ Your enthusiasm shines through - people biologically more apt to agree with you
!
•Example: Apple (Simon Sinek)
▫We make great computers – they are beautifully designed, perform well and are easy
to use, want to buy one?
▫Everything we do, we believe in challenging the status quo, thinking differently. The
way we do this is by making products that are beautifully designed, simple to use,
and user-friendly, and they happen to be great computers - want to buy one?

18. The WHY is Powerful
• What grabs people’s attention
and makes us memorable is not
what we do, but why we do it
!
• Why you do what you do - this
reflects your passion
!
• Most people skip their why –
they see it as less significant
!
• This is where our personal
values, our vision, and our
enthusiasm comes through

19. Goals
• What do you want?
• What are you trying to accomplish?
• This determines how and where to focus your personal
branding efforts including what type of a digital presence
makes sense

20. The Royal We
• WHO: I am a navigator – I help people find their way
• WHAT: I help people imagine and create their brand online quickly and
efficiently
• WHY: I love helping small businesses and entrepreneurs create a
compelling persona that conveys their passion and expertise – getting
them where they want to go personally and professionally
• GOAL: I’m looking for 1-2 more clients. Do you know anyone who who
would benefit from a compelling personal brand and solid online
presence to get to the next step in their career or business?

23. 3 Reasons Lawyers May Not Want To
Use Social Media
• They don’t think they can get clients
from online activity
!
• They started using social media to
attract clients, and gave up because
it wasn’t working
!
• Traditional law firm marketing is
designed to increase business, and
this runs counter to the information-
and relationship-based principles of
social media

24. How To Have Others Think of You
When They Are Asked For a
Referral
• Have a compelling and
memorable personal brand
!
• Have a more visible social
media presence - LinkedIn
profile + network + posts/
blog + groups

25. • Update your profile
▫ Whether you are job
hunting or not!
▫ Keeps you top of mind
with your friends and
connections
▫ Particularly if you post
updates as well
It’s a No-Brainer

26. Just How Important is Your LinkedIn Profile?

27. Before You Start - Be
Strategic to Be Effective
• Why are you on LinkedIn?
• Guides what you include, who you connect with, what you share, which groups you
join, and your settings
• Seeking out strategic alliances to help build your client base
• Developing relationships with people in specific industries
• Gaining information about clients, competitors, industries
• Searching for employment
• Establishing your expertise
• Developing a web presence for you individually, outside of your firm’s website
• Maintaining contact with real-world connections
• Identify Your Audience
• Whose attention do you want? f you are looking for a job, you want attention from
law firm managers, hiring directors, recruiters or human resources departments at
specific types of companies. By contrast, if you want to build your client base, want
your profile to resonate with in-house counsel or small business owners.
• Think about the needs of your audience and the search terms they use to find
people or information on LinkedIn, the kinds of content interests them and the
kinds of people they want to connect with

28. Customize Your Profile URL
• While on your LinkedIn profile page, your URL has some strange
characters and looks funny - this is not the URL you want to share
• Click the Edit icon next to the URL link under your profile photo
• First come/first serve
• Use it below your email signature, blog, business card, etc.

29. Use a Good Image
• Your photo sends a strong
message of who you are
• Use a head shot with a clean
background, a smile and a
clear view of your eyes
• Best photo is a smiling face
and a little bit of your
shoulders
• Make sure it isn’t blurry, or
grainy

30. Optimize Your Headline
• Most people only look at your picture and headline
• Craft a compelling headline
• You have 120 characters to play with – maximize it
▫ Keywords used by ideal clients to search for what you offer
▫ Create a word cloud of your job description
▫ 3 keywords that represent your job history and ideal job
▫ Use "Show examples" and "See what others in your industry are
using"
• Watch “Who’s viewed my profile” to see if changes have an impact
on views

31. Beef up your summary section
• 3-5 paragraphs - bullets in the middle
• Walk through your work passions, key
skills, unique qualifications, and
industries
• Template
▫ What you do - what problem do
you solve and how?
▫ How you are different?
▫ Why you do what you do?
▫ How did you get where you are
today? Explain concisely in a way
that makes you look interesting
and motivated.
▫ What do others say - credibility
• End with a call to action/contact info

35. Don’t Just Say It, Display It!
• Portfolio feature - you can add photos, videos, documents,
linked articles with images, screenshots, audio recordings, and
SlideShare presentations
• Highlight work samples, client work, launches, special
projects, press, and tweets from speaking engagements.
• Not many are using this yet

36. 90% of information transmitted to the brain is visual,
and visuals are processed 60,000X faster in the brain
than text

37. Volunteering is Powerful
• Include organizations supported and projects you have
worked on as well

38. recommendations
• 10x increase your ranking
• Add a personal message when
you ask for a recommendation
• Ask them to focus on three
skills (that map to your next
job)
• Find people similar to you and
look for recommendations you
find compelling
• You can choose to hide/display
any recommendation
Recommendations -
Are They Allowed?

39. Your Network: Weak Links are Powerful
• Account for most of the structure of social networks in society as
well as the transmission of information through these networks
• More novel information flows to individuals through weak rather
than strong ties
• Our close friends tend to move in the same circles that we do –
and the information they receive overlaps considerably with
what we already know

40. Getting Referrals and Introductions
• Increase your chances of being interviewed and getting a
job by 5-10X over applying directly
• Some connections you make along the way will surprise
you, and put you on a path you never even considered

41. LinkedIn Introductions - Trusted Connections
• Look at a job/company you are interested in
• Find who you're connected to (1st Degree) who knows someone
in the company (2nd Degree) and ask to be referred/introduced

42. How to Get a Meeting with Someone You
Don’t Know
• Networking - forwards and backwards
• Maximizing your use of LinkedIn

43. Networking Backwards
– How to Find Your
Ideal Contact

44. InMail – When You Have No Connections
• You can send an inMail to
anyone
• For pay (avoids spam)
• If you don’t receive a reply,
LinkedIn will refund your
credit automatically

45. Change the Game
• Offer value before you ask for anything
▫ How can I help this person?
▫ Do not discount yourself just because you’re young. Offer what
you have based on what people need
▫ Add value - Offer to create a website, a video, or?
• Do your research
▫ Know the basics - take time to check Google, Twitter, LinkedIn,
Facebook, etc. so you understand what the person is all about
▫ Find the details - look for common hobbies or a hook - one of my
mentors is someone I connected with because I reached out and
mentioned we both like to dive

46. Social Media Tips

47. The Brand of You -It’s a Big Deal
• Personal Branding - make it shine
• Get it out there - both online/offline
• Effective and productive networking
• Maximizing LinkedIn

49. Brand me …
Please
Need Help?
Hire an Expert
• Personal Branding
• Social Media
• Content Strategy
• Website Optimization
• Speaking
• Reboot/Return to
Work
robeenf@gmail.com
robeenf.com
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