social media and personal branding - presented at iasa ny/nj/midatlantic regional meeting 9/11/2014
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September 11, 2014
Presentation to IASA Regional Chapter Meeting NY, NJ, Mid-Atlantic
@dmreffitt
Darin M Reffitt, Director, EIS Group @dmreffitt on Twitter
Darin Reffitt is Director of Demand Generation
and Campaign Management with EIS Group (formerly Exigen Insurance Solutions.) Bringing over 17 years of experience in marketing and communications, his focus at EIS Group is on lead generation and lead management in marketing core system software to insurance companies of all sizes. He is also a volunteer with the IASA and chairs the Social Media Subcommittee, leading the efforts of the IASA to better engage with carriers, vendors, and individual members across social media platforms. He volunteers with the United Way of Delaware, is passionate about social media, and golfs, poorly.
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…and it’s now MONETIZED.
Twitter: Facebook:
Amazon, Sony, Microsoft, Whole Foods, Fab.com, J. Crew, Blue Nile, Forever 21
@dmreffitt
66% of CEOs say a lack of necessary skills is their
biggest talent challenge1
83% say they are changing recruiting strategies to
address that1
Recruiting firms are searching not only LinkedIn,
Facebook, and Twitter, but aggregating from other
professional social sites
Example: a professional social site for accountants
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1 Source: PwC global CEO Study
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2013 CareerBuilder Study revealed that:
- 39% of employers screen candidates on social media, and rising
- 43% of those have found information on social media that factored into decisions to not hire a candidate
Provocative photos
Inappropriate photos
Discriminatory comments
- 19% of those have found information on social media that factored into decisions TO hire a candidate
Displaying good communication skills
Professional profiles
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“…involves creating an asset by defining an individual's body, clothing, physical appearance, digital and online presence and areas of knowledge in a way leading to a uniquely distinguishable, and ideally memorable, impression.”
“…the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group or organization.”
Term was first used in an article by business author Tom Peters in 1997.
Source: Wikipedia
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1. How you dress 2. How you speak
- Word choices - Speed - Inflections - Use of Sarcasm - Confidence
3. How you act
- Consistency - Expertise - Helpfulness - Passions - Habits - Behaviors - Trust
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- I.T. Department - Reliable - Knowledgeable - Fast - Helpful
- Marketing Department
- Never responds to emails
- Waits till the last minute to respond to deadlines
- Holds everything up
The Bottleneck Mr. Fix It
- Receptionist - Rude - Treats
customers like problems
- Knows everyone’s business
- Can’t be trusted
The Gossip
- Legal Department
- Paralegal - Finds solutions - Makes your job
easier - High level of
urgency
Legal Eagle
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1. How your profiles look
- Photo choices
- Related images – header photos, etc.
2. What you post
- Word choices
- Logic
- Humor
- Use of Sarcasm
- Personal attacks
3. Where you post
- Blogging
- Apps used
- Sites used
- Photos posted
4. What sites/products you use
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Photos & Art
Music
Social
Videos
Review Selling
Communication
Productivity Craft
Entertainment Dating/Meeting
Professional
Presentations
News
Food Sports
Shopping/Fashion
Medical
Travel Causes
Blogging Fitness
Automotive
Education
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Level 1 – Common knowledge • Name • Sex • Birthday • Relationship status • Family members • Education • Association memberships • Professional designations • Hobbies & interests • Favorite brands • Favorite movies • Favorite sports teams • Books you’ve read • When/where you’ve vacationed • Talents
Level 2 – Semi-private Info • Address • Phone Number • Current employer • Birthdate • Age • Religion • Political affiliation • Kids names • Sexual Orientation • Travel plans • Friends • Pets names • Previous employers • Business associates
Level 3 – Private info • Medical history • Security information • Work attitude • Job searching
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Understand your company’s social media policy
- What you may post
- Company time
- Disclaiming your posts
- Topics to avoid
- Profile requirements
Source: leadershipcloseup.com
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Social media has become—digitally—a combination of what chamber of commerce mixers, class reunions, and conferences used to be in person
Networking via social channels can lead to career and professional opportunities not only directly, but via referrals from clients, former classmates, distant relatives, and digital influencers
Include your social media links on business cards and email signatures as allowed to make it easier to find you via various channels
Crosslink your social media accounts to each other
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Set up Google alerts for key names and topics to listen proactively for news:
- Your Name
- Company Name
- Competitor/Influencer Names
- Client Names
- Key Unique Terms
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Develop a daily routine
10/10/10 rule: Spend:
each day connecting with industry contacts
each day gathering intelligence about industry issues and events
each day establishing professional credibility
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LinkedIn is “the world’s best business networking database”
Your profile is your online resume
- Professional photo
- Complete background and experience
- All relevant skills and expertise
Ask for professional recommendations from collegues
Join relevant groups
- You may join up to 50 groups
- Groups give you a place to answer questions and demonstrate knowledge
- You can contact people in your groups even if they aren’t direct contacts
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Professional picture
Professional name
Attention-grabbing heading
Vanity URL for links
Contact info
Other social media
Summary demonstrating
expertise
Experience
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If new, start by following key companies and industry associations – Look at who is following them
Search and monitor key hashtags – follow the people posting about those topics
Use your profile space strategically – Use hashtags and key info in a very limited space
Use the same photo across all social sites for easy confirmation
“Stakehold” your handle on new sites to protect it
Search industry influencers geographically – use Twellow
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Same profile picture
Describe your value
Cross-linked sites
Distinctive header photo
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Consider separate accounts for personal and business purposes
Join public & private groups related to your field
Be cautious with privacies and photos
- Remember that your profile photo and your cover photos are public
If connecting with business colleagues in a personal account, use the List feature to organize and ensure you’re sharing appropriately.
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Google+ ties directly to SEO for your website and for social media
Enables a link into YouTube, for video blogging
An alternative to using two Facebook accounts
- Facebook for Personal, Google+ for Business
Allows organization by “circles”
- Circles are like Facebook Lists
- If not already on Google+, you can start fresh with ideal groupings
- Control who sees various posts and who you see in your feed
Google+ leader Vic Gundotra left Google in April, leading to speculation that Google+ was being phased out. So far, this doesn’t appear to be true…
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If allowed, blog about industry trends, challenges, etc.
Blogs can be written or video
Platforms:
- WordPress
- Blogger
- YouTube
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Upload presentations on general educational topics to SlideShare as a PowerPoint or PDF
Link them to your LinkedIn and publish them via Twitter/Facebook/Google+
Ensure you include an author biography within your presentation and link it to your other social media accounts
Be strategic with keywords to reach your target market
Searching “Insurance Accounting”: Searching “Insurance Systems”:
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Quora: a question and answer site that enables experts to share their expertise, and which is tied to your Twitter/Facebook/G+ account
Pinterest serves as a great way to network around key themes and ideas; and is moving in a B2B direction
Instagram and YouTube can serve as ideal content generators for other sites
- Video and photos tend to gain traction over other types of content
A study by Simply Measured showed that Instagram photos shared by brands to Facebook resulted in 274 engagement actions, and to Twitter resulted in 22 retweets per photo37
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Hootsuite: social media dashboard that enables organization of social media accounts, keywords, posts, hashtags, etc.
Within Hootsuite you can form followers into groups
Prospects
Customers
Competitors (private twitter list)
Influencers
Partners
Twellow: Twitter directory
Topsy.com: Twitter Search Engine
Twitonomy: Twitter Analytics
Followers
Retweets
Mentions
Twiangulate
Finds accounts using multiple variables
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RSS Readers:
- Feedly
- NetVibes
- Newsblur
Twitter Automation/Schedulers:
- HootSuite
- Sprout Social
- MarketMeSuite
- TweetDeck (now owned by Twitter)
Tools to Measure Social Influence:
- Klout
- Kred
- PeerIndex
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Start by listening and learning the rules of engagement
- Figure out what your audience is doing and what your opportunity is
Voice matters
- Building a personal brand requires a personal voice
- On social media, organizational voices are less trusted than the voices of real people, which carry more weight and seem more real
The 4-1-1 Rule
- Published in 2009 and popularized by content marketing guru Joe Pulizzi
- For every 6 posts:
should be original posts to interesting content
may be self-serving to your own content or campaign
should be a retweet/repost of someone you’re following
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Source: Arlo & Janis Online
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