self branding for success (and in this case by success i mean job)
DESCRIPTION
Lecture given at Afeka College in Tel Aviv on December 26, 2010TRANSCRIPT
Using Social Media for Success
And in this case, we’re defining success as a career…
@shiraabel
@shiraabel
I like discussions
Interrupt me
Who Am I?
• Shira Abel
• Director of Marketing at Aniboom
• Principal at Abel Communications
• @shiraabel
@shiraabel
Agenda
• Goals vs. Reputation
• Social Media – You can’t be found if you’re not there
• When You’re There – What To Do
• Me As an Example
Goals Vs.Reputation
@shiraabel
What do you want to do?
@shiraabel
Goal (Job)
Why Would Someone Hire You?
What is your reputation?
@shiraabel
@shiraabel
Is it this?
Think About Your ImageThink About Your Image
Is it this?
@shiraabel
Or this?
Self Branding
Identifying characteristics that distinguish you from your competition
@shiraabel
• How do you compare to others going for the same position?
• What makes you stand out among the crowd?
• When your name comes up – what is the response?
Differentiation@shiraabel
Your Name
• Consensus about who you are
• Reputation, public image and character
• Collective opinion about you
• It’s like a Rorschach test. Somebody flashes your name. What leaps to mind?
*David D’Alessandro
@shiraabel
Social Media – You can’t be found if you’re not there
@shiraabel
Social Media – Where Are You?@shiraabel
Where to Find Work
• LinkedIn• Twitter• Blog (comment on yours and others)• Facebook
@shiraabel
And When You’re There – What to Do…
@shiraabel
What to do? GIVE
The secret of social media is that it’s opt-in. If you are not giving interesting information, people will not follow you. The way to build influence is by giving. Give information you think is relevant to your audience. Save them time. Give them a reason to trust you – only then can you ask for something in return.
@shiraabel
@shiraabel
Connect
Control Your Image
• Publish a blog• Post articles / opinions on Twitter and
connect it to your LinkedIn• Keep networks on Facebook
controlled• Remember – people want to work
with humans
@shiraabel
Focus
• Clarity – who are you and who you are not
• Consistency – what is your message
• Constancy – showing the same message to the entire audience
@shiraabel
Remember
• Differentiate
• Create value
• Be found
• Network
• Be memorable
• Take calculated risks
@shiraabel
What is Your Message?
• Information about you– Goals– Values– Drivers– Interests– Skills / Talents / Expertise
• Information from others – about you– How do they perceive you?
@shiraabel
Develop Your Brand
• Target audience – Imagine yourself in their shoes – what are their needs
• Unique value proposition– Why would someone go to you for something, over
someone else?
• Attributes – choose three– Aligned with goals– Authentic– Relevant to your target
• Value– What is your elevator pitch of unique offering?
@shiraabel
Getting Started on Your Brand
• Volunteer with a charity organization
• Sign up for an extra project inside your organization – Introduce yourself to new colleagues – Showcase your skills – Work on new ones
• Take on a freelance project
@shiraabel
Get Yourself Out There
• Teach a class
• Write articles for publications
• Write your own blog
• Build a newsletter (connect to blog)
• Speak on panels and at conferences – and make sure they video it
• Post the video of the conference (or just your video blog) on YouTube or Vimeo
@shiraabel
Work will
find you
@shiraabel
Me As an Example
@shiraabel
My Professional Impression
Linked In Shows Expertise
• Articles posted from my Twitter using #in• Where am I professionally online• Key words in Title helps you be found in
search• Build your professional network
– Participate in groups– Promote your blog– Answer questions– Ask questions
@shiraabel
My Humanity Shows on Twitter
Twitter List Shows Perception
• Common phrases: Marketing, Social Media, Business, Northwestern, MBA, Conversationalist, Design, Israel, Jewish
• Funny tags: Peoplewhocouldbeatmeup (thank you @unmarketing), onlyfunnyifsonelosesaneye (thank you @noahroth)
@shiraabel
@shiraabel
Level of Influence
@shiraabel
Check Your Message
More Twitter
• More followers than followed shows good content – giving information of value
• Numerous sites out there that show the “Tweeters” level of influence
• Pulls people to you (if your content isn’t good – you don’t get followers)
Maintenance
• Google Alert for your name
• Stay active and connected
• Assessment – Are you hitting your mark?
• Evolve – Flexibility is critical
@shiraabel
What NOT To Do• Spam• Use a “Follow 1,000 users a day” program• Follow 1,000 people when you just started and
are only followed by 12 • LinkedIn – Follow people you don’t know
– There are reasons why following people you don’t know is a good idea if you’re in sales / marketing
• Share too much• Ask without giving
@shiraabel
Build Influence
• Share information
• Share contacts
• Introduce people
• Do favors
• Acknowledge support
• Be transparent
• Build trust
@shiraabel
The Importance of Network
• Get to know a new group of people outside of your normal group
• Working well with others will have them singing your praises
• Having a good reputation brings work to you
@shiraabel
Thank you
Shira Abel-Shvo
Abel Communications
http://www.abel-communications.com
@shiraabel
References• http://www.bls.gov/fls/intl_unemployment_rates_monthly.htm• http://www.photius.com/rankings/economy/unemployment_rate_2009_1.htm
l• http://www.fastcompany.com/magazine/10/brandyou.html?1261779078• http://www.slideshare.net/narejo/brand-u-1948592 • http://www.slideshare.net/lealea/the-art-of-selfbranding • http://www.slideshare.net/daisy4133/brand-you-2643523• http://www.slideshare.net/aliciafalcone/personal-branding-central-exchange-
4-1-09-1235515 • http://www.flickr.com/photos/8870819@N07/951917390/ • http://www.flickr.com/photos/20195637@N00/2216663973/ • http://www.flickr.com/photos/26977717@N02/3911671956/ • http://www.flickr.com/photos/43188053@N00/202880863/ • http://www.flickr.com/photos/50016673@N00/63746104/ • http://www.insidesocal.com/click/Steve_Jobs.jpg
@shiraabel
The Brand Called You
“What do I do that adds remarkable, measurable, distinguished, distinctive value? Forget your job description. Ask yourself: What do I do that I am most proud of?”
* Tom Peters
@shiraabel
Robert Scoble
Technology Evangelist
Famous for Tech
Blogger
Managing Director – Building 43
Where are you online?@shiraabel
What do the results reflect?@shiraabel