Online Personal Branding | LoDo District
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Communications Manager Angie Pascale (@angiepascale) presented at a young professionals event for The LoDo District. She discussing how to create and manage your online personal brand, specifically through social media networks. The event is taking place on Tuesday, November 1 at The Wine Loft (1527 Wazee Street), starting at 5:30 p.m. The LoDo District is a membership organization that supports Lower Downtown (LoDo) Denver’s, unique historical, cultural and retail neighborhood, through marketing, education and advocacy. LoDo is the oldest and original settlement in Denver, and is now home to numerous restaurants, bars, retail shops and businesses, including Location3′s current office.
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Online Personal Branding | LoDo District
- 1. CREATING A PERSONAL BRAND ONLINE LODO DISTRICT 11/01/11 @ANGIEPASCALE @LOCATION3
- 2. THIS SECTION’S ALL ABOUT ME NO COMPLAINING. IT’S NOT LIKE YOU HAD TO PAY TO BE HERE. @angiepascale | @location3
- 7. CREATING A PERSONAL BRAND IT’S NO DIFFERENT THAN CREATING A BRAND BRAND. @angiepascale | @location3
- 8. WHERE PATH MEETS PRESENCE 79% of shoppers conduct at least half of their product research online before they make a purchase. Interest Research Recommendation Validation Decision 90% of shoppers trust recommendations from their friends. Sources: 2011 The E-tailing Group; E-Consultancy @angiepascale | @location3
- 9. TURNING DECISION INTO ADVOCACY Decision Validation Recommendation Engagement Advocacy @angiepascale | @location3
- 10. IT IS NO LONGER POSSIBLE TO IGNORE THE GROWTH OF YOUR SOCIAL CONNECTIONS AS A PART OF YOUR SEO STRATEGY Social activity on Facebook, Twitter and Google+ is factored into organic search engine results on Google and Bing. Marketers utilizing social media report an average 27% conversion rate for organic search traffic, while those not using social media reported a 17% rate. Source: Marketing Sherpa, 2010 @angiepascale | @location3
- 11. ONLINE BRAND ASSETS I SAID “ASSETS” FOLKS. @angiepascale | @location3
- 13. anchor text links vanity URL bio @angiepascale | @location3
- 14. groups and discussions blog feed Slideshare documents @angiepascale | @location3
- 15. update privacy settings often vanity URL EdgeRank custom lists questions manage tagging @angiepascale | @location3
- 16. strategic username selection three to five topics use lists to organize it’s not all about you explain yourself do not automate nothing is private @angiepascale | @location3
- 19. GHOSTTOWN @angiepascale | @location3
- 20. PERSONAL BLOG @angiepascale | @location3
- 21. presentations documents (e.g., press releases, collateral) videos (e.g.,@angiepascale | @location3 commercial, how to)
- 22. OTHER SOCIAL STUFFS DON’T WORRY, WE’RE ALMOST DONE. @angiepascale | @location3
- 23. HIDING NEGATIVE CONTENT Create and actively maintain profiles on other social media networks Guest post on other blogs Become actively involved with organizations Become convincing when saying, “that’s some other person with the same name” @angiepascale | @location3
- 25. THE DOS AND DON’TS PAY ATTENTION, THIS PART’S IMPORTANT. @angiepascale | @location3
- 26. do not post drunken or drugged photos have an opinion, but avoid controversial topics know the FTC guidelines know your organization’s social media policy do not talk shit on colleagues, clients or partners sign up for Google Alerts for your name use consistent and appropriate profile @angiepascale | @location3 images
- 27. 8% of companies have fired someone for social media behaviors 15% have disciplined someone for violating policies 70% of U.S. companies have disqualified candidates based on what they found online @angiepascale | @location3
- 28. ANY QUESTIONS? LET’S MAKE THIS QUICK, I NEED A DRINK. @angiepascale | @location3
Notes de l'éditeur
- We’re digital marketing
- We’re always talking with clients about online advertising and branding for their company, but the same principles of branding that apply to corporation, apply to you as a personDoesn’t matter you role either, CEO, president, data entry specialist, whatever, you can create a personal brand for yourself using various online sites and resources, and control page 1 of search resultsWith rise of universal search, this is extremely important because every
- LinkedIn – ranks extremely well, even if you don’t do much with it. If you have a profile, it’ll most likely rank in the first three listings, make sure it’s updated and represents you in the correct light
- Vanity URL – make it your first and last name or common pseudonym so you can be found easilyAnchor text links – you get three, make sure you name them with relevant keywordsBio – make it accurate, up-to-date, personal and informal
- Documents – use application to add any relevant documents; e.g., I add press releases and white papers I’ve written, you can add whatever fits youQ & A - Participate in Q&A to show off smarts, even if it doesn’t lead to new biz or that’s not your objective, it shows that you’re intelligent and helpful
- Update privacy settings – FB changes them all the time without announcing it, make sure you’re awareVanity URL – if you want to be found on FB, make sure your vanity URL is your nameEdgeRankTimeliness – Wall post visibility deteriorates age at a very rapid pace.Interactions – The more likes and comments a post gets, the longer it lives.Personalization – Facebook refers to it as “affinity score,” but what it means is the more a user interacts with another user or page, the more they’ll see that user’s or page’s wall posts in the future.
- Topics – if you were to list yourself in a directory, you’d have to choose three-five hashtags, think about it and try to stick to these topicsLists – great way to organize followers, find new and interesting followers, weed out the crapShare – don’t just talk about yourself, share links, complement others, RTExplain – but don’t blindly RT, explain why you think it’s interesting and helpfulDon’t automate – people know auto-tweets when they see them, it’s not genuine and it’s doing nothing to bolster your personal brand, in fact, may hurt itNothing is private – unless you set it to private or DM, but know that anything and everything you tweet is out there and you could be held responsible for it. And brands are watching, so don’t be surprised if they reach out to you.
- Another element to first page of search ranking Add bio info, links, RSS feed, photos and link to other online assets Note: If you’ve disabled Google Buzz, your personal profile was deleted.
- This is what it’s like in Google Plus. Feels like a ghost town, that may be haunted or inhabited by radioactive mutant beings. You know you’re alone, but can’t help looking around over your shoulder wondering if you should really be in there.
- Fantastic way to control your messaging and show off your stuff
- YOU CAN SWEEP THE NEGATIVE UNDER THE RUGCreate profiles on social media networks to push down negative or unflattering content – flickr, Vimeo, Foursquare, quora, gowalla, community profiles (e.g., Egotist, SOS); must be active for search engines to consider ranking themGuest post on other blogsBecome actively involved with charities – get your name on the committee lists, make sure you provide quotes to media, and make sure they spell your name rightGet used to saying “that’s some other person with the same name” – this works when your name is John Smith, but not