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.
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
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
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
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
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