1. Strategies for Building Your Online Presence
&
Personal Brand
Exec-U-Net Roundtable Meeting
Charlotte, NC
Wednesday , July 15th
Host: Presenter:
Merton St. C. Marsh Mauro “MAC” Calcano
FocalPoint Business Coaching of NC www.getmyprofile.com/mcalcano

2. Selling The Brand You
• When did you first start selling You?
– Was it in the womb?
• The kick to let Mom know you were there
– In the crib?
• The smile when you got what you wanted and the
Banshee scream when you didn‟t
– As you manipulated your parents to get what you
wanted before you could walk or speak?

3. Marketing & Selling
• In almost every interaction, be it personal or business
related, we are marketing or selling, or we are recipients
of someone else‟s marketing or sales activities.
• In transition, we ratchet up our marketing & selling of
ourselves, but when we are employed our success
depends as much upon our selling of ourselves as upon
our competence.

4. Personal Branding
• ” We are CEOs of our own companies: The Me Inc. To be in
business today, our most important job is to be head marketer for
the brand called You.”
-- Tom Peters in the Brand Called You article (1997)
• In creating your brand you must develop a specific and consistent
message about your knowledge, skills, and attributes which leads to
an indelible and favorable impression that you are uniquely
qualified.
• What Makes You Different From Your Colleagues/Competition?
– What are you most proud of?
– Write it in 15 words or less

5. The You Brand will fall into four categories:
1.) Focuses on the outer world. What does the You brand mean and how will
others judge me.
2.) Focuses on the inner world of ideas and impressions of the You brand.
Focuses on the present and on concrete experiences gained
3.) Impressions based primarily on logic and on objective analysis of cause
and effect. Identifies with and likes a planned and organized approach to the
brand and to life.
4.) Brand impressions primarily on spontaneous approach to life and prefer
to keep brand options open. Focuses on the future, with positive views
towards all possibilities
5.) To create understanding, to create excitement and acceptance of the to
encourage personal ownership.

6. A Personal Branding statement in its simplest form is the elevator pitch that
introductory summation of what an individual represents . The “elevator”
part reflects the fact that the pitch can be delivered in the time span of an
elevator ride (thirty seconds or 100-150 words).
Creating the You Brand - the impression that you want to leave behind is
much like the coffee travel mug you're carrying --, you're Starbucks (you do
not mind paying $4.00 for a cup of coffee or Dunkin Donut, you know could
value for money. In building your brand you get to select what you want to
say about yourself, It is the symbol crafted to represent your skills,
knowledge and experience that makes you stand out in that narrow boundary
of all other candidates competing for a position.
Discover your brand - The single biggest mistake people make is that
they fail to invest time in a personal brand statement; of not only what
you do well but also what you want to do and how well (success) you
have done so in the past.
Your self-impression = How people perceive you

7. The Process of building the You Brand commitment requires constant enforcement
and it is a deliberate way to manage your search and career.
Communicate “Understand the Why”
- The benefit – Your passion
Who you are What you do well
What you represent
Make it believable
“Yes, I will be successful “
Be specific –what are you looking for
Gain emotional commitment for results
“ I will support and do ”

8. Personal Branding Toolkit
1.) The You Brand Statement
2.) Leave behind – business card that support that brand statement.
3.) Portfolio - use a CD, web or print portfolio, it‟s a great way to showcase the
work you‟ve done in the past, which can convince someone of your ability to
accomplish the same results for the future
4.) Websites: Start a blog or develop a static homepage. Blogs rank higher in
search engines but you have to have something „pithy‟ to say everyday.
5.) LinkedIn: Use it to create your own personal advertising, to search for jobs
or meet new people.
6.) Facebook: Be sure to include picture of just you, your work experience
while turning off the privacy options to make yourself searchable
7.) Twitter: Include a link to LinkedIn profile. Follow the job boards posted
8.) Video resume: short video of you talking about why you are the best

9. The Fundamental of On-line Presence
1. Provide multiple connections
2. Shared History
3. Instant Updates
4. Past Present & Future
5. Ability to provide and receive references
6. Personal Branding Webpage

10. Professional & Social Networks
• Professional
– LinkedIn
– FENG
– SHRM
• Social
– Facebook
– MySpace
– Twitter

11. LinkedIn
• Profile – Skills – Experience
– Currently working on
– Interests Hobbies Reading
– SlideShare
• Build Connection
– Send Invites to everyone you meet
– Obama – not accept invites
– Congress/ Senate are

12. LinkedIn Poll
Number of Connections
From - To Percentage of Participants
0 50 48%
51 100 20
101 200 15
201 500 12
500 plus 5

13. Social Networks
• Fun
• Young in Spirit
• Instant updates
• Intimate – careful with solicitations
• Crossover Sites
• Practice Online branding
• Increase contacts

14. On line Success
• Takes time & focus to build the You brand
• Road to contacts and leads
• Stand out with Photo / Video / Audio resume
• Build connections to 200 plus
• It is about sharing Past, Present & Future
• Continue after you have landed
Would like to present 2 image builders
Charlotte in Transition Support - http://cits.groupsite.com/
Career Advancement Systems - http://www.careeradvance.net/

15. Have One, Memorable Branding Message.
Your personal website, profiles, cover letter, resume and conversations
should have a consistent, engaging message about who you are, what
you love to do, and the results you create. Your message needs to be
engaging and memorable, so that others can repeat and share it.
Reinforces the fact that relying on job boards as the main tactic in a job
search will produce the lowest yield. Rather, the highest probability for
success is built on using multiple tools including: a targeted direct
marketing campaign; extensive use of social media sites for networking;
and your own personal website to help manage your online identity and
communicate your personal brand.