Personal Branding Through Social and Digital Media
1. Personal Branding Through
Social and Digital Media
SDSU Coastal and Marine Institute Laboratory
November 18, 2013
Mary Canady
Comprendia LLC
comprendia.com/cmil
3. Who Am I?
â˘Then
âTrained as a biochemist
âAlways gravitated to online tools & pretty
pictures
âLoved bench work and organizing events
â˘Now
âComprendia/San Diego Biotechnology
Network
â˘Network of 20,000
â˘Marketing, events, writing, speaking
â˘Results
âPeople find me easily for business (and
speaking!)
âI have found my niche and am happy
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5. Your Personal
⢠Strategy
â Whatâs your personal brand?
⢠âResearchâ your interests, goals
â How does your current research translate
to job market?
â What gets you up in the morning?
⢠Tactics
â Online: LinkedIn, Twitter, Blog, Google
â ScienceOnline
â Be creative
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6. General Guidelines
⢠Itâs not all about you
â Provide resources first, promote yourself second
⢠Consider audience, reach and goals when
communicating
â Public? Scientists?
â What are my institutionâs policies?
â Always âtest the watersâ by watching and asking
first
⢠Use IRL values when communicating
â Donât rush to judgment
⢠Consider pseudonymity fully before
deciding
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7. RSS: Your New BFF
⢠RSS Feeds & Readers
â Monitor individual website changes
⢠Blogs
⢠News
⢠Pubmed
â Monitor the entire web
⢠Tools
â
â
â
â
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Look for orange RSS symbol & subscribe
Google Alerts: a âcatch allâ
Aggregate with Yahoo Pipes
Use Feedburner to send daily emails
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8. What Online Tools Should
I Use?
Application
Good for
How To Use
LinkedIn
Professional
networking
â˘Personal brand
â˘Job hunting
â˘Leads
â˘Complete profile
â˘Join/start groups
â˘Engage
Twitter
Sharing
information with
short updates
â˘Personal brand
â˘Connecting via
content
â˘Events
â˘Find a niche
â˘Follow
hashtags/users
Blog
Dynamic website
with daily-weekly
articles
â˘Personal brand
â˘Connecting with
peers
â˘Create blog acc. To
brand
â˘Find others, interact
via comments/Twitter
Google+
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Description
Social networking
âback layerâ
â˘Sharing information
â˘Increasing search
engine visibility
â˘Hangouts
â˘Add colleagues to
circles
â˘Join communities
â˘Use Hashtags
Recent presentation Academics Presence Online
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9. Your LinkedIn Profile
⢠Should be as complete as resume
â Headline: relate to personal brand
â Use action words and bullets
â Add past relevant positions with information for
each, helps others find you (leave out the Olive
Garden)
â˘
â˘
â˘
â˘
Get a âvanityâ URL, add to business card
Add a head shot
Check for spelling errors!
Link to your company or sites of interest
(blog!)
⢠Include complete contact information
⢠Get recommended
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10. Leveraging LinkedIn Groups
⢠Benefits
â Directly email any group member (check out
our howto)
â Can post questions to group
â Searches give more results
⢠Join up to 50 groups
⢠Choose large, relevant, active groups
â Your posts will not be seen in spam-y groups
⢠Lots of great discussions going on
â Antibodies, recombinant proteins, medicinal
chemistryâŚ
â See our tips and list to start
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11. Scientists on Twitter?
Term
ScienceOnline Oceans
2013 #sciooceans
Western Society of
Naturalist Meeting
#wsn2013
Deep Sea News #deepsn
Science Communication
#scicomm
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# Tweets
6,700
466
75/day
120/day
13. Basics
⢠Overview
â Provide 140 character updates, AKA
âmicrobloggingâ
â @[user] to send a public message (reply)
â D [user] to send private message (DM)
â #[text] is a âhashtagâ to follow events,
subjects, or chats
⢠Follow based on content, donât need to
know
â Hint: this is huge for meeting people
⢠Provide information based on your brand
⢠Should be a conversation if youâre doing it
right!
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14. Tactics
⢠Fill out profile completely and carefully
⢠Get followers
â Target: 1,000
â To be followed, you must follow
⢠Twitterer will be sent message that you are following
⢠Search Twitter, Social Mention for terms (e.g., âmarine
biologyâ)
⢠Conference hashtags (#sciooceans)
⢠Twitter will make suggestions for who to follow
⢠Provide content from RSS or other Twitterers
⢠Engage with Twitterers
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15. Ways To
⢠WordPress
â Hosted blog at wordpress.com, or get a
server, host your own ($7/month)
â Most flexible, our favorite
⢠Blogger
â Only offers hosted solutions
⢠Tumblr
â Less flexible, hard to write a post with both
image and text
⢠Join an existing blog network
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16. Blog Networks
Link and courtesy @brianreid
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Finding blogs:
â˘ScienceSeeker
â˘Researchblogging
18. Google Yourself
⢠Google Author Rank
â Your Google+ network affects search results
â Big for your personal brand
â Wackadoodles can be silenced
⢠Google+
â Add colleagues using G+âs tools
â Share information
â Join groups, share hashtags
⢠Set up a Google Scholar Profile
⢠Whatâs working well for others?
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19. ⢠ScienceOnline
â Cultivating science sharing online
⢠ScioSD Satellite Mission: get more local
scientists online
â Providing resources, events
â Space for local bloggers
⢠Monthly hangouts to learn about social
media
â Google+, Website, YouTube
⢠Happy Hour Dec. 4th, join us!
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20. Facebook
⢠Living in the 10âs=professional FB
presence
â
â
â
â
Manage privacy
Change to work name
Keep politics at a minimum
No passed out photos
⢠Follow marine science pages,
engage
⢠Live your brand? You decide.
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21. Get Creative
⢠Ocean science is
INTERESTING
⢠Use âMillennialâ tools
⢠Outreach
⢠Can take many forms
⢠Great way to network
⢠Provide resources to
news outlets
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22. Packaging Yourself
⢠All good marketers have a â30
second commercialâ that
summarizes their productâmake
one about you!
â
â
â
â
â˘
â˘
â˘
â˘
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Short summary
Your âPositionâ
What youâre looking for
First 10 seconds should âstand aloneâ
for quick introductions (1-2 sentences)
Write it down
Practice
Practice
Practice
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23. Getting Started
⢠Determine your personal brand
⢠Start small
â
â
â
â
LinkedIn, Google+ Profile
Share your brand on Facebook
Volunteer to manage MEBSA Twitter
ScioSD bloggers?
⢠Be creative
⢠Start NOW
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How many on LinkedIn, Twitter, Blog? Youâre doing science to help people: can do it better by finding your niche, and can help people along the way. Doesnât necessarily mean research.
I canât cover everything, but these are the tools which will help you connect with other scientists and learn about tools.
Audit Diana
Be sure to put brand as name, otherwise message will not be as efficacious
What results do you get when you google your personal brand?