Personal branding online is important because people check you out online when researching you for opportunities, recruiters primarily use online profiles when hiring, and having an online presence helps control your brand perception and reputation. The document then covers definitions of personal branding, examples, tools to use, and tips for getting started with an online personal branding strategy.

1. Personal branding online

2. Who I am
• Simon McDermott @simonmc
• Graduated from Vlerick in 2003 IMBA
• Co-Founded Attentio in 2004
– Monitoring social media for brands
• Founded New Media Cloud in 2009
– Advising companies and people on social media
• Personal branding, Reputation monitoring
• Mentor at Founder Institute, Director of Jam
Publishing

3. What we will cover today
• Why online personal branding
is important?
• Definitions
• Different use cases, stories
• Tools
• Personal objectives & Go forward

4. Traditional definition of brand
A brand is a perception or emotion,
maintained by a buyer or prospective buyer,
describing the experience related to doing
business with an organization or consuming its
products and services.

5. A perception or emotion, maintained by
somebody other than you. Describes the total
experience of having a relationship with you.

6. A lesson in brand value
€4 €.80

7. Source: Hajj Fleming

8. Why online is so important?
• Competing names

9. Why online is so important
• People check you out...
• And that’s a good thing!

10. Why online is so important
• Recruitment paradigm shift
– Recruiters live on LinkedIN, Viadeo etc.

11. Stories from online personal branding
• The non-existent
– Most people
• “The egg”

12. The over sharer

13. The Player
– Has own personal web site
– Uses about.me
– Thousands of followers
– May speak a lot at events
Gary Vaynerchuk
– But not illustrative of most people...
– But worth looking at how they do it and benefit of
being guru at something, one thing!

14. My experience
• Having a social media profile is valuable
– Don’t over do it
– Tempting to waste time updating or browsing
• Like a party you don’t want to leave!
• Much of your network is developed offline
– Events, Sport, Friends
• Recent example of a paid consulting project
– Reality is cross over from social media to old
fashioned network

15. The tools

16. KARATE belts
• In steps
– 1. White: Basic, minimum
• LinkedIn profile, checks online by
searching Google
– 2. Green: Developing
• LinkedIn, Twitter ID, Facebook rules
– 3. Black: Personal Brand Fiend
• LinkedIn, Twitter, Facebook, Own web site (e.g.
about.me), brainstorms with people on their “brand
values”, checks their reputation online

17. Going forward: Budget
• From 0 to $1,000
– Mostly time...
• About.me is free, so is LinkedIN, Twitter etc.
– LinkedIn premium may be interesting
• Maybe paying someone to take a good
picture?
• Perhaps coaching but try and get your
company to pay ;)

18. Going forward: Warnings
• Make sure personal life is what you want to
show, you own your brand
– Argentinean Rugby story
• Make it work for you and your objectives!
– New job, want to share with network etc.
• Different parts of you for different social
networks!
• You are always more that what you show
online...People know this

19. Key Takeaways from today
• Check your online brand
– Search your name and colleagues
• Own your name
– Buy a domain name, get @Twitter, start your LinkedIn
and/or Viadeo
• Learn some social media etiquette
– Twitter (RT, HT, @ versus D), Facebook Likes
– LinkedIn updates tied to Twitter (not other way around)
• Decide what time you can give to it and frequently
change your status
– Even a few times per month!
– SHARE USEFUL CONTENT, IT WILL COME BACK TO YOU...

20. Thank you
• Contact me simon@newmediacloud.com