This is a revised version of my earlier presentation about personal brand management approaches for technology executives. The lessons are pretty broadly applicable to any job seeker but some of the data points are specifically about CIO's and CTO's.

1. Personal Branding For Technology Executives

2. Today career climate 2011 what is “personal” branding? justifications personal brand planning social media execution and ROI

3. Defining a need for personal branding Part one

4. Are tech leaders endangered? Chief Information Officer Director of IT Chief Technology Officer Manager of Information Systems

5. Old directions no longer apply. economy company volatility unemployment rate market instability

6. Relatively few positions

7. Heavy competition

8. Pressure to evolve AND RISING! Source: State of the CIO Survey 2010

9. “We are the CEOs of our own companies: Me Inc.” - Tom Peters, Fast Company 1997

10. Predictable. Consistent. (Personal Branding should not be like a Magic 8 Ball)

11. Phil? Oh yeah. I can tell you all about him. “Brands are built on what people are saying about you, not what you’re saying about yourself.” - Guy Kawasaki

12. Common objections and their justifications Part two

13. Personal branding:Not just for job seekers! Publicity & Awareness Organization’s Credibility Humanizes Your Company

14. Too busy? If just 30 minutes a day meant a path to a better job, new business or happier employees, wouldn’t you invest the effort?

15. Fine for marketing people Too cheesey for me!

16. Can executives be too available?

17. Personal brand planning Part three

18. A personal branding plan Assess Life & Career Goals Inventory of attributes, skills, experiences Input from your “brain trust” Plan Résumé, Portfolio, Interviewing Skills, Website, Social Media, Networking Plan, Appearance… built on great stories! Implement Content planning Staying current Participating and Interacting Maintain Measurement of KPI’s Regular re-assessment Plan correction

19. What are your building blocks? Great story demonstrating affability Great story demonstrating brilliance Great story demonstrating confidence is for Brilliant is for Confident is for Affable

20. Building the brand What you convey face-to-face Résumé, LinkedIn profile, communications Your Foundational Qualities

21. Practice. Makes. Perfect. I’m affable and here’s why!

22. Hair Visual Identity should match brand Smile Accessories Clothing

23. Social media brand execution Part four

24. 4 out of 5

25. 5 Critical Questions Who do you want to reach? What action do you want them to take? What do they want? How will you convince them? How far are you prepared to go?

26. Who do you want to reach? Top influencers Peers Potential employers Potential partners Investors

27. What do they want? Real conversation New ideas Analysis Humor / wit / fun Attention

28. What action do you want them to take? Comment Follow / friend / connect Link / review / recommend Buy Hire Meet Partner Engage!

29. How will you convince them? Your distinctive… Skills Knowledge Experiences

30. How far are you prepared to go? Patience Tenacity Alertness Curiosity Responsiveness Interestingness

31. 5 Critical Questions Who do you want to reach? What action do you want them to take? What do they want? How will you convince them? How far are you prepared to go?

32. Balance social media with work Know company policies Set realistic goals Start small Stay manageable Remember disclaimers If it’s not fun, stop!

33. Step by Step: Getting Started What is the right channel for me? Demographics Writing, long or short? Pictures Audio Video One or many channels? How often is normal?

34. What is the right channel for me?

35. Social Network Demographics

36. Top global companies use many channels… Source: ENGAGEMENTdb.com

37. … and reap significant rewards.

38. But most of them started small.Just one channel.

39. How often is normal? Twitter or Facebook: 30 minutes a day Blogs: 1-2 updates/ week Bottom line: When you feel like it!

40. Measuring Your Investment 40 Unique visitors Pages visited Time on site Bounce rate Posts Comments Post: Comment ratio Search engine ranking Sentiment Reviews Recommendations Referrals Tweets Retweets (RTs) Mentions Connections Followers

41. Some Free Tools Google Analytics / Woopra Google Alerts HootSuite, Tweetdeck

42. Round-up and take aways Part four

43. Take Aways For the foreseeable future, career management necessitates personal brand management Social media is a visible, practical way to establish and maintain a personal brand Social media personal branding only works in conjunction with your other career management efforts Start with stories that define and exemplify what you stand for professionally, then build messages and choose channels for delivery Measure your efforts critically and adapt

45. About Part of SPR Companies A communications consultancy Strategy, governance and accountability for social media efforts Performance management through planning and metrics socialsyntax.net