self branding for success (and in this case by success i mean job)

Using Social Media for Success

And in this case, we’re defining success as a career…

@shiraabel

@shiraabel

I like discussions

Interrupt me

Who Am I?

• Shira Abel

• Director of Marketing at Aniboom

• Principal at Abel Communications

• @shiraabel

@shiraabel

Agenda

• Goals vs. Reputation

• Social Media – You can’t be found if you’re not there

• When You’re There – What To Do

• Me As an Example

Goals Vs.Reputation

@shiraabel

What do you want to do?

@shiraabel

Goal (Job)

Why Would Someone Hire You?

What is your reputation?

@shiraabel

@shiraabel

Is it this?

Think About Your ImageThink About Your Image

Is it this?

@shiraabel

Or this?

Self Branding

Identifying characteristics that distinguish you from your competition

@shiraabel

• How do you compare to others going for the same position?

• What makes you stand out among the crowd?

• When your name comes up – what is the response?

Differentiation@shiraabel

Your Name

• Consensus about who you are

• Reputation, public image and character

• Collective opinion about you

• It’s like a Rorschach test. Somebody flashes your name. What leaps to mind?

*David D’Alessandro

@shiraabel

Social Media – You can’t be found if you’re not there

@shiraabel

Social Media – Where Are You?@shiraabel

Where to Find Work

• LinkedIn• Twitter• Blog (comment on yours and others)• Facebook

@shiraabel

And When You’re There – What to Do…

@shiraabel

What to do? GIVE

The secret of social media is that it’s opt-in. If you are not giving interesting information, people will not follow you. The way to build influence is by giving. Give information you think is relevant to your audience. Save them time. Give them a reason to trust you – only then can you ask for something in return.

@shiraabel

@shiraabel

Connect

Control Your Image

• Publish a blog• Post articles / opinions on Twitter and

connect it to your LinkedIn• Keep networks on Facebook

controlled• Remember – people want to work

with humans

@shiraabel

Focus

• Clarity – who are you and who you are not

• Consistency – what is your message

• Constancy – showing the same message to the entire audience

@shiraabel

Remember

• Differentiate

• Create value

• Be found

• Network

• Be memorable

• Take calculated risks

@shiraabel

What is Your Message?

• Information about you– Goals– Values– Drivers– Interests– Skills / Talents / Expertise

• Information from others – about you– How do they perceive you?

@shiraabel

Develop Your Brand

• Target audience – Imagine yourself in their shoes – what are their needs

• Unique value proposition– Why would someone go to you for something, over

someone else?

• Attributes – choose three– Aligned with goals– Authentic– Relevant to your target

• Value– What is your elevator pitch of unique offering?

@shiraabel

Getting Started on Your Brand

• Volunteer with a charity organization

• Sign up for an extra project inside your organization – Introduce yourself to new colleagues – Showcase your skills – Work on new ones

• Take on a freelance project

@shiraabel

Get Yourself Out There

• Teach a class

• Write articles for publications

• Write your own blog

• Build a newsletter (connect to blog)

• Speak on panels and at conferences – and make sure they video it

• Post the video of the conference (or just your video blog) on YouTube or Vimeo

@shiraabel

Work will

find you

@shiraabel

Me As an Example

@shiraabel

My Professional Impression

Linked In Shows Expertise

• Articles posted from my Twitter using #in• Where am I professionally online• Key words in Title helps you be found in

search• Build your professional network

– Participate in groups– Promote your blog– Answer questions– Ask questions

@shiraabel

My Humanity Shows on Twitter

Twitter List Shows Perception

• Common phrases: Marketing, Social Media, Business, Northwestern, MBA, Conversationalist, Design, Israel, Jewish

• Funny tags: Peoplewhocouldbeatmeup (thank you @unmarketing), onlyfunnyifsonelosesaneye (thank you @noahroth)

@shiraabel

@shiraabel

Level of Influence

@shiraabel

Check Your Message

More Twitter

• More followers than followed shows good content – giving information of value

• Numerous sites out there that show the “Tweeters” level of influence

• Pulls people to you (if your content isn’t good – you don’t get followers)

Maintenance

• Google Alert for your name

• Stay active and connected

• Assessment – Are you hitting your mark?

• Evolve – Flexibility is critical

@shiraabel

What NOT To Do• Spam• Use a “Follow 1,000 users a day” program• Follow 1,000 people when you just started and

are only followed by 12 • LinkedIn – Follow people you don’t know

– There are reasons why following people you don’t know is a good idea if you’re in sales / marketing

• Share too much• Ask without giving

@shiraabel

Build Influence

• Share information

• Share contacts

• Introduce people

• Do favors

• Acknowledge support

• Be transparent

• Build trust

@shiraabel

The Importance of Network

• Get to know a new group of people outside of your normal group

• Working well with others will have them singing your praises

• Having a good reputation brings work to you

@shiraabel

Thank you

Shira Abel-Shvo

Abel Communications

http://www.abel-communications.com

@shiraabel

References• http://www.bls.gov/fls/intl_unemployment_rates_monthly.htm• http://www.photius.com/rankings/economy/unemployment_rate_2009_1.htm

l• http://www.fastcompany.com/magazine/10/brandyou.html?1261779078• http://www.slideshare.net/narejo/brand-u-1948592 • http://www.slideshare.net/lealea/the-art-of-selfbranding • http://www.slideshare.net/daisy4133/brand-you-2643523• http://www.slideshare.net/aliciafalcone/personal-branding-central-exchange-

4-1-09-1235515 • http://www.flickr.com/photos/8870819@N07/951917390/ • http://www.flickr.com/photos/20195637@N00/2216663973/ • http://www.flickr.com/photos/26977717@N02/3911671956/ • http://www.flickr.com/photos/43188053@N00/202880863/ • http://www.flickr.com/photos/50016673@N00/63746104/ • http://www.insidesocal.com/click/Steve_Jobs.jpg

@shiraabel

The Brand Called You

“What do I do that adds remarkable, measurable, distinguished, distinctive value? Forget your job description. Ask yourself: What do I do that I am most proud of?”

* Tom Peters

@shiraabel

Robert Scoble

Technology Evangelist

Famous for Tech

Blogger

Managing Director – Building 43

Where are you online?@shiraabel

What do the results reflect?@shiraabel