campersbrandoverview
TRANSCRIPT
Building your Personal Brand
Hacking your
personal brand out of the
social media swamp
BY CASEY MILLER
Presented at 2015 NaGonal Student Show 3.21.2015
Building your Personal Brand
Who the heck am I anyway, and why should you care? • Ruggedly handsome Casey Miller • 25 years+ in branding and adverGsing • Past 12 years exclusively digital • Neiman Marcus, Southwest Airlines, Diet Coke • Agency side and corporate markeGng side • Rockfish InteracGve
Building your Personal Brand
What’s in it for you
• Get an accurate snapshot of your current Personal Brand online
• Begin organizing and prioriGzing your Personal Brand online
• Use the worksheet to build your Personal Brand Pillars, Personal Brand Statement and Personal Elevator Pitch
• Create an informal publishing plan for when, where, and what you post to build your Personal Brand
Building your Personal Brand
A few ground rules
• No cell phones • No tablets • No kidding • Ask quesGons • Use your safe word • Relax! There will be handouts
Building your Personal Brand
Exactly what IS a Personal Brand, anyway? DIEING IS
EASY LIVING IS
HARD
Building your Personal Brand
It’s one big, weird mix
• Personal AND professional • Perceived AND factual • Online AND in person • Past AND present • At its best: Accurate expression of personal and
professional values, strengths, experience and goals
• Travels with you
Building your Personal Brand
Pops didn’t need any fancy-‐pants “Personal Brand.” Why do I?
• Passive assumpGon vs. acGve management
• Valuable toolkit • Experience • ReputaGon • Growth
Building your Personal Brand
Like it or not, yours is already out there
Building your Personal Brand
Like it or not, yours is already out there
Building your Personal Brand
Like it or not, yours is already out there
Building your Personal Brand
Social media: The ulHmate frenemy
• No separaGon of personal and professional online • PosGng removes privacy and ownership
• That crap you’ve posted for the past XX years? Expect it to live online: FOREVER
• Good news: Clean up and management Gps, later
Building your Personal Brand
Pop quiz! QUICK:
Who is your ulGmate dream boss? Why do you want to work for him or her?
Building your Personal Brand
Let’s build you a kick-‐ass Personal Brand
LEDGENDS LIVE ON
Building your Personal Brand
A great foundaHon in 1-‐2-‐3
• Three valuable tools from the world of brand adverGsing
• Brand Pillars • Brand Statement
• Elevator Pitch • No worries: Handy worksheet for you
Building your Personal Brand
A great foundaHon
in 1-‐2-‐3
Building your Personal Brand
STEP 1: Define your Brand Pillars
• No more than 6 guiding values/principles/ideas
• Goal: Capture what guides your integrity and fuels your passion
• Big picture and long term: Travels with you
• Reality checker • Touchstone for big decisions • Put some thought into it
Building your Personal Brand
STEP 1 example: My Brand Pillars
• CreaGvity • InnovaGon • Equality • Transparency • CollaboraGon • Humor
Building your Personal Brand
Pop quiz! QUICK:
What’s your favorite brand? Describe it in 3 words
Building your Personal Brand
STEP 2: Write your Personal Brand Statement
• Think big! • Goal: Define your hopes and goals for professional
and personal growth
• Mid range: Framework for 5 to 10 years
• Based on your Pillars • AspiraGonal and forward focused • ONE paragraph only
Building your Personal Brand
STEP 2 example: Personal Brand Statement • “I want to use my entrepreneurial stamina and
focused fashion experience to drive boeom line growth, inspire employees to achieve more, and culGvate mutually profitable business relaGonships. I want to generate shared success built on respect, loyalty and collaboraGon. I want to lead at a company that invests in me by sGmulaGng my creaGve thinking.”
Building your Personal Brand
Pop quiz! SHOW OF HANDS:
Who has stalked a date online? Be honest!
Building your Personal Brand
Now, for your Personal Elevator Pitch
BELIEVE THE
IMPOSSBILE
Building your Personal Brand
STEP 3: Write a Personal Elevator Pitch
• You have 30 seconds to convince [Dream Boss] to hire you
• Goal: Capture qualiGes, experience, skills and goals • Short term: Your next career step
• Framed by Pillars and Brand Statement
• Evolves as your career does; update frequently • 30-‐45 seconds MAXIMUM
Building your Personal Brand
STEP 3 example: Personal Elevator Pitch
• “Hi. I’m Frank Jones and I help talented people find the right job, sooner, through personalized execuGve search. For nine years, I’ve managed my own firm and prepared thousands of execuGves for smarter job searches with coaching programs, recruiGng events and online advice. For the past three years I’ve created, tested and implemented customized search plans based on your learning style, goals and personality.”
Building your Personal Brand
Pop quiz! QUICK:
You just got laid off! What’s your Plan B?
Building your Personal Brand
Let’s talk online damage control
NEVER IS AN AWEFULLY LONG TIME
Building your Personal Brand
Google yourself … vigorously
• Main search engines: Google, Yahoo, Bing
• Review your most-‐used social channels
• What’s the collateral damage?
• Copy URLs; punch list of immediate fixes
• If it’s truly horrible, delete the account(s)
Building your Personal Brand
LinkedIn: Is yours dead or alive?
• Outdated and incomplete profiles: worse than useless
• Not the place to fudge facts • Tons of networking resources: businesses, industry
groups, leaders
• Excellent FREE job hunGng
Building your Personal Brand
Lucky y’all: Another handy handout
Building your Personal Brand
Doing your homework
• Online damage control
• Fixing your Facebook • Bringing your LinkedIn back to life • Tips for privacy and security senngs
• Then, the fun stuff
Building your Personal Brand
Growing your Personal Brand online
I WOULD RATHER DIE STANDING THEN LIVE ON MY KNEES
Building your Personal Brand
Network and brand yourself online
• Aoer damage control and maintenance
• COMMIT to 1-‐2 online channels
• PUBLISH twice a week; Gps in handout • CLOSE old or incomplete channels
• MAINTAIN an updated digital resume
• UPDATE your resume/experience once a quarter
• REVISIT your brand 1-‐2-‐3 once a year
Building your Personal Brand
Use your brand superpowers for good
• DON’T waste Gme or energy networking with jerks
• ENDORSE frugally and wisely • FIND groups where you can learn and grow • FIND a cause and get involved, now • PICK the brains of wise colleagues
Building your Personal Brand
Your ulHmate goals
• A lively, engaging Personal Brand that supports your career goals
• An evolving, growing network you can contribute to and learn from
• Rewarding contribuGons to the greater good
Building your Personal Brand
Let’s talk Q&A
BEATIFUL DISASTER
Building your Personal Brand
Call me, y’all
• Happy to meet individually or with groups
• I like breakfast and lunch; I LOVE happy hour • [email protected]
• LinkedIn.com/in/caseymillergenius
• My personal business cards are awesome!
Building your Personal Brand
You’ve been a great audience!
Well, most of you anyway.