crafting the digital you

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CRAFTING THE DIGITAL YOU American Marketing Association Fashion Institute of Technology April 16, 2015 Nunzio Esposito PERSONAL BRANDING

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CRAFTING THE DIGITAL YOU

American Marketing Association Fashion Institute of Technology

April 16, 2015 Nunzio Esposito

PERSONAL BRANDING

NUNZIO ESPOSITO

CREATIVE DIRECTOR & PROFESSOR at FIT + NYU

@nownunz

CRAFTING THE DIGITAL YOU – @NOWNUNZ

A FORCED DETOUR BACKGROUND

CRAFTING THE DIGITAL YOU – @NOWNUNZ

138 CHARACTERSSUMMARY

Living Life + Style, Roadie, YoungTimer, Cyclist, Creative Director at @HookandLoopNYC, FIT + NYU Professor, & Haribo Snob. #InforRhythm

CRAFTING THE DIGITAL YOU – @NOWNUNZ

BRANDING IS MORE IMPORTANT THAN EVER. THERE IS JUST SO MUCH

CLUTTER AND NOISE OUT THERE. HOW DO YOU STAND OUT?

CRAFTING THE DIGITAL YOU – @NOWNUNZ

PERSONAL BRANDINGDEFINITION

CRAFTING THE DIGITAL YOU – @NOWNUNZ

PERSONAL BRANDINGDEFINITION

The practice of people marketing themselves and their careers as brands. Essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group or organization.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

WHY IS IT IMPORTANT?

THE HUNTMUCHO IMPORTANTE

GETTING A JOB FIND FUNDING GET CLIENTS

Google, the company where just about everyone would love to work, gets over a million job applications each year and reportedly only hires .4 - .5% of applicants.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

THE HUNTMUCHO IMPORTANTE

GETTING A JOB FIND FUNDING GET CLIENTS

There are several million “startups” that are formed each year, roughly 1,500 startups get funded by venture capitalists in the US, and 50,000 by angel investors. VCs look at around 400 companies for every one in which they invest; angels look at 40.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

THE HUNTMUCHO IMPORTANTE

GETTING A JOB FIND FUNDING GET CLIENTS

It takes time to make a business work. Roughly Three years to start to become profitable. In the first year you lose money. During the second year you break even. The Third year there should be income.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

BECOME KNOWNTHE NEED

Just like you follow your favorite brands–you want YOUR BRAND to be recognizable, engaging, and unique.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

THROW YOUR HESITATION OUT THE WINDOW AND GET CRANKING

IT IS A MUST HAVE

CRAFTING THE DIGITAL YOU – @NOWNUNZ

DEFINE YOUSTEP ONE

CRAFTING THE DIGITAL YOU – @NOWNUNZ

THE CHALLENGE

ASK YOURSELF QUESTIONSDEFINE YOU

1) What do you want others to think?

2) When I hear my name what comes to mind?3) What is my core focus or area-of-interest?

CRAFTING THE DIGITAL YOU – @NOWNUNZ

WHERE TO STARTDEFINE YOU

Think of it like a class project or client request.

PERSONA AUDIENCE CHANNELS

KEY MESSAGE VISUALS TOV

CRAFTING THE DIGITAL YOU – @NOWNUNZ

THINK 160DEFINE YOU

Convey who you are and your interests by the limitations set by Twitter. That bio not only works for many social accounts, but helps to craft your quick bio.

The world is communicating in short-form, so embrace the limitations and craft your summary.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

CRAFTING THE DIGITAL YOU – @NOWNUNZ

EMBRACE THE SELFIEDEFINE YOU

You will need a key visual that can help align all your channels so that you become recognizable.

Totally cool to use an Instagram photo and not a professional photo. Remember make it feel REAL.

CRAFT YOUR FUTUREDEFINE YOU

This is your chance to define your future or next chapter in life. Focus on the power of perceptions. It is the digital frontier. It’s limitless.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

EMBRACE YOUR INDIVIDUALITY. IT’S YOUR DIFFERENTIATOR.

AUTHENTICITY

CRAFTING THE DIGITAL YOU – @NOWNUNZ

SELECT A NAME, A DIGITAL NAME. OWN IT. LOVE IT. USE IT.

CLAIM YOUR SPOT

CRAFTING THE DIGITAL YOU – @NOWNUNZ

SERP IS TODAY’S BUSINESS CARDDOMAIN & HANDLE

DON’T FORCE IT; FOCUS ON WHAT COMES NATURAL. DO YOU.

ALIGN YOUR GOALS

CRAFTING THE DIGITAL YOU – @NOWNUNZ

AUDIT YOUR ECO-SYSTEMSTEP TWO

CRAFTING THE DIGITAL YOU – @NOWNUNZ

THE PLAN

MAP OUT YOUR CHANNELSAUDIT YOUR ECO-SYSTEM

SOCIAL

PERSONALWEBSITE

SEARCH

MARKETING

WORK EXPERIENCE

NETWORKING

YourBRAND

LEAD GEN

CONTENT

CONTENT

CRAFTING THE DIGITAL YOU – @NOWNUNZ

AUDIT YOUR ECO-SYSTEM

BUILD A HOME

THE FOUNDATIONAUDIT YOUR ECO-SYSTEM

CRAFTING THE DIGITAL YOU – @NOWNUNZ

BLOGGING ISN’T A CHOICEAUDIT YOUR ECO-SYSTEM

CONTENT TYPESAUDIT YOUR ECO-SYSTEM

Only adopt what feels natural to you. Find your voice.

LONG FORMAT EDITORIAL VIDEO

LIVE PICTORIAL TRUNCATED

CRAFTING THE DIGITAL YOU – @NOWNUNZ

CRAFTING THE DIGITAL YOU – @NOWNUNZ

CHOOSE WISELYAUDIT YOUR ECO-SYSTEM

Social media is a powerful outlet for you to establish your brand. Select the ones that fit your brand’s voice.

Its imperative that you continue to keep this channels updated. Remember any person doing an interview has already checked these.

AUDIT YOUR ECO-SYSTEM

POWER UP LINKEDIN

AUDIT YOUR ECO-SYSTEM

SET UP GOOGLE ALERTS

CRAFTING THE DIGITAL YOU – @NOWNUNZ

EMBRACE NEW TECHAUDIT YOUR ECO-SYSTEM

The digital landscape is continuing to grow and refine and communicate differently. Embrace what fits your brand.

If your into video then use it, its an amazing piece of content which has the highest level of engagement and can capture your personality.

THE APPROACHAUDIT YOUR ECO-SYSTEM

DEEP FOCUS ON CONTENT. YOU ARE WHAT YOU PUBLISH.

THOUGHT-LEADER

CRAFTING THE DIGITAL YOU – @NOWNUNZ

STICK TO THE PLAN.

STAY FOCUSED

CRAFTING THE DIGITAL YOU – @NOWNUNZ

PIMP YOURSELF OUTSTEP THREE

CRAFTING THE DIGITAL YOU – @NOWNUNZ

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EMBRACE NETWORKING

NETWORKING 101PIMP YOURSELF OUT

Online or Offline, start networking.1) Explore & organize your existing network 2) Join up - in person or online 3) Make yourself known - don’t go dormant 4) Don’t be shy - get out there 5) Get social, professionally speaking 6) Follow-up - keep the connections

CRAFTING THE DIGITAL YOU – @NOWNUNZ

CRAFTING THE DIGITAL YOU – @NOWNUNZ

MAKE CONNECTIONSPIMP YOURSELF OUT

Align your personal brand with current students, future companies you want to work for, work colleagues, etc. Connect.

When you get a new connection, don’t leave it hanging. Strike up a conversion and make it known that you are aware.

POSITION OF POWERPIMP YOURSELF OUT

Become a leader and then take action. Think about the types of clubs, associations, online forums, internships, class projects, and stand out. Own it–your chance to position yourself.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

STAY CONSISTENTPIMP YOURSELF OUT

In the beginning, its okay to test out the waters as you grow your brand. Eventually you will need to decide. Once you find the right combination or combinations, stick with it.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

GET BOLD, GET FOUNDPIMP YOURSELF OUT

Once you have your eco-system or hub set, time to drive it home. Think about seeing if you can guest blog on sites that are aligned with your brand or area of interest.

Creates good amounts of traffic to your website and positions you as a leader within that area. Even leaving comments on posts is a start.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

PIMP YOURSELF OUT

WATCH THE QUERIES

PIMP YOURSELF OUT

WATCH THE TRAFFIC

REMEMBER THE OLD-SKOOPIMP YOURSELF OUT

The list of items that go beyond the digital needs.

1) Printed Resume 2) Business Card 3) Dressed for Role

4) Interview Prep 5) List of Questions 6) Mindset

CRAFTING THE DIGITAL YOU – @NOWNUNZ

YOUR WEBSITE IS YOUR PERSONALITY & QUALITIES.

THE CORE

CRAFTING THE DIGITAL YOU – @NOWNUNZ

YOUR CONTENT IS YOUR VOICE TIME STAMPED FOR ETERNITY.

THE CONTENT

CRAFTING THE DIGITAL YOU – @NOWNUNZ

YOUR LINKEDIN PROFILE IS YOUR RESUME.

CREDENTIALS

CRAFTING THE DIGITAL YOU – @NOWNUNZ

YOUR NETWORK IS YOUR DIGITAL VALUE. BUILD IT.

YOUR REACH

CRAFTING THE DIGITAL YOU – @NOWNUNZ

YOUR DIGITAL REPUTATION IS YOUR REPUTATION.

CRAFTING THE DIGITAL YOU – @NOWNUNZ

LET IT RIP. Q&A

CRAFTING THE DIGITAL YOU – @NOWNUNZ