Optimizing Your Optimizing Your Online PresenceOnline Presence

Personal Web Sites, LinkedIn, Personal Web Sites, LinkedIn, and Putting Your Brand on Steroidsand Putting Your Brand on Steroids

Lance DaileyLance DaileyCustomer Experience ManagementCustomer Experience Management

Dec 17, 2009Dec 17, 2009ENG Skills WorkshopENG Skills Workshop

847.224.4086 m847.224.4086 m lance.dailey@att.net

Who am I?Who am I?Lance DaileyLance Dailey

Customer Experience ManagementCustomer Experience Management

Creating profitable, memorable customer Creating profitable, memorable customer experiences for more than 15 yearsexperiences for more than 15 yearsExpertise in sales, channel, and customer Expertise in sales, channel, and customer care, and managing all these teamscare, and managing all these teamsMore than 12 years in high-tech sectorMore than 12 years in high-tech sectorSpecializing in unified business strategies Specializing in unified business strategies to delight both customers and partnersto delight both customers and partners

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Optimizing Your Online PresenceOptimizing Your Online Presence

Agenda:Agenda:Goal of creating online presenceGoal of creating online presenceRight tool for the right jobRight tool for the right jobPersonal web site v LinkedInPersonal web site v LinkedInOther lesser-known resourcesOther lesser-known resourcesBuild v buy optionsBuild v buy optionsServices available to assist you furtherServices available to assist you further

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Optimizing Your Online PresenceOptimizing Your Online PresenceFirst things first:First things first:

What do YOU What do YOU want to out of your ownwant to out of your own

““online presence”online presence”????

This is your starting point . . .This is your starting point . . .

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Goal of creating online presenceGoal of creating online presence

Why go online at all?Why go online at all?Reinforce or establish your brandReinforce or establish your brandBe findable!Be findable!Differentiate yourself from the fieldDifferentiate yourself from the fieldCommunicate you’re tech savvyCommunicate you’re tech savvyDemonstrate domain knowledge (SME)Demonstrate domain knowledge (SME)

Tom Gosche – The Tom Gosche – The BRAND System

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Tom Gosche – The BRAND SystemTom Gosche – The BRAND System

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Right tool for the right jobRight tool for the right jobLinkedIn – the ultimate networking toolLinkedIn – the ultimate networking tool

Great place to establish presenceGreat place to establish presenceCritical to have the profile you wantCritical to have the profile you wantMust communicate who you are Must communicate who you are – Or who you Or who you want to be want to be at least! at least!

Where recruiters and hiring mgrs goWhere recruiters and hiring mgrs go– Stacey Hanke quote – Stacey Hanke quote – 80%!80%!

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Right tool for the right jobRight tool for the right jobLinkedIn – 100% completeness!LinkedIn – 100% completeness!

History back 10 years History back 10 years Recommendations!Recommendations!Professional-Professional-looking looking photophotoApplications Applications Title v HeadlineTitle v HeadlineGroups (choose right number)Groups (choose right number)

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Examples of OptimizationExamples of OptimizationLinkedIn profiles – different typesLinkedIn profiles – different types

Professional individual Professional individual – James (Jim) Liddle profileJames (Jim) Liddle profile– Dennis Burnell Dennis Burnell profile – Steve Stern Steve Stern profile

Business-orientedBusiness-oriented– Mike O’Neil (greater Denver area) Mike O’Neil (greater Denver area) profile – JD Gershbein (greater Chicago area) JD Gershbein (greater Chicago area) profile – Stacey Hanke (greater Chicago area) Stacey Hanke (greater Chicago area) profile

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Right tool for the right jobRight tool for the right jobLinkedIn – preliminary tipsLinkedIn – preliminary tips

SettingsSettingsKeywords content, repetitionKeywords content, repetitionEdit in Word, but limitationsEdit in Word, but limitationsConsistency! Consistency!

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Right tool for the right jobRight tool for the right jobOther career-focused online vehiclesOther career-focused online vehicles

www.VisualCV.com – Great concept, better than pasted resumeGreat concept, better than pasted resume– Another site to build and maintainAnother site to build and maintain

www.MyCareerHighlights.com – Very slick/sharp presentation, graphical layoutVery slick/sharp presentation, graphical layout– High fees, not self-maintained so ongoing costHigh fees, not self-maintained so ongoing cost

Google profile Google profile www.google.com/profiles – No cost, great for increasing rank in GoogleNo cost, great for increasing rank in Google– Links to others of your sites like . . .Links to others of your sites like . . .

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Right tool for the right jobRight tool for the right jobBranding and social media toolsBranding and social media tools

FacebookFacebook– Can be professional while personalCan be professional while personalTwitterTwitter– Dips toe in water to blogDips toe in water to blogBlogging Blogging – Establish yourself as SME in your passionEstablish yourself as SME in your passion

Benefits: Benefits: 1.1. ALL improve search page rank!ALL improve search page rank!2.2. ALL can connect to your LI profile!ALL can connect to your LI profile!

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Right tool for the right jobRight tool for the right jobTwitter & BloggingTwitter & Blogging

Twitter Twitter – is NOT about what you ate today! is NOT about what you ate today! – It IS for showing bits of domain expertiseIt IS for showing bits of domain expertise– Demonstrate your passionsDemonstrate your passions– Great start to blogging Great start to blogging

Blog sitesBlog sites– Wordpress, Blogger (Google); analytics tooWordpress, Blogger (Google); analytics too– For when you REALLY have to “share with the class”For when you REALLY have to “share with the class”– If you just enjoy writing, period – show this offIf you just enjoy writing, period – show this off

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Examples of OptimizationExamples of OptimizationDo It Yourself Blog sitesDo It Yourself Blog sites

WordpressWordpress– Steve Stern blog Steve Stern blog

Blogger (Google)Blogger (Google)– Yours truly! blogYours truly! blog

Blog.comBlog.com– Guy Kawasaki blogGuy Kawasaki blog

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Personal SitePersonal Site v LinkedIn v LinkedIn

Advantages:Advantages:Unique, brandedUnique, brandedShows off your skill Shows off your skill and/or visionand/or visionIncrease page Increase page rankingsrankingsComplete flexible and Complete flexible and customizablecustomizableAnalytics availableAnalytics available

Disadvantages:Disadvantages:Another location to Another location to maintain contentmaintain contentOften fees involvedOften fees involvedVERY different v print VERY different v print

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Personal Site v Personal Site v LinkedInLinkedInAdvantages:Advantages:

FREE!FREE!Manage your whole Manage your whole network herenetwork hereWidely accepted standardWidely accepted standardEasily incorporate appsEasily incorporate appsUnique, branded Unique, branded contentcontentIncrease page rankingsIncrease page rankingsSomeSome visitor info visitor info availableavailable (upgrade req’d) (upgrade req’d)

Disadvantages:Disadvantages:Cannot change look/feel of Cannot change look/feel of your brand (generic)your brand (generic)No true customizationNo true customizationDifficult to use links in text Ads on the page distractNot a dedicated audienceOnly a single “info page”Not “tech savvy” anymoreSomeSome visitor info available visitor info available ((upgrade req’dupgrade req’d))

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Personal Site OptionsPersonal Site OptionsThings to consider:Things to consider:

How much do you want to spend?How much do you want to spend?How much do you want to do yourself?How much do you want to do yourself?– Complete buildComplete build– Layout ideasLayout ideas– Content only Content only

Personalized email address for branding?Personalized email address for branding?

Depending on answers to the above, other Depending on answers to the above, other services available . . .services available . . .

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Personal Site OptionsPersonal Site OptionsWeb servicesWeb services

Intuit Small Business servicesIntuit Small Business services– Do It Yourself (DIY) or pay them to build it Do It Yourself (DIY) or pay them to build it – Buy domain from them, or bring in oneBuy domain from them, or bring in one– Many Do It Yourself templates to choose fromMany Do It Yourself templates to choose from– Can get email, analytics, etc.Can get email, analytics, etc.

MonthlyMonthly payout payout fees– From $5.00 (plus extras) to $50.00 (all in)From $5.00 (plus extras) to $50.00 (all in)– Upgrade / downgrade as neededUpgrade / downgrade as needed

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Personal Site OptionsPersonal Site OptionsWeb servicesWeb services

Vistaprint Business Identity website servicesVistaprint Business Identity website services– Only Do It Yourself servicesOnly Do It Yourself services– Free domain option (with a catch)Free domain option (with a catch)– Buy domain from them, or bring oneBuy domain from them, or bring one– Match your Vistaprint business card brandMatch your Vistaprint business card brand– Can get email, analytics, etc.Can get email, analytics, etc.

MonthlyMonthly payout payout fees– $5.00 (plus extras) to $20.00 (all in)$5.00 (plus extras) to $20.00 (all in)

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Personal Site OptionsPersonal Site OptionsDomain name only serviceDomain name only service

GoDaddy, BlueHost, etc.GoDaddy, BlueHost, etc.– Custom domain name(s)Custom domain name(s)– Email addresses (up to 10)Email addresses (up to 10)– Basic free landing page, scaled back templatesBasic free landing page, scaled back templates– Possibly for more experienced web usersPossibly for more experienced web users– But VERY inexpensive!But VERY inexpensive!

YearlyYearly payout payout fees– Specials from $2 first year up to regular ~$30/yrSpecials from $2 first year up to regular ~$30/yr

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Personal Site OptionsPersonal Site OptionsGeneral tips & tricks of the trade:General tips & tricks of the trade:

Key words are crucial throughout contentKey words are crucial throughout content– Keep them specific, localKeep them specific, local– NOT just putting background text everywhereNOT just putting background text everywhere

Keep colors simple, complimentaryKeep colors simple, complimentary– Tie in with branding in business card, print materialsTie in with branding in business card, print materials

No distracting graphics, images/video, sound, etc. No distracting graphics, images/video, sound, etc. Only include what will . . .Only include what will . . .– Communicate your valueCommunicate your value– Reinforce your brandReinforce your brand

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Personal Site OptionsPersonal Site OptionsTips & tricks of the trade (cont’d)Tips & tricks of the trade (cont’d)

3 critical components3 critical components– Quick digestion i.e., comprehension Quick digestion i.e., comprehension – Logical navigation (50% rule)Logical navigation (50% rule)– Intuitiveness of flow, follow standardsIntuitiveness of flow, follow standards

Keep content as “timeless” as possibleKeep content as “timeless” as possible– Minimizes your ongoing maintenance Minimizes your ongoing maintenance – Both in content and pix/imagesBoth in content and pix/images

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Examples of OptimizationExamples of OptimizationPersonal sites on free web vehicles:Personal sites on free web vehicles:

Wordpress sitesWordpress sites– Chris Campbell’s company Chris Campbell’s company site (Uniek) (Uniek)– www.CheapWineFinder.com (Uniek) (Uniek)– Steve Stern’s “how to” Steve Stern’s “how to” site (DIY) (DIY)

Domain name host siteDomain name host site– Free landing page Free landing page www.lancedailey.com – Can also point to another site (blog, etc.)Can also point to another site (blog, etc.)

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Online Presence OptimizationOnline Presence OptimizationPurpose – Using Web 2.0/social media to: Purpose – Using Web 2.0/social media to: 1.1. Communicate your value Communicate your value 2.2. Reinforce and/or establish your brandReinforce and/or establish your brand

Through Uniek Development Through Uniek Development (say “unique”)(say “unique”)– Mike Kuiken and Lance DaileyMike Kuiken and Lance Dailey– From just online presence review to overall From just online presence review to overall

site build and continual maintenance of your site build and continual maintenance of your online info (resume docs, networking sites)online info (resume docs, networking sites)

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Online Presence OptimizationOnline Presence OptimizationLevels of service available:Levels of service available:

Saw a need, trying to fill itSaw a need, trying to fill itFrom review & consult only, to full build & From review & consult only, to full build & monthly maintenancemonthly maintenanceWe work with what’s best for We work with what’s best for youyouSpecial pricing for ENG Skills Workshop!Special pricing for ENG Skills Workshop!Relationships with other experts Relationships with other experts – Branding (Tom Gosche), Communications Branding (Tom Gosche), Communications

(Stacey Hanke), Video (GinkoMedia), etc.(Stacey Hanke), Video (GinkoMedia), etc.– Can be brought in as needed at special ratesCan be brought in as needed at special rates

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Online Presence OptimizationOnline Presence OptimizationSpecial pricing for all ENG Skills Special pricing for all ENG Skills

Workshop attendees:Workshop attendees:Fine printFine print: Purchase Uniek OPO services by : Purchase Uniek OPO services by EOB Feb 1, 2010 – that’s it!EOB Feb 1, 2010 – that’s it!Ask about our new Ask about our new Online Information Online Information MaintenanceMaintenance packages packagesWant more details? Want more details? Let me know . . .Let me know . . .– Or just contact me at my info below anytime!Or just contact me at my info below anytime!

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Optimizing Your Optimizing Your Online PresenceOnline Presence

Personal Web Sites, LinkedIn, Personal Web Sites, LinkedIn, and Putting Your Brand on Steroidsand Putting Your Brand on Steroids

Lance DaileyLance DaileyCustomer Experience ManagementCustomer Experience Management

ENDEND847.224.4086 m847.224.4086 m lance.dailey@att.net

Online Presence OptimizationOnline Presence OptimizationOPO Services – 5 Levels of assistance from Uniek:OPO Services – 5 Levels of assistance from Uniek:1.1. Social media optimization consultSocial media optimization consult

– LinkedIn, blogging, Twitter, etc.LinkedIn, blogging, Twitter, etc.2.2. Website consult for self-service (teach to fish)Website consult for self-service (teach to fish)

– Walk through of tools, point in right directionWalk through of tools, point in right direction3.3. Site layout consult + site build/shadowSite layout consult + site build/shadow

– 1hr each of layout & shadow Uniek for build, then client maintains1hr each of layout & shadow Uniek for build, then client maintains4.4. Complete layout and build of site, maint shadowComplete layout and build of site, maint shadow

– No touch for client until maintain mode, 1hr shadowNo touch for client until maintain mode, 1hr shadow5.5. Touchless site layout, build, Touchless site layout, build, andand maintenance maintenance

– No touch for client forever, No touch for client forever, monthlymonthly maint fee maint fee

Also ask about our Also ask about our Online Information MaintenanceOnline Information Maintenance packages to help keep packages to help keep allall your info up to date your info up to date

anywhereanywhere on the Web! on the Web!

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