Bra

in T

atto

o B

rand

ing

• 345

Bay

shor

e B

lvd.

#71

3 • T

ampa

, FL

3360

6 • 7

13-8

28-0

691

• kp@

bran

ding

diva

.com

March 7, 2010

Social media program – Presented by Karen Post 2010 World of Modular Annual Convention and Tradeshow

Online personal, professional brand management tips

1. DO demonstrate your professional skills by starting an industry-related blog or by helping your peers on LinkedIn Answers and other networks.

2. DO use your real name to brand professional profiles on LinkedIn or other sites. For personal profiles (stuff you don’t want employers or colleagues to see, such as family photos), pick a made-up username that only your friends or family knows about.

3. DO buy your domain name (www.JohnDoe.com), even if you don’t intend to use it right away. This can prevent someone else who may have a different reputation from building a footprint with your name.

4. DO develop your “elevator pitch” (a concise description of who you are, what you do, and who you do it for) and post it to your online profiles.

5. DO post a professional photo on your social media profiles. Help your connections put a face with a name – they’ll be more likely to remember you when they need to find someone with your expertise or skill set.

6. DO be keenly aware that potential business partners, clients and even members of the media may be checking out your online profiles to get a better idea of who you are before they hire, do business with, or interview you. Present yourself at your best, at all times.

7. DO take advantage of Facebook’s excellent privacy options if you choose to have a presence on that site. Facebook makes it easy to split your content into items that can be seen only by close friends and family vs. content that can be seen by your entire network. You can go ahead and post your Maui beach vacation photos so that your college friends can see them, but your business peers and that new client you landed yesterday can’t.

8. DON’T neglect your online profiles once you set them up. Make sure you update your profile details when you change positions or lead a new program.

9. DON’T use bad language about people or organizations online.

10. DON’T forget to set up a Google Alert and Profile for your full name. Google will notify you by e-mail of the latest mentions of your name on the Web and your profile will add to your footprint.

11. In most cases, DON’T include content on your profile that can be considered controversial. It’s best to leave political and religious preferences off the table especially when you are posting via your company.

12. DON’T use social media as an advertising tool. Just as businesses have learned the hard way that their audiences don’t want to see marketing messages on their social networking sites, your personal network will not appreciate being spammed with hard selling information about your latest business products or services.

13. DON’T use add-in applications unless you carefully review the terms of use for each one. There are few LinkedIn and even fewer Facebook applications that are appropriate or useful for business purposes, so

kpost@braintattoo.com 713-828-0691 www.braintattoo.com 2

it’s often best to avoid them entirely. If you do decide that you would like to “throw a snowball” at some of your Facebook friends, make sure that you don’t let the application access your entire contact list.

14. DON’T forget to make sure all your social media profiles are indexed by the search engines. Part of a good online brand management strategy is taking ownership of the search results that are served up when someone searches for your name.

Social media resources and tools Google Analytics: a free service offered by Google that generates detailed statistics about the visitors to a website

Demandbase: an analytics tracking program that shows real-time visitor traffic on websites

Wordpress: an open source blog publishing applications designed to be user-friendly through a content management system

Social media definitions Facebook: a free social networking platform where users can add friends, send messages, update personal profiles to notify friends about themselves; users can also connect with business “Fan Pages”

LinkedIn: a business-oriented social networking site where users can create personal profiles, company profiles, and groups based on specific interests

Wikipedia: a free web-based collaborative, multilingual encyclopedia project where users can edit articles

Flickr: an image and video hosting community where users can share and embed photographs

YouTube: a video sharing website on which users can upload and share videos

Meetup: an online social networking portal that facilitates offline group meetings in various locations around the world

Slideshare: a business media site for sharing presentations, documents, and pdfs

Docstoc: an online community to find and share professional documents

Twitter: a free social networking and micro-blogging service that enables its users to send and read messages known as tweets made of 140 characters Twitter-specific terms Tweet: a short update of what you are doing for about 140 characters.

Followers: people who are subscribed to your updates or fondly known as Tweets.

Following: people you are interested in following by subscribing to their updates or tweets.

Direct Message (DM): sending a Direct Message to your followers.

kpost@braintattoo.com 713-828-0691 www.braintattoo.com 3

At (@): you can use this when you are referring him/her in your updates. You can prefix their username with @ to display his/her Twitter account in the update.

Re-Tweet (RT): you can relay a tweet or update by a Twitterer or Tweeter to everyone who are following you.

Hashtag (#): when you want to say something specific about some issue or subject, you can prefix your subject with #.

Tweet – Up: when a group of Twitterers or Tweeters arranges a meeting for a social interaction or for some bloggers to meet and so on.

Blocking/Spam: you may get requests from Spam Twitterers; you can block them in two ways: directly from the user’s Twitter page or through your Followers list; just hit Block and Twitter will confirm it.

Twitter tools 1) Grade your Twitter profile. Try Twitter grader to see if your tweet power, authority, and reach are working for you. This grader not only gives you a score, but tells you how to amp things up. 2) Organize and manage your tweets better. Check out TweetDeck. This cool tool is your personal browser for staying in touch with what’s happening now; connecting you with your contacts across Twitter, Facebook, and more. TweetDeck shows you everything you want to see at once, so you can stay organized and up to date. 3) Analyze your tweets. Twitter analyzer is a great tool to see what type of professionals are following you, how many people you are reaching beyond your followers, who is tweeting about you, and lots more. 4) Track the Twitter addicts by location. Twitterholic lets you find people in a geographic area and also ranks you in the world of Twitterers. For example, since I live in Tampa, I searched with http://Twitterholic.com/top100/followers/bylocation/Tampa/ and learned how often Tampa folks were tweeting and who they were. I also learned that I am #52 in active Tampa tweeters. 5) How does your profile compare to others (like your competitors) and how do subjects compare. Twittervolume provides a great snapshot. Type in your handle along with competitors; Twittervolume shows you the volume tweets. Want to find the best key word? Type in several. 6) Shorten URLs you want to share on Twitter with Bit.ly. This site also helps you track how many people click on particular links when you post them on Twitter. 7) The Tweetlater suite offers Twitter tools such as tracking clicks on your links, tracking keywords, scheduling tweets and more.

building your brand online

Brandingdiva®

meet millie an amazing texas gal

Brandingdiva®

think

+ feel

sum of all you do new way

Brandingdiva®

= brand

+ expect

3 actions1) new mind-set

2) band equity

purpose • points of difference • personality • promise

power up your brand

Brandingdiva®

2) band equity

3) new touch points

oldinterrupt

mass-market sell

pushbuy attention

new mind-setleverage

social media

engage me

1)

Brandingdiva®

me help attract educate

The social media for business

New world New way

• Technology enables

social media for business

Brandingdiva®

earthwise™ A division of ALBEMARLE®

• Technology enables

• Giant open party 24/7

• Part of marketing mix

• Strategic relationships

• 2 way talk

Brandingdiva®

Producer? Commenter? Sharer? Watcher? Clueless?

social media your pulse??

Brandingdiva®

earthwise™ A division of ALBEMARLE®

Should we call 911?

social media afraid to step in?

Brandingdiva®

earthwise™ A division of ALBEMARLE®

depending on business goals, tools vary in value

social media best tools

Brandingdiva®

social media how it can help you?

� search engine results� research� customer/member service� reputation management� promo/pr� networking

Brandingdiva®

� networking� lead-generation� internal communications� monetization

social media mechanics of search

Google (63% of search market)

Makes copy of the web

Information extracted

Index created

Index stored on servers worldwide

Brandingdiva®

Index stored on servers worldwide

• User searches (query)

• User location/login Id’d

• Query matched with index

• Returns matching docs

(Source Top Rank® online marketing)

Social media how important is a blog?

Brandingdiva®

complete profile companypersonal

� g+g recommendations� join groups

social media business communities

Brandingdiva®

� join groups� converse/participate� applications

social media blue egg on your face

Brandingdiva®

social media tweets can be sweet

In 140 wordsHandle, retweet, direct tweet

In 140 wordsHandle, retweet, direct tweet

Brandingdiva®

tweet• Link to other content

• Post news

• Stir up discussions

• Share ideas

• Recruit people

• Praise others

tweet• Link to other content

• Post news

• Stir up discussions

• Share ideas

• Recruit people

• Praise others

social media broadcast channels

Brandingdiva®

earthwise™ A division of ALBEMARLE®

social media offline + online = more

Brandingdiva®

Monitor sites• Who’s visiting?

• What keywords?

• How long are they staying?

• Most popular pages?

Monitor sites• Who’s visiting?

• What keywords?

• How long are they staying?

• Most popular pages?

Work from plan – Tactics continued, Google analyticssocial media tracking efforts

Brandingdiva®

earthwise™ A division of ALBEMARLE®

multiple personalities

� porn star � convicted, and felon or � new york times reporter?

social media nice person. bad results.

Brandingdiva®

social media the darker side

Brandingdiva®

Highjack a brand - Dominos

No response - Whole Foods

Misbehaving team – PR firm

Bad service goes viral - Dell

strategic plan

-art of repurposing

content bankprofile top subjectsmini by-line

social media time sucker

Brandingdiva®

mini by-linekeywords

-schedule SM time-leverage best

tools & practices-monitor

� be the expert� stay top of mind

2)

social media build brand equity (assets)

Brandingdiva®

� stay top of mind

� tell a consistent story

� deliver awesome experiences

website- look and feel, content, experienceemails and signatures, widgets

blogsmicroblogs

profiles on SN sites

logo, name, membership kit ads, brochuresevents

phone recordingawardsofficestradeshows

videos

offlineonline

social media be on brand/ all touch points

Brandingdiva®

sites

comments tagged content -articles/video

search resultsbanners, webinars, podcasts, directories, press

processes communication

staff, volunteers

3)

online

� research

� claim space� identify rivers� lurk and learn first� links are gold� provide value

social media get going today

Brandingdiva®

� provide value

� don’t sell � monitor

social media novelty? necessity? next big thing?

Brandingdiva®

doers Loads of FREE ideas

thank you

brandingdiva.comspeaker, consultant, entrepreneur

713-828-0691

braintattoo.com

Brandingdiva®

braintattoo.com

oddpodz.coma community for creative-minded business thinkers