Blog Yourself into Your Dream Job

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

Blog Yourself into Your Dream Job(The Internet has Democratized Fame)

PREPARED FOR The American University

February 18, 2013

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

ABOUT CHRIS(Your Lecturer for the Evening)

2

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

3

BIO

Chris Abraham, Director, Social Media

Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response.

A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and advisor to the industries’ leading companies. Chris is based in Washington, D.C.

And while he may well be a graduate of GW, he’s completely devoted to WAMU 88.5FM and the queen of talk radio herself, Ms. Diane Rehm.

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

ABOUT UNISONAgency Overview

4

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

Behind every great brand there is a compelling story. Unique. Inspiring. Unprecedented. Iconic. Defining. Enduring.Unison’s business is getting to the heart of human behavior and creating compelling stories through user-centered, integrated experiences. In doing so, our brands cut through the noise of our information-overloaded, 21st century lives to create recognition, stimulate action and build loyalty.

5

OUR GOAL: BUILDING MEMORABLE EXPERIENCES

5

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

Unison serves clients in 35+ countries across government, not-for-profit, retail, hospitality, financial services, and energy sectors.

GLOBAL EXPERIENCEALLIANCES/PARTNERS

2003 Founded

3 Offices

6 Industry segments

11+ Languages

25+ Employees

11 Disciplines

35+ Countries

1 Global network

6

AGENCY SNAPSHOT

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

7

BRAND: What we need customers to think and feel to achieve the goals of a business at every interaction (decision point) with a brand

PRODUCT/EXPERIENCE DESIGN: How we increase value through innovation

OMNI-CHANNEL EXPERIENCES: How we engage customers across all channels in alignment with the brand

CAMPAIGNS & STRATEGIC COMMUNICATIONS: How we drive customers to take action in alignment with the business goals

CUSTOMER

EXPERIENCE

KEY SERVICES

OUR CAPABILITIES

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

8

BUILDING FAMEHow I Did It (and You Can Too)

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

9

ON THE INTERNET, NOBODY KNOWS YOU’RE A DOG

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

WHOWho are the influencers and luminaries of your industry?(Who do you want to be, to become?)

WHATWhat do these industry celebrities care about?(What do you care about? What is your passion?)

WHEREWhere do they spend their time?(Where do you spend your time? Doing what?)

HOWHow do you engage them meaningfully and positively?(How do they engage you back?)

10

ON THE INTERNET, YOU’RE ONLY AS GOOD AS YOUR CONTENT

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

11

STEP 1: YOU NEED TO START A (REAL) BLOG

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

12

STEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

13

STEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

14

STEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

15

STEP 3: ENGAGE WITH YOUR LUMINARIES WHERE THEY LIVE

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

16

STEP 4: BLOG YOUR WAY UP IN THE WORLD

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

STEP 5: NAIL THE INTERVIEW EVERY TIME YOU BLOG

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

18

STEP 6: MAKE SURE THEY KNOW YOU BY NAME

• Become a colleague not a follower• Become a competitor and not an inferior• Become an ally and not an unknown• Become an asset and not a liability• Become a resource and not a regret• Become a friend and not an acquaintance

• Ask for help as much as you offer it• Ask for favors as much as you grant them

•People feel invested if they invest in you

• Bloggers (and profs) don’t take commenters seriously • Bloggers debate blogger to blogger (as do profs)

Brand + Digital

Pro

pri

eta

ry a

nd

Confid

enti

al

Waterfront Center1010 Wisconsin Avenue, NWSuite 405Washington, DC 20007USA

202.337.7887202.466.6235

Tribeca Film Center375 Greenwich StreetNew York, NY 10013USA

212.941.3990212.777.0907

info@unisonagency.comunisonagency.com

West Coast Office1035 South Grand AvenueLos Angeles, CA 90015USA

213.744.7900213.744.7901

THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME:myTWITTER: @chrisabraham

myFACEBOOK: /chrisabraham

myLINKEDIN: /in/chrisabraham

myEMAIL: chris@unisonagency.com

myBLOG: chrisabraham.com

myG+/Talk: cabraham@gmail.com

unTWITTER: @UnisonAgency

unFACEBOOK: /UnisonAgency

unLINKEDIN: /company/unison-agency

unEMAIL: chris@unisonagency.com