Online Personal Branding - Develop your Personal Brand Today!

Online Personal Branding

A few facts…70% of companies rejected job seekers based on the applicants’ online reputation……but only 7% of Americans believed that their online presence affected the job search.

The average American executes on 1 Google search every day.

The internet is a historical log that remembers everything you say and do online.

Do you know what youronline presence looks like?

• We have no storefront. So, in many ways, you are the storefront!

• A large percentage of people who you do a consultation with will Google you! You want to be ahead of the game in terms of what they see.

• We are a very personal business involving people’s homes and their children. It is important to appear to be that person who is…

Personal Branding & Tutor Doctor

Who’s Brand Matters

• Franchisees • Education Consultants • Tutors

Goals

Franchiseesstrong brand aligned with our company values and identity.

Education Consultantsa brand that creates a comfort level for an in-home consultation.

Tutorsa brand that is not damaging or embarrassing if someone does a Google search.

Franchisee Branding Paradigm

AUTHENTIC (5 points)

WELL-ROUNDED (5 points)

UNIQUE (5 points)

APPROPRIATE (5 points)

Our Process

1. See Where You Stand2. Change Behaviour – Starting Today!3. Create a Profile that is YOU 4. Create Content

1. See Where You Stand

Do a Google search for yourself. If your name alone does not bring up results, try adding your city name or school name if applicable.With that on your screen, you can now do a self-assessment based on the personal branding model:

1. Authentic 2. Well-Rounded 3. Unique 4. Appropriate

2. Change Behavior – Starting Today!• After you have rated yourself in each of the categories, you can

multiply that number by 5 and get a percent rating.• Similar to a grade, you can look at you rating in the following way:

• 80–100% This means that you have a strong online brand—well done!

• 70–79% You have a pretty good presence, but there are some additional steps to take.

• 60–69%• Under 60% You should consider some of the tips below to

help you build a personal brand that suits you.

3. Categories of Content

1. No Content—the vast majority of people fall under this category

2. A partial profile that either hurts or helps your reputation

3. A mix of good and bad4. A complete profile that you are pleased with

4. Create a Profile that is You

1. Make a list of your personal brand goals and what things you can do to achieve them.

2. Look at your list and see if you think that any goal cancels out the other one.• Do you aspire to a career where you have to be

serious and staid but want to be a funny person with your friends?

Importance of Standing Out

Branding is an important part of business, and a brand alone can be worth billions of dollars.

Thetop brand in 2012 according to Interbrand, considered the world’s top branding agency, is Coca-Cola, reportedly worth over 77 billion dollars.

What is the Audience?

• How old are they and are they men or women?Certain jokes do not span age ranges and the gender divide very well. Also, political or religious views that may be polarizing may not translate well.

• How do they relate to your personal goals?• What content would they see as favourable

and what would they not?

What is the Audience?

1. Create 1–3 basic profiles of the person looking at your brand in terms of demographics, interests etc.

2. Take a look at your current brand and see if there is anything that you need to modify.

3. Jot down some ideas on things you can add to make your personal brand more appealing to your audience.

Use the Social Media Persona Template to help you!

You can find this at the back of the Social Media Guide.

What makes you different?Some questions to ask yourself…• What do you do better than anyone else?• What are your values?• What do people frequently compliment you on or praise you for?• What is it that your teacher, manager, colleagues, friends, and

clients come to you for?• How do you do what you do? What makes the way you achieve

results interesting or unique?• What energizes you? What are your true passions?• What do you aspire to in life? What is your personal vision?

Create a Personal Statement

Create a personal brand statement that aligns with your goals, is appropriate for your audience, and makes you stand out.Use the exercises 1, 2 and 3 as content for this.

Personal branding statements may not be something that you actually use publicly in your blogs or social media profiles, but they are definitely something for you to keep in mind as you build your brand. When you are making choices about what to post, you can remember your branding statement.

Create a Content Plan

Create a content plan for your brand by selecting WHERE (2–3 places), HOW OFTEN, and WHAT you plan to post. Examples: • Facebook • LinkedIn• YouTube • Twitter • Instagram• Google+

#TopTip: Use ‘My Social Calendar in the Social Media Guide to help you.You can find this at the back of the

guide

Franchisee Branding Paradigm

AUTHENTIC (5 points)

WELL-ROUNDED (5 points)

UNIQUE (5 points)

APPROPRIATE (5 points)

Best Practices

• Put your biography on your website• Have a detailed LinkedIn profile • A personal website with your name as a

domain never hurts

Facebook Privacy Settings

• Facebook Business Pages is part of our Social Media best practices.

• Your clients and tutors may want to be your friend on a personal basis as well. Options include: 1. Accepting their request, and putting them on an

“Acquaintance” list. 2. Create a second profile (against Facebook T&C but a

common practice).3. Encouraging them to like your Facebook business page

Facebook Acquaintance List

1. Click on “Friends.”2. Click on a friend that you are not as close to and click on “Add to a List.”3. Add them to a list called “Acquaintances”—you can then restrict the type of content that they see.4. Click on “Privacy”, then “Who Can See My Stuff.”5. Make the default for future posts “Friends Except Acquaintances.”6. Then you can remember to only display your updates to that list, and if you have an update that is less personal, you can post it to all friends.7. Go to your Photo Albums.8. Click on privacy settings for each one, and for more personal albums, make the audience “Friends Except Acquaintances.” Facebook usually defaults profile photos to be public. If you have more personal ones, you have to go through each one and tag it appropriately. Personally, I keep one or two as public in case someone I know is looking for me.9. To make profile photos more private, click on “Edit;” then you can see the Audience Selector tool there.10. Even though this does not 100% guarantee that everything that you want to be private remains private, this is a definite step in the right direction.

Managing EC Personal Brands

• Google your EC and look at the results• Explain that we do “in-home” consultations,

and that we want to make sure that our personal brand as an organization fits well

• Talk to the 1:1 about negative or inflammatory content.

Personal Branding Guide

• My Personal Branding E-Book, Look at Me Now is free for all Tutor Doctor franchisees!

• This includes all exercises

Finally…

We will be sending out a recording of this webinar, my e-book and FAQs from the

webinar next week.

THANK YOU!