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With all the social media applications, the noise is staggering. Learn how to be more effective in managing your personal brand and your signal to noise ration.
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Branding Yourself in a
Noisy WorldSandy Blanquera, Principal, Social Boomerang
Founder, Awesome Women in Business
Founder, TechLife
What is personal branding?– Who you are, what you do and how you do it– Self-packaged & self defined– Donald Trump has a well-defined personal
brand
• Why is it important?– Become an expert – Build your career– Build your network
A decade of personal branding
• From the blog of Dan Schwabel, branding expert
“For most branding campaigns, the first step is visibility. If you're General
Motors, that usually means a full flight of TV and print ads designed to get
billions of "impressions" of your brand in front of the consuming public. If you're brand You, you've got the
same need for visibility.” Tom Peters
Your brand visibility = many impressions
Accidental Branding…I will always cherish
the positive
initial misconceptions
I had about you.
The basic equation
Power of personal brand = Function of
(Social Capital,
Signal to noise ratio, Channel selection)
Don’t go Bowling Alone
Social Capital =
Community Strength +
Network Cohesiveness +
Intensity of Engagement +
Brand reputation
Community Strength +
•Actively network using social media•Actively network offline •Look for shared values/interests•2 way exchange•Hone networking skills•Use multiple connection strategies
Network Cohesiveness +
•Connect with same people on multiple sites•Have consistent contact•Add value; give more than you get•Connect resources to each other
• Intensity of Engagement +
•Connect often
•Look for reasons to connect
•Add energy to conversations immediately
•Ask questions – be interested
Brand reputation
•Have a targeted focus for brand
•Proliferate your brand
•Be distinctive
•Be transparent
•Get feedback and redefine
•Don’t get stuck on one negative event
•Manage issues openly and quickly
•Work with a mentor
What is your signal to noise ratio?
Signal-to-Noise Ratio The ratio of your signal’s power
to the noise power
corrupting and interrupting
your signal.
Social media inundates us with data. Your signal has to penetrate the noise•Create a targeted audience •Make your message something people will choose to listen to•Higher endorsements = greater success•Work the channels to find best demographics and speed to connect•Connect with your audience many ways = personal, business, shared cause or value•Repetitive messaging•Messaging at best times
Channel Characteristics• Twitter growth from 664% to 1,382%
• Population: – twitter 7 million– facebook 13.4 million– facebook 66 million
• Twitter has highest “immediacy”, then facebook, and linkedin lowest
Channel characteristics
% Growth vs. Immediacy vs. Unique audience size in
Millions
664, 3
1382, 7
145, 55
146, 12
228, 66
82, 13.4
-100
100
300
500
700
900
1100
1300
1500
1700
<-- less - immediacy - more -->
% g
row
th y
ear
ove
r ye
ar
Facebook - Dec 08 LinkedIn - Dec 08 Twitter - Dec 08
Facebook - Feb 09 Linkedin - Feb 09 Twitter - Feb 09
Channel considerations
• WWW Reach
• Size of population
• Demographics
• Growth and adoption rates
• Nature of interaction
In 1994 Time Magazine explained…
“The Internet will never go mainstream.”
Personal branding has been called a fad,
but 12 years later, personal branding is
growing stronger with the advent of social media.
Personal branding ismore important than ever.
Ben and Sandy Blanquera