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As our online experiences become increasingly social, it is important for professionals to learn how to effectively manage their image online. Francis Skipper, Director of Search and Social Media Marketing at 451 Marketing, taught attendees how to craft and communicate a strong, unified personal brand online using social media to help achieve professional goals. Attendees learned learn best practices, tips, and tools that, when combined thoughtfully, can help them manage and leverage their personal brand online.
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Your Personal Brand
and Social Media
I. Listen & Monitor
WHAT are people saying about
you/your brand online
WHERE are people discussing
you/your brand online
WHO is discussing you/your brand online
Francis Skipper
451 Marketing
Also monitor…
Industry
Competitors
#TrendingTopics News
PROFESSIONAL v. PERSONAL
Social Media Brand
II. Define Your Brand & Voice
Who Am I?
What Do I Do?
What Do I Believe?
+What Value Do I Add?
=Your Personal Brand
Search Marketer
Global Search Marketing
Executive Based in Boston
and San Francisco
II. Define Your Brand & Voice
OR
Like Any Brand, Consistency is Key
Francis Skipper is the Director of Search Marketing at 451 Marketing. @fskip
III. Four Major Platforms
I’m eating a #doughnut
I ‘like’ doughnuts and doughnut-eating groups
I have doughnut-eating skills and expertise
These are my opinions and expertise on doughnuts
Social Tools Explained…
…Using Doughnuts
(I’m eating a #doughnut)
1. Share content you have created with community
2. Show your involvement in an industry dialogue
3. Voice your opinions on relevant topics
4. Identify yourself authoritatively amongst your target
audience
5. Extend your brand image
Personal Brand Goals for Twitter
#Hashtag Link
Check out our latest blog post by @maxesilver "Not -So-Quiet Riot: Why Boston’s #RubyRiot Was a Success" http://ow.ly/4Zn3D
@451Heat
≤ 140 Characters
Anatomy of a Tweet Handle
Content Credit the Source
Major Components of Twitter Profile
Chose a Background
Which Reflects Your Brand
Profile Picture
Name
Handle
Profile with links to blog, website,
etc.
Proven Ways to Get More Followers
(Dan Zarella, HubSpot)
1. Show who you are – a complete bio with link to your
site
2. Minimal self-promotion – don’t be that guy at the
cocktail party
3. Identify yourself authoritatively
4. Avoid negativity - like sadness, aggression, negative
emotions and feelings, and morbid comments
Who Should You Follow?
• People you want to engage with: • Clients • Potential clients • People in your industry • Competitors • Partners • Industry influencers
(I ‘like’ doughnuts and doughnut-eating groups)
1. Set personal/professional boundaries!
2. Share content and ideas
3. Extend your brand image using Timeline
Personal Brand Goals for Facebook
Privacy Settings on Facebook
Branding Using Facebook Timeline
Profile Picture Cover Photo
(I have doughnut-eating skills and expertise)
1. Connect with professional contacts
2. Share relevant content you have created with
community
3. Show your involvement in an industry dialogue
4. Voice your opinions on relevant topics
5. Identify yourself authoritatively amongst your target
audience
Personal Brand Goals for LinkedIn
Setting Up Your LinkedIn Profile
Optimize Profile
Leverage Groups
AJ Gerritson
Engage In Community
Set Alerts
Mobile Networking
LinkedIn Resources
(These are my opinions and expertise on doughnuts)
1.
Personal Brand Goals for Blog
1. Create central hub for your personal brand
2. Share original content and opinions on topics relevant
to your audience
3. Identify yourself as a thought leader and showcase
your writing skills
4. Extend your brand image
Central place for content creation, establishing
voice, and positioning yourself as thought leader
IV. Tools To Monitor & Maintain
Tweets Written in Advance
Tweets You’ve Already Sent
People Who’ve Mentioned You
Custom Created Search Terms
Nameplate Pages
Takeaways
1.Research your online brand 2.Establish your Voice (professional v personal) 3.Be consistent across platforms 4.Optimize your profiles 5.Use tools to monitor
Questions?
Francis Skipper Director of Search Marketing
617-986-0226
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
Your Personal Brand
and Social Media
