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Business vs. Personal Brand & Your Digital Presence
Don Schindler
• 13 years in digital• 11 years as a
marketer• donschindler.com• [email protected]• @donschindler
What is a professional made out of?
building blocks
http://www.flickr.com/photos/ilamont/4298420926/sizes/l/in/photostream/
What are you known for?
Write a brand statement for yourself.
Brand Statement
• To (target audience), (your name) is the (blank) provider/service of (blank) delivered through (blank).
• To Notre Dame Campus Communicators and employees, Don Schindler is the thought leader for creative marketing and communications solutions in both digital and print.
Brand Promise
With every interaction (whether a question or conversation), I promise to give you the best possible return for your time taken with me.
In other words, I want your TRUST.
You can trust me to be honest, to be blunt, to have your best interest in mind, to give you a reason, to focus on you, etc…
Trust
trust.edelman.com
Trust
trust.edelman.com
How much time does it take to earn trust?
http://www.mykingweb.com/index.php/period-2b/rodriguez-isabel/candy-page
Who are you when no one is looking?
http://planetponzi.com/wp-content/uploads/2011/11/anatomy_of_a_ponzi_scheme.jpg
Digital Life can enhance and be amplified
http://www.thestaffingstream.com/2012/09/14/do-you-have-an-effective-social-media-plan/
How do you live it?
By being connected…
By understanding this is real time communication
Social Media is real time communications like a phone or IM but it can be permanent and spread virally.
That’s the scary part.
HipHopPrez
Privacy vs. Different Reality
I'm not saying this is inherently bad or inherently good – it is just a different reality, and it does come with some conditions.
As leaders we need to help our workforce understand and navigate the challenges that come with the blurring of this line between the professional and personal.
This is more than just making sure your people are aware of bank scams and how to set proper security settings on Facebook.
This is helping them to understand how to recognize for themselves the implications of sharing personal information indiscriminately and of the shifting boundaries of privacy in their professional lives.
The second challenge for leaders in this environment is finding the balance between accountability and empowerment. If you're going to empower your people to communicate, you need to stick with it as you lead by example.
Adm. Gary RougheadChief of Naval Operations
No Anonymity
• Use your real name (no handles unless you are willing to keep that handle forever)
• The digital life and real life are not separate and will forever be connected.
• You can enhance your digital life if you understand how the rules work.
• Real Life to Digital Life – the tools…
BlogOut of my Hands
SpeakingOut of my Mouth
Knowledge
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Who do you know and how well?
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Twitter Handshake?
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<A HREF=“DON KNOWS” TARGET=“_BLANK”>DON
KNOWS HOW TO TALK THE TALK”</A>
How does Google talk?
The Secret to Social Media
Talk about others – highlight them, encourage them, be there for them
and they will be there for you.
The Secret to Negative Social Media
If you are suffering from negative comments, then comment yourself. It will push the negative comments up and into the feed. Same thing goes for a bad
website. Add more content to the web and the bad content loses traction.
Digital Footprint
Google Footprint
Google Alerts
How to enhance your digital presence
• You can control this - the more you add, the more the search engines find.
• Industry Standards– Domain Name / Blogging– Website– Linkedin– Facebook– Twitter– YouTube– Photo Sites– Member Sites
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It’s my Death Star.
blogging
• Search Engines love blogs
• Easy to do• Comments/
Feedback• Inbound Links• Personality• Did I mention
search engines love blogs?
Drive Somewhere
Blog / Websit
e
Company
website
Email Signatu
re
Search Keywor
dsGoogle Adword
sPinteres
t
Youtube
Photo Sites
Google+
Blogging examples
Mobile
Mobile Stats
http://www.geekwire.com/2012/brave-world-realtime-information-answer-questions/#
Linkedin Power
• More connections, more touches• Your online resume and portfolio• Public recommendations• Questions & Answers• Groups to help networking• Connected to Twitter and Facebook
LINKEDIN MAPS CONNECTIONS
Get recommendations and give
Add projects
Link to Twitter
New linkedin recommends
1,000,000,000and counting
Facebook secret– using lists!
Facebook secrets
• Bias against newcomers• “Most Recent” is not really your
friends so use lists• Links are favored over updates.• Photo and Videos trump links.• Get people to comment.• 16% of Page Info is all that gets seen
http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
PROS
• Power of instant conversations• Spreading the word quickly• Professional Development – learn
from experts• You can collect users with bots
(Tweetadder)• You can follow and possibly speak
with people that wouldn’t normally be in your circle of influence
CONS
• Lots and lots of noise• Lots and lots of spam• Lots and lots of robot collection• Interface is not friendly• No real value SEO• Relationships are fleeting
Klout Measurement
Tweetadder
Google+
Other sites
• Niche Networks• Instagram• Pinterest• YouTube• Flickr• Yelp
Quora
What if you can’t be found?
• Buying adwords
How do you keep up?
Editorial Calendar
• Blogging – A must – at least once A week if not more.
• Facebook – when you have something relevant to say (btw, you need to have something relevant to say all the time)
• Twitter – even more.
• Linkedin – not so much.
• Other social media – take lessons from above.
Monitoring Tools
• Social Mention
• SM2• Sysomos
Heartbeat
Quick, Smart Responses
I post.
I get Retweeted.
I thank them.
How much time does it take?
Integrate it into your life
• Just like you did with– cellular phone– email– texting
• You’ve done this before.
• And, we know, you’ve got something to say.
How do you measure the return?
• You can:– TRUST– Track Your
Time– Measure Your
Connections– Ask People If
You Are Who You Say You Are
– Measure Your Digital Footprint
Brand: Digital You and Real You Merge
• You are trusted.• You will be example for others.• Does this mean everything will be fine
and dandy?• Nope. You’ll have other issues to contend
with but you will be on the right track and you’ll gain experience on how to deal with digital issues – which will help your network.
• Your employees and other board members will follow your example as well.
Digital Directors
• “While demand for directors with digital expertise is on the rise, the supply of qualified candidates is small, and those candidates are more likely to have nontraditional backgrounds,” says Spencer Stuart. “This can make recruiting directors with these profiles especially challenging and may require boards to reconsider their perceptions about what an ideal director looks like.”
• The firm says “boards should understand that directors with digital expertise may not have achieved the same stature as candidates from more traditional fields; many of these candidates have not reached the C-level, for example. These young, ambitious and, oftentimes, time-starved executives can be more transient than more established executives, and they may be less familiar with the customs of a corporate boardroom.”
http://business-ethics.com/2012/04/12/1642-social-media-and-the-board-why-hashtags-should-matter-to-directors/
