Brand You, Online
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Alex de Carvalho Brand You Online AIGA, April 24, 2010
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Presentation at AIGA, Orlando, FL, April 24, 2010 on developing a personal brand through the use of social media platforms and tools
Transcript of Brand You, Online
Alex de Carvalho
Brand You OnlineAIGA, April 24, 2010
I’m just a social
media user ... and
not a guru, expert,
or swami*!
(*The only Suomi in me is from my Finnish heritage)
“We are CEOs of our own companies: Me Inc.
To be in business today, our most important job is
to be head marketer for
the brand called You.”
According to Tom Peters,
http://www.fastcompany.com/magazine/10/brandyou.html
From Issue 10 | August 1997
Lots of books about branding yourself professionally ...
but few books on how to brand
yourself professionally
online
‣ Connecting through shared interests and passions
‣ Learning to listen
‣ Setting up accounts and profiles
‣ I publish, therefore I exist
‣ Harnessing The power of weak links
‣ Working with tools
‣ Becoming findable?
attracting serendipity
Connecting through
shared interests and passions
‣ largest web and new media community in south florida
‣ Established March 2006
‣ Over 2,500 members
‣ Monthly meetups average 150 participants
http://refreshmiami.org
RefreshMiami: new media community
http://barcampmiami.org
BarCamp Miami: new media conference
‣ Web and new media un-conference
‣ Over 1,160 have attended four events
‣ Supported by over 50 company sponsorships
http://socialmediaclubsf.org
Social Media Club of South Florida
‣ Established September 2008
‣ Over 1,500 members
‣ Monthly meetups average 100 participants
‣ Expand media literacy
‣ Share lessons learned
‣ Adopt industry standards
‣ Promote ethical practices
http://momomiami.com
Mobile Monday Miami
‣ Established June 2008
‣ Over 300 members
‣ Monthly meetups average 60 participants
network of associations
Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”http://tinyurl.com/bawfff
ocean
moon
wave
surf
swell
ocean
moon
Tidewave Fab
All
Gain
network of associations
Source: Drew Westen, Ph.D., “The Political Brain: The Role of Emotion in Deciding the Fate of the Nation”http://tinyurl.com/bawfff
content
content
Youcontent people
people
people
Minding your own network
of associations
what defines you?
education
activities
work experience
hobbies
passions
sports
travel
community work
thoughts
relationships
geography
desiresgroups
associations
reputation
pets
Learning to listen
markets are conversations
David Armano
And online, conversations spread quickly from network to network
‣ Google Alerts
‣ Brand monitoring tools
‣ Google Analytics
‣ Persistent searches on key words and hashtags
‣ follow like-minded people online and information will
come to you
‣ Create lists on Twitter and group your contacts on
Facebook and Friendfeed as you deem relevant
Some ways to listen online
Individual mentions, not just agreggate results
"If the news is that important it will find me." -Brian Stelter, New York Times.
Setting up accountsand profiles
Go where the people are
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
http://infoworthsharing.com/blog2/2008/06/go_where_the_people_are.html
http://www.flickr.com/photos/dbarefoot/1814873464/
Social Media StarfishRobert Scoble
‣ Your first step for
professional networking online
‣ Fill out all the sections
‣ Ask for recommendations
‣ Add all your email addresses in
the account settings
‣ Upload your contact database
to identify your friends and
colleagues already in LinkedIn
‣ Seek out relevant groups and
participate in the discussions
‣ Include your blog’s feed, slideshare account, and other
apps
‣ Connect with people from your
same industry and region
‣ Include a title
‣ Work the tags
‣ Enter a description for added
relevance
‣ Post to relevant groups
‣ Participate in contests and themed
submissions
‣ Become an active community member
by participating in discussions, adding
contacts, and commenting on photos
‣ Embed photos in your blogs
‣ Create sets and collections
‣ Create galleries with others’ photos
‣ Tag people in your photos
‣ Syndicate photos to your social
networks
‣ Create Short clips
‣ Use a Flip camera
‣ conduct Interviews
‣ Enter Titles, descriptions
and tags
‣ Experiment until you find
your style
‣ Embed videos on your
blogs and social networks
‣ Use tubemogul.com and
submit to other video sites
‣ Get your username (URL)
‣ Connect with more than just
friends
‣ Manage your privacy
‣ create groupings to place
friends, family, colleagues, and
random requests
‣ Update your status regularly
‣ Include your friendfeed
‣ Upload photos and tag them
with your friends’ names
‣ use “selective twitter” app
identify yourself clearly
dialoguewith
others
sharelinks and
relevant info
find your comfort zonein sharing personal stuff
I publish, therefore I exist
Influence
Authority
Reputation
Credibility
Identity
Presence
online objective
content really is king
‣ write a list of articles of some 40 topics
‣ limit articles to 300 words or less
‣ link to your favorite blogs
‣ post 10 articles to your blog at a frequency
you determine
‣ have the next 10 ready to post at the same
frequency
‣ work on the next 20 and always keep drafts in
your pipeline
For more great tips, see: http://bettercloser.com/2008/08/27/personal-branding-build-your-personal-brand-in-5-days/
writing for the web
‣ the most important thing: listen first
‣ say LESS
‣ front-load: use the inverted pyramid
‣ put more important content first
‣ use clear headlines and headings
‣ be factual, not cryptic
‣ establish trust
‣ use active voice
‣ pay attention to netiquette, culture, tone of voice
90 - 9 - 1 rule of social participation
Branding
The purple cow
Purple Cow:Transform Your Business by Being Remarkable
Seth Godin
blog posts
tags
Youphotos
onlinepresence
blogs
socnets
comments
lifestream
video
podcasts
avatars
social profiles
virtualworlds
onlinecommunities
this is how people find you online
Harnessing The power of weak links
Mark Granovetter
Weak social ties account for most of the structure of social networks in society as well as the transmission of information through these networks.
More novel information flows to individuals through weak rather than strong ties.
Because our close friends tend to move in the same circles that we do, the information they receive overlaps considerably with what we already know.
http://en.wikipedia.org/wiki/Weak_tie
Your acquaintances
open more doors for you
than your closest friends and family
Working with tools
‣ Firefox
‣ Add-ons
‣ Scribefire
‣ Shareaholic
‣ Evernote
‣ Firebug
‣ Google Reader
‣ Netvibes
‣ Gmail
‣ Some suggested Mobile apps: http://bit.ly/9prk08
Some suggested apps to get you started
Becoming findable
Alex de Carvalho @alexdc
information is social
@gapingvoid
‣ Most images have been purchased from iStockPhoto
‣ Swami image: http://www.flickr.com/photos/boskizzi/12103933/
‣ Markets are conversations image: http://www.flickr.com/photos/88543347@N00/80462964/
‣ RefreshMiami Inaugural Meeting http://www.flickr.com/photos/cwsaylor/143785905/
‣ Pickup game http://www.flickr.com/photos/robinzeggs/141674593/
‣ Soccer http://www.flickr.com/photos/tylercacek/739063425/
‣ Jellybeans image: http://www.flickr.com/photos/jspad/450848498/
‣ Child http://www.flickr.com/photos/40732566596@N01/109538354/
‣ Hungry fish http://www.flickr.com/photos/75269757@N00/727422407
‣ SETI http://www.flickr.com/photos/49457106@N00/280789933/
‣ Events in the Sky http://dinnerinthesky.com
‣ 90-9-1 illustration by Jake McKee @jakem ckee
‣ “Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on Twitter
‣ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
Image credits
Alex de Carvalho
Brand You OnlineAIGA, April 24, 2010
