Digitizing Your Personal Brand

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    21-Oct-2014

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This presentation discusses the importance of personal branding in your career search and how to develop one. It then explains how to develop a personal website - the ultimate marketing communications tool. Rick Steinbrenner - The Global Brand Guy (Note: the presentation includes two youtube videos. In order to view the presentation with the videos you will need to do three things. 1) Must have a live internet connection while viewing. 2) Save & download the presentation (you might need a slideshare account if you don't already have one) 3) Then view the presentation in slide show and enable the content when the security alert for macros and active X comes up - this may or may not happen depending on your computer settings).

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<p>Digitizing Your Personal Brand</p> <p>Digitizing Your Personal Brand</p> <p>How To Build Your Own Personal Brand &amp; Website</p> <p>Rick SteinbrennerChief Marketing Officer</p> <p>1</p> <p> As all good marketers know, a great brand and strategy is critical to building a successful consumer/customer franchise.</p> <p> Yet, it always amazes me how few marketers apply these branding precepts in their own search.</p> <p> Why is that so important?</p> <p>1</p> <p>Look How Easy It Is To Get Lost Today!</p> <p>Two ways to overcome this commoditization:</p> <p> You need a great personal brand</p> <p> Need to take charge in getting found!</p> <p>2</p> <p>Just look how easy it is to get lost!!!</p> <p>2</p> <p>Career Search Has REALLY Changed!</p> <p> Negative marketplace dynamics company consolidations, slow growth, sustained unemployment.</p> <p> Candidate commoditization A lot of candidates have similar skills and companies know it.</p> <p> Career search engine UNDER-optimization - not using the right key-words on your resume/online profiles.</p> <p> Employers arent really interested in your transferrable skills anymore.</p> <p> While 2/3 of new jobs still come from networking (source: Execunet); most people you meet dont have the time or patience to figure you out/who you are.</p> <p> Net result: Old ways of looking for a job dont work; you need to differentiate yourself.</p> <p>3</p> <p>3</p> <p>What Career Experts Say About Personal Branding</p> <p> Don Schwabel: "The personal brand is, first and foremost, about the person, The clearer you are about your destination, the easier it will be to communicate why others should pay attention."</p> <p> William Arruda: Personal branding is using what makes you unique and valuable to stand out from your peers and attract the attention of people who need to know about you.</p> <p>4</p> <p>4</p> <p>5</p> <p>5</p> <p>Whats Driving The Change In Career Search?</p> <p> #1 Driver: Employers really want industry experience theyre not interested in your transferable skills.</p> <p> #2 Driver: Employers need to feel you can lead high performing teamsthey want proof!!</p> <p> #3 Driver: Your competition is working harder than ever to get visible in the marketplace2/3 of executives surveyed are actively working to become more online visible. </p> <p>Source: Execunet 2012 Job Market Intelligence Report</p> <p>Thus: you must create for yourself a strategic &amp; sustainable competitive advantage/positioning and be able to clearly artiulate this differentiation.</p> <p>What is a strategic &amp; sustainable competitive advantage/positioning (SCA)?</p> <p>In short, its something that:You exclusively have Your competition doesnt (or dont realize they have it)Your customers/employers want itYou need ALL 3 to have one or you dont have it.</p> <p>6</p> <p>6</p> <p>What Exactly Is A Personal Brand?</p> <p> It communicates exactly who you are and how you are different vs. everyone else.</p> <p> Its to the point communicates in 30 seconds or less just like a good TV commercial should.</p> <p> Its an expression of your unique selling proposition vs. other candidates Why should I hire you?</p> <p>Famous PersonalBrands</p> <p>TheirPositioning</p> <p>Oprah Winfrey</p> <p>Agood listener/counselor role model</p> <p>Steve Jobs</p> <p>Innovativethinkingoutside the high tech box</p> <p>Martha Stewart</p> <p>Howto live the high life at home</p> <p>Norm Abrams</p> <p>Howto make/fix stuff in your home</p> <p>NeilArmstrong</p> <p>AmericanHero/Moonwalker</p> <p>7</p> <p>7</p> <p>8</p> <p>What DefinesThe Business</p> <p>What The ProductsProvide</p> <p>The Products/Services</p> <p>The Brand/Sub-Brand Name</p> <p>First: Understand How Global Brands Really Work</p> <p>Its all about positioning..</p> <p>What the consumer/customer REALLY buys.defines the business(es) a company is in..</p> <p>What consumers REALLY Buy </p> <p>The Benefit of What They Sell</p> <p>What They Sell</p> <p>The Company</p> <p>9</p> <p>Eliminates speedbumps of everydayliving</p> <p>Better way of doing things(Innovation Solutions)</p> <p>Power tools and home products solutions</p> <p>What consumers REALLY Buy </p> <p>The Benefit of What They Sell</p> <p>What They Sell</p> <p>The Company</p> <p>An example of how one global brand really works.</p> <p>10</p> <p>What Businesses REALLY Want From Their Employees</p> <p>The top of the positioning pyramid defines who you are and your areas of distinction.</p> <p>What employers/clients REALLY Buy </p> <p>The Benefit of What You Sell</p> <p>What Youre Selling</p> <p>Your Title</p> <p>Its all about how you differentiate yourself at the top of the pyramid</p> <p>Results Oriented Performance</p> <p>Solving a businesss problems</p> <p>Your specific skills or functional discipline(s)</p> <p>Jobs and/or your work</p> <p>Second: Need To Understand Your Core CompetenciesExample: B2C Marketing Executive</p> <p>Core Competency:Marketing Communications</p> <p>Core Competency:Marketing GeneralManager</p> <p>Advertising &amp; Promotions</p> <p>Public Relations</p> <p>Web/Social Media</p> <p>Project Management</p> <p>Budget Management</p> <p>Effectiveness Tracking (Metrics)</p> <p>Collateral</p> <p>Marketing Research</p> <p>MARCOM</p> <p>P&amp;L Management</p> <p>Supply Chain Management</p> <p>Make vs. Buy Decisions</p> <p>Trade Marketing/Pricing</p> <p>Channel Management</p> <p>Intellectual Property Management</p> <p>Innovation:R&amp;D/Engineering</p> <p>You do this by developing your own problem, action, result stories</p> <p>11</p> <p>11</p> <p>Personal Branding ProcessHow Do I Get There?</p> <p>Define Your Strategic Competitive Advantage (SCA)</p> <p>Identify Your Problem, Action, Result Stories (PAR) Core Competencies</p> <p>Final SCA/Brand Messaging Tools</p> <p>Current Industry Situation Analysis</p> <p>New Industries/Hunting Grounds (i.e. B2C and/or B2B)</p> <p>Who are you?</p> <p>What do you offer?</p> <p>Where can you go?</p> <p>How do I getthere?</p> <p>12</p> <p>12</p> <p>Positioning Statement Template</p> <p>To: target market, X is a brandin the frame of reference having a benefit/point of difference.</p> <p>Support/Reasons Why:#1#2#3 etc. </p> <p>A well thought positioning statement should define your sustainable competitive advantage vs. others</p> <p>13</p> <p>13</p> <p>How To Develop Your Brand Positioning Statement</p> <p>Key Elementsof a Personal Brand Positioning Statement</p> <p>1) TargetMarket(s)</p> <p>Challengedglobal brands/businesses</p> <p>2) WhoYou Are</p> <p>Globalconsumer brand/product marketer the Global Brand Guy</p> <p>3)Frame of Reference</p> <p>Businessto consumer companies</p> <p>4) Benefits/Pointsof Difference</p> <p>Deliversbreakthrough sales/profitability growth results</p> <p>5)Reason Whya)</p> <p>Returns profitability for decliningbusinesses in commoditized categories</p> <p>ReasonWhy b)</p> <p>Identifiesand drivesinnovativenew products from inception through launch</p> <p>Reason Why c)</p> <p>Develops unique MARCOM programs which build core brand equity</p> <p>Positioning Statement Example:</p> <p>The Global Brand Guy</p> <p>Global consumer brand/product marketer driving business-building initiatives and new product innovations delivering breakthrough results for challenged global B2C brands.</p> <p>14</p> <p>14</p> <p>www.globalbrandguy.com</p> <p>Career Profiles</p> <p>Flyers/Brochures</p> <p>Podcast Interviews</p> <p>Linked In Profile</p> <p>Personal Website</p> <p>Business Card</p> <p>QR Codes</p> <p>Third: Develop Personal Brand Messaging Tools</p> <p>15</p> <p>15</p> <p>Going Digital Building Your Own Personal Website</p> <p>16</p> <p>16</p> <p>Why Consider Developing Your Own Website?</p> <p> Old communication tools are rapidly becoming:</p> <p> More digital/online, less paper driven</p> <p> More commoditized its harder to get found</p> <p> A lot of people now have their own sites just look at consultants/bloggers</p> <p> Its now easier than ever to set up a site on your own dont really need an IT person.</p> <p>17</p> <p>17</p> <p>Step #1 Develop Your Site Layout/Content/Budget</p> <p> What do you want your website to accomplish?</p> <p> Simple career or client experience summaries/case studies Showcasing your work portfolios (i.e. TV commercials, print ads, brochures, websites, etc.) Blogging demonstrating your thought leadership/sharing content E-commerce lead generation, resource selling or service Hybrids of the above</p> <p> How much do you want to spend? Drives customized sites vs. use of off the shelf themes. Customized designs will cost 2-3 times more than themes. </p> <p> Do an outline a simple one will do and start gathering your content.</p> <p> Consider doing videos they are now cheaper and can really bring your website to life.</p> <p>18</p> <p>18</p> <p>Step #2 Decide on Content Management System (CMS)</p> <p> A content management system (CMS) is online software which allow non techies to easily set up a website. It includes elements like:</p> <p> Document management - images and other media Automated templates or themes Access control (portals) Extensions to help with site functionality i.e. plug-ins, widgets, modules, etc. Easily editable/change Collaboration/posting Multi-lingual</p> <p> Notable CMS Providers (in priority rank): Wordpress: The most popular CMS. Started as a blogger only CMS, now a fully functional CMS.</p> <p> Joomla! More complex, but complexity does come with more functionality than Wordpress.</p> <p> Drupal: Still even more difficult to use, but its the most secure. The White House uses this system.</p> <p>19</p> <p>19</p> <p>Step #3 Developing and Selecting A Domain Name</p> <p> Two basic types of domains: Organic: Means you want people to find your site organically with key words or phrases. Two types: Using an unique name like: www.ricksteinbrenner.com or develop an unique and memorable brand name like www.globalbrandguy.com. Can also have aliases sometimes called 301 re-directs/parked domains. This means when you type in the name of one site, it re-directs you to the main one. </p> <p> Paid:This means exactly as it sounds youre paying for a name already developed and owned by someone elseIf its a good name, search engines will find it faster and easier; however can be pricey. </p> <p> Where do you buy domains?: GoDaddy.com: Largest domain provider runs deals all the time as little as $4.95/name for whole year. Register.com: Starting at $12.95/month Network Solutions: can buy domain for as little as $2.95 for first year, then regular price takes over.</p> <p> Need to look at fine print when you buy domains. Some sites can buy it back from you if they become too popular.</p> <p>20</p> <p>20</p> <p>Step #4 Decide Where Your Content Resides</p> <p> To make your site visible, you need a web server - two approaches: Hosting your own site: You need to consider hardware/software costs, 24 hour connection/power source.</p> <p> Web Host Shared/Managed/Cloud-based Providers: Can be more stable, better response time/bandwidths.</p> <p> Things to think about when selecting a web host provider: Toll free 24/7 hour support look for US based support.</p> <p> Reliability and downtime Site needs to be up 99.99% of time (means only 1 hour/year downtime).</p> <p> Daily backup you might need to restore your site without recreating it AGAIN! (hacking).</p> <p> Traffic Restrictions/Bandwidth: Look for unlimited especially if youre using photos or videos. </p> <p> E-mail capabilities Use your domain in your e-mail address helps with branding.</p> <p> Top 3 Web Hosting Shared Providers: #1 Hostgator.com: 24/7 toll-free support (US based); unlimited disk/bandwidth; starting at $3.96/month.</p> <p> #2 Rochen.com: Ideal for Joomla sites good for small business; online support only; $8.95/month.</p> <p> #3 Rackspace.com: Best for larger sites when you outgrow the other two. Expensive and you need to configure your own servers.</p> <p>21</p> <p>21</p> <p>Step #5 How Do You Want To Build Your Site?</p> <p> Best approach might be a hybrid of DIFM and DIY Use a designer to help set up site; then let them teach you how to maintain/change it.</p> <p> Also your site will need to be maintained for version changes, upgrades, etc. Need to consider on- going technical support.</p> <p>Do Itfor Me</p> <p>Get exactly what you want endless design choices.</p> <p>You manage the process vs. doing the legwork which can betime consuming.</p> <p>Will be more expensive than DIY usually $3-5M.</p> <p>Need to be absolutely clear with designers re: siteoutline/content/design.</p> <p>Future site changes might not be so easy since you might notknow where things are or have know-how to do them.</p> <p>Do It Yourself</p> <p>Youcan easily do it yourself without web designers or IT support.</p> <p>Canbe inexpensive a few hundred dollars to $2M at most.</p> <p>Most CMS templatesare very intuitive and easy to use.</p> <p>Customization is limited only to theme design and availableplug-ins/widgets.</p> <p>Some CMS templates might require some understanding ofprogramming language (PHP).</p> <p>If youre not used to powerpoint/photoshop, you might betechnically challenged.</p> <p>Most themes are one size fits all a simple change might notbe so simple.</p> <p>22</p> <p>22</p> <p>Step #6 Importance of Search Engine Optimization (SEO)</p> <p> Goal: Show up on page 1 of search engine results like Google must optimize your site for SEO</p> <p> First step, develop a sitemap XML file and register it with search engines: Google Yahoo MSN/Bing (Microsoft) Be sure to register it with and without www.</p> <p> Second, pick and install SEO plug in on your site Yoast or All in One SEO pack both can be free.</p> <p> Third, edit SEO copy for your pages/categories/posts: Permalinks: permanent URLs for your pages or posts. Key Words: Words people use to find content. Use phrases not single words. Tags: Describes a SPECIFIC item like a thing, item or person. Meta Descriptions: Gives page summaries underneath headings in Google.</p> <p> Finally, optimize your inbound links on sites more popular than yours like Google, Facebook, etc. But remember, Google search algorithms are now focusing on REAL content people WANT to read.</p> <p> It may take some time maybe up to a year before you start showing up on Google.</p> <p>23</p> <p>23</p> <p>Step #7 Protect/Maintain Your Site</p> <p> Backing up your site is important its an insurance policy against recreating your site. Hacking. Technical glitches or malfunctions by the web host provider or CMS. Protects against unforeseen version upgrade compatibility issues</p> <p> How often you back up depends on how often your site content is updated.</p> <p> Back up not only with web host provider, but also put file on your hard drive.</p> <p> Protect your site against spam Akismet.com particularly helpful if youre using your site for blogging. Only $5/month.</p> <p>24</p> <p>24</p> <p>Summary</p> <p> Identify your core competencies/SCA , develop your positioning, and then your personal brand.</p> <p> Have a website content/layout strategy be clear on what you want and how you want it to work.</p> <p> Develop relevant content work examples, case studies, best practices, white papers etc.</p> <p> Pick the best domains, web host providers and CMS that fit your needs.</p> <p> Decide if you want to do the site yourself, have someone DIFM, or something in between.</p> <p> Once you finish building your site youre not done. Optimize the site from a SEO/SEM perspective.</p> <p> Protect your site and have some type of maintenance plan to make sure your site continues to work.</p> <p>25</p> <p>25</p>