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PERSONAL BRAND, SOCIAL
CAPITAL AND HOW TO USE
LINKEDIN MORE EFFECTIVELY
by Jay Palter
Chief Engagement Officer, Jay Palter Social Advisory
13 April 2015
Presented to:
Overview
This presentation will cover:
• Concept of personal brand
• What is social capital & why
do you want it?
• Tips for using LinkedIn to
build and leverage your
professional network
• Other social networks you
shouldn’t ignore
Spend time or invest it?
You can spend time on social networks
or you can invest your time.
This presentation is about
how to invest your time strategically.
WHAT IS
PERSONAL BRAND?
Regardless of age, regardless
of position, regardless of the
business we happen to be in,
all of us need to understand
the importance of branding.
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.
~ Tom Peters
My intro to personal brand
What is a brand?
• Visual identity
• Experience
• Value proposition
• Reputation
• Goodwill
What is a personal brand?
• Visual identity
• Experience
• Value proposition
• Reputation
• Goodwill
= YOU, your smiling headshot
= Your satisfied customers
= Your niche/specialty
= Your Google search results
= Referrals/recommendations
Personal brand is personal
Personal brand is about “you-ness”
Your “you-ness”
is key to your
personal brand.
Your brand is how you are perceived
Personal brand is what
people say about you
when you leave the
room.
~ Jeff Bezos, Amazon
WHAT IS
SOCIAL CAPITAL?The value/benefit that accrues to a person, business or
organization by virtue of their social relationships.
People do business with people they know, like and trust.
People hire people they know, like and trust.
People recommend people they know, like and trust.
Social capital drives ROI, as much as
human and financial capital
Social networks are an influence
economy
Currency
Assets“Earned media”
Goodwill
=
=
=
Networked people and content
Transactions
Social capital
10 ways to use LinkedIn to promote your
personal brand and grow social capital
1. A smiling professional headshot.
Smiling headshot
Too many people
Default icon
Too personal
Face too small
X
X
X
X
Avoid these types of headshots:
2. Craft a professional headline.
Professional Headline
“Business writer” or…
“Advisor” or…
3. Complete your profile.
Summary of what you do
Multimedia
http://ca.linkedin.com/in/jaypalter
4. Customize profile sections.
Reorder your profile sections
Your LinkedIn profile does not need
to look like a boring resume.
5. Customize your skillset.
Customize the skills
you want people to
select from
Making Connections on LinkedIn
6. Customize your connect requests.
• Follow up within 24 hrs
• Customize message
• Be personal
7. Ignore some connect requests.
Do CONNECT:
• People you’ve met
• People genuinely
reaching out
Don’t CONNECT:
• With complete strangers
• Geographic outliers
Listening and sharing
Adopting a proactive giving strategy
– paying it forward – is an effective
strategy to build online engagement
and social capital.
8. Mind your LinkedIn feed daily
• Like, comment & share
Why?
• Show people in your
network that you are
paying attention to THEM
• Learn something too ;-)
9. Find and share great content
• Helps solve too much information problem
• Adds value and creates meaning
• Demonstrates your knowledge/expertise
• Creates touch points for clients/prospects
• Promotes “know, like & trust”
Four E’s of content curation
Sample topics for sharing:
• Personal finance
• Happiness/quality of life
• Productivity & life hacks
• Fitness/health
• Networking
• Community-building
Topics to be cautious with:
• Politics
• Religion
Help people understand
When Ebola fear was spreading, sharing this graphic
helped put the risk in perspective.
Help people understand
With California’s drought entering its fourth year, this
graphic puts puts food-related water use in perspective.
Make people smile
Apparently, men with real bodies posing in
underwear makes people smile.
Inspire and affirm
10. Publish on LinkedIn
• Write for your reader
• Add footer linking back
to your site/blog
• Include images in posts
and use subheads
• Tweet with “Tip
@LinkedInPulse”
And finally…Give to get in social.
Give. Serve your network.
• Give back and pay forward.
• Give credit where it’s due.
• Pay attention. Pay. Attention.
• Be generous of spirit.
• Invest your time.
• Read and share other people’s content.
• Be helpful.
Other social networks: Twitter
• Curation: Share great
content
• Engagement: Grow
your network
• Influence: Build an
audience
• News: Stay informed
Other social networks: Google+
• Curation: Always
share great content
• SEO: Google+ shares
show up in search
results
• Gmail: Establish your
identity on Google
What can I do for you?
Strategy
• Planning
• Policy development
• Influencer intelligence
• Personal branding
• Data analysis
Tactics
• Content marketing
• Curation
• Repurposing
• Social management
• Coaching/training
• Speaking
ContactJay Palter
Social Advisory
mobile: 587-586-8433
email: [email protected]
web: jaypalter.ca
twitter: @jaypalter