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CRAFTING THE DIGITAL YOU
American Marketing Association Fashion Institute of Technology
April 16, 2015 Nunzio Esposito
PERSONAL BRANDING
NUNZIO ESPOSITO
CREATIVE DIRECTOR & PROFESSOR at FIT + NYU
@nownunz
CRAFTING THE DIGITAL YOU – @NOWNUNZ
138 CHARACTERSSUMMARY
Living Life + Style, Roadie, YoungTimer, Cyclist, Creative Director at @HookandLoopNYC, FIT + NYU Professor, & Haribo Snob. #InforRhythm
CRAFTING THE DIGITAL YOU – @NOWNUNZ
BRANDING IS MORE IMPORTANT THAN EVER. THERE IS JUST SO MUCH
CLUTTER AND NOISE OUT THERE. HOW DO YOU STAND OUT?
CRAFTING THE DIGITAL YOU – @NOWNUNZ
PERSONAL BRANDINGDEFINITION
The practice of people marketing themselves and their careers as brands. Essentially the ongoing process of establishing a prescribed image or impression in the mind of others about an individual, group or organization.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
THE HUNTMUCHO IMPORTANTE
GETTING A JOB FIND FUNDING GET CLIENTS
Google, the company where just about everyone would love to work, gets over a million job applications each year and reportedly only hires .4 - .5% of applicants.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
THE HUNTMUCHO IMPORTANTE
GETTING A JOB FIND FUNDING GET CLIENTS
There are several million “startups” that are formed each year, roughly 1,500 startups get funded by venture capitalists in the US, and 50,000 by angel investors. VCs look at around 400 companies for every one in which they invest; angels look at 40.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
THE HUNTMUCHO IMPORTANTE
GETTING A JOB FIND FUNDING GET CLIENTS
It takes time to make a business work. Roughly Three years to start to become profitable. In the first year you lose money. During the second year you break even. The Third year there should be income.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
BECOME KNOWNTHE NEED
Just like you follow your favorite brands–you want YOUR BRAND to be recognizable, engaging, and unique.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
THROW YOUR HESITATION OUT THE WINDOW AND GET CRANKING
IT IS A MUST HAVE
CRAFTING THE DIGITAL YOU – @NOWNUNZ
ASK YOURSELF QUESTIONSDEFINE YOU
1) What do you want others to think?
2) When I hear my name what comes to mind?3) What is my core focus or area-of-interest?
CRAFTING THE DIGITAL YOU – @NOWNUNZ
WHERE TO STARTDEFINE YOU
Think of it like a class project or client request.
PERSONA AUDIENCE CHANNELS
KEY MESSAGE VISUALS TOV
CRAFTING THE DIGITAL YOU – @NOWNUNZ
THINK 160DEFINE YOU
Convey who you are and your interests by the limitations set by Twitter. That bio not only works for many social accounts, but helps to craft your quick bio.
The world is communicating in short-form, so embrace the limitations and craft your summary.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
CRAFTING THE DIGITAL YOU – @NOWNUNZ
EMBRACE THE SELFIEDEFINE YOU
You will need a key visual that can help align all your channels so that you become recognizable.
Totally cool to use an Instagram photo and not a professional photo. Remember make it feel REAL.
CRAFT YOUR FUTUREDEFINE YOU
This is your chance to define your future or next chapter in life. Focus on the power of perceptions. It is the digital frontier. It’s limitless.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
EMBRACE YOUR INDIVIDUALITY. IT’S YOUR DIFFERENTIATOR.
AUTHENTICITY
CRAFTING THE DIGITAL YOU – @NOWNUNZ
SELECT A NAME, A DIGITAL NAME. OWN IT. LOVE IT. USE IT.
CLAIM YOUR SPOT
CRAFTING THE DIGITAL YOU – @NOWNUNZ
DON’T FORCE IT; FOCUS ON WHAT COMES NATURAL. DO YOU.
ALIGN YOUR GOALS
CRAFTING THE DIGITAL YOU – @NOWNUNZ
MAP OUT YOUR CHANNELSAUDIT YOUR ECO-SYSTEM
SOCIAL
PERSONALWEBSITE
SEARCH
MARKETING
WORK EXPERIENCE
NETWORKING
YourBRAND
LEAD GEN
CONTENT
CONTENT
CRAFTING THE DIGITAL YOU – @NOWNUNZ
CONTENT TYPESAUDIT YOUR ECO-SYSTEM
Only adopt what feels natural to you. Find your voice.
LONG FORMAT EDITORIAL VIDEO
LIVE PICTORIAL TRUNCATED
CRAFTING THE DIGITAL YOU – @NOWNUNZ
CRAFTING THE DIGITAL YOU – @NOWNUNZ
CHOOSE WISELYAUDIT YOUR ECO-SYSTEM
Social media is a powerful outlet for you to establish your brand. Select the ones that fit your brand’s voice.
Its imperative that you continue to keep this channels updated. Remember any person doing an interview has already checked these.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
EMBRACE NEW TECHAUDIT YOUR ECO-SYSTEM
The digital landscape is continuing to grow and refine and communicate differently. Embrace what fits your brand.
If your into video then use it, its an amazing piece of content which has the highest level of engagement and can capture your personality.
NETWORKING 101PIMP YOURSELF OUT
Online or Offline, start networking.1) Explore & organize your existing network 2) Join up - in person or online 3) Make yourself known - don’t go dormant 4) Don’t be shy - get out there 5) Get social, professionally speaking 6) Follow-up - keep the connections
CRAFTING THE DIGITAL YOU – @NOWNUNZ
CRAFTING THE DIGITAL YOU – @NOWNUNZ
MAKE CONNECTIONSPIMP YOURSELF OUT
Align your personal brand with current students, future companies you want to work for, work colleagues, etc. Connect.
When you get a new connection, don’t leave it hanging. Strike up a conversion and make it known that you are aware.
POSITION OF POWERPIMP YOURSELF OUT
Become a leader and then take action. Think about the types of clubs, associations, online forums, internships, class projects, and stand out. Own it–your chance to position yourself.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
STAY CONSISTENTPIMP YOURSELF OUT
In the beginning, its okay to test out the waters as you grow your brand. Eventually you will need to decide. Once you find the right combination or combinations, stick with it.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
GET BOLD, GET FOUNDPIMP YOURSELF OUT
Once you have your eco-system or hub set, time to drive it home. Think about seeing if you can guest blog on sites that are aligned with your brand or area of interest.
Creates good amounts of traffic to your website and positions you as a leader within that area. Even leaving comments on posts is a start.
CRAFTING THE DIGITAL YOU – @NOWNUNZ
REMEMBER THE OLD-SKOOPIMP YOURSELF OUT
The list of items that go beyond the digital needs.
1) Printed Resume 2) Business Card 3) Dressed for Role
4) Interview Prep 5) List of Questions 6) Mindset
CRAFTING THE DIGITAL YOU – @NOWNUNZ
YOUR CONTENT IS YOUR VOICE TIME STAMPED FOR ETERNITY.
THE CONTENT
CRAFTING THE DIGITAL YOU – @NOWNUNZ