Growing your organization by personal brand management

June, 2012

Presented by

Linkedin.com/in/ChristianMoritz

AllianceInteractive.com

Contents • About me• Brand defined• Personal Branding

• Why its important to employers• Why its important to employees

• How to build a personal brand• Tools of the Trade• Case study: LinkedIn• My Personal brand• Connect With Me

Goal: How to develop and leverage your own personal brand for the good of yourself and your organization.

• 20 year growing sales, conversions, audiences & brand influence.• Leader in strategy, marketing, communications, branding, media, events, advertising, issue advocacy, PR & e-commerce. • Leader of a top D.C. digital media agency.• MBA & BA in Marketing. Author.

About Me

“A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“--American Marketing Association

“The emotional connection between a buyer and seller.”--Christian Moritz

Brand Defined

We are all CEO's of our own companies: "Me Inc.“

Our most important job is to be CMO for our own brand.

We are all brands

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If you aren’t positioning your personal brand others will de-position it for you.

Personal brands can define and grow an organizational brand

Personal branding can benefit nonprofit’s in two ways

A single charismatic leader….

Or a hive of buzzing engaged employees…

Why personal branding is important to employers

Strong personal brands add value to organizational brands!

1. Publicity & visibility2. Increased organizational credibility3. Build engagement levels4. Expands influence5. Aids “storytelling” of mission6. Human connection to the organization7. Halo effect (works both ways)

YOU are the unique sub-brand of your nonprofit’s brand identity

1. Your name is a brand – are you coffee or Starbucks?2. Networking and research keep the saw sharp3. Makes you a leader in your current organization 4. Lifetime employment no longer exists5. Personal branding is a passive job search6. External consulting opportunities ($$ & new ideas)7. Cost Effective8. Fun

Why personal branding is important to employees

1. Passion – pick subjects that you want to engage in at 6am and midnight

2. Purpose – have a defined, targeted objective 3. People – hyper connect & pay it forward4. Planning – personal editorial calendar and say

organized5. Perseverance – pivot your message or channel

approach to expand your voice

Five P’s of personal branding

Many free tools available - pick the ones that fit your style

Top tool for personal branding

• People are using LinkedIn to search for business providers, policy experts and nonprofit advocacy organizations .

• Optimizing your LinkedIn profile can get your profile listed on page one of Google. Get Noticed!

• Cheaper than spending thousands in online advertising or website SEO.

A complete profile combined with many connections, e.g. at least 50 will rank higher in Google results.

• LinkedIn ranks “complete” profiles higher than incomplete profiles in its search results.•To obtain maximize visibility in Google, it is critical to have a profile that LinkedIn considers “complete”.• 45 minute time investment

Full and complete profile = top of LinkedIn search AND…

… #3 of 61,400,000 Google search results!

Nuclear energy expert - #2 and #3 position in Google

Animal welfare expert - #5 position in Google

LinkedIn News

NAM.orgObtained 3 new memberships after organizations saw relevant NAM tweets in their LinkedIn news.

Cost of acquisition? ZERO

Busy? Hire a professional profile expert to rank high on Google.www.linkedinprofileservice.co

Press Release? – One voice

Which of these three mediums garner the most visibility?

Blog? – Dozens of voices

Twitter! – Hundreds of voices

My personal brand

My LinkedIn has my work portfolio embedded – 1,000+ viewsLinkedin.com/in/ChristianMoritz

Pick the medium that fits your style and comfort zone

With these devices so prevalent, there is no excuse for your personal brand not to be heard

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One of these commands a premium price!Which of these are you today? Tomorrow?

Lets stay connected

Linkedin.com/in/ChristianMoritzLinkedinProfileService.coAllianceInteractive.com

@InfluenceHauschristian@allianceinteractive.com