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Online Personal Branding

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MBA session led by @lisaharris and @cristinacost at University of Southampton, 10th March 2011G
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Building your personal brand online Lisa Harris and Cristina Costa March 2011
Transcript
Page 1: Online Personal Branding

Building your personal brand online

Lisa Harris and Cristina Costa March 2011

Page 2: Online Personal Branding

Who we are• Cristina Costa works at the University of Salford, as a member

of the central research team. Her role is to champion innovative means of convening and disseminating research activity, and promote collaborative research ventures with the use of new web technologies. For more information: http://knowmansland.com

• Lisa Harris is a Senior Lecturer in Marketing at the University of Southampton, Director of the MSc programme in Digital Marketing. She is an accredited tutor for the University of Liverpool online MBA programme, and has projects with Alan Rae investigating how ‘early adopters’ of new technology are using Web 2 tools to ‘punch above their weight’ http://lisaharrismarketing.com

Page 3: Online Personal Branding

Where are you now?

A: no use of social media C: educational/business use of social media

B: personal use of social media

D: Personal and educational/business use of social media

Page 4: Online Personal Branding

Your digital presence

• Accessing, storing and managing information(Delicious)

• Collaboration and project management (Google Docs, Dropbox, Wetpaint, Skype Basecamp)

• Networking and career development (LinkedIn, Twitter)

• Content creation (Wordpress, Slideshare)

Page 5: Online Personal Branding

Rationale

• Entrepreneurial activity increasingly involves understanding how today’s networks work and how to deploy them effectively, both online and offline.

• Building and maintaining a personal brand in this way is becoming a critical aspect of business development

• It is essential that the nature of the information displayed online is going to encourage rather than discourage potential customers, collaborators etc.

• This workshop is part of an ongoing research project investigating the use of new technologies to build digital presence and encourage entrepreneurial activity

Page 6: Online Personal Branding

21st Century Careers (JISC, 2009)

• Competition for employment in a global knowledge economy

• increased levels of self-employment and portfolio working• growth of multi-disciplinary teams focused on specific

tasks whose members might be physically located anywhere in the world

• life within a networked society • blurring of boundaries between ‘real’ and ‘virtual’, public

and private• increasingly ubiquitous use of digital technologies. • The video CV (4mins)

Page 7: Online Personal Branding

Democratic

Amateur

Distributed

Production and consumption is now...

Page 8: Online Personal Branding

“Life-wide” and “life-long” learning

Page 9: Online Personal Branding

Dare you Google yourself...?

Page 10: Online Personal Branding

How social media has helped my work

• Developing new contacts • Sourcing newly published articles, calls for papers and relevant

events to attend• Tracking and commenting on the blogposts of key contributors

to the field• Keeping in touch, real time, with project participants and other

key contacts– www.lisaharrismarketing.com– www.twitter.com/lisaharris– www.slideshare.net/lisaharris– www.delicious.com/lisaharris1– www.linkedin.com/in/lisajaneharris

Page 11: Online Personal Branding

Online Reputation Management• Syracuse University (NYC) has purchased a subscription to

Brand-Yourself.com’s online reputation management platform for all 4,100 of its graduating students. It will help them monitor and shape their online presence during the job search process.

• According to a recent study by Cross-Tab Marketing services: – 75% of HR departments worldwide are required to screen

job candidates online – 70% of recruiters claim they have rejected potential

employees based on information surfaced online– 50% say that a strong online reputation influences their

hiring decisions to a “great extent”

Page 12: Online Personal Branding

Your online portfolio• A blog. Plenty of good advice here:

http://www.slideshare.net/demler1/developing-your-personal-brand-through-blogging

• Twitter: – guides can be linked from:

http://www.twitip.com/personal-brand-how-to-build-yours-in-twitter– www.teachertrainingvideos.com useful beginner guides (by @russell1955)– http://www.slideshare.net/richardsedley/twitter-for-marketing-an-introduction-463

9213 (by @richardsedley)

• LinkedIn http://www.thewebpitch.com/social-networking/are-you-linking-in/• Slideshare – for presentations (and now video aswell...)• Be creative! See Ed Hamilton’s CV on Google Maps (45,401 views to date)

http://tinyurl.com/ycvcfcx and Jay Foreman’s video history of London’s tube stations http://tinyurl.com/36rkt7k

Page 13: Online Personal Branding
Page 14: Online Personal Branding

Linchpin

Page 15: Online Personal Branding

“Linchpin” by Seth Godin

• It's now more essential than ever to become indispensable - to become a linchpin.

• Linchpins are essential building blocks: they invent, lead (regardless of title), connect others, make things happen, and create order out of chaos.

• If you have you ever found a shortcut that others missed, seen a new way to resolve a conflict, or made a connection with someone others couldn't reach, then you have what it takes to become indispensable.

• It's time to stop complying with the system and draw your own map (from Amazon review)

• Seth Godin Interview (9 minutes)

Page 16: Online Personal Branding

Beyond the CV

"If you don't have a résumé, what do you have? How about three extraordinary letters of recommendation from people the employer knows or respects? Or a sophisticated project an employer can see or touch? Or a reputation that precedes you? Or a blog that is so compelling and insightful that they have no choice but to follow up?

Some say, `Well, that's fine, but I don't have those.' Yeah, that's my point. If you don't have these things, what leads you to believe that you are remarkable, amazing, or just plain spectacular? It sounds to me like if you don't have more than a résumé, you've been brainwashed into compliance. Great jobs, world-class jobs, jobs people kill for - those jobs don't get filled by people e-mailing in résumés." (Linchpin, p73)

Page 17: Online Personal Branding

Crush It

Page 18: Online Personal Branding

Gary Vaynerchuk

• http://www.slideshare.net/hein2006/crushitebook-091020184311-phpapp01

• “Crush it” reached top 200 on Amazon.com• Gary’s advice - choose your medium based on

your DNA:– Introverted? Start with writing– Extraverted? Try podcasts – Animated? Utilise video

Page 19: Online Personal Branding

For a comprehensive set of resources on personal branding:http://www.personalbrandingblog.com

Page 20: Online Personal Branding

Question

• What do you consider to be the main a) benefits b) challenges

in building your digital presence?

Page 21: Online Personal Branding

Personal branding challenges

• Ongoing time and effort is required to develop and maintain online profiles, learn new tools and ascertain when best to integrate them into the mix.

• F2F brand building elements should not be forgotten – Harris and Rae (2009) show that it is not a zero sum game, because good online networkers also tend to be effective communicators offline.

• As with most things in life, you get out what you put in, and persistence pays off.

• It is critical to be authentic. If personal branding is developed at only a superficial level, for example by basing it simply on ego, spin or piggybacking off the work of others, then it will not be enduring.

Page 22: Online Personal Branding

Summary: functions of popular tools

Page 23: Online Personal Branding

Cloudworks Community

http://cloudworks.ac.uk/cloudscape/view/2110

Page 24: Online Personal Branding

Please complete our short survey

https://www.surveymonkey.com/s/2HRF7G3

Page 25: Online Personal Branding

#PLE_SOU

Page 26: Online Personal Branding

References• Harris, L. and Rae, A. (2010) “Building a personal brand through

social networking” Journal of Business Strategy• Prensky, M. 2009. H. sapiens digital: From digital immigrants and

digital natives to digital wisdom. 5 (3). http://www.innovateonline.info/index.php?view=article&id=705

• Schawbel, D. (2009) Me 2.0: Build a Powerful Brand to Achieve Career Success

• Vaynerchuk, G. (2009) Crush It!: Why Now is the Time to Cash in on Your Passion

• Godin, S. (2010) Linchpin: Are you indispensable? How to drive your career and make a remarkable future

• Brogan, C. and Smith. J. (2009)Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust

• Mayfield, A. (2010) Me and my Web Shadow


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