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Personal Branding e Web Reputation for professionals

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Personal Branding&Web Reputation

Business consultancy firm, offering integrated consulting services from the start up to the management of merger and acquisition processes.www.4changing.it

Professional and administrative services for all businesses and organizations: it provides assistance and consulting services in bookkeeping and accounting, management processes, personnel administration, support and advice on web communication and document management, welfare services and facility management.www.esse4bi.it

Who we areThe new contextPersonal BrandingWhat is web reputation and why should you care about itNow is up to you

Agenda

Source: Internet World Stats 2012The Internet population

Marketing for MOST: Module 10- IT and MarketingAggiornare con nuove statisticheThe growth of the Internet population

Marketing for MOST: Module 10- IT and MarketingAggiornare con nuove statisticheThe Regional differentiation

Marketing for MOST: Module 10- IT and MarketingAggiornare con nuove statisticheThe social networks are a social interaction place. The communication conveyed through them has to be managed in a way that is consistent with the personal aims.

A wrong communication, misdirected, can become counterproductive, difficult to control and to manage consistently and constantly.

ImmediacyWhat Epic Fails in Social Networks tell us

This is an outrageous, offensive comment that does not reflect the views and values of IAC. Unfortunately, the employee in question is unreachable on an international flight, but this is a very serious matter and we are taking appropriate action. (IAC)

Nikki Haley, governatrice della South CarolinaJustine Sacco, Corporate CommunicationsIAC Inter Active Corporation: about.com, ask.com, vimeo,7What Epic Fails in Social Networks tell us

Nikki Haley, governatrice della South CarolinaJustine Sacco, Corporate CommunicationsIAC Inter Active Corporation: about.com, ask.com, vimeo,8New paradigms, New professionals New world

Big Data & Open DataData Scientist

Internet Of ThingsVerificare se fila. Lidea di completare lo scenario dicendo che esso genera nuove professioni e nuove specializzazioniThe new contextPersonal BrandingWhat is web reputation and why you should care about itNow is up to you

AgendaYour Brand: The reason why a new client looks for you

Personal Branding:Identify your strenghts and what makes you unique among your competitors

Communicate efficiently what you do, how you do it and what are the benefits that you bring to your clientsPersonal Branding

Personal Branding: the strategy elements

I am already implementing OFFLINE my own PB strategyPersonal Branding market strategies

ClientsPortfolioMaturity strategyHigh net worthLow net worthDevelopment strategyWealth Advisor mkt strategy

The new contextPersonal BrandingWhat is web reputation and why you should care about itNow is up to you

AgendaBrand: what you offer

Reputation: what your Clients buyReputation

Personal ExperienceAchievementsWord of mouth

ConsistencyWhat do people say, post,, comment about me and my companyon the Internet

Web Reputation

Even with low online activity!

16Exponential increase of the channels:

Anonymity chimaeraImmediate recognitionReviews, buzzwords,Actual difficulty to implement the right to be forgotten

Web Reputation issues

17In order to set a consistent Personal Branding strategywe need to manage proactively our Web Reputation

MeasureManage MaintainWeb Reputation Management

Personal Branding market strategies

Low net worthProactive-led actions:SEO and SEMSocial Network activity (LinkedIn, Facebook, ecc.)Specialized forumsRegional-based strategy (specific social networks)

High net worthMonitor-led actions:Minimalist websiteSocial networks respond-strategyInstitutional forums and web presenceContinuous monitoringThe new contextPersonal BrandingWhat is web reputation and why you should care about itNow is up to you

AgendaTools & Hints

We present now some easy-to-use and practical tools that everyone can start to use immediately.

A thorough Personal Branding & Web Reputation strategy, implemented by a consistent set of advanced tools, needs necessarily a deep and professional analysis and program.Ego-surfing refers to the act of using search engines to seek references to one's own website, or to view webpages that mention your own name (or company name).

Tools:Search Engine (advanced settings)Google AlertsMentionTalkwalker

Ego-Surfing

Advanced Search & Alert examples

Advanced Search & Alert examples

Influence rate

Network extension

Generated Contents

Feedback

Klout: measure and rank the social network influence

Uses social media analyticsto rank its users according to online social influence via the "Klout Score", which is a numerical value between 1 and 100. In determining the user score, Klout measures the size of a user's social media network and correlates the content created to measure how other users interact with that content.Alexa: analyze the competitors web presenceData collected through Alexa Toolbar

Useful for raw statistics about the number of accesses and the keywords used for specific results.

Reliability questioned: significance of the statistical sample; indipendence

Analytics

We can monitor:entry pagesourcekeywordsbounce ratesession durationdemographics

Search Engine Optimization Direct mail/newletter optimization

Master Diritto ed Economia

Analytics SEO & SEM

Pagina BAICR Master per la scuolaKeywords

Analytics SEO & SEM for pictures

Master online per docenti.jpgContinuous improvement

30While you want customers talking about you and providing feedback, it is still up to you to respond to negative comments and reviews about specific issues so that they can be turned into a positive result.A negative review is bad, but it is ALSO is a great opportunity for you to turn something bad into something good if you act and respond promptly and adequately Since negative reviews and comments are public, and everyone can see them, you can show off your customer support and satisfaction by turning an unsatisfied client into a satisfied clientTake advantage the virality of negative messages

A final hint: turn the problems into opportunities

A inizio sezione hints31

Q&A

Emanuele [email protected]

Partner, 4changing

@emarizzardiLucio [email protected] President, S4BPresident, BAICR cultura della relazione

@luciofumagalliThank you for your attention!

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