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 are

1. The new context

2. Personal Branding

3. What is web reputation and why should youcare about it

4. Now is up to you

Agenda

Source: Internet World Stats 2012

The Internet population

The growth of the Internet population

The Regional differentiation

The social networks are a social interaction place. The communication conveyed throughthem 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.

Immediacy

What 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)

What Epic Fails in Social Networks tell us

New paradigms, New professionals… New world

Big Data & Open Data

Data Scientist Internet Of Things

1. The new context

2. Personal Branding

3. What is web reputation and why you shouldcare about it

4. Now is up to you

Agenda

Your 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 itand what are the benefits that you bring to your clients

Personal Branding

Personal Branding: the strategy elements

Personal Branding

Networking

Clients PortfolioProfessional promotion

CommunicationPlanning

I am alreadyimplementingOFFLINE my

own PB strategy

Personal Branding market strategies

Clients

Portfolio

Maturity strategy

High net worth

Low net worth

Development strategy

Wealth Advisor mkt strategy

1. The new context

2. Personal Branding

3. What is web reputation and why you shouldcare about it

4. Now is up to you

Agenda

Brand: what you offer

Reputation: what your Clients buy

Reputation

Personal ExperienceAchievementsWord of mouth…

Consistency

What do people say, post, , comment…

about me and my company

on the Internet

Web Reputation

Even with low online activity!

Exponential increase of the channels:

• Anonymity chimaera

• Immediate recognition

• Reviews, buzzwords,…

• Actual difficulty to implement the «right to be forgotten»

Web Reputation issues

In order to set a consistent

Personal Branding strategy

we need to manage proactively

our Web Reputation

Measure

Manage

Maintain

Web Reputation Management

Personal Branding market strategies

Low net worthProactive-led actions:• SEO and SEM• Social Network activity

(LinkedIn, Facebook, ecc.)• Specialized forums• Regional-based strategy

(specific social networks)

High net worthMonitor-led actions:• Minimalist website• Social networks respond-

strategy• Institutional forums and

web presence• Continuous monitoring

1. The new context

2. Personal Branding

3. What is web reputation and why you shouldcare about it

4. Now is up to you

Agenda

Tools & 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, needsnecessarily a deep and professionalanalysis 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 Alerts

- Mention

- Talkwalker

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 analytics to 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 presence

• Data collected through Alexa Toolbar

• Useful for raw statistics about the number of accesses and the keywordsused for specific results.

• Reliability questioned: significance ofthe statistical sample; indipendence…

Analytics

We can monitor:- entry page- source- keywords- bounce rate- session duration- demographics

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.jpg

Continuous improvement

• While 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 client

• “Take advantage” the virality of negative messages

A final hint: turn the problems into opportunities

Q&A

Emanuele Rizzardierizzardi@4changing.it

Partner, 4changing

@emarizzardi

Lucio Fumagallilfumagalli@esse4bi.itPresident, S4BPresident, BAICR cultura della relazione

@luciofumagalli

Thank youfor your attention!