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Pragma
  Hello
  H ll
Meet Lyndi (and Quirk)
Branding
       g   y
           yourself
online
Life before Q i k
                     Lif b f     Quirk...
                     Freelance SEO copywriter, Tutor (UCT), Masters
                     Student.


Meet Lyndi Lawson    Life@Quirk
 Head of Education
             Quirk
                     My team, the money, new business, lecturing,
                     workshops, learning about learning, project
                     management.


                     Achievements
                     GAIQ qualification
                     Started Quirk Education
                     Co edited and published the Quirk eMarketing
                     textbook (2009,2010, 2011)
Personal Branding
It has changed the world
Personal Branding
Personal Branding
Personal Branding
Personal Branding
Personal Branding
Personal Branding
Digital is local…

Just over 6 million
South Africans online
11 million South Africans
have had an internet
experience on a mobile phone.
7 716 260 Egyptians

4 016 580 South Africans
       3 247 680 Nigerians
        1 081 820 Kenyans
Personal Branding
Personal Branding
In 2011

•   2 1 billion internet
    2.1                    users

•   555 million websites

•   294 billion emails sent every day

•   5.9 billion mobile   subscriptions

•   2.4 billion social
                   i l   networking accounts
                           t   ki
It’s also   EVERYWHERE   else
For business (and people in business) the knock on
effect of this is interesting…
Personal Branding
Importantly (for today s workshop)
                 today’s
Personal Branding
Users are customers and potential customers
Introduction




People search for information on businesses and the people in them
Companies aren't faceless entities any more…

…people want to work with people
Today s
Today’s workshop is on

Social Media and its application to Personal
                        li ti
Branding

• A i t d ti to personal branding
   An introduction t         lb    di
• An introduction to social media
• Confronting the challenges of using social media
Break
• Using social media to become a thought leader
• Creating your personal brand
An Introduction to   Personal
Branding
So what is it?
Discovering what   makes you unique
And communicating that
          i ti
It’s highlighting your:
       g g      gy

•   Skills
    Skill
•   Knowledge g
•   Credibility
•   Personality
    P        li
•   Relevance
      e e a ce
•   Integrity
Its also creating the right
                       i ht   perception of
                                    ti
yourself

(in
( this context, online)
                      )
What a personal brand i
                      is   not . . .
                             t
• Self important
• Artificial
Personal Branding
It is about what is relevant to your
audience.
audience
Digital means that communication
is a t
     two   way street
People want to communicate with other
   p
              people
And… they want to k
                  know   more about those
people
So, personal
           l   brands
               b d affect companies
Employee engagement and personal contributions
    p y     g g             p
strengthen the brand profile.

•   Create first impressions
•   Influence perception
•   Relationship building
•   Critical for business success
•   Improve corporate culture
They can dictate whether business   is won… or
lost
Thus, it s
Thus it’s vital for companies to hire the right staff who
will project the right
     p j           g     p
                         personal image for the
                                     g
brand.
Personal brands also affect individuals


•   First impressions
•   Perceptions
•   Networking
•   Relationship building
Prospective employers business partners, investors
            employers,           partners
and contacts will check you out online.
• Up to 81% of employers use Google to vet
  candidates
• 70% of employers have rejected candidates based
  on what th fi d on social media
      h t they find      i l   di
• Some even ask for Facebook passwords!
                              p
They can make or break careers
So, own your brand –
make sure people see
what you want them t
  h t         t th   to
see.
But…
But
There is i t
          intense   competition for attention in
                         titi
the market
Individuals need to learn how to get and keep that
attention by making sure they stand out
      i         i
And…
And
You need to be aware of assumptions and
stereotypes

 (it’s human nature)
Personal Branding
Who would you choose to do business with?
It s
It’s worth remembering that
First impressions count
And that truly strong personal brands in a business
context are built on
Thought leadership: you need to
demonstrate i
d        t t it
Personal Branding
A thought leader is an innovative individual who leads
conversations in their field. They are distinct
                       field
personalities — people or brands
What makes you a thought leader


•   Expert
•   Insightful
•   Ahead of the curve
•   An attentive audience
•   Consistent
•   Respected
New thoughts and opinions : analysis NOT repetitio
                               l i           titi
You may not be able to control everything that is said
about you online
But you can steer the conversation in the right
direction
What impression do you want people left
with?
An Introduction to   Social Media
Channels
Social Media is….
             is


• Networking
• Publishing
• Sharing




But not all channels and platforms were
created equal…
“You wouldn’t run around a house with a screwdriver
and say what can I fix with this ”
                            this.




                      - Nora Garmin Barnes, Researcher
Personal Branding
Social Media Benefits

 L
•Low-cost
•Viral possibility
       p         y
•Creation of brand ambassadors
•Direct feedback and insight
 Di      f db k d i i h
•Tools are free
   oo s a e ee
•It’s easy to use
•It’s accessible
•The audience is already there
 The
There are 4 key Social Media channels
1.   Bookmarking and Aggregating
2.
2    Content Creation
3.   Social Networking
4.   Location
Bookmarking and Aggregating
Content Sharing
• Many platforms - most are free
• YouTube: 48 hours of video uploaded every minute
  •   1 trillion video views in 2011
• 160 million blogs
Excellent for:

•   Proving your thought leadership
•   Sharing expertise
•   Can be branded
•   Can be hosted on the company site
Social Networking
Facebook


• World's biggest network
• 850 million users (4.8 million in SA)

Excellent for:
• Personal content
• Social interactions
• Media linking and sharing
Twitter

•   Microblogging platform
•   225 million users (1 1 million i SA)
          illi        (1.1 illi in
•   Can create a branded business accounts — Eg:
    @PragmaSteve
    @P         S

Excellent for:
• Finding news
      d g e s
• Positioning yourself
• Connecting with people you don t know
                             don’t
LinkedIn

•   Business-centric social network
•   147 million users (1 6 million i SA)
          illi        (1.6 illi in
•   11th most popular website in SA

Excellent for:
• Hosting your online CV
• Business networking
• Contacting people for work-related purposes
• CConnecting with professional groups
           ti  ith    f i     l
Location
Don’t worry, you don’t have to use   all of
these
C      i
                    Community 
                    management
                                     Support and 
  Sales and lead 
  Sales and lead                      customer 
                                         t
   generation                          service




                     Strategic 
                      use of 
                      use of             Reputation 
                                         R   t ti
Insights and 
  research             social           management
                      media


     Advertising 
     Advertising                       SEO
        and 
     awareness
                    Communication 
                     and outreach
Some examples of b
                 brands using Social
                     d
Media channels
Personal Branding
Personal Branding
Personal Branding
Personal Branding
The Challenges of   Social Media
Personal Branding
1. Social Media takes ti
                      time, i
                            investment and
                                 t   t
  effort
Creating content

•   Who will do it?
•   What will we write?
•   How will we write it?
•   When will we find the time?
2. Building an audience is hard work
                 di
thi
3. There is always something   new to learn
4. It’s hard to measure results
i t
5. It’s hard to keep things private
6. You expose yourself to negativity
Social Media to become a
Using

Thought Leader
Demonstrate content and ideas that are:

•   Consistently fresh
•   Unique
•   Relevant

1.
1 Create value for the community
2. Attract a following that respects and trusts your
opinion
3. Consider how you brand yourself
Let’s look at some   examples
                          l
Meet David Graham - Digital Channel Executive
(Delloite)
Personal branding examples
Personal branding examples
Personal branding examples
Terrence O'Hanlon - Publisher
(Reliabilityweb.com)
Personal branding examples

Linkedin
Personal branding examples

FB
Personal branding examples

conference
What makes these good examples?


•   Consistent
•   Professional
•   Relevant
•   Interesting
•   High engagement
Creating your personal   brand
Your strategy:



1. Positioning yourself
2.
2 Marketing yourself
3. Monitoring and Optimising your Personal Brand
5 Preliminary Questions


1. Do I need a personal brand?
2. What resources (time, money, attention) do I have
   available to devote to it?
3. What do I want to achieve?
4. What are my specific goals?
5.
5 What is my online ‘home base ?
                       home base’?
1. Positioning yourself
Strategy
A good strategy reduces
     d            d
guesswork,
guesswork and makes ideas
more effective.
  o e e ec e
It’s all about the planning
                    l   i
Your brand is much more than just
your job title–it should evoke your
purpose in life, what you want to
accomplish, and the iimpact you
                             t
want to have on others.
Step 1 Know what s
     1:     what’s
out there
Your personal brand is defined by your Google CV
Personal Branding
75% of searchers don't look past the first page of
results — so you need to control what appears here
How does Google Rank Content?

• Relevance
• Importance
• Popularity
• Trust
• Authority
Your goal:
Maximise the good content — minimise the bad
Determine your persona

•   Professional
•   Insightful
•   Interesting
•   Relevant
Position yourself with reference to:

•   The industry
•   Your role in the business
•   Your experience
•   Your competitors
How do I fit in to the Pragma business and brand
image?
Create a value proposition

• Why are you relevant to your audience?
• What value are you creating?
Situational analysis — where you are in your career

• Your values
• Your attributes
• Your passions
Audience analysis — who should be engaging with you

• Target audience demographics
• Primary and secondary research
• SWOT analysis
Personal Branding
Competitor analysis — who else is doing something
similar in your field?


• Does anyone provide an identical service?
• Wh makes you stand out f
  What    k            d    from them?
                                   h ?
• What are their successes and failures?
What is your unique selling point?
A short exercise
             i
1. Using the pad in front of you, brainstorm and in
   five i
   fi minutes, list every personal attribute, value
                li                  l    ib     l
   and/or passion that comes to mind

2.
2 Sort through your values, attributes and passions
                     values
   and narrow the list to the 12 characteristics

3.
3 Narrow the 12 concepts to five

4. Narrow your list to the top three
Write a personal brand statement
“I am a highly qualified, proven, results-driven
executive who wants my legacy to include mentoring
young talent.”
“I am a passionate, people-oriented leader with solid
business acumen a strong work ethic and integrity.”
         acumen,                          integrity
2. Marketing yourself
Really, it’s
Really it s about

•   Crafting your brand
•   Choosing your channels
•   Building an audience
•   Creating great content
Let’s talk about choosing your   channels
                                  h    l
Remember that you personal brand is made up of



• Your social network profiles
• Your owned media
• Other people's content about you
Personal Branding
Don’t worry, you don’t have to use   all of
these
Personal Branding
Consider

• Audience
• Time Commitment
• Relevance
Let’s talk about building an audience
                               di
Know your target audience
Be humble and authentic
Engage with influencers — respected people with
large, influential followings
Start small and meaningful — the crowds will come
Let’s talk about creating great
                              t   content
                                     t t
Thought leaders need to create meaningful, original,
                               meaningful original
relevant content
Build your channels slowly and steadily.

Add more channels to push negative results off the
first page.

Keep content fresh
             fresh.
Keep all messages on brand — consistent tone, style
                                        tone
and content.
What should YOU write about?
• Industry news

• Your opinions and insights

• New developments

• Breaking topics
Don't write about yourself or your brand!




                                 Personal brand ≠ sales
Make use of writing best practice

•   Simple and clear
•   Scannable (bullets and headings)
•   Short
•   Optimised
•   Keywords
•   Links
Personal Branding
Personal Branding
3. Monitoring and Optimising your efforts
            g      p       gy
Personal Branding
Monitoring
M it i and managing your online
                i
reputation
Drive your online brand using real
                                 l   world
                                        ld
relationships
Get endorsements
      d       t
Make sure you brand is everywhere that you are
                             h
Create physical assets
        h i l
Network   network network
            t   k
Connect with them through the mediums

• Follow on Twitter

• C
  Connect on Li k dI
             LinkedIn

• Comment on blog
Join existing   communities
                      iti
Building close relationships is the key — it pays off in
the long term
•   Build up a rapport
•   Offer value
•   Interact meaningfully
•   Engage
Johannesburg Business Club — 7 000 members
Personal Branding
Build   associations and partnerships
             i ti           t    hi
Online, it’s
Online it s all about
communities
One person alone may struggle to build a meaningful
brand - a group can be more effective
• Capacity for more updates
• Better ideas
• Mutual benefit
Build internal partnerships — you are your own
community
External partnerships — find people and brands that
provide value and support, not competition

But

Build something valuable before approaching a
partner — what do you offer to the relationship?
Find your niche
Attention is the currency of the Internet
1. What do I do better than anyone else?
2.
2 What do I know that no one else does?
3. What gives me the edge to create insights?
We have covered

Social Media and its application to Personal
                        li ti
Branding

•   An introduction t
    A i t d ti to personal branding
                               lb    di
•   An introduction to social media
•   Confronting the challenges of using social media
•   Using social media to become a thought leader
        g                                g
•   Creating your personal brand
/Fin
Life before Q i k
                     Lif b f     Quirk...
                     Freelance SEO copywriter, Tutor (UCT), Masters
                     Student.


Meet Lyndi Lawson    Life@Quirk
 Head of Education
             Quirk
                     My team, the money, new business, lecturing,
                     workshops, learning about learning, project
                     management.


                     Achievements
                     GAIQ qualification
                     Started Quirk Education
                     Co edited and published the Quirk eMarketing
                     textbook (2009,2010, 2011)

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