Executive Branding with Social Media

Executive Branding
with Social Media
+1 404 790 5005
kelly.quattlebaum@globalmarcoms.com

/companies/global-marcoms

/in/kellyquattlebaum

@globalmarcoms @kquattlebaum
Kelly Quattlebaum
/globalmarcoms
President, Global Marcoms
/globalmarcoms

www.globalmarcoms.com

About Global Marcoms

• A full-service marketing and communications
company that works with businesses to
provide support for:
 Social Media (Management, Training, Consulting)
 Marketing
 PR & Communications
 Business Development

Copyright © 2012 Global Marcoms. All rights reserved.
Do not copy or distribute without permission. @globalmarcoms @kquattlebaum 2

About Kelly Quattlebaum

• President, Global Marcoms
 10 years of international marketing &
communication experience
 Fluent in English, Spanish and Brazilian
Portuguese
 Public speaker and social media trainer
based in Atlanta, GA
 Specializes in LinkedIn, Twitter,
Facebook and Foursquare
 Offers social media training and
consulting to executives and businesses


Agenda

• Definitions
 Social Media
 Search Engine Optimization (SEO/SMO)
 Brand
• LinkedIn
• Facebook
• Twitter
• Blogs

Social Media Defined

Social Media is a group of tools that
enable people to create and share
digital content while establishing and
cultivating relationships

connect | communicate | share | grow

SEO and SMO Defined
• Search Engine Optimization
 Improves results in search
engines (i.e. Google)
• Social Media Optimization
 Improves results in search
engines
 Increases ability to locate you or
your company
 Drive traffic to Web content via
social media


SEO and SMO Defined

LinkedIn

Google+

Twitter

WordPress


SEO is Keyword Driven

• CAUTION: Keywords should apply to you
• Identify keywords
 Your personal brand statement
 Job descriptions
 Competitors
 Industry hot topics
 Google keywords
‒ https://adwords.google.com/select/KeywordToolExternal


Brand
A brand is a symbolic embodiment of all the
information connected to a product [or person]
and serves to create associations and
expectations around it.

A brand is a promise of an experience

Personal brand is also reputation
Sources: Wikipedia; Erika Anderson, http://www.forbes.com/sites/erikaandersen/2012/05/14/3-ways-to-create-your-
personal-brand-without-sounding-like-an-infomercial/


Personal Brand
Personal brands allow individuals to differentiate
themselves by consistently articulating and
leveraging their unique value proposition
Kristian Andersen + Associates

Creation of an asset that pertains to a particular
person or individual that leads to an indelible
impression that is uniquely distinguishable
Wikipedia
Sources: Kristian Andersen + Associates, http://www.slideshare.net/kristianandersen/brand-you-personal-branding

Personal Brand


Personal Brand
• There are associations and expectations
tied to each individual’s reputation
• People perceive your brand by
 Your actions
 Your voice
 Your appearance
 Your self image


Develop Your Personal Brand
• Ask yourself 5 questions
 What are your goals?
 What do you value?
 What are you passionate about?
 What motivates you?
 What makes you remarkable and unique?


• Rules you should follow
 Be diligent
 Be consistent
 Be relevant
 Be interesting
 Be authentic, be you


• Steps to take
 Evaluate your brand
 Develop a brand plan
 Craft your identity
 Choose the right tools and channels
 Measure and repeat


Social Media Branding

“With the surge of social media, you have not
only the ability, but you now have the need
to manage your own reputation, both online
and in real life.”
Megan Marrs, Forbes Contributor

Source: http://www.forbes.com/sites/dailymuse/2012/02/14/the-first-step-to-building-your-personal-brand/2/

Social Media Guidelines

• General guidelines for social media
 Connect your social media accounts together when
possible
 Build a community of fans, friends and followers via
relationship building
 Always be responsive
 Always be positive
‒ Keep it professional … it is on the Internet for life!


Social Media Strategy

• Use the P.O.S.T.* method to create your
social media strategy:
 People: Who are you trying to engage?**
 Objectives: What are you trying to achieve? **
 Strategies: What will it look like when you’re done? **
 Technologies: What are the tools you plan to use? **

*Charlene LI and Josh Bernoff, Groundswell, Winning in a World Transformed by Social Technologies
**Chad Norman’s 50 Social Media Tactics for Nonprofits

LinkedIn
• 175 million users in 200+ countries
• LinkedIn is a business-oriented social
networking site for professional networking
• Originally designed ONLY to connect those you
know
• Open networking shifted focus from only
known, trusted contacts, to a broader, global
reach
 Increasing 1st level connections allows you to build
an expansive network

Why Use LinkedIn?

• Showcase your experience
 Previously held positions
 Recommendations
• Build your brand
• Powerful tool to locate prospects
• Stay connected to your contacts
 Dynamic CRM
• Allows people to find you
 SEO and SMO

SEO Is Keyword Driven

• Where to add keywords
 Headline
 Current work experience description
 Past work experience description
 Summary (Bio)
 Specialties (indexed by Google)

LEAD WITH KEYWORDS
THE FIRST 40-60 CHARACTERS MATTER

SEO and Optimization

• Public Profile
 Make as much information visible as possible
• Link your profile to your website and blog
• Put the most important information at the top
• Complete the skills section
• Identify and incorporate keywords
• Have a professional headshot


Enhance Your Profile

• Complete profile
‒ Picture, Headline, Summary, Specialties, Skills,
Experience with Descriptions, Education, etc.
• Provide information that is of value
• Incorporate keywords for an optimized profile


LinkedIn Branding Tips

• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Public Profile


Public Profile
• Appears in search
engines
 NO SEO WITHOUT
PUBLIC PROFILE


SEO and SMO

LinkedIn Public Profile

LinkedIn Search


Create a Public Profile
• Appears in search
engines
 NO SEO WITHOUT
PUBLIC PROFILE
• Enables anyone to
view your profile
 Non-LinkedIn users



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Optimize Your Headline
• Headline appears in
LinkedIn search
• Entices prospects to
view your profile
• Lead with keywords
 Great for SEO


SEO and SMO

Keywords

LinkedIn Profile



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Summary
• Biography
• Include specialties



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Skills and Expertise
• List skills and
expertise
• Highlight your
strengths
• Gain endorsements
• Show up in Skills &
Expertise search



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Get Recommended
• Improves SEO
• Adds credibility
• Appears on contact’s
profile and updates



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Applications

• Add information that is of value using
applications such as:


Applications – WordPress or Blog Link

• Embed your blog into
your LinkedIn profile
• Gain visibility for
your blog
• Adds to your
message and brand


Applications - Events

• Show events that you
are attending or
organizing
• Good for networking


Applications - SlideShare

• Embed PowerPoint
slides into your
profile
• Opportunity for
branding and
messaging
• Adds value
• Gain SEO, visibility
through SlideShare

Applications – Amazon Reading List

• Share business and
self improvement
related books
• Adds to your brand
• Opportunity for
reviews under
comments


Applications – Box.net

• Add files to your
LinkedIn profile
• Add value by
providing tips or
advice in your area of
expertise
• Include your CV or
bio



• Public Profile
• Headline
• Summary
• Skills
• Recommendations
• Applications
• Status updates


Status Updates
• Great place to include
fresh content
• Appears on LinkedIn
home page for 1st
level connections
• Keeps your network
and users informed


Status Updates
• Edit the title and
description of shared
links


Status Updates
links
• Share on Twitter


Status Updates
links


Status Updates
links
• BONUS: Share to
multiple groups to
save time
 ONLY with link attached


Status Updates
links
• Share on Twitter (use
#in, NOT all tweets)
• BONUS: Share to
multiple groups to
save time
 ONLY with link attached

Status Updates
• Build relationships
with your contacts
• Acknowledge
achievements and
positive status posts
 Like the information
 Comment


LinkedIn Groups

• Join professional and social groups
• Position yourself as a thought leader
 Start discussions
 Answering questions will position you as an expert
- Can also lead to new connections
• Attach links to your status updates to share to
multiple groups simultaneously
 CAUTION: Be familiar with the Group’s policies
 Copy the 1st paragraph of the content and drive
people to the web site or blog


Answers

• Review questions and topics under Answers
 Answering questions using this feature will
position you as an expert
- By providing the best answers to questions, you earn
expertise.
- Experts are featured on the Answers home page, and in
each category of questions.
• Ask questions to stimulate discussions
 Questions are live for 7 days


Getting Noticed

• Increase your 1st level connections
• Ask questions in Answers
• Start discussion posts on groups
• UPDATE YOUR STATUS often


Facebook


Facebook

• Facebook is a social networking site
 Most used social network by monthly unique
visitors and active users
 Accounts for 8.93% of all US visits, vs. 7.19% from
Google
 Third biggest referral site for news
• More social in nature, great for more personal
communication and connections
 Share pictures, video, text, applications, games
• Pages for companies, profiles for individuals

Facebook Statistics

• 1 billion users worldwide, 600 million mobile users
• 1 in 7 people on earth use Facebook
• 50% of active users log in daily
• Average user spends 20 minutes per day on Facebook


Facebook Branding
• The Facebook Timeline cover allows you to create a
personal brand for yourself


Facebook Branding
• Select a profile picture that reflects your brand


Facebook Branding
• Select a profile picture that reflects your brand
• Like pages that are in line with your brand


Facebook Branding

• Use the About You
section for your bio


Facebook Branding

• Include descriptions
under Work and
Education


Facebook Branding

• Include descriptions
under Work and
Education
• Choose quotes that
are a reflection of
you


Facebook Branding

• Remember, your
status updates are a
reflection of who you
are
• Avoid status updates
and comments that
detract from your
brand


Facebook Tips
• Highlight special posts (photos, video, shared links,
posts) to make them standout on the new timeline


Facebook Tips
• Share a blend of content to help keep your wall
interesting
 Status Updates


Facebook Tips
interesting
 Status Updates
 Photos


Facebook Tips
interesting
 Status Updates
 Photos
 Videos


Facebook Tips
interesting
 Status Updates
 Photos
 Videos
 Shared links


Facebook Tips
interesting
 Status Updates
 Photos
 Videos
 Shared links
 Like pages of interest


Facebook Tips
interesting
 Status Updates
 Photos
 Videos
 Shared links
 Like pages of interest
 KEEP IT FUN!!!


Facebook Tips
• Matt Peters, Co-founder & Creative Director of
Pandemic Labs, at Digital Summit 2012 talked
about Facebook Engagement
 Photos are 5x more engaging than links, but
companies post links 2.7x as much
 The best times to post on Facebook are 12 am on
Sunday, 12 am on Monday, 10 pm on Friday and 11
pm on Tuesday
‒ Traditionally 8 am, 12 pm and 8 pm
 Posts on Sunday get 32% more interactions than the
weekday average


Twitter


Twitter

• 500 million active users
• 340 million Tweets per day
• Twitter handles 1.6 billion search queries per
day


Twitter

• Share expertise
• Provide a blend of content
 Original and shared
 Updates, pictures, video, links
• Drive traffic to your site, share your content
 Web site, blog, LinkedIn, Facebook, YouTube or
other online content


Twitter Branding

• Custom backgrounds allow you to create a
consistent image and provide additional info


Twitter Branding

• Custom backgrounds allow you to create a
consistent image and provide additional info
• Choose background and link colors that are
consistent with your image


Twitter Profile

• Profile description improves SEO
 Lead with keywords
• Choose a consistent profile picture
• Include company website or blog


Tweets for Peeps

• Reminder: Once you tweet it, you can’t delete it
 Can delete tweet, but you don’t know who has already
seen it
- Be positive!
• Tweets can be private or public
 Private will only be seen by your followers, not those
looking for you
 Create separate profile for public, professional tweets

September 24, 2010 distribute without permission. © 2010 Women In Technology, Global @globalmarcoms @kquattlebaum
Do not copy or Marcoms 85

Tweet Tips

 First 40 characters matter the most
• Incorporate trends and #hashtags
• Leave 20 characters of space for easy retweets
• For RTs, try moving the Twitter name to the
end and using via instead of RT*

*Source: Mari Smith, http://youtu.be/3mKJQuREIHw

Twitter Content

• Create Twitter lists
 Industry experts
 Clients, prospects
 Media
 Trade publications
 Credible Tweeps
• Other people’s lists at www.listorious.com*
 List yourself

*Source: Mari Smith, http://youtu.be/3mKJQuREIHw

Twitter Content
• Content Curation
 Hootsuite – keyword, search, lists
 RSS readers
 www.stufftotweet.com
 www.alltop.com
 popurls.com
 www.technorati.com

Sources: Mari Smith, http://youtu.be/3mKJQuREIHw; Amy Porterfield, http://youtu.be/wwJrYlcwTHI

Twitter Content

• Twitter discover tab allows you to browse
topics of interest without following or lists

Image Source: HubSpot Marcoms. All rights reserved.
Copyright © 2012 Global
http://bit.ly/HubSpotTwitterUpdate

Blogs


Blog Facts1

• More than 156 million blogs
• 77% of active Internet users read blogs
 More than 346M people worldwide
• Approximately 900,000 blog posts every 24
hours
• 81 languages represented in blogs

1. http://bit.ly/SMstats09

Blogs

• Blogs, short for Web Logs, is a discussion or
informational site published on the web and
consisting of posts typically displayed in
reverse chronological order
• Blog sites
 Wordpress.com
 Blogger.com
 Movabletype.org
 Typepad.com


Blog Branding

• Create a person
website and blog
• Have a consistent
image
• Include your bio on
an About page
• Match your
messaging


Blog Tips

• Your blogs should be
 Informative
 Insightful
 Interesting (easy to read)
 Invigorating
 Integrated


Blog Tips

• Incorporate targeted keywords in title,
content, tags, page description
• Vary your topics
 Mix in general advice and tips with information
about your area of expertise
• Respond to your comments
 You want your readers to become your fans


Top 10 CEO Blogs
• Chief Executive’s Top Ten CEO Blogs -
http://bit.ly/Top10CEO
 Based on: quality of the writing, subject matter, balance
between the professional and the personal, frequency of
posting and appearance/graphics
Allonhill Merisant Company
Sue Allon, CEO Paul Block, CEO
FirstRain Royal Caribbean International
Penny Herscher, CEO Adam Goldstein, President and CEO
Forrester Research Saatchi & Saatchi
George Colony, CEO Kevin Roberts, CEO
Hammock, Inc. Thomson Reuters
Rex Hammock, CEO Tom Glocer, CEO
Makovsky + Company Zappos
Kenneth Makovsky, president Tony Hsieh, CEO

Social Media Management


Hootsuite

• Social media dashboard
• Manage WordPress, Twitter, LinkedIn,
Facebook status updates and feeds
 Monitor keywords, search terms
 Schedule tweets and status updates to go out over
a period of time
 Shorten links
 Attach photos or documents


Tying it all together

• Integrating your social media sites leads to a
connected brand
• Feed LinkedIn status updates to Twitter
• Feed Tweets into Facebook
• Feed blog into Twitter



• Add social media
icons and links to
business cards



• Add social media
icons and links to
business cards
• Add icons and links
to your email
signatures



• Allow visitors to
subscribe to your
social media sites
from your website
and blog



• Allow visitors to
subscribe to your
social media sites
from your website
and blog
• Integrate social
sharing links into
your posts and pages



• Include Twitter feed
on website and blog



on website and blog
• Add your Twitter
accounts to LinkedIn



on website and blog
• Add your Twitter
accounts to LinkedIn
• Link to website,
Facebook and blog
from LinkedIn



• Integrate your blog
into your LinkedIn
profile



into your LinkedIn
profile
• Link to your blog or
Facebook profile
from Twitter



into your LinkedIn
profile
• Link to your blog or
Facebook profile
from Twitter
• Link to Twitter,
LinkedIn and blog
from Facebook

In Summary

• Social Media is excellent for branding
• Create associations, define expectations
• Offer stimulating content to engage your
audience and attract attention
• Communicate, Connect, Share, Grow


Questions?
Thank You!

Kelly Quattlebaum
President, Global Marcoms
Tel: +1 404 790 5005
kelly.quattlebaum@globalmarcoms.com
@kquattlebaum @globalmarcoms
www.linkedin.com/in/kellyquattlebaum

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