This presentation addresses some of the fundamentals of developing and maintaining your personal brand with the use of social media tools. Presented to Eastlake DECA Founding 54 on December 22, 2009.

1. YOUR PERSONAL BRAND
ManagingYour Online Identity
WithYour Future In Mind

2. YOUR PERSONAL BRAND
ManagingYour Online Identity
WithYour Future In Mind

3.  "18% of working college graduates report that
their employer expects some form of self-
marketing online as part of their job."
Digital Footprints, Pew Internet & American Life Project
 "22% of managers screen their staff using social
networks and 10% of admissions officers verify
potential students using social networks."
Careerbuilder.com & Kaplan
 "There are 1.5 million graduating college students
for 2009 and employers are only hiring 1.3% more
of them. Differentiation by branding is
imperative for success."
Hartford Courant &WSJ
Why is personal
branding so important?

4.  45% of companies conduct background
checks on social networks.
Careerbuilder 2009
 Hiring is down 7% for the 2010
graduating class.
NACE, September 2009
 63% of job-hunting college grads aren’t
cleaning up their social network profiles
CollegeGrad.com, September 2009
Why is personal
branding so important?

5.  71% of college admissions officers
receive friend requests from applicants.
Kaplan, September 2009
 Employers receiving 49 graduate
applications for each vacancy.
Association of Graduate Recruiters, July 2009
 59% of college grads send out 30 or more
resumes as part of their job search .
CollegeGrad.com, May 2009
Why is personal
branding so important?

6. Brand...
 What is it? Definition?
 “A brand is a collection of perceptions in
the mind of the consumer.”

7. Personal Brand...
 What is it? Definition?
 A personal brand is how people perceive you.
 It’s the way they describe you to friends.
 It’s the way they differentiate you from someone else.
 It’s the things they remember about you when you
aren’t around.

8. Personal Brand...
 What is it? Definition?
 A personal brand is how people perceive you.
 It’s the way they describe you to friends.
 It’s the way they differentiate you from someone else.
 It’s the things they remember about you when you
aren’t around.

9. Personal Brand...
 What is it? Definition?
 A personal brand is how people perceive you.
 It’s the way they describe you to friends.
 It’s the way they differentiate you from someone else.
 It’s the things they remember about you when you
aren’t around.

10. Personal brand...
 How do you want to be…
 Perceived?
 Described?
 Differentiated?
 Remembered?

11. Your brand framework cycle
Brand
Attributes
Brand
Promise
Brand
Positioning
Brand
Driver
Brand
Personality

12. The power of one...
 You are one person.
 You have one life.
 You have one personality.
 You have one set of values.
 You have one future.
 You have one brand.
 Offline and online are one.
 Bring your one (whole) self to all you do.

13. “He who has a why to live
can bear almost any how.”
 Your “why” is your purpose
 What are you good at?
 What do you care about?
 Where is your passion?
 What motivates and excites you?
 Student BrandingTV
Friedrich
Nietzsche

14. “Mystery is in the history?:

15. The Permatail Impact.
 We all have a personal
brand whether we know (or
like) it or not.
 Search is both powerful and
scary -- the good, the bad
and the dumb will show up
(and stay) on the web.
 Search doesn't have a half
life, it has not only a long
tail, but a permatail.

16. Housekeeper wanted... Craig’s List

17. Housekeeper wanted... Craig’s List
MySpace Page
A picture of the
applicant,
drinking beer
from a funnel.
Under hobbies,
the first entry
was, "binge
drinking."

18. Housekeeper wanted... Craig’s List
MySpace Page
A picture of the
applicant,
drinking beer
from a funnel.
Under hobbies,
the first entry
was, "binge
drinking."
Personal Blog
"I am applying
for some menial
jobs that are
below me, and
I'm annoyed by
it. I'll certainly
quit the minute I
sell a few
paintings."

19. Housekeeper wanted... Craig’s List
MySpace Page
A picture of the
applicant,
drinking beer
from a funnel.
Under hobbies,
the first entry
was, "binge
drinking."
Personal Blog Local Police
"I am applying
for some menial
jobs that are
below me, and
I'm annoyed by
it. I'll certainly
quit the minute I
sell a few
paintings."
Only six
matches. The
sixth (from P.D.)
indicated that
the applicant
had been
arrested for
shoplifting two
years earlier.

20. What you do and say matters.
Discover
• Enter – Be present in the environment.
• Listen – Be aware of the conversation.
Relate
• Identify –Introduce yourself.
• Rapport – Bring honesty / understanding.
Content
• Responsible– For everything you share.
• Accountable–Today and forever
Trust
• Respectful – Of other viewpoints
• Engaged – Join the conversation

21. Social media building blocks
“Defining your personal brand and
developing a solid foundation is critical to
the successful use of social media tools as
career building assets.”– NW_Mktg_Guy

22. Social media building blocks
“The single most important first
impression you make is with the 3600 to
5000 pixels you get for your tiny
photograph” – Seth Godin
•Your photo is your best choice. The real you.
•Use a white or neutral background.
•Make sense of any detail you add to your avatar.
•If you aren’t a super model, don’t pretend to be one.
•Communicate openess and enthusiasm.
•Be consistent. Use the same avatar everywhere.
•Don’t try too hard to stand out.

23. Social media building blocks
•Start with a website , blog, or both.
•Your URL is key. (i.e. yourname.com or yourname.net)
•Decide on the appropriate style and design
•Enhance your resume with multimedia
•Integrate your social network profiles
•Make your resume shareable
•Examples: Dan Schawbel Katharine Hansen Bryan Person Chris Penn
“Social media resumes are important for
attracting hiring managers directly to you,
without having to submit your resume,
blindly, to them.” – Dan Schawbel

24. Social media building blocks
•Know your audience
•Set your privacy settings
•Fill out your profile completely… and accurately!
•Import contacts and grow your network
•Update your status
•Join or start an event in your area
•Feed your social networks.
“Whether you know it or not, your profile,
your feed, the groups you belong to, the
events you attend and the friends you share
say everything about you.” – Brian Solis

25. Social media building blocks
•Brand your profile. Have a unique URL
•Be flawless: Correct spelling, grammar, & complete.
•Develop your network
•Position yourself as a leader: Start group or event.
•Leverage and link. Share your connections.
•Remember your avatar: Clean and professional.
•Stay current and don’t lie…. EVER!
Linked in is a powerful tool for college students
seeking internships and jobs… the way that you
conduct yourself has far-reaching implications
as you start your career.— Daniel Klamm

26. Social media building blocks
•Claim yourTwitter handle.
•Synchronize your avatars.
• Decide how you want to brand yourself.
•Become an expert, enthusiast, or resource.
•Establish aTwitter marketing plan.
•Tweet useful information.
•Answer questions. Share relevant links.
“It’s like getting all dressed up and going to a
party… Just being onTwitter isn’t enough.You
have to participate. Join the conversation.
Create conversation.” – Jennifer Horowitz

28. Let’s make it real!
 Hootsuite
 Linked In – Rod Brooks
 Facebook – Rod Brooks
 Twitter – Rod Brooks
 YouTube – Rod Brooks
 Linked In - Founding 54
 Facebook - Founding 54

29. Thank you.
 Twitter - @NW_Mktg_Guy
 Blog – ww.pemconorthwest.com
 Facebook – Rod Brooks
 Linked in – Rod Brooks
 e-mail – rod.brooks@comcast.net