As you explore your career options it's important to know that your prospective employers are finding information about you online. This keynote presentation at Whittier College's first career summit provides an overview of steps to take control of your digital brand.
17. @kaykasConfidential 17
The expectations we have on the incumbent always winning a
fight on their terms is not accurate
- it’s a lot harder to sneak up these days.
The very thing that is the apparent source of strength
- may also be the greatest weakness.
Giants are not as strong and as powerful as they seem.
20. Confidential 20
Take Ownership Of the Brand of YOU
• Develop your personal positioning
• Pick your channels
• Fine tune your content
• Create your own ‘listening’ platform
• Share to your channel
• Publish your content
24. @kaykasConfidential 24
Develop your
brand positioning.
The Brand Of YOU
POSITIONIN
G
STATEMENT
High-level promise statement including differentiated benefit that crosses multiple scenarios (derived from
promise/differentiation from the value proposition)
Target
Audience (s)
As defined by segmentation (validated through value proposition research process)
Current
Perceptions
Key perception that drives value prop acceptance (determined by dissecting value proposition strengths and weaknesses)
Metric Quantifiable measure of the key perception
Metric
Definition
Question (s) from trackers that are used to baseline/gauge perception metric
Core
Scenarios
Specific way offering will be
used (from value prop)
Specific way offering will be used
(from value prop)
Specific way offering will be used
(from value prop)
Customer
issues
Differentiated
Benefit
Vs. competitor as specified in value
prop
Key
Messages
(with
Competitive
Differentiatio
n)
Things we will say about the offering
to persuade target that we have a
superior value proposition
Support Reasons the target should believe
the above claims
Customer
Evidence
Specific customer examples that
validate our above claims
Positioning & Messaging Framework
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• Title is not just your title but your
interests (and maybe contact info)
• Content that you’ve published
• A summary written in third person
• Content that you’ve been
mentioned in
• Videos you’ve created and posted
• Recommendations!
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Key Takeaways To Own The Brand of YOU
• There is no surprise Goliath moments anymore
• Treat yourself like a brand
• Consistency. Consistency. Consistency.
39. Confidential
THANK YOU Managing Your Digital Brand
Jascha Kaykas-Wolff
@kaykas
Linkedin.com/in/kaykas
April 5th 2014
Thank you!
Notas del editor
3000 years agoKingdom of isreal was in it infancy11th century BCETakes place in Shefella – now where kingdom of isreal isMoutaian range of vallies east and westPhilistines vs. the Kingdome of IsrealThe valley of elah
Single combat – didn’t incur major bloodshad.
IsrealitesPhilistines
6’9”Glittering armorSword SpearNone of the ireaslite
Young shepard boy volunteersConfident. I’ve been doing this. They try to give him armor. He refuses. Picks up 5 stones
Young shepard boy volunteersConfident. I’ve been doing this. They try to give him armor. He refuses. Picks up 5 stones‘come to me’ taunts the shepard boyGiant sees a staff only and he’s insulted“am I a dog that you would come to me with sticks?!”
Shepard hits him and he dies
Goliath is giant. He has armor.David is a kid. And a shepard.
Caverly (on horse and camels)Heavy infintry (knives and javlines)Artilary (archers & slingers)
6-7 revolutions per second35 meters per second. Faster than a baseball. Slingers could hit birds!
Slingers were the decisive factor against infantry Goliath is heavy infantry His expectation is that he’s going to fight other heavy infantry!Sol even tried to give armor to match infantry. David never has an expectation to fight ‘fairly’ as an infantry.
Goliath is giant. He has armor.David is a kid. And a shepard.
Acromegaly - Andre the GiantSide effects to being a giant – Impaired visionHe moved slowly and is escorted to the valley Why doesn’t he know david isn’t going to fight“come to me that I might feed your flesh to the birds of the heavens and the beasts of the fields”“am I a dog that you should come to me with sticks”
Every company wants to be innovative.Most companies are already innovative – but typically in pockets.What we do at Mindjet is help companies with the capabilities, embodied in our SaaS Software, to innovate at scale – across every employee, every department, every geography.
Every company wants to be innovative.Most companies are already innovative – but typically in pockets.What we do at Mindjet is help companies with the capabilities, embodied in our SaaS Software, to innovate at scale – across every employee, every department, every geography.