Personal brand, social capital and how to use LinkedIn more effectively
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In this presentation, I discuss personal brand and social capital and how you can be using LinkedIn more effectively to build both. Presented to IABC Calgary on 13 April 2015.
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Personal brand, social capital and how to use LinkedIn more effectively
- 1. PERSONAL BRAND, SOCIAL CAPITALAND HOW TO USE LINKEDIN MORE EFFECTIVELY by Jay Palter Chief Engagement Officer, Jay Palter Social Advisory 13 April 2015 Presented to:
- 2. Overview This presentation will cover: • Concept of personal brand • What is social capital & why do you want it? • Tips for using LinkedIn to build and leverage your professional network • Other social networks you shouldn’t ignore
- 3. Spend time or invest it? You can spend time on social networks or you can invest your time. This presentation is about how to invest your time strategically.
- 6. Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You. ~ Tom Peters My intro to personal brand
- 7. What is a brand? • Visual identity • Experience • Value proposition • Reputation • Goodwill
- 8. What is a personal brand? • Visual identity • Experience • Value proposition • Reputation • Goodwill = YOU, your smiling headshot = Your satisfied customers = Your niche/specialty = Your Google search results = Referrals/recommendations
- 9. Personal brand is personal
- 10. Personal brand is about “you-ness” Your “you-ness” is key to your personal brand.
- 11. Your brand is how you are perceived Personal brand is what people say about you when you leave the room. ~ Jeff Bezos, Amazon
- 12. WHAT IS SOCIAL CAPITAL? The value/benefit that accrues to a person, business or organization by virtue of their social relationships.
- 13. People do business with people they know, like and trust.
- 14. People hire people they know, like and trust.
- 15. People recommend people they know, like and trust.
- 16. Social capital drives ROI, as much as human and financial capital
- 17. Social networks are an influence economy Currency Assets “Earned media” Goodwill = = = Networked people and content Transactions Social capital
- 18. 10 ways to use LinkedIn to promote your personal brand and grow social capital
- 19. 1. A smiling professional headshot. Smiling headshot Too many people Default icon Too personal Face too small X X X X Avoid these types of headshots:
- 20. 2. Craft a professional headline. Professional Headline “Business writer” or… “Advisor” or…
- 21. 3. Complete your profile. Summary of what you do Multimedia http://ca.linkedin.com/in/jaypalter
- 22. 4. Customize profile sections. Reorder your profile sections Your LinkedIn profile does not need to look like a boring resume.
- 23. 5. Customize your skillset. Customize the skills you want people to select from
- 24. Making Connections on LinkedIn
- 25. 6. Customize your connect requests. • Follow up within 24 hrs • Customize message • Be personal
- 26. 7. Ignore some connect requests. Do CONNECT: • People you’ve met • People genuinely reaching out Don’t CONNECT: • With complete strangers • Geographic outliers
- 27. Listening and sharing Adopting a proactive giving strategy – paying it forward – is an effective strategy to build online engagement and social capital.
- 28. 8. Mind your LinkedIn feed daily • Like, comment & share Why? • Show people in your network that you are paying attention to THEM • Learn something too ;-)
- 29. 9. Find and share great content • Helps solve too much information problem • Adds value and creates meaning • Demonstrates your knowledge/expertise • Creates touch points for clients/prospects • Promotes “know, like & trust”
- 30. Four E’s of content curation Sample topics for sharing: • Personal finance • Happiness/quality of life • Productivity & life hacks • Fitness/health • Networking • Community-building Topics to be cautious with: • Politics • Religion
- 31. Help people understand When Ebola fear was spreading, sharing this graphic helped put the risk in perspective.
- 32. Help people understand With California’s drought entering its fourth year, this graphic puts puts food-related water use in perspective.
- 34. Apparently, men with real bodies posing in underwear makes people smile.
- 36. 10. Publish on LinkedIn • Write for your reader • Add footer linking back to your site/blog • Include images in posts and use subheads • Tweet with “Tip @LinkedInPulse”
- 37. And finally…Give to get in social.
- 38. Give. Serve your network. • Give back and pay forward. • Give credit where it’s due. • Pay attention. Pay. Attention. • Be generous of spirit. • Invest your time. • Read and share other people’s content. • Be helpful.
- 39. Other social networks: Twitter • Curation: Share great content • Engagement: Grow your network • Influence: Build an audience • News: Stay informed
- 40. Other social networks: Google+ • Curation: Always share great content • SEO: Google+ shares show up in search results • Gmail: Establish your identity on Google
- 41. What can I do for you? Strategy • Planning • Policy development • Influencer intelligence • Personal branding • Data analysis Tactics • Content marketing • Curation • Repurposing • Social management • Coaching/training • Speaking
- 42. Contact Jay Palter Social Advisory mobile: 587-586-8433 email: jay@palter.ca web: jaypalter.ca twitter: @jaypalter
Editor's Notes
- Welcome to “Personal Brand: The Power of Personality in Social Networks”. This webinar has been prepared by social media strategist and trainer Jay Palter for Foresters Canada.
- In this webinar, we will look at what personal branding is and why it is so important develop your brand in social networks. Then, we’ll cover some basic tips on how to define your brand and leverage it in your business. So, let’s get started.
- A personal brand has similar characteristics to corporate brand: The visual identity of a personal brand is YOU. Your face, your smiling headshot is how people online recognize that you are YOU. The experience of a personal brand is literally the experience that your clients have when they work with you. The value proposition of a personal brand is the niche or specialty that you bring to your work with your clients. The reputation of your personal brand is largely influenced by what information people find about you online. Google yourself and see what comes up – that’s a big factor in your reputation. Finally, what people who’ve worked with you will say about you to others in their network is also an important component of your personal brand.
- A personal brand has similar characteristics to corporate brand: The visual identity of a personal brand is YOU. Your face, your smiling headshot is how people online recognize that you are YOU. The experience of a personal brand is literally the experience that your clients have when they work with you. The value proposition of a personal brand is the niche or specialty that you bring to your work with your clients. The reputation of your personal brand is largely influenced by what information people find about you online. Google yourself and see what comes up – that’s a big factor in your reputation. Finally, what people who’ve worked with you will say about you to others in their network is also an important component of your personal brand.
- Personal brand is the intersection of your skills (or “talent”), your experience and your passion for what you do. You could also understand these three categories as what you do (“talent”), how you came to do what you do (“experience”) and why you do what you do (“passion”). “People don’t buy what you do, they buy why you do it.” That quote by Simon Sinek underscores the importance of understanding and communicating why you do what you do.
- Many people are familiar with Dr. Seuss’ books from their childhood. Few people realize that Dr. Seuss was a personal branding visionary. He was well ahead of his time. Dr. Seuss understood the key factor in personal branding: You-ness. No one can be more YOU than yourself. Recognizing this and building on your unique strengths is one of the best ways to differentiate yourself in a competitive marketplace where many advisors are selling similar products. That’s because people don’t buy products as much as they “buy” other people.
- Jeff Bezos, founder and CEO of Amazon, is famously quoted as saying: Personal brand is what people say about you when you leave the room. I love this quote because it highlights a critical fact about all brands in the social age: Your personal brand is defined not by what you tell people it is, but by how you conduct yourself and what others tell each other about you.
- Palter Social Media - palter.ca/web
- Palter Social Media - palter.ca/web
- Palter Social Media - palter.ca/web
- Simply put, LinkedIn is your new business card. Would you consider doing business without a business card? Of course not. That’s how you should think about LinkedIn. When people go to Google and search for you, your LinkedIn profile is often among the first things they will see. For this reason, LinkedIn is one of the most important social networks for you to participate in.
- Your LinkedIn profile is the most important place to start on LinkedIn. Here are some things to be aware of when setting up your profile: Make sure you use a smiling headshot. This is critically important. People make judgments in seconds about whether they like someone. You want people to be able to see your face and feel that they will like doing business with you. You should be smiling and friendly. There are many mistakes you should avoid with your LinkedIn headshot: Don’t show too many people Don’t use a picture where your face is small Don’t use a personal picture And whatever you do, do not leave the default headshot icon in place 3. Finally, make sure this headshot is one that you consistently use on your social media profiles. You don’t want to confuse people with a different headshot on your website and LinkedIn and any other social media profiles. This is especially important if you have a common name shared with many others. You want people to be able to find and recognize YOU easily.
- Next to your smiling headshot, your Professional Headline is the most important part of your profile on LinkedIn. Your Professional Headline is the description that appears after your name. This is a very important field on LinkedIn because it is displayed on the site everywhere that your name is displayed. This field does not have to be your formal job title. It can be a more engaging description of what you do, of what benefits you deliver. For instance, I am a “consultant” but that sounds boring and provides little insight into what I actually do. So my Professional Headline reads “Social strategist, coach, speaker and Chief Engagement Officer”. Here are some other samples of good professional headlines: A “business writer” might call himself a “Wordsmith with proven ability to translate business objectives into communication strategies and tactics.” Very engaging, wouldn’t you agree? A“advisor” might choose to describe herself as a “Financial advisor helping women with their money”. It’s very clear from this description why you might want to call this advisor if you’re a woman looking for help managing her money. Think creatively about your Professional Headline on LinkedIn. It’s an important tool.
- In addition to your smiling headshot and descriptive headline, here are a few other important LinkedIn profile considerations: 1. LinkedIn URL address – When you create a LinkedIn account, you are assigned a generic URL. You can customize your URL to include your name for no extra charge, however names are available on a first come first served basis. 2. Summary – The summary section of your LinkedIn profile is a free-form text section in which you can describe what you do, the value you offer, etc. Use this section to describe your value proposition. Note that your LinkedIn profile is indexed on LinkedIn (and in search engines like Google) so use key words that are relevant to your target audience. 3. Add multi-media to your summary – You can add a picture or a link to an article to your profile summary on LinkedIn. And this is highly recommended because it differentiates you and attracts attention to your profile.
- In addition to your smiling headshot and descriptive headline, here are a few other important LinkedIn profile considerations: 1. LinkedIn URL address – When you create a LinkedIn account, you are assigned a generic URL. You can customize your URL to include your name for no extra charge, however names are available on a first come first served basis. 2. Summary – The summary section of your LinkedIn profile is a free-form text section in which you can describe what you do, the value you offer, etc. Use this section to describe your value proposition. Note that your LinkedIn profile is indexed on LinkedIn (and in search engines like Google) so use key words that are relevant to your target audience. 3. Add multi-media to your summary – You can add a picture or a link to an article to your profile summary on LinkedIn. And this is highly recommended because it differentiates you and attracts attention to your profile.
- In addition to your smiling headshot and descriptive headline, here are a few other important LinkedIn profile considerations: 1. LinkedIn URL address – When you create a LinkedIn account, you are assigned a generic URL. You can customize your URL to include your name for no extra charge, however names are available on a first come first served basis. 2. Summary – The summary section of your LinkedIn profile is a free-form text section in which you can describe what you do, the value you offer, etc. Use this section to describe your value proposition. Note that your LinkedIn profile is indexed on LinkedIn (and in search engines like Google) so use key words that are relevant to your target audience. 3. Add multi-media to your summary – You can add a picture or a link to an article to your profile summary on LinkedIn. And this is highly recommended because it differentiates you and attracts attention to your profile.
- The remainder of this webinar will focus on 6 steps you can take to build a personal brand online: Developing a personal brand statement Identifying key influencer groups Aligning your social network profiles Curating great content in your networks Writing great content Giving and sharing generously
- Number 4. Curate great content. There are five basic reasons that content curation is a important activity for your personal brand development and your business: Curating content helps solve the too much information problem. People are overwhelmed with information and are looking for people to filter and point them to the best information. It adds value and creates meaning. By helping clients (and prospects) understand their financial lives, you can create a lot of goodwill. Curation demonstrates your knowledge and expertise. Finding and sharing great content also allows you to show people what you know. A food critic demonstrates their knowledge of food by recommending the best restaurants. A book critic does the same with books. A financial professional demonstrates their knowledge of planning and finance by sharing the best information out there, whether they created it or not. It creates touch points for clients and prospects. Every time you share an article and a client or prospect reads and enjoys it, there is an opportunity to connect with the client and create goodwill. And finally, it gives you a way to reveal your personality. You are what you share. So if you love golf, you can mix in a bit of golf news. If you love good wine, you can share some articles on the latest vintages. Information you share does not all need to be about financial matters.
- Number 5. Create great content. In addition to finding and sharing great content, you should consider creating your own content. If you’re a writer, then write. If you’re less a writer and more a talker, then consider creating a video message each month. If you love cooking, consider sharing a recipe of the month. The possibilities are endless. A blog site that you own is the best platform for sharing your own content. However, LinkedIn has recently introduced long form publishing to its service. This means that you can now publish articles to LinkedIn and your network of business contacts can get easy access to them. What should you write about? Focus on your unique view or specialty niche. Focus on answering the questions that your prospects and clients ask you repeatedly. This should keep you busy for a while. After you’ve written an article and published it on your blog, think of ways to reuse the piece you’ve written. For instance, make a short video of the article. Or make a slide presentation highlighting the key points. Finally, create content that reflects your personality. Don’t just write another article about the difference between term and permanent life insurance. Instead, tell a story about a client that illustrates the difference. People love stories.
- Number 4. Curate great content. There are five basic reasons that content curation is a important activity for your personal brand development and your business: Curating content helps solve the too much information problem. People are overwhelmed with information and are looking for people to filter and point them to the best information. It adds value and creates meaning. By helping clients (and prospects) understand their financial lives, you can create a lot of goodwill. Curation demonstrates your knowledge and expertise. Finding and sharing great content also allows you to show people what you know. A food critic demonstrates their knowledge of food by recommending the best restaurants. A book critic does the same with books. A financial professional demonstrates their knowledge of planning and finance by sharing the best information out there, whether they created it or not. It creates touch points for clients and prospects. Every time you share an article and a client or prospect reads and enjoys it, there is an opportunity to connect with the client and create goodwill. And finally, it gives you a way to reveal your personality. You are what you share. So if you love golf, you can mix in a bit of golf news. If you love good wine, you can share some articles on the latest vintages. Information you share does not all need to be about financial matters.
- Number 4. Curate great content. There are five basic reasons that content curation is a important activity for your personal brand development and your business: Curating content helps solve the too much information problem. People are overwhelmed with information and are looking for people to filter and point them to the best information. It adds value and creates meaning. By helping clients (and prospects) understand their financial lives, you can create a lot of goodwill. Curation demonstrates your knowledge and expertise. Finding and sharing great content also allows you to show people what you know. A food critic demonstrates their knowledge of food by recommending the best restaurants. A book critic does the same with books. A financial professional demonstrates their knowledge of planning and finance by sharing the best information out there, whether they created it or not. It creates touch points for clients and prospects. Every time you share an article and a client or prospect reads and enjoys it, there is an opportunity to connect with the client and create goodwill. And finally, it gives you a way to reveal your personality. You are what you share. So if you love golf, you can mix in a bit of golf news. If you love good wine, you can share some articles on the latest vintages. Information you share does not all need to be about financial matters.
- Number 4. Curate great content. There are five basic reasons that content curation is a important activity for your personal brand development and your business: Curating content helps solve the too much information problem. People are overwhelmed with information and are looking for people to filter and point them to the best information. It adds value and creates meaning. By helping clients (and prospects) understand their financial lives, you can create a lot of goodwill. Curation demonstrates your knowledge and expertise. Finding and sharing great content also allows you to show people what you know. A food critic demonstrates their knowledge of food by recommending the best restaurants. A book critic does the same with books. A financial professional demonstrates their knowledge of planning and finance by sharing the best information out there, whether they created it or not. It creates touch points for clients and prospects. Every time you share an article and a client or prospect reads and enjoys it, there is an opportunity to connect with the client and create goodwill. And finally, it gives you a way to reveal your personality. You are what you share. So if you love golf, you can mix in a bit of golf news. If you love good wine, you can share some articles on the latest vintages. Information you share does not all need to be about financial matters.
- Number 4. Curate great content. There are five basic reasons that content curation is a important activity for your personal brand development and your business: Curating content helps solve the too much information problem. People are overwhelmed with information and are looking for people to filter and point them to the best information. It adds value and creates meaning. By helping clients (and prospects) understand their financial lives, you can create a lot of goodwill. Curation demonstrates your knowledge and expertise. Finding and sharing great content also allows you to show people what you know. A food critic demonstrates their knowledge of food by recommending the best restaurants. A book critic does the same with books. A financial professional demonstrates their knowledge of planning and finance by sharing the best information out there, whether they created it or not. It creates touch points for clients and prospects. Every time you share an article and a client or prospect reads and enjoys it, there is an opportunity to connect with the client and create goodwill. And finally, it gives you a way to reveal your personality. You are what you share. So if you love golf, you can mix in a bit of golf news. If you love good wine, you can share some articles on the latest vintages. Information you share does not all need to be about financial matters.
- Number 4. Curate great content. There are five basic reasons that content curation is a important activity for your personal brand development and your business: Curating content helps solve the too much information problem. People are overwhelmed with information and are looking for people to filter and point them to the best information. It adds value and creates meaning. By helping clients (and prospects) understand their financial lives, you can create a lot of goodwill. Curation demonstrates your knowledge and expertise. Finding and sharing great content also allows you to show people what you know. A food critic demonstrates their knowledge of food by recommending the best restaurants. A book critic does the same with books. A financial professional demonstrates their knowledge of planning and finance by sharing the best information out there, whether they created it or not. It creates touch points for clients and prospects. Every time you share an article and a client or prospect reads and enjoys it, there is an opportunity to connect with the client and create goodwill. And finally, it gives you a way to reveal your personality. You are what you share. So if you love golf, you can mix in a bit of golf news. If you love good wine, you can share some articles on the latest vintages. Information you share does not all need to be about financial matters.
- Number 1. Define your personal brand. In order to communicate a personal brand effectively, you need to understand what it is. Start by asking yourself these questions to define your personal brand: Values – What core principles determine your attitudes, choices, and actions? Interests/Passions – What interests and motivates you in terms of how you spend your personal time? Mission – What statement defines what you are all about and what you want to accomplish in life? Strengths – What abilities do you consistently apply to produce positive outcomes? Weaknesses – What shortcomings are you consciously working to improve? Differentiator – What unique quality makes you different or unusual? Personality – What traits do you show to the world and what are you not comfortable showing? Education and work experience – What are the factual bases of your career? 360 feedback – What feedback do trusted friends and co-workers provide about how you are perceived? Goals – What specifically do you want to achieve?
- Number 1. Define your personal brand. In order to communicate a personal brand effectively, you need to understand what it is. Start by asking yourself these questions to define your personal brand: Values – What core principles determine your attitudes, choices, and actions? Interests/Passions – What interests and motivates you in terms of how you spend your personal time? Mission – What statement defines what you are all about and what you want to accomplish in life? Strengths – What abilities do you consistently apply to produce positive outcomes? Weaknesses – What shortcomings are you consciously working to improve? Differentiator – What unique quality makes you different or unusual? Personality – What traits do you show to the world and what are you not comfortable showing? Education and work experience – What are the factual bases of your career? 360 feedback – What feedback do trusted friends and co-workers provide about how you are perceived? Goals – What specifically do you want to achieve?