Inventing an Online Persona: How to balance authenticity and your online brand Berlin, Germany | 18 May 2011
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Inventing an Online Persona: How to balance authenticity
and your online brandBerlin, Germany | 18 May 2011
The plural of anecdote is not data.
Everyone struggles with this.
Even Barack Obama can’t entirely define himself.
www.FightTheSmears.com
Why brand? What’s the goal?
#1: Do what you love.
So what do you love?Who do you want to be?
Which of these four are you?
Gary
::
Com
merc
e
Charl
ie :
: Fa
me?
Sara
h :
: Po
litic
s
Julia
::
Care
er
It’s Your DNA
10 Rules for Online Personal BrandingPlus: Some random thoughts and questions.
Rule #1:: Be Yourself
Who are you now?
Who does Google think you are?
What’s your privacy threshold?
Rule #2:: (But Be Authentic)
Cluetrain Manifesto (1999) #1: “Markets are
conversations”
Don’t pretend.
Be consistent.
Rule #3:: Be Engaged
Use everything.
Don’t worry about the tools. Be agnostic.
Talk back.
Write anywhere.
Be easy to reach.
Rule #4:: (But Be Wary)
Miranda rules apply.
The internet lives forever.
Clean up where you can.
Rule #5:: Be the Expert
Don’t be a commodity.
Why you? What’s your lede?
Pick your niche.
Play as if you’re a big dog.
You don’t need any mainstream attention.
Rule #6:: (But Be Insurgent)
Build before you need it.
Build as if you’ll win.
Be aggressive.
Frontrunners lose. Incumbents blow transitions. Don’t be one.
Rule #7:: Be Definable
Or others will do it for you.
Metanarratives kill.
Be consistent—online and offline.
“About the time that you are writing a line you have written so often that you want to throw up, that is the time the American people will hear it.”
—Richard Nixon
Rule #8:: (But Pace Yourself)
12 hours, 12 minutes responding to email
4 hours, 24 minutes sleeping
3 hours, 1 minute taking meetings
2 hours, 29 minutes commuting
1 hour, 14 minutes connecting to fans via Facebook, MySpace, Twitter, Pownce, YouTube, Viddler, and winelibrarytv.com forums
25 minutes reading blogs
24 minutes eating
22 minutes producing vlog
Source: Wired.com
Rule #9:: Be Human
Cluetrain #3: “Conversations among human beings sound human. They are conducted in a human voice.”
Cluetrain #4: “Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.”
Rule #10 :: (But Be Patient & Have Fun)
Garrettgraff.com
@vermontgmg
+ 1 (202) 862-3503
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