Personal Brand Executive Roundtable Updated 3-20

1© 2008 Paladin Recruiting and Staffing. All Rights Reserved

Building and Growing your Personal BrandAre you LinkedIn?

3-20

Building and Growing your Personal BrandAre you LinkedIn?

3-20

© 2008 Paladin Recruiting and Staffing. All Rights Reserved. 2

General overview of Social Media

Challenges and opportunities

ToolsLinkedInTwitterFacebookBlogs

Resources

Homework

Agenda

Why we are here?

Social Media is creating the opportunity to amplify your personal brand in more ways than ever

Marketplace is flooded with candidates all of which are applying to jobs via online

Utilizing LinkedIn as a business development tool for your job search much like a B2B organization can separate you from the majority of job seekers


WHAT’S DRIVING SOCIAL MEDIA?

Information overload “Over-choice” Advertising and marketing clutter Need for “informed shortcuts”

Decreased trust in institutions, product claims and paid messages

Increased connectivity and trust in peers, colleagues and friends opinions and insights

The ongoing, innate need for influencers to influence

Increased recognition of WordOf Mouth power and benefits:

92% of Americans rate WOMof friends, family, & others amongsources of ideas and information.

Increased recognition of WordOf Mouth power and benefits:

92% of Americans rate WOMof friends, family, & others amongsources of ideas and information.


Adults online year over year increase


CHANNELS OF ENGAGEMENT OVERLOAD!

Web Events & ChatroomsWeb Events & Chatrooms

BlogsBlogs Message BoardsMessage Boards Open CommunitiesOpen Communities

Social NetworksSocial NetworksVideo SharingVideo Sharing Photo SharingPhoto Sharing

Social OptimizationSocial OptimizationMicro- Micro- BloggingBlogging


Social Media by the numbers

LinkedIn —Is getting around half a million new users every week, at least twice the rate of a year ago, and the number of applicants per job has doubled too. – L.A. Times 2-10

Me, Inc.The most important B2B

brand


"Many of us are taught to do our best and

then let the world decide how to judge us. I

think it's better to do your best and decide

how you want to be judged. And act that

way." – Seth Godin Leading Social Media blogger and Author

Create a marketing plan around your personal “ownable” position. What do you own as a marketer that separates you from everyone else?

“Great brands stand out positively in a crowd and connect beyond the functional attributes. This should be everyone’s goal in building an “ownable” personal brand regardless of the level.”

– Jerry S. Wilson SVP at The Coca-Cola Company, and President of the global McDonald’s Division.


Ownable Position


Identify

Who is your target audience?

CMO’s? Directors? SR. Managers? Brand? CEO? VP? B2C? B2B? Retail? CPG? Professional Services? Ad Agencies?

Interactive Agencies? Non For Profits? ALL?


Engage

How will you engage them?

Networking events? Evening? Luncheons? Breakfasts?

Digital footprint? LinkedIn? Facebook? Twitter? Blogging? Personal

Website? Google yourself?


WITH CHALLENGES COMES OPPORTUNITIES

Emerging media offers inexpensive but effective ways to interact with potential customers:

“ AS ENTREPRENEURS, we have to either adopt — or adapt to — new methods

of advertising to reach potential clients and customers. With so many of them connected to the internet with their mobile phones and/or laptop computers, it's no wonder that digital media advertising (DMA) is the new hot button for any seasoned or newbie entrepreneur.”

Robert Shimonski @ Entrepreneur.com 7/08

“ Businesses of all types and sizes are focusing on the power of bloggers as opinion shapers. But harnessing that power is particularly important for small-business owners who don't have the money to create name recognition with big marketing campaigns. By connecting with the right blogs, small businesses can generate buzz around their products and services and increase sales dramatically.”

Shelly Banjo WSJ 3/08


LOOKING AT B2B BUSINESS DEVELOPMENT

Influences on Work-Related Purchases of US Business Decision Makers April 2007% of respondents


LEADING MARKET RESEARCH FIRM ANALYSIS

LinkedIn Learning Center: Job Seeker


Ensure your profile is complete and up-to-date


Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn!

Your connections should represent your “real world” network


Use the LinkedIn email invite application to connect with Yahoo, Google or MSN contacts into your Brand Profile

Demonstrate your Expertise on LinkedIn Answers


LinkedIn Answers You can ask and answer questions on specific subject matter.

http://www.linkedin.com/answers?trk=msitejobseek

Top Ten LinkedIn tips from Successful Users 1. Begin your hunt early. 2. Revamp your professional toolbox. 3. Be a news hound. 4. Give your resume and your LinkedIn Profile a face lift.

5. Update your Status. 6. Do your homework. 7. Rekindle relationships/build your network before you need

8. Confidence counts. 9. Check your surroundings for other resources. 10. Pay it forward - recommend an old friend or a colleague


TwitterTwitter is a social networking and micro-blogging service that enables its

users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 bytes in length. Established in 2006 it has an estimate 5 million users as of Feb. 09’.



Personal Branding to the next level www.meInc.com

Marketer blog lands in WSJ


Blogging


Facebook Generation


HOMEWORK ASSIGNMENT

LinkedIn Assignment: LinkIn with 10 new contacts by next Wednesday who are

relevant to your business through a LinkedIn Search

Merge your Yahoo, Google or MS Outlook contacts with LinkedIn

Post an answer on LinkedIn Create a group Join 2 discipline related groups Interact with those groups and post relevant content ie.

NYT, Adage, WSJ etc.

Respond results through my LinkedIn: Mike Dwyer:

http://www.linkedin.com/in/mdwyerpaladinstaffing

Additional Resources Social Media numbers release from Compete.com Jan. 09:http://news.cnet.com/8301-17939_109-10160850-2.html

LA Times Twitter and Linkedin as Job Search tools 2-10:http://latimesblogs.latimes.com/technology/2009/02/with-

jobangels.html

Guy Kawasaki 10 Ways to improve your LinkedIn ranking:http://blog.linkedin.com/2007/07/25/ten-ways-to-use/

Amanda Sundt in WSJ blog:http://blogs.wsj.com/laidoff/category/amanda-sundt/

Perry Belcher easiest explanation of social media ever made. http://perrybelcher.com/blog6/2008/11/30/how-to-make-moneywith-social-media/

Mike Dwyer Blog:http://blog.paladinstaff.com/hiring-information/creating-your-own-personal-1997-vs-today/

Social Media Resources

Social Media Gurus:Seth Godin: www.sethgodin.typepad.comAndy Sernovitz: www.gaspedal.comJeremiah Owyang: Senior Analyst at Forrestor http://www.webstrategist.com/blog/Zocalo Group: www.zocalogroup.com

Associations:LinkedIn Internet Affiliate Marketers Association (IAMA): http://www.linkedin.com/groups?home=&gid=42342Word of Mouth Marketing Association (WOMMA) http://www.womma.org/

Online Publications:AdAge Digital:http://adage.com/digital/Wall Street Journal Small business:http://online.wsj.com/public/page/news-small-business-marketing.html


QUESTIONS?

29© 2008 Paladin Recruiting and Staffing. All Rights Reserved

Mike DwyerBusiness Development [email protected]

Office: 312.416-1869My LinkedIn:

http://www.linkedin.com/in/mdwyerpaladinstaffing

Personal Brand Executive Roundtable Updated 3-20

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