Personal Branding Through Social and Digital Media SDSU Coastal and Marine Institute Laboratory November 19, 2013 Mary Canady Comprendia LLC comprendia.com/ cmil
Oct 19, 2014
Personal Branding Through Social and Digital Media
SDSU Coastal and Marine Institute Laboratory November 19, 2013
Mary Canady Comprendia LLC
comprendia.com/cmil
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Who Am I?•Then
–Trained as a biochemist–Always gravitated to online tools & pretty pictures–Loved bench work and organizing events
•Now–Comprendia/San Diego Biotechnology Network
•Network of 20,000•Marketing, events, writing, speaking•Results
–People find me easily for business (and speaking!)–I have found my niche and am happy
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Your Personal• Strategy
– What’s your personal brand?• ‘Research’ your interests, goals
– How does your current research translate to job market?
– What gets you up in the morning?• Tactics
– Online: LinkedIn, Twitter, Blog, Google– ScienceOnline– Be creative
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General Guidelines• It’s not all about you
– Provide resources first, promote yourself second
• Consider audience, reach and goals when communicating– Public? Scientists?– What are my institution’s policies?– Always “test the waters” by watching and
asking first• Use IRL values when communicating
– Don’t rush to judgment• Consider pseudonymity fully before
deciding
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RSS: Your New BFF• RSS Feeds & Readers
– Monitor individual website changes• Blogs• News • Pubmed
– Monitor the entire web• Tools
– Look for orange RSS symbol & subscribe – Google Alerts: a ‘catch all’– Aggregate with Yahoo Pipes– Use Feedburner to send daily emails
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What Online Tools Should I Use?
Application
Description Good for How To Use
LinkedIn Professional networking
•Personal brand•Job hunting•Leads
•Complete profile•Join/start groups•Engage
Twitter Sharing information with short updates
•Personal brand•Connecting via content•Events
•Find a niche•Follow hashtags/users
Blog Dynamic website with daily-weekly articles
•Personal brand•Connecting with peers
•Create blog acc. To brand•Find others, interact via comments/Twitter
Google+ Social networking “back layer”
•Sharing information•Increasing search engine visibility•Hangouts
•Add colleagues to circles•Join communities•Use Hashtags
Recent presentation Academics Presence Online
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Your LinkedIn Profile• Should be as complete as resume
– Headline: relate to personal brand– Use action words and bullets– Add past relevant positions with information
for each, helps others find you (leave out the Olive Garden)
• Get a ‘vanity’ URL, add to business card• Add a head shot• Check for spelling errors!• Link to your company or sites of interest
(blog!)• Include complete contact information• Get recommended
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Leveraging LinkedIn Groups• Benefits
– Directly email any group member (check out our howto)
– Can post questions to group– Searches give more results
• Join up to 50 groups• Choose large, relevant, active groups
– Your posts will not be seen in spam-y groups• Lots of great discussions going on
– Antibodies, recombinant proteins, medicinal chemistry…
– See our tips and list to start
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Scientists on Twitter?
Term#
TweetsScienceOnline Oceans 2013 #sciooceans 6,700Western Society of Naturalist Meeting #wsn2013 466Deep Sea News #deepsn 75/dayScience Communication #scicomm 120/day
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Basics• Overview
– Provide 140 character updates, AKA ‘microblogging’
– @[user] to send a public message (reply)– D [user] to send private message (DM)– #[text] is a ‘hashtag’ to follow events,
subjects, or chats• Follow based on content, don’t need to
know– Hint: this is huge for meeting people
• Provide information based on your brand• Should be a conversation if you’re doing it
right!
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Tactics
• Fill out profile completely and carefully• Get followers
– Target: 1,000– To be followed, you must follow
• Twitterer will be sent message that you are following• Search Twitter, Social Mention for terms (e.g.,
‘marine biology’)• Conference hashtags (#sciooceans)• Twitter will make suggestions for who to follow
• Provide content from RSS or other Twitterers
• Engage with Twitterers
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• WordPress– Hosted blog at wordpress.com, or get a
server, host your own ($7/month)– Most flexible, our favorite
• Blogger– Only offers hosted solutions
• Tumblr– Less flexible, hard to write a post with both
image and text• Join an existing blog network
Ways To
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Link and courtesy @brianreid
Finding blogs:• ScienceSeeker• Researchblogging
Blog Networks
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Google Yourself
• Google Author Rank– Your Google+ network affects search results– Big for your personal brand– Wackadoodles can be silenced
• Google+– Add colleagues using G+’s tools– Share information– Join groups, share hashtags
• Set up a Google Scholar Profile• What’s working well for others?
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• ScienceOnline– Cultivating science sharing online
• ScioSD Satellite Mission: get more local scientists online– Providing resources, events– Space for local bloggers
• Monthly hangouts to learn about social media– Connect via Google+
• Happy Hour Dec. 4th, join us!
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• Living in the 10’s=professional FB presence– Manage privacy– Change to work name– Keep politics at a minimum– No passed out photos
• Follow marine science pages, engage
• Live your brand? You decide.– Controversy with family/friends?
Avoid the “deficit model”
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Get Creative
• Ocean science is INTERESTING• Use “Millennial” tools• Outreach• Can take many forms• Great way to network
• Provide resources to news outlets
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Packaging Yourself
<your
bra
nd
here
>
• All good marketers have a “30 second commercial” that summarizes their product—make one about you!– Short summary– Your “Position”– What you’re looking for– First 10 seconds should “stand
alone” for quick introductions (1-2 sentences)
• Write it down• Practice• Practice• Practice
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Getting Started• Determine your personal brand• Start small
– LinkedIn, Google+ Profile– Share your brand on Facebook– Volunteer to manage MEBSA Twitter– ScioSD bloggers?
• Be creative• Start NOW
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Questions?• Twitter
– @Comprendia– @SDBN
• LinkedIn– www.linkedin.com/in/marycanady
• Facebook– Facebook.com/comprendia
• Blog– Sdbn.org– Comprendia.com
• Slideshare– www.slideshare.net/marycanady