Social media for academics

Personal BrandingPersonal Brandingfor Academics

Dr Alan Rae – Managing PartnerDr Alan Rae Managing Partnerwww.howtodobusiness.com

Copyright Dr Alan Rae 2010 1

Personal BrandingPersonal Branding

1 It’ b t ti t iti1. It’s about generating opportunities.2. You need a strong story that connects you to

your peers.3. You have limited time for sales and marketing g

– 12 hours are what SME owners do.4 You can use the internet to develop new4. You can use the internet to develop new

contacts.5 We can help you achieve this5. We can help you achieve this


What’s your story?y y

• You need a narrative that connects you to the• You need a narrative that connects you to the people you can work with and motivates them to collaborate with you. It should bey

Compelling– Relate you emotionally to the listener– Phrased in their language– Attract them to work with you

• It needs to be absolutely crystal clear and unambiguous about what you do and whyunambiguous about what you do and why.

• All our research shows that people work with people that they know what they do p p y y

3Copyright Dr Alan Rae 2010

Getting your story rightGetting your story right

One exercise that I findOne exercise that I find useful is to compare our needs and values with those of partnerspThis can give us a framework in which we can develop compelling

tinarratives.This is all about values and how people think

Copyright Dr Alan Rae 2010www.synergy-global.com

4

How do I tell it?How do I tell it?

Y ll i i i i f f• You can tell it in writing, face to face or online

• For most of us building contacts involves face to face activity the action of theface to face activity – the action of the play.

• The scenery is the online / written collateral

• The next slide shows your options


Approaches to ppMarket


Criteria for spending much time online

B l i li d ffli ?• Balancing on line and offline?• National vs Local?• Scalable – or not?• Transactional or relational?• Transactional– or relational?• How much do I believe in chance and

d i ?random connections?• Academics are global and non scalableAcademics are global and non scalable


On line networks work thesame as face to face onessame as face to face ones

P l h lik d• People have to like you and trust you before they follow and recommend you.y y

• You need to get to know people first before you can convince them in a face tobefore you can convince them in a face to face relational process

• Doing small favours helps.• The online world works in the same way –The online world works in the same way

but you have much greater reach


How networks networks operatep

Networks are lumpy and uneven. This map of the internet that Lucent produced in the 90s shows there py p pare some really dense nodes that have many connections – while most have very few.

Sales agents know lots of people and use their connections to do deals and generate money.

It’s the same on-line – some people are much more known and connected than others. We find the same patterns occurring in networks, markets and anywhere that people make a free-ish choice about what they do, read or whom they associate with.It follows a power law.

The second player in a market has half the market share of the number 1 player the third has a third theThe second player in a market has half the market share of the number 1 player, the third has a third, the quarter has a quarter etc. If the leader has a 40% share then the number 2 has 20%, the number 3 has 16% and the number 4 has 10%. . 9Copyright Dr Alan Rae 2010

Branding is about being noticed by influencersnoticed by influencers

Fi d t h t f th t d j i i• Find out what conferences they go to and join in.• Work conventional membership organisations• Write in the right journals and periodicals• Understand what motivates the influencers, • If we need to go on-line we can use linked-in,

blogs and follow them on Twitter

• BE CLEAR ABOUT WHAT YOU DO - AND WHY IT’S IMPORTANT TO THEM


Developing TrustDeveloping Trust

People trust people• People trust people• That are clear about what they doy• That have a good reputation

Know their stuff–Know their stuff–Do what they say–Are likeable or easy to work with

• That get back to them quicklyThat get back to them quickly• That practice “givers gain”


Exercise – list 10 important pcontacts in 2 disciplines


What to do with your 12 hours

Fi d t t k ith• Find a peer group to network with• Be crystal clear about what you do• Get back to people quickly• Practice “Givers Gain” – do small favoursPractice Givers Gain do small favours• If you need to build an online presence

Yo can rite one blog article and keep a presence– You can write one blog article and keep a presence on one and a half social networks per weekFocus on Linked in then Ecademy which combines on– Focus on Linked-in then Ecademy which combines on line and offline

• Above all LISTENCopyright Dr Alan Rae 2010

• Above all - LISTEN13

You can be referred or you can be found

• Being found on line means understanding what people are looking for and using those phrasespeople are looking for and using those phrases – called keywords – to tag online objects.Si l h t h th ld• Simply you have to research these – you could do that by running a Google ad-words campaign– - or by using twitter

• And then you need to put them in certain specific places in web sites, in blogs, on photos and videos etc.


When they notice you y ythey check you out

• You need something for them to find• Stories about you – PR• Profiles on social mediaProfiles on social media• 10 things people really ought to know about your

area of expertisearea of expertise• White papers to demonstrate thought leadership• Case studies and examples of your work• Testimonials


Particularly yTestimonials

• In today’s business world people believe their peers – not the experts - ebay/amazon ratingspeers not the experts ebay/amazon ratings

• And certainly not the marketersSo make it eas for people to sa good things• So make it easy for people to say good things about you

• Why what you did was worthwhile• And hand out a few of your own to people you

genuinely rate• It really does pay to be thoughtful about this

Copyright Dr Alan Rae 2010

It really does pay to be thoughtful about this16

Many disciplines are small and traditionalsmall and traditional

• You need to be known• You need to be known• You need to have a good reputation• Your face has to fit• You need others to speak for you• You need others to speak for you

• This is traditional old boy networking

• Online new girl networking is just the sameCopyright Dr Alan Rae 2010

g g j17

But you can use SocialMedia to speed it all up

S i l di li k• Social media are online networks• The same rules apply as in face to faceThe same rules apply as in face to face

networksReciprocity– Reciprocity

– Listen before you talk– Be polite– Be helpfulp– Be clear about what you do and what you want


The web runs on wordsThe web runs on words

• So you need to know how the keywordsSo you need to know how the keywords and tags operateA d h t fi d th d d l th• And how to find them and deploy them

• And how it all connects togetherg• We call this “Punch above your weight”


How you do itHow you do itFi t t t i t k d• First turn your story into keywords

• Test them using Google ad-words• When you’ve got them put them into

– anchor text S ll B i M k ti it• Small Business Marketing course sits over

• www.1manbrand.co.uk– Headlines page title keywords metatagsHeadlines, page title, keywords metatags– Tags for any online materials you create

• Create additional places you can link fromCreate additional places you can link from– Blogs, Social network sites, other people’s sites


Use them as Meta-tagsg

• Description Tag is key it’s the description of• Description Tag is key –it s the description of your page within the search engine report. If you don’t have it Google will cobble together some g gtosh from the page that you can’t control

• Use most important keywords to make a strong 60 character title tagH th t l t k d f th i• Have the most relevant keywords for the page in the keywords tag

• And make sure each page is different and• And make sure each page is different and relevant


Now you’ve got them –what do you do with them?

• Put them in the anchor text of inbound links from• Put them in the anchor text of inbound links from partners – you may have to negotiate individually but it’s worth ity

• Set up an affiliate link programme• Put them into your email auto signaturey g• Build them into your auto signature when you’re

blogging or posting where Google will see it• Use them for brand consistency with your off line

messagesU th t T Bl• Use them to Tag your Blogs

• Create your own environments


Your online toolkit. You can create structures like thisstructures like this

to get noticed by influencers


Social Media – Summary

Ecademy Facebook Linked InEcademy Facebook Linked-In

Look at profile - ask Ask to connect if you

know them. Get Connection Mechanism

pto connect Ask to connect introduced if you don't

Can you see profile of someone you're not connected

ith Y N Ywith Yes No Yes

Primary Use Business + Social Social Business

Typical User Small Business Individual Corporate

Connection Style Random Amongst Friends Deliberatey g

Groups and Clubs yes yes Yes

Rich Media Friendly A bit Yes Noy


Source MediaBlogs, Ecademy, YouTube

• Ecademy• Ecademy• Ecademy is a smaller networking site but it’s a good place to start –

the subscription is £10 per month. You can network online and offline with 100,000 other members worldwide. It also lets youoffline with 100,000 other members worldwide. It also lets you– Create blogs– Advertise in the Market Place– Form special interest clubsp– Take part in discussions, seek advice from other members or give

advice in response to the posts of others– If you devote time to learning to use it – it really is a school of online

marketingmarketing.• 2 unique features make Ecademy important:• It runs face to face meetings as well as online networking.

G l l k t it d d thi t th if• Google looks at it every day and anything you post there, if you use keywords properly will deliver a search engine linking bonus.

• It definitely has a pivotal role in an online marketing strategy. You can contact all of your connections once a monthcan contact all of your connections once a month.



• Blogsg• We standardized on Wordpress because

– It’s easy to use– It integrates with your own site– You can build it into a site– It’s customizable– The tagging is foolproof– You can link to other sites via your blog roll.

• There are 2 flavours, .com and .org. TheThere are 2 flavours, .com and .org. The .com version is hosted by Wordpress, has everything in it you need and you can just set up.

• The .org version is downloadable - you have g yhost it yourself or you can buy a site already set up via Just Hosts

• It’s very easy to set up and use and will be a main building block of your on-line activity. g y y

• A Blog can be an ideal business tool as long as you can generate 300 - 400 words of well written copy every 7-10 days. If you put a Blog on the front page of Ecademy every

k ’ll b i th t 100 Blweek you’ll be in the top 100 Bloggers.26Copyright Dr Alan Rae 2010


• You-Tube• You-Tube• YouTube lets you upload short videos.

These can be embedded in web sites or blog pages or online profiles toor blog pages or online profiles to make them more interesting.

• If you embed them in a page you get a lot of marketing data about who’s watching it.

• On our Turkish Villa site I’ve embedded a video about Bodrumhttp://www seaviewturkey co uk/gallery v htmlhttp://www.seaviewturkey.co.uk/gallery_v.html

• We can get Google analytics data on the video but also the demographics about who’s looking at it. So we canabout who s looking at it. So we can retag the video with the best keywords and boost the rankings.

• For business you can create your own channel about your own offers.


Carrier MediaTwitter, RSS

• You need to know about twitter –• You need to know about twitter –• Its pure permission marketing. People follow you if what you

say is useful. If you bore them – they’ll abandon you.y y y y• You’ve 140 characters to make your point. You can link to

something you want to signpost – a Blog, an event, an offer.• Be interesting and converse - don’t broadcast• Tweetdeck helps you sort the conversations out

H tS it t t “b i ” t Ch t ith• HootSuite can automate your “business” posts. Chat with colleagues, re-tweet items of interest and use it to inform and entertain. No more than 15% promotionp

• Twitterfeed helps you feed material to it.• Route blogs and other posts via twitter to end user

destinations in Facebook and linked-in.28Copyright Dr Alan Rae 2010

Sink MediaLinked-In, Facebook

• LINKED INM t t ti l t k• Most transactional network

• You can only connect directly if you already know them via a first circle of people that you are directly connected topeople that you are directly connected to, a 2nd circle of their connections and a 3rd circle of their connections. You have access to these people only by invitation.p p y y

• To connect to a specific individual I can search for “Google vice president” I found one who’s a senior programmer in K k 14 l h k kKrakow. 14 people who know me know someone who knows him. To contact him I can get a referral

• Good for recruiting or structured selling• Good for recruiting or structured selling particularly into corporates.

• Groups (IOD, CIM, ProMarketing Forum) help you get known by asking andhelp you get known by asking and answering questions


Sink MediaLinked In FacebookLinked-In, Facebook

• FaceBook• I’ts allows 3rd party applications and is• I ts allows 3rd party applications and is

good at importing pictures and videos• It blurs boundaries between

‘professional’ and ‘social’ worlds Fine ifprofessional and social worlds. Fine if you live blamelessly.

• Special interest groups can be created such as ‘Facebook for Business’ or indeed “How to do Business” which has acquired 600 members with very little energy being applied. RSS f d ll i t t f• RSS feeds can pull in content from your blog or other source – Wordpresswidgets or twitter feed.

• Facebook Flyers can be accessed from• Facebook Flyers can be accessed from the ‘advertisers’ section at the bottom of your profile page. If you want to reach people from Generation Y as employees p p p yor customers it may be worth reviewing.


Branding to do listBranding to do list• List 50 people you need to meet and hows 50 peop e you eed o ee a d o

– They can find you– You can get introduced to them– You can collide with them

• Use social media to create the scenery– join linkedIn

• Build profile join groups contribute– Use PR– Build Collateral library - 7 things you should know – white papers etc– Create a form for people to sign up for these so you can email themCreate a form for people to sign up for these so you can email them– Build Social media profiles– Connect it all together


What nextWhat next

• Visit www.howtodobusiness.com for details on the services we provide.

• If you are interested in Market planning try our free teleclass http://marketingbasics.eventbrite.com

• If you are interested in Business planning try our free teleclass http://basicbusiness.eventbrite.com

• Or consider buying one of our e-books at http://www.howtodobusiness.com/howtodobusiness-e-books.htm

• More information from Alan Rae on 0845 094 0407 alan@howtodobusiness [email protected]


Social media for academics

Business

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anchor text

google ad

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keywords