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Branding YOU
Using Social Media to Build & Promote Your Online Personal Brand

YVETTE IRVIN | savvyclick.com | CADC Diversity Conference | May 15, 2009
copyright SavvyClick Marketing, 2009

What is Personal Branding, Anyway?
• It’s more than your name. • It’s more than your resume or your bio picture. • It’s the perception of who you are and what you can do and it is often formed before anyone even meets you.

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What’s in a Brand?

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Personal Branding is...

It’s the ESSENCE of who you are and what you want people to feel about you.

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Personal Branding Happens...
• whether you define it yourself, let others do it, or don’t bother with it at all. • when you or your friends and associates connect online

Once even one or two of your colleagues connect online, your absence itself can say volumes about you.

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Why Use Social Media to Promote your Personal Brand?

CUT through the NOISE! Speak for yourself.
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True or False? Social Media is...
A. just for kids B. difficult C. a privacy nightmare D. frivolous

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Then, What is Social Media?
A. a tool to help you create and promote your personal brand B. a way to connect and communicate with people who share interests and/or activities or who are interested in exploring the interests and activities of others C. is popular because it lets people connect in the online world and develop personal and business relationships D. all of the above

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Social Media is...

one of the best resources you’ve got to build your personal brand, promote it, and grow personal and professional relationships online.
It’s cheap, it’s easy, and it’s effective.

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The Facts about Social Media
PERCEPTION It’s for kids FACT 57% of online adults 25-34 & 30% of online adults 35-44 have profiles*

It’s difficult

It will take you under 10 minutes to start your first profile. You already have the tools. Every major social networking site has built-in security options that you control. It’s probably one of the most important things you can do to promote yourself right now.

It’s a privacy nightmare

It’s frivolous

*Source: Pew Internet and American Life Project, January 2009

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More Facts: Who’s Online?
• Nearly one third (31%) of online white adults have a social networking profile, compared with 43% of AfricanAmericans and 48% of Hispanics.* • Of the online adults using online networking: • 50% of adult social network users have a profile on MySpace* • 22% have a profile on Facebook* • 6% have a profile on LinkedIn*
39% African Americans Whites Latinos

25% 35%

*Source: Pew Internet and American Life Project, January 2009

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a few

^

More Facts: Who’s Online...

• MySpace users are more likely to be women, Hispanic or Black, to have a high school education or some experience with college. The median age of a MySpace user is 27 years old. Facebook users are more likely to be men and to have a college degree. The median age of a Facebook user is 26 years old. LinkedIn users are more likely to be men, to be white and to have a college degree. The median age of a LinkedIn user is 40 years old. • When users do use social networks for professional and personal reasons, they will often maintain multiple profiles, generally on different sites. • 51% of social network users have two or more online profiles • 43% have only one online profile

*Source: Pew Internet and American Life Project, January 2009

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Social Media Categories: What’s best for you?
1. Professional Networking Sites (e.g.: LinkedIn) 2. Social Networking Sites (e.g.: FaceBook, MySpace, Hi5) 3. Communication Mechanisms (e.g.: Blogs, Twitter)

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LinkedIn
CATEGORY:
Professional Networking Site

DESCRIPTION:
“LinkedIn is an interconnected network of experienced professionals from around the world, representing 170 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals.”

STATS:

40 million users* 6% of the online adult population**
*Source: TechCrunch, Feb. 2009 *Source: Nielsen Online, Dec. 2008
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Facebook
CATEGORY:
Social Networking Site

DESCRIPTION:

“Facebook's mission is to give people the power to share and make the world more open and connected. Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.”

*Source: Nielsen Online, Dec. 2008 *Source: Pew Internet and American Life Project, January 2009

STATS: 52.5 million unique visitors*
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Blogs
CATEGORY:
Communication Device

DESCRIPTION:

“A blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs.”

STATS:

77.7 million unique visitors in the US*
*Source: comScore MediaMetrix (August 2008) Technorati, Feb. 2008

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Twitter
CATEGORY:
Communication Device

DESCRIPTION:

“Twitter asks one question, "What are you doing?" Answers must be under 140 characters in length and can be sent via mobile texting, instant message, or the web. The result of using Twitter to stay connected with friends, relatives, and coworkers is that you have a sense of what folks are up to but you are not expected to respond to any updates unless you want to.”

STATS:

3.2 million

unique visitors*
(as of November 2008)

*Source: Nielsen Online, Dec. 2008
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Where to Begin? 11. Start with your existing bio, resume, or company messaging.
Edit the messaging to clearly communicate: • your expertise • how you’re different • your reputation

a professional photo 22. Take more formal photo for LinkedIn •a

• • •

a more casual photo for Facebook LinkedIn Facebook

33. Get online and start creating your profiles

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Top 5 Rules of Thumb
• Be professional • Be discriminating • Leverage security • Make time • Have fun

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RULE #1: Be Professional
• Invest in a professional profile picture (especially for LinkedIn) • Develop a concise and compelling bio/profile copy • Remember that your goal is to create a polished image of who you are and what you do • Use key contacts to round out your profile with recommendations

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RULE #2: Be Discriminating
• Everyone doesn’t need to be your friend. Choose wisely or you’ll make more work for yourself later. • Filter what you say and show. Everything you do is not for public consumption - nor should it be.

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RULE #3: Leverage Security
• YOU control access to: • who sees what • who your friends/connections are • what is visible and what isn’t

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RULE #4: Make Time
• Manage your contact list at least weekly • Make a habit of adding a new contact every time you get a new business card or meet a new prospect • Keep your profile and communications up to date

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RULE #5: Have Fun!

Branding is serious business but can be a lot of fun. Enjoy the process and your new connections along the way!

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Thank You!

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SavvyClick Contact Information
• Yvette Irvin, Founder & Creative Strategist, SavvyClick Marketing • Follow me on Twitter: savvyclickchick • SavvyClick Blog: http://savvyclick.typepad.com/savvy_blog/ • Website: www.savvyclick.com • Email: yirvin@savvyclick.com • Personal LinkedIn Profile: www.linkedin.com/in/yvetteirvin

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Links & References
• Social Networks Site Usage: http://www.web-strategist.com/blog/2008/11/19/social-networks-site-usagevisitors-members-page-views-and-engagement-by-the-numbers-in-2008/ • LinkedIn Demographic Data: http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08presentation • As The Economy Sours, LinkedIn’s Popularity Grows, Schonfeld, Erick, TechCrunch, Feb. 2009, http:// www.techcrunch.com/2009/02/14/as-the-economy-sours-linkedins-popularity-grows/ • State of the Blogosphere, 2008, http://technorati.com/blogging/state-of-the-blogosphere// • Social Networking Butterfly, McCrea, Bridget, January 2008, http://www.blackenterprise.com/entrepreneurs/ entrepreneurs-technology/2009/01/09/becoming-a-social-networking-butterfly/ • Social Networks are for Adults Too, education & tech, http://www.miltonramirez.com/2009/01/social-networksare-for-adults-too-says.html • The Brand Called You, Montoya, Peter and Vandehey, Tim, McGraw Hill, 2009 • The Top Social Networks of 2008, Adam Ostrow, http://mashable.com/2009/01/23/most-popular-socialnetworks-2008/ • Adults and Social Networks, PEW Internet, http://www.pewinternet.org/topics/Social-Networking.aspx

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About SavvyClick Marketing
SavvyClick Marketing is a full-service, strategic marketing firm dedicated to helping businesses meet their business goals. Whether you’re looking to acquire new customers, grow loyalty among your existing ones, or build brand awareness, SavvyClick outlines a course of action, develops the strategy and drives that strategy to completion.

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Appendix

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Online Social Network Usage - By Age & Gender
Online Social Network Usage - By Age & Gender (All Online Adults; % of Age Group)
AGE GROUP Network Usage Have a Facebook or MySpace account Update Facebook or MySpace account at least once a day Use Twitter (Net) Total 18-34 35-44 45-54 55+ Male GENDER

Female

48%

74

47

41

24

45

52

16

29

17

10

3

14

18

5

8

7

4

1

5

5

Follow people on Twitter

5

8

6

4

1

5

5

Use Twitter to send messages

3

4

5

1

*

3

2

None of these

51

25

50

59

76

56

47

Source: Harris Interactive, April 2009 Multiple responses allowed; * indicates less than 0.5% http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105274

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Personal Branding Survey
Thank you for attending today’s presentation. Your feedback is important to us.
Strongly Agree 1. I found the information useful. Agree Neither Agree or Disagree Disagree Strongly Disagree

2. The speaker was clear and effective. 3. I would recommend this presentation to others. 4. I know more about the subject than before the presentation. 5. I plan to use the information to improve my personal branding. 6. I would be interested in other marketing information from SavvyClick.

Suggestions/Comments/ Email address (optional)

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Start Building Your Personal Brand Online
1. Fine-tune your resume/bio 2. Invest in a professional photo 3. Create your profiles 4. Connect to 3+ people each day 5. Select 5 key connections to recommend you 6. Make it a habit
Yvette Irvin Founder & Creative Strategist SavvyClick Marketing Email: yirvin@savvyclick.com Web: www.savvyclick.com LinkedIn: www.linkedin.com/in/ yvetteirvin Follow me on Twitter! savvyclickchick

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