Tag Archives: Brand

Get A Personal Brand Assessment On Twitter Using Twylah


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You Are What You Post  Online !

If you are looking for a job or you are starting a business, it is time to consider Twitter to build your personal brand. If you are already using Twitter for building your reputation online, it’s time to look at the value of your brand.

Based on the frequency and date of your tweets, Twylah creates a dynamic, engaging, navigable website of your Twitter content, organized by topic.

Have a look at my page : http://www.twylah.com/AnneEgros

Most recently Twylah has launched a “Brand Assessment and Action Plan” to understand how your tweets are aligned with what you want to be known for, in other word with your personal brand.

  • Is your Content Focused ? Choose the right key words for the rig audience
  • Are You Consistent ? Maintain visibility requires you to tweet frequently about  your top brand messages
  • Is what you post has resonance ? You have high resonance when your content fits your target audience

Watch the video from Eric Kim, CEO at Twhylah for more details:

I also discovered WeFollow, a utility created by Digg creator Kevin Rose that helps users find online experts  who have same shared interests providing you a source of relevent content for your brand.

What Do You Think About Twitter To Build Your Reputation ?

Dear Leaders, Personal Branding Is Not About YOU, It Is About People You Serve


I have preached for a long time what is written in this article from Forbes: Personal Branding Is A Leadership Requirement, Not a Self-Promotion Campaign. Developing your personal brand is essential for the advancement of your career and development as a leader.

Personal branding is more than just promoting the brand calls YOU. It is important for leaders to clearly communicate about their values to attract talent, engage current employees and other stakeholders inside and outside the company.

By cultivating your professional image via the content you post on various social media platforms, you can help other people as much as they can help you by sharing ideas or getting feedback from customers.

The relationships you develop online should be  based on a 2 way communication style without promoting yourself.

The choice of the social media depends greatly on your target audience, don’t waste too much time to be everywhere to increase your SEO.

Which leaders do you know that have successful personal brand ?

How To Network Like A Pro!


What is the Definition of Networking ?

net·work·ing, noun”:

Definition:

  1. The exchange of information or services among individuals, groups, or institutions; specifically : the cultivation of productive relationships for employment or business
  2. The establishment or use of a computer network

If you are mastering the art of networking the classical way, involving in person meetings, business cards  and phone calls,  then you know how to turn contacts into connections that will help you get your next job or win your next business deal. Right ?

WRONG !  

If you are a great connector and know how to make the most of your connections through traditional in person conversations, it is not enough anymore. If you don’t know how to use social media to engage people on a personal level by being part of online communities such as Linkedin, then you are simply out of the networking game. Since 2004, when the term social media was first used, people want to do business with people they trust and share similar interests beyond work but without necessarily being in some kind of physical contact via phone, video-conference or in person.

In the digital age, aka, the internet world, you cannot be a networking pro if you don’t know how to leverage your online presence to attract the right people who will help you reach your professional and business goals as well as your personal projects.

I think today, even the most stubborn executives admit they need some kind of presence online, they might no become social media artists,  but they know that personal branding is not a buzz word and actually it is a pretty old concept that first appeared in 1997 in an article published in Fast Company Magazine, from  management guru and author Tom Peters:

“We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” -Tom Peters

If you want to become a more confident and engaging person to establish effective relationships both online and off-line, start following those 3 steps:

Step #1: Create A Brand Called “ME”

What makes you unique ? In a global economy in crisis, every job seekers and businesses must differentiate themselves to stand out of the crowd. The only constant today is change and very fast change in our highly connected global world. To win the global war of talent you need to know who knows you and how you are perceived. What is your reputation online? Are you in control of what people find when they Google “your name” ? What is your unique value proposition ?  Do you know what your competitors have to offer ? What gives you a competitive edge ?

In a previous post “Me Inc, Brand Yourself and Find your Ideal Job”I have listed the five steps to help you build your personal brand .

The materials to build your brand can be identified through the same process of strategic planning used to market products or services. Make a “SWOT” analysis starting by various assessments of your core personal  values, the principles that guide your life, your life purpose or mission, your vision, what are your strengths, weaknesses ? In which environment do you thrive ? What is the type of boss or ideal client you want to work with ?

It is important to be really YOU, authenticity is key, don’t try to be someone you are not but discover who you really are using tools that uncover hidden talent and what intrinsically motivates you.

For more in-depth understanding of personal branding  I recommend you to connect with Dan Schawbel recognized as a “personal branding guru” by The New York Times and author of the #1 international bestselling career book, Me 2.0: 4 Steps to Building Your Future.or how to build a powerful brand to achieve career success. Check his Personal Branding Blog too.

Step #2: Identify Who Is Your Audience

It is tempting to be everything for anybody and everybody but this doesn’t work. As the leader of your own brand you must inspire the people you want to attract. What is it about you that is appealing to people who want to buy from you or hire you ? You need to change shoes and imagine being in those of your potential customers/employers. This is very important because the way you package your experience in your resume or select social media platforms depends on how your audience is listening and communicating about their professional and personal  interests.

If you want to learn about your target audience, start LISTENING first : search  key words used by people interested by your expertise and thought leaders.  Invite those people to connect on LinkedIn and see what they talk about and how they interact in specific groups (you can be part of 50 groups on Linkedin). Use Q&A, start a Twitter account and read other people’s  Tweets.

The same way an HR person or a hiring manager will get information about you via Google, you can learn a lot about companies by connecting with the employees online. If you want to learn about a specific country before accepting an international assignment, contact expatriates and locals who live there. Once the contact is made online, try to follow-up by a phone call or Skype or meet in person to share about your needs and how you can also return the favor by helping those who helped you. Do not hesitate to contact people you don’t know. People online are much more open to connect and talk to you even if you are a perfect stranger. Read more about How to Connect With People You Don’t Know 

Step #3 Engage your Connections Through Meaningful Conversations

Once you have an idea of what your prospects’ interests are,  then you can start defining your goals and make a content marketing  strategy to help you connect with the right web audiences. You can use any kind of platforms such as blogs, videos on YouTube, Google + or images on “Pinterest to create and distribute relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience, Use online content curation tools such as Scoop.it to gather and disseminate knowledge in the topics your audience is interested.

You need to choose carefully your content strategy based on the specific goals you want to achieve. For example, If your goal is to increase you ranking in search engines like Google, then maybe it is a good idea to start a professional blog and comment in other experts’ blogs. Do you want to identify and invite new contacts ? then start a debate in a Linkedin group discussion. Maybe you want to demonstrate your capability to engage consumers online as a marketer ? then build a Facebook fan page and try to attract active followers on Twitter.

Whatever you need to do, be consistent about the image you want to project. For example do not use your personal Facebook  profile to broadcast your personal life. You may use your personal Facebook page to show a more casual image  of yourself but avoid venting your frustrations, be negative in general, don’t share your political or religious opinions and keep private things that are too personal.

Always assume that anybody can potentially see everything you post online and once out there it stays FOREVER !

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Why Changing For The Sake Of Change Is Not Always A Good Idea.


questionmarksChange is inevitable, we all agree on that, but are we always forced to change because we live in a highly connected  fast-paced global environment ?  I think change for the sake of change has nothing to do with true innovation and fostering creativity or acquiring new knowledge and learning the necessary new skills to stay competitive. I am not going to talk about creativity and change management here but you can read a very good article about The Innovation Catalysts on how to change ideas into great products or services.

If you are a small business owner, a corporate executive or an employee, do you think you have to change if you are satisfied and successful with who you are, what you do and with  most of the components of your work and life environments ?

I think there is a difference between being reactive to changes and anticipating changes but in both cases you need to balance the costs and risks associated with change versus the benefits you can expect to gain. You also need to plan carefully the changes by having first some research conducted and a sound strategy before implementing any new tactics, even a small one like changing a logo on a product or a color in your website.

For big or small businesses any change in brand identity such as image, logo, slogan, has an impact on the brand image and how the customers perceive the products or services.

People make decisions to buy from you or hire you more based on emotional needs than rational reasons. Buying is based on TRUST.

Changing any brand attribute may have a different impact if you consider potential new customers or existing loyal brand lovers with emotional bonds attached to it. In a majority of cases, loyal brand lovers hate change,  so why taking the risk of changing anything if you are not forced to do it due to change in competitive environment for example ?

So the question to ask before implementing any change is :

What additional value do I bring to my customers, employees and other stakeholders ? 

Do you have experience with companies that changed just for the sake of change and fail ? We all lean from failures but we don’t need to be one

Related Articles: 

Quick Tips On Social Networking For Business



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I have listened to this complimentary webinar and I found it very valuable and clear on what is in it for you to use social networking for business.

Audio/slides presentation from George Kao: http://www.georgekao.net/choice.html

Here a brief summary of key learnings for me and my own observations.

1-Work Less ! spend energy on:

  • Current partners who can help you reach your ideal audience,
  • Current and previous clients
  • New partners leading to potential new clients

2-Don’t get distracted by new gadgets, don’t be a tester and avoid the shiny new things

3-Less is more: Be better at what you are best rather than trying to reach new niches

4-Don’t update too often: you don’t need to update your blog  regularly or send tweets everyday  and work yourself to death:  Know your partners and focus on maximum 3 platforms: for George Kao it is FaceBook, Linkedin and Twitter. For me it is only Linkedin and Twitter. FaceBook is too much maintenance for me and low ROI as professionals I target do not use FB for business.

5-Use you personal name as a personal brand in profiles or account names. Social networking is about making meaningful and authentic conversations. It is always better to connect on a  personal level. I recommend you add a nice professional picture, people like to see real people. I don’t like cartoons, birds or logos.

6-Tell stories about who you really are: people want conversations from real people they can trust and with whom they have something in common. It does not mean that you should share personal information if you don’t feel it, do what is most appropriate for your business.

7-Optimize your profiles for automatic lead generation: search about key words that give you a good ranking on search engines, add them to your profiles to be found by your potential clients and partners. Do not forget your own name and company name, your location if that matters to your audience, anything unique about you and your business.

Linkedin:

I think Linkedin should be your #1 platform as a professional or business owner. Even as a passive  job candidate, you should always update your profile and show up in some groups to build your expert image. It is also a great tool to know what your competitors are doing and your industry new trends. I recommend you to test all the applications on Linkedin and use what is best for you to communicate about you and your business. For example I like blogs, Powerpoint presentations,  Amazon.com book lists.

Twitter:

I am using Twitter to get new ideas from an infinite number of great people who are experts in their fields. I  survey opinion leaders like Guy Kawasaki or George Kao for example and I share (RT) with my own networks including my blog and my Linkedin groups.  At first look  I did not find Twitter very attractive :  too much irrelevant  information, too much time to build very few true connections. Then I started using tools like Hootsuite or socialoomph to automate some functions like programming posting or managing people.

I have now reduced greatly the  time spent on both Linkedin and Twitter and get better results as George Kao said.

In this article: Four Ways Social Networking Can Build Business” http://ht.ly/27suk you will read about four professionals who used social networks to change the game. William Baker, a professor of marketing at San Diego State University, surveyed 1,600 executives and found that firms that rely heavily on external social networks scored 24 percent higher on a measure of radical innovation than companies that don’t. Online networks can help you hire the right people, market your product — or even find a manufacturer.

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