Tài liệu Branding Yourself docx

ptg8286219 ptg8286219 Branding Yourself How to Use Social Media to Invent or Reinvent Yourself, Second Edition Erik DEckErs kylE lacy ptg8286219 Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself, Second Edition Copyright © 2013 by Pearson Education, Inc. All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein. ISBN-13: 978-0-7897-4972-7 ISBN-10: 0-7897-4972-6 Library of Congress Cataloging-in-Publication Data is on file. 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For more information, please contact U.S. Corporate and Government Sales 1-800-382-3419 corpsales@pearsontechgroup.com For sales outside of the U.S., please contact International Sales international@pearson.com Editor-in-Chief Greg Wiegand Senior Acquisitions Editor Katherine Bull Development Editor Romny French Managing Editor Kristy Hart Project Editor Andrew Beaster Copy Editor Apostrophe Editing Services Indexer Cheryl Lenser Proofreader Sarah Kearns Technical Editor Pierre DeBois, Zimana, LLC Publishing Coordinator Cindy Teeters Romny French Book Designer Anne Jones Compositor Nonie Ratcliff Que Biz-Tech Editorial Board Michael Brito Jason Falls Rebecca Lieb Simon Salt Peter Shankman ptg8286219 Table of ConTenTs I WHY DO I CARE ABOUT SELF-PROMOTION? 1 1 Welcome to the Party 3 What Is Self-Promotion? 5 Why Is Self-Promotion Important? 5 What Self-Promotion Is Not 6 What Can Self-Promotion Do for You and Your Career? 6 Personal Branding 6 What Is Personal Branding? 7 Go Brand Yourself 7 How to Build Your Brand 8 The Five Universal Objectives of Personal Branding 10 Discover Your Passion. (Passion Is Fundamental to Achieving Your Goals.) 10 Be Bold. (It’s Okay to Talk About Yourself.) 11 Tell Your Story. (Your Story Is What Makes You Special.) 13 Create Relationships. (Relationships Lead to Opportunities.) 14 Take Action. (Even a Small Step Is a Step Forward.). . . . . 15 Who Needs Self-Promotion? 16 Meet Our Heroes 18 2 How Do You Fit in the Mix? 21 The Basics of Building Your Personal Brand Story 23 Writing Your Personal Brand Autobiography 23 Prioritizing When Writing Your Personal Brand Story 24 Writing Your Personal Brand Biography 25 How Do Our Heroes Use the Personal Brand Biography? 27 ptg8286219 Branding Yourself iiivvv Telling Your Complete Brand Story 30 The Law of Anecdotal Value 32 Surround Yourself with People Who Have Passion 33 Sharing Memories and Stories 33 Do’s and Don’ts of Telling Your Story 34 1. Don’t Post Pictures That Would Shock Your Mother 35 2. Don’t View Your Personal Brand Story as a Sales Pitch 35 3. Don’t Post Something You Will Regret Later 35 4. Don’t Ask for Things First. Ask for Things Second 36 5. Don’t Get Distracted 36 6. Don’t Underestimate the Power of Your Network 36 7. Do Invest in Yourself 37 8. Do Invest in Other People 37 9. Do Be Visible and Active 37 10. Do Take Some Time for Yourself 37 II YOUR NETWORK IS YOUR CASTLE—BUILD IT 39 3 Blogging: Telling Your Story 41 What Is Blogging? 43 A Clarification of Terms 45 Why Should You Blog? 45 Choose Your Blogging Platforms 47 Blogspot.com/Blogger.com 48 WordPress.com and WordPress.org 49 Other Blogging Platforms 50 Tumblr 52 Which Platform Should You Choose? 54 Setting Up a Blog 54 Purchasing and Hosting a Domain Name 56 Getting Inspired 57 What Should You Write About? 57 Finding Subject Matter 60 How to Write a Blog Post 60 Writing for Readers Versus Writing for Search Engines 62 It’s About the Quality of the Writing 62 ptg8286219 v Contents Google Expects You to Write Good Stuff 63 How Often Should You Post? 64 How Long Should Your Posts Be? 65 But My Posts Are Too Long 66 SEO Through Blogging. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 How Does This Apply to Our Four Heroes? 69 Do’s and Don’ts of Blogging 70 Do’s 70 Don’ts 71 A Final Note on the “Rules” of Blogging. . . . . . . . . . . . . . . . . . . . . . 72 4 LinkedIn: Networking on Steroids 73 The Basics of LinkedIn 75 What’s in a LinkedIn Profile? 75 The Employment Section 75 Your Photo/Avatar 77 The Education Section. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 The Summary 77 Your Websites 78 Cool LinkedIn Features Worth Examining 79 Creating Contacts on LinkedIn 81 Using Your Email Database 82 Other Ways to Connect: Colleagues and Classmates 83 Building Off Your Second- and Third-Degree Network . 84 Transforming Your Contacts into Connections 85 The Importance of Recommendations 87 Ten Do’s and Don’ts of LinkedIn 90 1. Do Upload a Professional Picture 90 2. Do Connect to Your Real Friends and Contacts 91 3. Do Keep Your Profile Current 91 4. Do Delete People Who Spam You 91 5. Do Spend Some Time on Your Summary 92 6. Don’t Use LinkedIn Like Facebook and Twitter 92 7. Don’t Sync LinkedIn with Twitter 92 8. Don’t Decline Invitations. Archive Them. . . . . . . . . . . . . 92 ptg8286219 Branding Yourself vvviii 9. Don’t Ask Everyone for Recommendations 93 10. Don’t Forget to Use Spelling and Grammar Check 93 5 Twitter: Sharing in the Conversation 95 Why Should You Use Twitter? 96 What Can Twitter Do for You? 97 How Do You Use Twitter? 99 Creating a Twitter Profile 99 Getting Followers 100 Sending Out Tweets 101 Retweeting Your Content 102 Applications for Twitter Domination 104 Desktop Applications 106 Web-Based Applications 107 Mobile Applications 109 What Should You Tweet (and What Shouldn’t You?) 110 Personal Branding Case Study : @applegirl 113 Do’s and Don’ts While Using Twitter 113 Twitter Tips in 140 Characters or Less 114 How Does This Chapter Apply to Our Four Heroes? 115 6 Facebook: Developing a Community of Friends 117 Why Should You Use Facebook? 118 What Can Facebook Do for You? 120 Reconnect with Old Classmates and Co-Workers 120 Use a Facebook Page to Professionally Brand Yourself 120 Help a Cause and Be Philanthropic 121 Find and Attend Local Events 121 What You Should Know First About Facebook 122 Professional Page and Personal Profile 123 The Basics: Creating a Personal Profile 124 Staying in Control of Your Profile 127 ptg8286219 vii Contents Working with Your Personal Page Privacy Settings 127 Setting Up Your Privacy Settings for Your Personal Account 127 Working with Your Customized URL 129 How Can I Use a Professional Page for Personal Branding? 130 Using Insights to Track Your Content Growth 133 Setting Up Your Professional Page 134 Top Six Tips for Using Facebook 135 Ten Do’s and Don’ts of Facebook 136 1. Do Upload a Real Picture. 136 2. Do Share Industry-Specific Content. 138 3. Do Use Your Email to Find Friends. 138 4. Do Read the Terms of Service. 138 5. Don’t Use Inappropriate Language. 138 6. Don’t Spam People. 139 7. Don’t Poke People. 139 8. Don’t Tag Everyone in a Picture. 139 9. Don’t Sync Your Twitter Profile with Your Facebook Page 139 10. Don’t Invite People to Your Professional Page Over and Over and Over. 140 Facebook Tips in 140 Characters or Less 140 7 Say Cheese: Sharing Photos and Videos 143 Why Video 144 Where to Put Your Video 146 YouTube 146 Vimeo 147 Flickr 148 Shooting Video 149 Video Do’s and Don’ts 150 Recording Screen Capture Videos 151 Case Study: Gary Vaynerchuk 151 What Should I Make Videos Of? 152 ptg8286219 Branding Yourself viii Why Photos 153 Where to Post Your Photos 153 Picasa 153 Flickr 154 Photobucket 154 Instagram 154 Facebook. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155 Copyright: Permission, Creative Commons, and Licensing 156 Creative Commons 156 Embedding Videos and Photos in Your Blog 158 Adding Photos 158 Adding Videos 160 SEO for Videos and Photos 161 YouTube SEO 162 Photo SEO 163 The Video Resume 165 A Cautionary Note About Video Resumes 167 Photos and Video Tips in 140 Characters 168 8 Other Social Networking Tools 169 Google+ 170 BranchOut 172 Twylah 174 Pinterest 176 Quora 180 How Does This Apply to Our Four Heroes? 181 9 Googling Yourself: Finding Yourself on Search Engines 183 Have You Ever Googled Yourself? 184 What Do You Want Others to Find? 186 Search Engine Optimization 187 What SEO USED to Be 188 Keywords 188 Titles 188 ptg8286219 ix Contents Body Copy 189 Anchor Text 189 Backlinks 190 What SEO Looks at Now 190 Time on Site 191 Bounce Rate 191 Click-Through Rate 191 Page Load Speed 192 How Can You Influence These Factors? 193 Quality of Content 193 Quality of Design 194 Ease of Navigation 195 A Quick Note About Backlinks 196 Video 196 Personal Connections/Social Media 197 Reverse Search Engine Optimization 198 What if You Share a Common Name? 199 Search Engine Tools 201 Google Alerts 201 Google Image Search 202 Google Blog Search 202 Bing 203 Yahoo! 204 Other Search Engines 205 The Value of Reputation Management 206 Reputation Management Tools 207 BrandYourself.com 207 Reputation.com 207 Google’s Me on the Web 209 How Do Our Heroes Use SEO? 210 Reputation Management Tips in 140 Characters 210 10 Bringing It All Together: Launching Your Brand 213 What Is a Personal Brand Campaign? 215 How Do Our Heroes Build Their P&T Statement? 217 Why Is a Personal Brand Campaign Important? 220 [...]... so you can get even more opportunities, which you can then tell people about Self-promotion is also called branding yourself, because that’s actually what it has become (That, and it’s what we wanted to call the book.) We prefer to think of it as personal branding because you need to think of yourself as a brand, just like Coca-Cola, McDonald’s, Google, or Facebook Why Is Self-Promotion Important?... if you want to make a name for yourself, establish a good reputation, finally get that corner office, or even own your own successful business, you need to promote yourself To do that, you need to be passionate about two things: the work you do and yourself If you’re not passionate about what you do, find the thing you’re passionate about If you’re not passionate about yourself, seek professional help... Chambers of Commerce Go Brand Yourself Ask yourself: What do I want to be known for? What qualities do I want people to associate with me? What is the first thing I want to have pop in their heads when they hear my name? Next, create a list of those qualities Write down everything you can think of in five minutes, even if you think you’re repeating yourself Don’t edit yourself, and don’t leave anything... Tell Your Story (Your Story Is What Makes You Special.) This is the tricky part We just told you it’s okay to talk about yourself, but now you have to do it without talking about yourself @kyleplacy: Huh? @edeckers: Be patient Effective personal branding isn’t about talking about yourself all the time As much as we’d all like to think that our friends and family are eagerly waiting by their computers... in yourself, others see it, too When you share that confidence with other people, they feel confident about you as well So don’t sit in your cubicle any longer Figure out what you want to do, make it happen, and then start telling people about it Let them know that you are good at what you do Let them come to you for answers and information Personal Branding If you ask 100 people what personal branding. .. relive the old ones The kinds of emotional responses they have depend on you Note A brand is an emotional response to the image or name of a particular company, product, or person What Is Personal Branding? Branding yourself means that you create the right kind of emotional response you want people to have when they hear your name, see you online, or meet you in real life The “right” kind doesn’t mean being... “Measuring Success: You Like Me, You Really Like Me!”) and finding where your best customers are coming from, you may learn that networking and branding yourself are much more effective than cold calling some name from a list • Job seekers—These are people who need personal branding the most Every element of a job search is focused on what people think of when they hear your name You email a PDF or word processing... a third, we have networker, outgoing, and interested in people You can call these groups anything you want, but let’s stick with Musical, Knowledgeable, and Networker These groups are the start of branding yourself They’re the areas you should concentrate on being known for—the areas that can define what people know you for They may know you for more—being a good cook, a budding actor, someone who’s... discussed, whether it’s writing a blog post, posting messages on Twitter, or giving a speech Before you start, however, you need to understand the foundation of personal branding C hapt er 1 W e l c o me to th e P a rty PersonAl BrAnding CAse study shAmA KABAni shama is one of the premier thought-leaders in the world of social media marketing she has practically built an empire using the tools we... achieve the one through the other We hope you have already found your passion because this book is based on your actually being passionate about at least two things: 1) yourself and 2) something else Be Bold (It’s Okay to Talk About Yourself. ) Despite what your parents and teachers told you, you can tell people about your accomplishments Actually, we want you to do that We understand that it’s hard . ptg8286219 ptg8286219 Branding Yourself How to Use Social Media to Invent or Reinvent Yourself, Second Edition Erik DEckErs kylE lacy ptg8286219 Branding Yourself: . 6 Personal Branding 6 What Is Personal Branding? 7 Go Brand Yourself 7 How to Build Your Brand 8 The Five Universal Objectives of Personal Branding 10 Discover