How to Build a Social Ready Personal Brand by Alan See presented at the Global Digital Marketing Summit May 2019

1. How to Build a
Social-Ready Personal Brand

2. Are You Looking for a Lifetime Guaranteed
Employment Contract?
Do you expect to retire with a pension and a gold watch?

3. • The average person changes jobs an average of
12 times during his or her career.
• 25% of workers 45 and older say they have
endured negative comments about their age in
the workplace.
• If you’re over 50, chances are the decision to
leave a job won’t be yours.
• More than half of older U.S. workers are
pushed out of longtime jobs before they
choose to retire, suffering financial damage
that is often irreversible.
• Only one in 10 ever again earns as much as
they did before their employment setback.
Doubtful
Say hello to “The Gig Economy”
Independent contractor – consultant – freelancer
Surviving in the Gig Economy is impossible without a personal brand.

4. Your Social Capital Advances
Career Goals and Business Objectives

5. Social Capital Developed through Social Media
Provides Value for You and Your Employer
• Social media is a key player in the job search
process today.
• 92% of companies are using social media for
hiring.
• Social media provides a platform to foster and
engage with a community of other people on a
huge scale (conversational currency).
• We do business with people we “know, like and
trust.”
• Positive employer branding and personal
branding benefits all.

6. Interest
Forecast
Close
• Website Traffic
• Community Building
• LinkedIn
• Facebook
• Twitter
• Content Downloads
• Demo Requests
Employee Social Media Advocates
Impact Top of the Sales Funnel Activity

7. Website to Tweet Correlation
@AlanSee CMOtemps.biz
6 Month Trend
3X

8.  Why do I need a personal brand?
 To keep your current employment and to ensure future employment.
• How to build a Social-Ready personal brand.
Agenda

9. Disclaimer
Alan See “Best Practices”

11. Primary Colors
Make the Big Box Possible
Be FoundFindEngage

12. Primary Brand Drivers

13. Page 1 Organic Results Page 1 Organic Results
Search – (no paid search)
Be Found
Page 1 Organic Results

14. Search - LinkedIn
Be Found
LinkedIn
Weekly Profile Searches

15. Branded Sites
(sample) * Alan See + Alan See CMO Temps, LLC
http://www.cmotemps.biz/
http://www.temporary-cmo.com/
http://alanseecmotemps.com/
https://twitter.com/cmotemps
https://www.facebook.com/InterimCMO
https://www.youtube.com/user/InterimCMO
http://www.alansee.com/
http://alansee.us/
http://alansee.net/
http://alansee.me/
https://about.me/alansee
www.FractionalCMO.Rocks
www.InterimCMO.Rocks
www.RentaCMO.Rocks
www.AlanSee.Rocks
https://www.linkedin.com/in/alansee
https://www.facebook.com/AlanSee.USA
https://www.youtube.com/user/alanjsee
http://www.pinterest.com/alansee/
http://instagram.com/alanseeusa
http://www.slideshare.net/alansee
https://twitter.com/AlanSee
http://alansee.tumblr.com/
https://vine.co/Alan.See

16. Targeting & Prospecting
Find - LinkedIn Approach Example
VS.
No message with invite1.
2.
3.
4.

17. Your Contents First Impression
ENGAGE
How do you “enter the room?”

18. Burma Shave Short Story Strategy
ENGAGE Verse by the side of the road
Turn your Twitter
stream into a
storyline.
Inspirational pictures
Video
Presentation on SlideShare

19. Building a Social Engagement Mindset
LISTEN:
Understand what your
network is saying
PARTICIPATE: Engage, but don’t go straight into a sales pitch
CREATE: Content is King.
Be a resource – or find the resource
Networking
Pillars
Networking
Foundation
Cover Your
Network
TRUST
AUTHENTICITY
TRANSPARENCY
RESPONSIVENESS
Be Realistic: Meaningful relationships are not built overnight
Be Positive: View the process as an opportunity to help others
Be Prepared: Spend time thinking about what information and insight you can share
Be Proactive: Nurture and maintain your network
Social automation
can be hard on these
pillars.

20. TRUST
=
Rapport CredibilityX
Risk
Trust is the Real Currency in Social Capital
• Rapport: A sense of shared understanding.
• Credibility: Worthy of belief or confidence.
• Risk: Exposure to the chance of loss.

21. Social-Ready Building Blocks
• Strategy
• Technology
• Processes
• Money
• Time
• Training

22. Building a Social-Ready Profile
Money
• Personal branding is not free. Be prepared to invest real money in yourself.
• The “free” versions of most social platforms are designed as a teaser. Full functionality is only made available with the paid version.
Time
• Preparing for, and engaging in social media conversations takes time.
• Not just time to learn how all the various social media sites and complementary applications work, but time to prepare the content to
distribute through those channels.
Training
• The term “digital native” is often used to describe individuals born after 1980, when social digital technologies came online. In other words,
social media and other digital technologies are supposed to come natural to them. Don’t believe it.
• Whether you are a digital native or digital immigrant (old-world settlers, who have lived in the analogue age and immigrated to
the digital world) using social media for business requires lifelong learning.
Strategy
• Create and govern your social media strategy as a component of your strategic personal branding plan.
• Make sure your social media strategy aligns with your corporate goals, objectives and mission statement. (If applicable)
Technology
• Have an open mind.
• Don’t be afraid to ask for help.
• Experiment and practice.
• Don’t give up.
Processes
• Have a systematic process for creating relevant and up-to-date content.
• Have a systematic process for delivering content to the right place at the right time through the right channel.
• Have an agile personal branding strategy to be ready for change.

23. Publish or Perish
"Publish or perish" is a phrase coined to
describe the pressure in academia to
rapidly and continually publish academic
work to sustain or further one's career.
LinkedIn Notifications
 Do you feel like you are blogging for
your life?
 Tweeting to save the family farm?
 Writing, shooting photos and video,
and podcasting to demonstrate that
you are a “thought-leader,” “trusted
advisor,” “guru” and engaging
“growth hacker.”

24. Welcome to the Personal Branding
Arms Race
Trust =
Engagement
(feedback)
Communication Process

25. Personal Branding Meets the
Social Economy
Noise

26. Relevant Content Cuts Through the Noise

27. My Personal Branding - Power Triangle
Also consider brand consistency across platforms
Personal
Brand
Blog
Twitter
LinkedIn

28. What do you Consider Content?
EBooks
Articles
Blog Posts
Tweets and
Status
Updates
P
R
O
C
E
S
S
V
I
D
E
O
+
P
I
C
T
U
R
E
S

29. Placement Partners
Create Once Post Many
CMOtemps.biz

30. Custom Links For Tracking Content
(bit.ly)

31. Branded Curated Content
alanseecmotemps.com (via) paper.li

32. • https://www.fiverr.com/ (access to freelancers at reasonable rates)
• https://www.videoblocks.com/ (access to short video’s for creative work)
• https://www.magisto.com/ (video creation service)
• http://www.sparkol.com/ (whiteboard video creation application)
• http://explaindio.org/ (video creation application)
Other Helpful Tools

33. Wash – Rinse - Repeat
Have I
blogged
about it
before?
How long
ago?
Where did
I post it?
Update
material
and post.
What
news or
events are
timely?
Update and Repurpose