SAV VYCLICK

Savvy marketing from strategy to launch.

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 FACT

57% of online adults 25-34

It’s for kids
& 30% of online adults 35-44 have profiles*

It will take you under 10 minutes to start your

It’s difficult
first profile. You already have the tools.

Every major social networking site has built-in

It’s a privacy nightmare
security options that you control.

It’s probably one of the most important things

It’s frivolous
you can do to promote yourself right now.

*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, African Americans Latinos
compared with 43% of African- Whites
Americans and 48% of Hispanics.*

• Of the online adults using online 25%

networking: 35%
• 50% of adult social network users
have a profile on MySpace*
• 22% have a profile on Facebook*
• 6% have a profile on LinkedIn*
39%

*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.”

STATS:
52.5 million
*Source: Nielsen Online, Dec. 2008 unique visitors*
*Source: Pew Internet and American Life Project, January 2009

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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* *Source: Nielsen Online, Dec. 2008
(as of November 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

22. Take a professional photo

• a more formal photo for LinkedIn
• a more casual photo for Facebook

33. Get online and start creating your profiles

• LinkedIn
• Facebook

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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-usage-
visitors-members-page-views-and-engagement-by-the-numbers-in-2008/

• LinkedIn Demographic Data: http://www.slideshare.net/erickschonfeld/linkedin-demographic-data-jun08-

presentation

• 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-networks-
are-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-social-

networks-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
GENDER
GROUP

Network Usage Total 18-34 35-44 45-54 55+ Male Female

Have a Facebook or
48% 74 47 41 24 45 52
MySpace account

Update Facebook or
MySpace account at least 16 29 17 10 3 14 18
once a day

Use Twitter (Net) 5 8 7 4 1 5 5

Follow people on Twitter 5 8 6 4 1 5 5

Use Twitter to send

3 4 5 1 * 3 2
messages

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 Neither Agree Strongly
Agree Disagree
Agree or Disagree Disagree

1. I found the information useful.

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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