online reputation and influence - how to create, grow and maintain influence on a digital social...
DESCRIPTION
We are living in a world where your reputation and influence is migrating from offline to online Reputation is moving from local to global It is also moving from fixed to mobile (smart phones and iPads) Reputation and influence can be gained faster and broader than in any other time in history. But we are still used to the old paradigms and ideas of influence and reputation because “technology changes fast but humans evolve and change slowly” In this presentation (which was the second Keynote at The BE-Wizard conference in Italy on March 16, 2012) we look at what is required to establish, grow and maintain your influence online. This presentation looks at the way personal brands such as celebrities, professionals and knowledge workers can establish themselves as thought leaders and experts globally. If you are a consultant, executive or professional this presentation will give you tips and tactics to win at your career and lifeTRANSCRIPT
Online Reputation and InfluenceHow to Create, Grow and Maintain Influence in a Digital Social World
Reputation
Influence
“In my career two things have been vital.. Credibility and Visibility”
Geoffrey Rush – Academy Award Winning Actor
This is where creating influence starts!
Visibility
The “Usual” Way to Create Influence
The “Usual” Way to Create Influence
The “Usual” Way to Create Influence
The “Usual” Way to Create Influence
The “Usual” Way to Create Influence
The “Usual” Way to Create Influence
The “Usual” Way to Create Influence
Influence is moving from Offline to Online
The “Knowledge” Economy
The “Google” Web
The “New” Ways to Create Influence
Online Credibility
The “Social” Web
Why you should create influence
Why you Should Create Online Reputation and Build Influence
1. Find a job 2. Chase a new career3. Grow existing career4. Learn more about yourself5. Get focused6. Promote a product or service7. Connect and meet your global “Tribe”8. Increase credibility of your business9. Protect the reputation of your “Brand”
• Jobs
Why you Should Create Online Reputation and Build Influence
• Career
.Why you Should Create Online Reputation and Build Influence
• Focus
Why you Should Create Online Reputation and Build Influence
• Promote
Why you Should Create Online Reputation and Build Influence
• Connect With Your Tribe
Why you Should Create Online Reputation and Build Influence
• Protect Your Reputation
Why you Should Create Online Reputation and Build Influence
challenges
The Challenges
Challenges
• What do I want to be Influential About?
Challenges
• It’s Complicated
Challenges
• It’s Too Public!
how to create influence
Step One – Getting Started
• Keys to Getting Started– Positioning and Focus– Define your Audience – Goals– Domain name – Easy to use Software - WordPress – Self hosted– Select and Secure your Brand on Social Networks
Getting Started
• Positioning and Focus
Getting Started
• Positioning and Focus – FedEx is about “Peace of Mind”
Getting Started
• Define your Target Market
Getting Started
• Secure your Online Names: – Domain Names & Social Network Brand
Step Two – Create Content
• Must Haves– Learn the “Art of The Headline”– Educate, Inform, Entertain and Inspire– Make it easy to read– Communicate with multiple media– Majority of content should be “Evergreen”
Create Content
• The “Headline”
Create Content
• Multimedia
Create Content
• Evergreen
Step Three – Market and Promote
• The Essentials– Optimize for Search (SEO)– Social Networks – publish and participate– Email– Sharing Buttons– Subscription – Free Content – to drive subscription and liking– Credibility – banners plus quantification– The Twitter Secret
Market and Promote
• Search
Market and Promote
• Social Networks
Market and Promote
Market and Promote
• Credibility– Books– Speaking– Awards
Market and Promote
• The New Age of “Attention Quantification”• Measures of Influence and Reputation
– Re-Tweets – Likes– Fans– Views– Subscribers
Market and Promote
• The Twitter Secret - One Secret Weapon to Accelerate your Influence Globally
– It’s Instant– It’s Targeted– It’s Powerful
Market and Promote
• The Twitter Secret - One Secret Weapon to Accelerate your Influence Globally
case studies
Case Study - The “Passionate Expert”• Guy Kawasaki – Social & Digital Platforms for Promoting “Guy”
The “Passionate Expert”
• Guy Kawasaki – Digital Platforms for Influence– Facebook– Website and Blog– Book Reviews– Email– Banner Ads– Photo Contest– Quizzes– Infographic– Slideshare– YouTube
Case Studies• Darren Rowse, Social Media Examiner, Tim Ferriss, Mari Smith
Case Study – CEO & Senior Executive
Case Study – Celebrity
measuring
Measuring Influence
Measuring Influence
• What they measure – online buzz
Measuring Influence
• What Measures - Reach
Measuring Influence
• What Measures - Amplification
Measuring Influence
• What Measures - Network
Measuring Influence
• What Measures - Topics
Measuring Influence
• How is Influence Measurement Being Used?
Measuring Influence
• How is Influence Measurement Being Used?
takeaways
Nine Major Takeaways • Influence and reputation is moving online
• Credibility before Visibility
• Content defines you
• Explain your mission in one sentence
• Market relentlessly!
• Displaying attention quantification is important
• Twitter is a sharp tool to get global attention
• Influence is now measureable
Be Persistent!
“Nothing in the world can take the place of persistence. Talent will not,…Genius will not, Education will not; the world is full of educated derelicts…… Persistence and
determination alone are omnipotent”Calvin Coolidge - US President
Twitter: @JeffBullas