PERSONAL BRAND, SOCIAL

CAPITAL AND HOW TO USE

LINKEDIN MORE EFFECTIVELY

by Jay Palter

Chief Engagement Officer, Jay Palter Social Advisory

13 April 2015

Presented to:

Overview

This presentation will cover:

• Concept of personal brand

• What is social capital & why

do you want it?

• Tips for using LinkedIn to

build and leverage your

professional network

• Other social networks you

shouldn’t ignore

Spend time or invest it?

You can spend time on social networks

or you can invest your time.

This presentation is about

how to invest your time strategically.

WHAT IS

PERSONAL BRAND?

Regardless of age, regardless

of position, regardless of the

business we happen to be in,

all of us need to understand

the importance of branding.

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

My intro to personal brand

What is a brand?

• Visual identity

• Experience

• Value proposition

• Reputation

• Goodwill

What is a personal brand?

• Visual identity

• Experience

• Value proposition

• Reputation

• Goodwill

= YOU, your smiling headshot

= Your satisfied customers

= Your niche/specialty

= Your Google search results

= Referrals/recommendations

Personal brand is personal

Personal brand is about “you-ness”

Your “you-ness”

is key to your

personal brand.

Your brand is how you are perceived

Personal brand is what

people say about you

when you leave the

room.

~ Jeff Bezos, Amazon

WHAT IS

SOCIAL CAPITAL?The value/benefit that accrues to a person, business or

organization by virtue of their social relationships.

People do business with people they know, like and trust.

People hire people they know, like and trust.

People recommend people they know, like and trust.

Social capital drives ROI, as much as

human and financial capital

Social networks are an influence

economy

Currency

Assets“Earned media”

Goodwill

=

=

=

Networked people and content

Transactions

Social capital

10 ways to use LinkedIn to promote your

personal brand and grow social capital

1. A smiling professional headshot.

Smiling headshot

Too many people

Default icon

Too personal

Face too small

X

X

X

X

Avoid these types of headshots:

2. Craft a professional headline.

Professional Headline

“Business writer” or…

“Advisor” or…

3. Complete your profile.

Summary of what you do

Multimedia

http://ca.linkedin.com/in/jaypalter

4. Customize profile sections.

Reorder your profile sections

Your LinkedIn profile does not need

to look like a boring resume.

5. Customize your skillset.

Customize the skills

you want people to

select from

Making Connections on LinkedIn

6. Customize your connect requests.

• Follow up within 24 hrs

• Customize message

• Be personal

7. Ignore some connect requests.

Do CONNECT:

• People you’ve met

• People genuinely

reaching out

Don’t CONNECT:

• With complete strangers

• Geographic outliers

Listening and sharing

Adopting a proactive giving strategy

– paying it forward – is an effective

strategy to build online engagement

and social capital.

8. Mind your LinkedIn feed daily

• Like, comment & share

Why?

• Show people in your

network that you are

paying attention to THEM

• Learn something too ;-)

9. Find and share great content

• Helps solve too much information problem

• Adds value and creates meaning

• Demonstrates your knowledge/expertise

• Creates touch points for clients/prospects

• Promotes “know, like & trust”

Four E’s of content curation

Sample topics for sharing:

• Personal finance

• Happiness/quality of life

• Productivity & life hacks

• Fitness/health

• Networking

• Community-building

Topics to be cautious with:

• Politics

• Religion

Help people understand

When Ebola fear was spreading, sharing this graphic

helped put the risk in perspective.

Help people understand

With California’s drought entering its fourth year, this

graphic puts puts food-related water use in perspective.

Make people smile

Apparently, men with real bodies posing in

underwear makes people smile.

Inspire and affirm

10. Publish on LinkedIn

• Write for your reader

• Add footer linking back

to your site/blog

• Include images in posts

and use subheads

• Tweet with “Tip

@LinkedInPulse”

And finally…Give to get in social.

Give. Serve your network.

• Give back and pay forward.

• Give credit where it’s due.

• Pay attention. Pay. Attention.

• Be generous of spirit.

• Invest your time.

• Read and share other people’s content.

• Be helpful.

Other social networks: Twitter

• Curation: Share great

content

• Engagement: Grow

your network

• Influence: Build an

audience

• News: Stay informed

Other social networks: Google+

• Curation: Always

share great content

• SEO: Google+ shares

show up in search

results

• Gmail: Establish your

identity on Google

What can I do for you?

Strategy

• Planning

• Policy development

• Influencer intelligence

• Personal branding

• Data analysis

Tactics

• Content marketing

• Curation

• Repurposing

• Social management

• Coaching/training

• Speaking

ContactJay Palter

Social Advisory

mobile: 587-586-8433

email: jay@palter.ca

web: jaypalter.ca

twitter: @jaypalter