Branding Yourself (Que Biz-Tech)De (autor) Erik Deckers, Kyle Lacy
en Limba Engleză Carte Paperback – 10 Jul 2012
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Erik Deckers is the co-owner and vice president of creative services of Professional Blog Service, a ghost blogging and social media agency. He has been blogging since 1997 and speaks widely on social media topics. He is also a newspaper columnist and award-winning playwright. Erik coauthored No Bullshit Social Media: The All- Business, No-Hype Guide to Social Media Marketing with Jason Falls. Kyle Lacy is a principal of Marketing Research and Education for ExactTarget, a leading global provider of interactive marketing solutions. He has an in-depth understanding of the application of social and interactive media for both small and large businesses and regularly speaks on topics ranging from social media adoption to interactive marketing trends across email, mobile, and social media. Kyle has been recognized as one of Indiana's 40-under-40 by the Indianapolis Business Journal, Anderson University's Young Alumni of the Year, and TechPoint's Young Professional of the Year. Learn more about Kyle at KyleLacy.com. Deckers and Lacy coauthored the first edition of Branding Yourself.
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 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 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 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 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 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 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 Building Your Personal Brand Campaign 221 Developing Your Personal Brand Campaign 221 Implementing Your Personal Brand Campaign 223 Automating Your Personal Brand Campaign 224 Unique Ways to Launch Your Branding Campaign 225 How Should Our Heroes Launch Their Brands? 228 Do's and Don'ts of Launching Your Personal Brand 229 11 Measuring Success: You Like Me, You Really Like Me! 231 Why Should You Measure 232 What Should You Measure? 233 Reach 233 Quality Versus Quantity 234 Visibility 234 Influence 235 Measuring Influence 235 How Should You Measure? 238 Measuring Your Blogging Effectiveness 238 Using Google Analytics for Your Blog 240 Setting Up a Google Analytics Account 241 Installing Google Analytics 242 Getting an Overview of Your Website Performance 242 Measuring Your Twitter Effectiveness 243 Other Total Influence Measurement Tools 245 Measuring Your LinkedIn Effectiveness 246 Measuring Your Facebook Effectiveness 248 Measuring Your YouTube Effectiveness 250 Nine Tools to Use for Measurement 252 Effectively Measuring Your Personal Brand 254 How Can Our Heroes Use Analytics and Measurement? 255 Do's and Don'ts for Analytics and Measurement 256 Analytics Tips in 140 Characters 256 II PROMOTING YOUR BRAND IN THE REAL WORLD 259 12 How to Network: Hello, My Name Is 261 Why Should I Bother Networking? 263 A Networking Case Study: Starla West 264 The Rules of Networking 265 It's Not About You 265 Giver's Gain Is Not Quid Pro Quo 266 Be Honest Online and Offline 269 You're Just as Good as Everyone Else 270 Avoid People Who Are Unhelpful 271 Network with Your Competition 271 Three Types of Networking 273 Networking Groups 273 Meeting People 274 The Networking "Dance" 274 What Should You Say? 275 Networking Faux Pas 276 The Follow-Up 278 One-on-One Networking 278 How to Set Up the One-On-One Networking Meeting 279 What to Talk About During Your One-On-One 280 No One Wants a Sales Pitch 281 The "Pick-Your-Brain" Meeting 281 The Follow-Up 284 Forwarding Articles and Links 284 Sharing Opportunities 285 Making Connections and Introductions for Others 285 But I Just Don't Want to Meet the Other Person 286 Be Honest 286 But What if the Other Person Isn't Honest? 287 Do's and Don'ts of Networking 288 Do 288 Don't 289 How Would Our Heroes Network? 289 13 Public Speaking: We Promise You Won't Die 291 Case Study: Hazel Walker, The Queen of Networking 293 Should I Speak in Public? 294 No, Seriously 294 But I Hate Speaking in Public 294 Overcoming Your Fear of Public Speaking 295 Toastmasters 295 Classes at Your Local College or University 296 Seminars and Courses 296 Speakers Associations 297 Private or Executive Coaches 297 Finding or Creating Your Own Speaking Niche 297 How to Start Your Speaking Career 299 Identify Speaking Opportunities 301 Industry Groups 302 Civic Groups 303 Conferences, Trade Shows, and Expos 304 Introducing Yourself 305 Promoting Your Talk 306 How Does This Apply to Our Four Heroes? 309 Giving Your Talk 310 Important Technology Tips for Presenters 311 Miscellaneous Tips, 140 Characters or Less 316 14 Getting Published: I'm an Author! 319 Why Should I Become a Writer? 322 Publication Opportunities 323 Local Newspapers 324 Business Newspapers 325 Scientific Journals 326 Specialty Magazines and Newspapers 327 Hobby Publications 328 Major Mainstream Magazines 329 Go Horizontal Instead of Vertical 329 Build Your Personal Brand with Your Writing 330 Publication Rights 331 Create Your Own Articles' Niche 332 Getting Started 334 Getting Paid 336 Paying Your Dues 337 The Myth of "Exposure" 338 Do's and Don'ts of Writing for Publication 338 How Can Our Heroes Turn to Writing for Publication? 340 15 Personal Branding: Using What You've Learned to Land Your Dream Job 343 Using Your Network to Find a Job 347 Twitter: Make Job Connections in 140 Characters 347 Use LinkedIn to Make Job Connections 348 The Art of the Connection 348 Should You Connect Directly or Ask for a Connection? 350 Use LinkedIn to Get Inside Info 351 Creating a Resume 352 Should I Create a Paper Resume? 352 How Does Social Media Fit in Your Resume? 353 Six Tips for Listing Social Media on Your Resume 354 Do's and Don'ts of Resume Building 355 Don't Rely on the Job Boards 358 Try the Company Job Boards Instead 359 Use LinkedIn to Bypass the Job Board Process 361 Skip HR Altogether, and Work Your Network 361 Using Your Network to Land a Freelance Contract 362 How Can Our Heroes Find a Job Through Networking? 363 A Social Media Case Study 364 Another Social Media Case Study 367 Job Searching Tips in 140 Characters 368 Index 369
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Want a new job or career? Need to demonstrate more value to customers or employers? Use today's hottest social media platforms to build the powerful personal brand that gets you what you want! In this completely updated book, Erik Deckers and Kyle Lacy help you use social media to attract new business and job opportunities you'll never find any other way. From Facebook to Pinterest to video sharing, this book is packed with new techniques and ideas that are practical, easy, and effective. Deckers and Lacy show you how to supercharge all your business and personal relationships...demonstrate that you are the best solution to employers' or partners' toughest problems...become a recognized thought leader...and turn your online network into outstanding jobs, great projects, and a fulfilling, profitable career! DISCOVER HOW TO: - Choose today's best social media tools for your personal goals - Build an authentic storyline and online identity that gets you the right opportunities - Make the most of Facebook, LinkedIn, and Twitter--and leverage new platforms like Pinterest and Google+ - Build connections and prove expertise by sharing video on YouTube and Vimeo - Find yourself on search engines and then optimize your personal online presence - Promote your events, accomplishments, victories...and even defeats and lessons learned - Integrate online and offline networking to get more from both - Reach people with hiring authority and budgets on LinkedIn - Use Twitter to share the ideas and passions that make you uniquely valuable - Avoid "killer" social networking mistakes - Leverage your online expert status to become a published author or public speaker - Measure the success of your social media branding - Get new projects or jobs through your online friends and followers Learn more with Branding Yourself Video Lessons. For additional information go to quepublishing.com/BrandingYourselfVideos.