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Branding Yourself
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Table of Contents

I Why Do I Care About Self-Promotion?1 Welcome to the Party 3What 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? 6Personal Branding 6 What Is Personal Branding? 7 Go Brand Yourself 8 How to Build Your Brand 8The Five Universal Objectives of Personal Branding 9 Discover Your Passion. (Passion Is Fundamental to Achieving Your Goals.) 9 Be Bold. (It's Okay to Talk About Yourself.) 10 Tell Your Story. (Your Story Is What Makes You Special.) 12 Create Relationships. (Relationships Lead to Opportunities.) 13 Take Action. (Even a Small Step Is a Step Forward.) 14Who Needs Self-Promotion? 15Meet Our Heroes 172 How Do You Fit in the Mix? 19The Basics of Building Your Personal Brand Story 21 Writing Your Personal Brand Autobiography 21 Prioritizing When Writing Your Personal Brand Story 22 Writing Your Personal Brand Biography 23 How Do Our Heroes Use the Personal Brand Biography? 25Telling Your Complete Brand Story 27Do's and Don'ts of Telling Your Story 29 1. Don't Post Pictures That Would Shock Your Mother 30 2. Don't View Your Personal Brand Story as a Sales Pitch 30 3. Don't Post Something You Will Regret Later 30 4. Don't Ask for Things First.Ask for Things Second 31 5. Don't Get Distracted 31 6. Don't Underestimate the Power of Your Network 31 7. Do Invest in Yourself 32 8. Do Invest in Other People 32 9. Do Be Visible and Active 32 10. Do Take Some Time for Yourself 32II Your Network Is Your Castle-Build It3 Blogging: Telling Your Story 35What Is Blogging? 37A Clarification of Terms 39Why Should You Blog? 39Choose Your Blogging Platforms 41 Blogspot.com/Blogger.com 41 WordPress.com and WordPress.org 43 Other Blogging Platforms 44Which Platform Should You Choose? 47Setting Up a Blog 47Purchasing and Hosting a Domain Name 49Getting Inspired 49What Should You Write About? 50Finding Subject Matter 53How to Write a Blog Post 53Writing for Readers Versus Writing for Search Engines 55How Often Should You Post? 56How Long Should Your Posts Be? 57But My Posts Are Too Long 58Search Engine Optimization Through Blogging 59How Does This Apply to Our Four Heroes? 60Do's and Don'ts of Blogging 62 Do's 62 Don'ts 63A Final Note on the "Rules" of Blogging 634 LinkedIn: Networking on Steroids 65The Basics of LinkedIn 67 What's in a LinkedIn Profile? 67 Cool LinkedIn Features Worth Examining 71 Creating Contacts on LinkedIn 73 Transforming Your Contacts into Connections 77 The Importance of Recommendations 79Ten Do's and Don'ts of LinkedIn 82 1. Do Upload a Professional Picture 82 2. Do Connect to Your Real Friends and Contacts 82 3. Do Keep Your Profile Current 83 4. Do Delete People Who Spam You 83 5. Do Spend Some Time on Your Summary 83 6. Don't Use LinkedIn Like Facebook and Twitter 84 7. Don't Sync LinkedIn with Twitter 84 8. Don't Decline Invitations. Archive Them 84 9. Don't Ask Everyone for Recommendations 84 10. Don't Forget to Use Spelling and Grammar Check 855 Twitter: Sharing in the Conversation 87Why Should You Use Twitter? 88What Can Twitter Do for You? 89How Do You Use Twitter? 91 Creating a Twitter Profile 91 Getting Followers 92 Sending Out Tweets 93 Retweeting Your Content 94Applications for Twitter Domination 96 Desktop Applications 97 Web-Based Applications 98 Mobile Applications 100What Should You Tweet (and What Shouldn't You?) 101Do's and Don'ts While Using Twitter 104How Does This Chapter Apply to Our Four Heroes? 1056 Facebook: Developing a Community of Friends 107Why Should You Use Facebook? 108What Can Facebook Do for You? 109 Reconnect with Old Classmates and Co-Workers 110 Use a Facebook Page to Professionally Brand Yourself 110 Help a Cause and Be Philanthropic 110 Find and Attend Local Events 111What You Should Know First About Facebook 111 Professional Page and Personal Profile 112 The Basics: Creating a Personal Profile 114 Staying in Control of Your Profile 116Working with Your Personal Page Privacy Settings 116 Setting Up Your Privacy Settings for Your Personal Account 117Working with Your Customized URL 118How Can I Use a Professional Page for Personal Branding? 119Using Insights to Track Your Content Growth 120Setting Up Your Professional Page 122Top Five Tips for Using Facebook 123Ten Do's and Don'ts of Facebook 125 1. Do Upload a Real Picture 125 2. Do Share Industry-Specific Content 126 3. Do Use Your Email to Find Friends 126 4. Do Read the Terms of Service 127 5. Don't Use Inappropriate Language 127 6. Don't Spam People 127 7. Don't Poke People 127 8. Don't Tag Everyone in a Picture 128 9. Don't Sync Your Twitter Profile with Your Facebook Page 128 10. Don't Invite People to Your Professional Page Over and Over and Over 1287 Bringing It All Together: Launching Your Brand 129What Is a Personal Brand Campaign? 131How Do Our Heroes Build Their P&T Statement? 133Why Is a Personal Brand Campaign Important? 136Building Your Personal Brand Campaign 137 Developing Your Personal Brand Campaign 137 Implementing Your Personal Brand Campaign 138 Automating Your Personal Brand Campaign 140Unique Ways to Launch Your Branding Campaign 141How Should Our Heroes Launch Their Brands? 143Do's and Don'ts of Launching Your Personal Brand 1448 Measuring Success: You Like Me,You Really Like Me! 147Why Should You Measure 149What Should You Measure? 149 Reach 149 Quality Versus Quantity 150 Visibility 150 Influence 151How Should You Measure? 153 Measuring Your Blogging Effectiveness 154 Using Google Analytics for Your Blog 155 Measuring Your Twitter Effectiveness 159 Measuring Your LinkedIn Effectiveness 160 Measuring Your Facebook Effectiveness 161Ten Tools to Use for Measurement 164Effectively Measuring Your Personal Brand 165How Can Our Heroes Use Analytics and Measurement? 166Do's and Don'ts for Analytics and Measurement 167III Promoting Your Brand in the Real World9 How to Network: Hello,My Name Is 171Why Should I Bother Networking? 173A Networking Case Study: Starla West 174The Rules of Networking 175 It's Not About You 175 Giver's Gain Is Not Quid Pro Quo 176 Be Honest Online and Offline 178 You're Just as Good as Everyone Else 179 Avoid People Who Are Unhelpful 180Network with Your Competition 181Three Types of Networking 182 Networking Groups 183 One-on-One Networking 188 The Follow-Up 193 Be Honest 196Do's and Don'ts of Networking 197 Do 197 Don't 198How Would Our Heroes Network? 19910 Public Speaking:We Promise You Won't Die 201Case Study: Hazel Walker, The Queen of Networking 203Should I Speak in Public? 204No, Seriously 204But I Hate Speaking in Public 204Overcoming Your Fear of Public Speaking 205 Toastmasters 205 Classes at Your Local College or University 206 Seminars and Courses 206 Speakers Associations 207 Private or Executive Coaches 207Finding or Creating Your Own Speaking Niche 207How to Start Your Speaking Career 209Identify Speaking Opportunities 211 Industry Groups 212 Civic Groups 213 Conferences, Trade Shows, and Expos 213 Introducing Yourself 215 Promoting Your Talk 216How Does This Apply to Our Four Heroes? 218Giving Your Talk 219Important Technology Tips for Presenters 221Miscellaneous Tips, 140 Characters or Less 22511 Getting Published: I'm an Author! 227Why Should I Become a Writer? 229Publication Opportunities 230 Local Newspapers 231 Business Newspapers 232 Scientific Journals 233 Specialty Magazines and Newspapers 234 Hobby Publications 235 Major Mainstream Magazines 236 Go Horizontal Instead of Vertical 236Build Your Personal Brand with Your Writing 237 Publication Rights 239 Create Your Own Articles Niche 240 Getting Started 241 Getting Paid 243Paying Your Dues 244 The Myth of "Exposure" 245Do's and Don'ts ofWriting for Publication 246How Can Our Heroes Turn to Writing for Publication? 24712 Personal Branding: Using What You've Learned to Land YourDream Job 249Using Your Network to Find a Job 251 Twitter: Make Job Connections in 140 Characters 252 Use LinkedIn to Make Job Connections 253Creating a Resume 256 Should I Create a Paper Resume? 257 How Does Social Media Fit in Your Resume? 258 Six Tips for Listing Social Media on Your Resume 258 Do's and Don'ts of Resume Building 260Don't Rely on the Job Boards 263 Try the Company Job Boards Instead 264 Use LinkedIn to Bypass the Job Board Process 265Skip HR Altogether, and Work Your Network 266 Using Your Network to Land a Freelance Contract 267 How Can Our Heroes Find a Job Through Networking? 268A Social Media Case Study 269Job Searching Tips in 140 Characters 271Index 273

About the Author

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. Kyle Lacy is founder and CEO of Brandswag, a digital marketing firm working with businesses large and small. His blog, KyleLacy.com, has been featured on The Wall Street Journal online and many other blogs. He is also constantly ranked in many top blog sites around the world, most recently AdAge 150. Deckers and Lacy coauthored Twitter Marketing For Dummies.

Reviews

Praise for Branding Yourself "Branding Yourself is a good beginner's guide on how to build an online presence using social networks and blogs that will turn you into a thought leader or expert or just get you a job."-Dan Schawbel, #1 International Bestselling Author of Me 2.0 "The biggest problem most people have with embracing the power of online networking and personal brand building is they don't know where to start. Erik Deckers and Kyle Lacy take out the guesswork and roll the dice with platforms to find the right combination for you in this book. The book is a recipe for success...your success." -Jason Falls, SocialMediaExplorer.com "In this exceedingly useful book, Erik Deckers and Kyle Lacy provide step-by-step guidance for building and maintaining powerful personas. With wit, wisdom, and numerous expert tips, Branding Yourself is the new roadmap for navigating the sometimes complex world of personal branding. If your best marketing plan is you (and it is), then Branding Yourself should be your playbook." -Jay Baer, Coauthor of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social "Our parents taught us to find a great job with benefits, put money toward retirement, buy a home, and work hard, and you'll reap the benefits. Our parents were wrong. The job market was downsized; the retirement account was ransacked; the house lost its value; and working hard has only put you in the unemployment line. Those who personally branded themselves were able to capitalize on the down-turned economy, and their businesses exploded. Erik Deckers and Kyle Lacy are providing you the blueprint for kicking off your brand and effectively leveraging online technologies to transform your future. [This book is] a must read."-Douglas Karr, Founder of the Marketing Technology blog, CEO of DK New Media, and Author of Corporate Blogging for Dummies "In an environment filled with philosophy, platitudes, and '30,000-foot views,' Erik Deckers and Kyle Lacy give us a refreshing how-to guide for actually doing something meaningful through social media. Here's a trustworthy book to help you (and me) take real action to leverage emerging tools to create customers and make them happy!"-Trey Pennington, Entrepreneur, Story Prospector, Author of Spitball Marketing

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