offline opportunities to strengthen personal brand

Personal brand development is not unique to the digital environment

A few days ago I saw a video William Arruda which it interested me the use of a word almost forgotten today: The real world, also technically it is known as the offline world.

It may seem shocking to talk about the real world is an exception, but in this case, Arruda justifies him with an invitation to convert a actual event (offline) in a online event.

We could set an example. Imagine you're a marketing specialist and you have to give a talk about the importance of packaging in communication. this event, that may come 20 or 30 people, can become an excellent reinforcement of personal branding if the resources are properly provechan 2.0., becoming a fact in a virtual phenomenon.

Before the event begins, and we could draft a Press release and send it via email to industry magazines (in this case branding, graphic design, packaging) and also some more general support.

Then we could publish a post in our blog to publicize our virtual community our talk, and not only that: We could ask our readers to give us their inputs packaging on the environment, something that will enrich our presentation.

We may also update our status in social networks, from professional and LinkedIn, Plaxo, Viadeo or Xing to personal as Facebook or microblogging as Twitter.

When the talk takes place, remember the organizers that we are interested in a copy of filming, because with a good editaje we have the same material in order to create small clips YouTube.

Talk to share with our community follow the same steps: blog post, tweet, upgrade networks, but here we can also publish the powerpoint used in chat SlideShare oa Issuu.

Definitely, an offline event can become a major event on the network without overexertion.

Any tips to survive on LinkedIn

It is indisputable that LinkedIn It has established itself as the main network networking world. Launched ago 6 years from Mountain View, California, today has about 70 million professionals. LinkedIn is an average visit 37 minutes per month, and Spain is the 7th country in the ranking with nearly LinkedIn 700.000 users, after the US, India, United Kingdom, Canada, Italy and Germany. Although not the subject of the post, If still you wonder what is and what is LinkedIn, here I hang a training video:

[youtube=https://www.youtube.com/watch?v = ZVlUwwgOfKw&hl = en_US&fs=1&]

When we analyze the different profiles found on LinkedIn, it is easy to discover facts profiles on the run, no photo, with little contact details, no history of companies in which it has worked, without updating. It is disappointing that many people believe to be “to be” LinkedIn without further. LinkedIn serves to generate active networking, to discover interesting profiles, to offer our services. That's not “to be”, that gigs there a bit and make it clear who we are (professional level), where we are and what we aspire.

We have to imagine that LinkedIn is our website. Update it, take care, explain our projects or you can attract colleagues or customers. Here are some tips on how to make best game:

  • Being Being: LinkedIn is an inviting place to be descriptive, is strategic-not tactical, so it's best to avoid short sentences powerpoint style, and try to explain our achievements, our contributions in a clear and descriptive manner.
  • introduce ourselves: I have seen many people do not fail the “abstract”, a perfect place to count 4 lines what we have done. Nor is customary to fill paragraph “specialties”, piece keywords to find partners, partners or customers. And the photo. Some believe it is not important. It is. The face is the mirror of the soul.
  • How much more, better. Unlike other social networks, LinkedIn is interesting to show off a bit. One should not be any previous work insignificant it may seem. There may be a stage done in our student days the doors open to an offer.
  • We use professional jargon: Knowing the language of each sector is important. There are endless ways to describe what you do, but the sector jargon is clear, concise and understandable. If I want to attract employees in the sector of mouth / ear I'll use the term marketing “Wominomics”, based on the industry “word of mouth”.
  • Jobseekers, dilo. Nobody likes to say he is looking for work. But if you are looking for, dilo. Otherwise, nobody will notice you as a candidate “available”. It is perfectly feasible to write under your name “environmental marketing specialist”. That is not fooling anyone, It is a mix of your education with your career. But if you do not currently work at any company, let it clear.
  • Do you speak languages? LinkedIn is a global medium, and allows a single page have different profiles depending on the language. A sample: Here's my public profile Spanish, English and Catalan.
  • Show your profile more social: LinkedIn is a perfect setting for creating and tracking groups professionals. They come in all colors and for all tastes. Subscribe to groups allows you to receive information about our industry and participate in discussion forums. In addition, creating groups can help generate traffic for our own business, blog…

Here's Part 2: Any tips to survive in Linkedin II

Who says that a resume can not be emotional?

Globalization and widespread standardization have made it possible all curricula of the world are equal, almost clonic. We are surrounded by webs, consultants, regulations say how it should be written a resume. It's curious, almost all agree at all. Dates in order of most recent to oldest, without excessive personal data, written in 3rd person ...

The main conclusion is that today, A resume is something really bored, frio e impersonal. And the question is are we sure that this is how we want to see?.

Let me propose another way to make. to get started, Why not video?. Let's be honest, paper do not know how you are, What tone of voice you, what you look ...

More things, Why not a curriculum with a little history? A sort of story. I do not know you, but I am very interested to know why someone decides for whatever career, one or another profession. What is the trigger?. That says a lot of people. So get exclusive curriculum, unique, personal.

to sample, a button. There I leave my trigger:

I decided on advertising to 14 years old . then Paco, a guy dressed in hippy with a supermoto often came home to find his girlfriend My aunt Elena. It was the year 1975, and that look so extreme, the motorbike, blonde, the glamor ... called my attention. It went against everything established, breaking the codes of the time, He was transgressive. I asked my aunt what worked her boyfriend. "It ads", He said "works in an advertising agency". Two years, when I was 16, I made my first stage of practice in which Paco agency was Creative Director. I am now advertising, and since then I have always worked in the communication environment. Perhaps you will ask me what has become of Paco. Another day I tell you (I swear).


<!–[if gte mso 9]> Normal 0 21 false false false ES X-NONE X-NONE MicrosoftInternetExplorer4 <![endif]–><!–[if gte mso 9]> <![endif]–> <!–[endif]–>Globalization and widespread standardization made it possible for all the world curriculum are equal, almost clonic. We are surrounded by webs, consultants, regulations say how it should be written a resume. It's curious, almost all agree at all. Dates in order of most recent to oldest, without excessive personal data, written in 3rd person ...The main conclusion is that today, A resume is something downright boring, cold and impersonal. And the question is are we sure that this is how we want to see?.

It's not about the number of contacts, This is how we interact with them

In our personal brand management, often confused with quality amount.

It is true that the networking It is based on propabilidades, and the taller, better. It is also true that we are in the era of affinities, personal segmentation, del one-to-one, and, in, from personalization. To have 5.000 contacts LinkedIn It is very interesting, but it will be even more if we divide this heritage in related groups (consultants, managers, thinkers, journalists….) and we address them in a manner more akin.

Both Facebook and LinkedIn, Plaxo, Viadeo… Contact hunting sometimes becomes a nonsense. I can understand that a political candidate need a very broad base of “friends” for desvelear agenda, their thoughts and proposals. Perhaps the problem lies in the nomenclature “friends”. I do not deny that there may be someone with a lot, many friends. But these figures we see often 5.000 friends are unreal. In our personal brand management, often confused with quality amount.

Twitter case is somewhat different, since that's possible “follow” people for what they think and what they write, not because our relationship with those people. Twitter, Besides, its interface offers the ability to create affinity groups. So that, according to the mood of the moment, one would want to read things “Coach”, of “politicians” it “football”…

Twitter offers the ability to create affinity groups

In the background, online contact management should not be far from the offline management. When you create a database, there is always a field that defines the sector. That's the key customization. So that, It's not about the number of contacts, is about how we interact with them.

The importance of original content on the Internet

It comes to my mind's blog Ramon Espadaler, deputy of the Parliament of Catalonia. Always, subtitled your posts, uses the expression “unpublished article” (unpublished article). In this case, expression refers to ineditado, new.

And there for less. When you surf the blogs using labels or tags, very often you find the same article in 16 blogs, more or less personal dressing. Usually it is news that caught our attention and reproduce literally (not going to be that adulteremos). Not a bad thing to echo the news, especially that we get more attention or which are related to our environment.

But in the midst of reproduction, we need to publish original content -unprecedented, as would Espadaler-. If we do not publish original content, our readers would not be our position clear. Yes, re-edit it is interesting, but it is even more when we.

Creating content is, simply, a combination of data, skills and time. Nothing else is needed. Journalists know it well. Getting the data is not too difficult if you enroll in some Google alerts and read the press regularly. The abilities (skills, in English, it sounds better) It is the most complicated part, since it depends on the grace having one to combine data, clothe them and raise them in an attractive way (storytelling), and add new ideas. Finally, time. Time is often what prevents draw out a lot of talent. You have to take time from anywhere, time should never be an excuse for not writing. If you have time to think, You have time to write.

The writing serves the same for blogs and to Twitter. Twitter is widely used in the resource retweet something we like. And this is good, but it is also one explain things, without reaching that of “taking morning coffee” that -frankly- does not interest anyone.

By the way, This post is unprecedented.

You do not want to be a white mark

Mathematics do not lie. The White marks or brands and distribution mean the 50% the market in many sectors.

The preguntaréis Are white markings are required? From a cyclical point of view, we might agree that if, They are necessary. But from a marketing angle, I dare say that white markings are the expression of the failure of copyright marks. If I do not say, reviento.

Many brands They have failed to justify their value. If we add that many trademarks manufactured for distribution brands, chaos is already on the table. This murderer cocktail has been caused, among other things- the linearity of communication, very persuasive short-term campaigns, but with no emotional projection of the brand values long-term.

And the people, Can people become white markings? Without a doubt.

Before, go unnoticed was worth. In the mili, for example, It noted above or below was a contrasting danger. People should do the right thing, the scheduled, the established. The difference was not primada.

But now, uy now… Now you have to manage themselves differently, more aggressive, very focused. Creativity is the difference. Which he does not project something falls on the spiral of boredom, vacuum, with the risk of becoming a personal brand white. Please Google, googles your name… ¿No sales?, you are a white label.

If that is your case, I suggest a visit to paragraph “Contact“. Few sessions we can turn around the situation, uncovering the powerful personal brand, unique and wonderful that is within you.

Provocation as a personal brand

What they have in common Jose Mourinho, Mick Jagger, Lady Gaga, Paris Hilton, Iggy Pop, Belén Esteban,Hugo Chavez and Michael Moore?

It is clear, your personal brand is the provocation, the controversy. In many cases, skill and fame preceded the controversy, as in the case of Mick Jagger. But the vast majority achieved through behaviors headlines surrounded by controversy and conflict:

Jose Mourinho: One of the star coaches, recently signed by Real Madrid. Your personal brand is the controversy, always focused towards the opposing teams. He loved by his people and hated by the rest, it seems that this hatred increase its “hidden”.

Lady Gaga: With only 23 years this singer, composer, neoyorkina dancer and keyboardist has managed to monopolize the covers of half the world. His secret is undoubtedly the erotic provocation, that appears in many of its clips, in the wake of Madonna.

Here his most provocative video:

 

Iggy Pop: Called James Newell Osterberg actually, the godfather of punk. In a performance I had the idea of ​​masturbating in public, and it was common to see cut with broken glass on stage.

Paris Hilton: His great-grandparents founded the Hilton hotels, and as a result she inherited 365 millions of dollars. Drunk driving arrest, speeding, driving without a license, without lights at night, for violating his probation. Disinherited by her grandfather, It was also famous for a video circulated by world practicing fellatio.

Belén Esteban: The Spanish representative of the brand has little controversial career to his credit. His fame due to a loose tongue and the tremendous audience that raises its simplicity (something low cultural level) and the constant attacks on their opponents. Many have dubbed the Queen “freak”.

Michael Moore: This documentary filmmaker and writer has been the scourge Bush and American establisment. He began narrating the slaughter in “Bowling for Columbine”, He followed with “Farenheit 9/11”, where uncapped economic ties between the family of President Bush, The Royal Family Saudi and the family bin Laden. In “Sicko”, his last movie, denounces the US health system.

Hugo Chavez: Venezuelan President he highlighted by his polemics around Bush and King Juan Carlos, among many, many others. In a lectern where Bush had spoken the day before, Chavez began his speech with “here still smells sulfur”. The king is too well known, he deserved a “Why do not you shut”.

In many cases the fact of being controversial can ensure widespread coverage of users when the message context breaks the established schemes or presented in any way unconventional or provocative to generate greater impact. Definitely, your brand is controversial.

Paris Hilton: His great-grandparents founded the Hilton hotels, and as a result she inherited 365 millions of dollars. Drunk driving arrest, speeding, driving without a license, without lights at night, for violating his probation. Disinherited by her grandfather, It was also famous for a video circulated by world practicing fellatio.

Cristiano, Mourinho and Messi become brands

We read this interesting article La Vanguardia Digital (Source EFE) in which Cristiano Ronaldo, Jose Mourinho and Leo Messi They have stepped protected as “brand” commercial recognized before the Office for Harmonization in the Internal Market (OAMI) from EU.

Here's the link from the article.

Is it always good your people are your brand?

Attached article Tino Fernández on personal branding published in Expansion and Employment, with the collaboration of Guillem Recolons

Many companies are wary of key professionals who reach higher prominence of corporate identity. Difficult fight it.

Expansion and Employment

They are outstanding ambassadors of companies, their brands and their products. But his strong communication skills, the amount of fans who drag and reaching prominence, driven by social and professional networks, Scares more than one company.

Eva Levy, socia founder of Eva Levy & Partners, He speaks of talented employees who are excellent communicators. This is key professionals who have understood the power of social networks by marketing your personal brand while driving their signatures, creating real economic value and establishing relationships with customers, the media, analysts and shareholders.

Monica Deza, managing partner of W&M Consulting Group, adds that these key employees take advantage and circumstances of a new economic paradigm: “More and more freelance in what is known as the gigeconomy, small work environment. It is well-trained professionals, with good management of your personal brand and leveraging talent outside organizations, with great potential to develop their own career”. Teach people where the key is the sum of your personal brand with the company is an undoubted benefit to the company itself.

new experts
Dan Schawbel, Managing Partner of Millennial Branding and author of the bestseller Me 2.0, It ensures that the recession mean it is not enough to be good at the job itself. “The economic scenario requires everyone to be an expert in your field. Increasingly, you need to be creative to distinguish themselves from others. Your people are your brand -talento is the same as brand-, and a company must decide whether to finally allow their employees this type of evangelization. The advantage of doing this is to have a much more powerful voice, with a more consistent for customers and employees feel empowered and more productive message. If companies do not see their staff as ambassadors for their own brand risk losing them to other companies”.

Guillem Recolons, founder Lateral Consulting, explain what “organizations are realizing that it is increasingly difficult to curb the fact that talented people develop a strong identity. It is better to support them, because ultimately they are in favor of the Corporation, provided that such personal brand is linked to it. Must make way to develop that personal brand, to talk about her in the company, because it is a means of communication with more strength and credibility that corporate messages. And it should be linked to positive values ​​of the firm”.

Stop or restrain
Eva Levy agrees that “If you do not have no differences and the best is not possible to survive in such a competitive market. Today there is a need to distinguish companies, and this is more common for people who for products. So far the organizations gave little importance to these professionals”.

Levy warns that, evidently, that visibility may imply that headhunters and other companies can bid on these brightest professionals. The question is how to retain talent, and this implies more a symbiosis that offer more money. Finding the best has to be constant.

Monica Deza says “Companies are made by people. Many companies are in the process of stopping talent, instead of holding it. Efforts should be that people do not go, investing in it”. In this regard Andrés Pérez Ortega, personal branding expert, He states that one of the keys is “grasp that 1% of professionals who really want to develop this type of activity, using as a marketing tool that minority that is willing to stand. HR directors must pass personal brand managers”.

Sintonía
Meanwhile believes Dan Schawbel “to recruit every professional must be sure that there is a vision and a common mission, and brand attributes. If you do not hire talent that can be integrated into the corporate culture, This can leave the organization in a short time and ruin the corporate environment”.

The idea is that, once it captures the right employees, it is necessary to train them in all that relates to the agenda of the company and allow the use of social media to build your brand and support the mission of your company.

Schawbel believes that “personal branding becomes selfish and try to be more important than the company itself when the person and organization are not in tune. That's when the employee tends to leave the organization, create your own or to work for another company which itself is aligned with its main interests”.

Guillem Recolons It also refers to the fear that show numerous firms about the possibility of developing personal brands. “In this case adversely they affect people who are not happy in your company. Create your personal brand to say 'Here I am!’; It is an alternative way out of the company. Ideally, organizations know what employees can expect, and they know that companies have them”.

Andrés Pérez recalled that “many companies are afraid of the information coming out, that the perception we have from the outside is not that controls the communication department. The image offered by the company which is not desired to be taken. It is an absurd fear of losing control, because you can not hide or try to control, but make the most of the ability to communicate and promote visibility tools”.

The impressive history of the guy who found the job he wanted using Google Adwords

Subtitle: And it only cost 5 €!!

Sub-Subtitle: Based on a true story

Imagine your life's dream is to find work as a copywriter in one of the 5 best agencies in the country. Imagine also, you're broke and you can not spend more than 4 or 5 € to get your azaña.

I would say the same if your goal is to get into one of the best law firms, economists, engineers. I would say the same if you want to find a good place schoolmaster, commercial manager or whatever you want.

It is easier than it seems to be. You enter Google, are looking Google Adwords and buy some keywords. If you want to buy "adman" will cost a paste. And we only have 4 5 €. Adwords formula is not closed price, if not you pay for auction. If no one wants what you want, will cost 0,15 by clicking, really cheap. But if you want to buy general words like "creative side”, Be prepared to pay a pretty penny.

In our history, what we do is Buy the names of the best creative advertising the country. Why?

Because when searching your name on Google you will find our ad: "Hello Creative Director XXXX, Googlearte yourself is fun. Hire me as a creative in your company, as well. Giving me a call. You are late."

Well, this little story is true, and it ended well. Our friend, whose real name is Alec Brownstein He managed to enter as a senior editor at Young & Rubicam. the contrato Scott Vitrone, a creative director who was amazed Alec's ability to attract attention.

I thank my good friend and companion Linda Reichard by publishing it in its LinkedIn. The story published last 18 May the online newspaper "The Globe and Mail”, and here is the link to see the full story, including an interview with the protagonists.