Online Reputation - Adam White @ EARN Bi-Regional Networking Conference 2011

These slides are from one of three presentations delivered on Thursday, September 22nd, 2011 at Luina Gardens in Stoney Creek, Ontario as part of the EARN Bi-Regional Networking Day conference for individuals in the Niagara and Hamilton employment industry.

This presentation was prepared and delivered by Adam White of JMR Logics in Niagara Falls, Ontario.

Transcript

1. These slides are from one of three presentations delivered on Thursday, September 22nd, 2011 at Liuna Gardens in Stoney Creek, Ontario as part of the EARN Bi-Regional Networking Day conference for individuals in the Niagara and Hamilton employment industry. This presentation was prepared and delivered by Adam White of JMR Logics in Niagara Falls, Ontario. Any images from the original presentation which may have been under copyright have been removed from this version. This presentation itself is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License. -Adam White
2. If you’re looking for the source of many of these ideas I’d suggest the following reading list: • “Crush It” by Gary Vaynerchuk • “The Thank You Economy” by Gary Vaynerchuk • “Unmarketing” by Scott Stratten • “The Whuffie Factor” by Tara Hunt • LinkedInfluence.com by Lewis Howes • “How to Win Friends & Influence People” by Dale Carnegie
3. As you know I consult and speak about social media and the Internet for a living and would love to talk to your company, organization, or industry group. Give me a call at 905-374-2878 or email me at adam@jmr.ca. Cheers! -Adam White http://www.jmr.ca http://about.me/adamwhite http://twitter.com/adamwhite http://ca.linkedin.com/in/adamvwhite
4. Bi-Regional Networking Day
5. Online Reputation Management
6. Why Online Reputation? The most technologically advanced company in the world exists to make finding information easier
7. Reputation vs Branding ‣ Same thing ‣ You’re all just search results ‣ Both “Adam White” and “JMR Logics” have the same challenges and (mostly) the same solutions
8. Society In Transition ‣ There’s a disconnect between social norms about privacy and what technology is capable of ‣ Legislation is 10+ years behind between social norms and technology. between legislation and technology
9. Why is it harder to maintain anonymity online?
10. It’s harder to stay offline ‣ There are social consequences for remaining offline ‣ Not invited to events, left out of friends lives. ‣ “Computer skill” is less of a barrier
11. The web is sticky ‣ Storage is cheap ‣ “Old” information doesn’t decay. It’s rarely lost. ‣ People don’t own the storage.
12. If you’re not talking, your friends are ‣ You may be mentioned by name. That’s a search result regardless of who created it. ‣ Tagged in FB photos, Flickr, etc.
13. Social networks are becoming more open ‣ Facebook was a walled garden but their competitors are not ‣ Google advocates “open” for search results
14. Your online brand already exists ‣ This isn’t an “opt in” discussion anymore ‣ You choose whether to exert some influence over your name as a search result, or you let the fates decide.
15. So what’s out there? You have a responsibility to find out
16. Search the predominant search engine for your personal / business name.
17. What to search for: adam white “adam white” “adam white” niagara adam white niagara adam white jmr “adam white” jmr
19. Be aware of your footprints ‣ Be mindful of where you put information online. ‣ Social media, blogs, message boards, comment sections under news articles
20. Footprints...
21. ...but what if you write under an alias?
22. Same goes for Organizations Your first step is to find out what’s out there. Even if you don’t have a website there may be content.
23. So what can you do?
24. Get serious about Privacy Settings Facebook’s defaults are very open. Take an hour and learn how to fix them.
25. Log out and view your profile On Facebook, LinkedIn, Twitter, etc.
26. Log out and view your profile On Facebook, LinkedIn, Twitter, etc.
27. Categorize your friends You can group Facebook friends into lists and share content with limited individuals.
28. Stop running away from yourself Take control of your online life by always writing with the public in mind. Own every word. Create content that reflects you.
29. Tell your story consciously What we say online is public and we should always be conscious of that. Everything has meaning. Everything sends signals.
30. What are we doing? Lifecasting Lifecasting
31. We’re telling our story
32. Subtext Implicit meaning. Something understood. Between the lines of your content. There’s subtext in everything we post online.
33. Subtext If you’re conscious of the subtext of what you’re saying, you’re self- branding. The reason you post something (or not) becomes clear.
34. Subtext If you ignore subtext social media can become a waste of time, frustrating, fruitless, and DANGEROUS to your brand.
35. Context Your online identity derived from... ‣Who you’re seen talking to ‣What info you’re seen sharing ‣What varied interests and subtexts you display through your patterns of communication
36. Context Context in social media closes the deal. ‣Should you follow @adamwhite on Twitter? Look at his feed. How annoying is he? How on point? How mechanical? Does he talk or advertise?
37. Context ‣ Should you talk to @ adamwhite? Does it look like he’ll answer? Does he answer anyone or just post links to his blog? When’s the last time he updated? Does he still care?
38. 10 Tips for Managing Your Online Brand
39. 1. Curate your own exhibit ‣ Use sites like About.me to present the ideal image of you and links your best content.
41. 2. Listen up! ‣ Set up Google Alerts to monitor mentions of your name. ‣ They can email you a summary daily (or use RSS / Reader)
42. 3. Get a headshot ‣ Get some appropriate pictures taken for use on LinkedIn, Facebook, Twitter. ‣ Different networks can use different pics as appropriate.
44. 4. Get serious about LinkedIn ‣ Google loves LinkedIn and ranks it highly. Make sure that’s where your “best face” is put forward.
45. 5. Always be you ‣ Have a personality. ‣ Don’t make “business you” a boring, neutered beige blob devoid of any humanizing quantities. ‣ Find the medium between “over sharing” and “being you.” It’ll make your online business life much happier.
46. 6. Give yourself a headline ‣ Name your brand ‣ If you can’t summarize your interests and professional life you might be overstretched ‣ NO “Jack of all Trades” Niagara New Media Punk
47. 7. Write a consistent bio ‣ Websites always want a bio. How long depends on the site. ‣ What’s your bio in 1 sentence? 1 paragraph? 3 paragraphs? Work it out before you need it.
48. 8. Update your accounts often ‣ Google likes it when things are updated. If you’re going to have an account use it. ‣ Out of date accounts LOOK abandoned. They don’t just vanish.
49. 9. Quality is King ‣ Create GOOD things. No amount of trickery can unseat relevant and high quality content as it’s GOOGLE’S ENTIRE PURPOSE to make relevant content found.
50. 10. Get geographic ‣ If your business corresponds to a region then make sure you’re associated with those places by name. ‣ Helps in search. Helps sort you out from the “other Adam Whites”