{"id":38509,"date":"2015-10-09T14:06:09","date_gmt":"2015-10-09T21:06:09","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=38509"},"modified":"2016-06-01T17:28:44","modified_gmt":"2016-06-02T00:28:44","slug":"personal-branding-and-social-strategy-pubcon","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/","title":{"rendered":"Personal Branding &#038; Social Strategy Advice You HAVEN&#8217;T Heard, Live from #Pubcon"},"content":{"rendered":"<p>Personal branding and social strategy \u2013 it&#8217;s a subject close to all digital marketers&#8217; hearts. Mark Traphagen, Matt Craine and Mel Carson are speaking on this hot topic at Pubcon Las Vegas. Hear what they have to say on the importance of personal branding in a world where everyone is Googling everyone else.<\/p>\n<p><a href=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/10\/Branding-and-Social-Strategy-from-Proven-Experts1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-38513\" src=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/10\/Branding-and-Social-Strategy-from-Proven-Experts1.jpg\" alt=\"Branding and Social Strategy from Proven Experts(1)\" width=\"580\" height=\"303\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2015\/10\/Branding-and-Social-Strategy-from-Proven-Experts1.jpg 1200w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2015\/10\/Branding-and-Social-Strategy-from-Proven-Experts1-300x157.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2015\/10\/Branding-and-Social-Strategy-from-Proven-Experts1-1024x535.jpg 1024w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/a><\/p>\n<h2>Real People Power for Brands \u2013 Mark Traphagen<\/h2>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/MQ0s5yxTrP4rZS\" width=\"425\" height=\"355\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><em> <a title=\"Power of Personal Branding for Brands - Pubcon 2015\" href=\"\/\/www.slideshare.net\/marktraphagen\/power-of-personal-branding-for-brands-pubcon-2015\" target=\"_blank\">Power of Personal Branding for Brands &#8211; Pubcon 2015<\/a> from <a href=\"\/\/www.slideshare.net\/marktraphagen\" target=\"_blank\">Mark Traphagen<\/a><\/em><\/div>\n<p>Mark Traphagen (<a href=\"https:\/\/twitter.com\/marktraphagen\">@MarkTraphagen<\/a>), senior director of online digital marketing at Stone Temple Consulting, kicks it off. <em>How can personal brands work for business?<\/em> Businesses need to make real connections, he says, and that&#8217;s hard to do if you&#8217;re simply a brand. You need to create emotional connections with your consumers.<\/p>\n<p>&#8220;<strong>How do you take something as dead and inert as a brand and make it alive?<\/strong>&#8221; asks Traphagen. <\/p>\n<div class='tm-tweet-clear'><\/div>\n<div class='tm-click-to-tweet'>\n<div class='tm-ctt-text'><a href='https:\/\/twitter.com\/share?text=%22How+do+you+take+something+as+dead+and+inert+as+a+brand+and+make+it+alive%3F%22+-+%40MarkTraphagen&#038;via=bruceclayinc&#038;related=bruceclayinc&#038;url=https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/' target='_blank'>&#8220;How do you take something as dead and inert as a brand and make it alive?&#8221; &#8211; @MarkTraphagen<\/a><\/div>\n<p><a href='https:\/\/twitter.com\/share?text=%22How+do+you+take+something+as+dead+and+inert+as+a+brand+and+make+it+alive%3F%22+-+%40MarkTraphagen&#038;via=bruceclayinc&#038;related=bruceclayinc&#038;url=https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/' target='_blank' class='tm-ctt-btn'>Click To Tweet<\/a><\/p>\n<div class='tm-ctt-tip'><\/div>\n<\/div>\n<p>Build community. Moz does this spectacularly. One of their great successes has been building this active, passionate community around their brand. This community is, in turn, more inclined to try out Moz&#8217;s products.<\/p>\n<h3>The Brand Humanization Ladder<\/h3>\n<p>&#8220;We&#8217;re not all ready to be at every stage, but we can do something to start the climb. Humanize your business to make it more connectable with people,&#8221; says Traphagen. Here are the rungs of the ladder:<\/p>\n<p><strong>Cause Supporter<\/strong><\/p>\n<p>Get involved in things that people really care about. Traphagen shares an example of a pet insurance company creating content about not leaving pets in cars when it&#8217;s hot. People care about that, and that made them care about the pet insurance company by proxy.<\/p>\n<p><strong>Engager<\/strong><\/p>\n<p>Look for real conversations that they can engage in, in real time. Denny&#8217;s was on its way out as a brand. On the verge of bankruptcy, they began to listen online to what people were talking about. They learned it wasn&#8217;t about food, but about getting together with friends at 3 a.m. Denny&#8217;s began to engage in those conversations and made their brand &#8220;hipster cool.&#8221;<\/p>\n<p><strong>Employee Advocacy<\/strong><\/p>\n<p>Give your employees the freedom and tools to be involved in social on behalf of your brand. &#8220;Advocacy is born form culture, not technology or marketing,&#8221; says Jay Baer. You can&#8217;t order your employees to do this, but if you create a culture where your employees LOVE your brand, it will come naturally. Encourage it.<\/p>\n<p><strong>Personal Brand Representation<br \/>\n<\/strong><\/p>\n<p>Develop and encourage people to be personal brands. It can have a powerful effect because it is human. We have a desire to belong and to connect. We want that as humans. We want to converse. We want to speak and be understood. Conversations are extremely important. We&#8217;re very drawn to humans. It&#8217;s called pareidolia. Evolution has trained us to be drawn to other humans. Consider the now defunct Google authorship \u2014 Google recognized the value in seeing a real face next to a piece of content.<\/p>\n<p>Your brand will most rapidly and successfully gain the social trust of its audience when it is associated with powerful personal brands (i.e., individuals). As they go out into the world and connect with people, the authority of those people is transferred onto the company itself. Read more from Traphagen on personal branding here: <a href=\"http:\/\/stonet.co\/pbrmoz\" target=\"_blank\">stonet.co\/pbrmoz<\/a>.<\/p>\n<h2>Personal Branding: 10 Practical Tips \u2013 Mel Carson<\/h2>\n<p>Mel Carson (@<a href=\"https:\/\/twitter.com\/melcarson\">MelCarson<\/a>), founder of Delightful Communications, calls brand an experience. An effective brand, he says, is way more than a logo. What is the impression <em>you&#8217;re<\/em> leaving?<\/p>\n<p>He shares a quote from Seth Godin: &#8220;A brand is a set of expectations, memories, stories and relationships that, taken together, account for a consumer&#8217;s decision to choose one product or service over another.&#8221;<\/p>\n<p>Be discoverable. Be shareable. Be memorable.<\/p>\n<p>Build a brand through PR and social. Build relationships to become trusted. Differentiate through emotional connections to become more remarkable and unmistakable. Only 15 percent will be believe a brand, but 90 percent will believe a peer, friend or family member, according to Nielsen. Nurture your loyal fans.<\/p>\n<h3>Personal Branding Sweet Spot<\/h3>\n<p><a href=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/10\/FullSizeRender4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-38512\" src=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/10\/FullSizeRender4.jpg\" alt=\"FullSizeRender(4)\" width=\"580\" height=\"435\" srcset=\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2015\/10\/FullSizeRender4.jpg 3264w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2015\/10\/FullSizeRender4-300x225.jpg 300w, https:\/\/www.bruceclay.com\/wp-content\/uploads\/2015\/10\/FullSizeRender4-1024x768.jpg 1024w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/a><\/p>\n<h3>The Ten Personal Branding Tips<\/h3>\n<ol>\n<li>Own your own name.<\/li>\n<li>Invest in a professional photo. According to PhotoFeeler.com, the photos that resonate the most with others are close-up, smiling and showing teeth.<\/li>\n<li>Make your out-of-office email work harder. Don&#8217;t just say you&#8217;re out of the office. For personal branding, you should say <em>why <\/em>you&#8217;re out of the office. Offer a Twitter handle, an email signup, etc.<\/li>\n<li>Create a social media ratio that is 60 percent business and 40 percent personal.<\/li>\n<li>Be thoughtful about your bio on third-party sites.<\/li>\n<li>Label your photos with your name (for SEO).<\/li>\n<li>Add social channels and messages to emails.<\/li>\n<li>Make your business cards stand out.<\/li>\n<li>Make LinkedIn a living profile.<\/li>\n<li>Be social by design. Link channels and repurpose content.<\/li>\n<\/ol>\n<h2>Personal Branding of the Company: AKA Your LinkedIn Profile Probably Sucks \u2014 Matt Craine<\/h2>\n<p>Brand strategist Matt Craine (<a href=\"https:\/\/twitter.com\/mattcraine\">@MattCraine<\/a>) asks, &#8220;what is your brand?&#8221; It&#8217;s not what you think it is \u2014 it&#8217;s what <em>they <\/em>think it is. You don&#8217;t own your reputation. You&#8217;re at the mercy of what everyone thinks of you.<\/p>\n<p>Eighty-five percent of consumers rely on search engines to find a local business. Seventy-eight percent of consumers consult reviews or ratings before landing on a business. <a href=\"https:\/\/www.bruceclay.com\/blog\/local-businesses-need-reviews-12-seo-approved-ways-get\/\">Business reviews<\/a> are a really big deal. But what does this have to do with you as an individual?<\/p>\n<p>Everyone is a stalker. People are online researching people they&#8217;ve met in business. When you&#8217;re in business, you are getting stalked. Craine guarantees us we&#8217;re all being stalked.<\/p>\n<p>By association, you are part of the company brand. Everything online about an employee reflects on the company. With everything else equal, people buy from people they like.<\/p>\n<p>If you own or represent a business, you and every employee has to clean up their act everywhere:<\/p>\n<ul>\n<li>LinkedIn<\/li>\n<li>Google+<\/li>\n<li>Facebook<\/li>\n<li>Instagram<\/li>\n<li>Twitter<\/li>\n<li>Image search<\/li>\n<li>Videos<\/li>\n<\/ul>\n<p>Change your LinkedIn view settings. By default, your profile is not public. Change it to public. (He says that 67 percent of B2B marketers are actively using LinkedIn.)<\/p>\n<p>Buy the domain name for all your employees. It&#8217;s $10 for a domain. It&#8217;s $20-45 for a good WordPress template. It&#8217;s $10 a month for hosting (or less!). If you and your employees dominate the first page, you&#8217;re way ahead of the game.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personal branding and social strategy \u2013 it&#8217;s a subject close to all digital marketers&#8217; hearts. Mark Traphagen, Matt Craine and Mel Carson are speaking on this hot topic at Pubcon Las Vegas. Hear what they have to say on the importance of personal branding in a world<br \/>\nwhere everyone is Googling everyone else in the this <http:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon>in-depth liveblog<\/a>. Trust us, you don&#8217;t want to miss these tips!<\/p>\n","protected":false},"author":154,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[29],"tags":[6,39,1235,59,1234],"acf":[],"yoast_head":"<title>BruceClay - Branding &amp; Social Strategy Advice You HAVEN&#039;T Heard - #Pubcon Liveblog<\/title>\n<meta name=\"description\" content=\"Live from Pubcon, experts Mark Traphagen, Matt Craine and Mel Carson share insights you HAVEN&#039;T heard on personal branding and social strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding &amp; Social Strategy Advice You HAVEN&#039;T Heard - #Pubcon Liveblog\" \/>\n<meta property=\"og:description\" content=\"Live from Pubcon, experts Mark Traphagen, Matt Craine and Mel Carson share insights you HAVEN&#039;T heard on personal branding and social strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/\" \/>\n<meta property=\"og:site_name\" content=\"Bruce Clay, Inc.\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/KristiAnnKellogg\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-10-09T21:06:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-06-02T00:28:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bruceclay.com\/blog\/wp-content\/uploads\/2015\/10\/Branding-and-Social-Strategy-from-Proven-Experts1.jpg\" \/>\n<meta name=\"author\" content=\"Kristi Kellogg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@KristiKellogg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kristi Kellogg\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/\",\"url\":\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/\",\"name\":\"Branding & Social Strategy Advice You HAVEN'T Heard - #Pubcon Liveblog\",\"isPartOf\":{\"@id\":\"https:\/\/www.bruceclay.com\/#website\"},\"datePublished\":\"2015-10-09T21:06:09+00:00\",\"dateModified\":\"2016-06-02T00:28:44+00:00\",\"author\":{\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/e38d5d5a77441e36b35a1aca83550a39\"},\"description\":\"Live from Pubcon, experts Mark Traphagen, Matt Craine and Mel Carson share insights you HAVEN'T heard on personal branding and social strategy.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.bruceclay.com\/blog\/personal-branding-and-social-strategy-pubcon\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.bruceclay.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Personal Branding &#038; Social Strategy Advice You HAVEN&#8217;T Heard, Live from #Pubcon\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.bruceclay.com\/#website\",\"url\":\"https:\/\/www.bruceclay.com\/\",\"name\":\"Bruce Clay, Inc.\",\"description\":\"SEO and Internet Marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.bruceclay.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/e38d5d5a77441e36b35a1aca83550a39\",\"name\":\"Kristi Kellogg\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.bruceclay.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/b5af8167ea29741f9c83b1ed07028c60?s=96&d=retro&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/b5af8167ea29741f9c83b1ed07028c60?s=96&d=retro&r=g\",\"caption\":\"Kristi Kellogg\"},\"description\":\"Kristi Kellogg is a journalist, news hound, professional copywriter, and social (media) butterfly. 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