Personal Branding e Web Reputation for professionals
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The document outlines a consultancy firm's services focused on personal branding and web reputation management, addressing the importance of managing online presence. It highlights strategies for effective branding, the significance of consistent communication, and tools for measuring web reputation. Additionally, it emphasizes the need for proactive management of negative feedback to transform it into positive engagement.
Personal Branding e Web Reputation for professionals
- 1. Personal Branding & Web Reputation
- 2. Business consultancy firm, offering integrated consulting services from the start up to the management of merger and acquisition processes. www.4changing.it Professional and administrative services for all businesses and organizations: it provides assistance and consulting services in bookkeeping and accounting, management processes, personnel administration, support and advice on web communication and document management, welfare services and facility management. www.esse4bi.it Who we are
- 3. Agenda 1. The new context 2. Personal Branding 3. What is web reputation and why should you care about it 4. Now is up to you
- 4. Source: Internet World Stats 2012 The Internet population
- 5. The growth of the Internet population
- 7. What Epic Fails in Social Networks tell us The social networks are a social interaction place. The communication conveyed through them has to be managed in a way that is consistent with the personal aims. A wrong communication, misdirected, can become counterproductive, difficult to control and to manage consistently and constantly. Immediacy This is an outrageous, offensive comment that does not reflect the views and values of IAC. Unfortunately, the employee in question is unreachable on an international flight, but this is a very serious matter and we are taking appropriate action. (IAC)
- 8. What Epic Fails in Social Networks tell us
- 9. New paradigms, New professionals… New world Big Data & Open Data Data Scientist Internet Of Things
- 10. Agenda 1. The new context 2. Personal Branding 3. What is web reputation and why you should care about it 4. Now is up to you
- 11. Personal Branding Your Brand: «The reason why a new client looks for you» Personal Branding: • Identify your strenghts and what makes you unique among your competitors • Communicate efficiently what you do, how you do it and what are the benefits that you bring to your clients
- 12. Personal Branding: the strategy elements Personal Branding Networking Clients Portfolio Professional promotion Communication Planning I am already implementing OFFLINE my own PB strategy
- 13. Personal Branding market strategies Clients Low net worth Portfolio Wealth Advisor mkt strategy Maturity strategy High net worth Development strategy
- 14. Agenda 1. The new context 2. Personal Branding 3. What is web reputation and why you should care about it 4. Now is up to you
- 15. Brand: what you offer Reputation: what your Clients buy Reputation Personal Experience Achievements Word of mouth … Consistency
- 16. What do people say, post, , comment… about me and my company on the Internet Web Reputation Even with low online activity!
- 17. Web Reputation issues Exponential increase of the channels: • Anonymity chimaera • Immediate recognition • Reviews, buzzwords,… • Actual difficulty to implement the «right to be forgotten»
- 18. In order to set a consistent Personal Branding strategy we need to manage proactively our Web Reputation Measure Manage Maintain Web Reputation Management
- 19. Personal Branding market strategies Low net worth Proactive-led actions: • SEO and SEM • Social Network activity (LinkedIn, Facebook, ecc.) • Specialized forums • Regional-based strategy (specific social networks) High net worth Monitor-led actions: • Minimalist website • Social networks respond-strategy • Institutional forums and web presence • Continuous monitoring
- 20. Agenda 1. The new context 2. Personal Branding 3. What is web reputation and why you should care about it 4. Now is up to you
- 21. Tools & Hints We present now some easy-to-use and practical tools that everyone can start to use immediately. A thorough Personal Branding & Web Reputation strategy, implemented by a consistent set of advanced tools, needs necessarily a deep and professional analysis and program.
- 22. Ego-Surfing Ego-surfing refers to the act of using search engines to seek references to one's own website, or to view webpages that mention your own name (or company name). Tools: - Search Engine (advanced settings) - Google Alerts - Mention - Talkwalker
- 23. Advanced Search & Alert examples
- 24. Advanced Search & Alert examples
- 25. Influence rate Network extension Generated Contents Feedback Klout: measure and rank the social network influence Uses social media analytics to rank its users according to online social influence via the "Klout Score", which is a numerical value between 1 and 100. In determining the user score, Klout measures the size of a user's social media network and correlates the content created to measure how other users interact with that content.
- 26. Alexa: analyze the competitors’ web presence • Data collected through Alexa Toolbar • Useful for raw statistics about the number of accesses and the keywords used for specific results. • Reliability questioned: significance of the statistical sample; indipendence…
- 27. Analytics We can monitor: - entry page - source - keywords - bounce rate - session duration - demographics Search Engine Optimization Direct mail/newletter optimization Master Diritto ed Economia
- 28. Analytics – SEO & SEM Keywords Pagina BAICR – Master per la scuola
- 29. Analytics – SEO & SEM for pictures Master online per docenti.jpg
- 31. A final hint: turn the problems into opportunities • While you want customers talking about you and providing feedback, it is still up to you to respond to negative comments and reviews about specific issues so that they can be turned into a positive result. • A negative review is bad, but it is ALSO is a great opportunity for you to turn something bad into something good – if you act and respond promptly and adequately • Since negative reviews and comments are public, and everyone can see them, you can show off your customer support and satisfaction by turning an unsatisfied client into a satisfied client • “Take advantage” the virality of negative messages
- 32. Q&A
- 33. Emanuele Rizzardi erizzardi@4changing.it Partner, 4changing @emarizzardi Lucio Fumagalli lfumagalli@esse4bi.it President, S4B President, BAICR cultura della relazione @luciofumagalli Thank you for your attention!