Index
A
accomplishments, prioritizing, 23–24
active voice, 349
add-ons, 52
advertising via Facebook, 131–132
Akismet, 57
all rights, 324
Allen. See Influencer (Allen)
allied industries, writing articles for, 319–320
alternative text, 73
analytics. See also measurement
Google Analytics
installing, 234
terminology, 235
viewing website performance, 235–237
rules of, 245
Anglotopia.com case study, 49–51
anonymously Googling yourself, 185
applications with Twitter, 107–108
articles
forwarding, 274
writing
for business newspapers, 318
for hobby publications, 320–321
for industry trade journals, 319–320
for local newspapers, 317
for mainstream magazines, 321
for trade segment magazines, 321–322
authority posts, 64
authors, need for self-promotion, 17. See also publishing writings
automation stage (personal brand campaigns), 217–218
avatar/photo (LinkedIn profile), 79
average time on site, 235
B
Ball, Lorraine (public speaking case study), 287–288
Beth. See Climber (Beth)
biographies. See personal brand stories
Bitly, 243
Bledsoe, Jackie (writing case study), 314–316
Blogger. See Blogspot
Anglotopia.com case study, 49–51
Climber (Beth), 71
defined, 44
domain names, buying/hosting, 58–59
effectiveness, measuring, 231–237
Free Agent (Darrin), 71
Influencer (Allen), 72
inspiration for, 59
Neophyte (Carla), 72
platforms for, 46
search engine optimization (SEO), 64–66, 69–71
subject matter, finding, 62
bragging, self-promotion versus, 12–14
brands, 6
breakout speaking sessions, 296
Brogan, Chris, 21
Brown, Sheryl (personal brand campaigns case study), 212–214
business cards, handing out, 264–265
business newspapers, writing for, 318
C
cameras, shooting videos with, 148–149
Carla. See Neophyte (Carla)
case studies
Anthony Juliano, 91
Dave Delaney, 278
Lynn Ferguson & Mark Tweddle, 149–151
“Marketing Over Coffee” podcast, 179–180
choosing
niche
for published writing, 325–326
themes for blogs, 57
URLs for blogs, 57
civic groups, public speaking opportunities with, 295
classmates, connecting via Facebook, 122
click-through rate, 190
Climber (Beth), 19
blogging, 71
Facebook Causes, 123
job seeking, 358
launching personal brand campaign, 221
LinkedIn recommendations, 88
P&T statements, 209
public speaking, 307
publishing writings, 333
social networking, 181
Twitter usage, 118
coaches for public speaking, 287
college classes on public speaking, 286
comments on blogs, 232
company, starting own, 356–357
company information, finding while job seeking, 341–342
company profiles (LinkedIn), 352
competition, networking with, 258–259
conferences, public speaking opportunities at, 295–297
connections
on Facebook, 122
on LinkedIn, job seeking via, 338–342
quality versus quantity, 228–229
contacts
inviting to connect on LinkedIn, 84–86
content marketing, storytelling in, 22
contributor copies, 328
conversion tracking, 233
Creative Commons licenses, 156–158, 304
publication rights, 324
co-workers, connecting via Facebook, 122
Creative Commons licenses, 156–158, 304
cross-over topics in public speaking, 294
Crush It! (Vaynerchuk), 11
customized URLs on Facebook, 130
D
Darrin. See Free Agent (Darrin)
degrees of connectedness (LinkedIn), 77
Delaney, Dave (networking case study), 278
design of website, 192
development stage (personal brand campaigns), 214–215
digital cameras, shooting videos, 148–149
discovering
niche
for published writing, 325–326
dishonesty, dealing with, 277
domain names, buying/hosting, 58–59
dues-paying, as writer, 329
E
education section (LinkedIn profile), 79–80
effectiveness, measuring
Facebook, 239
ego surfing. See reputation management
electronic rights, 324
email contacts, inviting to connect on LinkedIn, 83–85
email introductions, 272–274, 297, 338–341
email newsletters, 175–176, 266
embedding
employment, finding. See job seekers
employment section (LinkedIn profile), 78–79
encryption, 190
entrepreneurs, need for self-promotion, 18
F
Climber (Beth), 123
effectiveness, measuring, 239
Free Agent (Darrin), 123
Influencer (Allen), 122
Neophyte (Carla), 123
photo sharing on, 156
professional pages
profiles
customized URLs, 130
linking on LinkedIn, 83
terminology, 124
Facebook Causes, 123
face-to-face networking. See networking
fear of public speaking
college classes, 286
private coaches, 287
seminars, 286
speakers associations, 287
finding
company information while job seeking, 341–342
employment. See job seekers
local events via Facebook, 123
niche
for published writing, 325–326
subject matter for blogs, 62
First North American serial rights (FNASR), 324
first rights, 324
Fishkin, Rand, 151
Flash, 194
Fogarty, Mignon
podcasts, 177
followers (Twitter)
quality versus quantity, 228–229
forwarding articles/links, 274
of group networking events, 266–267
sharing opportunities, 275
forwarding
articles/links, 274
opportunities, 275
Free Agent (Darrin), 20
blogging, 71
job seeking, 358
launching personal brand campaign, 221
LinkedIn recommendations, 90
networking, 282
P&T statements, 210
personal brand stories, 29
professional branding on Facebook, 123
public speaking, 308
publishing writings, 333
social networking, 181
Twitter usage, 118
Free: The Future of a Radical Price (Anderson), 61
freemium services, 201
Frei, Terry, 36
G
Gmail accounts, 85
search engine optimization (SEO), 64–66, 69–71, 187
video usage statistics, 142–143
Google Alerts, 198
Google Analytics
installing, 234
terminology, 235
viewing website performance, 235–237
Google Chrome, 108
Google Image Search, 199
Google Photos, 153
Googling yourself, 183–185. See also reputation management; search engine optimization (SEO)
anonymously, 185
Google Alerts, 198
Google Image Search, 199
social media footprint, 185–187
group networking events. See networking groups
H
<h1>, <h2> tags, 190
@HaggardHawks case study, 99–103
headlines, 70
hobby publications, writing for, 320–321
honesty
dealing with dishonesty, 277
importance in networking, 256
when avoiding meetings, 276
hooks in personal brand stories, 24–27
horizontal segments, vertical segments versus, 321–322
Howell, Park
podcasts, 176
storytelling case study, 29–31
how-to posts, 64
HR department, avoiding, 352–353
I
implementation stage (personal brand campaigns), 215–217
industry celebrities, networking with, 257–258
industry groups, public speaking opportunities with, 293–295
industry trade journals, writing for, 319–320
Influencer (Allen), 19
blogging, 72
connecting via Facebook, 122
job seeking, 357
launching personal brand campaign, 221
LinkedIn recommendations, 88
networking, 281
personal brand stories, 27
public speaking, 307
informational interviews, 354–356
inspiration for blogging, 59
installing Google Analytics, 234
interviews, informational, 354–356
introductions (email), 272–274, 297, 338–341
Javascript, 193
job boards
job seekers
job boards
need for self-promotion, 18–19
networking
avoiding HR department, 352–353
Climber (Beth), 358
Free Agent (Darrin), 358
freelancing/starting own company, 356–357
Influencer (Allen), 357
informational interviews, 354–356
LinkedIn company profiles, 352
Neophyte (Carla), 358
Twitter, 338
warning about, 338
résumés
social media skills on, 343–344
Juliano, Anthony (LinkedIn case study), 91
K
keynote addresses, 297
Keynote presentations, technology tips for, 303–307
Keyword Position Monitoring Report Service, 243
Klout, 243
L
launching
personal brand campaigns
Climber (Beth), 221
Free Agent (Darrin), 221
importance of, 211
Influencer (Allen), 221
Neophyte (Carla), 221
public speaking career, 291–292
case studies, Anthony Juliano, 91
Climber (Beth), 88
contacts
degrees of connectedness, 77
effectiveness, measuring, 239–240
Free Agent (Darrin), 90
Influencer (Allen), 88
job seeking via
company profiles, 352
Neophyte (Carla), 90
personal branding features, 83–84
profiles
photo/avatar, 79
links, forwarding, 274
LION (LinkedIn Online Networker), 87, 90, 92–93
list posts, 63
listening to podcasts, 176
listing qualities for personal brand, 7–8
live streaming. See videos
local events, finding via Facebook, 123
local newspapers, writing for, 317
The Long Tail (Anderson), 70
M
magazines
contributor copies, 328
simultaneous submissions, 322
writing for
mainstream magazines, 321
trade segment magazines, 321–322
MailChimp, 175
mainstream magazines, writing for, 321
Mansfield, Heather, 61
“Marketing Over Coffee” podcast, 179–180
McGeogh, Dewey, 146
measurement. See also analytics
of effectiveness
Facebook, 239
rules of, 245
tools
Bitly, 243
Hootsuite, 243
Keyword Position Monitoring Report Service, 243
Klout, 243
Website Grader, 243
what to measure
quality versus quantity, 228–229
reach, 227
visibility, 229
meeting new people, 262
meetings
Microsoft Word, blogging with, 73–74
Misner, Ivan, 252
mobile-first usability, 189–190
Monty, Scott, 178
musicians, need for self-promotion, 17
N
navigation ease of website, 192–194
Neophyte (Carla), 20
blogging, 72
finding local events via Facebook, 123
job seeking, 358
launching personal brand campaign, 221
LinkedIn recommendations, 90
networking, 282
public speaking, 308
publishing writings, 333
social networking, 181
Twitter usage, 118
networking. See also social networking
case studies
Dave Delaney, 278
Free Agent (Darrin), 282
Influencer (Allen), 281
for job seeking
avoiding HR department, 352–353
Climber (Beth), 358
Free Agent (Darrin), 358
freelancing/starting own company, 356–357
Influencer (Allen), 357
informational interviews, 354–356
LinkedIn company profiles, 352
Neophyte (Carla), 358
Twitter, 338
warning about, 338
Neophyte (Carla), 282
phases of, 261
one-on-one networking, 267–274
rules of
avoid selfish people, 258
competition networking, 258–259
honesty, 256
safety tips, 257
while employed, 279
meeting new people, 262
new people, meeting, 262
new visits, 235
news article responses, 63
newsletters (email), 175–176, 266
newspapers, writing for
business newspapers, 318
industry trade journals, 319–320
local newspapers, 317
niche
for public speaking, finding, 289–290
for published writing, creating, 325–326
Niece, Larry, 178
Nonprofit Tech For Good blog, 61
O
Obama presidential campaign (2008), 205–206
objectives of personal branding
O’Neill, Leslie, 319
one-on-one networking, 267–274
pick-your-brain meetings, 270–272
sales pitches, avoiding, 270
one-time rights, 324
opportunities
forwarding, 275
civic groups, 295
conferences/trade shows, 295–297
business newspapers, 318
industry trade journals, 319–320
local newspapers, 317
mainstream magazines, 321
trade segment magazines, 321–322
P
P&T statements
Climber (Beth), 209
Free Agent (Darrin), 210
page views, 235
pages
pages/visit, 235
passionate people, surrounding with, 34
passive voice, 349
payment for published writing, 328–329
personal brand campaigns
launching
Climber (Beth), 221
Free Agent (Darrin), 221
Influencer (Allen), 221
Neophyte (Carla), 221
Obama presidential campaign (2008), 205–206
P&T statements
Climber (Beth), 209
Free Agent (Darrin), 210
personal brand stories. See also storytelling
Free Agent (Darrin), 29
Influencer (Allen), 27
prioritizing accomplishments, 23–24
surrounding with passionate people, 34
personal branding
case studies
Lynn Ferguson & Mark Tweddle, 149–151
“Marketing Over Coffee” podcast, 179–180
effectiveness, measuring, 243–244
via Facebook
benefits of professional pages, 131–133
creating professional pages, 134–135
customized URLs, 130
profiles versus pages, 124–125
for job seeking
Twitter, 338
warning about, 338
networking. See networking
objectives of
podcasts
defined, 176
listening to, 176
requirements for, 177
in published writings, 322–324
personal posts (blogs), professional posts versus, 63
philanthropy via Facebook, 123
photos
benefits of, 152
Creative Commons licenses, 156–158
for Facebook profile, 127
Google Image Search, 199
for LinkedIn profile, 79
low-resolution, 193
search engine optimization (SEO), 164–165
Facebook, 156
Google Photos, 153
Instagram, 154
tips for, 168
pick-your-brain meetings, 270–272
plug-ins
defined, 52
page load speed, 193
podcasts
defined, 176
listening to, 176
“Marketing Over Coffee” podcast, 179–180
requirements for, 177
positioning, 206–207. See also P&T statements
poster sessions, 296
posts (blogs)
defined, 53
PowerPoint presentations, technology tips for, 303–307
presentations
presidential campaign (2008), 205–206
prioritizing accomplishments, 23–24
privacy settings for Facebook profile, 127–129
private coaches for public speaking, 287
product reviews, 64
professional pages (Facebook). See pages, Facebook
professional posts (blogs), personal posts versus, 63
profiles
customized URLs, 130
linking on LinkedIn, 83
photo/avatar, 79
public speaking
case studies
Climber (Beth), 307
email introductions, 297
Free Agent (Darrin), 308
Influencer (Allen), 307
need for self-promotion, 18
Neophyte (Carla), 308
opportunities
civic groups, 295
conferences/trade shows, 295–297
organizations for learning
college classes, 286
private coaches, 287
seminars, 286
speakers associations, 287
publication rights, 324
publishing writings
case studies, Jackie Bledsoe, 314–316
Climber (Beth), 333
dues-paying in, 329
Free Agent (Darrin), 333
getting started, tips for, 326–327
Neophyte (Carla), 333
opportunities
business newspapers, 318
industry trade journals, 319–320
local newspapers, 317
mainstream magazines, 321
trade segment magazines, 321–322
publication rights, 324
simultaneous submissions, 322
Q
qualities for personal brand, listing, 7–8
quantity of followers, 228–229
R
reach, 227
recommendations on LinkedIn, 87–90
recording. See shooting videos
relationships, creating, 15–16
reprint rights, 324
reputation management. See also search engine optimization (SEO)
Google Alerts, 198
Google Image Search, 199
social media footprint, 185–187
tips for, 203
Yahoo! searches, 200
requirements for search engine optimization (SEO)
previous requirements, 187–189
social media skills on, 343–344
reverse search engine optimization, 195–196
round table discussions, 296
RSS feeds, 58
rules
of analytics, 245
of measurement, 245
of networking
avoid selfish people, 258
competition networking, 258–259
honesty, 256
of personal brand campaigns, 221–223
of personal brand stories, 35–39
of publishing writings, 330–332
S
safety tips when networking, 257
Sagal, Peter, 33
sales pitches, avoiding, 270
salespeople, need for self-promotion, 18
Salzwedel, Jack, 213
Scelzo, Tony, 258
screen capture videos, 149
search engine optimization (SEO), 64–66, 69–71. See also reputation management
backlinks, 231
Google Alerts, 198
Google Image Search, 199
Google secrecy, 187
website design, 192
previous requirements, 187–189
visibility, 229
Yahoo! searches, 200
second rights, 324
second-degree contacts (LinkedIn), 86
selecting. See choosing
selfish people, avoiding, 258
self-promotion
importance of, 5
what it is not, 5
seminars on public speaking, 286
SEO (search engine optimization). See search engine optimization (SEO)
setting up
one-on-one networking meeting, 267–268
sharing
articles/links, 274
opportunities, 275
sharing sites
Facebook, 156
Google Photos, 153
Instagram, 154
shooting videos
screen capture videos, 149
simultaneous submissions, 322
Slideshare.net, 305
social media footprint on search engines, 185–187
social networking
case studies, Jason Falls, 345–346
Climber (Beth), 181
Facebook. See Facebook
Free Agent (Darrin), 181
for job seeking
social media skills on résumés, 343–344
warning about, 338
LinkedIn. See LinkedIn
Neophyte (Carla), 181
Twitter. See Twitter
Solis, Brian, 230
speakers associations, 287
speeches. See public speaking
storytelling, 14–15. See also personal brand stories
blogging. See blogging
in content marketing, 22
streaming videos. See videos
subject matter for blogs, finding, 62
summary section (LinkedIn profile), 79–81
T
technology tips for public speaking, 303–307
themes, choosing for blogs, 57
third-degree contacts (LinkedIn), 85
time on site, 190
titles, 188
Toon, Kate, 177
topic focus for blogs, choosing, 59–62
trade segment magazines, writing for, 321–322
trade shows, public speaking opportunities at, 295–297
transactions, 207. See also P&T statements
tweets
Climber (Beth), 118
effectiveness, measuring, 237–238
Free Agent (Darrin), 118
@HaggardHawks case study, 99–103
job seeking via, 338
Neophyte (Carla), 118
tweets
U
URLs
choosing for blogs, 57
customizing on Facebook, 130
V
Vaynerchuk, Gary, 11, 151, 213
vertical segments, horizontal segments versus, 321–322
videos
Creative Commons licenses, 156–158
Lynn Ferguson & Mark Tweddle case study, 149–151
search engine optimization (SEO), 162–163, 194–195
shooting
screen capture videos, 149
tips for, 168
visibility, 229
visitors to blogs, 232
visits, 235
W
Walker, Hazel (networking case study), 260–261
Wall, John J. (“Marketing Over Coffee” podcast case study), 179–180
Washington, Crystal (public speaking case study), 300–301
Weaver, Belinda, 177
Website Grader, 243
websites
design quality, 192
websites section (LinkedIn profile), 80–83
West, Starla (networking case study), 251–252
Wilholt, Marty, 178
Wolder, Burt, 178
Writer’s Market, 317
writing. See also publishing writings
blogs. See blogging
for business newspapers, 318
for exposure, myth of, 329–330
for hobby publications, 320–321
for industry trade journals, 319–320
for local newspapers, 317
for mainstream magazines, 321
prioritizing accomplishments, 23–24
surrounding with passionate people, 34
social media skills on, 343–344
for trade segment magazines, 321–322
Y
Yahoo! searches, 200
YouTube
effectiveness, measuring, 240–242