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15WAYSR.ToddStephens,Ph.D.Slide1of19Wednesday,August31,2005R.ToddStephens,Ph.D.FifteenWaystoImplementProfessional/PersonalBrandingWeb1.0vsWeb2.0WAYS15WAYSR.ToddStephens,Ph.D.Slide2of19ProfessionalBrandingWhatisProfessionalBrandingTomPeterspublishedonthistopicinhis1997FastCompanyArticlecalled“ABrandCalledYou”.TheessenceofMr.Petersmessageisthatyouareinchargeofyourbrandandthatallofuscanownsomepartofthemarket.Everyonecanlearn,andeducatethemselvestobecome,atsomelevel,anexpert.ThevastmajorityofknowledgeisavailableontheInternetandifyoulookhardenoughyoucanfindinformationpertainingtoyourspecificsituation.Almost10yearsafterthearticle,themessageisstillbeingspreaddaily.Inaworldofsameness,youneedtostandoutevenifthatpointoflightisfaint.Youandonlyyouareresponsiblefortransformingthatfaintlightintosomethingbiggerandthatcanonlybedonebyafocusedeffortoveraperiodoftime.“Apersonalrepresentationthatrepresentsaskillset,abigidea,abeliefsystem,andvalue-equationthatotherpeoplefindofinterest.Personalbrandingiseverythingyouthatdifferentiatesandmarketyourself,suchasyourmessages,self-presentation,andmarketingtactics”.-C.Kupta“PersonalBrandingistheartofattractingandkeepingmoreclientsbyactivelyshapingpublic”-P.Montoya15WAYSR.ToddStephens,Ph.D.Slide3of19ResumeandCurriculumVita(Universal)1WayOverview15WaysTip…Whenwasthelasttimeyouupdatedyourresume?Lastyear?Fiveyearsago?Basically,ifyoudon’tupdateyourresumeeverysixmonthsthenyoumaybelosingthevalueofyourpersonalmetadata.Whathappenswhenyourmetadatagoesoutofdateinthethisnewworld;yourvalue-addgoestozero.Theresumeisasnapshotintimewhichisconstrainedbyapagelimitimposedbytradition.Forthosethatpublishalot,thismayseemlikeahindrance..TheCVistheacademicequivalenttotheresumewiththemajorexceptionthattheCVhasnopagelimit.Infact,mostpeoplepridethemselvesonthelengthandworkveryhardatextendingit.TheCVisobviouslymorecomprehensivethantheresumeandpresentsaccomplishmentoverthelonghaul.Moreimportantly,theCVprovidestheprofessionalanotherwayofreviewingtheprogressionofyourcareer.Don’toverlookthebenefitofdoingbothaResumeandaCVaspartofyourbrandingprogram.Reviewthemquarterlyandgradeyourselfonthegrowth.stBasicComponents•Education•ResearchInterests•Honors•Awards•Experience•Books•Publications•Patents•Service•Associations•Objectives•Qualifications•Experience•Education•TechnicalSkills•BusinessSkills•Achievements•MiscellaneousCurriculumVitaResume15WAYSR.ToddStephens,Ph.D.Slide4of19OnlineWebPresence(Web1.0)2WayOverview15WaysTip…Thepersonalwebsiteisstilloneofthemostcriticalfoundationsofyourprofessionalbrand.Theonlineenvironmentallowyoutomanageyourbrandperception.Theweballowsyoutoarchiveanddisplayyourtrademarks.Websitesdon’thavetobecomplicatedtobeofvalue.Besuretofocusontheusability,graphics,navigation,metadata,pagelayoutandinformationcontent.Whiletechnologycomesandgoesovertime,thesimplicityofdesignneverdoes.Maybeafullscalewebsiteistoomuchtimeandeffort,ifsothensimplycreateablogfromoneofthemanyfreesources.Thekeyistogetthatprofessionalismoutinthepublic.Attheheartofaprofessionalrepresentationistoseethattheindividualhasdifferentiatedthemselvesfromthepack,adiversesetofskillsandtalent,andahistoryofdelivery.Ifyoucancommunicatethatinasimpleandconcisemannerthenyouareatthetopofyourgame.Designandusabilityarestillcriticalinestablishingyourcredibilityandtrustworthiness.Investthetimeandmoneytoensureyourwebsiteisprofessionallooking.WhoisdoingitRight!://://://://://newparadigm.com/://(Web2.0)3WayOverview15WaysTip…Weblogsorblogshavebecomesoubiquitousthatmanypeopleusethetermsynonymousfora“personalwebsite”(Blood,2004).UnliketraditionalHypertextMarkupLanguage(HTML)webpages,blogsoffertheabilityforthenon-programmertocommunicateonaregularbasis.TraditionalHTMLstylepagesrequiredknowledgeofstyle,coding,anddesigninordertopublishcontentthatwasbasicallyreadonlyfromtheconsumer’spointofview.Weblogsremovemuchoftheconstraintsbyprovidingastandarduserinterfacethatdoesnotrequirecustomization.Weblogsoriginallyemergedasarepositoryforlinkingbutsoonevolvedtotheabilitytopublishcontentandallowreaderstobecomecontentproviders.Theessenceofablogcanbedefinedbytheformatwhichincludessmallchunksofcontentreferredtoasposts,datestamped,reversechronologicalorder,andcontentexpandedtoincludelinks,textandimages(Baoill,2004).AddtoyourBlogorcontributetootherblogseveryday.Stayfocusedonyourtopicorareaoffocusandneverconfusetheconsumerbymixingpersonalandprofessionalcomments.WhoisdoingitRight!://://sethgodin.typepad.com/://ross.typepad.com/://blog.williamarruda.com/(Web1.0)4WayOverview15WaysTip…Thetermnetworkingwasfirstused