book

Branding Yourself, 3rd Edition

Name: Branding Yourself, 3rd Edition
ISBN: 9780134786636

by Erik Deckers, Kyle Lacy

December 2017

Beginner

400 pages

11h 16m

English

Que

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Cover Page
Title Page
Copyright Page
CONTENTS AT A GLANCE
TABLE OF CONTENTS
I WHY SHOULD I CARE ABOUT SELF-PROMOTION?
1 Welcome to the Party
What Is Self-Promotion?Why Is Self-Promotion Important?What Self-Promotion Is NotWhat Can Self-Promotion Do for You and Your Career?Personal BrandingWhat Is Personal Branding?Go Brand YourselfHow to Build Your BrandPersonal Branding Case Study: Mignon Fogarty, Grammar GirlThe Five Universal Objectives of Personal Branding1. Discover Your Passion2. Be Bold3. Tell Your Story4. Create Relationships5. Take ActionWho Needs Self-Promotion?Meet Our Heroes
2 How Do You Fit in the Mix?
The Basics of Building Your Personal Brand StoryWriting Your Personal Brand StoryPrioritize AccomplishmentsWriting Your Personal Brand BiographyHow Do Our Heroes Use the Personal Brand Biography?Personal Branding Case Study: Park HowellTelling Your Complete Brand StoryThe Law of Anecdotal ValueSurround Yourself with Passionate PeopleSharing Memories and StoriesTen Do’s and Don’ts of Telling Your Story1. Don’t Post Pictures that Would Shock Your Mother2. Don’t View Your Personal Brand Story as a Sales Pitch3. Don’t Post Something You’ll Regret4. Don’t Ask for Things First; Ask for Things Second5. Don’t Get Distracted6. Don’t Underestimate the Power of Your Network7. Do Invest in Yourself8. Do Invest in Other People9. Do Be Visible and Active10. Do Take Some Time for Yourself
II YOUR NETWORK IS YOUR CASTLE—BUILD IT
3 Blogging: Telling Your Story
What Is Blogging?A Clarification of TermsWhy Should You Blog?Personal Branding Case Study: Jonathan Thomas, Anglotopia.comChoose Your Blogging PlatformsBlogspot.com/Blogger.comWordPress.com and WordPress.orgOther Blogging PlatformsWhich Platform Is Right for You?Setting Up a BlogPurchasing and Hosting a Domain NameGetting InspiredWhat Should You Write About?Finding Subject MatterHow to Write a Blog PostWriting for Readers vs. Writing for Search EnginesIt’s About the Quality of the WritingGoogle Expects You to Write Good StuffHow Often Should You Post?How Long Should Your Posts Be?But My Posts Are Too Long!SEO Through BloggingHow Does This Apply to Our Four Heroes?The Do’s and Don’ts of BloggingDo’sDon’tsA Final Note on the Rules of Blogging

4 LinkedIn: Networking on Steroids
The Basics of LinkedInWhat Are Degrees of Connectedness?What’s in a LinkedIn Profile?Cool LinkedIn Features for Personal BrandingMaking Contacts on LinkedInTransforming Your Contacts into ConnectionsThe Importance of RecommendationsPersonal Branding Case Study: Anthony JulianoTen Do’s and Don’ts of LinkedIn1. Do Upload a Professional Picture2. Do Connect to Your Real Friends and Contacts3. Do Keep Your Profile Current4. Do Delete People Who Spam You5. Do Make Your Summary Look Its Best6. Don’t Use LinkedIn Like Facebook and Twitter7. Don’t Sync LinkedIn with Twitter8. Don’t Decline Invitations—Archive Them9. Don’t Ask Everyone for Recommendations10. Don’t Forget to Use Spelling and Grammar Check
5 Twitter: Sharing in the Conversation
Why Should You Use Twitter?What Can Twitter Do for You?Personal Branding Case Study: @HaggardHawksHow Do You Use Twitter?Creating a Twitter ProfileFinding FollowersSending Out TweetsRetweeting ContentApplications for Twitter DominationWhat Should You Tweet (and Not Tweet)?Personal Branding Case Study: @MuslimIQSeven Do’s and Don’ts While Using TwitterTwitter Tips in 140 Characters or LessHow Should Our Four Heroes Use Twitter?
6 Facebook: Developing a Community of Friends
Why Should You Use Facebook?What Can Facebook Do for You?Reconnect with Old Classmates and CoworkersProfessionally Brand YourselfBe PhilanthropicFind Local EventsWhat You Should Know About FacebookProfessional Page vs. Personal ProfileThe Basics: Creating a Personal ProfileStay in Control of Your ProfileYour Personal Page Privacy SettingsSetting Up Your Privacy Settings for Your Personal AccountWorking with Your Customized URLUsing a Professional Page for Personal BrandingUsing Insights to Track Your Content GrowthSetting Up Your Professional PageTop Four Tips for Using FacebookTen Do’s and Don’ts of FacebookFacebook Tips in 140 Characters or Less
7 Say Cheese: Sharing Photos and Videos
Why VideoWhere to Put Your VideosShooting Video With Regular Digital CamerasRecording Screen Capture VideosPersonal Branding Case Study: Lynn Ferguson & Mark TweddleWhat Should I Make Videos Of?Why Post Photos?Where to Post Your PhotosCopyright: Understanding Creative CommonsCreative CommonsEmbedding Videos and Photos in Your BlogAdding PhotosAdding VideosSEO for Videos and PhotosYouTube SEOPhoto SEOThe Video RésuméA Cautionary Note About Video RésumésPhotos and Video Tips in 140 Characters
8 Other Social Networking Tools
Google+QuoraMeetup.comEmail NewslettersPodcastsListen to PodcastsWhy Podcast?What Do You Need?What Should Your Podcast be About?Producing the PodcastPersonal Branding Case Study: John J. Wall, Marketing Over Coffee PodcastHow Does This Apply to Our Four Heroes?
9 Googling Yourself: Finding Yourself on Search Engines
Have You Ever Googled Yourself?What Do You Want Others to Find?Search Engine OptimizationWhat SEO Used To BeWhat SEO Looks Like NowHow Can You Influence These Factors?Add VideoReverse Search Engine OptimizationWhat if You Share a Common Name?Search Engine ToolsGoogle AlertsTalkWalker.comGoogle Image SearchBingYahoo!The Value of Reputation ManagementReputation Management ToolsHow Do Our Heroes Use SEO?Reputation Management Tips in 140 Characters
10 Bringing It All Together: Launching Your Brand
What Is a Personal Brand Campaign?How Do Our Heroes Build Their P&T Statements?Why Is a Personal Brand Campaign Important?Personal Branding Case Study: Sheryl BrownBuilding Your Personal Brand CampaignDeveloping Your Personal Brand CampaignImplementing Your Personal Brand CampaignAutomating Your Personal Brand CampaignUnique Ways to Launch Your Branding CampaignHow Should Our Heroes Launch Their Brands?Do’s and Don’ts of Launching Your Personal Brand
11 Measuring Success: You Like Me, You Really Like Me!
Why Should You Measure?What Should You Measure?ReachEngagementQuality versus QuantityVisibilityInfluenceHow Should You Measure?Measuring Your Blogging EffectivenessUsing Google Analytics for Your BlogSetting Up a Google Analytics AccountInstalling Google AnalyticsGetting an Overview of Your Website PerformanceMeasuring Your Twitter EffectivenessMeasuring Your Facebook EffectivenessMeasuring Your LinkedIn EffectivenessMeasuring Your YouTube EffectivenessFour More Measurement ToolsEffectively Measuring Your Personal BrandHow Can Our Heroes Use Analytics and Measurement?Do’s and Don’ts for Analytics and MeasurementAnalytics Tips in 140 Characters
III PROMOTING YOUR BRAND IN THE REAL WORLD
12 How to Network: “Hello, My Name Is…”
Why Should I Bother Networking?Personal Branding Case Study: Starla WestThe Rules of NetworkingIt’s Not About YouGiver’s Gain Is Not Quid Pro QuoBe Honest Online and OfflineYou’re Just as Good as Everyone ElseAvoid Selfish PeopleNetwork with Your CompetitionPersonal Branding Case Study: Hazel WalkerThree Types of NetworkingNetworking GroupsMeeting New PeopleThe Networking DanceWhat Should You Say?Networking Faux PasDon’t Deal Your Own CardsDon’t Use Clever Elevator PitchesDon’t Sign People Up for Your NewsletterAfter the MeetingOne-on-One NetworkingHow to Set Up the One-On-One Networking MeetingWhat to Talk AboutNo One Wants a Sales PitchThe “Pick-Your-Brain” MeetingHow to Make an Email IntroductionThe Follow-UpForwarding Articles and LinksSharing OpportunitiesMaking ConnectionsBut I Just Don’t Want to Meet the Other PersonBe HonestWhat if the Other Person Isn’t Honest?Personal Branding Case Study: Dave DelaneyNetwork While You Still Have a JobDon’t Discount SerendipityDo’s and Don’ts of NetworkingDoDon’tHow Would Our Heroes Network?
13 Public Speaking: We Promise You Won’t Die
Should You Speak in Public?No, SeriouslyBut You Hate Speaking in PublicOvercoming Your Fear of Public SpeakingToastmastersClasses at Your Local College or UniversitySeminars and CoursesSpeakers AssociationsPrivate or Executive CoachesPersonal Branding Case Study: Lorraine BallFinding Your Speaking NicheHow to Launch Your Speaking CareerIdentify Speaking OpportunitiesIndustry GroupsCivic GroupsConferences, Trade Shows, and ExposIntroducing YourselfPromoting Your TalkPersonal Branding Case Study: Crystal WashingtonGiving Your TalkImportant Technology Tips for PresentersHow Does Public Speaking Apply to Our Four Heroes?Speaking Tips in 140 Characters
14 Getting Published: “I’m an Author!”
Why Should I Become a Published Writer?Personal Branding Case Study: Jackie BledsoeFinding Publishing OpportunitiesLocal NewspapersBusiness NewspapersSpecialty Magazines and NewspapersHobby PublicationsMajor Mainstream MagazinesGo Horizontal Instead of VerticalBuild Your Personal Brand with Your WritingPublication RightsCreate Your Own Articles’ NicheGetting StartedGetting PaidPaying Your DuesThe Myth of ExposureThe Do’s and Don’ts of Writing for PublicationHow Can Our Heroes Turn to Writing for Publication?
15 Personal Branding: Using What You’ve Learned to Land Your Dream Job
Using Your Network to Find a JobTwitter: Connections in 140 CharactersLinkedIn: Professional ConnectionsCreating a RésuméShould I Write a Paper Résumé?How Does Social Media Fit in Your Résumé?Six Tips for Listing Social Media on Your RésuméPersonal Branding Case Study: Jason FallsDo’s and Don’ts of Résumé BuildingDon’t Rely on the Job BoardsTry the Company Job BoardsUse LinkedIn to Bypass Job BoardsSkip HR Altogether—Work Your NetworkTell Your FriendsThe Informational InterviewStart Your Own CompanyHow Can Our Heroes Find a Job Through Networking?Job Searching Tips in 140 Characters
Index

Content preview from Branding Yourself, 3rd Edition

I WHY SHOULD I CARE ABOUT SELF-PROMOTION?

1 Welcome to the Party

What Is Self-Promotion?

Why Is Self-Promotion Important?

What Self-Promotion Is Not

What Can Self-Promotion Do for You and Your Career?

Personal Branding

What Is Personal Branding?

Go Brand Yourself

How to Build Your Brand

Personal Branding Case Study: Mignon Fogarty, Grammar Girl

The Five Universal Objectives of Personal Branding

1. Discover Your Passion

2. Be Bold

3. Tell Your Story

4. Create Relationships

5. Take Action

Who Needs Self-Promotion?

Meet Our Heroes

2 How Do You Fit in the Mix?

The Basics of Building Your Personal Brand Story

Writing Your Personal Brand Story

Prioritize Accomplishments

Writing Your Personal Brand Biography

How Do Our Heroes ...

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Branding Yourself, 3rd Edition

by Erik Deckers, Kyle Lacy

TABLE OF CONTENTS

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.