Defining and showcasing your brand with a side order of social media

Here’s my cheat sheet to get to started building your online community. Use these tips and resources to grow your online presence.

Getting to know your own brand

You can’t promote what you don’t know.

  • Answer your “Big Why” in 4 words. Yes this is shorter than a mission statement, but you can do it! Now start signing your email with it!
  • What are your core values? Reflect on peak experiences that hit you emotionally.
  • Who is your hero? Who is your tribe? Tell a story about one of your heroes – this is your hook

My preferred methods of growing an audience: IRL, SM, content marketing (blog with sign up button at the end, guest posts, Q&A with segment leaders), email

  • Speak to people already following using the mom test

Your website

  • The sign up button: newsletter sign up, auto login after sign up
  • Send a personal email w/in 24 hrs asking why they signed up
  • Ask: What’s the main benefit of our product to you? If our product went away tomorrow, how disappointed would you be?
  • Once 40% are “very disappointed, it’s time to grow!

UX tools

Math

Hustle

Social Media

Instagram

  • quick 150 WD bio, direct CTA w memorable URL that opens to unique high value landing page (promo code)
  • only talk to ideal user
  • reply & flood #
  • Audisense to find audience
  • Canva.com to make memes
  • hootsuite to schedule posts

Your FB group

  • Get your group going by inviting engaged FB page users and newletter subscribers to join
  • Posts to a group always show up in people’s feed
  • Paid ads need a custom audience, find it with spaceship.rocks
  • Fanpage.karma lets you track the competition’s FB page

Twitter 

  •  Send tweets when audisense bttt tells you to
  • Copy followers with tweepi
  • Build hootsuite searches on your audience themes
  • RT compliments
  • Tweet the same thing 5x/day
  • tweet anatomy: picture, link, CTA
  • tweet lots 10-50x/day

Tumblr – youth oriented, only go here if your audience is here

Pinterest – if you blog about beautiful things, audience is female 30+, remove any pin not repinned 6x in 48 hrs

Reddit – search for your niche, post in 10 subreddits

Snapchat – v. important if your company = your personal brand

Community mgmt

  • Not on Sunday night
  • Use hootsuite
  • Shorten links using bitly or owl.ly to track what works/doesn’t work

Getting ready to be a “Career Paths Outside Academia” panelist

Pathways to Success is a graduate student conference hosted by Co-op and Career Services. The number of students finishing graduate degrees outpaces the opportunities in more traditional academic career tracks, and UVic has to help new grad prepare for this reality.

While I have an MSc in biochemistry from UVic and I worked in the field for almost a decade, I transitioned to a career in student affairs six years ago. People are often curious to hear how I managed this transition. Co-op and Career Services contacted me to help out on a panel discussing how to transfer skills from an academic environment to other opportunities.

I’m going to use this post as a whiteboard to store my ideas as I prepare for the panel. First, the moderator will ask me and the other two panelists to situate ourselves in terms of education, career and current role.

My role

Web and Communications coordinator for the Office of the Registrar (OREG). This office belongs to Student Affairs, so I consider myself to be a student affairs professional. This helps me to tap into the professional organization associated with this role. My communications role is both external and internal facing. I manage the content at uvic.ca/current-students, /registrar, /safa, /summer, and askuvic.ca as well at the @uvicregistrar twitter account. I also edit a newsletter that goes out across campus every month. I also produce print and digital material to let the campus know how OREG can serve them.

Work environment

I work in an open concept office with lots of pods of desks. I have my own office but it can get noisy as some groups prefer to have standup meetings in their clusters. It’s a big office, employing over 100 people.

One thing that surprised me when I started was that everyone was wearing headphones. I had always interpreted this as a red flag for problems in the office, but in this case it appears to be just a mechanism to cope with the noise.

Of course it goes without saying that working on campus lends itself to a great work-life balance. It’s easy to head over to CARSA or around the chip trail at lunch.

Work culture

Everyone in OREG worked together to develop a team charter and one of my first jobs when I joined to office was to put these values on a poster that is prominent all over the office, so I feel like people are very aware of how they fit in to the bigger OREG picture.

Three employee groups work together (two unions and management), so you need to know what is appropriate timing-wise. Some people work longer hours and others are on a modified work week. It can be difficult to co-ordinate meetings or even a coffee break with colleagues.

There’s a lot of committee work, and at first I was surprised by how this affected the pace of work.

How my workday is structured

I work about 35 hr/week Monday-Friday. Because I look after the social media for the office, my phone never really leaves my side. I check in at breakfast and then throughout the day until about 10 pm. Because these check-ins generally take less than 5 min, I don’t count overtime. I spent most of my time either in my office working on projects and triageing email. I spend a couple of hours per day in meetings.

Recruitment process

UVic posts jobs on all the common job boards, but I was first hired through a personal connection. I started on a three-month contract that got extended into a permanent position. I leveraged the experience I gained in that role to get my current job.

toolkit

Questions to expect

Please describe your work and how it contributes to the success of your organization

My work help future and current students find the information they need to earn their degrees.

What are some of the most valuable skills in your work? Which kind of experiences enabled you to develop these skills?

My most valuable skill is to be able to listen to what people need. I am in one or two meetings a day where I am gathering requirements. I am helping to get information online for a procedure and rule-oriented group. Being able to translate what needs to be said into a format that is friendly enough for a first-year student to understand while still being accurate. My work as an academic advisor helped hone this ability as I heard the common types of questions over and over.

I have administered a number of large surveys, so an affinity for a giant Excel spreadsheet is valuable when it comes to analyzing the results. My science background is definitely an asset here.

What are some of the challenges and rewards in your line of work?

Feedback about my work can sometimes feel overly negative. I certainly experienced it this way when my first website went live. I now know to expect this and that it is simply a way that feedback sometimes comes in.

Rewards come in finding the heroic student stories that are out there and getting the word out. One of the OREG work-study students stopped by the office to say goodbye on her graduation day. She brought along her Mum who had flown for the first time from Nigeria for the ceremony. We were able to get a photo of her standing with UVic’s Chancellor and Registrar to share.

What are some of the important steps on your career path?

Deciding to leave science and get into a field where I could interact with a bigger variety of people. Gaining a technical skill set. Always learning. Being honest with myself.

Please describe how your graduate studies influenced your career development.

It helped me to mature and become confident enough in my skills that I know I’ll succeed along whichever path I choose.

What kinds of experiences would you encourage for anybody pursuing a career in your field?

Figure out what the trends are and teach yourself these skills. Either through one-off courses or on your own time. Build a portfolio of projects.

CSC 595 “Research Skills” Elevator Pitch Day

CSC 595 is a required course for computer science graduate students that teaches new researchers how to choose a research method, prepare for and present a research talk, prepare a research proposal, do a literature search and evaluate research.

As part of their course requirements, students worked to polish and deliver their elevator pitches. The instructor is one of my mentors and the past-chair of the UVic computer science department, Sue Whitesides. Sue and I had pulled off many successful intrustrial networking events together and she was confident that I could show the students how to sell themselves in seconds. No pressure.

Looking around the classroom as we waited to start, I took in the diverse crowd and tried not to feel intimidated. I’m pretty sure any number students seated in the room could have out-pitched me! No matter, I kicked off the class off with my own elevator pitch. It was over in just under two minutes. Here’s how I did it.

Who are you?

Keep it short. What would you most want the listener to remember about you?

What can you do?

Here is where you state your value phrased as key results or impact. To organize your thoughts, it may help to think of this as your tag line, or purpose statement.

Why are you doing it?

Now it’s time to show the unique benefits that you and/ or your company bring. Show what you do that is different or better than others

What are your goals?

Describe your immediate goals. Goals should be concrete and realistic. Include a time frame. This is the final step and it should be clear to the listener what you are asking of him or her.

Vocabulary

Use words that show what you do instead of tell: advanced, approved, authoritavie, certified, confirmed, dominant, early, endorsed, established, finest, foremost, inaugural, inceptive, key, responsive …

Practise practise practise so you don’t repeat words or ramble, but be careful not to sound like you’re reciting off a script.

Be flexible. If your audience asks a question or looks like he or she wants to interrupt, be willing to go in a new direction. After all, the pitch is designed to start a conversation. If that conversation starts sooner, well done!

 

 

 

COM 405 Website Review Day

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COM 405 “Career Preparation Across Borders” is a dynamic advanced career prep course in the Bachelor of Commerce Program at the Peter B. Gustavson School of Business. The goal of COM 405 is to set each and every Commerce student up with global networks, build their resume, gain mentors, international experiences and build technical skills.

Students are required to build out a website to showcase themselves to potential employers. To help them figure out what kinds of elements to include on a personal website, they were provided with a demo website. Most students chose a Weebly template to build out from. I was invited to attend a coaching session to help students build, strengthen and showcase their own brand.

The BCOM Experiential Learning Manager and one of the course instructors, Jennifer Gill, supplied a rubric to help make sure I was providing the right kinds of feedback. Some of the students showed up with fully built out sites and others were expecting a lot more hand holding.

I shared my favourite tips on effective writing for the web and basic content layout. I also asked some of my favourite “GROW” coaching questions. These open-ended questions helped them to nail down their purpose and values, and through this, clarity about their personal brand.

My favourite component that students included was a “global mindset” page. It helped to tease out the why and how that motivated each student. By fourth year, every Gustavson Commerce student has had some sort of international experience, either as an exchange student to another institution or on an international work term.

The completed sites were revealed at the Global Leaders Festival, billed as a “reverse career fair” for employers to identify new talent.