15

WAYS Web 1.0 vs Web 2.0

Fifteen Ways to Implement

Professional / Personal Branding
.
Professional Branding
What is Professional Branding
Tom Peters published on this topic in his 1997 Fast
Company Article called “A Brand Called You”. The
essence of Mr. Peters message is that you are in
charge of your brand and that all of us can own
some part of the market. Everyone can learn, and
educate themselves to become, at some level, an
expert. The vast majority of knowledge is available
on the Internet and if you look hard enough you can
find information pertaining to your specific situation.
Almost 10 years after the article, the message is still
being spread daily. In a world of sameness, you
need to stand out even if that point of light is faint.
You and only you are responsible for transforming
that faint light into something bigger
and that can only be done by a
focused effort over a period of time.
“A personal representation that
represents a skill set, a big idea, a
belief system, and value-equation
that other people find of interest.
Personal branding is everything
you that differentiates and market
yourself, such as your messages,
self-presentation, and marketing
tactics”.
-C. Kupta
“Personal Branding is the art of
attracting and keeping more
clients by actively shaping public”
- P. Montoya
 Resume and Curriculum Vita (Universal)

Overview 1
Way
st

When was the last time you updated your resume? Last Basic Components
year? Five years ago? Basically, if you don’t update your Curriculum Vita Resume
resume every six months then you may be losing the value • Education • Objectives
of your personal metadata. What happens when your • Research Interests • Qualifications
metadata goes out of date in the this new world; your value- • Honors • Experience
add goes to zero. The resume is a snap shot in time which • Awards • Education
is constrained by a page limit imposed by tradition. For • Experience • Technical Skills
those that publish a lot, this may seem like a hindrance.. • Books • Business Skills
• Publications • Achievements
The CV is the academic equivalent to the resume with the
• Patents • Miscellaneous
major exception that the CV has no page limit. In fact, most
people pride themselves on the length and work very hard • Service
at extending it. The CV is obviously more comprehensive • Associations
than the resume and presents accomplishment over the
long haul. More importantly, the CV provides the 15
professional another way of reviewing the progression of
15 Ways
Ways Tip…
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your career. Don’t overlook the benefit of doing both
a Resume and a CV as part of your
branding program. Review them
quarterly and grade yourself on the
growth.
 Online Web Presence (Web 1.0)

Overview 2
Way
nd

The personal web site is still one of the most critical Who is doing it Right!
foundations of your professional brand. The online http://www.tompeters.com
environment allow you to manage your brand perception. http://www.jimcollins.com
The web allows you to archive and display your trademarks. http://www.stevehoberman.com/
Web sites don’t have to be complicated to be of value. Be http://www.answerthink.com/
sure to focus on the usability, graphics, navigation, http://www.davidco.com/
metadata, page layout and information content. While http://www.thomaslfriedman.com/
technology comes and goes over time, the simplicity of http://newparadigm.com/
design never does. Maybe a full scale web site is too much http://www.danpink.com/
time and effort, if so then simply create a blog from one of http://www.harveymackay.com/
the many free sources. The key is to get that
professionalism out in the public. At the heart of a
professional representation is to see that the individual has
differentiated themselves from the pack, a diverse set of
skills and talent, and a history of delivery. If you can 15
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communicate that in a simple and concise manner then you
Design and usability are still critical in
are at the top of your game.
establishing your credibility and
trustworthiness. Invest the time and
money to ensure your web site is
professional looking.
 Professional Weblog (Web 2.0)

Overview 3
Way
rd

Weblogs or blogs have become so ubiquitous that many Who is doing it Right!
people use the term synonymous for a “personal web site” http://www.roughtype.com/
(Blood, 2004). Unlike traditional Hypertext Markup http://www.tompeters.com
Language (HTML) web pages, blogs offer the ability for the http://louisrosenfeld.com/home/
non-programmer to communicate on a regular basis. http://sethgodin.typepad.com/
Traditional HTML style pages required knowledge of style, http://blogwrite.blogs.com/
coding, and design in order to publish content that was http://ross.typepad.com/
basically read only from the consumer’s point of view. http://scottgavin.info/
Weblogs remove much of the constraints by providing a http://blog.williamarruda.com/
standard user interface that does not require customization. http://www.sandboxwisdom.com/
Weblogs originally emerged as a repository for linking but
soon evolved to the ability to publish content and allow
readers to become content providers. The essence of a
blog can be defined by the format which includes small 15
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chunks of content referred to as posts, date stamped,
reverse chronological order, and content expanded to Add to your Blog or contribute to other
include links, text and images (Baoill, 2004). blogs every day. Stay focused on your
topic or area of focus and never confuse
the consumer by mixing personal and
professional comments.
 Professional Networking (Web 1.0)
Overview
The term networking was first used in the 1500’s to describe
the utilization of fishing nets versus the traditional line and
tackle. What these early fisherman figured out that by using
a net you could catch more fish in a shorter period of time;
not to mention the least amount of effort. Networking is a
lifelong relationship-building process that develops a wide
range of interpersonal connections or contacts that you can
contact or communicate. Networking is a social process
that many of us are not very good at. This is especially true
in the information worker where the skills of the introvert are
valued higher than those with extrovert soft skills. Networks
act as a kind of informal, highly customized, personal
‘knowledge business yellow pages’, providing a handy
expert to fill in the brain-powered workers knowledge gap.
15
15 Ways
Ways Tip…
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The first step is to start with people you know
which might include family, friends, associates,
and professional acquaintances. This is the fun
part of networking, so enjoy the journey.
Six Degrees of Separation 4
Way
th
In 1967, American sociologist Stanley
Milgram (2001) devised a new way to test
the theory, which he called "the small-world
problem." He randomly selected people in
the mid-West to send packages to a
stranger located in Massachusetts. The
senders knew the recipient's name,
occupation, and general location. They were
instructed to send the package to a person
they knew on a first-name basis who they
thought was most likely, out of all their
friends, to know the target personally. That
person would do the same, and so on, until
the package was personally delivered to its
target recipient. Although the participants
expected the chain to include at least a
hundred intermediaries, it only took (on
average) between five and seven
intermediaries to get each package
delivered. Milgram's findings were published
in Psychology Today and inspired the
phrase "six degrees of separation."
 Social Networks (Web 2.0)

Overview 5
Way
th

Online social networks, such as Friendster, LinkedIn, and Opportunities

Spoke1, have rapidly acquired millions of users and assist • LinkedIn
them in forming new social or business contacts through • Friendster
those they already have. These existing contacts are either • Spoke1
entered manually or gathered automatically, e.g., from • Classmates
email, instant messaging, and the web of trust for • Orkut
decentralized cryptographic keys (Adamic & Hogg, 2004). • Tribe
Online networks allow people to explicitly articulate their
social network, present themselves through a Profile
(interests and demographics), post public testimonials about
one another, browse a network of people, and establish
themselves as subject matter experts with features and
answers from LinkedIn. Like any network, the environment
must be managed in order to gain the greatest value.
LinkedIn now boasts 10 million members and is adding 15
15 Ways
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120,000 per week. Along with many other online Never turn down a connection, their
networking sites, LinkedIn provides you the ability to crate, address book may prove very useful!
manage, and own your online identity. The goal is to connect with as many
people as possible.
 Publications (Web 1.0)

Overview 6
Way
th

It seems like every industry has a trade journal or a Opportunities

magazine. Technology may be the worst of the bunch, from • Newsletters
Data Management, to Disaster Recovery; we have a • Magazines
magazine for just about every genre of technology. Each • Journals
month, these magazines produce mounds of information • Books
contributed by people just like you. Not to mention the • Book Chapters
growing number of online magazines where folks are • Book Reviews or Editing
begging for contributed content. The key is to generate an • Monthly Columns
inventory of publishable material that you can use. This is a • Academic Journals
lot easier said than done. There are many ways to get • Online Magazines / Journals
published as noted on the right.
Ideally, we want a balanced portfolio of publications. Like
financial investments, you should never put all of your eggs
in one basket. A balanced portfolio would ensure that you 15
focus on the many different levels as well as different
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Use the element of reuse to reduce the
categories. Professional articles are great but academic
amount of effort. No one said that an
ones are just as important. At a very high level,
academic or web 2.0 type publication
professional publications need to be simplified and
couldn’t be used as a professional
applicability while academic ones need more rigor. There is
publication or vice versa. Reuse is the
tremendous value in both of them.
Key.
 Public Speaking (Web 1.0)

Overview 7
Way
th

Speaking in front of a group of people is one of the hardest Opportunities

things we do in life. From Tony Robbins to your Minister, • Local Civic Groups
everyone get butterflies before addressing a group of • Professional Conferences
individuals. Remember, the attendees have selected your • Academic Conferences
session to attend. They may have paid to see your • Communities of Interest
presentation but you can bet they want to see you succeed. • Toast Masters
Nobody goes out and buys a car in hopes that it will break • Religious Groups
down. Every professional conference is looking for • Chapter Meetings
speakers with a story to tell. The hardest step is simply
putting together 20 slides that tell that story and submitting
it.
By far, conferences are the easiest method of getting
published. There is always a conference that would like to
hear about your case study or observed best practices. The 15
reason is simple; most professional conferences are littered
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Practice, Practice, Practice. There is no
with vendors and consultants. Theory, products, and
substitute for this. Every professional
research are great, but when you have a story to tell, the
speaker spends an enormous amount of
world will beat a path to your door.
time working out the session. “It takes
me three weeks to put together a good
impromptu speech." - Mark Twain.
 Social Publishing (Web 2.0)

Overview 8
Way
th

While we are still very early in the Web 2.0 environment, we Opportunities
still have a plethora of publishing opportunities. It goes • Weblogs
without saying that people prefer to browse content versus • Wiki
actually reading and trying to comprehend every word. • Podcasts
While I am guilty of not doing this very well, you should try • Social Networking
to keep you 2.0 posts to a paragraph or two. Learn to write • Ranking
in a succinct, clear, and effective manner. If you can say it • Rating
two sentences then do so, wordiness isn’t a virtue in the • Industry Forums
online environment. If you have more to say then try to • Book Marking
break up your posts into multiple posts which will not only • Communities
help your readers, you help yourself by increasing the • Professional Networks
possibility of an external link or Goggle result. • Photo Sharing (Flickr)
• Slide Sharing (Slideshare.net)
As we move forward, other opportunities will emerge. Be
sure to notice what others are doing to build their Web 2.0
brand. Web 2.0 publishing is real time; there are no delays 15
for editing or market potential. Web 2.0 is the perpetual 15 Ways
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Small contributions add up over time.
beta and that will make all of us, under 30, uncomfortable.
Don’t expect that a single post will move
you the Google Rank #1. Brands take
time and now the Web 2.0 environments
changes your competition exponentially.
 Trademarks (Web 1.0)

Overview 9
Way
th

The choice of the trademark over the conventional term Trademarks

branding is by design. Information workers think of • Volunteer Efforts
themselves as members of a trade. A trade is a long term • Degrees and Education Classes
process where skills, competencies, and experiences come • Roles and Responsibilities
together to create subject matter expertise. The new world • Press Releases
of business is built around ambiguity, collaboration, • Patents and Trademarks
networks, distributed leadership, loosely coupled processes, • Past Positions
and a dispersed workforce. For many in the industry, the • Professional Affiliations
transformation has been overnight and the majority of us • Programs and Projects
are not prepared to handle a world without hierarchal • Consulting
structures. The trademark is a physical representation of • Industry Awards and Designated Honors
who you are as opposed to the concepts of branding which • Certifications
are more metaphysical.
Generally speaking, information workers are more receptive 15
to the hard elements of a trademark versus the emotional
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You must, repeat must, managing this
elements of a brand which has roots in sales and marketing.
like you manage your financial portfolio.
Historically, trademarks have been associated with
Don’t pull a Clark Howard and go cheap,
professions like the pharmacist’s mortar and pestle, the
spend what you need to do in order to
anvil for the blacksmith, the red and white pole for a barber
continue to move forward on your
or the wooden Indian statue for tobacco stores.
trademark journey.
 Enterprise 2.0 (Web 2.0)

Overview Enterprise Opportunities

10
Way
th

It seems like we hardly had the opportunity to perfect 1.0

when 2.0 emerged and once again, technology is in the • Corporate Profiles
middle of it all. What would Enterprise 2.0 look like? Well, • Enterprise Wiki
look no further than Time Magazines “Person of the Year” • Corporate Blogs
(2006): You. “It's a story about community and • Collaborative Technologies
collaboration on a scale never seen before. It's about the • Social Tagging
cosmic compendium of knowledge Wikipedia and the • Corporate Forums
million-channel people's network YouTube and the online • Book Marking
metropolis MySpace. It's about the many wresting power • RSS
from the few and helping one another for nothing and how
that will not only change the world, but also change the way
the world changes.” Enterprise 2.0 is about you, your
collaborative ability to contribute to the vast amount of 15
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knowledge in the world today; specifically focusing on your As power shifted to the customer, power
contributions within the organization. We are starting to see will also shift to the employee.
power shift from the few that commanded and controlled the Information will flow just as the
flow of information to the many. The business implications transaction flowed with Enterprise 1.0.
of this new media are unclear. No one is really sure where We are entering into a new world that we
the rich user interfaces, self-service, the long tail, agility, are only beginning to understand and
transparency, and the emergent components of trust are embrace. Get Involved, Now!
going to take us.
 Metrics and Measurements

Overview 11 th

Way
What gets measured, gets done! You need some sort of What to Measure!
tracking system. At the end of the day, the truest measure • Postings, Trackbacks and Comments
of your success is how you feel about yourself. Building up • Information Content
your trademarks will improve how you look at yourself and • Page Views
the belief in your abilities. If you think your business is • Repeat and Unique Visitors
growing or you think your reputation is improving then the • Top Pages
effort was completely worth it. Whether you call it self- • External Links
esteem, self-confidence or self-worth, if you don’t think • Search Analytics
highly of yourself, you will struggle with this effort and the • Google Page Ranking
results. • Technorati Ranking
• Portfolio Inventory of Trademarks
In order to actually track trademark activity, we are going to
• Publication Referencing
need to collect an inventory type system where we can log
our activities. Keep in mind, if you are already keeping your
Resume or CV up to date this effort should be relatively
small. Starting with a simple inventory of trademarks and 15
classifications, We can begin the process of building a 15 Ways
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Persistence is the key, big
simple tracking system. Collect metrics on a monthly basis
accomplishments are simply the
and review on a quarterly basis.
summation of little ones. Track It,
Manage It, and Deliver it.
 Podcasts (Web 2.0)

Overview 12
Way
th

A podcast is a digital media file, or a series of such files,
that is distributed over the Internet using syndication
feeds for playback on portable media players and
personal computers. A podcast is a specific type of
webcast which, like 'radio', can mean either the content
itself or the method by which it is syndicated; the latter is
also termed podcasting. The basic idea is that
podcasting is a combination of Ipod and RSS (Casting).
Although an IPod is not required, the bsic idea holds true
of building a audio (podcast) or video (vodcasts).
Who is doing it Right!
http://www.davidco.com/podcast.php
http://www.burrus.com/podcastsDB.html
http://www.jimcollins.com/hall/index.html
http://www.daveramsey.com
http://www.killerinnovations.com/blog/index.htm
l
http://davidmaister.com/podcasts/
http://taylormarek.com/blog/

15
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Regardless of whether you are podcasting
from your bedroom or sound studio there is
no reason that your podcast cannot have a
professional sound and feel
 Metadata Rules

Overview 13
Way
th

Metadata has traditionally been defined as data about data. Where Do You Metadata?
Metadata can provide abundant information about where an • Webpage Metadata (Meta-Tags)
asset is located, what primitive elements make up the asset, • Document Metadata (Properties)
how the asset was developed or created, where the asset is • Social Tagging
physically located, who the steward of the asset is, and, of • Page and Posting Titles
course, an inventory of what assets exists. Scientists, • Classifications
researchers, and business practitioners continue to • Taxonomy
redefine, re-scope, and re-purpose the basic utility of • Website Submissions
metadata. • Keywords
• Descriptions
Metadata is the information you update when no one is
• Abstracts
looking. No one is going to review your Meta-Tags on your
• Naming Conventions
web site or the document properties but you should. Kind of
• Folksonomies
like the old integrity question. Integrity is what you do when
no one is watching; same with metadata.
Learn the tricks of the trade. Learn how to tag your content 15
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appropriately and create effective titles in your blogs. The Be sure to understand your area of
time spent ensuring that your metadata accurately reflects specialty keywords and catch phrases.
your content, the better off you will be in the long run. These need to be embedded into your
metadata as much as possible.
 Work the “Zues Jones” Fringe (Web 2.0)
Overview
Zeus Jones is an interesting example of an organization that
has fully embraced the foundational components of a
trademark program. They are a company that understands
the potential impact of Web 2.0 technologies and the ability
to create viral marketing. They state on their web site that
they believe that actions speak louder than words and are
dedicated to solving business problems by helping clients
use their marketing to do things for their customers instead
of just saying things to them. Instead of the normal
marketing efforts such as building an online web site,
brochures, and product announcements, they have utilized
several facets of the 2.0 world.
Zeus Jones may not be the first person or organization that
operates on the fringes of the Web 2.0 area but they are the
first organization that has gone public with it. Not as a trial
balloon but as an over arching corporate strategy.
14
Way
th
What are they Doing?
• Created a profile on LinkedIn to highlight
their past experience and knowledge
• Created Music that could be downloaded
• Created desktop art with the company logo
• Created case study videos YouTube
• Created and commented on blogs about
business, brands, and special interests
• Created cell phone ring tones
• Listed goals & values on 43 Things
• Entered an online sewing contest
• Created a “Zeus Jones” figure in one of the
largest virtual worlds “World Warcraft”
• Made predictions at “Longbets.org”
• Developed RSS feeds to daily information
15
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Work the fringes and be willing to take
risks in this new and confusing world.
Realize That You Are Labor!

15 th

The diminishing demand for the Way

technology professional (Labor) has

an inverse relation to the Increasing
Demand for Talent.
Talent Competes on a Global Scale
While Labor Competes on a Local
Scale… Think About It 15
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Tip…
Renew Your Passion
Refresh Your Skills
Re-Invent Your Purpose
Re-Imagine Your World
Summary

Trademarks

Online Presence Weblogs

Publishing Networking

Speaking Enterprise 2.0

Who Am I?

We all Can Compete!

Resume Inventory

CV

“If you don’t like change, you’re going to like

irrelevance even less.”
General Eric Shinseki, Chief of Staff. U. S. Army