Blog Yourself into Your Dream Job (The Internet has Democratized Fame) PREPARED FOR The American University February 18, 2013

1. Proprietary and Confidential
Blog Yourself into Your Dream Job
(The Internet has Democratized Fame)
PREPARED FOR The American University
February 18, 2013
Brand + Digital

2. Proprietary and Confidential
ABOUT CHRIS
(Your Lecturer for the Evening)
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3. Proprietary and Confidential
Chris Abraham, Director, Social Media
BIO
Chris Abraham is a leading expert in digital: online
reputation management (ORM), Internet privacy, social
media marketing and digital PR with a focus on blogger
outreach, blogger engagement and Internet crisis
response.
A pioneer in online social networks and publishing, with
a natural facility for anticipating the next big thing,
Chris is an Internet analyst, web strategy consultant
and advisor to the industries’ leading companies. Chris
is based in Washington, D.C.
And while he may well be a graduate of GW, he’s
completely devoted to WAMU 88.5FM and the queen
of talk radio herself, Ms. Diane Rehm.
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ABOUT UNISON
Agency Overview
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OUR GOAL: BUILDING MEMORABLE EXPERIENCES
Behind every great brand there is a
compelling story. Unique. Inspiring.
Unprecedented. Iconic. Defining.
Enduring.
Unison’s business is getting to the heart of human
behavior and creating compelling stories through
user-centered, integrated experiences. In doing so,
our brands cut through the noise of our information-
overloaded, 21st century lives to create recognition,
stimulate action and build loyalty.
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AGENCY SNAPSHOT
2003Founded
3 Offices
6Industry segments
11+ Languages
25+Employees
11Disciplines
35+Countries
1 Global network
ALLIANCES/PARTNERS GLOBAL EXPERIENCE
Unison serves clients in 35+ countries
across government, not-for-profit, retail,
hospitality, financial services, and
energy sectors.
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OUR CAPABILITIES
KEY SERVICES
BRAND: What we need customers to think and feel to achieve the goals of a
business at every interaction (decision point) with a brand
CUSTOME PRODUCT/EXPERIENCE DESIGN: How we increase value through innovation
R
EXPERIEN OMNI-CHANNEL EXPERIENCES: How we engage customers across all
CE
channels in alignment with the brand
CAMPAIGNS & STRATEGIC COMMUNICATIONS: How we drive customers to
take action in alignment with the business goals
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BUILDING FAME
How I Did It (and You Can Too)
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ON THE INTERNET, NOBODY KNOWS YOU’RE A DOG
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ON THE INTERNET, YOU’RE ONLY AS GOOD AS YOUR
CONTENT
WHO
Who are the influencers and luminaries of your industry?
(Who do you want to be, to become?)
WHAT
What do these industry celebrities care about?
(What do you care about? What is your passion?)
WHERE
Where do they spend their time?
(Where do you spend your time? Doing what?)
HOW
How do you engage them meaningfully and positively?
(How do they engage you back?)
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STEP 1: YOU NEED TO START A (REAL) BLOG
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STEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS
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STEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS
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STEP 2: KEEP ABREAST OF YOUR DREAM INDUSTRY’S NEWS
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STEP 3: ENGAGE WITH YOUR LUMINARIES WHERE THEY LIVE
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STEP 4: BLOG YOUR WAY UP IN THE WORLD
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STEP 5: NAIL THE INTERVIEW EVERY TIME YOU BLOG
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STEP 6: MAKE SURE THEY KNOW YOU BY NAME
•Become a colleague not a follower
•Become a competitor and not an inferior
•Become an ally and not an unknown
•Become an asset and not a liability
•Become a resource and not a regret
•Become a friend and not an acquaintance
•Ask for help as much as you offer it
•Ask for favors as much as you grant them
•People feel invested if they invest in you
•Bloggers (and profs) don’t take commenters seriously
•Bloggers debate blogger to blogger (as do profs)
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THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH
ME:
myTWITTER: @chrisabraham unTWITTER: @UnisonAgency
myFACEBOOK: /chrisabraham unFACEBOOK: /UnisonAgency
myLINKEDIN: /in/chrisabraham unLINKEDIN: /company/unison-agency
myEMAIL: chris@unisonagency.com unEMAIL: chris@unisonagency.com
myBLOG: chrisabraham.com
myG+/Talk: cabraham@gmail.com
Waterfront Center Tribeca Film Center West Coast Office
1010 Wisconsin Avenue, NW 375 Greenwich Street 1035 South Grand Avenue
Suite 405 New York, NY 10013 Los Angeles, CA 90015
Washington, DC 20007 USA USA
USA
212.941.3990 213.744.7900
202.337.7887 212.777.0907 213.744.7901
202.466.6235
info@unisonagency.com
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unisonagency.com