Personal branding & social media - a la Mayor Nenshi

SOCIAL MEDIA & PERSONAL BRANDINGBuilding & Managing the “Nenshi” Brand
Presented by: Brian F. Singh, ZINC Research
Date: January 29, 2011

Your personal brand…
Your most important asset.
And Real Life better align with Online.

Real Life & Online.
Education: Economics, Epidemiology.
Marketing Research & Polling Firm Owner… primarily Internet-based.
Strategist – Activating research.
Leverage social media.
Enrich my interests.
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And how I love this… AMPLIFICATION.
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Now & Future…
Manage your personal brand.
Social Media: Cost of Entry.
Visibility. Consistency. Expectation.

Focus and Commitment.

Authenticity.

Complexity -> Personality
Champion Debater
Student Council President
Management Consultant
Academic/Professor
Author
Journalist/Media
Chair – Arts Organization
TEDx Speaker
Plan-It Calgary
Mayoral Candidate…

The Problem: Who is Nenshi?
No awareness nor familiarity.
No money.
McIver’s “war chest” & perceived “in-waiting.”
Higgins: A household name.
A Unique Opportunity…
Timing, Scale & Geography
Strategy, Tactics & Execution

Build & Reinforce the “Nenshi” Brand.What Social Media Facilitated…
Differentiation.
Redefine the rules.
Gathering intelligence.
Innovation in communication.
One step ahead.
Go to the people… wherever they are.
Seed “Advocates:” Create base to talk among themselves.

What does this have to do with raising brand awareness?
SKYSCRAPERS?
HOCKEY?
CARS?

Know thy Audience: Connect with the Hyper-Engaged.

The Strategy.
Phase 1: Awareness & Own Online.
Phase 2: Brand (Stand out/Differentiate)
Phase 3: Leadership.
“The Event”
Devised with focus, but latitude.

Building & Attaining the “Mayor Nenshi” Brand…Plan. Deploy. Evaluate. Refine.
Social Media Monitoring
Sentiment Analysis
Web Analytics
Media Monitoring
Voter Identification/ Geo-Demographic Targeting
Volunteer Feedback
Social Media Monitoring
Web Analytics
Engagement Metrics
PUBLIC OPINION POLLING (Population Reflective)
CAMPAIGN STRATEGY
“The Bridge:” Social Media & Canadians Study

Brand Communication...

A Brand Does Not Exist in Isolation.Sept 3-7, 2010; All Respondents, “None” Excluded
FISCAL MANAGEMENT & LEADERSHIP
A strong leader
Will effectively manage the City’s budget
A personality I can relate to
RIC McIVER
LEADERSHIP QUALITIES
Someone I would be proud to have represent my city
The required experience to be Mayor
Firm, yet adaptable in thinking about Calgary’s needs
BARB HIGGINS
NAHEED NENSHI
LEADERSHIP EXPERIENCE
Articulate and able to discuss issues clearly
Has a strong vision for Calgary
Trustworthy
Knowledgeable about civic issues
Able to build consensus with City Council
Will work well with City Council
BOB HAWKESWORTH
PERSONABLE CIVIC LEADERSHIP
Consider: Distance from Origin (further, more defined); direction from origin, where a chord would pass through a Candidate’s bubble, and proximity to Candidates.
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Survey: Social Media & Engagement.“Media Literacy”

Manage Reputation.

Addressing Concerns: e.g., 3 Pillars Video
Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637

Brand Advocacy…

Evaluation Matters.Facebook Fan Page: “Like This”
Naheed Nenshi
Barb Higgins
Ric McIver
Number of Followers Facebook Fan Page
Date (Week of...)
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Social Media & Brand Management…
“Define Self:”Audit, Communicate, Explore, Evaluate & Refine.
Authentically You(Values, Personality, Image).
Differentiation: “Can’t be everything to everybody. You need to be something to somebody.”
“Media Literacy.”
Commitment & Focus.
Vigilance.
Trust: Relationships & Quality of Connections.
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THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh
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Personal branding & social media - a la Mayor Nenshi

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Personal branding & social media - a la Mayor Nenshi Webinar Transcript