BUILDING
AN
ONLINE
IDENTITY




Prepared by Alex Johnson
For Power to the Pixel
Digital Distribution & Film Innovation For...
BRAND
is
not
a
dirty
word

Filmmakers,
projects
&/or
companies
need
to
present
themselves

as
strong
&
recognizable
brands

Term
BRAND
has
a
bad
reputaJon

      Why?

      •  ver
used
term

       O
      •  ssociated
with
unreliable
authors
–
...
Brand
as
an
ID
marker





       Levis
            Wrangler
   Diesel

BRAND
PERCEPTION





            A
BRAND
is
a
promise

            
 
 
 
 
 
 
  Walter
Landor

BRAND
PERCEPTION

BRAND
PERCEPTION





                              “a
gilded
invita0on
to
join
the
show's

                              ...
BRAND
PERCEPTION



  A
brand
is
a
collecJon
of

  percepJons
in
the
mind
of

  the
consumer

 
 
 
 

                   ...
BRAND
PERCEPTION



   Brand
tags


   
 
 
 

   The
sum
of
all
thoughts
 in
a
consumers

   head
    

BRAND
PERCEPTION



Why
&
how
does
this
apply
to
me?

You
are
who
google
says
you
are
   Branding
has
become
a
mainstream
...
BRAND
BUILDING



So
how
do
I
create
a
brand
online?

     1.  LOOK
AT
YOUR
PEERS
/
COMPETITORS
(POSITIONING)


     2.
DE...
BRAND
BUILDING


1.
LOOK
AT
YOUR
PEERS
/
COMPETITORS
(POSITIONING)

How
are
you
different?

What
are
people
saying
about
th...
BRAND
BUILDING

3.
DEVELOP
A
VISUAL
IDENTITY

Mood‐board
from
keywords,
look
at
references
from
all
over,
logo,
color
choi...
BRAND
BUILDING


4.
CREATE
A
SINGULAR
BUT
DISTRIBUTED
IDENTITY

•  Website
as
a
casing
for
social
media:
Literal
example
–...
BRAND
BUILDING


4.
CREATE
A
SINGULAR
BUT
DISTRIBUTED
IDENTITY

•  Entry
points–stumble
on,
Google
rise–findability,
Bandwi...
BRAND
BUILDING


 5.
DEVELOP
YOUR
ONLINE
PERSONALITY

 •  Choose
the
tool
mix
that’s
right
for
you

 •  Learn
what
makes
a...
BRAND
BUILDING


 6.
GET
USED
TO
ONLINE
SPEED
(LOYALTY)


 •  The
feedback
loop
–
moJve,
dr
horrible


 •  Track
&
talk
off...
BUILDING AN ONLINE IDENTITY - Power to the Pixel workshop 2008
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BUILDING AN ONLINE IDENTITY - Power to the Pixel workshop 2008

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Workshop I gave on how to build an online identity-primarily aimed at filmmakers, at Power to the Pixel 2008, a digital distribution & film innovation forum
http://powertothepixel.com/ For the video please go to http://workbookproject.com/category/motive/

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BUILDING AN ONLINE IDENTITY - Power to the Pixel workshop 2008

  1. 1. BUILDING
AN
ONLINE
IDENTITY
 Prepared by Alex Johnson For Power to the Pixel Digital Distribution & Film Innovation Forum, London 23 Oct 2008 www.alexjohnsononline.com
  2. 2. BRAND
is
not
a
dirty
word
 Filmmakers,
projects
&/or
companies
need
to
present
themselves
 as
strong
&
recognizable
brands

  3. 3. Term
BRAND
has
a
bad
reputaJon
 Why?
 •  ver
used
term
 O •  ssociated
with
unreliable
authors
–
marketers,
fakes,
those
in
 A front
of
camera
not
behind
 Reclaim
it.
Guide
it.
It’s
important.
 Why?
 •  imply
how
you
are
described
 S •  or
a
strong
brand
there
is
overall
consensus
 F •  eople
associate
themselves
with
a
brand
as
an
ID
marker
 P •  tronger
brand,
more
recognizable
you
are
–
opportuniJes
will
 S come
to
you
 •  llows
you
to
know
what
partnerships
&
choices
are
right
for
you
 A
  4. 4. Brand
as
an
ID
marker
 Levis
 Wrangler
 Diesel

  5. 5. BRAND
PERCEPTION
 A
BRAND
is
a
promise
 
 
 
 
 
 
 
 Walter
Landor

  6. 6. BRAND
PERCEPTION

  7. 7. BRAND
PERCEPTION
 “a
gilded
invita0on
to
join
the
show's
 universe”
 “the
perfect
amuse‐bouche”
 Newsweek
–
True
Blood:
the
lost
art
of
opening
credits

  8. 8. BRAND
PERCEPTION
 A
brand
is
a
collecJon
of
 percepJons
in
the
mind
of
 the
consumer

 
 
 
 
 Why?
It
is:

 • ntangible.
Not
a
product
or
service

 I •  oyalty
ladder
–
different
percepJons
 L •  bout
the
total
experience,
not
just
iconography
&
 A communicaJons
 hWp://www.buildingbrands.com

  9. 9. BRAND
PERCEPTION
 Brand
tags

 
 
 
 
 The
sum
of
all
thoughts
 in
a
consumers
 head
 

  10. 10. BRAND
PERCEPTION
 Why
&
how
does
this
apply
to
me?
 You
are
who
google
says
you
are
 Branding
has
become
a
mainstream
individual
pursuit

  11. 11. BRAND
BUILDING
 So
how
do
I
create
a
brand
online?
 1.  LOOK
AT
YOUR
PEERS
/
COMPETITORS
(POSITIONING)
 2.
DEFINE
YOUR
BRAND
ATTRIBUTES
 3.
DEVELOP
A
VISUAL
IDENTITY
 4.
CREATE
A
SINGULAR
BUT
DISTRIBUTED
IDENTITY
 6.
GET
USED
TO
ONLINE
SPEED
(LOYALTY)


  12. 12. BRAND
BUILDING
 1.
LOOK
AT
YOUR
PEERS
/
COMPETITORS
(POSITIONING)
 How
are
you
different?

What
are
people
saying
about
them?

Buzz
report
 2.
DEFINE
YOUR
BRAND
ATTRIBUTES
 Ask
yourself
quesJons,
list
keywords

  13. 13. BRAND
BUILDING
 3.
DEVELOP
A
VISUAL
IDENTITY
 Mood‐board
from
keywords,
look
at
references
from
all
over,
logo,
color
choice
–
 cymbolism
site
 hWp://www.usabilitypost.com

  14. 14. BRAND
BUILDING
 4.
CREATE
A
SINGULAR
BUT
DISTRIBUTED
IDENTITY
 •  Website
as
a
casing
for
social
media:
Literal
example
–
modernity
agency
site
&
bud
 caddell
friend
feed;
felicia
day

  15. 15. BRAND
BUILDING
 4.
CREATE
A
SINGULAR
BUT
DISTRIBUTED
IDENTITY
 •  Entry
points–stumble
on,
Google
rise–findability,
Bandwidth
sharing,
Community
 parJcipaJon
 Delicious
 Behance
 Flickr
 Google
 VS
 12
seconds
 Your
 Youtube
 Your
 website
 website
 Blog
 TwiWer
 
Ning
 
Dopplr

  16. 16. BRAND
BUILDING
 5.
DEVELOP
YOUR
ONLINE
PERSONALITY
 •  Choose
the
tool
mix
that’s
right
for
you
 •  Learn
what
makes
a
page
valuable
(copy,
insight)
 •  How
I
do
it
 •  Respect
the
house:
speak
differently
in
different
places
 •  Consider
a
handle
 •  Rise
up
google
through
press,
own
sites,

 consistent
presence
on
mulJple
social
media
plaborms

  17. 17. BRAND
BUILDING
 6.
GET
USED
TO
ONLINE
SPEED
(LOYALTY)

 •  The
feedback
loop
–
moJve,
dr
horrible

 •  Track
&
talk
offsite
&
onsite
‐
google/twiWer
alerts,
web
analysis
tools
 GOOD
ONLINE
IDENTITIES

 Tom
Green,
Kevin
Smith,
Miranda
July,
Rosie
O’Donnell


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