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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 …

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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Transcript

  • 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. BRAND
is
not
a
dirty
word
 Filmmakers,
projects
&/or
companies
need
to
present
themselves
 as
strong
&
recognizable
brands

  • 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. Brand
as
an
ID
marker
 Levis
 Wrangler
 Diesel

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

  • 6. BRAND
PERCEPTION

  • 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. 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. BRAND
PERCEPTION
 Brand
tags

 
 
 
 
 The
sum
of
all
thoughts
 in
a
consumers
 head
 

  • 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. 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. 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. 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. 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. 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. 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. 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