J C C C Interior Design PresentationPresentation Transcript
Introduction to Personal Branding and Social Media
How do you make people feel?
“ People will forget what you said. People will forget what you did, but people will never forget how you made them feel. ~Maya Angelou Something to think about
A brand is the sum of the all the
perceptions and emotions
about a product, or service
that live inside a customer’s mind.
The definition of a brand
This is a product
This is a logo
This is a brand Photo Credit: ant.sillydog.org/blog/pic/cult_of_mac_400x503.jpg Photo Credit: farm2.static.flickr.com/1093/653566351_2ce5d0. A brand is a promise of value
A product is made; a brand is made up of trust and relationships .
A service is a value delivered; a brand is a personality.
A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer .
A product or service can be easily copied by a competitor; a brand is unique.
How a Product or Service differ from a Brand
The Good News…
A brand can be a
business person’s best friend
The Bad News….
you have one (like it or not)
People we recognize by first name alone? The soda we drink The car we drive The computer we use We choose, use and engage with brands every day
Visible representations of brands are everywhere
Your Customers Do!
Without their perceptions and emotions
in their heads, all you have is a
product or service .
You DON’T own your brand
People buy from who they KNOW, LIKE and TRUST!
This is important because of a simple truth:
Driven by the following activities
The brand influences the perceptions and emotions that cause people to “like and trust” you
The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers but I think I’ve done a reasonable job with feelings. And, I’m convinced it is feelings and feelings alone that account for the success of the Virgin brand in all of it myriad forms.” Richard Branson Branson on Branding
A Personal Brand definition
The perceptions and emotions maintained
by someone else other than you describing
the total experience of having a
relationship with YOU
YOU have a brand
Your role as Marketing Officer of Brand YOU
To steer, shepherd, direct and inspire these
perceptions and emotions so that they align
with your vision for your brand and your goals
for your career.
“ The good news, and it is largely good news, is that everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark. “ ~Tom Peters Tom Peters on Personal Brands
Why you need a Personal Brand? HERE
We all are Free Agents in this new economy
A Personal Brand helps those buying what you’re selling to choose you
Increases your visibility
Social Media is a big driver behind the recent growth in Personal Brands
Shortens sales cycles
Speeds up the process for people to know, like and trust you
Gets you in the right “mindset”
Supports your goals and objectives
A good brand is developed at a strategic level and executed (and lived) daily in the details
A Personal Brand
Company Brand Personal Brand Brand Attribute(s) Brand Promise Brand Identity Change Fast, accurate, search results Charismatic, Great Orator Locate things Personal and Company brands have similar elements
There are three equal elements of a Personal Brand
Value Identification starts with introspection What are your goals? What do you value? What do you like to do? What are your personal drivers? What are you known for knowing? What do others value in you? What are you most proud of? What do you do that adds remarkable, measurable, distinguishable value?
And includes listening to how others experience you How do others experience you? What do people compliment you on? What about you makes people stop, watch and say WOW? Photo Credit: farm2.static.flickr.com/1213/1389750548_4c24c...
And identifying who needs what you sell Photo Credit: www.andreasbard.com/goals2007.jpg What is important to your target audience? What keeps them up at night? How can do you deliver a unique solution to them?
Driven Easy Going Persistent Self Starter Energetic Punctual Trustworthy Likeable Diligent Detail Oriented Results Driven Organized Creative Hilarious Facilitator Prolific Adaptable Adaptable Helpful Strategic Thoughtful Motivated Continuous Learner Quick Study Innovative Dynamic Reliable Organized Efficient Methodical Consistent Choose ones that are authentic for you and relevant to your goals and audience Genuine What are your brand attributes?
Value Communications starts with a plan Choose communication vehicles to reach your target audience AND play to your strengths Use your brand attributes to develop key messages that communicate your unique value proposition Develop a timeline to implement that supports constancy in your communications Photo Credit: www.fuzzone.com/blog/wp-content/uploads/2009/... Bio & Resume Social Media Public Speaking Volunteer Articles Networking Brand Communications Wheel
Consistently walking your talk is key to Value Delivery Design processes and implement habits that align with your brand attributes Use your brand promise as a decision making tool for your work, time-management, marketing, etc. Get regular feedback to document your value delivery Photo Credit: MarzanaMax - Flickr Social Media
Use the three brand principles to tie it all together Photo Credit: MarzanaMax - Flickr Social Media Take the time to bring clarity in what sets you apart Consistently deliver predictable value Be constantly visible to your target audience
The number of internet devices
1,000 in 1984
1,000,000 in 1992
1,000,000,000 in 2008
Did you know
The years it took to reach and audience of 50 million
Did you know Radio – 38 years Television – 13 years Internet – 4 years Facebook – 2 years
At 200+ Million Profiles
Facebook is larger than the country of Brazil!
Did you know Brazil
There are 31 billion searches
on Google every month
Did you know In 2006 there were only 2.7 billion
You ARE being “Googled” so why not manage Brand “You”? People are searching for YOU! Of course, you know
So you need to be found online has replaced this This
Word of Mouth is the largest influence on purchase decision Word of Mouth Is now powered by Social Media
Start with the big picture
What do you want to accomplish?
Who is your target audience?
What are the right tools?
Pick a home base
Linkedin, Facebook, Blog, Website
Reserve your name URL ( www.yourname.com )
Add other social media outposts that align with your goals
Build your online network
Share content that demonstrates your expertise
Getting found online
Social Networking Tools
Patience is still a virtue - Social networking/media is about relationships which take time to build and maintain
Be a friend to get a friend
Know your community
Be yourself - everyone is already taken
It is a dialogue - Monologues are for late night and traditional media
Start with the right Mental Mindset
200 Million Users and Growing
Small Business Page Example
Set-up the page at http://www.facebook.com/pages/create.php
Add your logo or a photo
Post relevant video, photos, notes
Promote it to get some fans
Add links to your website or other social media profiles
Send updates to your fans
Getting Started with a Page
Get a custom URL for your personal Facebook page i.e. www.facebook/yourname
Keep your personal page activity separate from your business fan page
Encourage professional contacts to be a fan vs. a friend
Use Facebook’s Privacy Settings to control who can see what on your profile
Remove photos that don’t support your personal brand
Edit Your Profile
Edit Account Settings Linkedin – Where to Start?
Create Your Profile
Create a compelling headline
Add a picture (very important)
Create Current and Past positions and Education
Fill out key details but be concise
Create your Summary
Your chance to sell
Use Keywords that people would search on
Profile and Summary
Profile Key Points
Use Status Updates
Another way to stay in front of people and share thoughts
Personalize Web Connections
Show Pertinent Links
Use ‘Other’ to allow you to generate your own description
Claim your name
Personalize your URL
Listen to the conversation
About your industry, specialty or company
Build relationships and grow your network
Like minded individuals
People interested in your products and services
Amplify your message
How to get started with ?
Pick a name (twitter handle)
Create your profile –
Add some personality
Link to your primary Home Base
(website, blog, Linkedin profile, Facebook page)
Download Tweetdeck or equivalent
So Twitter makes sense to you sooner than later
Follow people (http://twitter.com/search, http://twellow.com )
People with similar interests
People who could be interested in buying what you sell
To engage others in a conversation that isn’t “you” centric
About topics/information relevant to your target audience/personal brand
Start with the right mental mindset
Claim your name
Fully complete a profile for your “home base” plus one other social networks
Consistency counts with profile names, photos, etc.
Generally listen first, engage second
Be authentic; “faking it” is never a good strategy
Social Networking Best Practices
Social Media Tools
Putting the Social in Media Radio Broadcast TV Newspapers
Create content to tell a story Written Articles, E-books, Blogs, Slideshare Audio Podcast, Teleclass Visual Picture sharing, Slideshare Video Youtube, Webinar, V-cast Live Presentations, Workshops
Then share it
Social Media Best Practices
Remember the Social Media Mindset before you
Always keep your target audience in mind when
Serve your audience first by providing meaningful content, tips, advice
Ask yourself is it relevant to my target?
Link between your social media sites
Stay on message with your category of interest
Be transparent – it is critical to building trust
Five ways to use Social Media to find a job or client Social Media Listen to relevant industry conversations Tools: Google Alerts, Twitter Research prospective employers and prospects Tools: Linkedin, Twitter Network with friends and colleagues Tools: Facebook, Twitter, Linkedin Find people in your field Tools: Twitter, Linkedin Share your expertise Tools: YouTube, Flickr, Slideshare, etc. Photo credit: www.attcnetwork.org/images/mainphoto_find.jpg
Google yourself to get a baseline on your online visibility
Set-up a Google Alert on your name
Get a professional head shot taken
Pick a home base online: Facebook (Fan Page) or Linkedin
Linkedin Group: Social Media for interior design
Social Networking Site for Interior Design: www.avaliving.com
Put the URL for your website or Social Networking “home base” in your email signature line
Share your portfolio of work
Ask yourself what content can you create and share relevant to your target audience.
Reserve a URL in your name: www.yourname.com
Live it inside, Tell it outside, and People will LISTEN
Your brand is your story!
Thank You! “ A brand WORKS when the stories you tell about yourself are the same stories others tell about you What stories are people telling about you? “ ~Alicia Falcone