J C C C Interior Design Presentation

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J C C C Interior Design Presentation

  1. 1. Introduction to Personal Branding and Social Media
  2. 2. How do you make people feel?
  3. 3. “ 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
  4. 4. <ul><li>A brand is the sum of the all the </li></ul><ul><li>perceptions and emotions </li></ul><ul><li>about a product, or service </li></ul><ul><li>that live inside a customer’s mind. </li></ul>The definition of a brand
  5. 5. This is a product
  6. 6. This is a logo
  7. 7. 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
  8. 8. <ul><li>A product is made; a brand is made up of trust and relationships . </li></ul><ul><li>A service is a value delivered; a brand is a personality. </li></ul><ul><li>A product is sold by a merchant and a service delivered by a consultant; A brand is bought by a customer . </li></ul><ul><li>A product or service can be easily copied by a competitor; a brand is unique. </li></ul>How a Product or Service differ from a Brand
  9. 9. <ul><li>The Good News… </li></ul><ul><li>A brand can be a </li></ul><ul><li>business person’s best friend </li></ul><ul><li>The Bad News…. </li></ul><ul><li>Or Not </li></ul><ul><li>The reality…. </li></ul><ul><li>you have one (like it or not) </li></ul>
  10. 10. 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
  11. 11. Visible representations of brands are everywhere
  12. 12. <ul><li>Your Customers Do! </li></ul><ul><li>Without their perceptions and emotions </li></ul><ul><li>in their heads, all you have is a </li></ul><ul><li>product or service . </li></ul>You DON’T own your brand
  13. 13. <ul><li>People buy from who they KNOW, LIKE and TRUST! </li></ul>This is important because of a simple truth: <ul><li>Driven by the following activities </li></ul><ul><li>Marketing </li></ul><ul><li>PR </li></ul><ul><li>Sales </li></ul><ul><li>Business Development </li></ul>The brand influences the perceptions and emotions that cause people to “like and trust” you
  14. 14. 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
  15. 15. A Personal Brand definition <ul><li>The perceptions and emotions maintained </li></ul><ul><li>by someone else other than you describing </li></ul><ul><li>the total experience of having a </li></ul><ul><li>relationship with YOU </li></ul>
  16. 16. YOU have a brand
  17. 17. Your role as Marketing Officer of Brand YOU <ul><li>To steer, shepherd, direct and inspire these </li></ul><ul><li>perceptions and emotions so that they align </li></ul><ul><li>with your vision for your brand and your goals </li></ul><ul><li>for your career. </li></ul>
  18. 18. “ 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
  19. 19. Why you need a Personal Brand? HERE
  20. 20. We all are Free Agents in this new economy
  21. 21. <ul><li>Creates differentiation </li></ul><ul><ul><li>A Personal Brand helps those buying what you’re selling to choose you </li></ul></ul><ul><li>Increases your visibility </li></ul><ul><ul><li>Social Media is a big driver behind the recent growth in Personal Brands </li></ul></ul><ul><li>Shortens sales cycles </li></ul><ul><ul><li>Speeds up the process for people to know, like and trust you </li></ul></ul><ul><li>Improves confidence </li></ul><ul><ul><li>Gets you in the right “mindset” </li></ul></ul><ul><li>Supports your goals and objectives </li></ul><ul><ul><li>A good brand is developed at a strategic level and executed (and lived) daily in the details </li></ul></ul>A Personal Brand
  22. 22. 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
  23. 23. There are three equal elements of a Personal Brand <ul><li>Value Identification </li></ul><ul><li>Value Communication </li></ul><ul><li>Value Delivery </li></ul>
  24. 24. 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?
  25. 25. 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...
  26. 26. 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?
  27. 27. 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?
  28. 28. And end with your brand promise <ul><li>Finish with a written, one-sentence </li></ul><ul><li>Brand Promise that describes: </li></ul><ul><ul><li>The value you offer </li></ul></ul><ul><ul><li>Who it is intended for </li></ul></ul><ul><ul><li>Your differentiation </li></ul></ul><ul><li>Make sure it is short, simple, easy to memorize </li></ul><ul><li>and understand </li></ul><ul><li>A Good Brand Promise provides focus for </li></ul><ul><li>decision making and helps you prioritize work </li></ul><ul><li>and marketing activities </li></ul>Photo credit: 3.bp.blogspot.com/_WDdUbuPoIjI/SldWLxw-gvI/AA
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. <ul><li>The number of internet devices </li></ul><ul><ul><ul><li>1,000 in 1984 </li></ul></ul></ul><ul><ul><ul><li>1,000,000 in 1992 </li></ul></ul></ul><ul><ul><ul><li>1,000,000,000 in 2008 </li></ul></ul></ul>Did you know
  33. 33. <ul><li>The years it took to reach and audience of 50 million </li></ul>Did you know Radio – 38 years Television – 13 years Internet – 4 years Facebook – 2 years
  34. 34. <ul><li>At 200+ Million Profiles </li></ul><ul><li>Facebook is larger than the country of Brazil! </li></ul>Did you know Brazil
  35. 35. <ul><li>There are 31 billion searches </li></ul><ul><li>on Google every month </li></ul>Did you know In 2006 there were only 2.7 billion
  36. 36. You ARE being “Googled” so why not manage Brand “You”? People are searching for YOU! Of course, you know
  37. 37. So you need to be found online has replaced this This
  38. 38. Word of Mouth is the largest influence on purchase decision Word of Mouth Is now powered by Social Media
  39. 39. <ul><li>Start with the big picture </li></ul><ul><ul><li>What do you want to accomplish? </li></ul></ul><ul><ul><li>Who is your target audience? </li></ul></ul><ul><ul><li>What are the right tools? </li></ul></ul><ul><li>Pick a home base </li></ul><ul><ul><li>Linkedin, Facebook, Blog, Website </li></ul></ul><ul><ul><li>Reserve your name URL ( www.yourname.com ) </li></ul></ul><ul><li>Add other social media outposts that align with your goals </li></ul><ul><li>Build your online network </li></ul><ul><li>Share content that demonstrates your expertise </li></ul>Getting found online
  40. 40. Social Networking Tools
  41. 41. <ul><li>Patience is still a virtue - Social networking/media is about relationships which take time to build and maintain </li></ul><ul><li>Be a friend to get a friend </li></ul><ul><li>Know your community </li></ul><ul><li>Be yourself - everyone is already taken </li></ul><ul><li>It is a dialogue - Monologues are for late night and traditional media </li></ul>Start with the right Mental Mindset
  42. 42. Social Networking
  43. 43. 200 Million Users and Growing
  44. 44. Small Business Page Example
  45. 45. <ul><li>Set-up the page at http://www.facebook.com/pages/create.php </li></ul><ul><li>Add your logo or a photo </li></ul><ul><li>Post relevant video, photos, notes </li></ul><ul><li>Promote it to get some fans </li></ul><ul><li>Add links to your website or other social media profiles </li></ul><ul><li>Send updates to your fans </li></ul>Getting Started with a Page
  46. 46. <ul><li>Get a custom URL for your personal Facebook page i.e. www.facebook/yourname </li></ul><ul><li>Keep your personal page activity separate from your business fan page </li></ul><ul><li>Encourage professional contacts to be a fan vs. a friend </li></ul><ul><li>Use Facebook’s Privacy Settings to control who can see what on your profile </li></ul><ul><li>Remove photos that don’t support your personal brand </li></ul>Best Practices
  47. 47. Social Networking
  48. 48. <ul><li>Edit Your Profile </li></ul>Edit Account Settings Linkedin – Where to Start?
  49. 49. <ul><li>Create Your Profile </li></ul><ul><li>Create a compelling headline </li></ul><ul><li>Add a picture (very important) </li></ul><ul><li>Create Current and Past positions and Education </li></ul><ul><li>Fill out key details but be concise </li></ul><ul><li>Create your Summary </li></ul><ul><li>Your chance to sell </li></ul><ul><li>Use Keywords that people would search on </li></ul>Profile and Summary
  50. 50. Profile Key Points <ul><li>Use Status Updates </li></ul><ul><li>Another way to stay in front of people and share thoughts </li></ul><ul><li>Get Recommendations </li></ul><ul><li>Personalize Web Connections </li></ul><ul><li>Show Pertinent Links </li></ul><ul><li>Use ‘Other’ to allow you to generate your own description </li></ul><ul><li>Claim your name </li></ul><ul><li>Personalize your URL </li></ul>
  51. 51. Social Networking
  52. 52. Why ? <ul><li>Listen to the conversation </li></ul><ul><ul><li>About your industry, specialty or company </li></ul></ul><ul><li>Build relationships and grow your network </li></ul><ul><ul><li>Like minded individuals </li></ul></ul><ul><ul><li>People interested in your products and services </li></ul></ul><ul><li>Amplify your message </li></ul><ul><li>Share Content </li></ul><ul><li>Promote events </li></ul>
  53. 53. How to get started with ? <ul><li>Pick a name (twitter handle) </li></ul><ul><li>Create your profile – </li></ul><ul><ul><li>Add some personality </li></ul></ul><ul><ul><li>Link to your primary Home Base </li></ul></ul><ul><ul><ul><li>(website, blog, Linkedin profile, Facebook page) </li></ul></ul></ul><ul><li>Download Tweetdeck or equivalent </li></ul><ul><ul><li>So Twitter makes sense to you sooner than later </li></ul></ul><ul><li>Follow people (http://twitter.com/search, http://twellow.com ) </li></ul><ul><ul><li>Friends </li></ul></ul><ul><ul><li>People with similar interests </li></ul></ul><ul><ul><li>People who could be interested in buying what you sell </li></ul></ul><ul><li>Listen first </li></ul><ul><li>Tweet second </li></ul><ul><ul><li>To engage others in a conversation that isn’t “you” centric </li></ul></ul><ul><ul><li>About topics/information relevant to your target audience/personal brand </li></ul></ul>
  54. 54. <ul><li>Start with the right mental mindset </li></ul><ul><li>Profiles </li></ul><ul><ul><li>Claim your name </li></ul></ul><ul><ul><li>Fully complete a profile for your “home base” plus one other social networks </li></ul></ul><ul><li>Consistency counts with profile names, photos, etc. </li></ul><ul><li>Generally listen first, engage second </li></ul><ul><li>Be authentic; “faking it” is never a good strategy </li></ul>Social Networking Best Practices
  55. 55. Social Media Tools
  56. 56. Putting the Social in Media Radio Broadcast TV Newspapers
  57. 57. 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
  58. 58. Then share it
  59. 59. Social Media Best Practices <ul><li>Remember the Social Media Mindset before you </li></ul><ul><li>start </li></ul><ul><li>Always keep your target audience in mind when </li></ul><ul><li>creating content </li></ul><ul><ul><li>Serve your audience first by providing meaningful content, tips, advice </li></ul></ul><ul><ul><li>Ask yourself is it relevant to my target? </li></ul></ul><ul><li>Link between your social media sites </li></ul><ul><li>Stay on message with your category of interest </li></ul><ul><li>Be transparent – it is critical to building trust </li></ul>
  60. 60. 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
  61. 61. <ul><li>Google yourself to get a baseline on your online visibility </li></ul><ul><ul><li>Set-up a Google Alert on your name </li></ul></ul><ul><li>Get a professional head shot taken </li></ul><ul><li>Pick a home base online: Facebook (Fan Page) or Linkedin </li></ul><ul><ul><ul><li>Linkedin Group: Social Media for interior design </li></ul></ul></ul><ul><ul><ul><li>Social Networking Site for Interior Design: www.avaliving.com </li></ul></ul></ul><ul><ul><ul><li>Put the URL for your website or Social Networking “home base” in your email signature line </li></ul></ul></ul><ul><li>Share your portfolio of work </li></ul><ul><ul><ul><li>Ask yourself what content can you create and share relevant to your target audience. </li></ul></ul></ul><ul><li>Reserve a URL in your name: www.yourname.com </li></ul>Next Steps
  62. 62. <ul><ul><li>Live it inside, Tell it outside, and People will LISTEN </li></ul></ul>Your brand is your story!
  63. 63. <ul><ul><li>Linkedin.com/in/AliciaFalcone </li></ul></ul><ul><ul><li>Twitter.com/AliciaFalcone </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>www.thebrandatwork.com </li></ul></ul>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

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