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You & Your Brand Shadow - for Community & Marketing 2.0 Hamburg

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How lessons from managing your personal reputation online can be applied to organisations and brands.

How lessons from managing your personal reputation online can be applied to organisations and brands.

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  • 1. You and Your Brand Shadow The social web and brand communications Community  &  Marke0ng  2.0  |  Hamburg  |  29.09.10 Antony  Mayfield  |  @amayfield 1 Wednesday, 29 September 2010
  • 2. So I wrote this book... meandmywebshadow.com 2 Wednesday, 29 September 2010
  • 3. For friends & family 3 Wednesday, 29 September 2010
  • 4. What is the web? Wednesday, 29 September 2010
  • 5. TV, but better? Wednesday, 29 September 2010
  • 6. Media? 1.7 bn publishers Wednesday, 29 September 2010
  • 7. Ultrasocial Image: (cc) BrewBrooks Wednesday, 29 September 2010
  • 8. Social superheroes Wednesday, 29 September 2010
  • 9. Privacy is not a private matter... Wednesday, 29 September 2010
  • 10. Image : http://goo.gl/Fekj Panopticon? Wednesday, 29 September 2010
  • 11. Digital literacy Source: TweetStats.com Wednesday, 29 September 2010
  • 12. What you know or don't know about how networks work can influence how much Howard freedom, wealth and Rheingold participation you and your children will have in the rest of this century. Wednesday, 29 September 2010
  • 13. Business. Society. Individuals. Wednesday, 29 September 2010
  • 14. Here are 10 rules Image (cc): Kappelmeister Wednesday, 29 September 2010
  • 15. 1. Check your web shadow. Wednesday, 29 September 2010
  • 16. 2. Be the best / first source of information about you. Wednesday, 29 September 2010
  • 17. 3. Understand your networks. Wednesday, 29 September 2010
  • 18. 4. Be present. Wednesday, 29 September 2010
  • 19. 5. Be useful. Wednesday, 29 September 2010
  • 20. (don’t waste your efforts by not sharing) Wednesday, 29 September 2010
  • 21. 6. Public/ private. Wednesday, 29 September 2010
  • 22. 7. You are always on the record. Wednesday, 29 September 2010
  • 23. 8. Get a thicker skin Wednesday, 29 September 2010
  • 24. 9. Not another world Wednesday, 29 September 2010
  • 25. 10. Make it work for you... Wednesday, 29 September 2010
  • 26. ...and those close to you. Wednesday, 29 September 2010
  • 27. Turns out brands have to follow the same rules. 27 Wednesday, 29 September 2010
  • 28. All about the networks. Image: Bestario.org Wednesday, 29 September 2010
  • 29. ORGANISATION INDIVIDUAL 29 Wednesday, 29 September 2010
  • 30. S.T.O.P. 30 Wednesday, 29 September 2010
  • 31. Strategic Tactical Organisation Personal 31 Wednesday, 29 September 2010
  • 32. Strategic Tactical How will the social web affect how we think and plan at a strategic business level? Will they change our commercial, political, social & cultural environment? What will our response be? Organisation Personal 32 Wednesday, 29 September 2010
  • 33. Tactical Strategic How will the tactics of our brand marketing change? What will happen to the structure of campaigns, the mix of media, our relationships with media and agency partners? Organisation Personal 33 Wednesday, 29 September 2010
  • 34. Strategic Tactical Organisation Our organisation, including our employees and suppliers, has evolved to meet the demands of a media and marketing environment that is changing rapidly. Will Personal the divisions and structures we have now need to change? How will communications, governance and collaboration alter? 34 Wednesday, 29 September 2010
  • 35. Strategic Tactical Personal What will this mean for us all at a Organisation personal level? What skills and ways of working will need to be considered? Will the nature of our people’s work, of work itself, be altered? 35 Wednesday, 29 September 2010
  • 36. Framework 36 Wednesday, 29 September 2010
  • 37. 36 Wednesday, 29 September 2010
  • 38. Principles. Platforms. Processes. 37 Wednesday, 29 September 2010
  • 39. Thank you icrossing.de antonymayfield.com @amayfield meandmywebshadow.com 47 38 13 Wednesday, 29 September 2010