BRANDING 2.0 Presented by: Grace Rodriguez, AYN Brand

This workshop will help you answer: 1. What are Web 2.0 and Social Media? 2. How can I use it for Personal Branding? 3. How do I use it to Build Audience? 4. How do I Manage the Dialogue? BRANDING 2.0

This workshop will help you answer:

1. What are Web 2.0 and Social Media?

2. How can I use it for Personal Branding?

3. How do I use it to Build Audience?

4. How do I Manage the Dialogue?

WHAT ARE WEB 2.0 & SOCIAL MEDIA? Tag Cloud: Luca Cremonini/Markus Angermeier

The term "Web 2.0" is widely credited to Tim O'Reilly: The Web as Platform – The World is Flat (Thomas L. Friedman) Collective Intelligence – Crowdsourcing Content is King, Data is Key – Information Economy It’s Everywhere – Virtual Mobility Rich User Experiences – Useful, Engaging, Community-Oriented Web 1.0 was Commerce. Web 2.0 is People. - Ross Mayfield, CEO if Socialtext WHAT IS WEB 2.0?

The term "Web 2.0" is widely credited to Tim O'Reilly:

The Web as Platform – The World is Flat (Thomas L. Friedman)

Collective Intelligence – Crowdsourcing

Content is King, Data is Key – Information Economy

It’s Everywhere – Virtual Mobility

Rich User Experiences – Useful, Engaging, Community-Oriented

WHAT IS SOCIAL MEDIA? Social media is the use of electronic and Internet tools to share and discuss information and experiences with other people. Blogs : Wordpress, TypePad, Blogger Microblogs : Twitter, Jaiku, Pownce, Tumblr Social Networks : Facebook, LinkedIn, MySpace Aggregators : FriendFeed, SocialThing, Youmeo “ White Label” Networks : Ning, KickApps, CollectiveX Crowdsourcing : Wikipedia, PBWiki, Yelp, crowdSPRING Bookmarking : Delicious, StumbleUpon, Digg Photo : Flickr, SmugMug, Picasa, Photobucket Video : YouTube, Vimeo, TubeMogul Livecasting : Ustream, Justin.tv Audio/Music : imeem, Last.fm, Pandora, iLike

Social media is the use of electronic and Internet tools to share and discuss information and experiences with other people.

Blogs : Wordpress, TypePad, Blogger

Microblogs : Twitter, Jaiku, Pownce, Tumblr

Social Networks : Facebook, LinkedIn, MySpace

Aggregators : FriendFeed, SocialThing, Youmeo

“ White Label” Networks : Ning, KickApps, CollectiveX

Crowdsourcing : Wikipedia, PBWiki, Yelp, crowdSPRING

Bookmarking : Delicious, StumbleUpon, Digg

Photo : Flickr, SmugMug, Picasa, Photobucket

Video : YouTube, Vimeo, TubeMogul

Livecasting : Ustream, Justin.tv

Audio/Music : imeem, Last.fm, Pandora, iLike

WHAT IS THE DIFFERENCE? “ Web 2.0” represents the next generation of Internet companies and technology. “ Social Media” refers to the use of those tools to communicate with other people. Web 2.0 : Social Media :: TV/Cable : Broadcasts

BRANDING 2.0 “ Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions.” Branding is developing in identity and culture around your brand that inspires, moves, and motivates people. Branding 2.0 is achieving this in the virtual universe, reaching people everywhere, all the time.

PERSONAL BRANDING wordle.net

Being good in business is the most fascinating kind of art. Making money is art and working is art and good business is the best art. - Andy Warhol SELLING YOURSELF IS NOT SELLING OUT

Being good in business is the most fascinating kind of art. Making money is art and working is art and good business is the best art.

- Andy Warhol

YOU ARE YOUR PRODUCT Treating our personalities as products reflects an increasingly competitive society in which the best way to stand out is to develop an engaging - and easily defined - image. - Jennine Lee-St.John, TIME

To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? - Tom Peters, Fast Company BRAND YOU

To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different?

- Tom Peters, Fast Company

PROSTITUTION STARTS WITH P.R. The best way to sell yourself to others is first to sell the others to yourself. - Napoleon Hill

Build Relationships with Meaning & Value Social Capital is just as important as financial capital: Build Value: Provide quality content. Share: Spread the wealth. Credit: Respect & acknowledge others when it’s due. The ATM of Social Capital: Authenticity Transparency Meaning GOOD P.R. = GOOD RELATIONSHIPS

Build Relationships with Meaning & Value

Social Capital is just as important as financial capital:

Build Value: Provide quality content.

Share: Spread the wealth.

Credit: Respect & acknowledge others when it’s due.

The ATM of Social Capital:

Authenticity

Transparency

Meaning

BE SEEN: DEVELOP WEB PRESENCE Content : Create a meaningful, mission-driven mix of content, including verbal, visual, and audio postings. Community : Create an outreach strategy that engages the people you want to gather around your organization. Communication : Build a “home” for your conversations, whether through a blog or CMS, that people can always return to for more information and updates. Outposts : Build social network outposts to communicate with others and share the way to your “home” platform. Design & Linkage : Reciprocally link your home and outposts to communications, target audiences, community sites, industry sites, portals, blogs, etc.

Content : Create a meaningful, mission-driven mix of content, including verbal, visual, and audio postings.

Community : Create an outreach strategy that engages the people you want to gather around your organization.

Communication : Build a “home” for your conversations, whether through a blog or CMS, that people can always return to for more information and updates.

Outposts : Build social network outposts to communicate with others and share the way to your “home” platform.

Design & Linkage : Reciprocally link your home and outposts to communications, target audiences, community sites, industry sites, portals, blogs, etc.

Join the Conversation : Proactively participate - post insights, comments, kudos, questions, etc. Read & Respond : Create a system to regularly to follow and engage in the conversation. Google Alerts: Discover and monitor mentions, topic/industry keywords Feedburner: Track the number of your blog subscribers, monitor traffic spikes Twitter Search/TweetBeep: Track mentions, retweets, topic/industry keywords BE HEARD: ADVOCATE & PROMOTE

Join the Conversation : Proactively participate - post insights, comments, kudos, questions, etc.

Read & Respond : Create a system to regularly to follow and engage in the conversation.

Google Alerts: Discover and monitor mentions, topic/industry keywords

Feedburner: Track the number of your blog subscribers, monitor traffic spikes

Twitter Search/TweetBeep: Track mentions, retweets, topic/industry keywords

Develop authority within your field, build strong relationships, & increase your social capital by sharing: Information : Industry- and community-relevant news Tips : Shortcuts, best practices Techniques : How you’ve achieved special and/or unique results in your work Events : Shows, exhibits, openings, social, networking, workshops, seminars, conferences, etc. Opportunities : Job openings, proposal/bid requests, grant applications, collaborative opportunities, etc. BE A RESOURCE: SHARE!

Develop authority within your field, build strong relationships, & increase your social capital by sharing:

Information : Industry- and community-relevant news

Tips : Shortcuts, best practices

Techniques : How you’ve achieved special and/or unique results in your work

Events : Shows, exhibits, openings, social, networking, workshops, seminars, conferences, etc.

Opportunities : Job openings, proposal/bid requests, grant applications, collaborative opportunities, etc.

DEVELOP YOUR STRATEGY Identity: Who are you? Image: How do you want to be perceived? Culture: Who/what resonates with you? Positioning: How will you differentiate? Outreach: How will you connect? Align your Image, Efforts, and Activities with your mission/goals and BE CONSISTENT !

Identity: Who are you?

Image: How do you want to be perceived?

Culture: Who/what resonates with you?

Positioning: How will you differentiate?

Outreach: How will you connect?

Align your Image, Efforts, and Activities with your mission/goals and BE CONSISTENT !

BUILD AUDIENCE wordle.net

The Rhapsody demand, however, keeps going. Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. As fast as Rhapsody adds tracks to its library, those songs find an audience, even if it's just a few people a month, somewhere in the country. This is the Long Tail. - Chris Anderson, Wired IT’S A WHOLE NICHE WORLD

The Rhapsody demand, however, keeps going. Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. As fast as Rhapsody adds tracks to its library, those songs find an audience, even if it's just a few people a month, somewhere in the country.

This is the Long Tail.

- Chris Anderson, Wired

80/20 VS. 2.0 20% The New Way (with a bigger, longer tail) The Old Way (Pareto Principle, or 80/20 rule) Control When Web 2.0 is applied… Source: http://en.wikipedia.org/wiki/The_Long_Tail

EVERY ONE COUNTS 20% Source: http://en.wikipedia.org/wiki/The_Long_Tail High $ value donors, Smaller distribution Low $ value donors, Larger distribution Control Web 2.0 significantly increases total value contributed/received by aggregating the “long tail” of smaller value donors.

THE RENGEN *Source: “Decoding Generational Differences” by W. Stanton Smith, Principal, Next Generation Initiatives Short for Renaissance Generation, RenGen was coined by Patricia Martin to identify the new “Cultural Consumer” that has emerged alongside social media. This market comprises people from various age groups who are united by similar psychographics, rather than by traditional demographics: Their world is wired , flat , social , and democratic . They want authenticity , meaning , good design, natural / organic experiences and products . They want to feel connected to a mission* and have fun. They believe strongly in community service * and volunteering for a good cause . They connect through the Web frequently and regularly .

Short for Renaissance Generation, RenGen was coined by Patricia Martin to identify the new “Cultural Consumer” that has emerged alongside social media. This market comprises people from various age groups who are united by similar psychographics, rather than by traditional demographics:

Their world is wired , flat , social , and democratic .

They want authenticity , meaning , good design, natural / organic experiences and products .

They want to feel connected to a mission* and have fun.

They believe strongly in community service * and volunteering for a good cause .

They connect through the Web frequently and regularly .

THE NUMBERS 47% of people’s time on the internet is spent on content; 33% on communicating 91% of users are likely to act on a friend’s recommendation 330 million online video viewers Twitter @ 1 million users and 3 million messages per day LinkedIn @ 19 million users MySpace @ 110 million users 41% of users read blogs Source: Vanina Delobelle, PhD – May 08 0:07:51 1,655 Yahoo! 360° 1:00:10 1,749 MyYearbook 0:02:15 1,887 Buzznet.com 0:16:38 1,900 Meetup.com 0:23:34 2,025 hi5 0:20:33 2,176 Bebo 0:06:57 2,271 Ning 0:03:46 2,622 Last.fm 0:35:58 2,818 AOL Community 0:33:27 2,867 Tagged.com 0:12:03 3,558 Imeem 0:04:09 3,662 Flixster 0:32:47 4,347 Club Penguin 0:01:53 5,539 AOL Hometown 0:04:43 7,481 Reunion.com 0:06:13 8,546 Windows Live Spaces 0:12:52 9,566 LinkedIn 0:08:30 15,451 Classmates Online 1:21:14 29,226 Facebook 2:19:38 59,482 Myspace.com Time/Person Users (000) Top 20 Social Sites, 06/08

47% of people’s time on the internet is spent on content; 33% on communicating

91% of users are likely to act on a friend’s recommendation

330 million online video viewers

Twitter @ 1 million users and 3 million messages per day

LinkedIn @ 19 million users

MySpace @ 110 million users

41% of users read blogs

Source: Vanina Delobelle, PhD – May 08

MULTI-GENERATIONAL USE Base: US online consumers Source: NACTAS Q4 2006 North American Devices & Access Online Survey, Forrester NACTAS Q4 2006 Youth Media & Marketing And Finance Online Survey Percent of each generation in each Social Technographics® category

TARGET YOUR OUTREACH Source: Rapleaf Facebook Users 2.6 million users identified: 63% female, 36% male 17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs 2.9 major social networking sites used on average MySpace Users 11.3 million users identified: 63% female, 36% male 20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs 2.4 major social networking sites used on average LinkedIn Users: 0.8 million users identified: 38% female, 61% male 2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs 3.2 major social networking sites used on average Plaxo Users: 1.3 million users identified: 62% female, 37% male 16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs 3.6 major social networking sites used on average

Facebook Users

2.6 million users identified: 63% female, 36% male

17%<18 yrs | 52% 18-25 yrs | 21% 26-35 yrs | 5% 36-45 yrs | 5%>45 yrs

2.9 major social networking sites used on average

MySpace Users

11.3 million users identified: 63% female, 36% male

20%<18 yrs | 40% 18-25 yrs | 27% 26-35 yrs | 7% 36-45 yrs | 6%>45 yrs

2.4 major social networking sites used on average

LinkedIn Users:

0.8 million users identified: 38% female, 61% male

2%<18 yrs | 9% 18-25 yrs | 49% 26-35 yrs | 24% 36-45 yrs | 16%>45 yrs

3.2 major social networking sites used on average

Plaxo Users:

1.3 million users identified: 62% female, 37% male

16%<18 yrs | 39% 18-25 yrs | 24% 26-35 yrs | 10% 36-45 yrs | 11%>45 yrs

3.6 major social networking sites used on average

Research VIPs, potential buyers, curators, fans … People volunteer a vast amount of information on social networking sites. Through them you can discover: Relevant Interests Backgrounds Affiliations History : previous purchasing and patron activity Opportunities : points of convergence and synergy TARGET YOUR AUDIENCE

Research VIPs, potential buyers, curators, fans …

People volunteer a vast amount of information on social networking sites. Through them you can discover:

Relevant Interests

Backgrounds

Affiliations

History : previous purchasing and patron activity

Opportunities : points of convergence and synergy

Identify who they really are. Find where they visit and congregate. Visit their sites and hubs. Friend and follow them. Engage them with meaningful, valuable content and discussion. Support your audiences interests and causes … they just may return the favor. GET TO KNOW YOUR AUDIENCE

Identify who they really are.

Find where they visit and congregate.

Visit their sites and hubs.

Friend and follow them.

Engage them with meaningful, valuable content and discussion.

Support your audiences interests and causes … they just may return the favor.

NOW SEARCH … Seek your audience and their haunting grounds via: Google Facebook MySpace LinkedIn Twitter Relevant websites Directories

Seek your audience and their haunting grounds via:

Google

Facebook

MySpace

LinkedIn

Twitter

Relevant websites

Directories

MANAGING COMMUNITY wordle.net

FACEBOOK Create a Profile Populate it with your info, including all contact info, website, blog, email, etc. Customize it to be consistent with your brand Add photos, video, etc. Seek & Add Friends Invite others to add you Start a Fan Page / Group Seek & Invite people to Become a Fan /Join Group Enable Twitter

Create a Profile

Populate it with your info, including all contact info, website, blog, email, etc.

Customize it to be consistent with your brand

Add photos, video, etc.

Seek & Add Friends

Invite others to add you

Start a Fan Page / Group

Seek & Invite people to Become a Fan /Join Group

Enable Twitter

MYSPACE Create a Profile Populate it with your information, including all contact info, website, blog, email, and other profiles Customize it to be consistent with your brand Add photos, video, etc. Seek & Add Friends Invite people to add you

Create a Profile

Populate it with your information, including all contact info, website, blog, email, and other profiles

Customize it to be consistent with your brand

Add photos, video, etc.

Seek & Add Friends

Invite people to add you

LINKEDIN Create a Profile Populate it with your info, including all contact info, website, blog, email, and other profiles Seek & Add Contacts Invite others to link to you Ask for Recommendations Create a group for your fans and/or industry Invite people to join your group

Create a Profile

Populate it with your info, including all contact info, website, blog, email, and other profiles

Seek & Add Contacts

Invite others to link to you

Ask for Recommendations

Create a group for your fans and/or industry

Invite people to join your group

TWITTER Create a Profile Populate it with your info, including contact info, website, blog, email Customize it to be consistent with your brand Seek relevant & like-minded people to follow Tweet Retweet Reply Give kudos

Create a Profile

Populate it with your info, including contact info, website, blog, email

Customize it to be consistent with your brand

Seek relevant & like-minded people to follow

Tweet

Retweet

Reply

Give kudos

YOUTUBE Create a Profile Populate it with your info, including all contact info, website, blog, email, and other profiles Create a Channel Record yourself creating Record Events & Shows Upload & Tag them Share: Twitter, Facebook Embed videos in your blog and/or website

Create a Profile

Populate it with your info, including all contact info, website, blog, email, and other profiles

Create a Channel

Record yourself creating

Record Events & Shows

Upload & Tag them

Share: Twitter, Facebook

Embed videos in your blog and/or website

FLICKR Create a Profile Populate it with your info, including all contact info Create a group for your fans and/or genre Seek Contacts to add Photograph your work Photograph Shows & Events Upload & Tag them Share: Twitter, Facebook Embed the photos to your blog and/or website

Create a Profile

Populate it with your info, including all contact info

Create a group for your fans and/or genre

Seek Contacts to add

Photograph your work

Photograph Shows & Events

Upload & Tag them

Share: Twitter, Facebook

Embed the photos to your blog and/or website

THANK YOU! Grace Rodriguez President, AYN Brand grace@aynbrand.com | 713.568.6835 twitter: gracerodriguez | facebook: grace j rodriguez