PRSA Digital Impact, Profiting from Personal Brands

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PRSA Digital Impact Conference 2011 in NYC. Conference program at http://www.prsa.org/Conferences/DigitalImpact/full.program

PRSA Digital Impact Conference 2011 in NYC. Conference program at http://www.prsa.org/Conferences/DigitalImpact/full.program

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  • 1. LO R EM I P S U M PROFITING FROM PERSONAL BRANDS What your CEO needs to know Ed Schipul | www.schipul.com | @eschipulFriday, May 6, 2011 1
  • 2. WHAT IF I’M WRONG?Friday, May 6, 2011 2
  • 3. Source: Blue Ocean Strategy <-- one AWESOME book!Friday, May 6, 2011 3
  • 4. LOR E M I P S U M http://www.youtube.com/watch?v=R2bLNkCqpuY The power of Story, the power of PEOPLE www.flickr.com/photos/dominicspics/148674451Friday, May 6, 2011 4
  • 5. LO R EM I P S U M www.flickr.com/photos/lukasch More than just a product pitch www.flickr.com/photos/ www.flickr.com/photos/lukasch 99651925@N00Friday, May 6, 2011 5
  • 6. More than just a person LO R EM I P S U M Hi, I’m happykatieFriday, May 6, 2011 6
  • 7. LO R EM I P S U M PERSONAL BRANDS MEAN BUSINESSwww.flickr.com/photos/mrhayata/3288095508Friday, May 6, 2011 7
  • 8. LET’S TALK ABOUT... • Old vs. new brand management • Finding profitability in Personal Brands • Let’s get real and talk RISKFind this presentation: www.slideshare.net/eschipulFriday, May 6, 2011 8
  • 9. Section 1 Brand management through the agesFriday, May 6, 2011 9
  • 10. the Biograph Girl Florence Lawrence MYSTERY STARLETS DD She’s not dead, sh e’s wor king for us no w! www.flickr.com/photos/abbyladybug/75775343Friday, May 6, 2011 10
  • 11. FAUX-BRANDED x STARS Rock of Gibraltar + Hudson River = Rock HudsonFriday, May 6, 2011 11
  • 12. WHO ARE YOUR PERSONAL BRANDS? ? 12,000 Blog subscribers ? Soon-to-be Youtube master 30,000 Twitter followers www.flickr.com/photos/daveaustria/2698057868Friday, May 6, 2011 12
  • 13. 4 Online Brand Types ★ Pure Corporate ★ Corporate w/ a Persona ★ Employee w/ Corp Ties ★ Pure Personal http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/ www.flickr.com/photos/mattcameasarat/3842296392Friday, May 6, 2011 13
  • 14. Friday, May 6, 2011 14
  • 15. A powerful brand within a powerful brandhttp://www.web-strategist.com/blog/Friday, May 6, 2011 15
  • 16. HEY, I’M FAMOUS www.flickr.com/photos/16339684@N00/2432540066/ www.flickr.com/photos/l_s_g/3676036822 www.flickr.com/photos/l_s_g/3707261673Friday, May 6, 2011 16
  • 17. WHAT IS CELEBRITY?Friday, May 6, 2011 17
  • 18. PERSONAL BRANDS AS IDENTITY # of Friends # of Lists Avatars Photos Ratings ViewsFriday, May 6, 2011 18
  • 19. PERSONAL BRANDS FOR BUSINESSFriday, May 6, 2011 19
  • 20. Section 2 Finding the Personal Brand profitabilityFriday, May 6, 2011 20
  • 21. The Big Idea: www.flickr.com/photos/joshuacraig/3075437046 Personal Brands are Profitable for Your BusinessFriday, May 6, 2011 21
  • 22. RETURN ON INFLUENCE? (BUSINESS IS NOT THE FIRST ORDER OF BUSINESS)Friday, May 6, 2011 22
  • 23. GROW YOUR REACH 32 on Twitter 50,000+ followers 32 on Facebook 40,000+ friendsFriday, May 6, 2011 23
  • 24. 2873 employee site referrals / 6 months $1 / click PPC advertising $5746 / year FREE online advertising www.dstagg.com www.schipul.com A light look at a Win-WinFriday, May 6, 2011 24
  • 25. 2009 SOCIAL MEDIA ROI Gary Vaynerchuk found: $15,000 in direct mail = 200 new customers $7,500 Billboard = 300 new customers $0 twitter = 1,800 new customers http://socialnomics.net/2009/11/12/social-media-roi-examples-video/Friday, May 6, 2011 25
  • 26. www.vimeo.com/17403805 blog.schipul.com/plasmacar-race-day/ ROOFTOP RACING, ANYONE?Friday, May 6, 2011 26
  • 27. 2011 DRUPAL RAP VIDEO ROIFriday, May 6, 2011 27
  • 28. 2009 Drupal Rap • 10 hours weekend time • Flip cameras • 4,082 plays • 34,658 loads / 1,324 finishes • 24 likes / 6 comments • Embedded on 73 websites www.vimeo.com/7073899 2011 Drupal Rap • 4 hours film time (x 10 employees) • 10 hours script / post production • 5 hours music •Pro equipment with pro director • 5,000 plays • 38,318 loads / 1,787 finishes • 35 likes / 3 comments www.vimeo.com/20524411 • Embedded on 100 websitesFriday, May 6, 2011 28
  • 29. • Dries blog post • Speaking invites • Traffic on Schipul.com • 53 new Twitter followers • Dries keynote at conference • Corporate brand development #DRUPALMONSTER IMPACTFriday, May 6, 2011 29
  • 30. Section 3 How to manage Personal BrandsFriday, May 6, 2011 30
  • 31. ELEMENTS OF A PERSONAL BRAND 1. Passion-driven 2. Little external restrictions 3. Opps to benefit outside company 4. New biz dev opps for companyFriday, May 6, 2011 31
  • 32. 1. Get the right people on the busFriday, May 6, 2011 32
  • 33. HR Social Corporate Regular tools Candid Media brand training feedback Guidelines collaboration 2. Train, support + love them.Friday, May 6, 2011 33
  • 34. TRAIN THEM STACK THE ODDS IN BOTH THE EMPLOYEE AND THE CORPORATION’S FAVORFriday, May 6, 2011 34
  • 35. 3. Then, let them run.Friday, May 6, 2011 35
  • 36. Friday, May 6, 2011 36
  • 37. www.thebloggess.com Jenny Brand vs. ReputationFriday, May 6, 2011 37
  • 38. Section 4 What you risk with Personal BrandsFriday, May 6, 2011 38
  • 39. 1. “PB’s are costly” 2. “Hot PB’s get poached” 3. “No control, what if...” 4. “Lawsuit, WHAT!?” 5. “They talked a big talk” Let’s talk about concerns...Friday, May 6, 2011 39
  • 40. ENERGY? | STATUS QUO?Friday, May 6, 2011 40
  • 41. Friday, May 6, 2011 41
  • 42. WHO IS THE REAL STAR? BOTH OF YOU!Friday, May 6, 2011 42
  • 43. YOU ARE A GREAT BRAND. BE STRONGER WITH YOUR PERSONAL BRAND ROCK STARS!Friday, May 6, 2011 43
  • 44. Ed Schipul Blog: eschipul.com Flickr: www.flickr.com/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipulFriday, May 6, 2011 44