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

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PRSA Digital Impact, Profiting from Personal Brands

  1. 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. 2. WHAT IF I’M WRONG?Friday, May 6, 2011 2
  3. 3. Source: Blue Ocean Strategy <-- one AWESOME book!Friday, May 6, 2011 3
  4. 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. 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. 6. More than just a person LO R EM I P S U M Hi, I’m happykatieFriday, May 6, 2011 6
  7. 7. LO R EM I P S U M PERSONAL BRANDS MEAN BUSINESSwww.flickr.com/photos/mrhayata/3288095508Friday, May 6, 2011 7
  8. 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. 9. Section 1 Brand management through the agesFriday, May 6, 2011 9
  10. 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. 11. FAUX-BRANDED x STARS Rock of Gibraltar + Hudson River = Rock HudsonFriday, May 6, 2011 11
  12. 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. 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. 14. Friday, May 6, 2011 14
  15. 15. A powerful brand within a powerful brandhttp://www.web-strategist.com/blog/Friday, May 6, 2011 15
  16. 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. 17. WHAT IS CELEBRITY?Friday, May 6, 2011 17
  18. 18. PERSONAL BRANDS AS IDENTITY # of Friends # of Lists Avatars Photos Ratings ViewsFriday, May 6, 2011 18
  19. 19. PERSONAL BRANDS FOR BUSINESSFriday, May 6, 2011 19
  20. 20. Section 2 Finding the Personal Brand profitabilityFriday, May 6, 2011 20
  21. 21. The Big Idea: www.flickr.com/photos/joshuacraig/3075437046 Personal Brands are Profitable for Your BusinessFriday, May 6, 2011 21
  22. 22. RETURN ON INFLUENCE? (BUSINESS IS NOT THE FIRST ORDER OF BUSINESS)Friday, May 6, 2011 22
  23. 23. GROW YOUR REACH 32 on Twitter 50,000+ followers 32 on Facebook 40,000+ friendsFriday, May 6, 2011 23
  24. 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. 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. 26. www.vimeo.com/17403805 blog.schipul.com/plasmacar-race-day/ ROOFTOP RACING, ANYONE?Friday, May 6, 2011 26
  27. 27. 2011 DRUPAL RAP VIDEO ROIFriday, May 6, 2011 27
  28. 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. 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. 30. Section 3 How to manage Personal BrandsFriday, May 6, 2011 30
  31. 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. 32. 1. Get the right people on the busFriday, May 6, 2011 32
  33. 33. HR Social Corporate Regular tools Candid Media brand training feedback Guidelines collaboration 2. Train, support + love them.Friday, May 6, 2011 33
  34. 34. TRAIN THEM STACK THE ODDS IN BOTH THE EMPLOYEE AND THE CORPORATION’S FAVORFriday, May 6, 2011 34
  35. 35. 3. Then, let them run.Friday, May 6, 2011 35
  36. 36. Friday, May 6, 2011 36
  37. 37. www.thebloggess.com Jenny Brand vs. ReputationFriday, May 6, 2011 37
  38. 38. Section 4 What you risk with Personal BrandsFriday, May 6, 2011 38
  39. 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. 40. ENERGY? | STATUS QUO?Friday, May 6, 2011 40
  41. 41. Friday, May 6, 2011 41
  42. 42. WHO IS THE REAL STAR? BOTH OF YOU!Friday, May 6, 2011 42
  43. 43. YOU ARE A GREAT BRAND. BE STRONGER WITH YOUR PERSONAL BRAND ROCK STARS!Friday, May 6, 2011 43
  44. 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

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