PRSA Digital Impact, Profiting from Personal Brands

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

WHAT IF I’M WRONG?Friday, May 6, 2011 2

Source: Blue Ocean Strategy <-- one AWESOME book!Friday, May 6, 2011 3

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

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

More than just a person LO R EM I P S U M Hi, I’m happykatieFriday, May 6, 2011 6

LO R EM I P S U M PERSONAL BRANDS MEAN BUSINESSwww.flickr.com/photos/mrhayata/3288095508Friday, May 6, 2011 7

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

Section 1 Brand management through the agesFriday, May 6, 2011 9

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

FAUX-BRANDED x STARS Rock of Gibraltar + Hudson River = Rock HudsonFriday, May 6, 2011 11

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

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

Friday, May 6, 2011 14

A powerful brand within a powerful brandhttp://www.web-strategist.com/blog/Friday, May 6, 2011 15

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

WHAT IS CELEBRITY?Friday, May 6, 2011 17

PERSONAL BRANDS AS IDENTITY # of Friends # of Lists Avatars Photos Ratings ViewsFriday, May 6, 2011 18

PERSONAL BRANDS FOR BUSINESSFriday, May 6, 2011 19

Section 2 Finding the Personal Brand profitabilityFriday, May 6, 2011 20

The Big Idea: www.ﬂickr.com/photos/joshuacraig/3075437046 Personal Brands are Proﬁtable for Your BusinessFriday, May 6, 2011 21

RETURN ON INFLUENCE? (BUSINESS IS NOT THE FIRST ORDER OF BUSINESS)Friday, May 6, 2011 22

GROW YOUR REACH 32 on Twitter 50,000+ followers 32 on Facebook 40,000+ friendsFriday, May 6, 2011 23

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

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

www.vimeo.com/17403805 blog.schipul.com/plasmacar-race-day/ ROOFTOP RACING, ANYONE?Friday, May 6, 2011 26

2011 DRUPAL RAP VIDEO ROIFriday, May 6, 2011 27

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

• 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

Section 3 How to manage Personal BrandsFriday, May 6, 2011 30

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

1. Get the right people on the busFriday, May 6, 2011 32

HR Social Corporate Regular tools Candid Media brand training feedback Guidelines collaboration 2. Train, support + love them.Friday, May 6, 2011 33

TRAIN THEM STACK THE ODDS IN BOTH THE EMPLOYEE AND THE CORPORATION’S FAVORFriday, May 6, 2011 34

3. Then, let them run.Friday, May 6, 2011 35

www.thebloggess.com Jenny Brand vs. ReputationFriday, May 6, 2011 37

Section 4 What you risk with Personal BrandsFriday, May 6, 2011 38

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

ENERGY? | STATUS QUO?Friday, May 6, 2011 40

WHO IS THE REAL STAR? BOTH OF YOU!Friday, May 6, 2011 42

YOU ARE A GREAT BRAND. BE STRONGER WITH YOUR PERSONAL BRAND ROCK STARS!Friday, May 6, 2011 43

Ed Schipul Blog: eschipul.com Flickr: www.flickr.com/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipulFriday, May 6, 2011 44

PRSA Digital Impact, Profiting from Personal Brands

by Ed Schipul on May 06, 2011

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PRSA Digital Impact, Profiting from Personal Brands — Presentation Transcript

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