Travel Industry Meets Personal Brands - Threats and Opportunities

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Personal Brands are here to stay - no matter how large your organization or firm is, you can be leveraging the power of Personal Branding within your organization.

Ed Schipul discusses actionable ways you can connect with your Community and target audience by promoting other brands - while shining the backlight on you and increasing profitability.

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Travel Industry Meets Personal Brands - Threats and Opportunities

  1. 1. www.flickr.com/photos/lord-jim/3574449675 Welcome to the Personal Brand Era Opportunities and trials in the travel world to leverage Personal Brands Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
  2. 2. Meet Hannagan Photos thanks to: www.time.com
  3. 3. “The Hannagan Method” www.flickr.com/photos/bratha/3212438828 http://www.lasvegassun.com/history/video/
  4. 4. Roosters + Explosions www.flickr.com/photos/abcdz2000/4443413327
  5. 5. Let’s talk about... ★ The Personal Brand Era ★ Social Objects ★ Strategy above all Find this presentation: www.flickr.com/photos/mattcameasarat/3842296392 www.slideshare.net/eschipul
  6. 6. Welcome to the Personal Brand Era www.flickr.com/photos/pilax/38289753
  7. 7. The Personal Brand environment www.flickr.com/photos/14516334@N00/658457636/
  8. 8. Asynchronous Faulty, Redundant Communication (like old people) (it’s evolution baby!)
  9. 9. Information Overload source: “Living Systems”
  10. 10. More than just a person Hi, I’m happykatie
  11. 11. The Big Idea: www.flickr.com/photos/joshuacraig/3075437046 Personal Brands are Profitable for Your Business
  12. 12. 27 on Twitter 14,065 followers 27 on Facebook 12,446 friends Grow your footprint + impact
  13. 13. 3,635 page views / 6 months from employee site referrals $1 / click PPC advertising $7270 / year FREE online advertising www.dstagg.com www.schipul.com A tangible Win-Win
  14. 14. The ROI of Social Media 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/ http://www.flickr.com/photos/29970359@N07/3373700426/
  15. 15. Elements of The Personal Brand Era 1. Story 2. Creation 3. Curation 4. Distribution 5. Monitoring 6. Terms of Service Read more: http://bit.ly/pb-era
  16. 16. What makes a Story? 1. Message 4. Plot So my point is... 2. Conflict 3. Characters
  17. 17. Let’s talk about YOU Tell people how to talk about you. (or they won’t) 1. 2. Brand naming 3. SHORT! www.flickr.com/photos/51035655711@N01/23278242/
  18. 18. Businesses can help Personal Brands
  19. 19. Recruit internally for Personal Brands www.schipul.com/personalbrands
  20. 20. Big Idea: Twitter/Facebook + Personal Brands + PR Strategy = Increased Profits www.flickr.com/photos/lord-jim/3571566833
  21. 21. Create Social Objects www.flickr.com/photos/pilax/38289753 www.flickr.com/photos/pilax/38289753
  22. 22. Social Objects @gapingvoid
  23. 23. #marfa Who is telling and sharing your Story - RIGHT NOW? www.marfashadows.com
  24. 24. Maximize connections, create beautiful archives to share www.facebook.com
  25. 25. Give + get back - find those Win-Win relationships www.twilightandtea.com
  26. 26. Video is a big, big, big deal - NO EXCUSES www.apple.com/ipad // www.theflip.com
  27. 27. #chevygwl Connect community with an ‘experience’ + they’ll talk www.greatwolflodge.com
  28. 28. Twitter keeps everyone in the know Ben Gillin www.twetches.com
  29. 29. 1. Research 2. Strategic Planning 3. Implementation 4. Evaluation www.flickr.com/photos/lord-jim/3575274990
  30. 30. Strategy Above All www.flickr.com/photos/pilax/38289753
  31. 31. 1. Research www.flickr.com/photos/lord-jim/3575271834
  32. 32. Are you a good listener? www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  33. 33. 2. Strategic Planning www.flickr.com/photos/lord-jim/3571575685
  34. 34. “What’s your Brand? If you can’t answer that question about your own Brand in 2 or 3 words, your Brands in trouble.” ~ Al Ries
  35. 35. 3. Implementation www.flickr.com/photos/lord-jim/3574474673
  36. 36. This isn’t new...
  37. 37. 4. Evaluation www.flickr.com/photos/lord-jim/3574452593
  38. 38. The Brand Development Cycle
  39. 39. Analytics tools exist - but you decide success www.google.com/analytics + www.scoutlabs.com
  40. 40. Let’s talk about threats...
  41. 41. Who are your rock stars?
  42. 42. Big Idea Review 1.Human/Asynch = Better 2.Personal Brands are Profitable 3.Create Social Objects 4.TELL them how to talk about YOU www.flickr.com/photos/ladymixy-uk/3649349353
  43. 43. A quick review... • Facilitate Personal Brands • Create Social Objects • Think & Execute Strategy You are your own Brand, make it work for you Find this presentation: www.slideshare.net/eschipul
  44. 44. Ed Schipul Email: eschipul@schipul.com Blog: www.eschipul.com Flickr: www.flickr.com/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

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