1YOUR ONLINE PRESENCEIN SOCIAL MEDIA
2WELCOMELYNNE D JOHNSONDir. Digital & SocialBrand Strategy & MarketingWaggener Edstrom@lynneluvah
3WHAT IS A BRAND?
4not a list of features or servicesnot an inventory of advantagesnot just a pretty picture or a snazzy ada brand is a PROM...
5IN TODAY’S FRACTUREDMEDIA LANDSCAPE,FOLLOWING THROUGHON THAT PROMISE ISHARDER THAN EVER.
6CUSTOMERS ARE…..Cranky... easily distracted... & hard to impress.
7WHAT DO YOU NEED TODOTO BUILD AN ONLINEPRESENCE THAT…
8…and fulfills the brand PROMISE?Hits like asock in thejaw…Makes you standup and cheer…Connects withreal emotion…
9UNDERSTAND your audience.KNOW what your brand means.CREATE a story that connects.LISTEN & engage.LEARN!
10GREAT BRANDS DON’THAPPEN BY ACCIDENT,THEY ARE DESIGNED.
11“Regardless of age, regardless of position,regardless of the business we happen to be in, allof us need to understand th...
12
13TAKING CONTROL OF OURPERSONAL BRAND ENABLES USTO:•  Differentiate ourselves•  Position ourselves in the minds of others•...
14BUT HOW DO WE DO THAT?
15BRAND PROMISEBRAND REPUTATIONVS
16Richard Effenson and Jonathan Knowles of MITSloan Management explained it like this,“Brand is about relevancy and differ...
17IT IS NOT JUST WHATYOU SAY, BUT ALSOWHAT YOU DO.
18TELL A STORY THAT ISRELEVANT, REAL, ANDREPEATABLE.
19CREATE…CONTENTCONTEXTCONNECTION…TO ENGAGE AND INSPIRE
20BEGINNING MIDDLE ENDESTABLISH STORY SETTINGAND CHARACTERSCHARACTERS PROBLEMOR CONFLICTRESOULUTIONEVERY GOOD STORY
21
22SO WHAT’S YOUR STORY?
23THANK YOU© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
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Developing Your Online Presence In Social Media

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A talk I gave on Your Online Presence In Social Media presented to the New Leader's Council Fellows in New York on May 4, 2013.

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Developing Your Online Presence In Social Media

  1. 1. 1YOUR ONLINE PRESENCEIN SOCIAL MEDIA
  2. 2. 2WELCOMELYNNE D JOHNSONDir. Digital & SocialBrand Strategy & MarketingWaggener Edstrom@lynneluvah
  3. 3. 3WHAT IS A BRAND?
  4. 4. 4not a list of features or servicesnot an inventory of advantagesnot just a pretty picture or a snazzy ada brand is a PROMISE
  5. 5. 5IN TODAY’S FRACTUREDMEDIA LANDSCAPE,FOLLOWING THROUGHON THAT PROMISE ISHARDER THAN EVER.
  6. 6. 6CUSTOMERS ARE…..Cranky... easily distracted... & hard to impress.
  7. 7. 7WHAT DO YOU NEED TODOTO BUILD AN ONLINEPRESENCE THAT…
  8. 8. 8…and fulfills the brand PROMISE?Hits like asock in thejaw…Makes you standup and cheer…Connects withreal emotion…
  9. 9. 9UNDERSTAND your audience.KNOW what your brand means.CREATE a story that connects.LISTEN & engage.LEARN!
  10. 10. 10GREAT BRANDS DON’THAPPEN BY ACCIDENT,THEY ARE DESIGNED.
  11. 11. 11“Regardless of age, regardless of position,regardless of the business we happen to be in, allof us need to understand the importance ofbranding. We are CEOs of our own companies:Me Inc. To be in business today, our mostimportant job is to be head marketer for thebrand called You…”- Tom Peters
  12. 12. 12
  13. 13. 13TAKING CONTROL OF OURPERSONAL BRAND ENABLES USTO:•  Differentiate ourselves•  Position ourselves in the minds of others•  Focus our message and our mission•  Project credibility•  Inspire confidence•  Develop loyalty•  Make positive connections•  Build meaningful relationships
  14. 14. 14BUT HOW DO WE DO THAT?
  15. 15. 15BRAND PROMISEBRAND REPUTATIONVS
  16. 16. 16Richard Effenson and Jonathan Knowles of MITSloan Management explained it like this,“Brand is about relevancy and differentiation(with respect to the customer), and reputationis about legitimacy (of the organization withrespect to a wide range of stakeholdergroups, including but not limited tocustomers).”
  17. 17. 17IT IS NOT JUST WHATYOU SAY, BUT ALSOWHAT YOU DO.
  18. 18. 18TELL A STORY THAT ISRELEVANT, REAL, ANDREPEATABLE.
  19. 19. 19CREATE…CONTENTCONTEXTCONNECTION…TO ENGAGE AND INSPIRE
  20. 20. 20BEGINNING MIDDLE ENDESTABLISH STORY SETTINGAND CHARACTERSCHARACTERS PROBLEMOR CONFLICTRESOULUTIONEVERY GOOD STORY
  21. 21. 21
  22. 22. 22SO WHAT’S YOUR STORY?
  23. 23. 23THANK YOU© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.
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