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The Age Of The Brandividual DFWAMA

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Presentation on the rise of Personal Branding and the impact on individuals and companies. Includes 10 steps to start building your brand, influence and impact.

Presentation on the rise of Personal Branding and the impact on individuals and companies. Includes 10 steps to start building your brand, influence and impact.

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  • Just Imagine It’s Monday Morning You arrive at 6:30am to get a good start on your day. You are planning your day and feeling pretty solid. Saying, I own this day 8am and a few coworkers stroll in – brief pleasantries exchanged 8:15am email from CEO comes across stating the company has decided to layoff 6.5% of workforce You assume, obviously the folks who are getting let go would have been told before said email came across 8:30 Your boss shows up with a weird look on his face You know- his eyes are wateringWhat’s the first thing you do in that situation?
  • How many of you Google’d the speakers tonight before coming. How about Googling customers/consultants before the first meetingWe all do itInteresting stat: 3 Years ago there were only 2 Billion searches a day, today 60 BillionReplacing sales people
  • Personal branding existing before social media. It was called reputation, character, credibility, etcThe reach was smaller Office, customers, suppliers, church, trade associations, events
  • Branding: Use of a name, symbol (nike), Term (“Fedex it”) or design (absolut) that identifies a productBrand Equity: Most valuable component of a product or service Communicates a variety of information and reduces risk to the consumer Key differentiator in categories where products are otherwise commodities such as Dole PinapplesBrand Equity Valuable in 3 Ways: Memory- the consumer remembers the brand, the brand name itself provides information ot the consumer beyond what appears on the labelEvaluation – branded items reduce shoppers time and effort to choose a product; brand information builds trust, therefore improving the consumers’ impressions and evaluation of the productExtensions – strong brand equity makes it easier to launch new products by leveraging the equity of the old ones (extension may however dilute/damage core brand)5 Levels of Brand Familiarity:Brand Insistence – goal for targeted marketing campaigns, consumers will search for the termBrand Preference – consumers usually choose the brand over other productsBrand Recognition – customers remember the brandBrand Non-Recognition – consumers don’t recognize the brand at allBrand Rejection – consumers won’t buy the brand unless the image is changed
  • Entered Local Market 6 Years AgoVoted top 10 Realty Blogger
  • Transcript

    • 1. The Age of The Brandividual™
      Leveraging Social Media to Build Your Personal Brand
      3/10/2010
      1
      #DFWAMA
      Mike D. Merrill
      Chief Bacon Maker and Marketing Strategist, Bacon Marketing
      President, Social Media Club of Dallas
      @mikedmerrill
    • 2. The New Reality
      “Your Resume Is No Longer a Piece of Paper
      It’s the Google Search Results of Your Name”
      3/10/2010
      2
    • 3. The New New Reality
      “It’s Not What You Know
      Or Who you Know
      Or Who Knows You
      But Who Feels Like they know you”
      - Carrie Wilkerson The Barefoot Exec
      3/10/2010
      3
    • 4. Agenda
      What is Personal Branding?
      Social Media Example: Ines Hegedus-Garcia
      Brand Tenets
      10 Steps to start building your brand
      3/10/2010
      4
      http://www.slideshare.net/mikedmerrill
    • 5. What is Personal Branding
      3/10/2010
      5
      Personal branding is the process whereby people and their careers are
      marked as brands. The creation of an asset that pertains to a particular
      person or individual; this includes but is not limited to the appearance and
      knowledge contained within, leading to an indelible impression that is
      uniquely distinguishable.
      Personal branding often involves the application of one's name to various
      products. For example, celebrity real-estate mogul Donald Trump uses his
      last name extensively on his buildings and on the products he endorses
      (e.g.,Trump Hotels). -Wikipedia
      The Way We Market Ourselves To Others
    • 6. Why is Personal Branding so popular?
      Growth of Social Media
      Massive Career Transition
      Changing Demographics
      Success Stories
      3/10/2010
      6
    • 7. Brand Analysis – A Refresher
      3/10/2010
      7
    • 8. Social Media Architecture Ines Hegedus-Garcia – Miamism.com Blogger
      3/10/2010
      8
      Digital Word of Mouth
      Creating a social media architecture has allowed Ines to cultivate her online buzz
    • 9. Your Brand Tenets – Be Authentic
      Give to Receive: I give first with no expectation of return.
      Provide Value: I share value first.
      Instill Trust: I honor my commitments and manage expectations.
      Be Positive: I have sincere gratitude for what I have so that I can start each day with hope.
      Strive for Excellence: I do everything in my power to deliver my best work.
      3/10/2010
      9
    • 10. 3/10/2010
      10
    • 11. 10 STEPS TO Build Your Brand
      Now we’re Makin’ Bacon
      3/10/2010
      11
    • 12. 1. Benchmark Current State – Search
      3/10/2010
      12
    • 13. 1. Benchmark Current State – Alerts
      3/10/2010
      13
    • 14. 1. Benchmark Current State – Analytics
      3/10/2010
      14
    • 15. PROFILE
      2. Create Profiles and Engage
      3/10/2010
      15
      Engage and start conversations. Offer help and answer questions
      Share useful content such as articles, etc that your target market would value
      Become a student of each platform
      Add all of your existing friends and contacts to start
      Join groups
    • 16. 3. Share Content
      3/10/2010
      16
    • 17. 4. Start Writing – Drive Google
      3/10/2010
      17
      LinkedIn Questions and Answers
      LinkedIn Groups
      Yahoo Answers
      Comment on Blogs:
      Directories: Alltop.com, Technorati.com
      Facebook Notes
      Amazon Reviews
      Review Restaurants on www.yelp.com
    • 18. 5. Purchase Your Own Domain
      3/10/2010
      18
      Best Way to Brand Yourself is to have your own URL
      .com
      .me
      .tv
      .net
      .info
      Personal Email name@yourfullname.com
      Secure it now
    • 19. 6. The Power of Networking
      Fundamental Principals of Networking:
      The real power of the network is in the second degree.
      The real power is in the network of your network.
      So don’t focus on your own network, but ask them to introduce you to their network!
      Where to find Face to Face Networking Events:
      www.meetup.com
      www.linkedin.com
      www.facebook.com
      College Alumni Pages
      Professional Organizations: AMA, DFWIMA, DAL, etc
      Church
      3/10/2010
      19
    • 20. 7. Start Blogging
      Why Blog
      Demonstrate expertise and commitment to your industry, profession and community
      Develop your personal voice
      Searchable forever within Google
      Multiple touchpoints: RSS, email, and onsite
      Content is King!
      3/10/2010
      20
    • 21. 8. Update Your Status Regularly
      3/10/2010
      21
      • Update your status with unique ways that will induce interaction.
      • 22. Promote your blog, let folks know you started a new job or you are traveling, ask questions.
      • 23. Try to do something every day so your name shows up in folks home page.
    • 9. Post Video
      Video is the easiest way to convey authenticity
      Research shows that average person will complete a video vs. read a blog or eNewsletter
      Click through rate for videos in blogs, newsletters is 2-3 times higher
      Create profile on YouTube
      FlipVideo revolutionized ease of uploading to YouTube
      3/10/2010
      22
    • 24. 10. Speak
      Define your signature speech
      Speak to service groups, meetups, etc.
      Facilitate a group at church
      Join Toastmasters
      Ignite Dallas
      National Speakers Association
      Certified Speaking Professional
      3/10/2010
      23
    • 25. Productivity Applications - Desktop
      3/10/2010
      24
      TweetDeck Desktop App
      • Supports multiple accts
      • 26. URL shortener built-in
      • 27. View profiles
      • 28. Save searches and #hashtags
      Other Options
    • Productivity Applications - Browser
      3/10/2010
      25
      Ping.FM
      • Update Twitter, LinkedIn, Facebook and other networks all from one internet browser application
      • 31. Ability to update status, blog, or micro-blog or just update one by itself
    • Productivity Applications - Mobile
      3/10/2010
      26
      Pingle for iPhone
      Tweetie for iPhone
      PicPosterous
    • 32. Final Thoughts
      Own your own brand
      Perfection is the enemy of the good
      The smallest action is far greater than the best intention
      3/10/2010
      27
    • 33. About Bacon Marketing
      We provide a range of marketing and sales strategy consulting services to include:
      Social Media Marketing
      Marketing planning and strategy
      Solutions marketing
      Product marketing and management
      Value proposition, positioning statement, and feature/benefit creation
      Individual coaching – position yourself as an expert
      3/10/2010
      28
    • 34. Questions?
      Let’s Connect and Follow Each Other
      3/10/2010
      29
      http://www.mikemerrill.com/twitter
      http://www.mikemerrill.com/linkedin
      http://www.mikemerrill.com/facebook
      mike@mikemerrill.com
      http://www.mikemerrill.com
    • 35. New Media SIG
      March 9, 2010
      #dfwama
    • 36. Sponsors
    • 37. DFWAMA Mobile Club
    • 38. Mike D. Merrill
      Marketing Consultant
      President of Social Media Club of Dallas
      Former Sales Exec for Dell and NetApp
      Former Corporate Marketer for Dell
      Biz Dev and Product Marketing for two venture backed Startups