MoMo Digital Personal Branding and Trends 2011 07 12


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This was a presentation I gave to the 2011 intern class at Momentum.

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MoMo Digital Personal Branding and Trends 2011 07 12

  1. 1. Digital Branding & TrendsJuly 14, 2011
  2. 2. Before we get started…Has everyonechecked in? 2
  3. 3. Also, here’s the hashtag for this lunch and learn:#momolearn 3
  4. 4. So with a Foursquare check-inand a Twitter hashtag all set to go,does it feel like we’re ready to talk about the digital future? 4
  5. 5. Because, if you go by hype & coverage,in places like AdAge and Mashable,those tools are the digital present.(And maybe the digital 5-minutes-ago.)So let’s start in the present,with what digital means to you, right now.Let’s use You as a brand. 5
  6. 6. Digital Branding in the PresentIn which we discuss the question:“How do I find a job a month from now,and for the rest of my life?” 6
  7. 7. What is “digital branding”?It’s resume building and networking.But it’s also being aware of everything that affects how youare perceived by two kinds of people:1.  People looking to fill a job who don’t know you exist2.  People who know you exist and are wondering if you are right for the job. 7
  8. 8. (It’s also a phrase I made up for this presentation.) 8
  9. 9. First, to be fair, let’s talk about our careers:how we started and how we got here.(Insert a minute of lecture here.)Based on that, there are some choices you can make foryourself:-  Stick Around vs. Jump Around-  Geography-  Agency vs. Client side-  Why do you need a resume? 9
  10. 10. Now, let’s talk about your careers.Starting with how you got here.What’s the one thing you all did to get this gig? 10
  11. 11. You made us aware you existed.(Through friends, or the collegecareer service, or some other wayyour resume got in to our inboxes.) 11
  12. 12. And that meant we could checkyou out.If a resume is the first thing wesee about you, then let’s talkabout resumes for a second. 12
  13. 13. The origin of the conceptis from feudal England,where they were used tointroduce tradesmen andvassals into new townswith a document thatvouched for their identityand skills. 13
  14. 14. Fine. Then let’s pretendthat this feudal artifacttells me the followingabout our “John Doe”:-  Studied Strategic Communications (writing and research)-  Studied visual design-  Went to Mizzou-  Knows computer stuff-  Played Rugby 14
  15. 15. But you know, I am a strategist and still don’t knowwhat “strategic communication” means outside of myown context.I know my wife went to Mizzou, as did a good portionof this office, but my own college career doesn’ttranslate to the Mizzou experience well at all.And computer skills are table stakes.What else? 15
  16. 16. Well, I know if John played rugby, he can probablydrink a LOT without passing out.So, in marketing and advertising, THAT’S a plus. 16
  17. 17. But come on:Tools from feudal England?Not when we have Google. 17
  18. 18. Google = Lots of John Does 18
  19. 19. Google + Location (St Louis) = Still a lot of Johns 19
  20. 20. LinkedIn? Are these the Johns we’re looking for? 20
  21. 21. (BTW, Facebook has search, too.) 21
  22. 22. That’s a lot of work to find out things about Johnthat I already knew from his (feudal) resume.Some of those results are out of your control.Many are not.Let me show you other examples, for comparison.Starting with me. Fair is fair. 22
  23. 23. The top of my resumeprompts you with searchterms to pair with my name.I have a work history, buteven so at the bottom, thereis a link to my website, withmore client samples.Controlling the flow. 23
  24. 24. MORGAN NOEL  Every work email I send? Creative Strategist, Digital M: 314.341.8504 /// STL AIM/Live: moxmas /// twitter: @moxmasControlling the flow.   24
  25. 25. Google = Me 25
  26. 26. Google = Me & lots of teenage girls 26
  27. 27. LinkedIn 27
  28. 28. Twitter 28
  29. 29. Google Plus! 29
  30. 30. Continuity of content helps control context. -  @moxmas - - - 30
  31. 31. Some tools for digital branding:•  Free profiles on LinkedIn, Google +, Twitter, etc.•  Consistent profile name•  Recognizable image or photo•  Regularly google-stalking yourselfAll these tools in combinationhelp people find you, andhelp control what shows up when they do. 31
  32. 32. To repeat: “help control what shows up.”When someone finds you,what do you want to show up?What do you want people to think about you?That is, what’s your “superpower”? 32
  33. 33. SuperpowerIn which we discuss the question:“SUPERPOWER? WTF?” 33
  34. 34. Brent Wilson, Momentum Group Creative Director on Armyand PG&E and O’Reilly (he is very busy), likes to ask people:“What is your superpower?” 34
  35. 35. That is…What is the core skill you bring to your work?What makes people want to have you on their team?What strength can you go back to, again and again,when deadlines are looming? 35
  36. 36. Let’s discuss some examples:-  Writer: Storyteller? Crafts person?-  Designer: Beauty? Coherence?-  Architect: Explainer? Builder?-  Idea Person: Brainstormer? Explainer?-  Builder: Editor? Get’Er Done?-  Technologist: Programmer? Hacker?-  Business Leader: Client manager? Sales person?-  Leader: Cheerleader? Organizer? Visionary? 36
  37. 37. However, there’s one thing that we all mistake for a“superpower” all the time:Expertise. 37
  38. 38. Do NOT mistake superpowers for being an expert in one specific marketing tool.Because if you’re an expert in writing: a :30 spot for TV, or a print headline, or a blog post……will that specific skill still be useful in 2 years or 10 years,when totally different ways of delivering marketing messagesdominate the field? 38
  39. 39. But if you’re an expert storyteller,you can usually tell a story in any medium,with any message.No matter if it’s a :15 pre-roll online,or a twitter feed, or anything else. 39
  40. 40. Of course, the digital field isFILLED to the brim with experts.(Who get paid a lot.)So let’s talk about trends in digital. 40
  41. 41. Digital TrendsIn which we discuss the question:“Out of all this stuff, what should I payattention to?” 41
  42. 42. Right now, some of the favorite weapons in our digitalmarketing arsenal are:-  Online video-  Gamification-  User generated content 42
  43. 43. But for over a decade, the “next big things” have beenmobile and social media.They are still the next big things. 43
  44. 44. What most interests us about mobile? 44
  45. 45. The opportunity to connect closely HOME WORK HOME sleep transit play/shop sleep 1 6 9 11 lunch 14 16 19 23 time •  newspaper •  radio • trade press •  radio •  tv •  radio •  billboards • radio •  billboards •  movies •  tv •  free newspapers • internet •  tabloids •  dm • exhibitions •  internet • billboards •  books •  tabloids •  popular pressUse Phone for: Alarm Clock Traffic Alerts Newspaper Take Pictures Weather Social Networking Shopping Dining Tix Dinner Plans MOBILE  IS  PRESENT  DURING  EVERY  PART  OF  THE  DAY   Original Chart Source: Ansible Mobile 45
  46. 46. Tools include:-  2D codes, like QR codes-  SMS programs-  Apps-  Mobile friendly websites-  Check-in offers (Foursquare, Google Latitude)-  Geo-targeting 46
  47. 47. Mobile Best Practices1)  Earn an invitation2)  Reward their trust3)  Relevance – Now! / Relevance – Always!4)  Optimize for Quick Hits5)  Flow to deeper engagements 47
  48. 48. What most interests us about social media? 48
  49. 49. The opportunity to connect closely 49
  50. 50. Tools include:-  Branded communities-  Mommy blogger programs-  Dedicated content for kids under 13 (CAN-SPAN needs)-  Twitter monitoring and responseAnd of course: Facebook 50
  51. 51. But 5 years ago, social media meant MySpace.If you were a MySpace marketing expert then,what good does that do you now?Before MySpace, Friendster.Before that, six degrees.All the way back to AOL.And there were hundreds of places before that. 51
  52. 52. 5 years ago…My Carnival Cruise Lines client had a dedicated communitythey hosted for thousands and thousands of cruisers.Last week…Carnival added their millionth follower on Facebook.Same people in charge, btw. 52
  53. 53. What’ll it be 5 years from now?Google + ?Pinterest?Instagram Community?Telepathy and Tupperware? 53
  54. 54. Let’s go to a quote…(A long quote.) 54
  55. 55. “[M]arkets are conversations. Their memberscommunicate in language that is natural, open, honest,direct, funny and often shocking. Whether explaining orcomplaining, joking or serious, the human voice isunmistakably genuine. It cant be faked.” 55
  56. 56. “Most corporations, on the other hand, only know how to talkin the soothing, humorless monotone of the missionstatement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wondernetworked markets have no respect for companies unable orunwilling to speak as they do.” 56
  57. 57. Now, guess the year that was written.(No fair peeking on your smartphone.) 57
  58. 58. The Cluetrain ManifestoCluetrain.comBook published and sitelaunched in April 1999. 58
  59. 59. So if you’re an expert in social media,are you an expert in Facebook?Or are you an expert in communicating to people the waythey want to communicate? No matter how social mediachannels change? 59
  60. 60. Keep in mind, right now, lots of people are making lots ofmoney as “Facebook experts”.Because lots of clients are looking for them.However, those experts in one toolwill never be in charge of the account,or in charge of the brand.(Though they might have more fun!) 60
  61. 61. Who gets to be in charge?Marketers who show they understandhow to produce results. 61
  62. 62. The final trend:Measurement and ROIEvery client, at the end of the day, wants to know if themarketing you did for them was successful; did it produce agood ROI (return on investment)?How will you define success for every idea – and what toolswill you use to measure it? 62
  63. 63. The Big RevealIn which we show off the trick:“If you can do it for yourself, you can do itfor a client.” 63
  64. 64. Everything you saw about “digital branding” for yourself aretools and approaches you can bring to bear on the needs ofclients. 64
  65. 65. -  Who are your potential consumers?-  How can they find you?-  What do they see when they do find you?-  Did they do what you wanted them to do? (Like have a conversation or give you money?)-  How will you measure that success?-  How can you keep on top of trends that will change or improve the answers to the previous questions? 65
  66. 66. The main difference is that, on behalf of a client,you’ll usually have more tools at your disposal– and actual budgets –for things like research, development, staff, media placement,and so on. 66
  67. 67. So get cracking. 67
  68. 68. Your next steps, immediately on leaving this room:-  Start making a plan for how you want to brand yourself (including your superpower)-  Connect on LinkedIn to EVERYONE you meet professionally-  Start reading about trends (in social, mobile or whatever) that interest you.-  Do a little reading about measurement tools. 68
  69. 69. Thanks!MORGAN NOEL  Creative Strategist, DigitalM: 314.341.8504 /// STLAIM/Live: moxmas /// twitter: @moxmas 69