Managing Personas Online Phil Gomes Senior Vice President, Digital Integration Edelman Chicago, Illinois, USA [email_address] +1 (312) 240-3158 twitter.com/philgomes philgomes.com/blog edelmandigital.com

About the Speaker This is the slide… … where you typically find out… … that I graduated from school… … got a job… … worked at it for a long time… … and gained some measure of expertise in something… … that eventually brought me here today

This is the slide…

… where you typically find out…

… that I graduated from school…

… got a job…

… worked at it for a long time…

… and gained some measure of expertise in something…

… that eventually brought me here today

Flickr User: william couch

How Did We Get Here? Flickr User: DaDaAce

1980s 2000s Flickr User: Richard Pluck, Sept. 6, 2006 Flickr User: Stef Noble, Aug. 17, 2004 Flickr User: Robleta, Oct. 31, 2007

Flickr User: djwudi

Things to keep in mind… Flickr User: Saxcubano,March 31, 2007

c. 1996

You knew the rules before! Flickr User: g.originals

Flickr User: churl

Flickr User: emtboy9

Credit: ICanHasCheezburger

Flickr User: MontanaRaven

Flickr User: northstander – is close to coming back

Credit: eggnyte

Flickr User: unknowndomain

Flickr User: Articulate Matter Flickr User: teaeff

Flickr User: féileacán

Flickr User: danzden

Where does all this leave us?

Flickr User: Luna diRimmel

Personal Professional Perso-Professional

Flickr User: Green Heat

Credit: Louis Gray

Flickr User: wave cult (luis.m.justino)

Your greatest successes start really, really small Flickr User: Dude Crush, July 5, 2007

Assume you’ll never stop feeling like this… … and that’s not a bad thing.

This is a fantasy… Flickr User: pbo31, Feb. 7, 2006 … someone in your organization is screwing up online right now!

It’s your turn to be the hero and lead... Flickr User: yovenice.com, June 4, 2008

Flickr User: Jeff Bauche, Jan. 30, 2008 … just know that this transformation is everyone’s job.

Use a common, familiar language Flickr User: photobrad, Oct. 9, 2006

Flickr User: ben110, Oct. 3, 2007 If you presume expertise in your online presence, seek to educate...

… rather than sell Credit: ICanHasCheezburger Flickr User: victoriafee

Managing Personas Online Phil Gomes Senior Vice President, Digital Integration Edelman Chicago, Illinois, USA [email_address] +1 (312) 240-3158 twitter.com/philgomes philgomes.com/blog edelmandigital.com