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Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
Module 06. Personal branding
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Module 06. Personal branding

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Module 6 of 7: Personal branding

Module 6 of 7: Personal branding

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  • Brand personality: What emotions or ideas do these brands evoke: high-style, sophistication, youthfulness, fun or luxury. Precision, quality. Engineering efficiency. Lifestyle statement. Comfort. Relaxed. Entertaining. Healthy. Serious. Warm. Sexy. Trustworthy. Efficient. Environmentally-friendly. What’s wrong with brand India: health, sanitation, stories of getting sick, diarrhoea
  • Sen. Barack Obama, D-Ill., right, is dressed as a Somali Elder by Sheikh Mahmed Hassan, left, during his visit to Wajir, a rural area in northeastern Kenya, near the borders with Somalia and Ethiopia in this file photo from Aug. 27, 2006. The garb was presented to Obama by elders in Wajir. Obama's estranged late father was Kenyan and Obama visited the country in 2006, attracting thousands of well-wishers. (AP Photo)
  • Transcript

    • 1. Module 6: Personal Branding And Journalism
    • 2. Power is shifting from institutions to the individual journalist
      • Readers are gravitating to the work of individual writers and voices , and away somewhat from institutional brand.
      • Journalists who have left legacy news organizations are attracting funding to create their own websites and become independent contractors, offering expert coverage to many places.
      • Examples: Huffington Post, TechCrunch, Talking Points Memo, GlobalPost, VoiceofSanDiego.org , MinnPost.com, Arizonaguardian.com, ProPublica.org, NewHavenIndependent.org
      Source: http://www.stateofthemedia.org, 2009
    • 3. Local examples
      • MalaysiaKini
      • MalaysianInsider
      • Malaysia-Today.net
      • FreeMalaysiaToday.com
      • AgendaDaily.com
      • TheNutGraph.com
      • MerdekaReview.com
      • Individual bloggers: eg: anilnetto.com
    • 4. Why personal branding matters
      • In print you are a faceless byline .
      • On the net you are what you share: your images, your stories, your videos, your resume, your profiles, your comments, your status updates, your tweets, your favourite books, music, movies, links, your bookmarks.
      • If you identify yourself as an employee of The Star, you are already a brand ambassador for the company
    • 5. Brands permeate every waking moment of our lives
    • 6.
      • “ The art of marketing is the art of brand-building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.”
      • Philip Kotler, marketing guru
    • 7.  
    • 8. Brands and eggs
    • 9. Made in Malaysia Made in U.S.A Made in Italy Made in Switzerland Made in Japan Made in Germany
    • 10. Brands can dominate a category
    • 11. Brands can differentiate within a category: Luxury car versus… “ Engineering excellence” “ High performance” “ Safety”
    • 12. Brands = personality
    • 13. Your image matters
    • 14. Expect to be attacked
    • 15. Brands can evolve
    • 16. “ I wanted the campaign to be very bold , very sensual and very atmospheric. To carry off all these references and all this sophistication , we needed the ultimate performer, and for me, that was Madonna ,” Louis Vuitton designer Marc Jacobs
    • 17.
      • “ In technoratic and colourless times, brands bring warmth, familiarity and trust.”
      • Peter Brabeck-Letmathe,
      • former CEO, Nestle
    • 18.  
    • 19. Exercise: Personal brand audit
      • Search your “full name” (with quotes) or byline on Google, Google Images, Google Blogsearch
      • Rate the first page results: positive, negative, neutral, doppelganger?
      • Do the results link accurately to your story, your personal website, your blog, your social network profile, your resume, your image?
    • 20. Personal audit “wong chun wai” Note: Based on simple Google audit on Jan 14, 2010 Beta: webmii.com Nil 3/18 Nil Neutral Nil 5/18 Nil Doppelganger 30 percent 5/18 30 percent Negative 70 percent 5/18 70 percent Positive Google Blogsearch Google images Google search
    • 21. Case study: Barack Obama and Social Media
    • 22. Barack Obama: Yes We Can?
      • A black guy…
      • With a funny name…
      • And that notorious middle name…
      • Having serious inexperience problems …
      • Wearing this outfit….
      • Wants to be the next president?
    • 23.  
    • 24.  
    • 25.  
    • 26. So what does your personal brand stand for?
      • accountable accurate adventurous authentic brave bold caring classy cool consistent creative credible curious daring driven dynamic exciting efficient energetic fearless fun futuristic gentle genuine human humble healthy imaginative innovative inspiring intense irreverent joyful jovial kind loving nurturing organised persistent professional powerful passionate provocative reliable radical resolute sensuous sensible sincere smart steady strong sexy soulful technological trustworthy uncommon undaunted unexpected unorthodox unusual unwavering vociferous visionary
    • 27. Social media and the banana leaf
    • 28. Digital banana leaf
    • 29. 1 st Social Media President
    • 30. Obama vs McCain
      • Obama web team was led by Blue State Digital formerly from Howard Dean’s 2004 campaign who built the social network My.Barack.Obama.
      • Key member who joined team was Chris Hughes, a co-founder of Facebook
      • Team posted more varied content in many more online sites. Eg: 1819 videos on YouTube compared to 330 on McCain’s channel.
      • He followed everyone who followed him on Twitter.
      • His emails sounded personal and were crucial in raising over US$300m of the US$650m he raised
    • 31. The stats Source: Edelman
    • 32. Connecting online
      • Easy: MyBO made it easy to recruit others, create your own group, organize fundraisers, host an event and get updates.
      • Familiar: Online tools used were similar to Facebook, MySpace, Meetup and other popular tools – learning curve was easy.
      • Go to the people: Posted content on 15 social networks – fished where the fish were.
      • Apps and widgets : Released free iPhone app that gave people up-to-date information on key events in their area.
    • 33. Blog
    • 34. Facebook and 14 other social networks
    • 35. 1,800 YouTube videos
    • 36. Staying connected in 2010
    • 37.  
    • 38. Lessons from Obama 08
      • Fish where the fish are
      • Be transparent and authentic
      • Your constituents, fans, followers, readers, viewers, observers expect you to react to their feedback
      • A little shameless self-plugging can go a long way
      • Show up and engage with them in real life
    • 39. Example: Niki Cheong
    • 40. The inside story on a blog
    • 41. Tweet, status update on Facebook
    • 42. Using available platforms
      • Sign up with Yahoo or Gmail = Free
      • Facebook, LinkedIn (social networks) = Free
      • Blogger, Wordpress, Tumblr (blogs) = Free
      • Twitter (microblogging) = Free
      • iTunes (podcasts) = Free
      • YouTube (video) = Free
      • Picasa or Flickr (photos) = Free (limited)
      • Do you sense a pattern?
      Source: Lee Aase, Mayo Clinic
    • 43. Best practices: Personal branding
      • Set up a personal website , or archive your stories on a blog
      • Update profiles on LinkedIn, Facebook, Twitter
      • Post photos or videos regularly
      • Post useful tweets, status updates, blog posts and link to the rest
      • Become the go-to person of your beat
      • Contribute ideas to professional groups
      MORE: http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/
    • 44. Your digital neighbourhood matters 300 90,000 27,000,000
    • 45. Media brands are increasingly defined more by the community http://www.flickr.com/photos/hankins/

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