Personal branding & social media - a la Mayor Nenshi


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  • Marketing Research & Polling Firm Owner… primarily Internet-based.Everything online: Staff, Data collection/Hybrid Methods, ReportingLeverage social media.Blogging.Connection with colleagues around the world, Build reputation.Support & Build Business. New tools – Face Forward.Enrich my InterestsFood, Wine & TravelSwerve Magazine – Sept 2009 on Home Chefs.
  • Personal branding & social media - a la Mayor Nenshi

    1. 1. SOCIAL MEDIA & PERSONAL BRANDINGBuilding & Managing the “Nenshi” Brand<br />Presented by: Brian F. Singh, ZINC Research<br />Date: January 29, 2011<br />
    2. 2. Your personal brand…<br />Your most important asset.<br />And Real Life better align with Online.<br />
    3. 3. Real Life & Online.<br />Education: Economics, Epidemiology.<br />Marketing Research & Polling Firm Owner… primarily Internet-based.<br />Strategist – Activating research.<br />Leverage social media.<br />Enrich my interests.<br /> Page 2<br />
    4. 4. And how I love this… AMPLIFICATION.<br /> Page 3<br />
    5. 5. Now & Future…<br />Manage your personal brand.<br />Social Media: Cost of Entry. <br />Visibility. Consistency. Expectation.<br />
    6. 6. Focus and Commitment.<br />
    7. 7. Authenticity.<br />
    8. 8. Complexity -> Personality<br />Champion Debater<br />Student Council President<br />Management Consultant<br />Academic/Professor<br />Author<br />Journalist/Media<br />Chair – Arts Organization<br />TEDx Speaker<br />Plan-It Calgary<br />Mayoral Candidate…<br />
    9. 9. The Problem: Who is Nenshi?<br />No awareness nor familiarity.<br />No money.<br />McIver’s “war chest” & perceived “in-waiting.”<br />Higgins: A household name.<br />A Unique Opportunity…<br />Timing, Scale & Geography<br />Strategy, Tactics & Execution<br />
    10. 10. Build & Reinforce the “Nenshi” Brand.What Social Media Facilitated…<br />Differentiation.<br />Redefine the rules.<br />Gathering intelligence.<br />Innovation in communication.<br />One step ahead.<br />Go to the people… wherever they are.<br />Seed “Advocates:” Create base to talk among themselves.<br />
    11. 11. What does this have to do with raising brand awareness?<br />SKYSCRAPERS?<br />HOCKEY?<br />CARS?<br />
    12. 12. Know thy Audience: Connect with the Hyper-Engaged.<br />
    13. 13. The Strategy.<br />Phase 1: Awareness & Own Online.<br />Phase 2: Brand (Stand out/Differentiate)<br />Phase 3: Leadership.<br />“The Event”<br />Devised with focus, but latitude.<br />
    14. 14. Building & Attaining the “Mayor Nenshi” Brand…Plan. Deploy. Evaluate. Refine.<br />Social Media Monitoring<br />Sentiment Analysis<br />Web Analytics<br />Media Monitoring<br />Voter Identification/ Geo-Demographic Targeting<br />Volunteer Feedback<br />Social Media Monitoring<br />Web Analytics<br />Engagement Metrics<br />PUBLIC OPINION POLLING (Population Reflective)<br />CAMPAIGN STRATEGY<br />“The Bridge:” Social Media & Canadians Study<br />
    15. 15. Brand Communication...<br />
    16. 16. A Brand Does Not Exist in Isolation.Sept 3-7, 2010; All Respondents, “None” Excluded<br />FISCAL MANAGEMENT & LEADERSHIP<br />A strong leader<br />Will effectively manage the City’s budget<br />A personality I can relate to<br />RIC McIVER<br />LEADERSHIP QUALITIES<br />Someone I would be proud to have represent my city<br />The required experience to be Mayor<br />Firm, yet adaptable in thinking about Calgary’s needs<br />BARB HIGGINS<br />NAHEED NENSHI<br />LEADERSHIP EXPERIENCE<br />Articulate and able to discuss issues clearly<br />Has a strong vision for Calgary<br />Trustworthy<br />Knowledgeable about civic issues<br />Able to build consensus with City Council<br />Will work well with City Council<br />BOB HAWKESWORTH<br />PERSONABLE CIVIC LEADERSHIP<br />Consider: Distance from Origin (further, more defined); direction from origin, where a chord would pass through a Candidate’s bubble, and proximity to Candidates.<br />Page 15<br />
    17. 17. Survey: Social Media & Engagement.“Media Literacy”<br />
    18. 18. Manage Reputation.<br />
    19. 19. Addressing Concerns: e.g., 3 Pillars Video<br />Source:<br />
    20. 20. Brand Advocacy…<br />
    21. 21. Evaluation Matters.Facebook Fan Page: “Like This”<br />Naheed Nenshi<br />Barb Higgins<br />Ric McIver<br />Number of Followers Facebook Fan Page<br />Date (Week of...)<br />Page 20<br />
    22. 22. Social Media & Brand Management…<br /><ul><li>“Define Self:”Audit, Communicate, Explore, Evaluate & Refine.
    23. 23. Authentically You(Values, Personality, Image).
    24. 24. Differentiation: “Can’t be everything to everybody. You need to be something to somebody.”
    25. 25. “Media Literacy.”
    26. 26. Commitment & Focus.
    27. 27. Vigilance.
    28. 28. Trust: Relationships & Quality of Connections.</li></ul> Page 21<br />
    29. 29. THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh<br /> Page 22<br />