Case Study: "America's Tweethearts" or Social Media Entrepreneurs

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A slide deck about a case study on the Vanity Fair article, "America's Tweethearts" and how six women have succeeded in social media by establishing a personal brand and building communities.

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  • Case Study: "America's Tweethearts" or Social Media Entrepreneurs

    1. 1. America’s Tweeth ea rts Social Media Entrepreneurs
    2. 2. The Case
    3. 3. The Case Vanity fair article “America’s Tweethearts”
    4. 4. The Case Vanity fair article “America’s Tweethearts”
    5. 5. The Case Vanity fair article “America’s Tweethearts” Six successful social media entrepreneurs.
    6. 6. The Case Vanity fair article “America’s Tweethearts” Six successful social media entrepreneurs.
    7. 7. The Case Vanity fair article “America’s Tweethearts” Six successful social media entrepreneurs. How does establishing a personal brand allow you to withstand criticism?
    8. 8. The Case Vanity fair article “America’s Tweethearts” Six successful social media entrepreneurs. How does establishing a personal brand allow you to withstand criticism?
    9. 9. The Case Vanity fair article “America’s Tweethearts” Six successful social media entrepreneurs. How does establishing a personal brand allow you to withstand criticism? What does a personal brand look like in the fluid ecosystem of social media?
    10. 10. Media Portrayal “By endlessly typing 140-character messages, Stefanie Michaels...and others have gained millions of Twitter followers. It’s a new kind of fame–twilebrity–with its own rules, risks, and pecking order.” ~Vanity Fair
    11. 11. “Sometimes when youʼre Twittering all the time, you even start to think in 140 characters.” Julia Roy 41,643 followers 2,361 listed 500+ connections 3,336 fans
    12. 12. “Twitter is like going to a giant cocktail party, except you donʼt ever have to get dressed up.” PR Sarah Evans 44,017 followers 3,863 listed 500+ connections 4,843 fans
    13. 13. “Facebook is just way too slow. I canʼt deal with that kind of deep engagement.” Adventure Girl 1,501,506 followers 3,433 listed 500+ connections 210 fans
    14. 14. #VFfail
    15. 15. The Response Stats show people talked about the article 3x more than Tiger Woods VF Cover. “If you believe Vanity Fair's take on it, female power users of Twitter have more in common with the movie 'Mean Girls' than with anything legitimately related to business.” The tonality used to describe the “Americaʼs Tweethearts” article was nearly 70% negative. “Do they have to be half-naked?”
    16. 16. The Truth
    17. 17. The Truth
    18. 18. The Truth They didn’t have to respond because followers did it for them.
    19. 19. The Truth They didn’t have to respond because followers did it for them.
    20. 20. The Truth They didn’t have to respond because followers did it for them. These entrepreneurs are highly ranked and influential because of their content.
    21. 21. The Truth They didn’t have to respond because followers did it for them. These entrepreneurs are highly ranked and influential because of their content.
    22. 22. The Truth They didn’t have to respond because followers did it for them. These entrepreneurs are highly ranked and influential because of their content. Establishing & maintaining strong personal brands gives them the ability to manage their reputation.
    23. 23. What is Personal Branding? The process whereby people and their careers are marked as brands
    24. 24. Create your brand... What You Say About You What They Say About You Brand You “You are the chief marketing officer for the brand called you, but what others say about your brand is more impactful than what you say about yourself.” ~ Dan Schwabel
    25. 25. Itʼs a Process... Adventuregirl Stefanie Michaels shares travel updates 12x per day Julia Roy is known for living her life transparently online Sarah Austin regularly retweets and replies to people who engage her Amy Martin provides value through case studies on her blog All six entrepreneurs are early adopters, practice authentic/ transparent communications, have listening & monitoring strategies in place, and build community around their brand. Build your community before problems happen.
    26. 26. Ultimately... It’s not who you know Thought leaders Unique characteristics Actively participate Authentically engage It’s what you’re known for.
    27. 27. Questions...
    28. 28. THANK YOU Angela Seits seits@uoregon.edu twitter.com/aseits
    29. 29. Image Credits: Vanity Fair - http://www.vanityfair.com/culture/features/2010/02/twitter-201002 Julia Roy, A Digital Girl blog - http://juliaroy.com/ Digital Royaty blog - http://www.thedigitalroyalty.com/ Stefanie Michaels on MySpace - http://www.myspace.com/adventuregirl PRSarahEvans Flickr - http://flavors.me/sarahevans Pink Jelly Icons by Web Treats Etc. - http://webtreats.mysitemyway.com/pink-jelly- social-networking-icons/

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