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New Social Media and Personal Branding Presentation


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Presentation on Personal Branding and Social Media to IASA Combined Central States Regional Meeting. All new slides developed for this meeting.

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New Social Media and Personal Branding Presentation

  1. 1. Social Media and Personal Branding Presentation to IASA Central States Regional Conference September 30, 2014
  2. 2. Presenter Biography Darin M Reffitt, Director, EIS Group @dmreffitt on Twitter Darin Reffitt is Director of Demand Generation and Campaign Management with EIS Group (formerly Exigen Insurance Solutions.) Bringing over 17 years of experience in marketing and communications, his focus at EIS Group is on lead generation and lead management in marketing core system software to insurance companies of all sizes. He is also a volunteer with the IASA and chairs the Social Media Subcommittee, leading the efforts of the IASA to better engage with carriers, vendors, and individual members across social media platforms. He volunteers with United Way of Delaware, is passionate about social media, and golfs, poorly. @dmreffitt
  3. 3. From: @dmreffitt 3 Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.
  4. 4. Why does social media matter? @dmreffitt
  5. 5. U.S. household newspaper circulation dropped from 50-60% in 2000 to 30-40% in 2012* *Source: “Daily Newspaper Circulation Trends 2000-2013”, Communic@tions @dmreffitt Management, Inc.
  6. 6. Cable subscriptions continue to drop as online viewing rises*. …and those who do watch cable are skipping past commercials on DVRs. *Source: “Cord Cutters and the Death of TV”,, 2013 @dmreffitt
  7. 7. Radio listening was down 13% from 2010-2013* *Source: “What’s REALLY Happening to Radio Listening? Read This…”Mark Ramsey Media, 2013 @dmreffitt
  8. 8. We demand instant access to music, video, news, and other entertainment. @dmreffitt
  9. 9. Mass media marketing is dying. @dmreffitt
  10. 10. @dmreffitt
  11. 11. @dmreffitt
  12. 12. @dmreffitt
  13. 13. @dmreffitt
  14. 14. 14 Branding has never been more challenging. @dmreffitt
  15. 15. 15 Branding has never been more challenging. @dmreffitt
  16. 16. 16 Branding has never been more challenging. @dmreffitt
  17. 17. Ordered a McDouble, something in the damn thing chipped my molar. #McDStories @dmreffitt
  18. 18. #McDStories I lost 50lbs in 6 months after I quit working and eating at McDonalds @dmreffitt
  19. 19. Hospitalized for food poisoning after eating McDonalds in 1989. Never ate there again and became a vegetarian. Should have sued. #McDStories @dmreffitt
  20. 20. #McDStories Learn all about McDonalds using pigs from gestation crates #McCruelty @dmreffitt
  21. 21. So PETA and McDonalds got into it today on Twitter. I was surprised I didn’t know there was actual meat at McDonalds. #McDStories @dmreffitt
  22. 22. #McDStories More than half a year since last McTerrible McFattening McMeal. I don’t McMiss the McFood McOne McBit. @dmreffitt
  23. 23. @dmreffitt My father used to bring us to McDonalds as a reward when we were kids. Now he’s horribly obese and has diabetes. Lesson learned #McDStories
  24. 24. Thank you #McDStories you gave me a very valuable lesson for my marketing job today and it was free:) @dmreffitt
  25. 25. Most importantly, social marketing has become monetized. Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization. @dmreffitt
  26. 26. Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization. Twitter: @dmreffitt
  27. 27. Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization. Facebook: @dmreffitt
  28. 28. @dmreffitt
  29. 29. Why is social media important for me personally? @dmreffitt
  30. 30. 66% of CEOs say a lack of necessary skills is their biggest talent challenge*. *Source: PwC global CEO Study @dmreffitt
  31. 31. 83% say they are changing recruiting strategies to address that*. *Source: PwC global CEO Study @dmreffitt
  32. 32. @dmreffitt
  33. 33. @dmreffitt
  34. 34. 39% of employers screen candidates on social media, and rising* *Source: 2013 study from
  35. 35. 43% of those have found information on social media that factored into decisions to NOT hire a candidate* Provocative/Inappropriate Photos Discriminatory Comments *Source: 2013 study from
  36. 36. 19% of those have found information on social media that factored into decisions TO hire a candidate* Good Communication Skills Professional Profiles *Source: 2013 study from
  37. 37. How do I build a personal brand? @dmreffitt
  38. 38. Your personal brand is what people hear about you before they meet you. @dmreffitt
  39. 39. Elements of a Personal Brand: Physical Areas of Appearance Knowledge Communication Styles How You Dress Skills and Abilities Behaviors @dmreffitt
  40. 40. Elements of a Personal Brand: Communication Styles • Word choices • Speed • Inflections • Use of Sarcasm • Confidence @dmreffitt
  41. 41. Elements of a Personal Brand: Behaviors • Passions • Habits • Trust • Consistency • Expertise • Helpfulness @dmreffitt
  42. 42. • I.T. Department • Reliable • Knowledgeable • Fast • Helpful “Mr. Fix It” @dmreffitt
  43. 43. “The Bottleneck” • Marketing Department • Never responds to emails • Waits till the last minute to respond to deadlines • Holds everything up @dmreffitt
  44. 44. • Legal Department • Paralegal • Finds solutions • Makes your job easier • High level of urgency “Legal Eagle” @dmreffitt
  45. 45. Elements of an Online Brand: Photographic What You Appearance Post How You Post Secondary Imagery Where You Post Sites You Use @dmreffitt
  46. 46. Elements of an Online Brand: How You Post • Word choices • Logic • Humor • Use of sarcasm • Personal attacks @dmreffitt
  47. 47. Who are you? Blogging Fitness Presentations Craft Productivity Sports Food Review Selling Automotive Dating/Meeting Entertainment Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization. Photos & Art Music Social Education Videos Communication Professional News Shopping/Fashion Medical Causes Travel @dmreffitt
  48. 48. Level 1 – Common knowledge • Name • Sex • Birthday • Rela2onship status • Family members • Educa2on • Associa2on memberships • Professional designa2ons • Hobbies & interests • Favorite brands • Favorite movies • Favorite sports teams • Books you’ve read • When/where you’ve vaca2oned • Talents @dmreffitt
  49. 49. Level 2 – Semi-­‐private Info • Address • Phone number • Current employer • Birthdate • Age • Religion • Poli2cal affilia2on • Children’s names • Sexual orienta2on • Travel plans • Friends • Pet’s names • Previous employers • Business associates @dmreffitt
  50. 50. Level 3 – Private info • Medical history • Security informa2on • Work aLtude • Job searching @dmreffitt
  51. 51. How do I start? @dmreffitt
  52. 52. Learn your company’s social media policy. Don’t be Stupid. @dmreffitt
  53. 53. @dmreffitt
  54. 54. Promote your accounts everywhere you can. @dmreffitt
  55. 55. Crosslink accounts. @dmreffitt
  56. 56. Use Google Alerts to keep you informed @dmreffitt
  57. 57. @dmreffitt
  58. 58. “the world’s best business networking database” @dmreffitt
  59. 59. Professional name Professional picture Attention-grabbing heading Contact info Other social media Vanity URL for links Summary demonstrating expertise Blog posts/Slides Experience
  60. 60. Include skills. This is a time to brag! @dmreffitt
  61. 61. Join Groups! @dmreffitt
  62. 62. Why be on Twitter? @dmreffitt
  63. 63. Follow key industry associations and players. @dmreffitt
  64. 64. Start by listening. @dmreffitt
  65. 65. #Insurance #Accounting #ScheduleD #PolicyAdmin #SolvencyII #DoddFrank Monitor Hashtags! @dmreffitt
  66. 66. Same profile picture Describe your value Cross-linked sites Distinctive header photo @dmreffitt
  67. 67. Stake your claim! Reserve your Twitter handle on all other sites. @dmreffitt
  68. 68. Consider having two Facebook accounts. @dmreffitt
  69. 69. Lock down everything... …but assume it’s all open to the public. @dmreffitt
  70. 70. Join groups and use lists. @dmreffitt
  71. 71. Google+ is still relevant. @dmreffitt
  72. 72. Use circles strategically. @dmreffitt
  73. 73. @dmreffitt
  74. 74. Blogs don’t have to be written… @dmreffitt
  75. 75. SlideShare lets you repurpose content. Searching “Insurance Accounting”: @dmreffitt
  76. 76. Other sites to consider… Quora: a Q&A site that enables experts to share their expertise, tied to your other accounts. @dmreffitt
  77. 77. Other sites to consider… Pinterest: a great way to network around key themes and ideas; and is moving in a B2B direction. @dmreffitt
  78. 78. Other sites to consider… Instagram: generates photos to use in other places. @dmreffitt
  79. 79. Other sites to consider… YouTube: videos can be linked to other sites. @dmreffitt
  80. 80. A study by Simply Measured showed that Instagram photos shared by brands to Facebook resulted in 274 engagement actions, and to Twitter resulted in 22 retweets per photo @dmreffitt
  81. 81. Additional Tools @dmreffitt
  82. 82. Hootsuite: social media dashboard that enables organization of social media accounts, keywords, posts, hashtags, etc. Ø form followers into groups ² Prospects ² Customers ² Competitors ² Influencers @dmreffitt ² Partners
  83. 83. Twellow: Twitter directory that allows search by geography and other factors @dmreffitt
  84. 84. Topsy: Twitter search engine to find topics, people, etc. @dmreffitt
  85. 85. Twitonomy: Twitter Analytics Ø Followers Ø Retweets Ø Mentions @dmreffitt
  86. 86. Twiangulate: search Twitter users using multiple variables @dmreffitt
  87. 87. Canva: lets you easily generate images to go with your social posts @dmreffitt
  88. 88. @dmreffitt
  89. 89. RSS Readers: great way to curate content to publish: - Feedly - NetVibes - Newsblur @dmreffitt
  90. 90. Twitter Automation/ Schedulers: - HootSuite - Sprout Social - MarketMeSuite - TweetDeck (now owned by Twitter) @dmreffitt
  91. 91. Social Influence Measurement: - Klout - Kred - PeerIndex @dmreffitt
  92. 92. Be aware of the dangers… @dmreffitt
  93. 93. @dmreffitt
  94. 94. @dmreffitt
  95. 95. @dmreffitt
  96. 96. @dmreffitt
  97. 97. @dmreffitt
  98. 98. @dmreffitt
  99. 99. Putting it all together @dmreffitt
  100. 100. @dmreffitt
  101. 101. @dmreffitt
  102. 102. each day connecting with industry contacts each day establishing professional credibility each day gathering intelligence about industry issues and events Spend: @dmreffitt
  103. 103. @dmreffitt
  104. 104. @dmreffitt
  105. 105. For every 6 posts: should be original posts to interesting content should be a retweet/repost of someone you’re following may be self-serving to your own content or campaign *Source: content marketing guru Joe Pulizzi @dmreffitt
  106. 106. *Source: Arlo & Janis @dmreffitt Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without 106 express authorization.