Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Media Personal Branding Lecture 2

3,397 views

Published on

Lecture presentation to social media class at Loyola University, Chicago School of Communication. Presentation focusing nuances of brand identity and how to craft and maintain a consistent and meaningful brand identity.

Published in: Marketing
  • Be the first to comment

Social Media Personal Branding Lecture 2

  1. 1. social media COMM 261 201 loyola university, chicago school of communications lecture 2 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  2. 2. social media eric bryn | @ericbryn | ebryn@luc.edu © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  3. 3. social media your | personal brand © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  4. 4. persona definition | “the aspect of someone's character that is presented to or perceived by others” © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  5. 5. persona what does this mean to you? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  6. 6. anonymity what are the positive or negative affects of anonymity in crafting a social media persona? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  7. 7. anonymity how does anonymity liberate a (your) brand? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  8. 8. anonymity how does anonymity limit a (your) brand? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  9. 9. “identity” circa 1959 | like social performance | like theatre | like acting | choosing appropriate wardrobe, props, and backdrops | crafting desired identity | targeting specific audience | making adjustments | maintaining consistent identity ~ Goffman, Erving (1959), The Presentation of Self in Everyday Life. New York, NY: Anchor Books, Doubleday. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  10. 10. brand identity what constitutes a (your) brand identity? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  11. 11. brand identity what factors can negatively or positively impact your identity? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  12. 12. brand positioning repetition | constant variation © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  13. 13. brand positioning continuity | consistency © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  14. 14. brand positioning right audience | right message | right context © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  15. 15. brand positioning authenticity | transparency | is this bullshit? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  16. 16. thought leadership branding | engagement | learning © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  17. 17. personal branding theatre? | constructed reality? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  18. 18. personal branding what are your goals and business objectives? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  19. 19. sources previous slides synthesized from: Online Personal Branding: Processes, Challenges, and Implications, Labrecque, Markos, Milne, Journal of Interactive Marketing 25 (2011) 37–50 What’s your personal social media strategy?, Dutta, Harvard Business Review (Nov 2010) © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  20. 20. the big squeeze algorithmic filtering | diminishing reach © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  21. 21. 2015 trends brian solis presentation: http://www.slideshare.net/briansolis/brand-innovators-2015-trends © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  22. 22. brand impact how will these trends affect personal branding? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  23. 23. social media your | personal brand | make it matter © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  24. 24. social media eric bryn | @ericbryn | ebryn@luc.edu © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  25. 25. social media COMM 261 201 loyola university, chicago school of communications lecture 2 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS

×