Scotiabank presentation december 7, 20112

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I presented this to Scotiabank: Social Media-The Employee and The Personal Brand. Employees recognize the importance of building a personal profile in social media, however the minute an individual announces their affiliation with their company, the lines between personal and professional become blurred.

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  • Search and social are connected. The more you engage, the more you connect the more you can control your brand reputation, your message --- and ultimately mitigate any negativity that comes your way. Own the first page of brand results attributed to your unique key word
  • Search and social are connected. The more you engage, the more you connect the more you can control your brand reputation, your message --- and ultimately mitigate any negativity that comes your way. Own the first page of brand results attributed to your unique key word
  • The balance of power is shifting from companies to the networks that surround them. Connected, communicating customers and employees have more choices, and more amplified vices, than ever before. They have more knowledge than ever before. These trends are only increasing with time. # tech12  connected consumers want effective engagement - in and out. .
  • Canadian musician Dave Carroll was travelling on United and checked his guitar into baggage. He became concerned as he watched baggage handlers on runway throwing guitars. When he arrived in Omaha he found that the neck of his $3500 guitar was broken. He filed for a claim with airline but they refused to honor it because he failed to make a claim within. 24 hours. For 9 months he tried to negotiate with airline. Finally in frustration he wrote a song United Breaks guitars and released a music video on youtube. “I shold have flown with someone else or else gone by car cause United breaks guitars. Video hit the internet amassed 150,000 views. In a few weeks numer rose to 5MM and in December 2009 it was listed as number 7 on top viral videos of 2009. United tried to contact him but by that time it had been too late. Bob Taylor o Taylor guitars gave Dave carroll 2 free guitars, Carroll refused compensation from united asking they give the money to charity. .
  • We have received an open letter to Mike and Jim from a high-level RIM employee (whose identity we have verified), and in an amazingly honest and passionate plea, this letter gives fascinating insights into what RIM must fix, and fast. RIM did not immediately respond to a request for comment. Read the open letter in its entirety after the break. RIM on Thursday released its response to an open letter published exclusively by BGR . The letter, which was written by a senior RIM executive, pleads with the company’s upper management to make some drastic changes if it is to regain the mind share and market share it has lost in recent years. After questioning the authenticity of the letter — and we assure you, it is indeed genuine and its author has been vetted — RIM said the company is “fully aware of and aggressively addressing both the company’s challenges and its opportunities.” The response goes on to take an extremely defensive stance, listing various reasons that RIM is still in a strong position. .
  • People were outraged when American Apparel used Hurricane Sandy — a storm that killed over 100 people and initially left 8 million without power — as an excuse to sell merchandise. The retailer were offered a 20 percent off sale if they typed "SANDYSALE" in the online checkout "in case you're bored during the storm."  American Apparel decided to ignore the PR disaster and didn't apologize.  Gap, on the other hand, also did a Sandy sale and then tweeted apologies for offending people.
  • During one of the presidential debates, KitchenAid tweeted to its 24,000 fans that "Obamas gma even knew it was going 2 b bad! ‘She died 3 days b4 he became president’. #nbcpolitics". KitchenAid immediately deleted the quote and tweeted an apology. A spokesperson said that "The tasteless joke in no way represents our values at KitchenAid, and that person won't be tweeting for us anymore." .
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  • The promise of social is getting people who don't usually talk to each other to talk! -- like the company and the individual
  • People issues taken to online demonstrations to amplify the voices
  • . The balance of power is shifting from companies to the networks that surround them. Connected, communicating customers and employees have more choices, and more amplified vices, than ever before. They have more knowl- edge than ever before. These trends are only increasing with time.
  • About Indium Corporation What "Frome One Engineer To Another™" Means To Me: Watch Video Indium Corporation is a premier materials supplier to the global electronics, semiconductor, solar, thin film, and thermal management markets. Products include solders, preforms, and fluxes; sputtering targets; indium, gallium, and germanium metals and compounds and sourcing; and NanoFoil®. Read more: http://www.indium.com/corporate/about-us/#ixzz2E9dFRvLC .
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  • old school value --- ONE way -- what are you doing for me ----- data in banks what you ’re doing --- your value is derived based on what you buy, how much are you giving to me? as a company. Now it ’s a two way street and companies need to understand that retention is getting to be really hard. Keeping a customer means doing 10 times more than you have before.
  • With the surge of social media, you have not only the ability, but you now have the need to  manage your own reputation , both online and in real life. Employers will Google you  before they even invite you to an interview. (Your current employer probably has an eye on what you’re doing, too.) And when you interact with people, both online and offline, they’ll build up an image of who you are over time.
  • You want to be in control of all of those impressions. Why leave your professional reputation to chance, when you can be your own PR guru and manage your image?Your personal brand is all about who you are and what you want to be known for.
  •   visitors will get a much better overview about what your Tweets are all about . Instead of monotonous stream, that might only reach back a few hours, they will get a holistic overview about your Twitter presence.
  • Scotiabank presentation december 7, 20112

    1. 1. Social MediaThe Employee and The Personal Brand December 7, 2012 Hessie Jones
    2. 2. Social Participation’s Derived Benefits
    3. 3. News travels fast... Search and Social are connected Increasingly, product quality and what a brand stands for are determined by Google
    4. 4. It’s easy to hop on the Negative bandwagon
    5. 5. The Balance of Power is Shifting
    6. 6. Consumer’s Voice is Amplified: United Breaks Guitars [Youtube]
    7. 7. Cascading Effects Initiated by Employees: RIM
    8. 8. Companies should know better than to Exploit a Situation
    9. 9. Companies Make Mistakes: Kitchen Aid
    10. 10. The Political Discourse is Public
    11. 11. The New Economy is about Customer Service
    12. 12. We are on the Verge of a Crowdsourced Marketplace
    13. 13. … However, the VOICE of the Company hasincredible strength
    14. 14. The Voice ofInfluence can Move Mountains
    15. 15. Political Discourse is Public
    16. 16. The Case for Thought Leadership Content + Connect = Cash
    17. 17. Intel’s Employee Curation: To be an Accessible Brand
    18. 18. Everything Needs to Map Back to Business Impact
    19. 19. Value is the New Norm reference: Dachis SBJ october 2, 2012
    20. 20. Value Exchange between the Business and the Customer
    21. 21. Your Personal Social Footprintincreasingly establishes your Brand
    22. 22. Let Social Aggregators Capture the “Intended” You Text Text Text Text
    23. 23. The 4Ps of Personal Branding
    24. 24. Product: Be Consistent and Text Recognizable• Who are you as a Text Text Text professional?• What are your core strengths and experience?• Your audience should know what to expect.• Be consistent in your message.• Decide on your core messages and stick to one brand name.
    25. 25. Price: Know Your Value•• Influencer sites will automatically put a price tag on you. Your content, your Text Text Text Text thought leadership will only increase your personal value.• This translates into your value as an employee.• Will your value match the market?
    26. 26. Place: Recognize Your Niche• It’s easier to build influence locally amongst those with like minds: colleagues, friends.• Expand your network to include people whom you’re interested in based on topic or profile.• Know where your target audience spends their time.• Find niche communities/groups to build rapport and share topics of interest
    27. 27. Promotion: Communicate Your Brand•• Text Consider your audience and the information they value. Consider the platforms: being Text Text Text heard loud and clear or getting lost in the clutter.• Determine where your audience gets their information and make sure you are present in these channels.• Engage all the time and recognize other content to maximize your own value.
    28. 28. 10 Keys to Social Media Success1. Experiment first and determine which 6. Be personable and act like a platforms work best. Be yourself, person. make some friends. 7. Contribute in a meaningful2. Spend time planning how you will use way. Be considerate and it: objectives, content, tools promote others.3. Listen before participating. Watch 8. Learn to take criticism. how others interact. 9. Be proactive.4. Be transparent and honest. 10. Be consistent.5. Share your content. Make it easy to share.
    29. 29. Thank you!

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