The Age Of The Brandividual DFWAMA


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Presentation on the rise of Personal Branding and the impact on individuals and companies. Includes 10 steps to start building your brand, influence and impact.

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  • Just Imagine It’s Monday Morning You arrive at 6:30am to get a good start on your day. You are planning your day and feeling pretty solid. Saying, I own this day 8am and a few coworkers stroll in – brief pleasantries exchanged 8:15am email from CEO comes across stating the company has decided to layoff 6.5% of workforce You assume, obviously the folks who are getting let go would have been told before said email came across 8:30 Your boss shows up with a weird look on his face You know- his eyes are wateringWhat’s the first thing you do in that situation?
  • How many of you Google’d the speakers tonight before coming. How about Googling customers/consultants before the first meetingWe all do itInteresting stat: 3 Years ago there were only 2 Billion searches a day, today 60 BillionReplacing sales people
  • Personal branding existing before social media. It was called reputation, character, credibility, etcThe reach was smaller Office, customers, suppliers, church, trade associations, events
  • Branding: Use of a name, symbol (nike), Term (“Fedex it”) or design (absolut) that identifies a productBrand Equity: Most valuable component of a product or service Communicates a variety of information and reduces risk to the consumer Key differentiator in categories where products are otherwise commodities such as Dole PinapplesBrand Equity Valuable in 3 Ways: Memory- the consumer remembers the brand, the brand name itself provides information ot the consumer beyond what appears on the labelEvaluation – branded items reduce shoppers time and effort to choose a product; brand information builds trust, therefore improving the consumers’ impressions and evaluation of the productExtensions – strong brand equity makes it easier to launch new products by leveraging the equity of the old ones (extension may however dilute/damage core brand)5 Levels of Brand Familiarity:Brand Insistence – goal for targeted marketing campaigns, consumers will search for the termBrand Preference – consumers usually choose the brand over other productsBrand Recognition – customers remember the brandBrand Non-Recognition – consumers don’t recognize the brand at allBrand Rejection – consumers won’t buy the brand unless the image is changed
  • Entered Local Market 6 Years AgoVoted top 10 Realty Blogger
  • The Age Of The Brandividual DFWAMA

    1. 1. The Age of The Brandividual™<br />Leveraging Social Media to Build Your Personal Brand<br />3/10/2010<br />1<br />#DFWAMA<br />Mike D. Merrill<br />Chief Bacon Maker and Marketing Strategist, Bacon Marketing<br />President, Social Media Club of Dallas <br />@mikedmerrill<br />
    2. 2. The New Reality<br />“Your Resume Is No Longer a Piece of Paper<br />It’s the Google Search Results of Your Name”<br />3/10/2010<br />2<br />
    3. 3. The New New Reality<br />“It’s Not What You Know<br />Or Who you Know<br />Or Who Knows You<br />But Who Feels Like they know you”<br />- Carrie Wilkerson The Barefoot Exec<br />3/10/2010<br />3<br />
    4. 4. Agenda<br />What is Personal Branding?<br />Social Media Example: Ines Hegedus-Garcia<br />Brand Tenets<br />10 Steps to start building your brand<br />3/10/2010<br />4<br /><br />
    5. 5. What is Personal Branding<br />3/10/2010<br />5<br />Personal branding is the process whereby people and their careers are<br />marked as brands. The creation of an asset that pertains to a particular<br />person or individual; this includes but is not limited to the appearance and<br />knowledge contained within, leading to an indelible impression that is<br />uniquely distinguishable. <br />Personal branding often involves the application of one's name to various<br />products. For example, celebrity real-estate mogul Donald Trump uses his<br />last name extensively on his buildings and on the products he endorses<br />(e.g.,Trump Hotels). -Wikipedia<br />The Way We Market Ourselves To Others<br />
    6. 6. Why is Personal Branding so popular?<br />Growth of Social Media<br />Massive Career Transition<br />Changing Demographics<br />Success Stories<br />3/10/2010<br />6<br />
    7. 7. Brand Analysis – A Refresher<br />3/10/2010<br />7<br />
    8. 8. Social Media Architecture Ines Hegedus-Garcia – Blogger<br />3/10/2010<br />8<br />Digital Word of Mouth<br />Creating a social media architecture has allowed Ines to cultivate her online buzz<br />
    9. 9. Your Brand Tenets – Be Authentic<br />Give to Receive: I give first with no expectation of return.<br />Provide Value: I share value first. <br />Instill Trust: I honor my commitments and manage expectations.<br />Be Positive: I have sincere gratitude for what I have so that I can start each day with hope.<br />Strive for Excellence: I do everything in my power to deliver my best work.<br />3/10/2010<br />9<br />
    10. 10. 3/10/2010<br />10<br />
    11. 11. 10 STEPS TO Build Your Brand<br />Now we’re Makin’ Bacon<br />3/10/2010<br />11<br />
    12. 12. 1. Benchmark Current State – Search<br />3/10/2010<br />12<br />
    13. 13. 1. Benchmark Current State – Alerts<br />3/10/2010<br />13<br />
    14. 14. 1. Benchmark Current State – Analytics<br />3/10/2010<br />14<br />
    15. 15. PROFILE<br />2. Create Profiles and Engage <br />3/10/2010<br />15<br />Engage and start conversations. Offer help and answer questions<br />Share useful content such as articles, etc that your target market would value<br />Become a student of each platform<br />Add all of your existing friends and contacts to start<br />Join groups<br />
    16. 16. 3. Share Content <br />3/10/2010<br />16<br />
    17. 17. 4. Start Writing – Drive Google<br />3/10/2010<br />17<br />LinkedIn Questions and Answers<br />LinkedIn Groups<br />Yahoo Answers<br />Comment on Blogs:<br />Directories:,<br />Facebook Notes<br />Amazon Reviews<br />Review Restaurants on<br />
    18. 18. 5. Purchase Your Own Domain<br />3/10/2010<br />18<br />Best Way to Brand Yourself is to have your own URL<br />.com<br />.me<br />.tv<br />.net<br />.info<br />Personal Email<br />Secure it now<br />
    19. 19. 6. The Power of Networking<br />Fundamental Principals of Networking:<br />The real power of the network is in the second degree.<br />The real power is in the network of your network.<br />So don’t focus on your own network, but ask them to introduce you to their network!<br />Where to find Face to Face Networking Events:<br /><br /><br /><br />College Alumni Pages<br />Professional Organizations: AMA, DFWIMA, DAL, etc<br />Church<br />3/10/2010<br />19<br />
    20. 20. 7. Start Blogging<br />Why Blog<br />Demonstrate expertise and commitment to your industry, profession and community<br />Develop your personal voice<br />Searchable forever within Google<br />Multiple touchpoints: RSS, email, and onsite<br />Content is King!<br />3/10/2010<br />20<br />
    21. 21. 8. Update Your Status Regularly<br />3/10/2010<br />21<br /><ul><li>Update your status with unique ways that will induce interaction.
    22. 22. Promote your blog, let folks know you started a new job or you are traveling, ask questions.
    23. 23. Try to do something every day so your name shows up in folks home page.</li></li></ul><li>9. Post Video<br />Video is the easiest way to convey authenticity<br />Research shows that average person will complete a video vs. read a blog or eNewsletter<br />Click through rate for videos in blogs, newsletters is 2-3 times higher<br />Create profile on YouTube <br />FlipVideo revolutionized ease of uploading to YouTube<br />3/10/2010<br />22<br />
    24. 24. 10. Speak<br />Define your signature speech<br />Speak to service groups, meetups, etc.<br />Facilitate a group at church<br />Join Toastmasters<br />Ignite Dallas<br />National Speakers Association<br />Certified Speaking Professional<br />3/10/2010<br />23<br />
    25. 25. Productivity Applications - Desktop<br />3/10/2010<br />24<br />TweetDeck Desktop App<br /><ul><li>Supports multiple accts
    26. 26. URL shortener built-in
    27. 27. View profiles
    28. 28. Save searches and #hashtags</li></ul>Other Options<br /><ul><li>HootSuite
    29. 29. Nomee
    30. 30. Seismic</li></li></ul><li>Productivity Applications - Browser<br />3/10/2010<br />25<br />Ping.FM<br /><ul><li>Update Twitter, LinkedIn, Facebook and other networks all from one internet browser application
    31. 31. Ability to update status, blog, or micro-blog or just update one by itself</li></li></ul><li>Productivity Applications - Mobile<br />3/10/2010<br />26<br />Pingle for iPhone<br />Tweetie for iPhone<br />PicPosterous<br />
    32. 32. Final Thoughts<br />Own your own brand<br />Perfection is the enemy of the good<br />The smallest action is far greater than the best intention<br />3/10/2010<br />27<br />
    33. 33. About Bacon Marketing<br />We provide a range of marketing and sales strategy consulting services to include:<br />Social Media Marketing<br />Marketing planning and strategy<br />Solutions marketing<br />Product marketing and management<br />Value proposition, positioning statement, and feature/benefit creation<br />Individual coaching – position yourself as an expert<br />3/10/2010<br />28<br />
    34. 34. Questions?<br />Let’s Connect and Follow Each Other<br />3/10/2010<br />29<br /><br /><br /><br /><br /><br />
    35. 35. New Media SIG<br />March 9, 2010<br />#dfwama<br />
    36. 36. Sponsors<br />
    37. 37. DFWAMA Mobile Club<br />
    38. 38. Mike D. Merrill<br />Marketing Consultant<br />President of Social Media Club of Dallas<br />Former Sales Exec for Dell and NetApp<br />Former Corporate Marketer for Dell<br />Biz Dev and Product Marketing for two venture backed Startups<br />