This presentation was presented by Matthew Scott, FEED, Principal + Creative Director at the January 17th, 2013 American Academy of Cosmetic Surgeons Meeting in Las Vegas, Nevada.

1. brand
How to use social media as
your personal brand journalist
Platform

2. What you will learn:
1 The truth about your brand in the mind of patients.
2 Introduce you to brand journalism.

3. You are a
brand (even if you don’t think you’re that special)

4. A brand is a person’s
gut feeling about you.
It’s a mental tattoo.

5. The Urge To Copy!

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7. about
we’re hardwired to notice only what’s different
Marty Neumeier

8. 7
25 Tips
Brand Journalism

9. 1 People won’t pay attention to your
information just because it’s interesting.
1. Entertaining
2. Educational
3. Immediate

10. 2 The most relevant information is
“all about me.”

11. No matter how compelling (#1) or personally relevant (#2)
3 your communication might be, your audience won’t pay
attention if they have to work too hard. People won’t pay
attention to your information just because it’s interesting.
1. Quick to Digest
2. Easy to Navigate
3. Clear Communication

12. What’s required is a kind of Social Media
sherpa, who can find you the audience you
seek, who can reach to them on the
platforms where they are already
congregating, and who can help promote
in tasteful ways that fit the sensitivities of the
networks where your audiences are found.
- Chris Brogan

13. Focus
1
1 1 Who are you?
2 What you do?
3 What you want them to do?

14. 1
2
Paid Owned
Converged
Brand Journalism
Earned

15. Newsjack 3
Tie to breaking React in
news story news story
real time
Content
Discover

17. 1
4
1

18. 5
Visuals Say More Than Words

19. A post that includes an album or picture receives
120-180% more
engagement
from fans than a text-based post.
* social media examiner

20. 6
Monitor Social
1 Monitor
2 Engage
3 Shape
... the conversation that is already going on.

21. Monitoring can be inexpensive...
Free $39 per month Free

22. “Be yourself; Everyone
else is already taken.”
7
- Oscar Wilde

23. Thank You
feed. the agency
Principal + Creative Director
mscott@feedtheagency.com
@Matthewrayscott
Photos
Photopin- Creative Commons