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Personal Branding Workshop
The document discusses the importance of personal branding, especially in the digital age. It notes that online, your personal brand is defined by what you share, like photos, videos, and social media profiles. It highlights how Barack Obama successfully used social media to build his personal brand and get elected president in 2008. The document encourages setting up websites and profiles to curate your personal brand and provide value to your audience. It stresses that your digital community helps define your personal brand.
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Personal Branding Workshop
- 1. Personal Branding byPochology Free Powerpoint Templates Page 1
- 2. Free Powerpoint Templates Page 2
- 3. Why personal brandingmatters • In print you are a faceless byline. • On the net you are what you share: your images, your stories, your videos, your resume, your profiles, your comments, your status updates, your tweets, your favourite books, music, movies, links, your bookmarks. • If you identify yourself as an employee of The Star, you are already a brand ambassador for the company Free Powerpoint Templates Page 3
- 4. Brands permeate everywaking moment of our lives Free Powerpoint Templates Page 4
- 5. “The art ofmarketing is the art of brand- building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.” Philip Kotler, marketing guru Free Powerpoint Templates Page 5
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- 7. Brands and eggs Free Powerpoint Templates Page 7
- 8. Made in Germany Madein Japan Made in Switzerland Made in Italy Made in U.S.A Made in Malaysia Free Powerpoint Templates Page 8
- 9. Brands can dominatea category Free Powerpoint Templates Page 9
- 10. Brands can differentiatewithin a category: Luxury car versus… “Engineering excellence” “High performance” “Safety” Free Powerpoint Templates Page 10
- 11. Brands = personality Free Powerpoint Templates Page 11
- 12. Your image matters Free Powerpoint Templates Page 12
- 13. Expect to beattacked Free Powerpoint Templates Page 13
- 14. Brands can evolve Free Powerpoint Templates Page 14
- 15. “I wanted thecampaign to be very bold, very sensual and very atmospheric. To carry off all these references and all this sophistication, we needed the ultimate performer, and for me, that was Madonna,” Louis Vuitton designer Marc Jacobs Free Powerpoint Templates Page 15
- 16. “In technoratic andcolourless times, brands bring warmth, familiarity and trust.” Peter Brabeck-Letmathe, former CEO, Nestle Free Powerpoint Templates Page 16
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- 18. Exercise: Personal brandaudit • Search your “full name” (with quotes) or byline on Google, Google Images, Google Blogsearch • Rate the first page results: positive, negative, neutral, doppelganger? • Do the results link accurately to your story, your personal website, your blog, your social network profile, your resume, your image? Free Powerpoint Templates Page 18
- 19. Personal audit “wongchun wai” Google Google Google search images Blogsearch Positive 70 percent 5/18 70 percent Negative 30 percent 5/18 30 percent Neutral Nil 3/18 Nil Doppelganger Nil 5/18 Nil Note: Based on simple Google audit on Jan 14, 2010 Free Powerpoint Templates Page 19 Beta: webmii.com
- 20. Case study: Barack Obama and Social Media Free Powerpoint Templates Page 20
- 21. Barack Obama: YesWe Can? • A black guy… • With a funny name… • And that notorious middle name… • Having serious inexperience problems… • Wearing this outfit…. • Wants to be the next president? Free Powerpoint Templates Page 21
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- 25. So what doesyour personal brand stand for? accountable accurate adventurous authentic brave bold caring classy cool consistent creative credible curious daring driven dynamic exciting efficient energetic fearless fun futuristic gentle genuine human humble healthy imaginative innovative inspiring intense irreverent joyful jovial kind loving nurturing organised persistent professional powerful passionate provocative reliable radical resolute sensuous sensible sincere smart steady strong sexy soulful technological trustworthy uncommon undaunted unexpected unorthodox unusual unwavering vociferous visionary Free Powerpoint Templates Page 25
- 26. Social media andthe banana leaf Free Powerpoint Templates Page 26
- 27. Digital banana leaf Free Powerpoint Templates Page 27
- 28. 1st Social MediaPresident Free Powerpoint Templates Page 28
- 29. Obama vs McCain •Obama web team was led by Blue State Digital formerly from Howard Dean’s 2004 campaign who built the social network My.Barack.Obama. • Key member who joined team was Chris Hughes, a co-founder of Facebook • Team posted more varied content in many more online sites. Eg: 1819 videos on YouTube compared to 330 on McCain’s channel. • He followed everyone who followed him on Twitter. • His emails sounded personal and were crucial in raising over US$300m of the US$650m he raised Free Powerpoint Templates Page 29
- 30. The stats Source: Edelman Free Powerpoint Templates Page 30
- 31. Connecting online • Easy:MyBO made it easy to recruit others, create your own group, organize fundraisers, host an event and get updates. • Familiar: Online tools used were similar to Facebook, MySpace, Meetup and other popular tools – learning curve was easy. • Go to the people: Posted content on 15 social networks – fished where the fish were. • Apps and widgets: Released free iPhone app that gave people up-to-date information on key events in their area. Free Powerpoint Templates Page 31
- 32. Blog Free Powerpoint Templates Page 32
- 33. Facebook and 14 othersocial networks Free Powerpoint Templates Page 33
- 34. 1,800 YouTube videos Free Powerpoint Templates Page 34
- 35. Staying connected in2010 Free Powerpoint Templates Page 35
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- 37. Lessons from Obama08 • Fish where the fish are • Be transparent and authentic • Your constituents, fans, followers, readers, viewers, observers expect you to react to their feedback • A little shameless self-plugging can go a long way • Show up and engage with them in real life Free Powerpoint Templates Page 37
- 38. Example: Niki Cheong Free Powerpoint Templates Page 38
- 39. The inside storyon a blog Free Powerpoint Templates Page 39
- 40. Tweet, status updateon Facebook Free Powerpoint Templates Page 40
- 41. Using available platforms •Sign up with Yahoo or Gmail = Free • Facebook, LinkedIn (social networks) = Free • Blogger, Wordpress, Tumblr (blogs) = Free • Twitter (microblogging) = Free • iTunes (podcasts) = Free • YouTube (video) = Free • Picasa or Flickr (photos) = Free (limited) Do you sense a pattern? Free Powerpoint Templates Source: Lee Aase, Mayo Clinic Page 41
- 42. Best practices: Personalbranding • Set up a personal website, or archive your stories on a blog • Update profiles on LinkedIn, Facebook, Twitter • Post photos or videos regularly • Post useful tweets, status updates, blog posts and link to the rest • Become the go-to person of your beat • Contribute ideas to professional groups MORE: http://www.chrisbrogan.com/100-personal-branding-tactics- Free Powerpoint Templates using-social-media/ Page 42
- 43. Your digital neighbourhoodmatters 300 90,000 27,000,000 Free Powerpoint Templates Page 43
- 44. Media brands areincreasingly defined more by the community Free Powerpoint Templates Page 44 http://www.flickr.com/photos/hankins/
Editor's Notes
- #9 Brand personality: What emotions or ideas do these brands evoke: high-style, sophistication, youthfulness, fun or luxury. Precision, quality. Engineering efficiency. Lifestyle statement. Comfort. Relaxed. Entertaining. Healthy. Serious. Warm. Sexy. Trustworthy. Efficient. Environmentally-friendly. What’s wrong with brand India: health, sanitation, stories of getting sick, diarrhoea
- #23 Sen. Barack Obama, D-Ill., right, is dressed as a Somali Elder by Sheikh Mahmed Hassan, left, during his visit to Wajir, a rural area in northeastern Kenya, near the borders with Somalia and Ethiopia in this file photo from Aug. 27, 2006. The garb was presented to Obama by elders in Wajir. Obama's estranged late father was Kenyan and Obama visited the country in 2006, attracting thousands of well-wishers. (AP Photo)