IASA Social Media Conference Take Social Media to Next Level

IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Social Media 2.0:
Take it to the Next Level
Session #621

Speakers
Darin M Reffitt, Director, EIS Group
Darin Reffitt is Director of Demand Generation and Campaign Management with EIS
Group (formerly Exigen Insurance Solutions.) With over 18 years of experience in
marketing and communications, his focus at EIS Group is on lead generation and lead
nurturing in marketing core system software to insurance companies. He is also a
volunteer with the IASA and chairs the Social Media Subcommittee, leading the efforts
of the IASA to better engage with carriers, vendors, and individual members across
social media platforms. He volunteers with other organizations, writes about marketing,
social media and networking as a Market Expert for Business.com, and golfs, poorly.
Jennifer Overhulse, Principal Owner – St. Nick Media Services
Jennifer Overhulse is a writer, as well as a marketing and public
relations (PR) expert, with an extensive journalism background and
insurance industry-specific expertise. Her sweet spots lie in identifying issues, niches
and opportunities for clients, developing provocative content and
tailoring messaging to resonate with targeted audiences. Jennifer has
been published in print and web publications such as: The Stars & Stripes, The
Louisville Business Courier, The Kentucky Post, The Encyclopedia of Sculpture, Suite
101, Book Magazine, Insurance & Technology, Tech Decisions, Best’s Review, National
Underwriter, Insurance Networking News, IASA’s Interpreter and the Journal of
Insurance Operations. Mic drop…she also once considered a career in archaeology,
but went into journalism for the money.
@stnickmedia
@dmreffitt

Changing Behavior and Societal
Norms
TOGA!!!!!!!
@stnickmedia

Social
Media!
What happens
in Vegas
stays
on
Eric Qualman, “Socialnomics”
@stnickmedia

Norms
35% of Americans have posted something online
that they later regretted. Retrevo study via Mashable
@stnickmedia

Norms
53% of Millenials would
rather lose their sense
of smell than their
technology. -Eric Qualman. “Socialnomics”
@stnickmedia

Why Should You Care?
Because
today
branding is
not only
corporate,
it’s
personal…
@stnickmedia

Increasingly, social media is the way individuals
create, promote and maintain a personal brand.
25% of
smartphone owners ages
18-44 cannot remember
a time when their
preferred device
was not within immediate
reach.
63% of
smartphone owners,
including the
previously mentioned 25%,
spend
less than
an hour a day away from
their devices.
IDC Research via Fast Company, “10 Surprising Social Media Statistics”
@stnickmedia

Social media and personal branding are
changing how companies find and retain
both employees and customers…
@stnickmedia

In Search Of…
11
 66% of CEOs say a
lack of necessary
skills is their biggest
talent challenge*.
*Source: PwC global CEO Study
 83% say they are
changing recruiting
strategies to address
that*.
@dmreffitt

Strength? Weakness?
Opportunity? or Threat?
*Source: 2014 study from
43% of employers screen candidates
on social media, and rising*
51% of those have found information
on social media that factored into
decisions to NOT hire a candidate*
But 33% of those have found
information on social media that
factored into decisions TO hire a
candidate*
@dmreffitt

Where Are They Looking? @stnickmedia

What Information Can They Access?
 Name
 Sex
 Relationship Status
 Family Members
 Hobbies/Interests
 Address
 Phone Number
 Zodiacal Sign
 Favorite Movies
 Books You’ve Read
 Vacation Spots You Love
 Favorite Sports Teams
 Potential Medical Conditions
 Past Injuries/Illnesses
 Family Medical History
 Birthday
 Buying Habits
 Schools Attended
 Degrees You Hold
 Professional Designations
 Association/Club Affiliations
 Friends’ Names
 Hair Color
 Eye Color
 Favorite Color
 Age
 Political Affiliation
 Sexual Orientation
 Drinking Habits
 Drug Habits/Preferences
 Religion
 Pets Names & Numbers
 Medical Alerts
 Things You Collect
 Talents
 Current Employer
 Job History
 Criminal Record
 Restaurants You Like
 Foods You Hate
 Preferred Airline
 People You Recommend
 Pet Peeves
 Allergies
 Car You Drive
Social Data may include intimate details about a person’s life, including:
Most of this information is shared willingly. What are the implications of
this? Personally? Professionally?
@stnickmedia

So, Just What is a Personal Brand?
Your personal brand is
what people consider your
defining traits. It’s what
people hear about you
before they meet you.
@dmreffitt

Personal branding is:
 The process by which individuals differentiate
themselves;
 Identifying and articulating a unique value
proposition; and
 Leveraging it consistently across platforms to
achieve a desired goal.
enhance recognition
establish reputation
develop credibility
advance careers
build confidence
• August 1997
• Management guru and author Tom
Peters
• "We are CEOs of our own
companies"
So, Just What is a Personal Brand? @stnickmedia

Physical
Appearance
Areas of
Knowledge
Communication
Styles
How You
Dress
Skills and
Abilities
Behaviors
Elements of a Personal Brand: @dmreffitt

Communication
Styles
• Word choices
• Speed
• Inflections
• Use of Sarcasm
• Confidence

Behaviors
• Passions
• Habits
• Trust
• Consistency
• Expertise
• Helpfulness

Why does Personal Branding
Matter?
 In your career, your personal brand impacts:
What projects you get assigned
What promotions you receive
Amount of face time you get with
senior management
Degree of freedom and autonomy you
are accorded
@dmreffitt

Identifies Personality & Cultural Fit @dmreffitt

Establishes Credibility & Expertise @dmreffitt

• I.T. Department
• Reliable
• Knowledgeable
• Fast
• Helpful
“Mr. Fix It”
Personal Branding in Action @dmreffitt

• Marketing Department
• Never responds to emails
• Waits till the last minute to
respond to deadlines
• Holds everything up
“The
Bottleneck”
Personal Branding in Action @dmreffitt

Photographic
Appearance
What You
Post
How You
Post
Secondary
Imagery
Where You
Post
Sites You Use
Elements of an Online Brand: @dmreffitt

How You
Post
• Word choices
• Logic
• Humor
• Use of sarcasm
• Personal attacks
Elements of an Online Brand: @dmreffitt

Protecting Your Personal Brand –
Check Yourself @stnickmedia

Context is Everything
 39 comments
 10+ private
messages
 10+ texts
 5 emails
@dmreffitt

Photos & Art
Music
Social
Videos
Review Selling
Communication
ProductivityCraft
EntertainmentDating/Meeting
Professional
Presentations
News
FoodSports
Shopping/Fashion
Medical
TravelCauses
Blogging Fitness
Automotive
Education
Who are you online? @dmreffitt

Reveals Personality & Cultural Fit @dmreffitt

Lays a Foundation for the Future
Identify your digital champions.
These are people who have bought
into the vision, and can get the rest
of the organization excited about the
vision as well. “They will, most likely,
be your organization’s future digital
leaders,” said Westerman and his
co-authors.
“
“
@dmreffitt

Provides a Communication &
Networking Platform @dmreffitt

Know Your Industry
Conservative
Traditional
Regulated
Charitable…?
@stnickmedia

Know Your Industry @stnickmedia

Ignorance of the Law is No Excuse
If you “legalize” it…you can regulate it!
@stnickmedia

The Social Media/Personal
Branding Toolbox @stnickmedia

The Next “Hot” Platform…? @dmreffitt

Recent Major Updates
 Pinned Tweets
 Video Hosting
 Cover Photos
 Volunteer Roles
 Hashtag Support
 Animated GIF Files
 Integrated Messenger
@dmreffitt

Content Curation Tools @stnickmedia

Blogging @stnickmedia
 Platform for showcasing your expertise AND personality
 If you build it, they will come, but…
 Blogs are notoriously difficult to promote and maintain
 You may not think you need one, but add a disclaimer
anyway
 Make sure your blog doesn’t conflict with any social
media or corp comm policy of your employer

A Word on Video
By 2018, it is estimated that video will account for over
2/3 of mobile usage.
@stnickmedia

What NOT to Do
OFFER
RESCINDED
@stnickmedia

What NOT to Do @dmreffitt

If All Else Fails
#WhyIStayed
@dmreffitt

Meet My Friends…Libel & Slander.
“Think like a publisher,
not a marketer.”
– David Meerman Scott
Marketing Strategist
@stnickmedia

Q&A
Thank you for your time!
Any questions for today’s
speakers?
Darin
Reffitt
Jennifer
Overhulse
@stnickmedia
@dmreffitt

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IASA Social Media Conference Take Social Media to Next Level

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