This is an overview of a presentation on best practices in social media I gave to a law firm in Minneapolis. Since my background is advertising and marketing, I like to think about social media as it relates to and mashes up personal branding, your "individual" brand within a corporation and the corporation's brand. Which persona takes precedence--when, and why? Then how do your personas and their actions affect relationships with your customers? These are vibrant topics and I enjoy presenting them.

1. Henson & Efron, P.A.
February 25, 2009
You+your
corporation
+your customers
Best practices for online
and social network marketing
Presented by Tim Brunelle | Hello Viking
Creative Commons Attribution & Non-Commercial License

2. Tim Brunelle
CEO of Hello Viking [dot] com
MIMA Board of Directors
MCAD Adjunct Faculty
tbrunelle.extendr.com

3. Agenda
1. Marketing: Old vs. New | Then vs. Now
Empowered Consumers
Data
Inter-action
2. You+Your Corporation+Your Customers
“The Brand of You Being You” vs.
“The Brand of You, The Employee” vs.
“The Corporate Brand”
3. Resources

4. Marketing then

5. Marketing now

6. Empowered Consumers

7. Empowered Consumers

9. “...the number of blog readers has jumped to 57
million American adults, or 39% of the online pop-
ulation,” according to a July 2006 Pew Internet Study.
Technorati currently states it is tracking over 112.8
million blogs (April, 2007) and, “120,000 new blogs
are created every day.”
“YouTube reports serving over 100 million videos
per day,” according to TechCrunch, July 2006.

10. Listening = Customer Service = Marketing
Listening is a positive, useful reaction to
Consumer Empowerment.
“Beyond being able to pay our bills and make our
financial goals, we're not actually that focused on
getting customers to shop and purchase from us
whenever possible. Instead, we’re interested in
forming lifelong, meaningful relationships with
our customers, so the more engaged our customers
are, the more likely that will happen.”
—Tony Hsieh, CEO, Zappos

11. Data

12. *All of this activity (and
more) adds up to one result.

14. And there’s a benefit from data for marketers.
(Thank you, Jan Leth)
Data = Better stories
Data = “Value exchange” beyond
entertainment
Data = Optimized performance
Data = Massively distributed
personalization of brand
experience.
Data = Enables “Listening” as core
competency of marketing dept.

15. Inter-action

16. Inter-action is...
An expectation
Reciprocity
Courtesy
Conversation
Response
Measurement
Research
Understanding
Dynamic
Involving
(Above all) Human

17. Inter-action takes form as...
Sharing
Crowd sourcing
Blogging
Micro blogging
Commenting
Embedding
Linking
Tagging
Rating
(Above all) Participation

18. Agenda
1. Marketing: Old vs. New | Then vs. Now
Empowered Consumers
Data
Inter-action
2. You+Your Corporation+Your Customers
“The Brand of You Being You” vs.
“The Brand of You, The Employee” vs.
“The Corporate Brand”
3. Resources

19. *David Armano via AdAge.com

20. “Ordinary people having micro influence in this
macro medium we call the Internet. [But you
need to appreciate] the potential risks and
downside of this activity as it can relate to
your full time profession—especially if you are
not self-employed.”
—David Armano

21. “If you are going to have your company play on
the social web, then you have to be ready to
play a full contact sport which includes
unpredictable scenarios. [The social web is]
powered by people and people are messy.
People also tend to be more loyal to other
people than they are to faceless organizations.
The social web thrives on personality, mixing a
‘personal touch’ with a professional service.
When Frank talks about life and business on his
blog, it makes him not only a person, but an
employee like many of us.”
—David Armano

22. http://www.youtube.com/watch?v=9j4yzfC6ijY

23. The Brand of You,
Being You
The Brand of You,
Topic/Issue ->
The Employee
The Corporate
Brand
For any opportunity in the social space, you
need to consider which persona is effected,
which is best for engaging (or not) and what
might result by participating.

24. The Brand of You,
Being You
The Brand of You, <- Audience(s)
Topic/Issue ->
The Employee
The Corporate
Brand
Then you need to consider how various
audiences may react to your participation, and
not just immediately but well into the future.

25. The Brand of You,
Being You
The Brand of You, <- Audience(s)
Topic/Issue ->
The Employee
The Corporate
Brand
And if the opportunity has more of a corporate
focus, then perhaps the organization needs to
create dialogue internally around how
employees ought to participate.

26. Agenda
1. Marketing: Old vs. New | Then vs. Now
Empowered Consumers
Data
Inter-action
2. You+Your Corporation+Your Customers
“The Brand of You Being You” vs.
“The Brand of You, The Employee” vs.
“The Corporate Brand”
3. Resources

27. Facebook.com | MySpace.com
LinkedIn.com
Twitter.com
Flickr.com | Picassa.com | Me.com
YouTube.com | Viddler.com | Vimeo.com
Typepad.com | Blogger.com | Wordpress.com
Extendr.com
*What’s your personality? What are you trying
to communicate? What’s your bandwidth for
listening and participating? What’s your
appetite for the unknown? Considering these
questions will help you decide which tools and
venues are most appropriate.

28. MIMA.org/events (or check past events)
January 21
Digital Reputation Management
February 18
Inbox Insanity—Future of Email
Wednesday, March 18
The Rise of Social Media: Community Managers

29. Conversations About The Future Of Advertising
catfoa.blogspot.com
February 9
Alan Wolk—Your Brand Is Not My Friend
Monday, March 9
Kristina Halvorson—Content Strategy

30. Thank you.
tim@helloviking.com
tbrunelle.extendr.com
Creative Commons Attribution & Non-Commercial License