digital tools for personal brands eh
TRANSCRIPT
Digital Tools for Personal Brands
28st of June 2016Electric House
Chris: In the next hour or so you will….
• Understand what a brand is.• Understand what brand thinking is.• Understand how digital identity is changing.• Appreciate the value of social capital• Appreciate the value of trust in establishing your brand.• See what happens if we apply this knowledge to our
online identities.• Become aware of tools• Establish our personal brands.
Juliet: In the next hour or so you will….
• How to generate stories.• How to find your company’s distinct voice. • How to make your communication purposeful
and effective.
But first…a small Social Media Quiz
Question 1:
Which is the only Social Network that has more men using it than women?
Men & Women
Question 2:
Who posts more often per day Men or Women?
Women!
Question 3:
Who are more likely to interact with Brands via Social Media
Men or Women?
Women!
Question 4:
Who consumers most News via Social Media
Men or Women?
Women!
Question 5:
Who uses Social Media via Mobile devices more
Men or Women?
Women!
Question 6:
What is the best time for posting on Facebook. Is it?
a)7amb)10amc) 12pmd)3pme)5pm
Best times to post on Social Media
Question 6:
Is the average length of website visit on Pinterest?
a)5mb)8mc) 13md)16me)20m
Digital Identity
Early Online Identity
Your logo here
Did celebrities teach us how to use Social Media?
We all leave Vapor Trails of data.
Your logo here
Social Media is only really 5 years old is it any wonder….
We all generate Personal Data
Fitbit, Garmin, and Nike—say they don't sell personally identifiable information collected from fitness devices. But privacy advocates warn that the policies of these firms could allow them to sell data, if they ever choose to do so.
Most data companies see people like this. They are interested in great and profitable migrations of wallets. Not your name.
• We are all changing.
• With our new knowledge of Social networking, comes a desire to understand the value of the types of our new social relationships.
• How much can we trust these technologies?
• How much do we trust the people within our networks
• Also how much do we trust our governments.
Digital Storytelling
Social CapitalWhat is the combined value of your social network?
Who do you know?
You have to pay into the social bank before you can take out.
• Write down the roles that you have in your life. • Father, brother, entrepreneur, writer, sometimes a
teacher. • Choose at least 6.• What excites you about each of these roles?• Come up with a 8 word sentence to describe
yourself.• e.g – 101 Dalmatians - Spotted puppies avoid
futures as fur coat components.
Exercise
• Look at your roles.• Look at your partners, potential customers,
stakeholders.• Look at what their job is . Define it.• What are their biggest problems.• What are they trying to do?• How can you help them as individuals?• How can you make their pains go away, how can
you help them grow?
Pains and Gains.
Trust
The Trust Curve
• You need less contracts.• Important when you can’t monitor your employees
work.• Trust is especially needed in the creative industries.• Litigation Is less frequent.• Less resources to protecting yourself. Tax,
Insurance, bribes or private security.• Low trust discourages innovation. More time to
dealing with bad employees, partners etc
Trust
Conversations that failed. - Starbucks #Fail
Your logo here
• #RaceTogether failed because of • (1) poor brand alignment, • (2) authenticity deficit • (3) poor reaction.
Starbucks #Fail
Your logo here
Digital Tools to manage your personal brand
Followerwonk
https://www.canva.com/https://about.canva.com/work/
Creative Commons Images• It is always a courtesy to credit people if you
use their image.
Other Tools
• Nuzzle – Discover your competitors website traffic details.
• BuzzSumo – Discover what content gets shared most by competitor. Find out what content is liked.
• Bluenod – A visual way of finding influencers
Finding your voice Part 1
• Sound human• Tell don’t sell. • Avoid corporate speak or fluffy brochure talk• Your followers need to feel that there is an engaged
person behind every tweet, post, picture or pin.• Don’t be afraid to have a little personality:
everything should sound or read as though it’s something a person would say not a marketing machine.
Finding your voice Part 2
• To have credibility and charisma, it’s important to ensure your tone, vocabulary, and taste is consistent for your brand, across everything you do.
• What other brands do you align yourself with?• If you wanted celebrity endorsement – who
would you choose?• What magazines/publications do your customers
buy?
Dishoom do it Right!
• https://www.instagram.com/dishoom/• In your groups.• Go to this Twitter account, and try and work-
out why it is doing what it does. • Look at the pictures• What they retweet.• What is their relationship with their local
community?
List what is wrong with this picture from a social media POV?
Storytelling with words and pictures.
• Rule of Thumb. Entertain and inform with every post, picture, pin. Or ideally, entertain and inform with each post.
• How could we improve the following Twitter and Instagram?
• https://twitter.com/Cafedirect
1.golden section2.set your still life 3.crop don’t zoom4.edit don’t filter5.don’t use flash6.keep your lens clean
Top Tipssmart phone pics
#goldensection
Vermeer is thought to have used the golden ratio, a geometric proportion regarded as the key to creating aesthetically pleasing art.
Science suggests that these proportion help the brain ‘get’ an image quickly.
1.take lots of pics choose one 2.lighting is key3.background4.angle high to low5.not too close6.filter
Top Tips
#selfie
#silentmovie
#getcloseup
Instagram is a mobile only tool. You can’t upload from a desktop. It places all the focus on visual language. Travel and Restaurants LOVE IT.
Take a close-up picture of your lunch. Who made it?What exactly is in the picture?Choose 2 hashtags.
Thank you for listening.
• Juliet Kinsman - [email protected]
• Christopher Hogg – [email protected] Website: christopherhogg.net