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Brand Advocacy and Personal BrandingHow to Find and Use Your Voice

@duanebailey#gwsmm

October 2, 2012

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“A journey of a thousand milesbegins with a single step.”

Lao-tzuChinese philosopher (604BC – 531BC)

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Social media is the way forward…1. You need a plan.2. Anyone can participate.3. You are in control.4. It’s a community.5. You’ll be noticed.6. Others will help you.7. You’ll share experiences.8. You’ll encounter new things.9. Things can and will go wrong.10. Be careful – NSFW.11. It’s a journey and a destination.

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One day, I started moving.

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I met others who were going my way.

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Then we all got this invitation…

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…and the host brought us all together.

His wife

The “Marketer”

The “Gamer”

The “Disciple”

The “Outlaw”

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We shared our experiences…

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…and had a great time.

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For more fun, some added a tease…

These were not

#NSFWBut I’ve learned…

…you cannot control how or where these posts might be shared.Stay true to your brand and think before you post.

Handle Blocked for Privacy

Handle Blocked for Privacy

Blocked f or

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The host joined the conversation...

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And told others about us...

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“…four individuals on an all-expenses-paid trip on the Jeep brand’s behalf.

Why were they chosen?

Because they’re Jeep brand enthusiasts and they tweet.

It was that simple.” Jeep Blog 9/26/12

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My reach was global.

Washington, DC USA

Montreal, Canada

Johannesburg, South Africa

Shelton, CT USA

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Our influence, I hope, was amazing.

+ =

Jamboree Experience Brand Advocates

Brand Awareness…82.3% Brand Loyalty…81.5% Sales…76.2%

Source: Bazaarvoice CMO Study, July 2012, n=100

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And it was agreat exercisein brandadvocacy.

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Before you can become a brand advocate, you need a…

personal brand.

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“Your brand is not what you say you are…Your brand is what your [followers]

think you are.”

Steve YastrowAuthor, Brand Harmony

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What story is your brand telling?

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How well are you engaging your followers?

Indicators of Engagement• Ratios– Followers to following– Tweets to followers

• Content– Quality vs. quantity

• Historical trends– Number of followers

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How influential are you?

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What is the best measure of influence?

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Influence = Perception + Engagement

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How are others experiencing your brand?

Push:• Door 2 Door• Telesales• Direct Mail• Email

Interruption?Influence? Engagement?

Pull: • Twitter• Facebook• Pinterest• Blogs• Networking Events

Or, they’re not:• Spectator

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7 personal branding insights...

• “Fail to plan, plan to fail.”• “Social media is not a spectator sport.”• Stay positive.• Be consistent.• Be genuine and authentic.• “If you’re not growing, you’re dying.”• Carpe diem.

…and possibly your path to becoming a brand advocate.

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Here’s where you come in…

Are you ready to start tweeting?

TY @duanebailey for sharing UR insights on personal branding and brand advocacy with our class 2nite #gwsmm

Just heard a presentation by @duanebailey on personal branding and #brandadvocacy at #gwsmm #________(add your own descriptor here!)

Tonight’s speaker was #GWU alumnus @duanebailey and the topic was personal branding, #socialmedia and brand advocacy #GWSMM

“A journey of a thousand miles begins with a single step.” ~Lao-tzu #quote #gwsmm

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