prsa digital impact, profiting from personal brands
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PRSA Digital Impact Conference 2011 in NYC. Conference program at http://www.prsa.org/Conferences/DigitalImpact/full.programTRANSCRIPT
LOREMI P S U M
PROFITING FROM PERSONAL BRANDSWhat your CEO needs to knowEd Schipul | www.schipul.com | @eschipul
1Friday, May 6, 2011
WHAT IF I’M WRONG?2Friday, May 6, 2011
Source: Blue Ocean Strategy <-- one AWESOME book!
3Friday, May 6, 2011
LOREMI P S U M
www.flickr.com/photos/dominicspics/148674451
The power of Story,http://www.youtube.com/watch?v=R2bLNkCqpuY
the power of PEOPLE4Friday, May 6, 2011
LOREMI P S U M
More than just a product pitch
www.flickr.com/photos/lukasch
www.flickr.com/photos/lukasch
www.flickr.com/photos/
99651925@N005Friday, May 6, 2011
LOREMI P S U M
Hi, I’m happykatie
More than just a person
6Friday, May 6, 2011
LOREMI P S U M
www.flickr.com/photos/mrhayata/3288095508
PERSONAL BRANDS
MEAN BUSINESS7Friday, May 6, 2011
LET’S TALK ABOUT...
• Old vs. new brand management
• Finding profitability in Personal Brands
• Let’s get real and talk RISK
Find this presentation: www.slideshare.net/eschipul
8Friday, May 6, 2011
Brand management through the agesSection 1
9Friday, May 6, 2011
DD
She’s not dead, she’s working for us now!
MYSTERY STARLETS
www.flickr.com/photos/abbyladybug/75775343
the Biograph GirlFlorence Lawrence
10Friday, May 6, 2011
FAUX-BRANDED STARS x
Rock of Gibraltar +Hudson River = Rock Hudson
11Friday, May 6, 2011
WHO ARE YOUR PERSONAL BRANDS?
30,000 Twitter followers
12,000 Blog subscribersSoon-to-be Youtube master
www.flickr.com/photos/daveaustria/2698057868
??12Friday, May 6, 2011
www.flickr.com/photos/mattcameasarat/3842296392http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/
★ Pure Corporate
★ Corporate w/ a Persona
★ Employee w/ Corp Ties
★ Pure Personal
4 Online Brand Types
13Friday, May 6, 2011
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A powerful brand within a powerful brandhttp://www.web-strategist.com/blog/
15Friday, May 6, 2011
HEY, I’M FAMOUS
www.flickr.com/photos/l_s_g/3676036822www.flickr.com/photos/l_s_g/3707261673
www.flickr.com/photos/16339684@N00/2432540066/
16Friday, May 6, 2011
WHAT IS CELEBRITY?
17Friday, May 6, 2011
PERSONAL BRANDS AS IDENTITY
# of Friends
# of Lists
Photos
Avatars
RatingsViews
18Friday, May 6, 2011
PERSONAL BRANDS FOR BUSINESS
19Friday, May 6, 2011
Finding the Personal Brand profitabilitySection 2
20Friday, May 6, 2011
The Big Idea:
Personal Brands are Profitable for Your Businesswww.flickr.com/photos/joshuacraig/3075437046
21Friday, May 6, 2011
RETURN ON INFLUENCE?(BUSINESS IS NOT THE FIRST ORDER OF BUSINESS)
22Friday, May 6, 2011
GROW YOUR REACH
32 on Twitter50,000+ followers
32 on Facebook40,000+ friends
23Friday, May 6, 2011
A light look at a Win-Win
www.dstagg.com www.schipul.com
2873 employee site referrals / 6 months
$1 / click PPC advertising
$5746 / year FREE online advertising
24Friday, May 6, 2011
2009 SOCIAL MEDIA ROI
Gary Vaynerchuk found:
$15,000 in direct mail = 200 new customers
$7,500 Billboard = 300 new customers
$0 twitter = 1,800 new customers
http://socialnomics.net/2009/11/12/social-media-roi-examples-video/
25Friday, May 6, 2011
ROOFTOP RACING, ANYONE?
www.vimeo.com/17403805blog.schipul.com/ plasmacar-race-day/
26Friday, May 6, 2011
2011 DRUPAL RAP VIDEO ROI
27Friday, May 6, 2011
• 10 hours weekend time
• Flip cameras
• 4,082 plays
• 34,658 loads / 1,324 finishes
• 24 likes / 6 comments
• Embedded on 73 websites
• 4 hours film time (x 10 employees)
• 10 hours script / post production
• 5 hours music
•Pro equipment with pro director
• 5,000 plays
• 38,318 loads / 1,787 finishes
• 35 likes / 3 comments
• Embedded on 100 websites
2009 Drupal Rap
2011 Drupal Rap
www.vimeo.com/20524411
www.vimeo.com/7073899
28Friday, May 6, 2011
#DRUPALMONSTER IMPACT
• Dries blog post
• Speaking invites
• Traffic on Schipul.com
• 53 new Twitter followers
• Dries keynote at conference
• Corporate brand development
29Friday, May 6, 2011
How to manage Personal BrandsSection 3
30Friday, May 6, 2011
ELEMENTS OF A PERSONAL BRAND
1. Passion-driven2. Little external restrictions3. Opps to benefit outside company4. New biz dev opps for company
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1. Get the right people
on the bus
32Friday, May 6, 2011
2. Train, support + love
them.
HR Social Media
Guidelines
Regular tools training
Candid feedback
Corporate brand
collaboration
33Friday, May 6, 2011
TRAIN THEM
STACK THE ODDS IN BOTH THE
EMPLOYEE AND THE CORPORATION’S
FAVOR
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3. Then, let them run.
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www.thebloggess.com
Jenny
Brand vs. Reputation37Friday, May 6, 2011
What you risk with Personal BrandsSection 4
38Friday, May 6, 2011
Let’s talk about concerns...
1. “PB’s are costly”2. “Hot PB’s get poached”3. “No control, what if...”4. “Lawsuit, WHAT!?”5. “They talked a big talk”
39Friday, May 6, 2011
ENERGY? | STATUS QUO?
40Friday, May 6, 2011
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WHO IS THE REAL STAR?
BOTH OF YOU!
42Friday, May 6, 2011
YOU ARE A GREAT
BRAND.
BE STRONGER WITH YOUR PERSONAL
BRAND ROCK STARS!
43Friday, May 6, 2011
Ed SchipulBlog: eschipul.com
Flickr: www.flickr.com/eschipul
Twitter: www.twitter.com/eschipul
Slideshare: www.slideshare.net/eschipul
44Friday, May 6, 2011