PRSA Digital Impact, Profiting from Personal Brands
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Transcript of PRSA Digital Impact, Profiting from Personal Brands
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LOREMI P S U M
PROFITING FROM PERSONAL BRANDSWhat your CEO needs to knowEd Schipul | www.schipul.com | @eschipul
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WHAT IF I’M WRONG?2Friday, May 6, 2011
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Source: Blue Ocean Strategy <-- one AWESOME book!
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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
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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
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LOREMI P S U M
Hi, I’m happykatie
More than just a person
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LOREMI P S U M
www.flickr.com/photos/mrhayata/3288095508
PERSONAL BRANDS
MEAN BUSINESS7Friday, May 6, 2011
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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
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Brand management through the agesSection 1
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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
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FAUX-BRANDED STARS x
Rock of Gibraltar +Hudson River = Rock Hudson
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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
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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
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A powerful brand within a powerful brandhttp://www.web-strategist.com/blog/
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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/
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WHAT IS CELEBRITY?
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PERSONAL BRANDS AS IDENTITY
# of Friends
# of Lists
Photos
Avatars
RatingsViews
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PERSONAL BRANDS FOR BUSINESS
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Finding the Personal Brand profitabilitySection 2
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The Big Idea:
Personal Brands are Profitable for Your Businesswww.flickr.com/photos/joshuacraig/3075437046
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RETURN ON INFLUENCE?(BUSINESS IS NOT THE FIRST ORDER OF BUSINESS)
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GROW YOUR REACH
32 on Twitter50,000+ followers
32 on Facebook40,000+ friends
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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
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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/
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ROOFTOP RACING, ANYONE?
www.vimeo.com/17403805blog.schipul.com/ plasmacar-race-day/
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2011 DRUPAL RAP VIDEO ROI
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• 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
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#DRUPALMONSTER IMPACT
• Dries blog post
• Speaking invites
• Traffic on Schipul.com
• 53 new Twitter followers
• Dries keynote at conference
• Corporate brand development
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How to manage Personal BrandsSection 3
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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
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2. Train, support + love
them.
HR Social Media
Guidelines
Regular tools training
Candid feedback
Corporate brand
collaboration
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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
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What you risk with Personal BrandsSection 4
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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”
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ENERGY? | STATUS QUO?
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WHO IS THE REAL STAR?
BOTH OF YOU!
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YOU ARE A GREAT
BRAND.
BE STRONGER WITH YOUR PERSONAL
BRAND ROCK STARS!
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Ed SchipulBlog: eschipul.com
Flickr: www.flickr.com/eschipul
Twitter: www.twitter.com/eschipul
Slideshare: www.slideshare.net/eschipul
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