1. SOCIAL MEDIA & PERSONAL BRANDINGBuilding & Managing the “Nenshi” Brand Presented by: Brian F. Singh, ZINC Research Date: January 29, 2011

2. Your personal brand… Your most important asset. And Real Life better align with Online.

3. Real Life & Online. Education: Economics, Epidemiology. Marketing Research & Polling Firm Owner… primarily Internet-based. Strategist – Activating research. Leverage social media. Enrich my interests. Page 2

4. And how I love this… AMPLIFICATION. Page 3

5. Now & Future… Manage your personal brand. Social Media: Cost of Entry. Visibility. Consistency. Expectation.

6. Focus and Commitment.

7. Authenticity.

8. Complexity -> Personality Champion Debater Student Council President Management Consultant Academic/Professor Author Journalist/Media Chair – Arts Organization TEDx Speaker Plan-It Calgary Mayoral Candidate…

9. The Problem: Who is Nenshi? No awareness nor familiarity. No money. McIver’s “war chest” & perceived “in-waiting.” Higgins: A household name. A Unique Opportunity… Timing, Scale & Geography Strategy, Tactics & Execution

10. Build & Reinforce the “Nenshi” Brand.What Social Media Facilitated… Differentiation. Redefine the rules. Gathering intelligence. Innovation in communication. One step ahead. Go to the people… wherever they are. Seed “Advocates:” Create base to talk among themselves.

11. What does this have to do with raising brand awareness? SKYSCRAPERS? HOCKEY? CARS?

12. Know thy Audience: Connect with the Hyper-Engaged.

13. The Strategy. Phase 1: Awareness & Own Online. Phase 2: Brand (Stand out/Differentiate) Phase 3: Leadership. “The Event” Devised with focus, but latitude.

14. Building & Attaining the “Mayor Nenshi” Brand…Plan. Deploy. Evaluate. Refine. Social Media Monitoring Sentiment Analysis Web Analytics Media Monitoring Voter Identification/ Geo-Demographic Targeting Volunteer Feedback Social Media Monitoring Web Analytics Engagement Metrics PUBLIC OPINION POLLING (Population Reflective) CAMPAIGN STRATEGY “The Bridge:” Social Media & Canadians Study

15. Brand Communication...

16. A Brand Does Not Exist in Isolation.Sept 3-7, 2010; All Respondents, “None” Excluded FISCAL MANAGEMENT & LEADERSHIP A strong leader Will effectively manage the City’s budget A personality I can relate to RIC McIVER LEADERSHIP QUALITIES Someone I would be proud to have represent my city The required experience to be Mayor Firm, yet adaptable in thinking about Calgary’s needs BARB HIGGINS NAHEED NENSHI LEADERSHIP EXPERIENCE Articulate and able to discuss issues clearly Has a strong vision for Calgary Trustworthy Knowledgeable about civic issues Able to build consensus with City Council Will work well with City Council BOB HAWKESWORTH PERSONABLE CIVIC LEADERSHIP Consider: Distance from Origin (further, more defined); direction from origin, where a chord would pass through a Candidate’s bubble, and proximity to Candidates. Page 15

17. Survey: Social Media & Engagement.“Media Literacy”

18. Manage Reputation.

19. Addressing Concerns: e.g., 3 Pillars Video Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637

20. Brand Advocacy…

21. Evaluation Matters.Facebook Fan Page: “Like This” Naheed Nenshi Barb Higgins Ric McIver Number of Followers Facebook Fan Page Date (Week of...) Page 20

23. Authentically You(Values, Personality, Image).

24. Differentiation: “Can’t be everything to everybody. You need to be something to somebody.”

25. “Media Literacy.”

26. Commitment & Focus.

27. Vigilance.

28. Trust: Relationships & Quality of Connections. Page 21

29. THANKS!Brian F. SinghZINC ResearchPhone: 403.861.9462brian@zincresearch.comwww.zincresearch.comTwitter: @BFSingh Page 22