PRSA Digital Impact Conference 2011 in NYC. Conference program at http://www.prsa.org/Conferences/DigitalImpact/full.program

1. LO R EM
I P S U M
PROFITING FROM
PERSONAL BRANDS
What your CEO needs to know
Ed Schipul | www.schipul.com | @eschipul
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2. WHAT IF I’M WRONG?
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3. Source: Blue Ocean Strategy <-- one AWESOME book!
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4. LOR E M
I P S U M
http://www.youtube.com/watch?v=R2bLNkCqpuY
The power of Story,
the power of PEOPLE www.flickr.com/photos/dominicspics/148674451
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5. LO R EM
I P S U M
www.flickr.com/photos/lukasch
More than just a product pitch
www.flickr.com/photos/
www.flickr.com/photos/lukasch
99651925@N00
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6. More than just a person
LO R EM
I P S U M
Hi, I’m happykatie
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7. LO R EM
I P S U M
PERSONAL
BRANDS
MEAN BUSINESS
www.flickr.com/photos/mrhayata/3288095508
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8. 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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9. Section 1
Brand management through the ages
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10. the Biograph Girl
Florence Lawrence
MYSTERY
STARLETS
DD
She’s not dead, sh
e’s
wor king for us no
w!
www.flickr.com/photos/abbyladybug/75775343
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11. FAUX-BRANDED
x
STARS
Rock of Gibraltar +
Hudson River =
Rock Hudson
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12. WHO ARE YOUR
PERSONAL BRANDS?
?
12,000 Blog subscribers
?
Soon-to-be Youtube master
30,000 Twitter followers
www.flickr.com/photos/daveaustria/2698057868
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13. 4 Online Brand Types
★ Pure Corporate
★ Corporate w/ a Persona
★ Employee w/ Corp Ties
★ Pure Personal
http://www.web-strategist.com/blog/2009/07/30/from-corporate-to-personal-the-four-types-of-social-media-profiles/
www.flickr.com/photos/mattcameasarat/3842296392
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14. Friday, May 6, 2011 14

15. A powerful brand within a powerful brand
http://www.web-strategist.com/blog/
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16. HEY, I’M FAMOUS
www.flickr.com/photos/16339684@N00/2432540066/
www.flickr.com/photos/l_s_g/3676036822
www.flickr.com/photos/l_s_g/3707261673
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17. WHAT IS CELEBRITY?
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18. PERSONAL BRANDS AS IDENTITY
# of Friends
# of Lists
Avatars
Photos
Ratings
Views
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19. PERSONAL BRANDS FOR BUSINESS
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20. Section 2
Finding the Personal Brand profitability
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21. The Big Idea:
www.flickr.com/photos/joshuacraig/3075437046
Personal Brands are Profitable for Your Business
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22. RETURN ON INFLUENCE?
(BUSINESS IS NOT THE FIRST ORDER OF BUSINESS)
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23. GROW YOUR REACH
32 on Twitter
50,000+ followers
32 on Facebook
40,000+ friends
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24. 2873 employee site referrals / 6 months
$1 / click PPC advertising
$5746 / year FREE online advertising
www.dstagg.com www.schipul.com
A light look at a Win-Win
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25. 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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26. www.vimeo.com/17403805
blog.schipul.com/
plasmacar-race-day/
ROOFTOP RACING, ANYONE?
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27. 2011 DRUPAL RAP VIDEO ROI
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28. 2009 Drupal Rap
• 10 hours weekend time
• Flip cameras
• 4,082 plays
• 34,658 loads / 1,324 finishes
• 24 likes / 6 comments
• Embedded on 73 websites
www.vimeo.com/7073899
2011 Drupal Rap
• 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
www.vimeo.com/20524411 • Embedded on 100 websites
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29. • Dries blog post
• Speaking invites
• Traffic on Schipul.com
• 53 new Twitter followers
• Dries keynote at conference
• Corporate brand development
#DRUPALMONSTER IMPACT
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30. Section 3
How to manage Personal Brands
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31. ELEMENTS OF A
PERSONAL BRAND
1. Passion-driven
2. Little external restrictions
3. Opps to benefit outside company
4. New biz dev opps for company
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32. 1. Get the right
people
on the bus
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33. HR Social Corporate
Regular tools Candid
Media brand
training feedback
Guidelines collaboration
2. Train,
support + love
them.
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34. TRAIN THEM
STACK THE ODDS IN
BOTH THE
EMPLOYEE AND THE
CORPORATION’S
FAVOR
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35. 3. Then,
let them run.
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36. Friday, May 6, 2011 36

37. www.thebloggess.com
Jenny
Brand vs. Reputation
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38. Section 4
What you risk with Personal Brands
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39. 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”
Let’s talk about concerns...
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40. ENERGY? | STATUS QUO?
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41. Friday, May 6, 2011 41

42. WHO IS THE
REAL STAR?
BOTH OF YOU!
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43. YOU ARE A
GREAT
BRAND.
BE
STRONGER
WITH YOUR
PERSONAL
BRAND ROCK
STARS!
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44. Ed Schipul
Blog: eschipul.com
Flickr: www.flickr.com/eschipul
Twitter: www.twitter.com/eschipul
Slideshare: www.slideshare.net/eschipul
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