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PRSA T3PR Conference in NYC June 2010

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Ed Schipul
Ed Schipul

This presentation discusses the rise of personal brands in the digital era. It notes that personal brands are profitable for both individuals and businesses. The presentation outlines elements of personal brands, including story, creation, curation, distribution, monitoring, and terms of service. It emphasizes strategy and recommends businesses help promote the personal brands of employees and customers.

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www.flickr.com/photos/stuseeger/203488228 Welcome to the Personal Brand Era Opportunities and trials in the tech industry on leveraging Personal Brands Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com Tuesday, June 15, 2010
Meet Hannagan Photos thanks to: www.time.com Tuesday, June 15, 2010
“The Hannagan Method” www.flickr.com/photos/bratha/3212438828 http://www.lasvegassun.com/history/video/ Tuesday, June 15, 2010
Roosters + Explosions www.flickr.com/photos/abcdz2000/4443413327 Tuesday, June 15, 2010
Let’s talk about... ★ The Personal Brand Era ★ Social Objects ★ Strategy above all Find this presentation: www.flickr.com/photos/mattcameasarat/3842296392 www.slideshare.net/eschipul Tuesday, June 15, 2010
Welcome to the Personal Brand Era www.flickr.com/photos/pilax/38289753 Tuesday, June 15, 2010
The Personal Brand environment www.flickr.com/photos/14516334@N00/658457636/ Tuesday, June 15, 2010
Asynchronous Faulty, Redundant Communication (like old people) (it’s evolution baby!) Tuesday, June 15, 2010
Information Overload source: “Living Systems” Tuesday, June 15, 2010
More than just a person Hi, I’m happykatie Tuesday, June 15, 2010
The Big Idea: www.flickr.com/photos/joshuacraig/3075437046 Personal Brands are Profitable for Your Business Tuesday, June 15, 2010
27 on Twitter 14,065 followers 27 on Facebook 12,446 friends Grow your footprint + impact Tuesday, June 15, 2010
3,635 page views / 6 months from employee site referrals $1 / click PPC advertising $7270 / year FREE online advertising www.dstagg.com www.schipul.com A tangible Win-Win Tuesday, June 15, 2010
The ROI of Social Media 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/ http://www.flickr.com/photos/29970359@N07/3373700426/ Tuesday, June 15, 2010
Elements of The Personal Brand Era 1. Story 2. Creation 3. Curation 4. Distribution 5. Monitoring 6. Terms of Service Read more: http://bit.ly/pb-era Tuesday, June 15, 2010
What makes a Story? 1. Message 4. Plot So my point is... 2. Conflict 3. Characters Tuesday, June 15, 2010
Let’s talk about YOU Tell people how to talk about you. (or they won’t) 1. 2. Brand naming 3. SHORT! www.flickr.com/photos/51035655711@N01/23278242/ Tuesday, June 15, 2010
Businesses can help Personal Brands Tuesday, June 15, 2010
Recruit internally for Personal Brands www.schipul.com/personalbrands Tuesday, June 15, 2010
Ford Fiesta connects with external Personal Brands www.fiestamovement2.com/hou/team-profile/team-houston Tuesday, June 15, 2010
Big Idea: Twitter/Facebook + Personal Brands + PR Strategy = Increased Profits www.flickr.com/photos/lord-jim/3571566833 Tuesday, June 15, 2010
Create Social Objects www.flickr.com/photos/pilax/38289753 www.flickr.com/photos/pilax/38289753 Tuesday, June 15, 2010
Social Objects @gapingvoid Tuesday, June 15, 2010
#marfa Who is telling and sharing your Story - RIGHT NOW? www.marfashadows.com Tuesday, June 15, 2010
Maximize connections, create beautiful archives to share www.facebook.com Tuesday, June 15, 2010
Video is a big, big, big deal - NO EXCUSES www.apple.com/ipad // www.theflip.com Tuesday, June 15, 2010
#chevygwl Connect community with an ‘experience’ + they’ll talk www.greatwolflodge.com Tuesday, June 15, 2010
Twitter keeps everyone in the know Ben Gillin www.twetches.com Tuesday, June 15, 2010
1. Research 2. Strategic Planning 3. Implementation 4. Evaluation www.flickr.com/photos/lord-jim/3575274990 Tuesday, June 15, 2010
Strategy Above All www.flickr.com/photos/pilax/38289753 Tuesday, June 15, 2010
1. Research www.flickr.com/photos/lord-jim/3575271834 Tuesday, June 15, 2010
Are you a good listener? www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Tuesday, June 15, 2010
2. Strategic Planning www.flickr.com/photos/lord-jim/3571575685 Tuesday, June 15, 2010
“What’s your Brand? If you can’t answer that question about your own Brand in 2 or 3 words, your Brands in trouble.” ~ Al Ries Tuesday, June 15, 2010
3. Implementation www.flickr.com/photos/lord-jim/3574474673 Tuesday, June 15, 2010
This isn’t new... Tuesday, June 15, 2010
4. Evaluation www.flickr.com/photos/lord-jim/3574452593 Tuesday, June 15, 2010
The Brand Development Cycle Tuesday, June 15, 2010
Analytics tools exist - but you decide success www.google.com/analytics + www.scoutlabs.com Tuesday, June 15, 2010
Let’s talk about threats... Tuesday, June 15, 2010
Who are your rock stars? Tuesday, June 15, 2010
Big Idea Review 1.Human/Asynch = Better 2.Personal Brands are Profitable 3.Create Social Objects 4.TELL them how to talk about YOU www.flickr.com/photos/ladymixy-uk/3649349353 Tuesday, June 15, 2010
A quick review... • Facilitate Personal Brands • Create Social Objects • Think & Execute Strategy You are your own Brand, make it work for you Find this presentation: www.slideshare.net/eschipul Tuesday, June 15, 2010
Ed Schipul Email: eschipul@schipul.com Blog: www.eschipul.com Flickr: www.flickr.com/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul Tuesday, June 15, 2010

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PRSA T3PR Conference in NYC June 2010

  • 1. www.flickr.com/photos/stuseeger/203488228 Welcome to the Personal Brand Era Opportunities and trials in the tech industry on leveraging Personal Brands Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com Tuesday, June 15, 2010
  • 2. Meet Hannagan Photos thanks to: www.time.com Tuesday, June 15, 2010
  • 3. “The Hannagan Method” www.flickr.com/photos/bratha/3212438828 http://www.lasvegassun.com/history/video/ Tuesday, June 15, 2010
  • 4. Roosters + Explosions www.flickr.com/photos/abcdz2000/4443413327 Tuesday, June 15, 2010
  • 5. Let’s talk about... ★ The Personal Brand Era ★ Social Objects ★ Strategy above all Find this presentation: www.flickr.com/photos/mattcameasarat/3842296392 www.slideshare.net/eschipul Tuesday, June 15, 2010
  • 6. Welcome to the Personal Brand Era www.flickr.com/photos/pilax/38289753 Tuesday, June 15, 2010
  • 7. The Personal Brand environment www.flickr.com/photos/14516334@N00/658457636/ Tuesday, June 15, 2010
  • 8. Asynchronous Faulty, Redundant Communication (like old people) (it’s evolution baby!) Tuesday, June 15, 2010
  • 9. Information Overload source: “Living Systems” Tuesday, June 15, 2010
  • 10. More than just a person Hi, I’m happykatie Tuesday, June 15, 2010
  • 11. The Big Idea: www.flickr.com/photos/joshuacraig/3075437046 Personal Brands are Profitable for Your Business Tuesday, June 15, 2010
  • 12. 27 on Twitter 14,065 followers 27 on Facebook 12,446 friends Grow your footprint + impact Tuesday, June 15, 2010
  • 13. 3,635 page views / 6 months from employee site referrals $1 / click PPC advertising $7270 / year FREE online advertising www.dstagg.com www.schipul.com A tangible Win-Win Tuesday, June 15, 2010
  • 14. The ROI of Social Media 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/ http://www.flickr.com/photos/29970359@N07/3373700426/ Tuesday, June 15, 2010
  • 15. Elements of The Personal Brand Era 1. Story 2. Creation 3. Curation 4. Distribution 5. Monitoring 6. Terms of Service Read more: http://bit.ly/pb-era Tuesday, June 15, 2010
  • 16. What makes a Story? 1. Message 4. Plot So my point is... 2. Conflict 3. Characters Tuesday, June 15, 2010
  • 17. Let’s talk about YOU Tell people how to talk about you. (or they won’t) 1. 2. Brand naming 3. SHORT! www.flickr.com/photos/51035655711@N01/23278242/ Tuesday, June 15, 2010
  • 18. Businesses can help Personal Brands Tuesday, June 15, 2010
  • 19. Recruit internally for Personal Brands www.schipul.com/personalbrands Tuesday, June 15, 2010
  • 20. Ford Fiesta connects with external Personal Brands www.fiestamovement2.com/hou/team-profile/team-houston Tuesday, June 15, 2010
  • 21. Big Idea: Twitter/Facebook + Personal Brands + PR Strategy = Increased Profits www.flickr.com/photos/lord-jim/3571566833 Tuesday, June 15, 2010
  • 22. Create Social Objects www.flickr.com/photos/pilax/38289753 www.flickr.com/photos/pilax/38289753 Tuesday, June 15, 2010
  • 23. Social Objects @gapingvoid Tuesday, June 15, 2010
  • 24. #marfa Who is telling and sharing your Story - RIGHT NOW? www.marfashadows.com Tuesday, June 15, 2010
  • 25. Maximize connections, create beautiful archives to share www.facebook.com Tuesday, June 15, 2010
  • 26. Video is a big, big, big deal - NO EXCUSES www.apple.com/ipad // www.theflip.com Tuesday, June 15, 2010
  • 27. #chevygwl Connect community with an ‘experience’ + they’ll talk www.greatwolflodge.com Tuesday, June 15, 2010
  • 28. Twitter keeps everyone in the know Ben Gillin www.twetches.com Tuesday, June 15, 2010
  • 29. 1. Research 2. Strategic Planning 3. Implementation 4. Evaluation www.flickr.com/photos/lord-jim/3575274990 Tuesday, June 15, 2010
  • 30. Strategy Above All www.flickr.com/photos/pilax/38289753 Tuesday, June 15, 2010
  • 31. 1. Research www.flickr.com/photos/lord-jim/3575271834 Tuesday, June 15, 2010
  • 32. Are you a good listener? www.technorati.com Email updates for your company name and keywords www.google.com/alerts Email updates for your company name and keywords http://search.twitter.com Search Twitter for what’s being said about you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Tuesday, June 15, 2010
  • 33. 2. Strategic Planning www.flickr.com/photos/lord-jim/3571575685 Tuesday, June 15, 2010
  • 34. “What’s your Brand? If you can’t answer that question about your own Brand in 2 or 3 words, your Brands in trouble.” ~ Al Ries Tuesday, June 15, 2010
  • 38. The Brand Development Cycle Tuesday, June 15, 2010
  • 39. Analytics tools exist - but you decide success www.google.com/analytics + www.scoutlabs.com Tuesday, June 15, 2010
  • 40. Let’s talk about threats... Tuesday, June 15, 2010
  • 41. Who are your rock stars? Tuesday, June 15, 2010
  • 42. Big Idea Review 1.Human/Asynch = Better 2.Personal Brands are Profitable 3.Create Social Objects 4.TELL them how to talk about YOU www.flickr.com/photos/ladymixy-uk/3649349353 Tuesday, June 15, 2010
  • 43. A quick review... • Facilitate Personal Brands • Create Social Objects • Think & Execute Strategy You are your own Brand, make it work for you Find this presentation: www.slideshare.net/eschipul Tuesday, June 15, 2010
  • 44. Ed Schipul Email: eschipul@schipul.com Blog: www.eschipul.com Flickr: www.flickr.com/eschipul Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul Tuesday, June 15, 2010