The document discusses how individuals and organizations need to manage their online presence and brand across social networks. It provides 10 rules for individuals to follow regarding their online identity and digital footprint. It also discusses how these same principles apply to organizations and their brand management in social media. The presentation provides a framework for developing a strategic and tactical approach for organizations to navigate the changing media landscape and communicate effectively online.

1. You and Your
Brand Shadow
The social web and brand
communications
Community
&
Marke0ng
2.0
|
Hamburg
|
29.09.10
Antony
Mayfield
|
@amayfield
1
Wednesday, 29 September 2010

2. So I wrote
this
book...
meandmywebshadow.com
2
Wednesday, 29 September 2010

3. For
friends &
family
3
Wednesday, 29 September 2010

4. What is
the web?
Wednesday, 29 September 2010

5. TV, but
better?
Wednesday, 29 September 2010

6. Media?
1.7 bn
publishers
Wednesday, 29 September 2010

7. Ultrasocial
Image: (cc)
BrewBrooks
Wednesday, 29 September 2010

8. Social
superheroes
Wednesday, 29 September 2010

9. Privacy is
not a
private
matter...
Wednesday, 29 September 2010

10. Image : http://goo.gl/Fekj
Panopticon?
Wednesday, 29 September 2010

11. Digital
literacy
Source: TweetStats.com
Wednesday, 29 September 2010

12. What you know or
don't know about how
networks work can
influence how much
Howard
freedom, wealth and
Rheingold
participation you and
your children will have
in the rest of this
century.
Wednesday, 29 September 2010

13. Business.
Society.
Individuals.
Wednesday, 29 September 2010

14. Here are
10 rules
Image (cc):
Kappelmeister
Wednesday, 29 September 2010

15. 1. Check
your web
shadow.
Wednesday, 29 September 2010

16. 2. Be the
best / first
source of
information
about you.
Wednesday, 29 September 2010

17. 3. Understand
your
networks.
Wednesday, 29 September 2010

18. 4. Be
present.
Wednesday, 29 September 2010

19. 5. Be
useful.
Wednesday, 29 September 2010

20. (don’t
waste
your
efforts by
not
sharing)
Wednesday, 29 September 2010

21. 6. Public/
private.
Wednesday, 29 September 2010

22. 7. You are
always on
the
record.
Wednesday, 29 September 2010

23. 8. Get a
thicker skin
Wednesday, 29 September 2010

24. 9. Not
another
world
Wednesday, 29 September 2010

25. 10. Make
it work
for you...
Wednesday, 29 September 2010

26. ...and
those
close to
you.
Wednesday, 29 September 2010

27. Turns out brands have
to follow the same rules.
27
Wednesday, 29 September 2010

28. All about
the
networks.
Image: Bestario.org
Wednesday, 29 September 2010

29. ORGANISATION
INDIVIDUAL
29
Wednesday, 29 September 2010

30. S.T.O.P.
30
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31. Strategic Tactical
Organisation Personal
31
Wednesday, 29 September 2010

32. Strategic Tactical
How will the social web affect how
we think and plan at a strategic
business level? Will they change our
commercial, political, social &
cultural environment? What will our
response be?
Organisation Personal
32
Wednesday, 29 September 2010

33. Tactical
Strategic How will the tactics of our brand
marketing change? What will happen
to the structure of campaigns, the
mix of media, our relationships with
media and agency partners?
Organisation Personal
33
Wednesday, 29 September 2010

34. Strategic Tactical
Organisation
Our organisation, including our employees
and suppliers, has evolved to meet the
demands of a media and marketing
environment that is changing rapidly. Will
Personal
the divisions and structures we have now
need to change? How will communications,
governance and collaboration alter?
34
Wednesday, 29 September 2010

35. Strategic Tactical
Personal
What will this mean for us all at a
Organisation personal level? What skills and ways
of working will need to be
considered? Will the nature of our
people’s work, of work itself, be
altered?
35
Wednesday, 29 September 2010

36. Framework
36
Wednesday, 29 September 2010

37. 36
Wednesday, 29 September 2010

38. Principles.
Platforms.
Processes.
37
Wednesday, 29 September 2010

39. Thank you
icrossing.de
antonymayfield.com
@amayfield
meandmywebshadow.com
47
38
13
Wednesday, 29 September 2010