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Social Media Personal Branding Lecture 2

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Lecture presentation to social media class at Loyola University, Chicago School of Communication. Presentation focusing nuances of brand identity and how to craft and maintain a consistent and meaningful brand identity.

Publicado en: Marketing
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Social Media Personal Branding Lecture 2

  1. 1. social media COMM 261 201 loyola university, chicago school of communications lecture 2 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  2. 2. social media eric bryn | @ericbryn | ebryn@luc.edu © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  3. 3. social media your | personal brand © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  4. 4. persona definition | “the aspect of someone's character that is presented to or perceived by others” © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  5. 5. persona what does this mean to you? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  6. 6. anonymity what are the positive or negative affects of anonymity in crafting a social media persona? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  7. 7. anonymity how does anonymity liberate a (your) brand? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  8. 8. anonymity how does anonymity limit a (your) brand? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  9. 9. “identity” circa 1959 | like social performance | like theatre | like acting | choosing appropriate wardrobe, props, and backdrops | crafting desired identity | targeting specific audience | making adjustments | maintaining consistent identity ~ Goffman, Erving (1959), The Presentation of Self in Everyday Life. New York, NY: Anchor Books, Doubleday. © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  10. 10. brand identity what constitutes a (your) brand identity? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  11. 11. brand identity what factors can negatively or positively impact your identity? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  12. 12. brand positioning repetition | constant variation © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  13. 13. brand positioning continuity | consistency © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  14. 14. brand positioning right audience | right message | right context © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  15. 15. brand positioning authenticity | transparency | is this bullshit? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  16. 16. thought leadership branding | engagement | learning © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  17. 17. personal branding theatre? | constructed reality? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  18. 18. personal branding what are your goals and business objectives? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  19. 19. sources previous slides synthesized from: Online Personal Branding: Processes, Challenges, and Implications, Labrecque, Markos, Milne, Journal of Interactive Marketing 25 (2011) 37–50 What’s your personal social media strategy?, Dutta, Harvard Business Review (Nov 2010) © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  20. 20. the big squeeze algorithmic filtering | diminishing reach © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  21. 21. 2015 trends brian solis presentation: http://www.slideshare.net/briansolis/brand-innovators-2015-trends © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  22. 22. brand impact how will these trends affect personal branding? © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  23. 23. social media your | personal brand | make it matter © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  24. 24. social media eric bryn | @ericbryn | ebryn@luc.edu © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS
  25. 25. social media COMM 261 201 loyola university, chicago school of communications lecture 2 © 2015 ERIC BRYN. ALL RIGHTS RESERVED.COMM 261 201 SOCIAL MEDIA, LOYOLA UNIVERSITY, SCHOOL OF COMMUNICATIONS

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