A talk I gave on Your Online Presence In Social Media presented to the New Leader's Council Fellows in New York on May 4, 2013.

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YOUR ONLINE PRESENCE
IN SOCIAL MEDIA

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WELCOME
LYNNE D JOHNSON
Dir. Digital & Social
Brand Strategy & Marketing
Waggener Edstrom
@lynneluvah

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WHAT IS A BRAND?

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not a list of features or services
not an inventory of advantages
not just a pretty picture or a snazzy ad
a brand is a PROMISE

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IN TODAY’S FRACTURED
MEDIA LANDSCAPE,
FOLLOWING THROUGH
ON THAT PROMISE IS
HARDER THAN EVER.

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CUSTOMERS ARE…..
Cranky... easily distracted... & hard to impress.

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WHAT DO YOU NEED TO
DO
TO BUILD AN ONLINE
PRESENCE THAT…

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…and fulfills the brand PROMISE?
Hits like a
sock in the
jaw…
Makes you stand
up and cheer…
Connects with
real emotion…

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UNDERSTAND your audience.
KNOW what your brand means.
CREATE a story that connects.
LISTEN & engage.
LEARN!

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GREAT BRANDS DON’T
HAPPEN BY ACCIDENT,
THEY ARE DESIGNED.

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“Regardless of age, regardless of position,
regardless of the business we happen to be in, all
of us need to understand the importance of
branding. We are CEOs of our own companies:
Me Inc. To be in business today, our most
important job is to be head marketer for the
brand called You…”
- Tom Peters

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TAKING CONTROL OF OUR
PERSONAL BRAND ENABLES US
TO:
• Differentiate ourselves
• Position ourselves in the minds of others
• Focus our message and our mission
• Project credibility
• Inspire confidence
• Develop loyalty
• Make positive connections
• Build meaningful relationships

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BUT HOW DO WE DO THAT?

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BRAND PROMISE
BRAND REPUTATION
VS

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Richard Effenson and Jonathan Knowles of MIT
Sloan Management explained it like this,
“Brand is about relevancy and differentiation
(with respect to the customer), and reputation
is about legitimacy (of the organization with
respect to a wide range of stakeholder
groups, including but not limited to
customers).”

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IT IS NOT JUST WHAT
YOU SAY, BUT ALSO
WHAT YOU DO.

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TELL A STORY THAT IS
RELEVANT, REAL, AND
REPEATABLE.

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CREATE…
CONTENT
CONTEXT
CONNECTION…
TO ENGAGE AND INSPIRE

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BEGINNING MIDDLE END
ESTABLISH STORY SETTING
AND CHARACTERS
CHARACTERS PROBLEM
OR CONFLICT
RESOULUTION
EVERY GOOD STORY

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SO WHAT’S YOUR STORY?

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THANK YOU
© 2013 Waggener Edstrom Worldwide Inc. All Rights Reserved.