Social Media for Branding
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Transcript of Social Media for Branding
Personal BrandingThe Power of You
Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimillerhttp://profile.to/heidimiller
Creative ConnectionsMinneapolis, MN Sept 16-19, 2010
#tcce10
Friday, September 17, 2010
Personal Branding Strategy
• Who do you want to reach?
• Why?
• What do you want them to do?
• How can you help them?
• How will you know when you’ve succeeded?
• What are your current marketing goals?
@heidimiller #tcce10
Friday, September 17, 2010
Where are your key
influencers?• LinkedIn• Facebook• Twitter• Flickr• MySpace• Amazon reviews• iTunes• Forums
@heidimiller #tcce10
Friday, September 17, 2010
Where are your key
influencers?• LinkedIn• Facebook• Twitter• Flickr• MySpace• Amazon reviews• iTunes• Forums
@heidimiller #tcce10
Friday, September 17, 2010
Who are you trying
to engage?
@heidimiller #tcce10
Friday, September 17, 2010
% Growth of adults
updating Twitter status
@heidimiller #tcc10
Friday, September 17, 2010
Average of of SNS users by
site
@heidimiller #tcce10
Friday, September 17, 2010
Average of of SNS users by
site
@heidimiller #tcce10
Friday, September 17, 2010
Average of of SNS users by
site
@heidimiller #tcce10
Friday, September 17, 2010
Average of of SNS users by
site
@heidimiller #tcce10
Friday, September 17, 2010
Average of of SNS users by
site
@heidimiller #tcce10
Friday, September 17, 2010
Average of of SNS users by
site
@heidimiller #tcce10
Friday, September 17, 2010
Branding Basics
@heidimiller #tcce10
Friday, September 17, 2010
Know your superpower
@heidimiller #tcce10
Friday, September 17, 2010
What is your value proposition?
@heidimiller #tcce10
Friday, September 17, 2010
• I help people who spend/enjoy/love _________ and who need ________
What is your value proposition?
@heidimiller #tcce10
Friday, September 17, 2010
• I help people who spend/enjoy/love _________ and who need ________
• Who are facing ______________
What is your value proposition?
@heidimiller #tcce10
Friday, September 17, 2010
• I help people who spend/enjoy/love _________ and who need ________
• Who are facing ______________
• Will enjoy _________________
What is your value proposition?
@heidimiller #tcce10
Friday, September 17, 2010
• I help people who spend/enjoy/love _________ and who need ________
• Who are facing ______________
• Will enjoy _________________
• While enabling ______________
What is your value proposition?
@heidimiller #tcce10
Friday, September 17, 2010
• I help people who spend/enjoy/love _________ and who need ________
• Who are facing ______________
• Will enjoy _________________
• While enabling ______________
• Compared to _______________
What is your value proposition?
@heidimiller #tcce10
Friday, September 17, 2010
Build your
reputation
@heidimiller #tcce10
Friday, September 17, 2010
@heidimiller #tcce10
Friday, September 17, 2010
Be personalBe generousBe relevant
@heidimiller #tcce10
Friday, September 17, 2010
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcasts
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• TwitterReTweet relevant, useful content
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• TwitterReTweet relevant, useful content
Reply promptly
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• TwitterReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• TwitterReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• FacebookLike
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• TwitterReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
• Comment on LinkedIn group posts
Building Presence
@heidimiller #tcce10
Friday, September 17, 2010
Expose yourself
@heidimiller #tcce10
Friday, September 17, 2010
Express personality
@heidimiller #tcce10
Friday, September 17, 2010
Be personal
Liz Strauss
• Self-expression• Reach out• Respond personally• Share your ideas• Give credit, give links, give a hand• Be passionate, funny, human
http://www.successful-blog.com/1/ways-to-get-noticed-in-the-twitterverse/@heidimiller
#tcce10Friday, September 17, 2010
@heidimiller #tcce10
Friday, September 17, 2010
Be personable...
without being
@heidimiller #tcce10
too personal
Friday, September 17, 2010
20%
30%
30%
20%
PersonalOriginal contentItem commentaryResponse
Content Distribution for SNS
@heidimiller #tcce10
Friday, September 17, 2010
3 Steps to
@heidimiller #tcce10
Online Brand
Managing
Your
Friday, September 17, 2010
Step 1:Monitor
@heidimiller #tcce10
Friday, September 17, 2010
Step 1:Monitor
@heidimiller #tcce10
Friday, September 17, 2010
Set up Google alertwww.google.com/alert
Your name Your brand Your product or service Competitor’s names Issues Keywords
@heidimiller #tcce10
Friday, September 17, 2010
1. Enter search term
@heidimiller #tcce10
Friday, September 17, 2010
1. Enter search term 2. Choose Everything
@heidimiller #tcce10
Friday, September 17, 2010
1. Enter search term 2. Choose Everything
3. Enter email & create@heidimiller #tcce10
Friday, September 17, 2010
Step 2: Set up profiles
@heidimiller #tcce10
Friday, September 17, 2010
Profile Basics• Use consistent, friendly, professional profile photo
• Your face
• No kids or pets
• Create consistent one-line bio
• Create consistent one-paragraph bio
• Use www.knowem.com to save name across SNS
• Capture your name, brand, or as close as you can get to it
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info• Look like you• Convey your brand image• Convey a human being@heidimiller
#tcce10Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info• Look like you• Convey your brand image• Convey a human being@heidimiller
#tcce10Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info• Consider relatives’ privacy wishes
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info• Consider relatives’ privacy wishes
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
Add personal and professional activities
and interests
Music, books and movies show your
personality
@heidimiller #tcce10
Friday, September 17, 2010
Basic info• Hometown
• Location
• Birthday
• Gender
• Bio: tell a story
@heidimiller #tcce10
Friday, September 17, 2010
Basic info• Hometown
• Location
• Birthday
• Gender
• Bio: tell a story
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Handle: Descriptive, shortest version of
your real name
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Handle: Descriptive, shortest version of
your real name
List your real name, even when
Twittering for a brand
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Link to your website
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Bio: list roles, interests, show personality. If
Twittering for a brand, say so.
Link to your website
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Bio: list roles, interests, show personality. If
Twittering for a brand, say so.
Link to your website
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Bio: list roles, interests, show personality. If
Twittering for a brand, say so.
Link to your website
@heidimiller #tcce10
Friday, September 17, 2010
Profile do’s
Bio: list roles, interests, show personality. If
Twittering for a brand, say so.
Link to your website
@heidimiller #tcce10
Friday, September 17, 2010
Engage
Step 3:
@heidimiller #tcce10
Friday, September 17, 2010
Answer the questions
@heidimiller #tcce10
Friday, September 17, 2010
Answer the questions• What are you reading?
• What are you commenting on?
• What are you blogging?
• What are you furious about?
• What are you excited to see?
• What do you need right now?
• What are you wondering about?
@heidimiller #tcce10
Friday, September 17, 2010
Answer the questions
@heidimiller #tcce10
Friday, September 17, 2010
Answer the questions
• What would you like to ask?
• What are you participating in?
• Who are you with?
• What are you talking about?
• What are you laughing about?
• What are you rolling your eyes over?
@heidimiller #tcce10
Friday, September 17, 2010
• Be generous and gracious. Check your ego at the door.
• Don’t be That Guy: no blatant self-promotion. Help others first and most.
• Be personable without being too personal.
Tips for brand building
• Be omnipresent: take advantage of cross-posting automation.
• Be a nerd: track and measure everything.
• Be yourself, consistently. No split personalities.
• Be kind to yourself: allow yourself to make mistakes.
• Be generous with comments, praise, likes, opinions, responses and reTweets.
Friday, September 17, 2010
Personal BrandingThe Power of You
Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimillerhttp://profile.to/heidimiller
Creative ConnectionsMinneapolis, MN Sept 16-19, 2010
#tcce10
Friday, September 17, 2010