building a personal social brand: turning talent into more work - … · 2014-10-13 · anymore....

Building a Personal Social Brand: Turning Talent into More WorkLori DeFurio | @ ldefurio | Group Manager, Social Business, AdobeChris Converse | @chrisconverse | Partner, Designer & Developer, Codify Design Studio

Why Bother with Social Media?

= 10 million

313Mmembers

200Mmembers

270M active accounts

1.1Bmembers

1.28Bmembers

200Mmembers

1.6B likes/day60M uploads/day

65% outside US

How many hours of video are uploaded to YouTube each minute?

1050100500

How many hours of video are uploaded to YouTube each minute?

1050100500

100#2 search engine

1B unique users/month

6B hours of video watched/month

80% usage outside US

Levering video in social media

Video increases time on web pages by 800%.*Among mobile viewers, 92% of video viewed on mobile is shared.**

*Bubobox **IABAny length 15 seconds 6 seconds

< 2 minutes/video recommended

Are you active in Social Media today?

Are you using social channels to learn about customers/competitors/business?

Do you believe social media can help you achieve your goals?

A Brand Happens When You Plan

“There is no professional or personal anymore. There’s simply your brand. Everything you do affects your brand, and it’s up to you to determine whether your brand is affected positively or negatively. That’s it.”

- Peter Shankman (@petershankman)

Expressing your creativity online

PERSONAL PROFESSIONAL

Clients & CoworkersAcquaintancesFriends & Family Interesting People

Answer the 4 W’s+1H for Your Brand

WHO Who are you? Decide how you want to be perceived. How do you leverage your expertise to build your reputation?

WHAT What are you going to talk about? You’ll want to offer value through content and conversations.

WHY Why are you participating in social media?

WHERE Where will you engage (which social media networks)?

HOW How will you use social to shape your personal and/or professional brand?

Curator ThoughtLeader

Observer Specialist

Sharing Creating

Casual Consistent

BroadFocused

Observer

Identifying your role

Getting started

Example: Find the conversation

Search in app Google

Example: Listen to the conversation

Twitter lists Google alerts LinkedIn Pulse

Example: Join the Conversation

Reply Retweet Favorite Like Comment Share

Example: Join the Conversation

Reply Retweet Favorite Like Comment Share

Example: Lead the conversation

Best Practices

Getting started – your brand

Google yourself – are you seeing your Twitter, LinkedIn, & published work at the top of the search?

Use the same photo in your profiles. Review your bio on social networks to

ensure they are complimentary and up-to-date.

Getting started – your voice• Stick with what you know or want to

be known for (expertise & interest).

• Before sharing a piece of content, ask yourself:

• Will my followers care?

• Is it timely?

Adobe’s Social Footprint Can Help

20.5 million fans/followers570 branded accounts across Facebook, Twitter, LinkedIn, & YouTube 200+ blogsBehance: 4.1M community members

Adobe’s Social Footprint Can Help

20.5 million fans/followers570 branded accounts across Facebook, Twitter, LinkedIn, & YouTube 200+ blogsBehance: 4.1M community members

Example: Leveraging Adobe’s Social Footprint

Working with Behance

4.1 M members

81 million images

6.9 million projects

10,000 projects uploaded/day

62 million projects viewed/month

172 countries represented

Working with Behance

4.1 M members

81 million images

6.9 million projects

10,000 projects uploaded/day

62 million projects viewed/month

172 countries represented

What you say can stay online forever (#fail)

You have the freedom and right to express yourself, but stay mindful that your content can be indexed, archived, and stay online indefinitely.

Facebook privacy settings

Your Facebook profile can come up in search engine

results and the privacy settings change frequently

and without notice.

Discussion

Getting the word to more people without having it stop along the way.

Your Feedback

I have a challenging time creating content for social media Controlling troll

attacks; astroturfing

Your Feedback

Engaging the audience without paying for targeting. On Facebook it seems without promoting a post very very few see it. Is there a way to put hit out without always pushing 30 dollars at it?

What type of content to

Your Feedback

What to post and how to share things that don't feel like advertising. How to integrate yelp, get reviews, and they always call about advertising, is it worthwhile?

building my business network that is different from my personal network, topics to post to keep content fresh, do i really need Facebook and twitter accounts or just one?

How much time is really going to take me to “be

Wrap-up

Identify your role (today and beyond) Determine your voice Leverage best practices to promote your brand

Roadmap handout

Contact usLori DeFurio Chris Converse@ldefurio @chrisconverse

lori@adobe.com chris@codifydesign.com

linkedin.com/in/loridefurio linkedin.com/in/chrisconverse

Survey Results

Leveraging Social Media

Facebook

Twitter

YouTube

Blogging

Pinterest, Instagram

Behance

building a personal social brand: turning talent into more work - … · 2014-10-13 · anymore....

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