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

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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?

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= 10 million

313Mmembers

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200Mmembers

270M active accounts

1.1Bmembers

1.28Bmembers

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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX4

200Mmembers

1.6B likes/day60M uploads/day

65% outside US

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

1050100500

100


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

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Are you active in Social Media today?

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

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

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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

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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?

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Curator ThoughtLeader

Observer Specialist

Sharing Creating

Casual Consistent

List

enin

gPa

rtic

ipat

ing

BroadFocused

Observer

Identifying your role


Getting started

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Example: Find the conversation

Search in app Google

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Example: Listen to the conversation

Twitter lists Google alerts LinkedIn Pulse

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Example: Join the Conversation

Reply Retweet Favorite Like Comment Share

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Example: Join the Conversation

Reply Retweet Favorite Like Comment Share

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Example: Lead the conversation

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Best Practices

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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.

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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?

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Adobe’s Social Footprint Can Help

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

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Adobe’s Social Footprint Can Help

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

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Example: Leveraging Adobe’s Social Footprint

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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

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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

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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.

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Facebook privacy settings

Your Facebook profile can come up in search engine

results and the privacy settings change frequently

and without notice.

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Discussion

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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

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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

show

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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?

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

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Wrap-up

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

Roadmap handout

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Contact usLori DeFurio Chris Converse@ldefurio @chrisconverse

[email protected] [email protected]

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

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Survey Results


Leveraging Social Media


Facebook


Twitter

45


YouTube

46


Blogging


Pinterest, Instagram


Behance

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

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