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Social Media & the Rise of the Brandividual*CNW Media Breakfast: March 26, 2009
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#KateRocks
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#CNW
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Today, let’s discuss …
What is social media? Brand Brandividual Implications for business Practical things you can do
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LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing and community building.
Our Services:
Social Media Marketing & Communications
Blogger Outreach Programs
Community Development
Internal Social Media Implementation
SEO-driven Copywriting
OneDegree.ca is one of Canada's leading online publications about digital marketing, online communications and social media -- penned by some of Canada's bright lights and rising stars in these areas.
MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.
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http://mynameiskate.ca/brandividual.html
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What is social media?
Social media is information content created by
people using highly accessible and scalable
publishing technologies that is intended to facilitate
communications, influence and interaction with
peers and with public audiences, typically via the
Internet and mobile communications networks.
~ Wikipedia
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http://fasticon.com/freeware/
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http://www.flickr.com/photos/astromysicism/2928862568/
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http://sxoop.com/twitter/
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American Medial Association
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http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG
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http://sxoop.com/twitter/
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The Age of the Brand is Waning
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The Age of the Brandividual*
People Figures: David Armano - Logic + Emotion Blog
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*Hattip to David Armano
http://darmano.typepad.com/
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What is a brandividual?
Not just any employee.
A passionate employee.
Passionate about:
Your Company
Your Products
Your Customers!
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Resource: http://mashable.com/2009/01/21/best-twitter-brands/
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Why is the
brandividual good
for business?
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In the short-term:
Trust!
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““It’s harder to It’s harder to distrust a distrust a person than it is person than it is to distrust a to distrust a corporation.”corporation.”
DeloitteDeloitte
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Istockphoto.com
YourCo
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“At the same time we get information (from a person), we get information about the character of the person giving the info.”
~ Nora Young, CBC Radio … on using social media
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Istockphoto.com
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Why else is the
brandividual good
for business?
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Longevity(everything lives forever on the internet)
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Here’s where social media works for
business
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What’s the
downside of
brandividuals?
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Istockphoto.com
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http://www.flickr.com/photos/lovethedaisy/2661204242/
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http://www.flickr.com/photos/swanksalot/105848786/
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http://www.flickr.com/photos/22280677@N07/3346026450/
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It’s still early days.
Experimentation is OK*
* If you’re not a jerk about it
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Lessons Learned by P&G
Cause matters
Personal networks trump paid placements
Social media is a full time commitment
Suspicion runs rampant
You can't please all the people all the time
http://blogs.forrester.com/ebusiness_strategy/2009/03/lessons-from-pg.html
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Let’s Get Practical …
Where do you start?
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Own Your Name
You can’t have every variation of every brand you own.
But try to register your preferred name on the major services.
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Be Human
Identify the brandividuals behind your accounts.
All public-facing employees should have LinkedIn Profiles
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Don’t Accept the Default
Each social media has it’s own best practices.
And it’s not the default settings.
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Know Where Your
Customer Lives
You don’t have to be everywhere.
Use the tools to find and engage your community.
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Resource Recommendations …
http://www.forrester.com/Groundswell
http://www.friendswithbenefitsbook.com/
Disclosure: I am the technical reviewer of the upcoming printed edition.
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Resource Recommendations …
Chris Brogan - social media and community strategy - http://www.chrisbrogan.com
Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com
ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com
Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog
Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/
Pew Internet & American Life - http://www.pewinternet.org/
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Questions?http://www.flickr.com/photos/calavera/65098350/
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http://www.flickr.com/photos/vernhart/1574355646/