Personal Branding

Limited Only By Our Imagination

3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com

Topic of Discussion

Social Media

Social Media & It’s Effect On Your Brand
• What is Social Media
• Why you need to integrate Social Media into your campaigns.
• Examples of successful Social Media campaigns.
• TIps & Tools you can start using today.


Topic of Discussion

Social Media

What is Social Media?
Social Media is the term used to describe online environments
using highly accessible and scalable publishing technologies.
This medium can be defined as having some or all of the
following characteristics:


Topic of Discussion

Social Media

What are the characteristics of Social Media?

Conversation, Collaboration, Transparency,
Accessibility, Immediacy and Community.


Topic of Discussion

Social Media

How is Social Media realized today?
through

Social Networks, Blogs, Wikis, Podcasts,
Forums, Peer2Peer Networks, Micro Blogs
and Mash-ups.


Topic of Discussion

Social Media


Topic of Discussion

Social Media

Why should I care ?
Isn’t Social Media is just another “F” word ... FAD?


Topic of Discussion

Social Media

1,000,000,000,000 (one trillion)
Approximate number of unique URLs in Google’s index

Source: Google http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html


Topic of Discussion

Social Media

1,200,000,000 (1.2 billion)
Number or videos streamed worldwide by YouTube every day

That pretty much means everyone on the Internet,
on average, is watching one YouTube video per day.

Source: Techcrunch http://www.techcrunch.com/2009/06/09/youtube-video-streams-top-1-billionday/


Topic of Discussion

Social Media
236,000,000
Number of annual Digg visitors
2,320,000,000 (2.3 billion)

65,700,000 Number of Tweets sent to date
Number of unique Facebook visitors (may 2009)

133,000,000 (one hundred and thirty three million)
Number of blogs indexed since 2002

2,000,000,000
Number of daily Google searches
700,000,000 (seven hundred million)
Number of photos uploaded to Facebook daily
Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/


Topic of Discussion

Social Media

Why should I care ?
Because the numbers are staggering & Media is becoming ubiquitous

and your brands, customers and services are
being talked about in real time...without you!


Topic of Discussion

Social Media

Translation:
The inmates are running the asylum


Topic of Discussion

Social Media

So what how can you use Social Media to grow your
personal brand.
Let’s look at some examples of Personal Branding
through the use of Social Media.


Topic of Discussion

Social Media

lance Armstrong - Livestrong.org
“Twitter builds grassroots movements quicker than
anything I’ve ever seen. I try to keep it positive….It
has to be 100% authentic. I think people are
smart. They know when they see something real. I
talk about what’s happening now and it’s always the
real scoop.” lance Armstrong


Topic of Discussion

Social Media
The Result
Lance Armstrong's own story has been an inspiration to
others and has increased his reach beyond his sport. Text
Over 2 million followers on Twitter
Flickr photo contest generated 400 entries in just 3 days.
(these were tagged and added to the account)

Uses it’s social media presence to raise awareness for other worthy
causes. (e.g. Blame Drew’s Cancer)


Topic of Discussion

Social Media

Text


Topic of Discussion

Social Media

Barack Obama - BarackObama.com
By combining social media and micro-targeting in
the manner that it did, the campaign revealed force
multipliers that are already being adopted by
industries, organizations and brands.


Topic of Discussion

Social Media

Barack Obama - BarackObama.com
Start early Make it easy, ﬁnd, forward, act
Build to scale Decide where you want to play
Innovate where necessary; Channel online enthusiasm into activities
do everything else incrementally Integrate online advocacy into every
element of the campaign


Topic of Discussion

Social Media
Ofﬁcial web 2.0 presence
Ofﬁcial YouTube Channel
Multiple Social Channels
Twitter Accounts
RSS Feeds
Activated Blogosphere
Mobile Messaging (SMS)
iPhone Application


Topic of Discussion

Social Media
The Result
13 million email subscribers (over 1 billion emails sent)
8.5 million monthly visitors to MyBarackObama.com Text
Nearly 2,000 ofﬁcial YouTube videos watched more than 80 million times
5 million “friends” on more than 15 social networking sites
3 million friends on Facebook alone
3 million people signed up for the text messaging.
Each received 5 to 20 messages per month
3 million online donors contributed 6.5 million times
70,000 fundraising hubs that raised $30 million


Topic of Discussion

Social Media

Video Resume Creates a Global Frenzy
The Best Job In The World was a campaign developed by
Tourism Queensland to find a caretaker for an Australian Island
Paradise. The campaign was launched with a classified Ad seeking
applicants for an “island caretaker”. User were encouraged to
submit videos online showcasing why they should be chosen for
the $110,000 a year job.


Topic of Discussion

Social Media

Video Resume Creates a Global Frenzy
The campaign generated tens of thousands of video submissions
and the global press is estimated to have exceeded $80,000,000
of equivalent media ad space.

The campaign also won home 3 Grand Prix awards at Cannes &
the Agency, Nitro was acquired in the same week for $50M.


Topic of Discussion

Social Media

This is all well and good, but..
Is anyone making Money using Social Media


Topic of Discussion

Social Media

Show me the Money $$$
DELL + Twitter = $$$$
Computer manufacturer DELL created a Twitter account to
promote deals from their outlet division in early 2008. As of June
2009 @DellOutlet Twitter account has over 700,000 followers and
has generated over $3,000,000 in sales for the company.


Topic of Discussion

Social Media

Tips for Successful Social Media Campaign
BE HUMAN...Engage don’t Enrage!
BE AUTHENTIC...Nobody likes Robots
BE PREPARED...Remember the Inmates ?


Topic of Discussion

Social Media

A wake up call for Brands & Ad Agencies
Don’t miss the boat..it can be very costly


Topic of Discussion

Social Media

$2000 UGC Spot Dethroned The King of Beers
10 year Dominance of the Superbowl comes to an end.
Anheuser-Busch, has been dethroned as king of the Super Bowl
Commercials by a $2000 user generated spot. Joe and Dave
Herbert entered their $2k spot “Free Doritos” in the Doritos User
submitted ad contest & won the chance for their spot to be aired
during the SuperBowl.


Topic of Discussion

Social Media

Doritos takes the #1 spot with “Free Doritos”
The spot was the #1 fan favorites according to Ad Meter
rankings, knocking AB out of the #1 position after 10 years.

AB then dumps a number of their smaller Agency
contacts including Goodby Silverstein & Partners (GSP),
S.F. a 15 year relationship.


Topic of Discussion

Social Media


Know your medium,what works in
one platform may not work in another.
Each application of social media activates unique user groups.
Learn about these constituents before launching your
campaign...it can save your Brand from embarrassment.
(Don’t believe me? just ask Skittles)


Topic of Discussion

Social Media


Build Credibility via Trust Networks.
DC agency Edelman’s 2008 Trust Barometer ﬁnds, the most
trusted source of information is consistently
“a person like myself.


Topic of Discussion

Social Media

Apply The Pareto principle - also known as the 80-20 rule
20% of your users will bring in 80% of of your trafﬁc. So make it easy
for them. Provide the following:
RSS Feeds
Social Bookmarks Tools
Email to a Friend Features
Tweet this Links
Trackbacks & Blog Links
Video & Photos Embed Options


Topic of Discussion

Social Media

Foundation of a solid Social Media Presence:
Make sure your House is in order.
Make sure your website SEO friendly and reﬂective of your Social
Media personality.
Create a Blogs using Blogger or Wordpress. Write about relevant
subjects (key here: think laterally).
Look for opportunities to be a guest blogger or contributor


Topic of Discussion

Social Media

Foundation of a solid Social Media Presence:
Join the Conversation
Join Twitter (tweet often, follow similar members & be relevant)
Create a Facebook, LinkedIN, etc (grow your social media following)
Listen to the Chatter
Monitor your online brand (create ego searches via: google alerts, Technorati, Twitlert
etc.)


Topic of Discussion

Social Media

Online Video - Harness The Power of YouTube
Online video usage is up by 53% with YouTube being the dominant
player for user generated content.

YouTube has recently hit scored another ﬁrst by crossing the 10 billion
videos watched per month mark.


Topic of Discussion

Social Media

Metrics & Measurement - Online Video
YouTube has recently launched YouTube Insight a tool that gives
published a better sense of how and where there audience originated.

Features:
Discovery Over Time - Determine how search, related video embeds & features drives plays.
Mobile Views - “tens of millions” of videos that come from mobile phones or platforms everyday (measure APIs)
Views from subscribers - dive deep into views home page subscriptions module, the subscriptions page
and subscription emails


Topic of Discussion

Social Media

The Golden Rule - Measure Everything
Analytics & Tracking What you need to track
Google Analytics Number of visitors
Forwards & mentions
Google Trends Conversion rate
Omniture Referring sites / pages
Clickstreams
Trackur Usage time & return visits
Twilert (there is much more but these are the basics)


Topic of Discussion

Social Media

For More Info Visit Our Site.
www.thefactoryi.com or www.blog.thefactoryi.com

Jason Inasi
Creative Director
The Factory Interactive

e. Jason@thefactoryi.com
t. twitter.com/jinasi
p. 305.752.9400 f. 305.675.6404


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