Guest lecture for graduate business school students at The George Washington University in October 2012.

1. Brand Advocacy and Personal Branding
How to Find and Use Your Voice
@duanebailey
#gwsmm
October 2, 2012
@duanebailey #gwsmm 1

2. “A journey of a thousand miles
begins with a single step.”
Lao-tzu
Chinese philosopher (604BC – 531BC)
@duanebailey #gwsmm 2

3. Social media is the way forward…
1. You need a plan.
2. Anyone can participate.
3. You are in control.
4. It’s a community.
5. You’ll be noticed.
6. Others will help you.
7. You’ll share experiences.
8. You’ll encounter new things.
9. Things can and will go wrong.
10. Be careful – NSFW.
11. It’s a journey and a destination.
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4. One day, I started moving.
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5. I met others who were going my way.
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6. Then we all got this invitation…
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7. …and the host brought us all together.
His wife
The “Disciple”
The “Outlaw”
The “Gamer”
The “Marketer”
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8. We shared our experiences…
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9. …and had a great time.
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10. For more fun, some added a tease…
Handle Blocked for Privacy
Blocked f or
Handle Blocked for Privacy
These were not
#NSFW
But I’ve learned…
…you cannot control how or where these posts might be shared.
Stay true to your brand and think before you post.
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11. The host joined the conversation...
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12. And told others about us...
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13. “…four individuals on an
all-expenses-paid trip on the Jeep brand’s behalf.
Why were they chosen?
Because they’re Jeep brand enthusiasts and they
tweet.
It was that simple.”
Jeep Blog 9/26/12
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14. My reach was global.
Montreal, Canada
Washington, DC USA
Johannesburg, South Africa
Shelton, CT USA
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15. Our influence, I hope, was amazing.
+ =
Jamboree Experience Brand Advocates
Brand Awareness…82.3%
Brand Loyalty…81.5%
Sales…76.2%
Source: Bazaarvoice CMO Study, July 2012, n=100
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16. @duanebailey #gwsmm 16

17. Before you can become a
brand advocate, you need a…
personal brand.
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18. “Your brand is not what you say you are…
Your brand is what your [followers]
think you are.”
Steve Yastrow
Author, Brand Harmony
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19. What story is your brand telling?
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20. How well are you engaging your followers?
Indicators of Engagement
• Ratios
– Followers to following
– Tweets to followers
• Content
– Quality vs. quantity
• Historical trends
– Number of followers
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21. How influential are you?
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22. What is the best measure of influence?
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23. Influence = Perception + Engagement
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24. How are others experiencing your brand?
Push: Pull:
• Door 2 Door • Twitter
• Telesales • Facebook
• Direct Mail • Pinterest
• Email • Blogs
• Networking Events
Or, they’re not:
• Spectator
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25. 7 personal branding insights...
…and possibly your path to becoming a brand advocate.
• “Fail to plan, plan to fail.”
• “Social media is not a spectator sport.”
• Stay positive.
• Be consistent.
• Be genuine and authentic.
• “If you’re not growing, you’re dying.”
• Carpe diem.
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26. Here’s where you come in…
Are you ready to start tweeting?
TY @duanebailey for sharing UR insights on personal branding and brand
advocacy with our class 2nite #gwsmm
Just heard a presentation by @duanebailey on personal branding and
#brandadvocacy at #gwsmm #________(add your own descriptor here!)
Tonight’s speaker was #GWU alumnus @duanebailey and the topic was
personal branding, #socialmedia and brand advocacy #GWSMM
“A journey of a thousand miles begins with a single step.” ~Lao-tzu #quote
#gwsmm
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27. To Continue the Conversation…
Thank you for interacting with me!
@duanebailey #gwsmm 27