The Intersection of Social Media, Personal Brand, and Reputation Management
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Are you an emerging star, or have aspirations to become one? Are you dedicated to defining your personal brand and want to understand how that differs from a digital brand? Then learn how personal brands, digital brands, and reputation management intersect. Whether your focus is on your own brand or your organizations there are key lessons to learn before its too late.
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The Intersection of Social Media, Personal Brand, and Reputation Management
- 1. Social Media & Your Future Reputation Management 3.0 Presented by: Kathleen Hessert President | Sports Media Challenge @kathleenhessert
- 2. The Components… © 2015 All Rights Reserved 2 Reputation ManagementDigital BrandPersonal Brand
- 3. Step1: Crystalize Your Personal Brand - 3 words describing you as a professional today? (real or perceived) - What contributes to it intentional/unintentionally? - 3 words you want to define you? - How large is the gap between them? - What will you do to make it happen? - What tools are available? © 2015 All Rights Reserved 3 Identity. Expertise. Personality.
- 4. Step2: Align Social Media With Biz Goals • Be intentional • Be distinctive • Add value, not noise • Apply best practices • Be visible & visual • Have a consistent voice • Be time, energy & resource efficient • Monitor, measure, refine © 2015 All Rights Reserved 4 Identity. Visibility. Credibility.
- 5. Teen’s Video Reaps Worldwide Attention © 2015 All Rights Reserved 5 • School project showcases talent& wows global audience • 500k+ views on YouTube • Reaps work offer from iconic brand & agency
- 6. Strategic. Authentic. Unexpected. In Demand. © 2015 All Rights Reserved 6
- 7. Casual SPARK…….. ENGAGE …….. DEMYSTIFY …….. RELEVANCE …….. EMOTIONAL CONNECTION …….. ADVOCACY Fan SpectrumAN Spectrum Future Avid Igniting the initial spark of interest, starts fans on the journey to becoming vocal brand advocates Give them an easy & compelling reason to come back for more or they’ll disappear Successful content: simple, grabs attention, is easily relatable to their lives Desired Result? “I want to see more of this kind of thing “ The first step on the fan journeySPARK: © 2015 All Rights Reserved 7
- 8. ©2015 All Rights Reserved Step3: Monitor & Measure • Use tools to monitor and publish • Determine KPI’s i.e. caliber & community growth, sentiment, engagement, strength of voice, influencers who follow/engage • Get & understand reports for insights • biz intelligence • early trend identification • customer service
- 9. Crisis Management in the Social Age © 2015 All Rights Reserved 9 Velocity. Amplification. Volume. Protocol.
- 10. How-to Respond © 2015 All Rights Reserved 10 Assess the message Evaluate the purpose Unhappy Person? Comedian wanna-be? Dedicated complainer? Are the facts correct? Are the facts correct? Is the Problem being fixed Take reasonable action to fix issue and let fan know action taken Does person need/deserve more info? Explain what’s being done to correct the issue Gently correct the facts Let post stand and monitor Yes Yes Yes Yes Yes Yes No No No No No Yes
- 11. © 2015 All Rights Reserved 11 Digital Brand Scorecard Regularly assess your digital presence. Rate each component (1-5). Add them & divide by 10 for your score. © 2015 All Rights Reserved Strategically aligned Sounds like a person not a brand Responsive & engaged Audience growth Distinctive & visual Integrated across platforms Believable/instills trust Consistent frequency Transparent Easily/readily shared
- 12. It’s YOUR Path CONTACT: Kathleen Hessert | President | Sports Media Challenge | www.sportsmediachallenge.com |Linkedin Twitter Facebook Instagram Snapchat 12