Presentation on Personal Branding and Social Media to IASA Combined Central States Regional Meeting. All new slides developed for this meeting.

1. Social Media and Personal Branding
Presentation to IASA Central States Regional Conference
September 30, 2014

2. Presenter Biography
Darin M Reffitt, Director, EIS Group
@dmreffitt on Twitter
Darin Reffitt is Director of Demand Generation and
Campaign Management with EIS Group (formerly
Exigen Insurance Solutions.) Bringing over 17 years of
experience in marketing and communications, his focus at
EIS Group is on lead generation and lead management in
marketing core system software to insurance companies
of all sizes. He is also a volunteer with the IASA
and chairs the Social Media Subcommittee,
leading the efforts of the IASA to better
engage with carriers, vendors, and
individual members across social
media platforms. He volunteers
with United Way of Delaware,
is passionate about social
media, and golfs, poorly.
@dmreffitt

3. From:
@dmreffitt
3 Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.

4. Why does
social media
matter?
@dmreffitt

5. U.S. household
newspaper circulation
dropped from 50-60%
in 2000 to 30-40%
in 2012*
*Source: “Daily Newspaper Circulation Trends
2000-2013”, Communic@tions @dmreffitt Management, Inc.

6. Cable subscriptions
continue to drop
as online viewing
rises*.
…and those who do
watch cable are
skipping past
commercials on DVRs.
*Source: “Cord Cutters and the Death of TV”,
BusinessInsider.com, 2013
@dmreffitt

7. Radio listening was
down 13% from
2010-2013*
*Source: “What’s REALLY Happening to Radio
Listening? Read This…”Mark Ramsey Media,
2013
@dmreffitt

8. We demand
instant access
to music, video,
news, and other
entertainment.
@dmreffitt

9. Mass media
marketing is
dying.
@dmreffitt

10. @dmreffitt

11. @dmreffitt

12. @dmreffitt

13. @dmreffitt

14. 14
Branding has never
been more
challenging.
@dmreffitt

15. 15
Branding has never
been more
challenging.
@dmreffitt

16. 16
Branding has never
been more
challenging.
@dmreffitt

17. Ordered a McDouble,
something in the damn
thing chipped my molar.
#McDStories
@dmreffitt

18. #McDStories I lost 50lbs
in 6 months after I quit
working and eating at
McDonalds
@dmreffitt

19. Hospitalized for food
poisoning after eating
McDonalds in 1989.
Never ate there
again and became
a vegetarian.
Should have sued.
#McDStories
@dmreffitt

20. #McDStories Learn all
about McDonalds using
pigs from gestation
crates #McCruelty
@dmreffitt

21. So PETA and
McDonalds got into it
today on Twitter. I was
surprised I didn’t
know there was
actual meat at
McDonalds.
#McDStories
@dmreffitt

22. #McDStories More than
half a year since last
McTerrible McFattening
McMeal. I don’t McMiss
the McFood
McOne McBit.
@dmreffitt

23. @dmreffitt
My father used to bring
us to McDonalds as a
reward when we were
kids. Now he’s
horribly obese and
has diabetes. Lesson
learned #McDStories

24. Thank you #McDStories
you gave me a very
valuable lesson for
my marketing
job today and
it was free:)
@dmreffitt

25. Most importantly,
social marketing has
become monetized.
Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.
@dmreffitt

26. Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.
Twitter:
@dmreffitt

27. Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.
Facebook:
@dmreffitt

28. @dmreffitt

29. Why is social media
important for me personally?
@dmreffitt

30. 66% of CEOs say a
lack of necessary
skills is their biggest
talent challenge*.
*Source: PwC global CEO Study
@dmreffitt

31. 83% say they are
changing recruiting
strategies to
address that*.
*Source: PwC global CEO Study
@dmreffitt

32. @dmreffitt

33. @dmreffitt

34. 39% of employers
screen candidates
on social media,
and rising*
*Source: 2013 study from

35. 43% of those have
found information
on social media that
factored into
decisions to NOT
hire a candidate*
Provocative/Inappropriate Photos
Discriminatory Comments
*Source: 2013 study from

36. 19% of those have
found information on
social media that
factored into
decisions TO hire a
candidate*
Good Communication Skills
Professional Profiles
*Source: 2013 study from

37. How do I build a
personal brand?
@dmreffitt

38. Your personal brand
is what people hear
about you before
they meet you.
@dmreffitt

39. Elements of a Personal Brand:
Physical
Areas of
Appearance
Knowledge
Communication
Styles
How You
Dress
Skills and
Abilities
Behaviors
@dmreffitt

40. Elements of a Personal Brand:
Communication
Styles
• Word choices
• Speed
• Inflections
• Use of Sarcasm
• Confidence
@dmreffitt

41. Elements of a Personal Brand:
Behaviors
• Passions
• Habits
• Trust
• Consistency
• Expertise
• Helpfulness
@dmreffitt

42. • I.T. Department
• Reliable
• Knowledgeable
• Fast
• Helpful
“Mr. Fix It”
@dmreffitt

43. “The Bottleneck”
• Marketing Department
• Never responds to
emails
• Waits till the last minute
to respond to deadlines
• Holds everything up
@dmreffitt

44. • Legal Department
• Paralegal
• Finds solutions
• Makes your job easier
• High level of urgency
“Legal Eagle”
@dmreffitt

45. Elements of an Online Brand:
Photographic
What You
Appearance
Post
How You
Post
Secondary
Imagery
Where You
Post
Sites You Use
@dmreffitt

46. Elements of an Online Brand:
How You
Post
• Word choices
• Logic
• Humor
• Use of sarcasm
• Personal attacks
@dmreffitt

47. Who are you?
Blogging Fitness
Presentations
Craft Productivity
Sports Food
Review Selling
Automotive
Dating/Meeting Entertainment
Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.
Photos & Art
Music
Social
Education
Videos
Communication
Professional
News
Shopping/Fashion
Medical
Causes Travel
@dmreffitt

48. Level
1
–
Common
knowledge
•
Name
•
Sex
•
Birthday
•
Rela2onship
status
•
Family
members
•
Educa2on
•
Associa2on
memberships
•
Professional
designa2ons
•
Hobbies
&
interests
•
Favorite
brands
•
Favorite
movies
•
Favorite
sports
teams
•
Books
you’ve
read
•
When/where
you’ve
vaca2oned
•
Talents
@dmreffitt

49. Level
2
–
Semi-­‐private
Info
•
Address
•
Phone
number
•
Current
employer
•
Birthdate
•
Age
•
Religion
•
Poli2cal
affilia2on
•
Children’s
names
•
Sexual
orienta2on
•
Travel
plans
•
Friends
•
Pet’s
names
•
Previous
employers
•
Business
associates
@dmreffitt

50. Level
3
–
Private
info
•
Medical
history
•
Security
informa2on
•
Work
aLtude
•
Job
searching
@dmreffitt

51. How do I start?
@dmreffitt

52. Learn your company’s
social media policy.
Don’t be Stupid.
@dmreffitt

53. @dmreffitt

54. Promote your accounts
everywhere you can.
@dmreffitt

55. Crosslink
accounts.
@dmreffitt

56. Use Google Alerts
to keep you
informed
@dmreffitt

57. @dmreffitt

58. “the world’s
best business
networking
database”
@dmreffitt

59. Professional name
Professional picture
Attention-grabbing
heading
Contact info
Other social media
Vanity URL for links
Summary
demonstrating
expertise
Blog posts/Slides
Experience

60. Include skills.
This is a time
to brag!
@dmreffitt

61. Join Groups!
@dmreffitt

62. Why be on
Twitter?
@dmreffitt

63. Follow key
industry
associations
and players.
@dmreffitt

64. Start by
listening.
@dmreffitt

65. #Insurance
#Accounting
#ScheduleD
#PolicyAdmin
#SolvencyII #DoddFrank
Monitor
Hashtags!
@dmreffitt

66. Same profile picture
Describe
your value
Cross-linked sites
Distinctive header photo
@dmreffitt

67. Stake your claim!
Reserve your
Twitter handle on all
other sites.
@dmreffitt

68. Consider having two
Facebook accounts.
@dmreffitt

69. Lock down
everything...
…but assume it’s all
open to the public.
@dmreffitt

70. Join groups and
use lists.
@dmreffitt

71. Google+ is still
relevant.
@dmreffitt

72. Use circles
strategically. @dmreffitt

73. @dmreffitt

74. Blogs don’t
have to be
written…
@dmreffitt

75. SlideShare lets you
repurpose content.
Searching “Insurance Accounting”:
@dmreffitt

76. Other sites to
consider…
Quora: a Q&A site that
enables experts to
share their expertise,
tied to your other
accounts.
@dmreffitt

77. Other sites to
consider…
Pinterest: a great way
to network around key
themes and ideas; and
is moving in a B2B
direction.
@dmreffitt

78. Other sites to
consider…
Instagram: generates
photos to use in other
places.
@dmreffitt

79. Other sites to
consider…
YouTube: videos can
be linked to other sites.
@dmreffitt

80. A study by Simply Measured
showed that Instagram
photos shared by brands to
Facebook resulted in 274
engagement actions, and to
Twitter resulted in 22
retweets per photo
@dmreffitt

81. Additional
Tools
@dmreffitt

82. Hootsuite: social media
dashboard that enables
organization of social media
accounts, keywords, posts,
hashtags, etc.
Ø form followers into
groups
² Prospects
² Customers
² Competitors
² Influencers
@dmreffitt ² Partners

83. Twellow: Twitter directory
that allows search by
geography and other factors
@dmreffitt

84. Topsy: Twitter search
engine to find topics,
people, etc.
@dmreffitt

85. Twitonomy: Twitter Analytics
Ø Followers
Ø Retweets
Ø Mentions
@dmreffitt

86. Twiangulate: search
Twitter users using multiple
variables
@dmreffitt

87. Canva: lets you easily
generate images to go with
your social posts
@dmreffitt

88. @dmreffitt

89. RSS Readers: great way to
curate content to publish:
- Feedly
- NetVibes
- Newsblur
@dmreffitt

90. Twitter Automation/
Schedulers:
- HootSuite
- Sprout Social
- MarketMeSuite
- TweetDeck (now owned
by Twitter)
@dmreffitt

91. Social Influence Measurement:
- Klout
- Kred
- PeerIndex
@dmreffitt

92. Be aware of the
dangers…
@dmreffitt

93. @dmreffitt

94. @dmreffitt

95. @dmreffitt

96. @dmreffitt

97. @dmreffitt

98. @dmreffitt

99. Putting it all
together
@dmreffitt

100. @dmreffitt

101. @dmreffitt

102. each day connecting with industry contacts
each day establishing professional credibility
each day gathering intelligence about industry
issues and events
Spend:
@dmreffitt

103. @dmreffitt

104. @dmreffitt

105. For every 6 posts:
should be original posts to interesting content
should be a retweet/repost of someone you’re
following
may be self-serving to your own content or
campaign
*Source: content marketing guru Joe Pulizzi
@dmreffitt

106. *Source: Arlo & Janis @dmreffitt
Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without 106 express authorization.