Whittier College: Managing Your Digital Brand
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Transcript of Whittier College: Managing Your Digital Brand
Confidential
Managing Your Digital BrandJascha Kaykas-Wolff
April 5th 2014
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• Underdogs • Your Professional Brand• Think Like A Newspaper• Important Channels• Takeaways
Agenda
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David & Goliath
Everything we know about that story is wrong.
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UNDERDOG
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UNDERDOG?
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The expectations we have on the incumbent always winning a fight on their terms is not accurate
- it’s a lot harder to sneak up these days.
The very thing that is the apparent source of strength
- may also be the greatest weakness.
Giants are not as strong and as powerful as they seem.
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What do we know?
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What do we Know?
There is no ‘surprise’ anymore. - No more Goliath moments
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Take Ownership Of the Brand of YOU
• Develop your personal positioning• Pick your channels
• Fine tune your content• Create your own ‘listening’ platform
• Share to your channel• Publish your content
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Pick Your Channels
Build Your Listening Platform
Start Publishing
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Consistency
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There is one
secret in marketing
The Brand Of YOU
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Develop your
brand positioning.
The Brand Of YOUPOSITIONIN
G STATEMENT
High-level promise statement including differentiated benefit that crosses multiple scenarios (derived from promise/differentiation from the value proposition)
Target Audience
(s)
As defined by segmentation (validated through value proposition research process)
Current Perceptions
Key perception that drives value prop acceptance (determined by dissecting value proposition strengths and weaknesses)
Metric Quantifiable measure of the key perception
Metric Definition
Question (s) from trackers that are used to baseline/gauge perception metric
Core Scenarios
Specific way offering will be used (from value prop)
Specific way offering will be used(from value prop)
Specific way offering will be used(from value prop)
Customer issues
Differentiated Benefit
Vs. competitor as specified in value prop
Key Messages
(with Competitive Differentiati
on)
Things we will say about the offering to persuade target that we have a superior value proposition
Support Reasons the target should believe the above claims
Customer Evidence
Specific customer examples that validate our above claims
Positioning & Messaging Framework
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Pick Your Channels
Build Your Listening Platform
Start Publishing
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Pick 3• Twitter• LinkedIn• <your choice>
Pick Your Channels
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What Should
be consistent
on each channel?
Pick Your ChannelsHeadshot
Description
Links
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• Title is not just your title but your interests (and maybe contact info)
• Content that you’ve published• A summary written in third person
• Content that you’ve been mentioned in
• Videos you’ve created and posted• Recommendations!
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Pick Your Channels
Build Your Listening Platform
Start Publishing
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• Laser focused• Big shovel
Listening Platform
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• Laser focused
Listening Platform
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• Big Shovel
Listening Platform
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Pick Your Channels
Build Your Listening Platform
Start Publishing
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• Curate• Share
Start PublishingBuffer. Klout. Hootsuite.
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Curate
Create
Start Publishing
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Create
Start Publishing
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What do we Know?
There is no ‘surprise’ anymore. - No more Goliath moments
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Key Takeaways To Own The Brand of YOU
• There is no surprise Goliath moments anymore• Treat yourself like a brand• Consistency. Consistency. Consistency.
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THANK YOU Managing Your Digital BrandJascha Kaykas-Wolff
@kaykasLinkedin.com/in/kaykas
April 5th 2014
Thank you!