December 4, 2014

Social Media and Personal Branding

Presentation to IASA Southern California Chapter

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 Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.

@dmreffitt

From:

Why does social media

matter?

@dmreffitt

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 Management, Inc. @dmreffitt

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

*Source: “What’s REALLY Happening to Radio Listening? Read This…”Mark Ramsey Media, 2013

Radio listening was down 13% from

2010-2013*

@dmreffitt

We demand instant access

to music, video, news, and other

entertainment.

@dmreffitt

Mass media marketing is dying.

@dmreffitt

@dmreffitt

@dmreffitt

@dmreffitt

@dmreffitt

14

Branding has never been more challenging.

@dmreffitt

Ordered a McDouble, something in the damn

thing chipped my molar. #McDStories

@dmreffitt

#McDStories I lost 50lbs in 6 months after I quit working and eating at

McDonalds

@dmreffitt

Hospitalized for food poisoning after eating

McDonalds in 1989. Never ate there

again and became a vegetarian.

Should have sued. #McDStories

@dmreffitt

#McDStories Learn all about McDonalds using

pigs from gestation crates #McCruelty

@dmreffitt

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

#McDStories More than half a year since last

McTerrible McFattening McMeal. I don’t McMiss

the McFood McOne McBit.

@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

@dmreffitt

Thank you #McDStories you gave me a very valuable lesson for

my marketing job today and

it was free:) @dmreffitt

Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.

Most importantly, social marketing has become monetized.

@dmreffitt

Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.

Twitter:

@dmreffitt

Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.

Facebook:

@dmreffitt

@dmreffitt

Why is social media important for me personally?

@dmreffitt

66% of CEOs say a lack of necessary skills is their biggest talent challenge*.

*Source: PwC global CEO Study

@dmreffitt

83% say they are changing recruiting strategies to address that*.

*Source: PwC global CEO Study

@dmreffitt

@dmreffitt

@dmreffitt

*Source: 2013 study from

39% of employers screen candidates on social media, and rising*

*Source: 2013 study from

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

19% of those have found information on social media that factored into decisions TO hire a candidate* Good Communication Skills Professional Profiles

How do I build a personal brand?

@dmreffitt

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

@dmreffitt

Elements of a Personal Brand: Physical

Appearance Areas of

Knowledge Communication

Styles

How You Dress

Skills and Abilities

Behaviors

@dmreffitt

Elements of a Personal Brand: Communication

Styles •  Word choices •  Speed •  Inflections •  Use of Sarcasm •  Confidence

@dmreffitt

Elements of a Personal Brand:

Behaviors

•  Passions •  Habits •  Trust

•  Consistency •  Expertise •  Helpfulness

@dmreffitt

•  I.T. Department •  Reliable •  Knowledgeable •  Fast •  Helpful

“Mr. Fix It”

@dmreffitt

•  Marketing Department •  Never responds to

emails •  Waits till the last minute

to respond to deadlines •  Holds everything up

“The Bottleneck”

@dmreffitt

•  Legal Department •  Paralegal •  Finds solutions •  Makes your job easier •  High level of urgency

“Legal Eagle”

@dmreffitt

Elements of an Online Brand: Photographic Appearance

What You Post

How You Post

Secondary Imagery

Where You Post

Sites You Use

@dmreffitt

Elements of an Online Brand: How You

Post •  Word choices •  Logic •  Humor •  Use of sarcasm •  Personal attacks

@dmreffitt

Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization.

Photos & Art

Music

Social

Videos

Review Selling

Communication

Productivity Craft

Entertainment Dating/Meeting

Professional

Presentations

News

Food Sports

Shopping/Fashion

Medical

Travel Causes

Blogging Fitness

Automotive

Education

Who are you?

@dmreffitt

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

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

Level  3  –  Private  info  •   Medical  history  •   Security  informa2on  •   Work  aLtude  •   Job  searching  

@dmreffitt

@dmreffitt

How do I start?

@dmreffitt

Don’t be Stupid.

Learn your company’s social media policy.

@dmreffitt

@dmreffitt

Promote your accounts everywhere you can.

@dmreffitt

Crosslink accounts.

@dmreffitt

Use Google Alerts to keep you informed

@dmreffitt

@dmreffitt

“the world’s best business

networking database”

@dmreffitt

Professional picture

Professional name

Attention-grabbing heading

Vanity URL for links

Contact info

Other social media

Summary demonstrating

expertise

Experience

Blog posts/Slides

Include skills. This is a time to brag!

@dmreffitt

Join Groups!

@dmreffitt

Why be on Twitter?

@dmreffitt

Start by listening.

@dmreffitt

Follow key industry

associations and players.

@dmreffitt

Monitor Hashtags!

#Insurance #Accounting

#ScheduleD #PolicyAdmin

#SolvencyII #DoddFrank

@dmreffitt

Same profile picture

Describe your value

Cross-linked sites

Distinctive header photo

@dmreffitt

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

@dmreffitt

Consider having two Facebook accounts.

@dmreffitt

Lock down everything...

…but assume it’s all open to the public.

@dmreffitt

Join groups and use lists.

@dmreffitt

Google+ is still relevant.

@dmreffitt

Use circles strategically.

@dmreffitt

@dmreffitt

Blogs don’t have to be

written…

@dmreffitt

Searching “Insurance Accounting”:

SlideShare lets you repurpose content.

@dmreffitt

Other sites to consider…

Quora: a Q&A site that enables experts to share their expertise, tied to your other accounts.

@dmreffitt

Other sites to consider…

Pinterest: a great way to network around key themes and ideas; and is moving in a B2B direction.

@dmreffitt

Other sites to consider…

Instagram: generates photos to use in other places.

@dmreffitt

Other sites to consider…

YouTube: videos can be linked to other sites.

@dmreffitt

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

Additional Tools

@dmreffitt

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 ²  Partners @dmreffitt

Twellow: Twitter directory that allows search by geography and other factors

@dmreffitt

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

@dmreffitt

Twitonomy: Twitter Analytics Ø  Followers Ø  Retweets Ø  Mentions

@dmreffitt

Twiangulate: search Twitter users using multiple variables

@dmreffitt

Canva: lets you easily generate images to go with your social posts

@dmreffitt

@dmreffitt

SocialBro: Paid service for Twitter Statistics – more robust info than is available for free

@dmreffitt

RSS Readers: great way to curate content to publish: -  Feedly -  NetVibes -  Newsblur

@dmreffitt

Twitter Automation/Schedulers: -  HootSuite -  Sprout Social -  MarketMeSuite -  TweetDeck (now owned

by Twitter)

@dmreffitt

Social Influence Measurement: -  Klout -  Kred -  PeerIndex

@dmreffitt

Be aware of the dangers…

@dmreffitt

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Things to Avoid:

@dmreffitt

Asking for too much too soon:

@dmreffitt

Censored

Censored

Trying to connect

EVERYWHERE at once:

@dmreffitt

Censored

Censored

Trying to ride popular

hashtags out of context!

@dmreffitt

#WhyIStayed

Throwing stones from

glass houses.

@dmreffitt

Putting it all together

@dmreffitt

@dmreffitt

@dmreffitt

each day connecting with industry contacts

each day gathering intelligence about industry issues and events

each day establishing professional credibility

Spend:

@dmreffitt

@dmreffitt

@dmreffitt

*Source: content marketing guru Joe Pulizzi

For every 6 posts:

should be original posts to interesting content

may be self-serving to your own content or campaign

should be a retweet/repost of someone you’re following

@dmreffitt

Copyright ©2014 EIS Group, Inc. Please do not use or duplicate without express authorization. 111

@dmreffitt *Source: Arlo & Janis