September 30, 2014
Social Media and Personal Branding Presentation to IASA Central States Regional Conference
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
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Branding has never been more challenging.
@dmreffitt
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Branding has never been more challenging.
@dmreffitt
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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
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
Follow key industry
associations and players.
@dmreffitt
Start by listening.
@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
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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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. 106
@dmreffitt *Source: Arlo & Janis