social media 2.0: take it to the next level 2015/sessions... · 2019-01-14 · pet peeves allergies...

IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW

Social Media 2.0: Take it to the Next Level

Session #621


Speakers

Darin M Reffitt, Director, EIS Group

Darin Reffitt is Director of Demand Generation and Campaign Management with EIS

Group (formerly Exigen Insurance Solutions.) With over 18 years of experience in

marketing and communications, his focus at EIS Group is on lead generation and lead

nurturing in marketing core system software to insurance companies. 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 other organizations, writes about marketing,

social media and networking as a Market Expert for Business.com, and golfs, poorly.

Jennifer Overhulse, Principal Owner – St. Nick Media Services

Jennifer Overhulse is a writer, as well as a marketing and public

relations (PR) expert, with an extensive journalism background and

insurance industry-specific expertise. Her sweet spots lie in identifying issues, niches

and opportunities for clients, developing provocative content and

tailoring messaging to resonate with targeted audiences. Jennifer has

been published in print and web publications such as: The Stars & Stripes, The

Louisville Business Courier, The Kentucky Post, The Encyclopedia of Sculpture, Suite

101, Book Magazine, Insurance & Technology, Tech Decisions, Best’s Review, National

Underwriter, Insurance Networking News, IASA’s Interpreter and the Journal of

Insurance Operations. Mic drop…she also once considered a career in archaeology,

but went into journalism for the money.

@stnickmedia

@dmreffitt


Changing Behavior and Societal Norms

TOGA!!!!!!!

@stnickmedia

Social Media!

What happens in Vegas

stays on

Eric Qualman, “Socialnomics”

@stnickmedia



35% of Americans have posted something online that they later regretted.

Retrevo study via Mashable

@stnickmedia



53% of Millenials would rather lose their sense

of smell than their technology.

-Eric Qualman. “Socialnomics”

@stnickmedia


Why Should You Care?

Because

today

branding is

not only

corporate,

it’s

personal…

@stnickmedia



Increasingly, social media is the way individuals

create, promote and maintain a personal brand.

25% of

smartphone owners ages 18-44 cannot remember

a time when their preferred device

was not within immediate reach.

63% of smartphone owners,

including the previously mentioned 25%,

spend less than

an hour a day away from their devices.

IDC Research via Fast Company, “10 Surprising Social Media Statistics”

@stnickmedia



Social media and personal branding are

changing how companies find and retain

both employees and customers…

@stnickmedia


In Search Of…

11

66% of CEOs say a

lack of necessary

skills is their biggest

talent challenge*.

*Source: PwC global CEO Study

83% say they are

changing recruiting

strategies to address

that*.

@dmreffitt


Strength? Weakness? Opportunity? or Threat?

*Source: 2014 study from

43% of employers screen candidates

on social media, and rising*

51% of those have found information

on social media that factored into

decisions to NOT hire a candidate*

But 33% of those have found

information on social media that

factored into decisions TO hire a

candidate*

@dmreffitt


Where Are They Looking? @stnickmedia


What Information Can They Access?

Name Sex Relationship Status Family Members Hobbies/Interests Address Phone Number Zodiacal Sign Favorite Movies Books You’ve Read Vacation Spots You Love Favorite Sports Teams Potential Medical Conditions Past Injuries/Illnesses Family Medical History

Birthday Buying Habits Schools Attended Degrees You Hold Professional Designations Association/Club Affiliations Friends’ Names Hair Color Eye Color Favorite Color Age Political Affiliation Sexual Orientation Drinking Habits Drug Habits/Preferences

Religion Pets Names & Numbers Medical Alerts Things You Collect Talents Current Employer Job History Criminal Record Restaurants You Like Foods You Hate Preferred Airline People You Recommend Pet Peeves Allergies Car You Drive

Social Data may include intimate details about a person’s life, including:

Most of this information is shared willingly. What are the implications of this? Personally? Professionally?

@stnickmedia


So, Just What is a Personal Brand?

Your personal brand is

what people consider your

defining traits. It’s what

people hear about you

before they meet you.

@dmreffitt


Personal branding is: The process by which individuals differentiate

themselves; Identifying and articulating a unique value

proposition; and Leveraging it consistently across platforms to

achieve a desired goal.

enhance recognition

establish reputation

develop credibility

advance careers

build confidence

• August 1997 • Management guru and author Tom

Peters • "We are CEOs of our own

companies"

So, Just What is a Personal Brand? @stnickmedia


Physical

Appearance

Areas of

Knowledge

Communication

Styles

How You

Dress

Skills and

Abilities Behaviors

Elements of a Personal Brand: @dmreffitt

Communication

Styles

• Word choices

• Speed

• Inflections

• Use of Sarcasm

• Confidence


Behaviors

• Passions

• Habits

• Trust

• Consistency

• Expertise

• Helpfulness



Why does Personal Branding Matter?

In your career, your personal brand impacts:

What projects you get assigned

What promotions you receive

Amount of face time you get with

senior management

Degree of freedom and autonomy you

are accorded

@dmreffitt


Identifies Personality & Cultural Fit @dmreffitt


Establishes Credibility & Expertise @dmreffitt

• I.T. Department

• Reliable

• Knowledgeable

• Fast

• Helpful

“Mr. Fix It”

Personal Branding in Action @dmreffitt

• Marketing Department

• Never responds to emails

• Waits till the last minute to

respond to deadlines

• Holds everything up

“The

Bottleneck”

Personal Branding in Action @dmreffitt

Photographic

Appearance

What You

Post

How You

Post

Secondary

Imagery

Where You

Post Sites You Use

Elements of an Online Brand: @dmreffitt

How You

Post

• Word choices

• Logic

• Humor

• Use of sarcasm

• Personal attacks

Elements of an Online Brand: @dmreffitt


Protecting Your Personal Brand – Check Yourself @stnickmedia

Context is Everything

39 comments

10+ private

messages

10+ texts

5 emails

@dmreffitt

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 online? @dmreffitt


Reveals Personality & Cultural Fit @dmreffitt


Establishes Credibility & Expertise @dmreffitt


Lays a Foundation for the Future

Identify your digital champions.

These are people who have bought

into the vision, and can get the rest

of the organization excited about the

vision as well. “They will, most likely,

be your organization’s future digital

leaders,” said Westerman and his

co-authors.

“ “

@dmreffitt


Provides a Communication & Networking Platform @dmreffitt


Know Your Industry

Conservative

Traditional

Regulated

Charitable…?

@stnickmedia


Know Your Industry @stnickmedia


Ignorance of the Law is No Excuse

If you “legalize” it…you can regulate it!

@stnickmedia


The Social Media/Personal Branding Toolbox @stnickmedia


The Next “Hot” Platform…? @dmreffitt


Recent Major Updates

Pinned Tweets

Video Hosting

Cover Photos

Volunteer Roles

Hashtag Support

Animated GIF Files

Integrated Messenger

@dmreffitt


Content Curation Tools @stnickmedia


Blogging @stnickmedia

Platform for showcasing your expertise AND personality

If you build it, they will come, but…

Blogs are notoriously difficult to promote and maintain

You may not think you need one, but add a disclaimer

anyway

Make sure your blog doesn’t conflict with any social

media or corp comm policy of your employer


A Word on Video

By 2018, it is estimated that video will account for over

2/3 of mobile usage.

@stnickmedia


What NOT to Do

OFFER

RESCINDED

@stnickmedia


What NOT to Do @dmreffitt


If All Else Fails

#WhyIStayed

@dmreffitt


Meet My Friends…Libel & Slander.

“Think like a publisher, not a marketer.”

– David Meerman Scott Marketing Strategist

@stnickmedia


Q&A

Thank you for your time!

Any questions for today’s

speakers?

Darin

Reffitt

Jennifer

Overhulse

@stnickmedia

@dmreffitt


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social media 2.0: take it to the next level 2015/sessions... · 2019-01-14 · pet peeves allergies...

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