'Cause you got personality...

#personalbranding. David M. Scott explains that “An important thing to consider is how your online actions are a reflection of your personal branding (the image that you project to the world)” (Scott, 2013, p. 260). He further argues, “Most Twitter pages don’t say enough and most have crappy design. While that’s fine if you’re just communicating with friends, if you care about your personal brand, you need to do better. Much better” (Scott, 2013, p. 260). This is a very important concept to consider when configuring your personal brand online. Concurrently, an individual should also understand how search engine marketing may impact a personal brand. As Mark Schaefer examines, “much of social media happens in broad daylight for the world to see. And much of this information is findable in search engines (Schaefer, 2012, p. 183). 

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A key part of my professional work is not only developing business, but more importantly, building relationships within the financial community. Therefore, my personal brand is a key factor to my success. When creating my personal brand campaign, it will be important to stress my strengths in a professional manner. Thus, posting political, inappropriate, or personal opinions via social media is not a wise move, as prospective employers or clients may be put off by these actions. Additionally, it will very important to have a consistent theme across all the media platforms that I am engaged on (even personal sites).

In order to manage the effectiveness of my personal brand, it is critical to measure its success. As highlighted in An in-depth guide on how to calculate the ROI of a social media campaign, it will be important to first evaluate what stage of the Social Media ROI Cycle my brand is in (Launch; Management; Optimization) (Turner, n.d.). Once I understand what brand stage I am in, it will be essential to test my current strategy, as well as use metrics to optimize my brand presence and stimulate change (Turner, n.d.).

To raise awareness of my personal brand, it will be important to highlight how my capabilities and business approach are unique, as well as personalized, to prospective clients. Personally, I have worked in various capacities within finance, including on a trading desk; therefore, I have a keen understanding of what motivates prospective clients, as well as what their potential pain points are and how to solve these issues. Shama Hyder suggests in her article, 7 things you can do to build an awesome personal brand, to “find ways to produce value” (Hyder, 2014). This is fantastic advice. By consistently creating respected and thought-provoking content, I will be able to connect strategically with my clients.

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Ultimately, when creating and managing a personal brand campaign it comes down to: design consistency, timeliness, relevancy, valuable content, and professional demeanor. This may sound more challenging than it has to be. However, each day, we are finely crafting our personal brand through our style, behavior, demeanor, appearance, opinions, thoughts, and speech. So, why wouldn't you finely craft your personal brand online? 

Once you figure this out, go enhance your brand! 

References

Hyder, S. (2014, August 18). 7 things you can do to build an awesome personal brand. Forbes. Retrieved from: http://www.forbes.com/sites/shamahyder/2014/08/18/7-things-you-can-do-to-build-an-awesome-personal-brand/

Schaefer, M. (2012). Return on influence: The revolutionary power of klout, social scoring, and influence marketing. [Kindle Version] Retrieved from Amazon.com

Scott, D. M., (2013). The new rules of marketing & pr: How to use social media, online video, mobile applications, blogs, news releases, &viral marketing to reach buyers directly . (4th ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.

Turner, J. (n.d.) An in-depth guide on how to calculate the ROI of a social media campaign. The 60 Second Marketer. Retrieved from: http://60secondmarketer.com/blog/2013/11/17/in-depth-guide-calculating-social-media-roi/

The #ePRIVACY Debate

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#eprivacy. There is a growing movement to protect and secure individual's online identity. For me, this is a choice topic. The benefits of social media and digital communication are tremendous for both business and personal use. However, I am concerned that users are unaware of the value that both businesses and hackers place on the information they are providing. Additionally, I am apprehensive for a future devoid of private thoughts.

Tracy Mitrano of Cornell University eloquently expressed that “Technology does indeed create new social norms” (Mitrano, 2006, para. 13). While technology does foster and encourage new behaviors (that are both positive and negative), it is becoming more and more important for individuals to be mindful of their interactions online and how that interaction could be interpreted or manipulated. For example, a variety of retail stores offer mobile payment apps, including Chipotle and Starbucks. On the surface, this is a transparent and consumer friendly application, yet individuals should be aware of how companies can utilize this data (tracking the products purchased, locations, and the amount etc.). Joel Mathis analyzes the possibilities for the future of mobile payments, describing how customers receive coupons and other incentives based on their mobile payment usage (Mathis, 2014). Personally, I don't need a record, and I don't need a store to have a record, of the number of burrito bowls that I have consumed. Consequently, my main concern for online privacy and security is the vast amount of information that is shared and collected instantaneously.  

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While I do take precautions when interacting online (especially via social media platforms), I wouldn’t say that I am employing or enforcing safety measures out of fear of information or identity theft. As a private individual (perhaps shy), I am cautious of what I disclose online and I prefer to not share my location, status, or personal opinions. When considering Robert Siciliano’s 15 Social Media Security Tips, I identified most with the second tip: “Think before you post. Status updates, photos, and comments can reveal more about you than you intended to disclose. You could end up feeling like some silly politician as you struggle to explain yourself” (Siciliano, 2011, para 2).

The growing fear has not discouraged me from using multiple online platforms. Of course, there are certain platforms that I choose to not use, including SnapChat (this probably has more to do with my age). I have a strong feeling that the content shared on SnapChat is not permanently deleted after it is viewed. Recently, this has become an issue for the company. In 2013, SnapChat reportedly “released a database of 4.6 million Snapchat users and their phone numbers. The leak, a particularly embarrassing transgression for a company whose image is partly grounded in the promise of privacy” (Foster & Jackson, 2014). If you have a chance, this is a very interesting read in The New Yorker, Anatomy of a Snap Attack.

Admittedly, I am skeptical of social and digital media for personal use. I prefer to engage my community of friends and family off-line, in a more personal setting. However, I am a strong proponent for businesses to participate, engage, and connect with its community via social media. There are tremendous opportunities for businesses to solve problems, build brands, and create engaging communities. That being said, we as individuals should be aware of the materials that we are posting and the individuals that we are engaging with online.  

References

Foster, R., & Jackson, B. (2014, Januar 9). Anatomy of a snap attack. The New Yorker. Retrieved from: http://www.newyorker.com/tech/elements/anatomy-of-a-snap-attack

Mathis, J. (2014, February 25). Why 2014 could be the year mobile payments explode on the iPhone. Macworld. Retrieved from: http://www.macworld.com/article/2101300/why-2014-could-be-the-year-mobile-payments-explode-on-the-iphone.html

Mitrano, T. (2006, January 1). A wider world:Youth, privacy, and social networking technologies. EDUCAUSEREVIEW. Retrieved from:http://www.educause.edu/ero/article/wider-world-youth-privacy-and-social-networking-technologies

Siciliano, R. (2011, July 13). 15 social media security tips. McAfee. Retrieved from: https://blogs.mcafee.com/consumer/15-social-media-security-tips

Problem Solving vs. Product Attributes

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In this week's readings, Dave Kerpen and David M. Scott each discuss how social media tools can help corporations to narrowly define, as well as better understand its target audience. More and more consumers are tuning out mass-advertising campaigns meant for a broad audience, which is impacting how marketers reach its intended consumer. 

Once the target audience is defined, it is critical to understand the needs of the buyer. Scott argues that marketing professionals need “to segment buyers and appeal to them based on their needs, not just talk about your product” (Scott, 2013, p. 162). By discussing a product or service's attributes, the marketer is only considering themselves - not the buyer. This is often the case for a junior level sales professional. They don't understand the buyers needs - just their product's features. Scott illustrates this point with his Starbucks example (Scott, 2013, p. 161). 

For this week’s blog post, please identify and examine a company (other than Starbucks) or public figure that is successfully providing solutions and solving problems for buyers. 

Points to consider:
1. This corporation (or public figure) is not simply describing the product or service's features, but really engaging its audience and solving their problems.
2. Social media's impact on the company's (or public figure's) message. 

3. Target Audience - is it a broad, mass approach: Men over 50? Or, is it narrowly defined:Vermont, female skiers, over the age of 35, who discuss cooking and skiing as interest on social media? 
4. The potential Buyer Persona (see also: Scott, 2013, p. 164). 

References

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (and other social networks). [Kindle Version] Retrieved from Amazon.com

Scott, D. M., (2013). The new rules of marketing & pr: How to use social media, online video, mobile applications, blogs, news releases, &viral marketing to reach buyers directly . (4th ed.). Hoboken, New Jersey: John Wiley & Sons, Inc.

To Be Authentic, Or Not To Be...

#FAIL. Blunders are bound to happen when corporations engage with consumers on social media. Social media has enhanced corporate communications by providing a platform for both buyers and sellers to dialogue with one another (Kerpen, 2011). For the first time, companies can be authentic, as well as humanize its brand (Kerpen, 2011). In order for companies to demonstrate its authenticity, it is very important for the company to LISTEN to its consumers, before reacting (Kerpen, 2011).

photo credit: (Darthmarkh, 2013)

Bank of America is not the first corporation that comes to mind when an individual thinks of a humanized brand. And unfortunately, the bank did not do themselves any favors in July of 2013. 

An Occupy Wall Street activist, who was disgruntled and protesting in front of Bank of America in Manhattan, took to Twitter when a New York City Police officer barred him from chalking Bank of America’s side walk (Weissman, 2013). However, Bank of America understood these tweets to indicate that a customer needed help with his Bank of America account. From there, the events unfolded in a bizarre robot-esq fashion. 

Interestingly enough, according to Digiday, Bank of America insisted that the bank has a team of social media service representatives who are responsible for assisting and understanding customers’ needs (Weissman, 2013). At first, it appears that automatic replies were at fault. Yet, in an effort to seem as authentic online as possible, the company insisted that the tweets came from real customer representatives (read conversation here).

The irony of the situation is that if Bank of America had simply accepted that these tweets seemed robotic and that a human error was made, wouldn't the company appear to be more human, rather than insisting that these strange, auto-replies came from real users? What is more important for a company, truly being authentic or insisting that the company is authentic?

For Bank of America, the negative ramifications for being inauthentic were ridicule, shame, and making Digiday’s list of The 5 Worst Brand Twitter Screwups of 2013 (Weissman, 2013). Of course, there are worst things to be accused of and banks are restricted by multiple regulatory and compliance factors when interacting online (The Financial Brand, 2013). The bank did appear to be out of touch and inauthentic, and as result it was the butt of a few jokes online. However, on a positive note, Bank of America is attempting to connect, engage, and more importantly help its customers online (The Financial Brand, 2013). Yet, the bank simply failed Kerpin’s cardinal rule of “Listen first, and never stop listening” (Kerpen, 2011, loc. 257). 

References

Darthmarkh. (2013, July 6). Just got chased away by #NYPD 4 ‘obstructing sidewalk’ while #chalkupy-ing with @CyMad0X outside @bankofamerica HQ. [Tweet]. Retrieved from: https://twitter.com/darthmarkh/status/353602262410620929/photo/1

Digital Strategy Consulting. (2013, July 19). Twitter fail: Bank of america ‘bots’ revealed as humans. Digital Strategy Consulting. Retrieved From: http://www.digitalstrategyconsulting.com/intelligence/2013/07/twitter_fail_bank_of_america_bots_revealed_as_humans.php

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (and other social networks). [Kindle Version] Retrieved from Amazon.com

The Financial Brand. (2013, July 17). BofA’s ‘tone deaf robot’ replies to consumers with boilerplate tweets. The Financial Brand. Retrieved from: http://thefinancialbrand.com/31832/bank-of-america-occupy-automated-twitter-replies/

Weissman, S. (2013, July 11). Bank of america’s epic twitter fail. Digiday. Retriecved from: http://digiday.com/brands/bank-of-americas-epic-twitter-fail/

Weissman, S. (2013, December 10). The 5 worst brand twiiter screw-ups of 2013. Digiday. Retrieved from: http://digiday.com/brands/top-twitter-fails-2013/