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IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Social Media 2.0: Take it to the Next Level
Session #621
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Changing Behavior and Societal Norms
TOGA!!!!!!!
@stnickmedia
Social Media!
What happens in Vegas
stays on
Eric Qualman, “Socialnomics”
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Changing Behavior and Societal Norms
35% of Americans have posted something online that they later regretted.
Retrevo study via Mashable
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Changing Behavior and Societal Norms
53% of Millenials would rather lose their sense
of smell than their technology.
-Eric Qualman. “Socialnomics”
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Why Should You Care?
Because
today
branding is
not only
corporate,
it’s
personal…
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Why Should You Care?
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Why Should You Care?
Social media and personal branding are
changing how companies find and retain
both employees and customers…
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Where Are They Looking? @stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
Elements of a Personal Brand: @dmreffitt
Behaviors
• Passions
• Habits
• Trust
• Consistency
• Expertise
• Helpfulness
Elements of a Personal Brand: @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Identifies Personality & Cultural Fit @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Reveals Personality & Cultural Fit @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Establishes Credibility & Expertise @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Provides a Communication & Networking Platform @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Know Your Industry
Conservative
Traditional
Regulated
Charitable…?
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Know Your Industry @stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Know Your Industry @stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Ignorance of the Law is No Excuse
If you “legalize” it…you can regulate it!
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
The Social Media/Personal Branding Toolbox @stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
The Next “Hot” Platform…? @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Recent Major Updates
Pinned Tweets
Video Hosting
Cover Photos
Volunteer Roles
Hashtag Support
Animated GIF Files
Integrated Messenger
@dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Content Curation Tools @stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
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
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
A Word on Video
By 2018, it is estimated that video will account for over
2/3 of mobile usage.
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
What NOT to Do
OFFER
RESCINDED
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
What NOT to Do @dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
If All Else Fails
#WhyIStayed
@dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Meet My Friends…Libel & Slander.
“Think like a publisher, not a marketer.”
– David Meerman Scott Marketing Strategist
@stnickmedia
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Q&A
Thank you for your time!
Any questions for today’s
speakers?
Darin
Reffitt
Jennifer
Overhulse
@stnickmedia
@dmreffitt
IASA 87TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW
Please Complete the Session Evaluation Form on the Conference App