M O N I T O R I NG M Y BRA N D

ENT1 1 9 - ORYAN M I C K LEY , I NS T RU C T O RENTERTA I NMENT BU S I NES S8 JANU ARY 2 0 1 7

O N L I N E I DE N T I T Y

• The Online ID Calculator identified my brand as "Digitally Distinct" with low purity, and average diversity and validation. This calculation is a very accurate statement of my perception of my identity.

BRA N D A RC H E T Y PE• After completing the Brand

Archetype Quiz twice, I received two different results. The first time, my results were the Lover Archetype. It stated that my brandality is the lover and that my goal was to build relationships with people, do work that you love, and create enjoyable experiences that please all of the senses. I could not agree more with the results.

• My second result was the Sage Archetype. It is somewhat similar to the Lover type but more vague. While I agree with both, I think the Lover Archetype is more accurate.

H O O T SU I T E

• Hootsuite is one of the most helpful tools I have ever come in contact with. As a businessman, Hootsuite will be very effective now that everyone has moved over to social media. It is a very unique tool for monitoring multiple social media profiles and filtering the feed to suit whatever industry you are a part of.

• I set up my Hootsuite dashboard similar to the popular structure which labels each tab as follows: Brand, Industry, Competitor, Blogs, and Social Media. I used this structure because it was highly recommended and extremely helpful because I am a very neat person and I like my things easily accessible.

H O O T SU I T E C O N T ’ D

• Brand - this tab included the timelines of each of my personal social media accounts to monitor the trends to help me prepare my marketing strategy.

• Industry - each stream in this tab is used to monitor what others are saying about the entertainment industry. I used keywords to review the feedback and I can adjust accordingly to meet their needs.

• Blogs - I used this tab to monitor some of my inspirations so that I can learn more and adopt their mindset so that I could fill their shoes.

• Competitor - This tab is a few of my competitors, but also mentors, that I am up against so that I can monitor their activity so that I can make easy adjustments.

• Social Media - I refer to this tab as the “Extra Curricular” tab because it is used just to see what is going on in the social world.

H O O T SU I T E C O N T ’ D• I am monitoring my name, Desmond Essex, on my

Hootsuite dashboard. I installed my LinkedIn, Facebook, and Twitter account. I am following keywords concert, billboard, and record deal because I am able to see recent news on upcoming talent, trending concerts, and new artists so that I am up to date on everybody that people want to see right now. The company I am starting will specialize in bringing upcoming talent to the forefront and bringing trending artists to cities at a cheaper price than normal so that the less fortunate can meet the celebrity of their dreams.

H O O T SU I T E C O N T ’ D• Some competitors that I am following are Nick F. Nelson, Will Packer, and

Universal Music because each of those are leaders in specific areas I want to pursue. Following them would keep me updated on their daily operations and accomplishments so that I am aware how to conduct myself and my brand.

• Listening to my streams, I learned three specific things:

• a new website for selling concert tickets - I am now open to multiple sources for selling tickets because I only heard of TicketMaster.

• one of the artist Rihanna’s songs has spent 10 weeks on Billboard Hot 100 - Rihanna is a trending artist and now would be the perfect time to book her for a concert because she still sits atop the charts.

• Will Packer is now the executive producer for TV show, Being Mary Jane - now I get to witness Packer’s transition and compare his work to the previous works being that it is the same show but now a different producer.

G O O G L E A L E RT S

• I set up my Google Alerts to monitor my brand name, Desmond Essex, the Entertainment Business industry, and Liquid Soul, a total market agency for the Entertainment Industry.

G O O G L E A L E RT S C O N T ’ D

• The alert for my personal brand had zero results but I plan to change that in the near future.

• The alert for Entertainment Business provided tremendous insight from professionals in the industry.

• The alert for Liquid Soul says no results but it does preview recent accomplishments of the company.

G O O G L E A L E RT S C O N T ’ D• I learned three things from my alerts:

• I need to expand my personal brand to reach a bigger audience. I also need to increase my brand awareness and online reputation so that I am viewed as a credible, well recognized professional.

• Alan Glist, who launched The Bronx Wanderers doo-wop revue in Las Vegas, says the big concert venues are definitely pulling business away and every entertainment seat in Las Vegas is competition for everybody else. This gives me an idea of what I am going into if I was to market in the Vegas area.

• The Chief Marketing Officer of LIQUID SOUL, Nick F. Nelson has produced targeted marketing and communications strategies for some of television’s highest-rated shows and more than 20 No. 1 box office films. This information assures that Liquid Soul is a very successful company and that I should monitor their work so that I can be as successful.

F E E DLY

• I created multiple collections on my Feedly dashboard. Each collection has a different feed.

F E E DLY C O N T ’ D

• I decided to follow those feeds because each one curates content that pertains to my professional development.

• The kind of content that is being curated is marketing advice, business skills, and award winning entertainers.

F E E DLY C O N T ’ D

• Some things I have learned from my RSS feeds are:

• 3 step process for marketing strategy (who, what, and how) - this process will help me expand my personal brand and appeal to the audience I want to engage.

• 10 things confident people don’t do - this helps with my confidence because it gives me advice about how to conduct myself as a professional and confidence plays a significant part in that regard. Being confident helps me sell myself to my audience a little bit better.

• 15 skills that will pay off forever - this tells me exactly what I need to become proficient at in order to be a successful businessman. Displaying the right skills will draw the audience closer and you will become more credible.