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SOCIAL MEDIA & PERSONAL BRANDING
Building & Managing the “Nenshi” Brand
Presented by: Brian F. Singh, ZINC Research
Date: January 29, 2011
Your personal brand…
Your most important asset.
And Real Life better align with Online.
Real Life & Online.
• Education: Economics, Epidemiology.
• Marketing Research & Polling Firm Owner… primarily Internet-based.
• Strategist – Activating research.
• Leverage social media.• Enrich my interests.
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And how I love this… AMPLIFICATION.
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Now & Future…
Manage your personal brand.
Social Media: Cost of Entry. Visibility. Consistency. Expectation.
Focus and Commitment.
Authenticity.
Complexity → Personality
• Champion Debater• Student Council President• Management Consultant• Academic/Professor• Author• Journalist/Media• Chair – Arts Organization• TEDx Speaker• Plan-It Calgary• Mayoral Candidate…
The Problem: Who is Nenshi?
• No awareness nor familiarity.• No money.• McIver’s “war chest” & perceived “in-waiting.”• Higgins: A household name.
A Unique Opportunity…• Timing, Scale & Geography• Strategy, Tactics & Execution
Build & Reinforce the “Nenshi” Brand.What Social Media Facilitated…
• Differentiation.• Redefine the rules.• Gathering intelligence.• Innovation in communication.• One step ahead.• Go to the people… wherever they are.• Seed “Advocates:” Create base to talk
among themselves.
What does this have to do with raising brand awareness?
CARS? HOCKEY?SKYSCRAPERS?
Know thy Audience: Connect with the Hyper-Engaged.
The Strategy.
• Phase 1: Awareness & Own Online.• Phase 2: Brand (Stand out/Differentiate)• Phase 3: Leadership.• “The Event”
Devised with focus, but latitude.
Building & Attaining the “Mayor Nenshi” Brand…Plan. Deploy. Evaluate. Refine.
CAMPAIGN STRATEGY
“The Bridge:” Social Media & Canadians
Study
Social Media Monitoring
Web Analytics
Engagement Metrics
PUBLIC OPINION POLLING (Population Reflective)
Social Media Monitoring
Sentiment Analysis
Web Analytics
Media Monitoring
Voter Identification/ Geo-Demographic
Targeting
Volunteer Feedback
Brand Communication...
A Brand Does Not Exist in Isolation.Sept 3-7, 2010; All Respondents, “None” Excluded
BARB HIGGINS
RIC McIVER
NAHEED NENSHI
BOB HAWKESWORTH
Will effectively manage the City’s budget A personality I can relate to
Able to build consensus with
City Council
Firm, yet adaptable in thinking about Calgary’s needs
Has a strong vision for Calgary
A strong leader
The required experience to be Mayor
Knowledgeable about civic issues
Articulate and able to discuss issues clearly
Will work well with City Council
Someone I would be proud to have represent my city
Consider: Distance from Origin (further, more defined); direction from origin, where a chord would pass through a Candidate’s bubble, and proximity to Candidates. Page 16
Trustworthy
LEAD
ERSH
IP E
XPER
IEN
CE
PERSONABLE CIVIC LEADERSHIP
LEAD
ERSH
IP Q
UALI
TIES
FISCAL MANAGEMENT & LEADERSHIP
Survey: Social Media & Engagement.“Media Literacy”
Engagement Phase Factor Factor Composition Revealed Rank
Awareness(10 groupings)
“Social Media” YouTube, Facebook/Facebook Fan Page, Mobile/Web App 3rd
“Online Resources” Search Engine; Candidate Website; Blogs/Online Opinions. 5th
Research(9 groupings)
“Social Media/Direct Electronic-Mobile”
Twitter; YouTube; Facebook/Facebook Fan Page; Mobile Web/Application; Candidate Electronic/e-mail Newsletter.
2nd
“Involved Opinions”Getting Involved in Campaign; Debate/Open Forum; Blogs/Online Opinions.
5th
Decision(9 groupings)
“Twitter/Facebook/ Mobile Web”
Twitter; Mobile Web/Application; Facebook/Facebook Fan Page. 2nd
“YouTube/Blogs” YouTube; Blogs/Online Opinions. 8th
Manage Reputation.
Addressing Concerns: e.g., 3 Pillars Video
Source: http://www.chaordix.com/blog/2010/10/13/crowdsourced-nenshi-video/#more-1637
Brand Advocacy…
Evaluation Matters.Facebook Fan Page: “Like This”
Aug 10, 2010 Sept 7, 2010 Oct 5, 2010 Oct 12, 2010 Oct 19, 20100
2,000
4,000
6,000
8,000
10,000
12,000
14,000
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Naheed NenshiBarb HigginsRic McIver
Date (Week of...)
Num
ber o
f Fol
low
ers
Face
book
Fan
Pag
e
Social Media & Brand Management…
• “Define Self:”Audit, Communicate, Explore, Evaluate & Refine.
• Authentically You (Values, Personality, Image).
• Differentiation: “Can’t be everything to everybody. You need to be something to somebody.”
• “Media Literacy.”
• Commitment & Focus.
• Vigilance.
• Trust: Relationships & Quality of Connections.
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