Michael Harris
September 24, 2015
Personal Branding Devin Shelly
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marketed meet the mormons, volvo, maybelline, derek jeter
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personal branding success comes from the packaging
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brands are defined by individuals not organizations
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it's about what others would say when you're not around
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Me inc
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two columns: what is currently being said and what you want to be said about you
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personal branding is the bridge between the two columns
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why brand, build your personal brand
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you need to differentiate from others
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to be memorable
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marketing is about: relevance
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are people engaged
reach (how many people can we affect)
people notice change, only form deceicions after change. ex. feel your clothes in morning but not at night
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identity: what makes you a special person
physical characteristics
personality
personal & professional history
values, purpose, vision
more about knowing who you are than changing
2. offering: what do you have to offer that others would be interested in
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catagories
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services/products
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hard & soft skills
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brand archetypes: creation, evolution, opportunities, franchis & turbo
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which one are you
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you need to be clear and honest about what you bring
3. credibility: what makes you credible
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keep track of your track record
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build a killer resume
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what certification do you have, endorsements
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inventory: swot analysis: strength, weakness, opportunities, threats
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buisness moves at the speed of trust
4. benefits: what's in it for the other person if they get involved with you
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types of benefits
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functional: problem they need solved
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emotional: how they feel around you
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self-expressive: kind of person they think they become
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social: can people relate to you
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5. positioning: what differentiates you and appeals to audience
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is it relevant to the need
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is it specific and distinctive
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marketing/brand positioning is about belonging
6. audience: who would care about what you have to offer
7. communication: how do you become known
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visual and verbal identity
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storytelling
8. Investments: in which partnerships, activities or resources to you invest
9. Results: how do you benefit from personal brand
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how are you perceived, how do you want to be
10. Warning
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your brand can fall in value ex. Tyson, Lohan
Shantel Chen
October 1, 2015
Marketing Strategy in the Age of Digital
Notes - John Dye - BonCom
Works at Bonnevile Communications
Moral of the story: Don’t be a dodo bird!
- evolve/stay current and use the most effective messaging channels to reach your target audience(s)!
Dodo bird
Overtime became extinct
Why is it extinct?
Couldn’t easily adapt to surroundings
Why do zebras have stripes?
They’ve evolved; things did change
So predators can miss their prey
To attract one another
Avoid attracting flies
Traditional media:
Print publications (newspapers, magazines, etc)
Television
Radio
Out of home (billboards, bus shelters, etc)
Telephone (telemarketing, etc)
Direct mail
Face to face
New media:
“owned” digital properties (web, blogs, etc)
Leased digital properties (social media)
Search (desktop and mobile)
Display (desktop and mobile)
Videoconferencing (webinars, google+ hangouts, blab, etc)
Which is better, traditional or digital?
Depends on your target audience
Mormon campaign
Spreading of the Book of mormon musical helped with eliminating myths
Print (traditional)
Out of home (traditional)
Purchased taxi toppers on taxicabs
Transit subway - purchased three entire subway trains
2013 London campaign
- Face to face (Missionaries)
- Twitter “buzz”
- Promoted normalcy of mormons
Influencer marketing:
The way of the future
Power of people who have “organic followers”
Use them for amplifying the voice of the church
“#sharethegift” youtube
Find someone that has a natural inclination and get him/her to endorse your product
Find out why that someone has followers
President Dieter F. uchtdorf - general conference notes:
Sharing is easier and more far-reaching
“Use your hands” to blog and text your message- at the right time and place
Message can be heard around the world
Other ideas:
Change mindsets thru results
Understand what people want
Weston Barnett
October 8, 2015
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Something will come up after social media, a new better source of marketing
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To market well you need to find and establish a niche
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Look for a benefit in the product or service
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You need a strategy that is the main way to make a good ad on social media
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Before you can make a strategy you have to make a goal
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You need to release your stagey at a well-planned time
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Social Media is the new way and it is affective because it can be taken to a client and then you can track it by seeing who likes it and comments
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You need to watch your ads the good thing is you can track it 24/7 so change can be made anytime if needed
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You need to be the first to change
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Being on top and staying on top is very important
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To advertise to a company you need to do it at a specific point of view
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When you interrupt the peoples usual news feed it catches there attention
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When you market on social media it is like expanding the bulls eye
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You can put adds places that people with specific interests will see
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A strategy that worked was mass media marketing
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They put an add on the super bowl
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Right after the ad aired they posted on all social media the ad and said to comment
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It left a crazy impression and people remembered it
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The reaction made people talk to it to all of their friends
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It worked absolutely perfect it did what they wanted it to
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It worked so good because it was mass media with a follow up on social
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The other reason it worked is because they spent time and planned for it
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They were ready for every situation that could have happened
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To make a perfect ad like they did you have to do lots of research
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They looked at tons of factors to make it perfect
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If someone does all those and follows up with tracking they will succeed on the ad
Kincade Stevenson
October 22, 2015
Highlights of the notes from the Social media marketing session.
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You have to think of none of your ads as isolated, think of how different screens work together. Ex. T.V. ad plus snapchat and instagram ads all having a related theme.
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Segment- look at all the people inerested in your product and segment based on how much they're interested.
1. Very interested- make them advocates, get them to share your product with others
2. New- explain value briefly but effectively
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Building advocates: look at your possible advocates, and see where their individual passions and interests lie, then prompt them to share it. Ex. Ancestry.com - someone who has built a huge ancestor tree and is a long time customer, send them an email and ask them to share on FB or some other social platform why it is important to them. If they are truly passionate about it then they will want to tell others about it.
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Pick a few core segments and focus in on them, and in the process you will most likely capture all the other big segments
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Build a story for each segment, and over time that story will become something they value and they will become brand advocates. Use your different social platforms to connect your story.
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Email is a very great way for communicating messages when the consumer wants to receive them, don't underestimate the power of email
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Site subscribers, email subscribers, and engaged subscribers should receive most of a marketers attention.
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Nothing works on its own, it is essential that you link all of your social media platforms together to tell one big story
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Print and T.V. ads only really work well for brands that are already established.
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Getting one segment just right is better than 8 mediocre segments.
Evan West
October 29, 2015
The Art of Storytelling: Using Design to Connect with Audiences
David Palmer
Chipotle- tells a story that causes the audience to feel a wide array of emotions
Everything is a brand that is representable - didn't tell you the price, just made an emotional connection
P&G- They're not fixing a problem, they're telling a story that tells the audience that they understand
- Personalizing who they are through a story to connect with an audience
Nissan- Positioning themselves not as a car company, but as a company that helps you as a dad come home to your family. Nissan is taking you home and keeping you safe.
Nike- Makes a connection with everyday people, telling them that they have the ability to be great
- Connects to women saying that nothing matters except your effort
Acura when you don't think of them as dummies, something amazing happens
When you sell things, you tell as story. it's not about the thing in hand -- lists are bad.
Ask "why do I care?"
Numbers and data are key, but they don't mean anything unless they have something behind them.
Millennials don't want to buy cars- research says sales are down, car companies get clever in commercials, sporty, fuel economy- VW made a car site that is like a dating website
Millennials don't care about owning the car that the companies want us to own
You have to create a story with the data
Step back and find where the gaps in the story are
- Harry Potter doesn't start at the beginning
- You can't understand the story until you know the beginning and the end (when writing it)- Know the end and then bring in the nuances
When your audience is invested, you can give them more details
IntroductionsMore points that elaborate into further detail
Conclusion
Use follow-up questions
Tell it in a few words- New baby shoes bought. Never worn.
Humans of New York
Informational design
- Take a common graph or chart and make it pretty- More effective: tell a story that is backed up by data
- Nothing will matter if you don't have an audience to connect to
Build personas to tell stories to
Storyboards
Tell as story by drawing boxes identifying every small interaction the user makes with your product. It takes time but its key to the success of your product.
A box is a free space with a window
Tools-sketching-white boards-keynote
Start a campaign
- define your audience
- How can you connect?
- #1 goal defined- storyboard every frame
- If you know exactly what you're making, editing will be easy
- If you know the end, the middle becomes easy
-Research is key -- without research you can't make it impactful and meaninful
-Holistic view - look at the big picture and then it is easier to create-Storyboards are key -- for everything- use everything BUT your computer-
Tools
-Presentation -- add in all the different elements that sell the idea
Benefits
-speed up process
-teams solve problems faster
-design across the brand tells a story
-keeps a strong focus on the user adjust to the audience
Story-centered design is the way
The Carousel
Technology is a glittering lure, but there is a rare occasion when the public can be engaged beyond flash, if they have a sentimental bond with the product. Nostalgia is a deeper bond with the product. It's delicate, but potent.
Nostalgia is a hurt from a wound
Not a spaceship, it's a time machine
Takes us to a place where we ache to go again
There are millions who are experts at designing wheels. What makes you different is your ability to design the carousel.