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Self-Branding
via Social Media
not exactly new advice
Impact
The Triple-Bottom Line of
Self-Branding via Social Media
Teaching Incentives
Research Outreach
Inbound Effects
Personal Webpage
Social Media Presence
Content Platform
joachim-scholz.com
twitter.com/joscholz
marketingsquad.net
scholz.online
mktgsquad.com
PERSONAL BRAND STATEMENT
✤ Core message / brand promise: What do you want to be known for? What problem do you solve? What is your niche? What is your mantra?
✤ Brand personality: Via what unique psychological characteristics do you want to distinguish yourself from others?
Your research program (and teaching approach)
is your brand - it just needs to be adjusted to fit the right target audience.
AcademicSelf-branding
Journalists
Industry leaders
Politicians
Students
Your academic
community
You
Academics
Nature-space
Digital Space
Hybridized Space
Dynamics of Space
Sustainable Consumption
Cultural Engagement
Augmented Reality
fresh ideas.
fresh ideas.
fresh ideas.
I develop and share fresh ideas about
emerging marketing strategies (augmented
reality, cultural engagement) and the relationship between
consumer society, technology and nature.
passionate innovative
philosophical creative
big thinker deep thinker
joachim-scholz.com
twitter.com/joscholz
marketingsquad.net
scholz.online
mktgsquad.com
PERSONAL WEBPAGE
✤ Bio: Brand statement
✤ CV
✤ Research program
✤ Teaching philosophy
✤ Awards
✤ Student quotes
✤ (Relatively) static
“This was the first time that I felt like I had taken a course on where Marketing
is heading, not where it has been.”
“Professor Scholz is the most captivating professor I have ever
had.”
PERSONAL WEBPAGE
✤ wordpress.org (hosting fees $5-10 per month)
✤ wordpress.com (free - $8.25 per month)
✤ squarespace.com ($12 per month)
✤ about.me (free)
✤ researchgate.net (free)
✤ academia.edu (free)
joachim-scholz.com
twitter.com/joscholz
marketingsquad.net
scholz.online
mktgsquad.com
Follow me
@joscholz♥
TWITTER BASICS
✤ Twitter handle
✤ Followers / Follows
✤ Tweet
✤ Re-tweet
✤ Like
✤ List
✤ #hashtag
✤ This is a @mention
✤ @TweetAtSomeone directly to start a (semi-private) conversation
✤ .@Someone I talk about and you can see it
OPTIMIZE YOUR TWITTER PROFILE
Have a logical and neutral screen name. Think for the very long term.
OPTIMIZE YOUR TWITTER PROFILE
Avatar picture signals you are
competent, likeable, and trustworthy.
Front lit, asymmetrical, high quality.
Tell your brand story in the profile picture. Your mantra, your passion, maybe your hashtag.
160 characters: A precise statement
that describes what you offer
with keywords (#) that are relevant to your niche. (video)
Marketing Professor researching #SocialMedia, #AugmentedReality and our relationships with #Nature. My body and mind live in different time zones.
TWITTER GOALS
✤ Have a short and recognizable Twitter handle
✤ You can change your twitter handle
✤ Stay active: 3 - 20 high quality posts per day
✤ Offer value: Information, analysis, assistance, entertainment
✤ Be consistent in what your share (➛ brand promise and personality)
✤ Topics
✤ Augmented Reality
✤ Social Media
✤ Other emerging tech
✤ Productivity
✤ COHAIA
✤ Personality / Tone
✤ Passionate
✤ Innovative
✤ Philosophical
✤ Creative
✤ Big thinker
✤ Deep thinker
TWITTER GOALS
✤ Be a mensch
✤ Present a full picture of yourself
✤ Be positive
✤ Be helpful
✤ Engage with others directly
✤ Karma, baby: Share and re-share other people’s content, but…
✤ Have high retweet standards
✤ Hop on trends
TAKE THE EXTRA TIME FOR GREAT TWEETS
✤ Write better tweets:
✤ A Scientific Guide to Writing Great Headlines on Twitter, Facebook, and Your Blog
✤ 19 Headline Writing Tips for More Clickable, Shareable Blog Posts
✤ Add image: 15 Great Resources to Create Quick and Beautiful Images for Social
✤ Be topical: 2016’s biggest social media trends to watch out for
✤ Check out what’s working in analytics
TWITTER STRATEGIES
✤ Pin Tweet you want others to see
✤ Keep Followers > Follows
✤ Actively follow and unfollow
✤ Follow via rightrelevance.com
✤ Follow and de-follow via audiense.com
✤ Schedule your tweets (buffer.com), but engage in real-time
✤ Use hashtags, images and gifs (giphy.com)
✤ Repeat your best tweets
✤ Schmooze & reward people via retweets, likes, and lists
✤ Use lists to spend your time wisely on Twitter (➛ Twitteriffic app)
1/4 to 1/3
1/4 to 1/3
1/3 to 1/2
Schmoozing list
Topic list
Home feed
Time spent on Twitter
Private
Public
1 curated content
+ X reward/
engage/create every day
10+ 1+ X
Follow ten new people every day
Don’t forget to tell everybody to follow you…
@joscholz♥♥ ♥♥♥ ♥♥♥ ♥♥♥ ♥♥♥
Why would anybody follow you?
Content
Social Media
A content hub provides
visibility
joachim-scholz.com
twitter.com/joscholz
marketingsquad.net
scholz.online
mktgsquad.com
Someone just needs to adapt it for the target audience
You already have the content
INTEGRATE YOUR PERSONAL BRANDING INTO YOUR COURSE SYLLABUS
✤ Works great with upper year UG / MBA students
✤ Your research interest becomes part of the course and is discussed early on
✤ Students write a blog post article about your research (in relation to marketing practice)
✤ Multi-draft, peer-learning process
✤ Optional: Content Platform becomes a real-world in-house client to teach social media engagement, metrics, etc.
Don’t be a lone wolf blogger
Collaborate + build a platform
Topi
c Ed
itor
Stud
ent C
ontri
buto
rs
Journal Article
Blog post strategy
Student Assignments
Maximize consumer
engagement with
augmented reality
✤ What is augmented reality?
✤ What augmented reality paradigms exist?
✤ How can augmented reality create value?
✤ How can marketers design successful AR campaigns
✤ How to optimize consumer engagement with AR (4 posts)
✤ AR reduces complexity in buying decisions
✤ AR increases customer trust
✤ AR allows consumers to participate in brand story
✤ AR increases core benefit
✤ AR creates customer relationships
✤ AR boosts ROI of long-running ads
Good content creates relevance and value
RelevanceValue
✤ Draft 1 (0%): Identify example (AR campaign)
✤ Peer feedback (5%): Improve writing
✤ Professor feedback: Create relevance through identifying broader positioning
✤ Draft 2 (20%): Rewrite based on broader positioning (main point)
✤ Professor feedback: Improve main point (relevance) and quality of discussion (value)
✤ Draft 3 (20%): Final course delivery
✤ Invitation to publish ➛ professor feedback
BENEFITS FOR YOU
✤ Promote your research to marketing practitioners and decision makers
✤ Position yourself as a thought leader
✤ Students write content for you
✤ Grading gets a purpose ➛ integral part of your professional outreach activities
BENEFITS FOR YOUR STUDENTS
✤ Real-world learning opportunity
✤ Chance to get publish and claim though leadership themselves
✤ Content marketing skills: how to write better headline, better copy, etc.
✤ SEO skills
✤ Social media skills: how to promote articles*
✤ Real-world learning example for marketing metrics*
*If combined with a Digital Marketing course
CHECK-LIST FOR PERSONAL BRANDING
✤ What is your personal brand?
✤ Build your personal webpage
✤ Optimize your social media presence
✤ Schedule fixed times for your social media goals
✤ 10+1+x challenge
✤ Team up to join / create a content platform
The Triple-Bottom Line of
Self-Branding via Social Media
Teaching Incentives
Research Outreach
Inbound Effects
thank you.
￬ scan ￬￬ c
onnect
￬
Dr. Joachim Scholz Cal Poly, San Luis Obispo P [email protected] joachim-scholz.com @joscholz
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