This is where I'll be keeping a running list of all my maps, diagrams, models, matrices, and interesting graphics. I generally spend a lot of thought creating them, so if you download something and want to edit it, all I ask is that you share your edits with me. I'm all about shared learning. If you have any questions or comments please e-mail me jordan.julien@mac.com

I've been asked several times to provide these as editable files, so I'll include links to the Adobe Illustrator files. I'm not an Illustrator whiz, so I apologize in advance for the state of the file.

Enjoy.

Communication creates awareness and promotes a brands message.

The message will help organize the audience into groups. (Tribes, communities, cohorts)

The response to the message should be measured and optimized for future messages.

The brand will engage its groups with valuable content. (News, insights, contests, promotions etc)

The brand will manage the groups’ conversations by actively participating when appropriate.

The conversations should be listened to, and should influence how the brand communicates with its audience.

This two phase process encourages the user to discover what his optimal (or preferred) personal brand is; and then engage several online channels to engage his audience with his brand.

Discovering your personal brand

Your personal brand should be built on 3 key pillars: Skills, Traits, and Personality.

Skills: Life & business skills you've acquired that help you build relationships. (Managerial skills, parenting skills, boating skills)

Traits: Personal traits that help you develop a set of personal standards (Attention to detail, discipline, thoroughness)

Personality: Your own unique personality that helps you develop a style. (modern, friendly, collaborative)

This model will help you discover your personal brand, add/ remove skills, traits, and personality descriptions to mold your personal brand to how you perceive yourself. This will be how others will perceive you.

Executing your personal brand

You should write down some goals you want to achieve using your personal brand. Think about personal and professional goals, as well as length of time to achieve these goals.

Based on your goals, you can choose the proper online channels to achieve your goals.

The Execution model outlines a standard set of channels. All of these channels should be engaged regardless of your goals; you can configure your online profiles within each channel to help achieve your goals. The content you add through these channels should support your brand, and be of value to your audience.

Links to standard channels:

Linked in

Twitter

Blogger

Facebook

Flickr

Stumble Upon

Digg

Card.ly

Mood Map

Averages usually don't work well, but the methodology used for this test produced great results. We outsourced usability testing to a 3rd party, and asked that they record the users mood at each key phase of the test.

The testing agency sent a pre-screening survey to their database of 12,000 participants, screening out users with bias toward banner ad's, online gaming, and online registration. (Both positive and negative bias were excluded from the testing)

Explanation

Earned Publicity

This will attract users who are already interested in your product, brand, industry, or campaign.

There are 2 main types of Earned Publicity

Editorial Content

This is when a user talks about you. It can be a blog post, twitter post, an online news article, or any other public mention. Depending on who’s talking about you, editorial content can reach 5 people or 5 million people. The best way to monitor editorial content is by being a part of the conversation. This requires more effort, but will also help to ensure the message behind the campaign doesn't get degraded or turned into something else.

Search Engine Optimization (not on diagram)

This is when you’re site optimizes search engine criterion to be rated higher on relevant searches.

Paid Publicity

This will attract users who are not necessarily interested in your product, brand, industry or campaign; but are potential customers.

There are 2 main types of Paid Publicity

Produced Media

This is when an advertising agency (or company) creates content and will pay for it to be displayed. This could be banners, copy, e-mails, or some other type of content with the goal of engaging those uninterested users enough to visit the campaign site.

Affiliate Marketing (not on diagram)

An affiliate can sell your product or just sell your message. Opening a web-based storefront to sell Amazon.com products is an example of an affiliate selling your product. Paying bloggers to write a post about your campaign is an example of an affiliate selling your message.