Managing Personas Online

Phil GomesSenior Vice President, Digital Integration

EdelmanChicago, Illinois, USA

phil.gomes@edelman.com+1 (312) 240-3158

twitter.com/philgomesphilgomes.com/blogedelmandigital.com

About the Speaker• This is the slide…• …where you typically find out…• …that I graduated from

school…• …got a job…• …worked at it for a long time…• …and gained some measure of

expertise in something…• …that eventually brought me

here today

Flickr User: william couch

How Did We Get Here?

Flickr User: DaDaAce

1980s 2000sFl

ickr

Use

r: Ri

char

d Pl

uck,

Sep

t. 6,

200

6

Flickr User: Stef Noble, Aug. 17, 2004

Flic

kr U

ser:

Robl

eta,

Oct

. 31,

200

7

Flickr User: djwudi

Things to keep in mind…

Flic

kr U

ser:

Sax

cub

ano

,Mar

ch 3

1, 2

007

c. 1996

You knew the rules before!

Flickr User: g.originals

Flickr User: churl

Flickr User: emtboy9

Credit: ICanHasCheezburger

Flickr User: MontanaRaven

Flickr User: northstander – is close to coming back

Credit: eggnyte

Flickr User: unknowndomain

Flickr User: Articulate MatterFlickr User: teaeff

Flickr User: féileacán

Flickr User: danzden

Where does all this leave us?

Flickr User: Luna diRimmel

Personal Professional

Perso-Professional

Flickr User: Green Heat

Credit: Louis Gray

Flic

kr U

ser:

wav

e cu

lt (

luis

.m.ju

stin

o)

Your greatest successes start really, really small

Flic

kr U

ser:

Du

de

Cru

sh, J

uly

5, 2

007

Assume you’ll never stop feeling like

this…

…and that’s not a bad thing.

This is a fantasy…

Flic

kr U

ser:

pb

o31

, Feb

. 7, 2

006

…someone in your organization is screwing up online right now!

It’s your turn to be the hero and lead...

Flic

kr U

ser:

yo

ven

ice

.com

, Ju

ne

4, 2

008

Flickr User: Jeff Bauche, Jan. 30, 2008

…just know that this transformation is everyone’s job.

Use a common, familiar language Flic

kr U

ser:

ph

oto

bra

d, O

ct. 9

, 200

6

Flickr User: ben110, Oct. 3, 2007

If you presume expertise in your online presence, seek to educate...

…rather than sell

Flic

kr U

ser:

vic

toria

fee

Credit: ICanHasCheezburger

Managing Personas Online

Phil GomesSenior Vice President, Digital Integration

EdelmanChicago, Illinois, USA

phil.gomes@edelman.com+1 (312) 240-3158

twitter.com/philgomesphilgomes.com/blogedelmandigital.com