“The Brand of Me” with Shira Lazar

On March 18, our good friend Shira Lazar, flew up to Vancouver to present at Social Networking in Transmedia Hollywood: A Strategic Master Class presented by DigiBC and DFAIT.

Shira was joined by other social media specialists from LA, Darcy Jouan, Peter Huh & Gregory Markel, who spent the day discussing transmedia storytelling and how to engage audiences across multiple platforms including mobile and social networking sites.  For example, Darcy discussed the TV Series, Ghost Whisperer and how they created a series of webisodes to create a themed experience for viewers both on and offline.  The webisodes named The Dark Side were spawned by fans of the TV series. The purpose of the webisodes was to allow the audience to experience something beyond what they experienced from week-to-week on TV. In return, both audiences tuned in on and offline as the series runs parallel.

Shira’s presentation focused on her personal brand and how she bridges the online and on air worlds together using multi-media platforms.  Here are Shira’s “Five Steps to Becoming a Media Empress”:

  1. Be you! People can see through a fake brand of image, and it’ll drain you to maintain something that you’re really not. Once you embrace your authentic voice, you’ll find your audience and your audience will find you.
  2. Balance PR/buzz with actual work, i.e. new content and projects. As much as it’s great for everyone to see you at that party or getting interviewed by a cool outlet, it can only go so far. If you’re not continuing to challenge yourself and your audience with some real projects outside of publicity than you’ll lose engagement. Your brand isn’t just about you, but the conversation you create and what you contribute.
  3. Maintain a consistent presence on and offline. As powerful as all these online tools can be to make an impact and be heard, meeting your network and community in person is the incing on the cake.
  4. Think multi-platform. Whenever you have an idea, think of how you can integrate other mediums to get the message out there.
  5. Call yourself a media empress. Michael Jackson actually pegged himself the King of Pop, and he delivered that above and beyond. Don’t wait around for someone to discover and brand you. You have the power to create what and who you are now — and as we all know, perception is reality.

Shira and I sat down during lunch to discuss her presentation.  At the end, she gives a shot out to some of her favourite Vancouver peeps!

Lunch with Shira from Sonia Ryan on Vimeo.

Many thanks to DigiBC for letting me attend this event on behalf of BES.

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