Flip the Switch

131: Developing Personal Brands to Build Bigger Communities w/ Preston McClellan

He’s considered a bit of a social media ‘OG’.  For seven years, Preston guided players on the PGA Tour to create their own brands and communities, an effort that grew the greater PGA audience from 20 million to 60 million followers in 5 years.  Now, as a co-founder of Golf Space Collective, Preston and his team guides golf properties on all things digital. 

This episode hits on why building a personal brand is important, the impact that personal brand has on team and league brands or any business and why human connection is critical to form a community over an audience.  

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2:50     A Social Media OG, @Preston

4:33     Launching Memphis Athletics accounts

6:56     Building a Following on the PGA Tour

9:31     The Incentive to Building Player Brands

13:09   Growing Players’ Social Media Game

16:16   Putting Emphasis on Human Connection and Personal Brands

21:28   Frameworks for Personal Branding – Just Get Started

29:07   Audience vs. Community and Creating Brand Advocates

35:05   Connecting with Younger Fan Bases

38:24   The Netflix Impact & ‘First Swing’

44:38   Showing Human Emotion and Personality


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For more information on the topics covered in this episode:

Netflix “First Swing” trailer

Justin Welsh’s LinkedIn course

Golf Space Collective 

GSC Instagram

To connect with Preston: 

Twitter | LinkedIn | Email 

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Flip the Switch

107: Harnessing the True Power of Community in Your Fanbase w/ Christina Garnett

The power of community emerges when companies embrace the directional relationship members form not just with their brand, but with other members.  In this episode, Christina Garnett, senior marketing manager for offline community and advocacy at HubSpot, joins David to talk about the magic of tapping into common passions and making your fans the hero of the story. 



Show Notes

2:21  Community vs. Audience

4:47  The Road to HubSpot

8:59  Gleaning Community Insights from Gary V

11:54  Bored Ape’s Country Club

13:59  The HubFans Community 

15:20  The Hierarchy of Community Needs

18:44  Showing Raw Emotions

24:29  Categorizing and Rewarding HubSpot Fans

27:38  HubSpot Inbound Correspondents

31:48  Turning Internal Needs into External Opportunities

35:26  Bringing Your Fans Closer

39:41  Magic of Social Listening

43:14  The Little Moments That Matter

44:14  Ask Your Fans What They Want

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For more about topics covered in this episode:

HubSpot CRM Platform

HubFans: HubSpot’s Advocacy Program

Christina’s Hierarchy of Community Needs

Connect with Christina on Twitter

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