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Personal and Corporate Branding with Social Media

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Presented at the Syracuse BizBuzz Social Media Conference - Find personal and corporate branding for social media

Presented at the Syracuse BizBuzz Social Media Conference - Find personal and corporate branding for social media

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  • 1. USING SOCIAL MEDIA TO BUILD YOUR BRAND
    Trisha Torrey, Every Patient’s Advocate
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 2. WHO’S TRISHA ?
    8 years as a school teacher
    Changed careers – marketing for 20+ years
    First email address in 1989
    Built OCC’s first web site
    Helped build EMA’s interactive dept
    IntegriMark 2001-2006
    And then….
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 3. THE TURNING POINT
    diagnosis of terminal lymphoma
    Yes – it really rocked my world!
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 4. THE TURNING POINT
    diagnosis of terminal lymphoma
    Everything happens fora reason…
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 5. THE TURNING POINT
    Built a website to help others:
    .org
    Don’t get mad, get even!
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 6. TODAY – 4 BRANDS!
    All 4 have grown exponentially due to Social Media !
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 7. WHAT WE’LL COVER
    Environmental scan of the Web
    What’s a brand?
    Using a brand
    Personal vs Corporate
    Are you creating a new brand?
    Moving your brand to the web
    Where social media branding fits in
    Your best branding / social media approach
    Best practices
    My best piece of advice about your brand and social media
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 8. THE WEB – SO WHAT’S GOIN’ ON?
    Concept of Web 2.0
    Free for all!
    Soon: Web 3.0
    Need to buildyour brand today!
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 9. OK – SO WHAT’S A BRAND ANYWAY?
    It’s the way your target market recognizes YOU.
    Graphics: set of colors, shapes, logo
    Messages: your values, your promises
    Some brands may include taste, smell, feel
    Just do it!
    Fair and balanced.
    Betcha can’t eat just one.
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 10. OK – SO WHAT’S A BRAND ANYWAY?
    Your brand creates recognition
    Your brand represents your promises
    Your brand creates a set of expectations
    Just do it!
    Fair and balanced.
    Betcha can’t eat just one.
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 11. USING A BRAND
    Everything that represents your company, you, your work, like:
    Marketing materials
    Signage
    Clothing
    Words, actions and deeds
    And, of course – the Web!
    The Goal:
    When anyone sees your graphic brand representation (logo) or hears your slogan (positioning statement) or discusses your brand promises – they think of you!
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 12. CONFUSION?
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 13. And don’t forget:
    The
    Red
    Jacket!
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 14. WHEN SOMEONE ELSE OWNS THE BRAND
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 15. AN IMPORTANT CONSIDERATION
    Keep your personal brand separatefrom your corporate brand.
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 16. AN IMPORTANT CONSIDERATION
    Keep your personal brand separatefrom your corporate brand:
    Yes, even if you own your company
    Particularly if you work for someone else
    You want to establish yourself as the expert
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 17. CREATING A NEW BRAND SOON?
    Listen first – then brand
    Make it authentic – make it YOU
    Be sure the URL is available
    Graphics: simple, unique, pleasing, clear
    Messages: customer-focused, sync with your goals, appeal to peace of mind, reflect your USP
    Slogan? Something that reflects promises, memorable
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 18. YOUR BRAND ~ ON THE WEB
    A website (web brochure?)
    Email with your URL (title after your name)
    Your email signature (letterhead)
    Marketing with most impact? Word of Mouth
    • Social Media: the web version of WOM
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 19. WHICH ONES?
    Choose options that will be found by your target audiences
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 20. MORE THAN ONE BRAND?
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 21. STILL NOT SURE?
    Scope out your competition
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 22. YOUR APPROACH
    Choose a good ID
    You’ll need a representation for your graphic brand and your messages
    OWN your keywords
    Difference between TEXT and GRAPHICS
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 23. YOUR APPROACH
    Be consistent
    Promote regularly
    Make sure all marketing (including SoMe) feeds all others:
    Mention your website in your blog
    Link to blog posts from Twitter
    Show photos on Facebook, drive to Flickr
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 24. BEST PRACTICES
    Don’t mix your messages – be consistent
    Don’t go off topic
    Keep your brand promises (look at BP!)
    Don’t bite off more than you can chew
    Monitor your own presence – google your brand
    Monitor your competition
    “coopetition”
    Don’t be afraid to say you don’t know the answer
    … and… the best piece of advice I can give you about social media…
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 25. IT’S CALLED SOCIAL MEDIA !
    Look for all opps to engage others
    Ask as many questions as you post links (people love to be asked)
    Consider that everyone else is there to be an expert to help you
    It’s a conversation – not aone way street
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate
  • 26. ADDITIONAL RESOURCES:
    www.EveryPatientsAdvocate.com/BizBuzz
    @TrishaTorrey
    LinkedIn.com/in/TrishaTorrey
    Facebook.com/TrishaTorrey
    and Facebook.com/EveryPatientsAdvocate
    www.TrishaTorrey.com
    Personal and Corporate Branding Syracuse BizBuzz May 27, 2010 Trisha Torrey, Every Patient’s Advocate