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

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Personal and Corporate Branding with Social Media

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

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