Personal vs. Corporate Branding on the Social Web
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Personal vs. Corporate Branding on the Social Web

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If you are a small business owner, it can be confusing to know how to represent yourself on social web sites such as Twitter, Facebook or LinkedIn. Do you present yourself as an individual, as a ...

If you are a small business owner, it can be confusing to know how to represent yourself on social web sites such as Twitter, Facebook or LinkedIn. Do you present yourself as an individual, as a company, or some sort of combination?

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    Personal vs. Corporate Branding on the Social Web Personal vs. Corporate Branding on the Social Web Presentation Transcript

    • DESIGN ADVANCES SUCCESS IDENTITY PRINT Personal vs. Corporate Branding PU B L I S H I NG WEB on the Social Web Visible Logic, Inc. Social Media Breakfast 142 High Street Suite 627 Portland, ME 04101 207.761.4230 visiblelogic.com © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Personal vs. Corporate Branding on the Social Web DESIGN ADVANCES SUCCESS Emily Brackett Visible Logic, Inc. www.visiblelogic.com www.visiblelogic.com/blog twitter: @VisibleLogic © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Personal vs. Corporate Branding on the Social Web DESIGN ADVANCES SUCCESS Social Web © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Social Web Sites Personal vs. Corporate Branding on the Social Web Major Social Networking Web Sites & Media The major web sites and media • Facebook, Twitter, LinkedIn • Blogging Other media • MySpace, YouTube, Plaxo, etc. • Face-to-face networking This presentation focuses on social web and media for business purposes © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Social Web Sites Personal vs. Corporate Branding on the Social Web Facebook What’s On Your Mind? Individuals • Set up personal profiles • You become friends with other people, and it’s reciprocal; the other person needs to OK you as a friend Companies • Set up company pages • You can become a fan of a company, and it’s more of a one-way street • Especially relevant for B2C companies, but B2B use is growing © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Social Web Sites Personal vs. Corporate Branding on the Social Web Twitter What’s happening? All accounts are individual • There is only one kind of account with one user name & password • Because they are individual accounts, there is some sense that tweets are coming from an individual, but this is changing • There are services which will allow more than one person to use an account (and append initials, for example, at the end) • You can follow as many others as you like, and it’s not automatically reciprocated © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Social Web Sites Personal vs. Corporate Branding on the Social Web LinkedIn Network Updates All individual accounts, very resume-like way of presenting yourself • There are company listings in LinkedIn, but you still only link with the employees • You are encouraged only to connect with people you know, then the connection is two-way • The Q&A section is a good way to break out of the resume structure, prove your expertise, connect with those outside your sphere • Groups are forum-like spaces, and are also a good way to connect with others © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Social Web Sites Personal vs. Corporate Branding on the Social Web Blogs Company sponsored or individual Blogs can be completely personal, or can have a corporate mandate • Multiple authors can contribute to a company blog and therefore have their own voice and persona • Commenting on other blogs is an individual activity © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Personal vs. Corporate Branding on the Social Web DESIGN ADVANCES SUCCESS Branding: On- and Off-line © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Branding Personal vs. Corporate Branding on the Social Web Corporate Personal Name Business name Your own name Logo or mark Logo or logotype A personal way of typesetting your name (logotype) Visual Position Colors, imagery, typography and graphics that Everything under corporate, are applied to Web sites, marketing materials, but also personal look packaging, uniforms, corporate identity, also Twitter backgrounds, etc. Voice May be dictated by corporate standards, Often dictated by subject and situation may be screened by marketing, lawyers, etc Reputation Reviews Reputation Business More than one person Just one person Structure (or want to be) © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Branding Personal vs. Corporate Branding on the Social Web Online Specific Branding Elements Avatars & Favicons • Have reduced the idea of a “logo” to a small, square icon. • Used universally as gravatars (global avatar), or case-by-case on different platforms Domain Name and Handles • Availability is key when creating new business/product names • Personal vs. corporate identity of yourself Content Rules... so Voice is More Important than Ever • What topics you discuss • How do you express yourself © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Personal vs. Corporate Branding on the Social Web DESIGN ADVANCES SUCCESS Personal, Corporate or Somewhere In Between? © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Identities Personal vs. Corporate Branding on the Social Web Corporate Personal Employee (or more than one), Solopreneur, consultant representing the corporate brand or freelancer The goals are the business’ goals. People are hiring you, therefore they want to know, like and trust you. You may have some room to show personal expertise and personality. Giving a sense of your personality is generally OK, and probably a benefit. Or, postings may be very impersonal. Disclose personal information at the level you feel comfortable, because you to be true to yourself. © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Identities Personal vs. Corporate Branding on the Social Web Corporate Personal Large corporation Small Business Owner Real Estate Broker Person Hair Stylist Consultant who owns Financial Planner more than one Freelancer business Public Speaker Job Seeker © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Identities Personal vs. Corporate Branding on the Social Web How to cultivate a corporate brand using social web To promote “more” than yourself • Register your business name on all major sites • Use your business name (with or without your own name in addition) • Use a logo, rather than a photo for an avatar Don’t go too far and be too impersonal or stiff © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Identities Personal vs. Corporate Branding on the Social Web How to promote a personal brand on the social web If you want to create a strong personal brand • Use a consistent name • Use a consistent way of representing yourself (avatars and profile images) • Get a good head shot and use it • Have a consistent look between web site, business card and social web • Figure out where to draw the line with non-business-related information It takes focus to maintain consistency with a personal brand that is being used for business purposes © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Identities Personal vs. Corporate Branding on the Social Web How to balance when you’re in the middle? • Use your goals and plans for your business (or your career) as a guide. Focus more on where you want to be, rather than where you are now. • Clarify your goals with the social web. • You can have multiple accounts. (ie different names on Twitter; personal profile vs corporate page on Facebook). • On Twitter you can name your account(s) appropriately. (but beware of name length) © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Corporate vs. Personal Identities Personal vs. Corporate Branding on the Social Web Questions to Ask Yourself • Can my business be bigger than me? • What type of business structure do I have (sole proprietorship, one-person consulting, multi-person). Do I want to sell the business eventually? • How do I want to grow? • Are clients only hiring me (or paying a premium) because of me? • How does social media fit into my business or marketing plan? • What am I doing outside of social media that needs to complement my online brand? • How are my potential clients using the social web? © 2009, Visible Logic, Inc. www.visiblelogic.com
    • Personal vs. Corporate Branding on the Social Web DESIGN ADVANCES SUCCESS Emily Brackett Visible Logic, Inc. www.visiblelogic.com www.visiblelogic.com/blog twitter: @VisibleLogic Facebook: Emily Brackett Facebook Company: Visible Logic, Inc. LinkedIn © 2009, Visible Logic, Inc. www.visiblelogic.com