Personal Brand Strategy 09 22 09.06

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Personal and Business Branding Through Social Media
by Patsy Stewart and Janeson Keeley

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  • Introduction by Charlotte.
  • Patsy.
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  • Janeson.
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  • Patsy. Backgrounds Templates Props (Mickey’s hat) Emoticons Signature files
  • Janeson. Briefly discuss search engine optimization.
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  • Janeson. Positive: Supportive, compliments. Negative: Sarcasm, complaints, personal attacks. Constructive, respectful disagreement is fine. Beware of discussing politics, religion, or even sports!
  • Patsy. Remember: conversations , not campaigns
  • Janeson. Surveys Contests Customer service Referrals
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  • Personal Brand Strategy 09 22 09.06

    1. 1. Personal and Business Branding Through Social Media Presented by Patsy Stewart, Optimized Strategies Janeson Keeley, JTKWeb Facilitated by Charlotte Mason, Advantage Resource Group
    2. 2. What is social media? <ul><li>Social media is </li></ul><ul><li>a means to generate conversations </li></ul><ul><li>Stop thinking campaigns </li></ul><ul><li>Start thinking conversations </li></ul><ul><li>Translate conversations into results </li></ul>
    3. 3. Your Social Media Strategy <ul><li>Assess your digital footprint </li></ul><ul><li>Identify your expectations </li></ul><ul><li>Define your plan </li></ul><ul><li>Create your personal/business brand </li></ul><ul><li>Implement your plan </li></ul><ul><li>Assess your results </li></ul><ul><li>Tweak your plan </li></ul>
    4. 4. What is a digital footprint? <ul><li>Traces left by someone’s activity in a digital environment </li></ul><ul><li>Passive – “Data collected about an action without any client activation” (e.g., IP information collected by a web server) </li></ul><ul><li>Active – “Created when personal data is released deliberately by the user for the purpose of sharing information about oneself” </li></ul><ul><li>http:// en.wikipedia.org/wiki/Digital_footprint . 20 Aug 2009. </li></ul>
    5. 5. 1. Assess your digital footprint <ul><li>Google yourself – print out the first two pages of results </li></ul><ul><li>Identify your competitors – search on your keywords </li></ul><ul><li>Google your competitors </li></ul><ul><li>If you’re digitally active , identify baseline of friends, followers, fans, connections, and web site visitors </li></ul>
    6. 6. 2. Identify your expectations <ul><li>Increase your exposure </li></ul><ul><li>Build your business or personal brand </li></ul><ul><li>Build brand awareness </li></ul><ul><li>Increase web site / blog traffic </li></ul><ul><li>Increase number of customers </li></ul><ul><li>Increase revenue </li></ul><ul><li>Improve customer service </li></ul>
    7. 7. 3. Define your plan <ul><li>Determine your target market </li></ul><ul><li>Select your tools </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Determine a schedule of regular activities to engage in for a specified period of time </li></ul>
    8. 8. 4. Create your brand <ul><li>Things to consider: </li></ul><ul><li>Your personal or business “personality” </li></ul><ul><li>The products and services you offer </li></ul><ul><li>What makes you unique </li></ul>
    9. 9. What is a “personal brand”? <ul><li>The qualities and characteristics that distinguish you from other people </li></ul><ul><li>The mental and emotional impression that others have of you, which follows you no matter what company you work for or what position you hold </li></ul>
    10. 10. What is a “business brand”? <ul><li>The qualities and characteristics that distinguish your business from other businesses </li></ul><ul><li>The mental and emotional impression that other people have of your business </li></ul>
    11. 11. What establishes a brand? <ul><li>Presentation </li></ul><ul><li>Interactions with others </li></ul><ul><li>What you leave behind </li></ul>
    12. 12. Your personality <ul><li>Identify: </li></ul><ul><li>Your personal or business “personality” - </li></ul><ul><li>what you talk about </li></ul><ul><li>Choose: </li></ul><ul><li>Your username(s) </li></ul><ul><li>Colors </li></ul><ul><li>Logo, photo, avatar </li></ul>
    13. 13. Exercise <ul><li>What else can convey your personal/business personality? </li></ul>
    14. 14. Your products and services <ul><li>Identify: </li></ul><ul><li>Business products and services you offer </li></ul><ul><li>Research: </li></ul><ul><li>Keywords commonly used in searches in your industry </li></ul><ul><li>Choose: </li></ul><ul><li>Keywords to target </li></ul>
    15. 15. Exercise <ul><li>What keywords describe your business? </li></ul>
    16. 16. What makes you unique? <ul><li>Identify: </li></ul><ul><li>What makes you different from other people/businesses in your field </li></ul><ul><li>Choose: </li></ul><ul><li>Your tagline – keywords </li></ul><ul><li>Your “hook” – question </li></ul><ul><li>Your personal “signature” </li></ul>
    17. 17. Exercise <ul><li>Everybody should have an “elevator pitch”. You want to convert that to a tagline for use in social media. </li></ul><ul><li>What is your tagline? </li></ul>
    18. 18. Create your profiles <ul><li>Mini profile – 160 characters </li></ul><ul><li>Short profile – 1-2 paragraphs </li></ul><ul><li>Detailed profile – your online resum é </li></ul><ul><li>Education, employment history, accomplishments, organizations, awards </li></ul><ul><li>Be sure to include your keywords! </li></ul>
    19. 19. Interacting with others <ul><li>Social media is social </li></ul><ul><li>How you interact with others is important </li></ul><ul><ul><li>Giving </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Connecting </li></ul></ul><ul><ul><li>Helping </li></ul></ul><ul><ul><li>Being positive and respectful </li></ul></ul><ul><li>Business vs. personal interactions </li></ul>
    20. 20. Exercise <ul><li>Examples of positive and negative interactions </li></ul>
    21. 21. Types of interactions <ul><li>Connecting </li></ul><ul><li>Informing </li></ul><ul><li>Educating </li></ul><ul><li>Asking </li></ul><ul><li>Answering </li></ul><ul><li>Promoting others </li></ul><ul><li>Promoting yourself </li></ul>
    22. 22. Exercise <ul><li>How can you apply these types of interactions to your business? </li></ul>
    23. 23. The impressions you make <ul><li>Impressions are emotional memories </li></ul><ul><li>Be positive </li></ul><ul><li>Be memorable </li></ul><ul><li>Be consistent </li></ul><ul><li>Be loyal </li></ul><ul><li>Turn negative interactions into positive interactions </li></ul>
    24. 24. 5. Implement your plan <ul><li>Commit to engaging in particular activities at a specified frequency for a given period of time </li></ul><ul><li>Put these into your daily schedule </li></ul>
    25. 25. 6. Assess your results <ul><li>In 30-60 days: </li></ul><ul><li>Google yourself again </li></ul><ul><li>Google your competitors </li></ul><ul><li>Get updates on your friends, followers, fans, connections, and visitors </li></ul><ul><li>Assess your business visibility </li></ul><ul><li>Assess your business growth, clients, and revenue </li></ul>
    26. 26. 7. Tweak your plan <ul><li>Evaluate your results and make any changes or enhancements that will get you closer to your goals </li></ul><ul><li>Continue doing those things that have proven most effective </li></ul>
    27. 27. What’s next? <ul><li>LinkedIn and blogging </li></ul><ul><li>Facebook and Twitter </li></ul>

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