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

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

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