Personal BrandingHow to stand up and stand out as a digital marketer
Erin Zefkeles| Bing Ads | @ErinZef
Mel Carson| Delightful Communications | @MelCarson
@ErinZef | @MelCarson | #CZLNY
MelErin
Global online marketing manager, Bing Ads
Manage Bing Ads campaigns online including Google, Bing, Yahoo and Facebook in 20 countries, 7 languages
College of Business Advisory Board – Washington State University
Founder, Delightful Communications
Manage social and PR efforts for clients in the digital market across the globe
The accent us UK, the grin is because daughter #2 was born two weeks ago
Defining Brand, Seth Godin
…..the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
@ErinZef | @MelCarson | #CZLNY
Brand is Experience!
@ErinZef | @MelCarson | #CZLNY
Brand is Experience!
@ErinZef | @MelCarson | #CZLNY
Brand is Experience!
@ErinZef | @MelCarson | #CZLNY
Why Personal Branding in Digital Marketing?
Crowded space with different skill levels and understanding.
People are looking for you through search and social media.
Showing up positively shows you get the medium.
Many recognized accreditation programs to gain.
Real opportunity to differentiate.
@ErinZef | @MelCarson | #CZLNY
We Spend 27% of Our Time on Social Media
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@ErinZef | @MelCarson | #CZLNY
Shedding Light on Personal Branding
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SPEAKERKeynotes and panels
SOCIALIZERSocial media following
WRITERArticle and interview contributor
DOERSuccessful track record
Personal Brand Sweet Spot
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AGILITYClose to real time
VALUE EXCHANGEContributes both ways
REGULAR CONTACTSteady communications cadence
UTILITYUseful content
Elements for success
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Bonfires = Social/Community
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Fireworks = PR/Events
@ErinZef | @MelCarson | #CZLNY
BUILD A RELATIONSHIP to become more trusted.
DIFFERENTIATE THROUGH EMOTIONAL CONNECTION to become more remarkable and unmistakable.
NURTURE LOYAL FANS to become more essential.
Brand Building through PR and Social
TRUSTEDESSENTIAL
REMARKABLEUNMISTAKABL
E
@ErinZef | @MelCarson | #CZLNY
Source: Rand Fishkin, Moz.com
Think Inbound Marketing
INBOUND MARKETING
SEO EmailResearch/White Papers
Infographics
Social NetworksWebinars
Document Sharing
Word of mouth Podcasting
Q+A sites
Direct/Referring LinksSocial Bookmarking
Forums
Online Video
BloggingNews/Media/PR
Inbound marketing tactics amplify your brand and generate exposure through ensuring useful and relevant content is discoverable and shareable.
@ErinZef | @MelCarson | #CZLNY
Integrated Personal/Company Brand Approach
SHARE THE BRANDSuccessful sharing of knowledge and thought leadership occurs near brand.
ENGAGE WITH BRANDMarketing community engage and share content increasing affinity and reach.
SUCCESS STORIESIncreases opportunities for more stories via press and speaking.
INCREASE FOLLOWINGAuthentic & generous sharing of expertise builds engaged following.
@ErinZef | @MelCarson | #CZLNY
Pioneers of Digital
@ErinZef | @MelCarson | #CZLNY
Your Personal Brand Needs Reflection
@ErinZef | @MelCarson | #CZLNY
Reflect on your educational background and experience.How did you get into digital?What are your professional passions?What do you find hard?Where would you like to be in 3 year’s time?@ErinZef | @MelCarson |
#CZLNY
The Science of Great Content - AURA
The DNA of successful and enduring digital content has FOUR main elements:
AUTHENTICUSEFULRELEVANTACTIONABLE
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
Online Personal Branding Tactics1
Create a thoughtful LinkedIn Profile with a 1st person summary and previous role detail.
2 Have a professional photo that exudes your brand.
3 Photo file is Your-Name.JPG.
4Have a robust Twitter/G+ presence and follow/interact with other digital marketers.
5If you speak, offer to contribute content on conference site and ask about video interviews.
@ErinZef | @MelCarson | #CZLNY
Online Personal Branding Tactics
7 Follow #PPCChat, #SocialChat and others and engage.
8 Tweet countdown to awesome stuff you’re about to do and share teasers.
9Upload your presentations/videos to SlideShare and Pinterest as well as to your blog or column.
10
Try to engage with or follow-up with everybody that reaches out and ask questions.
6 Social signals & signposts in all your writing and presenting.
18@ErinZef | @MelCarson | #CZLNY
MORE
Optimize Offline ImageSuccessfully wear your Personal Brand in person as well as share it on digital platforms. Make what you say the focus, not how badly you dress!
@ErinZef | @MelCarson | #CZLNY
Branding yourself as a digital expert
Authentic Educated Trustworthy
@ErinZef | @MelCarson | #CZLNY
Formal credibility
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Informal credibilityWhat’s your message?Demonstrate knowledge, being up-to-date, a thinkerShare, comment on and link to colleagues Submit posts to industry blogsParticipate in interviews with industry writers
Submit speaking pitches to industry events, starting with smaller local ones.
@ErinZef | @MelCarson | #CZLNY
Success Measurement
Keep to a disciplined communication cadence as closely as possible.
@ErinZef | @MelCarson | #CZLNY
Success Measurement
Increase in engagement with, and sharing
of content from your social channels.
@ErinZef | @MelCarson | #CZLNY
Success Measurement
Increase in mentions of you in and around digital marketing community, industry press and digital publications.
@ErinZef | @MelCarson | #CZLNY
Success Measurement
Increase in placements and requests for you to write, speak or participate at conferences and events in and around the digital marketing sector.
@ErinZef | @MelCarson | #CZLNY
Success Measurement
Increase in positive sentiment towards you and your company internally and externally.
@ErinZef | @MelCarson | #CZLNY
Next Steps
> Write down at least one action to take away from today.> Really think about how you’re presenting yourself on and offline.> Reach out to us at anytime! @MelCarson @ErinZef> Have fun and good luck.
> Visit us at the Bing Ads Booth during the conference.
@ErinZef | @MelCarson | #CZLNY
Thank you
Mel Carson| Delightful Communications | @MelCarson
Erin Zefkeles| Bing Ads | @ErinZef