Personal Branding: How to Stand Up and Stand Out as a Digital Marketer

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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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

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@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