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

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Why personal branding in digital marketing? See what Mel Carson of Delightful Communications and Erin Zefkeles of Bing Ads have to say about how to personally brand yourself in the ever growing DIY …

Why personal branding in digital marketing? See what Mel Carson of Delightful Communications and Erin Zefkeles of Bing Ads have to say about how to personally brand yourself in the ever growing DIY economy.

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  • 1. Personal Branding How to stand up and stand out as a digital marketer Erin Zefkeles| Bing Ads | @ErinZef Mel Carson| Delightful Communications | @MelCarson
  • 2. @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
  • 3. Defining Brand, Seth Godin set of expectations, memories, stories and relationships @ErinZef | @MelCarson | #CZLNY
  • 4. @ErinZef | @MelCarson | #CZLNY
  • 5. @ErinZef | @MelCarson | #CZLNY
  • 6. @ErinZef | @MelCarson | #CZLNY
  • 7.  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
  • 8. We Spend 27% of Our Time on Social Media c @ErinZef | @MelCarson | #CZLNY
  • 9. @ErinZef | @MelCarson | #CZLNY
  • 10. SPEAKER SOCIALIZER WRITER DOER Personal Brand Sweet Spot @ErinZef | @MelCarson | #CZLNY
  • 11. Elements for success @ErinZef | @MelCarson | #CZLNY
  • 12. @ErinZef | @MelCarson | #CZLNY
  • 13. @ErinZef | @MelCarson | #CZLNY
  • 14. Brand Building through PR and Social @ErinZef | @MelCarson | #CZLNY
  • 15. Source: Rand Fishkin, Think Inbound Marketing INBOUND MARKETING Inbound marketing tactics amplify your brand and generate exposure through ensuring useful and relevant content is discoverable and shareable. @ErinZef | @MelCarson | #CZLNY
  • 16. Integrated Personal/Company Brand Approach SHARE THE BRAND Successful sharing of knowledge and thought leadership occurs near brand. ENGAGE WITH BRAND Marketing community engage and share content increasing affinity and reach. SUCCESS STORIES Increases opportunities for more stories via press and speaking. INCREASE FOLLOWING Authentic & generous sharing of expertise builds engaged following. @ErinZef | @MelCarson | #CZLNY
  • 17. Pioneers of Digital @ErinZef | @MelCarson | #CZLNY
  • 18. Your Personal Brand Needs Reflection @ErinZef | @MelCarson | #CZLNY
  • 19. 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
  • 20. The DNA of successful and enduring digital content has FOUR main elements: AUTHENTIC USEFUL RELEVANT ACTIONABLE @ErinZef | @MelCarson | #CZLNY
  • 21. @ErinZef | @MelCarson | #CZLNY
  • 22. Online Personal Branding Tactics 1 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. 4 Have a robust Twitter/G+ presence and follow/interact with other digital marketers. 5 If you speak, offer to contribute content on conference site and ask about video interviews. @ErinZef | @MelCarson | #CZLNY
  • 23. 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. 9 Upload 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
  • 24. MORE Optimize Offline Image Successfully 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
  • 25. Branding yourself as a digital expert Authentic Educated Trustworthy @ErinZef | @MelCarson | #CZLNY
  • 26. Formal credibility @ErinZef | @MelCarson | #CZLNY
  • 27. Informal credibility What’s your message? Demonstrate knowledge, being up-to-date, a thinker Share, comment on and link to colleagues Submit posts to industry blogs Participate in interviews with industry writers Submit speaking pitches to industry events, starting with smaller local ones. @ErinZef | @MelCarson | #CZLNY
  • 28. Success Measurement Keep to a disciplined communication cadence as closely as possible. @ErinZef | @MelCarson | #CZLNY
  • 29. Success Measurement Increase in engagement with, and sharing of content from your social channels. @ErinZef | @MelCarson | #CZLNY
  • 30. Success Measurement Increase in mentions of you in and around digital marketing community, industry press and digital publications. @ErinZef | @MelCarson | #CZLNY
  • 31. 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
  • 32. Success Measurement Increase in positive sentiment towards you and your company internally and externally. @ErinZef | @MelCarson | #CZLNY
  • 33. 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
  • 34. Thank you Mel Carson| Delightful Communications | @MelCarson Erin Zefkeles| Bing Ads | @ErinZef