Personal Branding
How to stand up and stand out as a digital marketer
Erin Zefkeles| Bing Ads | @ErinZef
Mel Carson| Delig...
@ErinZef | @MelCarson | #CZLNY
MelErin
Global online marketing
manager, Bing Ads
Manage Bing Ads campaigns
online includin...
Defining Brand, Seth Godin
set of
expectations, memories, stories and
relationships
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
 Crowded space with different skill levels and understanding.
 People are looking for you through search and social medi...
We Spend 27% of Our Time on Social Media
c
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
SPEAKER
SOCIALIZER WRITER
DOER
Personal Brand Sweet Spot
@ErinZef | @MelCarson | #CZLNY
Elements for success
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
@ErinZef | @MelCarson | #CZLNY
Brand Building through PR and Social
@ErinZef | @MelCarson | #CZLNY
Source: Rand Fishkin, Moz.com
Think Inbound Marketing
INBOUND
MARKETING
Inbound marketing tactics amplify your brand and g...
Integrated Personal/Company Brand Approach
SHARE THE BRAND
Successful sharing of knowledge and
thought leadership occurs n...
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?
...
The DNA of successful and
enduring digital content has
FOUR main elements:
AUTHENTIC
USEFUL
RELEVANT
ACTIONABLE
@ErinZef |...
@ErinZef | @MelCarson | #CZLNY
Online Personal Branding Tactics
1
Create a thoughtful LinkedIn Profile with a 1st
person summary and previous role detail...
Online Personal Branding Tactics
7
Follow #PPCChat, #SocialChat and others and
engage.
8
Tweet countdown to awesome stuff ...
MORE
Optimize Offline Image
Successfully wear your Personal Brand in person as well as share it on
digital platforms. Make...
Branding yourself as a digital expert
Authentic Educated Trustworthy
@ErinZef | @MelCarson | #CZLNY
Formal credibility
@ErinZef | @MelCarson | #CZLNY
Informal credibility
What’s your message?
Demonstrate knowledge, being up-to-date, a thinker
Share, comment on and link to...
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 |...
Success Measurement
Increase in mentions of you in and around digital
marketing community, industry press and digital
publ...
Success Measurement
Increase in placements and requests for you
to write, speak or participate at conferences and
events i...
Success Measurement
Increase in positive sentiment towards you and
your company internally and externally.
@ErinZef | @Mel...
Next Steps
> Write down at least one action to take away from today.
> Really think about how you’re presenting yourself o...
Thank you
Mel Carson| Delightful Communications | @MelCarson
Erin Zefkeles| Bing Ads | @ErinZef
Personal Branding Tips for Digital Marketers
Personal Branding Tips for Digital Marketers
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Personal Branding Tips for Digital Marketers

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Presentation at ClickZ Live in New York on Personal Branding for Digital Marketers with Erin Zefkeles from Microsoft's Bing Ads team.The internet is not just crowded with brands vying for consumers’ attention at every turn, it’s jam packed with gurus, experts and aficionados who claim to be “AdWords Obsessed” or “Social Media Divas” who promote themselves as the thing you need to take your business to the next level through digital marketing. In this session, Mel Carson from Delightful Communications and Erin Zefkeles from Bing Ads, will explore why taking care of your personal brand is so very important in the digital age, and how you can position yourself as an authentic, educated and trustworthy source of advice to your clients and potential customers. There won’t be a whiff of snake oil, we promise!

Personal Branding Tips for Digital Marketers

  1. 1. Personal Branding How to stand up and stand out as a digital marketer Erin Zefkeles| Bing Ads | @ErinZef Mel Carson| Delightful Communications | @MelCarson slideshare.net/bingads
  2. 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 is UK, the grin is because daughter #2 was born two weeks ago
  3. 3. Defining Brand, Seth Godin set of expectations, memories, stories and relationships @ErinZef | @MelCarson | #CZLNY
  4. 4. @ErinZef | @MelCarson | #CZLNY
  5. 5. @ErinZef | @MelCarson | #CZLNY
  6. 6. @ErinZef | @MelCarson | #CZLNY
  7. 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. 8. We Spend 27% of Our Time on Social Media c @ErinZef | @MelCarson | #CZLNY
  9. 9. @ErinZef | @MelCarson | #CZLNY
  10. 10. SPEAKER SOCIALIZER WRITER DOER Personal Brand Sweet Spot @ErinZef | @MelCarson | #CZLNY
  11. 11. Elements for success @ErinZef | @MelCarson | #CZLNY
  12. 12. @ErinZef | @MelCarson | #CZLNY
  13. 13. @ErinZef | @MelCarson | #CZLNY
  14. 14. Brand Building through PR and Social @ErinZef | @MelCarson | #CZLNY
  15. 15. Source: Rand Fishkin, Moz.com 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. 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. 17. Pioneers of Digital @ErinZef | @MelCarson | #CZLNY
  18. 18. Your Personal Brand Needs Reflection @ErinZef | @MelCarson | #CZLNY
  19. 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. 20. The DNA of successful and enduring digital content has FOUR main elements: AUTHENTIC USEFUL RELEVANT ACTIONABLE @ErinZef | @MelCarson | #CZLNY
  21. 21. @ErinZef | @MelCarson | #CZLNY
  22. 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. 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. 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. 25. Branding yourself as a digital expert Authentic Educated Trustworthy @ErinZef | @MelCarson | #CZLNY
  26. 26. Formal credibility @ErinZef | @MelCarson | #CZLNY
  27. 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. 28. Success Measurement Keep to a disciplined communication cadence as closely as possible. @ErinZef | @MelCarson | #CZLNY
  29. 29. Success Measurement Increase in engagement with, and sharing of content from your social channels. @ErinZef | @MelCarson | #CZLNY
  30. 30. Success Measurement Increase in mentions of you in and around digital marketing community, industry press and digital publications. @ErinZef | @MelCarson | #CZLNY
  31. 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. 32. Success Measurement Increase in positive sentiment towards you and your company internally and externally. @ErinZef | @MelCarson | #CZLNY
  33. 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. 34. Thank you Mel Carson| Delightful Communications | @MelCarson Erin Zefkeles| Bing Ads | @ErinZef

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