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!

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. @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. 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

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10. SPEAKER
SOCIALIZER WRITER
DOER
Personal Brand Sweet Spot
@ErinZef | @MelCarson | #CZLNY

11. Elements for success
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14. Brand Building through PR and Social
@ErinZef | @MelCarson | #CZLNY

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. 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