In a digital world where brands are fighting to dominate the search and social landscape across our all devices, we must never forget those companies are made up real people who hold much power as advocates for their business. Mel will take you through some best practices for effective personal branding and demonstrate how learning to stand up and stand out in your niche can reap not just personal rewards, but be an effective marketing strategy for your company as a whole.

1. The Art of
Making Your
Mark

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A Little Background….

5. 1 Be Discoverable
2 Be Sharable
3 Be Memorable
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“
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Source: Experian Marketing Services
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19. Source: Rand Fishkin, Moz.com
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INBOUND
MARKETING
Inbound marketing tactics amplify the brand and generate exposure
through ensuring useful and relevant content is discoverable and shareable.

20. SHARE THE BRAND
Successful sharing of knowledge and
thought leadership occurs near brand.
#SIC2014 ~ @MelCarson
SUCCESS STORIES
Increases opportunities for more
stories via press and speaking.
ENGAGE WITH BRAND
Marketing community engage and share
content increasing affinity and reach.
INCREASE FOLLOWING
Authentic & generous sharing of
expertise builds engaged following.

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23. Action 1
5 IN 5 ABOUT YOU
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24. Think about your educational
background.
How did you get into your
niche?
What are your professional
passions?
What do you find hard?
Where would you like
to be in 3 year’s time?

25. Action 2
PROFESSIONAL PURPOSE

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To educate and inspire the business
community to do meaningful and enduring
work using digital media (both on and offline)
with tenacity, curiosity and good humor.

27. In one sentence, sum up your professional purpose!
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28. Action 3
PERSONAL BRANDING STATEMENT

29. Focusing on helping businesses and individuals achieve
success through enduring social media, digital PR and
personal branding strategies, my 14 years online advertising
industry experience and 7 years at Microsoft as their Digital
Marketing Evangelist, enables me to provide counsel to my
clients that is truly relevant, robust and real-time.
Always striving to keep pace with the ever-changing nature
of digital media and technology, I aim to improve my
clients’ competitive position through partnership, tenacity
and accountability.
#SIC2014 ~ @MelCarson

30. In no more than three sentences,
sum up your professional you!

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1 Be social by design
2 Optimize your speaking engagements
3 Divide your social media time
4 Invest in writing/speaking courses
5 Take an interest in others

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33. The DNA of successful and
enduring digital content has
FOUR main elements:
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AUTHENTIC
USEFUL
RELEVANT
ACTIONABLE

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Source: PR Newswire

35. Delightful Travel
@DTravel
CUSTOMER-CENTRIC EMOTION
AFFORDABLE
MEASURABLE
@DTravel
ACTIONABLE
REAL-TIME

36. PRODUCT DETAIL
ASPIRATIONAL
SOMETHING
FOR EVERYONE
Always fancied a “wee dram” on a beautiful
Scottish Island filled with coastal walks and
magnificent wildlife? Leave your rental car keys
behind on this tour of 8 of Scotland’s finest
whiskey distilleries. “Like” and we’ll do a little jig!
WE TAKE
CARE OF YOU
CALL TO ACTION PERSONALITY

37. Encourage Channel Hopping
#SIC2014 ~ @MelCarson

38. 1 Create a thoughtful bio with links.
2 Have a professional photo that exudes
#SIC2014 ~ @MelCarson
your brand.
3 Name photo file is Your-Name.JPG.
4
Comprehensively overhaul your
LinkedIn profile. Add meat to all
roles and having a robust summary.
5 Add social channels to email footers, biz
cards and out of office responders.

39. 6 Social signals during presentation.
7 Follow #eventhashtag and engage.
8 Share company news & aligned
content. Show well-rounded expertise .
9 Re-purpose content across channels. Slice
#SIC2014 ~ @MelCarson
and dice to maximize ROI.
10 Follow-up with everybody that engages
on social channels. Be delightful.
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40. 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!
Recommend a new photo as an avatar for cross-social channel use too!
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MORE LESS

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Keep to a communication
cadence as closely as possible.

42. Increase in engagement with, and sharing
of content from your social channels.
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43. Increase in mentions of you in and beyond your
industry niche press and digital publications.
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44. Increase in placements and requests for you
to speak or participate at conferences and events
in and beyond the your niche.
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45. Increase in positive sentiment towards you
internally and externally.
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46. 1) Actions > 5 in 5, Professional Purpose &
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Personal Branding Statement
2) Really think about how you’re presenting
yourself on and offline
3) Have fun and good luck…