Personal BrandingMel Carson – Delightful Communications - @MelCarson
The Art of Making
Your Mark
#SIC2014 ~ @MelCarson
#SIC2014 ~ @MelCarson
#SIC2014 ~ @MelCarson
A Little Background….
#SIC2014 ~ @MelCarson
Ultimate Goals for Brand You!
1Be Discoverable
2 Be Sharable
3 Be Memorable
#SIC2014 ~ @MelCarson
What is a Brand?
#SIC2014 ~ @MelCarson
Defining Brand, Seth Godin
A brand is 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.
If the consumer doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.
““
#SIC2014 ~ @MelCarson
Brand is Experience!
#SIC2014 ~ @MelCarson
Brand is Experience!
#SIC2014 ~ @MelCarson
Brand is Experience!
#SIC2014 ~ @MelCarson
Brand is Experience!
#SIC2014 ~ @MelCarson
What and Why Personal Branding?
#SIC2014 ~ @MelCarson
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 & Social
TRUSTED
ESSENTIAL
REMARKABLE
UNMISTAKABL
E
#SIC2014 ~ @MelCarson
27% of Time on Social Media
Source: Experian Marketing Services
c
#SIC2014 ~ @MelCarson
Bonfires = Social/Community
#SIC2014 ~ @MelCarson
Fireworks = PR/Events
#SIC2014 ~ @MelCarson
SPEAKERKeynotes & panels
SOCIALIZERSocial media following
WRITERArticle & interview contributor
DOERSuccessful track record
Personal Brand Sweet Spot
#SIC2014 ~ @MelCarson
AGILITYClose to real time
VALUE EXCHANGEContributes both ways
REGULAR CONTACTSteady communications cadence
UTILITYUseful content
Elements for Success
#SIC2014 ~ @MelCarson
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 the brand and generate exposure through ensuring useful and relevant content is discoverable and shareable.
#SIC2014 ~ @MelCarson
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.
#SIC2014 ~ @MelCarson
Action – Start Architecting Your Personal Brand
#SIC2014 ~ @MelCarson
My Book: Pioneers of Digital
#SIC2014 ~ @MelCarson
Action 1 5 IN 5 ABOUT YOU
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?
Action 2PROFESSIONAL PURPOSE
#SIC2014 ~ @MelCarson
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.
My Professional Purpose
#SIC2014 ~ @MelCarson
In one sentence, sum up your professional purpose!
Action 3PERSONAL BRANDING STATEMENT
#SIC2014 ~ @MelCarson
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.
My Personal Branding Statement
In no more than three sentences, sum up your professional you!
#SIC2014 ~ @MelCarson
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
Online Personal Branding Strategies
#SIC2014 ~ @MelCarson
Online Personal Branding Tactics
#SIC2014 ~ @MelCarson
The Science of Great Content = AURA
The DNA of successful and enduring digital content has FOUR main elements:
AUTHENTIC
RELEVANTACTIONABLE
USEFUL
#SIC2014 ~ @MelCarson
USE IMAGESUSE VIDEOINCLUDE LINKSBE TWEETABLE
Multimedia Drives Reach & Engagement
Add multimedia elements
to your blog posts and articles to increase reach, engagement, shares & views.
Source: PR Newswire
Delightful Travel@DTravel
@DTravel
MEASURABLE
ACTIONABLEAFFORDABLE
CUSTOMER-CENTRIC
EMOTION
REAL-TIME
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!
ASPIRATIONAL SOMETHING FOR EVERYONE
WE TAKE CARE OF YOU
PRODUCT DETAIL
CALL TO ACTIONPERSONALITY
#SIC2014 ~ @MelCarson
Encourage Channel Hopping
#SIC2014 ~ @MelCarson
Online Personal Branding Checklist
1 Create a thoughtful bio with links.
2 Have a professional photo that exudes your brand.
3 Name photo file is Your-Name.JPG.
4Comprehensively overhaul your LinkedIn profile. Add meat to all roles and having a robust summary.
5Add social channels to email footers, biz cards and out of office responders.
#SIC2014 ~ @MelCarson
Online Personal Branding Checklist
7 Follow #eventhashtag and engage.
8Share company news & aligned content. Show well-rounded expertise .
9 Re-purpose content across channels. Slice and dice to maximize ROI.
10
Follow-up with everybody that engages on social channels. Be delightful.
6 Social signals during presentation.
18
#SIC2014 ~ @MelCarson
Recommend a new photo as an avatar for cross-social channel use too!
MORE LESS
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!
#SIC2014 ~ @MelCarson
Success Measurement
Keep to a communication cadence as closely as possible.
#SIC2014 ~ @MelCarson
Success Measurement
Increase in engagement with, and sharing
of content from your social channels.
#SIC2014 ~ @MelCarson
Success Measurement
Increase in mentions of you in and beyond your industry niche press and digital publications.
#SIC2014 ~ @MelCarson
Success Measurement
Increase in placements and requests for you to speak or participate at conferences and events in and beyond the your niche.
#SIC2014 ~ @MelCarson
Success Measurement
Increase in positive sentiment towards you internally and externally.
#SIC2014 ~ @MelCarson
Next Steps
1) Actions > 5 in 5, Professional Purpose & Personal Branding Statement
2) Really think about how you’re presenting yourself on and offline
3) Have fun and good luck…
Thank [email protected]@MELCARSON