how to build a personal brand online with mel carson

@MelCarson@MelCarson

How to Build a Personal Brand OnlineMel Carson – Delightful Communications - @MelCarson

@MelCarson@MelCarsonGreat Example of Someone Who’s Out of

Touch

@MelCarson@MelCarsonAnd Get’s Even More Out of Touch

@MelCarson@MelCarson

A Little Background….

@MelCarson@MelCarson

What We’ll Talk About Today……

1What do We Mean by “Brand”?

2What & Why Personal Branding?

3How to Kick Start Your Personal Brand

4How You Can Show Up for Your Company

@MelCarson@MelCarson

Showing Up for Your Company

• Just 15% of people trust brand messages.

• 90% of people will trust the opinion of a peer, friend or family member.

• Overlap between brand’s followers and employees is just 8%.

@MelCarson@MelCarson

Ultimate Goals for Brand You!

1Be Discoverable

2 Be Sharable

3 Be Memorable

@MelCarson@MelCarson

What is a Brand?

@MelCarson@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.

““

@MelCarson@MelCarson

Brand is Experience!

@MelCarson@MelCarson

Brand is Experience!

@MelCarson@MelCarson

Brand is Experience!

@MelCarson@MelCarson

Brand is Experience!

@MelCarson@MelCarson

What and Why Personal Branding?

@MelCarson@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

@MelCarson@MelCarson

27% of Time on Social Media

Source: Experian Marketing Services

c

@MelCarson@MelCarson

Bonfires = Social/Community

@MelCarson@MelCarson

Fireworks = PR/Events

@MelCarson@MelCarson

SPEAKERKeynotes & panels

SOCIALIZERSocial media following

WRITERArticle & interview contributor

DOERSuccessful track record

Personal Brand Sweet Spot

@MelCarson@MelCarson

AGILITYClose to real time

VALUE EXCHANGEContributes both ways

REGULAR CONTACTSteady communications cadence

UTILITYUseful content

Elements for Success

@MelCarson@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.

@MelCarson@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.

@MelCarson@MelCarson

Action – Start Architecting Your Personal Brand

@MelCarson@MelCarson

My Book: Pioneers of Digital

@MelCarson@MelCarson

Action 1 5 IN 5 ABOUT YOU

@MelCarson

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?

@MelCarson

Action 2PROFESSIONAL PURPOSE

@MelCarson@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

@MelCarson@MelCarson

In one sentence, sum up your professional purpose!

@MelCarson

Action 3PERSONAL BRANDING STATEMENT

@MelCarson@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

@MelCarson

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

@MelCarson@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

@MelCarson@MelCarson

Online Personal Branding Tactics

@MelCarson@MelCarson

The Science of Great Content = AURA

The DNA of successful and enduring digital content has FOUR main elements:

AUTHENTIC

RELEVANTACTIONABLE

USEFUL

@MelCarson@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

@MelCarson

Delightful Travel@DTravel

@DTravel

MEASURABLE

ACTIONABLEAFFORDABLE

CUSTOMER-CENTRIC

EMOTION

REAL-TIME

Well Thought Out Tweet

@MelCarson

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

Well Thought Out Facebook Update

@MelCarson@MelCarson

Encourage Channel HoppingLink Content and Channels

@MelCarson@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.

4Revisit your LinkedIn account. It needs to be a living professional profile.

5Add social channels to email footers, biz cards and out of office responders.

@MelCarson@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.

@MelCarson@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!

@MelCarson@MelCarson

Success Measurement

Keep to a communication cadence as closely as possible.

@MelCarson@MelCarson

Success Measurement

Increase in engagement with, and sharing

of content from your social channels.

@MelCarson@MelCarson

Success Measurement

Increase in mentions of you in and beyond your industry niche press and digital publications.

@MelCarson@MelCarson

Success Measurement

Increase in placements and requests for you to speak or participate at conferences and events in and beyond the your niche.

@MelCarson@MelCarson

Success Measurement

Increase in positive sentiment towards you internally and externally.

@MelCarson@MelCarson

Next Steps

1) Actions > 5 in 5, Professional Purpose & Personal Branding Statement

2) Revisit LinkedIn and other social profiles to make them more discoverable, sharable & memorable3) Have fun and good luck…

@MelCarson

Thank you!MEL@DelightfulCommunications.com@MELCARSON

@MelCarson@MelCarson

Delightful’s Credentials

• 15 years of global integrated marketing/digital PR experience

• Speaker, blogger and published author

• Former Microsoft Digital Marketing Evangelist.

• Early-adopter who helped spearhead Microsoft’s foray into Social Media & Digital PR back in 2006

• Has spoken about digital, search and social advertising and marketing at over a hundred conferences around the world

• Ran event social media strategy and execution at 4 Cannes Lions and 3 Advertising Week NYC events generating over 3m earned media impressions and engagements

• Fun Fact: Played the “Young Joe Cocker” in the music video “N’Oubliez Jamais” alongside French cinema icon Catherine Deneuve

Mel Carson is Delightful Communication’s Founder: