Presentation for Senator Leahy's 2016 Women's Economic Opportunity Conference.

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Personal Branding in the
Digital Age
Alexandra Tursi, Social Media Strategist

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What is a brand, anyway?
 Logo
 Product
 Service
 Character
 Color
 Slogan
 Jingle
 Reputation
 Experience

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What is a personal brand?
“A strong personal brand is a
mix of reputation, trust,
attention, and execution.”
– Chris Brogan

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Step #1: Identify Your
Personal Brand

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Get introspective!
 What is your passion and/or expertise?
 How does that translate into something of value that you
provide to others?
 What makes you different?
 What is your core message?
 TO DO: Personal Branding Worksheet

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My answers
 What is your passion and/or expertise?
 Social media and health
 How does that translate into something of value that you
provide to others?
 Social media strategy for health brands
 What makes you different?
 Academic medical center, advanced degree, evidence-based
approach
 What is your core message?
 Social media can help people live healthier lives.

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Step #2: Set up a website.

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Mantra
“Don’t rent when you can buy.”

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Get a website & start blogging!
 Buy your own domain name.
 Use an easy-to-use content management system, like
Wordpress, Squarespace and Wix.
 Sign up for Google Analytics.
 Blog to keep your site updated and to benefit from SEO.

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Example: Pure Beauty
 Leads with an image
that speaks to her
brand
 Core message is
highlighted

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Example: Krista Gray Consulting

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Example: Kristi Hines

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Example: Kristy Dooley

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Example: Kristy Dooley - Blog

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Step #3: Launch social media
channels

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Look and feel (and more!)
 Be consistent across your social media channels
 Use the social media size cheat sheet
 Use the same name
 Add a good photo or logo, profile and custom background to each
 Well-written profile and bio
 Maximize character count
 Be specific, not general (Show, don’t tell)
 Brag, but don’t exaggerate or lie
 Promote your social media presence
 Actively engage in conversation!

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Top social media channels
 Facebook
 Twitter
 LinkedIn
 YouTube
 Pinterest
 Instagram

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Create a Facebook Page
 #1 social network site
 More than 1 million small businesses spend $100 million on
Facebook advertising
 Great for B2C, B2B, and branding
 Ideal for relationship building and brand advocacy

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Example: Little Red Fox Bakery
 Cover
 Profile photo
 About
 Vanity URL
 Call to action
button
 Custom page tabs

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Example: Little Red Fox Bakery

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Example: Pure Beauty

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Example: Evolution Yoga

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Join Facebook Groups!

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Get a Twitter account
 Great for PR – the media is all over Twitter!
 Great for events – get your fans to tweet!
 Hashtags are helpful
 Getting noticed
 Growing your audience
 Twitter chats: Share your expertise
 Remember: Largely used in urban settings

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Example: Little Red Fox Bakery

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Example: Danielle Livellara

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Customize your LinkedIn profile
 Professional networking to the hilt – 400M users
 Opportunity to get recruited
 Follow and learn about companies – or share about your own
 Publish and engage in thought leadership
 Stay on the leading edge of industry news

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Example: Danielle Livellara

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Example: Danielle Livellara
 Keyword rich
 Personal
 Show, don’t tell – examples
of speaking engagements

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Example: Danielle Livellara
 Talk up your business
and experience!

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Example: Danielle Livellara
 Get endorsed and
recommended to
build your
reputation!

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Create a YouTube channel
 World’s second largest search engine
 Brand your profile
 Channel name, profile set-up, channel information, themes and
colors, latest video, add social media links
 Create remarkable videos
 Short and sweet, stable camera, decent background, good sound
and lighting
 Include a call-to-action
 Promote your videos

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Example: Michelle Phan

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Pin on Pinterest
 Join as a business and confirm your website
 Add the “Pin it” button to your website
 Showcase your work: articles, blog posts, books, pictures…
 Curate wisely
 Reading lists of books or articles from your industry
 Industry stats, research, study, infographics
 Personal interests that humanize your brand
 Tools help: Try Pinstamatic, Canva, and Piktochart

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Example: Me!

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Example: Green Wedding Shoes

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Example: Moorea Seal

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Take photos on Instagram
 Find your niche
 Then, develop a style or theme
 Tell a story with each post
 Post often
 Find your influencers and photographers
 Send out samples
 Hashtags are helpful
 Linking is a challenge

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Example: Little Red Fox Bakery

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Use a social media dashboard

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Social media dashboards
 Hootsuite
 Sprout Social
 Tweetdeck

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Questions?