Personal Branding presentation for Accenture International Women's Day Event in Singapore 2016
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Privileged to be invited to speak during Accenture's IWD event in Singapore. Great ladies, and building a strong personal brand is a massive opportunity for everyone, but I would love to see more women embracing the professional opportunity it provides #LetsBeGreaterThan #personalbranding #employeeadvocacy #blogging #socialmedia #pledgeforparity
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Personal Branding presentation for Accenture International Women's Day Event in Singapore 2016
- 1. We Are All Brands Let’s #BeGreaterThan How to Rock a Personal Brand and Build Your Dream Career
- 4. @AndreaTEdwards #BeGreaterThan What has changed? How we buy & learn has fundamentally shifted Consumers are 92% of the way through the sales cycles before we even come to a brand. We are learning and deciding outside the brand. Source: Nielsen
- 6. But YOU are important to Accenture 15% of people trust recommendations from brands 83% trust recommendations from people they know [Source: Nielsen Global Trust in Advertising Report 2015]
- 7. 777 Which is why content marketing is important to you and not a fluffy buzzword It’s the core of the future and of your career
- 8. @AndreaTEdwards #BeGreaterThan Content Marketing is fundamentally about business transformation It is not something the marketing team ‘does’ Everyone must be on board and it starts at the top
- 9. @AndreaTEdwards #BeGreaterThan “If you want to sell me a camera, tell me how to take great photos” CMI Best Definition
- 11. @AndreaTEdwards #BeGreaterThan Speaking about your brand, products or services – that’s marketing; still relevant but different It’s about speaking to the whole customer Content Marketing is not
- 13. @AndreaTEdwards #BeGreaterThan 1 2 3 4 = danger zone 5 = your brand is valued 6 = business ecosystem The 6 Levels of Content Marketing
- 14. @AndreaTEdwards #BeGreaterThan And Let’s Face It If your employees aren’t your biggest fans, you’ve got problems WAY bigger than social media Jay Baer
- 15. @AndreaTEdwards #BeGreaterThan 7 Elements for Success? Trust Open guidelines Your brand is valued Make it easy Measurement Champions Coaching – 9% vs 75%
- 16. 161616 As brands, as individuals, you have to be amazing. How do you do that?
- 17. @AndreaTEdwards #BeGreaterThan What is personal branding? How should we think about it? It’s you. It’s what you stand for. It’s what you believe in. It’s how you think. It’s how you act. It is you packaged up and presented to the world online.
- 18. @AndreaTEdwards #BeGreaterThan #socialceo 2015 61% Fortune 500 CEOs have NO social presence at all It was 68% in 2014 Only 50 of the Fortune 500 CEOs have Twitter Accounts. 60% are active +8
- 20. @AndreaTEdwards #BeGreaterThan …dominates as the “entry network” of choice among CEOs Of CEOs with only one network, 70% chose LinkedIn
- 21. Personal branding is culturally challenging Cultural – America Vs rest Selling & telling Not getting benefits to us and our business Our role in our community
- 22. @AndreaTEdwards #BeGreaterThan Don’t Add to the Noise In the last 10 years we have created more information than in ALL of human history And, it’s expected to double in the next two years Average attention span dropped from 12 seconds in 2000 to 8 seconds in 2015 Statistic Brain
- 23. @AndreaTEdwards #BeGreaterThan SupportersCreators Lurkers The 1/9/90% Rule You have to be in the top 10%
- 25. 252525 Let’s get stuck into the who, why and how My tips for a strong start
- 26. @AndreaTEdwards #BeGreaterThan If you want to build a strong, authentic personal brand Run your own race!
- 28. @AndreaTEdwards #BeGreaterThan Let’s Get to a Place of Meaning • What makes me stand out in a crowd? • When I light people up, what am I talking about? • What is my expertise? Am I unique in it? • What are my core values? • What comes easily to me? • What do I read about until the early hours of the morning? • What do I get up early for – eagerly? • What do I enjoy professionally? • What gives me energy? What feeds my spirit? • What do people compliment me on?
- 30. @AndreaTEdwards #BeGreaterThan A passionDifferent future Aligned to other leaders Support career aspirations Part of a global discussion Better connected to customers Respected thought leader or visionary Media influencer
- 31. 313131 Then it’s the Where & How
- 33. @AndreaTEdwards #BeGreaterThan Sharing great information aligned to your brand How?
- 38. @AndreaTEdwards #BeGreaterThan Easiest Place to Find it?
- 39. @AndreaTEdwards #BeGreaterThan External Content Aligned to Your Voice
- 41. @AndreaTEdwards #BeGreaterThan Blogging • It’s how you stand out • Builds careers • Influencers blog • Share wisdom, inspire teams, help customers • Define yourself • Core of social leadership
- 42. @AndreaTEdwards #BeGreaterThan • Answer customer questions • Learnings from industry conversations • Share specialist knowledge • Challenges and possible solutions • Trends and what you’ve learnt • HR – recruitment, retention, tips, career advice • Marketing – growth hacking, CX, content marketing • Leadership – leading teams, managing crisis, etc. • LinkedIn Themes - #HowIHire #IfIwere22 #Thankyoumentor What Should I Blog About?
- 43. 43 But You Have to Look Good Too
- 46. @AndreaTEdwards #BeGreaterThan Where Can I Find Images? • Media coverage? • SlideShare decks? • LinkedIn blog posts? • Other blogs posts? • Photos at work • Event photos • Company photos • Off-sites • Team activities
- 47. @AndreaTEdwards #BeGreaterThan 8 Simple Steps for a Quick Start
- 48. @AndreaTEdwards #BeGreaterThan Be kind, be careful. Never judge or criticise Make hashtags a habit. It connects you to ideas and audiences Support friends and people you admire Join and participate in groups; LinkedIn, Tweet chats Find content and share often. Always, always add your opinion Be realistic about what you can do and commit Define your voice – what you stand for ommit to sharing Accenture content 1x week or more
- 49. BUT T – is it True? H – is it Helpful? I – is it Inspiring? N – is it Necessary? K – is it Kind?
- 52. @AndreaTEdwards #BeGreaterThan The basic rule? Always, always remember it’s not about you! It’s about serving your customer, your audience
- 53. Today you are a….
- 54. @AndreaTEdwards AndreaTEdwards andreatedwards.com Andrea T Edwards Andrea Edwards @NovusAsia Novus Asia Novus Asia WeAreNovusAsia
Editor's Notes
- Helping them succeed Keeping them informed on relevant issues Improving their lives Answering their questions
- Level 1 – Content Marketing? What is it? Level 2 – We have a corporate blog & branded social accounts Level 3 – We have a company-branded blog, with a mix of outside contributors Level 4 – We leverage employees using software to pass targeted marketing content to their social networks Level 5 – We help employees – nearly all of them – create content in their own voice and then feature their insights on our site, demonstrating their expertise as a way to incorporate their personal brands with our corporate brand Level 6 – We have moved beyond our business and now incorporate the entire ecosystem of our company – customers, partners, influencers, associations, etc..
- It’s how you stand out Builds careers - internal & external Influencers blog – it’s how you become one It’s the platform to share wisdom, inspire teams, help customers It an opportunity to capture the essence of what you believe/know Blogging is the core of this new social world
- It’s about the customer of your content & the value you deliver You must consistently put yourself in their shoes This new world is all about giving – it’s where you can really shine
- Nurture, it, protect it, value it and make sure it stands for something remarkable. Understand its value to your business – which goes both ways