Personal Branding lecture by Andrew Ford - Southern School of Natural Medicine

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I was hired to present to the medical practitioners of the Southern School of Natural Medicine in April of 2014. They were doing their capstone subject Professional Practice and I was called in to teach them the power of a Personal Branding.

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Personal Branding lecture by Andrew Ford - Southern School of Natural Medicine

  1. 1. WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord
  2. 2. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Personal Business Monday 10th March 2014
  3. 3. Andrew Ford Why I can help you A lot of people understand technology, but can they understand you and clearly communicate technology solutions to solve your specific issues and meet your goals? Why expert in your industry? The Personal Expert the experts choose: - Dr John Demartini - Matt Rockman - Jules Lund - Francis Leach - Grant Smillie - St Ali - Telstra - Toshiba - IBM - Entrepreneurs - Key Person of Influence - Celebrities - Athletes
  4. 4. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Problem How to stand out in a noisy world
  5. 5. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Search Massage Therapist
  6. 6. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Solution Attract rather than Seek
  7. 7. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 But How? “80 million people are Googled every day” - Ruby Media Group
  8. 8. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Lead People to You
  9. 9. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Be Found Google has changed their strategy with the latest Hummingbird release, in simple terms the better the content the higher you go – no more technical tricks to get higher search results. This works perfectly with the social media strategy of positioning yourself with your experts with content. Content is the key!
  10. 10. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Keep it Simple
  11. 11. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Personal Branding
  12. 12. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Who it works for People Driven Businesses
  13. 13. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 It works because… “90% of people trust a peer recommendation and only 14% trust advertising” - Eric Qualman
  14. 14. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Push Marketing • Advertising • Marketing • Ads • Google SEM • Social ads • Push • Money • Quick and stop Change in Thinking Attraction Marketing • Branding • Networking • Content • Google SEO • Social posts • Attraction • Effort • Slow and continued
  15. 15. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
  16. 16. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Create Attraction Learn the process
  17. 17. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Case Example Cameron Kealy, Osteopath
  18. 18. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Challenge “Rebrand Cameron from general Osteopath to an Expert in Migraine Solutions”
  19. 19. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Solution Tagline Biography Website Photography Social Media
  20. 20. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Your Photos Before After
  21. 21. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Your Tag Line Before After LinkedIn: Lecturer in Osteopathic Technique (Indirect Technique) LinkedIn: Experienced Osteopath specialising in sport related injuries, pain relief and migraine
  22. 22. Your Biography Before After Dr Cameron Kealy - Professional Biography www.recharge.com.au Dr Cameron Kealy is an elite Osteopath with over fifteen years experience working in private practice and a particular interest in treating migraines. Deeply passionate about helping others and committed to ongoing research, Cameron has undertaken a life long quest to discover how his patients can reconnect with their bodies and attain good health and wellbeing. With post-graduate level qualifications, gained whilst studying in both the USA and Australia and a particular focus on head and neck treatment and Osteopathic Cranial technique, Cameron works with a range of people with unique osteopathic issues. These can vary from basic extreme neck and back tightness, to more serious conditions, which can result in reoccurring headaches and migraines. Cameron founded Recharge in 2004 in order to address the needs of frustrated migraine sufferers. He found that most GPs or specialists prescribed medication to deal with their patient symptoms, but it did little to fix the cause of the ailment and medication often came with unwanted side effects like drowsiness or weight gain. Under Cameron’s direction, the physicians at Recharge have designed a unique program, which unites proven techniques of migraine treatment into a simple four-step process. By locally releasing the nerves in and around the skull, restoring body alignment and taking the stress off the head and neck and addressing dietary stress and other pertinent lifestyle issues including exercise, sleep or stress management, Cameron provides his patients with a truly holistic solution. As a result, his patients have discovered that the program reduces the severity and frequency of migraines, often to the point where they experience few, if any migraines at all. He also consults with a range of sports people, from current elite AFL players with problem injuries, to weekend joggers with niggles and office workers that have developed problems due to a sedentary lifestyle. In 2003, Cameron as appointed as the NSW president of the Australian Osteopathic Association and has continued his commitment to furthering the education of the next generation by lecturing in Osteopathic technique to Masters students at Victoria University. Away from the office, Cameron enjoys getting back to nature by running outdoors, a passion he’s had since childhood. He also contributes to the community, supporting education programs for disadvantaged children including The Smith Family. Cameron is currently setting up The Migraine Clinic in Melbourne and hopes this will leave a legacy of making a significant and lasting contribution to the treatment of ongoing migraines. Cranial Osteopathic Treatment is a new area in science that has incredible benefits for migraine sufferers and with Cameron’s vision to combine the best new techniques with traditional Osteopathic Treatment he hopes to revolutionise the industry and create programs that work in conjunction with GPs or specialists in order to give the best possible outcome for patients. The ground-breaking work Cameron has undertaken has made a significant contribution to the medical profession, to the betterment of patients around the world. His dedication and unwavering commitment to helping people live happier, more enjoyable and pain free lives has inspired a generation of Osteopathic specialists. With a belief that when people are feeling healthier, and adopting a healthier lifestyle, they radiate a more positive effect on those around them, the effect of Cameron’s treatments is exponential.
  23. 23. Your Website Before After
  24. 24. Your Social Media Before After
  25. 25. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Understand
  26. 26. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Understand Your Business
  27. 27. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Understand Yourself Invest in the tests You Strengths Personality Intelligence Values
  28. 28. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 What’s Your Digital Brand? More in importantly… How would you like to be viewed Understand Your Brand
  29. 29. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Build Your Brand
  30. 30. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Essential Brand Assets Tagline Biography Website Photography Social Media
  31. 31. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Step 1 Photography
  32. 32. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Hero Shot • White or dark background • In studio • Chest up headshot • Open, friendly, smile • It’s all in the eyes • Think of yourself doing what you love at work • Dress as you would at work • Wear your star outfit Star Photos Personality Shots • What is your personality? • Bring several changes of clothes • Full length, siting, mix it up • Creative expressions • Be more you • Think of you doing an activity you love • Weekend wear
  33. 33. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Before… Star Photos After…
  34. 34. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Before… Star Photos After…
  35. 35. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Tips • Invest in a professional photo with at least 2x shots • Name your photo ‘your name, company, location’ • Put the photo on all your social media, company websites and other digital assets • If you present at a conference ask them to put your picture online Star Photos
  36. 36. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Step 2 Tag Line
  37. 37. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Tag Line Tips • Describe your value not your job title • Make it key word specific for your services • Can feature your company name • Can tell a story, it depends on what your attracting Places • LinkedIn • Personal Website • Company Website • Biography • About.me • Facebook • Twitter • Google + • Pinterest
  38. 38. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Tag Line Examples “Marketing Expert experienced in Social Media focussing on Digital Personal Branding at Social Star Agency” “Account Manager at Data#3” “Attracting and evaluating opportunities for early stage investment”
  39. 39. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Step 3 Biography
  40. 40. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Full Bio • 500 words max • One page with photo • Personality and qualifications • Written in third person • Personal website • Conferences Star Bio’s Short Bio • 300 words • LinkedIn, Facebook, Google + etc • Company website • Take out qualifications section
  41. 41. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Before… Star Bio’s After…
  42. 42. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Tips • Invest in a professional bio, big or small • Add your company logo, address, website and other details to it • Have it on your website as text for Google SEO, but also as a downloadable PDF • Cut different versions for the style of social media • If you present at a conference ask them to put in on their website Star Bio’s
  43. 43. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Step 4 Website
  44. 44. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Company Website • Ensure you have your name, photo and bio there • Have LinkedIn connection • Have your photo correctly named • Have your information as text not images Star Website Personal Website • Buy www.yourname.com.au • If not available buy .net.au or .me.au • Create a site in Wix, Weebly, Wordpress or Square Space • Create a blog from here • Create links to your work website • Connect all social media
  45. 45. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Before… Personal Website After…
  46. 46. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Digital Card About.me
  47. 47. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Tips • Buy your URL and get a simple website up • Push it to Google and other search engines http://www.google.com/submityourcontent/ • You can create other sites to add weight to your content, e.g. About.me (online business card) http://about.me/Fordy/# • Add content regularly • Get people to link to your site e.g. Via blogs or social media Star Website
  48. 48. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Step 5 – Social Media Channels
  49. 49. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Connection Channels • LinkedIn • Facebook • Google + • Blog followers • Email subscriptions Social Star Broadcast Channels • Twitter • Pinterest • Instagram • YouTube • Snap Chat
  50. 50. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Tips • Only use the sites you like and know • Mandatory strategies for Facebook, LinkedIn and Google • Personal sites: Personal/Personal, Personal/Business, or Business/Business • They require time and attention • Get correctly designed artwork for each site • Don’t rely on only one site Social Star
  51. 51. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Measurement KloutSocial Tools
  52. 52. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Leverage
  53. 53. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Content is Key
  54. 54. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Your Content • Have an opinion! • Need to be authentic • Position you as an expert in your field • Blogs are great • Create a content plan • 5:1 rule Star Content Others Content • Create Google alerts on topic in your field • Share others content you respect • Site others work • No more than 50%
  55. 55. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Personal Content • Facebook – when inspired • LinkedIn – update when changes • Twitter – often as you like! Star Content Business Content • Create Google alerts on topic in your field • Share others content you respect • Site others work • No more than 50%
  56. 56. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Social Star 5 Point Content Plan Star Content Personality Knowledge OpinionFact Network
  57. 57. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Write a Book Or at least publish… eBook Blog Article
  58. 58. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Network Strategy
  59. 59. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Business • Customers and partners • Don’t sell, inform • Doing deals • Value exchange = what is your value to them and their value to you? • Online is to get offline • Great for research • LinkedIn Star Networking Social • Influencers and recommenders • Don’t sell, educate • Creating community • Entertain or inform • Can be online only • Go for the opinion leaders in your niche • Great for feedback • Facebook, Twitter
  60. 60. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Star Positioning What do you do?
  61. 61. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Star Pitch Four Step Process 1. What is the problem you solve 2. What is the solution to that problem you offer 3. Why you – credibility and emotion 4. What’s next
  62. 62. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 The Thing How do people remember you?
  63. 63. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Make an Impact!
  64. 64. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Websites www.socialstar.com.au www.andrewford.com.au www.About.me/fordy Connect With Me Social Media LinkedIn : sirford Facebook : andyjford Twitter : @sirford Instagram : sirford Youtube : Andrew Ford Google + : Andrew Ford
  65. 65. WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord
  66. 66. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 About Us…
  67. 67. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Social Star specialises in digital branding advice for business professionals and high profile individuals to unleash their authentic brands online.
  68. 68. The concept of branding yourself in a personal and authentic way; rather than simply marketing impersonal messages or products. Review Current Brand Brand identity Find your audience Build online assets SKETCHWWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Create partnerships Utilise social media
  69. 69. Personal Branding for the individual. Build, utilise and position your own personal digital assets to cut through the crowded digital space. SKETCHWWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 Corporate Building a highly targeted, highly tailored strategy to integrate our personal branding with a business focus.
  70. 70. PERSONAL WEBSITE DIGITAL CRITIQUE & TRAINING PROFESSIONAL BIOGRAPHY BRANDING STRATEGY PUBLIC RELATIONS PROFESSIONAL PHOTOGRAPHY We have in-house photographers that specialise in capturing an individual’s presence on film. One of the best ways to position your personal brand online is a website. Social Star builds you a custom website so the world knows who you are and what you’re about. Our digital aficionado’s will review your current online channels and teach you art of social networking to developing significant partnerships. We are a full service digital branding agency that focuses on the individual first, then the organisation. Our core branding consists of… Writing a biography can be difficult, particularly if you’re writing about yourself. That’s why Social Star has dedicated biography writers. In addition to building your personal brand we work with you to develop the most strategic approach to launching it. In addition to building and launching your brand online we can show you how to manage this newly developed image. SKETCHWWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141 101
  71. 71. Critique Training Website Biography Strategy Photography This is you What do you do? What are you doing online? Evaluate. Respond. Engage. You online Who are you? WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
  72. 72. WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord

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