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

WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord

WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Personal Business
Monday 10th March 2014

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

Problem
How to stand out in a
noisy world

Search Massage Therapist

Solution
Attract rather than Seek

But How?
“80 million people are
Googled every day”
- Ruby Media Group

Lead People to You

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!

Keep it Simple

Personal Branding

Who it works for
People Driven Businesses

It works because…
“90% of people trust a
peer recommendation and
only 14% trust
advertising”
- Eric Qualman

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

Create Attraction
Learn the process

Case Example
Cameron Kealy, Osteopath

Challenge
“Rebrand Cameron from
general Osteopath to an
Expert in Migraine
Solutions”

Solution
Tagline
Biography
Website
Photography
Social Media

Your Photos
Before After

Your Tag Line
Before After
LinkedIn:
Lecturer in
Osteopathic
Technique
(Indirect
Technique)
LinkedIn:
Experienced
Osteopath
specialising in sport
related injuries,
pain relief and
migraine

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.

Your Social Media
Before After

Understand

Understand Your Business

Understand Yourself
Invest in the tests
You
Strengths
Personality Intelligence
Values

What’s Your Digital Brand?
More in importantly… How would you like to be viewed
Understand Your Brand

Build Your Brand

Essential Brand Assets
Tagline
Biography
Website
Photography
Social Media

Step 1
Photography

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

Before…
Star Photos
After…

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

Step 2
Tag Line

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

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”

Step 3
Biography

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

Before…
Star Bio’s
After…

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

Step 4
Website

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

Before…
Personal Website
After…

Digital Card
About.me

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

Step 5 – Social Media Channels

Connection Channels
• LinkedIn
• Facebook
• Google +
• Blog followers
• Email subscriptions
Social Star
Broadcast Channels
• Twitter
• Pinterest
• Instagram
• YouTube
• Snap Chat

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

Measurement
KloutSocial Tools

Leverage

Content
is
Key

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%

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%

Social Star 5 Point Content Plan
Star Content
Personality
Knowledge
OpinionFact
Network

Write a
Book
Or at least publish…
eBook
Blog
Article

Network Strategy

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

Star Positioning
What do you do?

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

The Thing
How do people remember you?

Make an Impact!

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

About Us…

Social Star specialises in digital branding advice for
business professionals and high profile individuals to
unleash their authentic brands online.

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

Personal
Branding for the individual. Build, utilise and
position your own personal digital assets to
cut through the crowded digital space.
Corporate
Building a highly targeted, highly tailored
strategy to integrate our personal branding
with a business focus.

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.
101

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?

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

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