What's in a Voice? How to Develop Authentic and Personal Content with your Boss

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CEOs and senior leaders are starting to engage more online. Those who do so with frequency and transparency are rising to the top. When executives share with authenticity, approachability, and accessibility, their readers engage and respond. As marketing professionals, writing for the boss was hard before this age of authenticity, and now it’s even harder. Getting the “voice” right so the copy sounds human rather than like an advertisement is key. Learn some tricks from a "Voice Scientist" to define your leader’s voice and create a better blog for your boss! Download the free infographic at the end of the presentation to learn 6 tips you can use right now.

Marketing

What’s In A Voice?
DEVELOPING AUTHENTIC & PERSONAL
CONTENT WITH YOUR BOSS

hello!
I AM
JULIE
EDGE
@julie_edge
I’m chief storyteller
at

Goals for our time
today?
Get clear on what it
means to be a
“Social CEO” and
why it’s important
Learn some tricks
to get your boss online

““Millennial employees expect greater
accessibility to the leadership in their
offices…[they] work with you rather
than for you.”
- Jeff Fromm, author,
Marketing to Millennials, Millennials with Kids

What We Want
in Our CEOs
TransparencyHonesty Sincerity
Edelman’s 2016 Trust Barometer

CEO.com - 2015 Social CEO Report
Fortune 500 CEOs: 39% online

Authenticity
Requires Vulnerability
-- Brene Brown
author of
Daring Greatly &
Rising Strong

What’s the benefit?
◎ Connect with customers on a personal level
◎ Show the human side of the company and CEO
◎ Receive more direct feedback and engagement
◎ Meet customers where they are
◎ Garner significant customer loyalty
◎ Attract and recruit top talent
CEO.com - 2015 Social CEO Report

What’s holding CEO’s back?
They are
BUSY!
It’s hard to see
the direct
benefits
behind
social media
involvement
and
participation
They haven’t
received
coaching or
training on
social media
best practices
CEO.com - 2015 Social CEO Report

““One of the things that has already
surprised me about social media is how
many people are afraid of it…
Quite frankly, too many leaders
let these fears stop them from trying.”
- Jack Salzwedel, CEO, American Family Insurance

“Never Let Them See You Sweat”
◎ Most CEOs are
in their 50-60s
◎ Oversharing is a
no-no in their
books
◎ Vulnerability =
Weakness

“
Jack Salzwedel
American Family
Insurance
Tweets, personal
blog, LinkedIn
Social CEO Role Models...
Ursula Burns
Xerox
Regular contributor to
Forbes, Fast Company,
etc.
Richard Branson
Virgin
Tweets, blogs,
contributes to mags

Oddball questions lead to
interesting answers...and stories.
1
MAKE IT FUN

Show some heart.
Make it personal.
2
FIND A STORY

Personality.
Punctuation.
Word choice.
3
GET IN CHARACTER

4
TAKE A POSITION
Express an opinion.
Be real.
Use “I” not “We.”

5
AVOID CORPORATE
No jargon.
No product talk.
No selling.

Feedback and direction? Yes.
Editing with track changes in Word? NO!.
Get to 80% “good enough.”
6
NO EDITING

thanks!
ANY
QUESTIONS?
You can find me at:
julie@creelio.com
@julie_edge

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What's in a Voice? How to Develop Authentic and Personal Content with your Boss

1. What’s In A Voice? DEVELOPING AUTHENTIC & PERSONAL CONTENT WITH YOUR BOSS

2. hello! I AM JULIE EDGE @julie_edge I’m chief storyteller at

3. Goals for our time today? Get clear on what it means to be a “Social CEO” and why it’s important Learn some tricks to get your boss online

4. The Age of Authenticity

5. ““Millennial employees expect greater accessibility to the leadership in their offices…[they] work with you rather than for you.” - Jeff Fromm, author, Marketing to Millennials, Millennials with Kids

6. “* 3,400,000 “Authentic Leadership”

7. What We Want in Our CEOs TransparencyHonesty Sincerity Edelman’s 2016 Trust Barometer

8. The #SocialCEO Journey

9. CEO.com - 2015 Social CEO Report Fortune 500 CEOs: 39% online

10. Time for Some Personal Branding

11. Personal Branding 1.0 2.0

12. Authenticity Requires Vulnerability -- Brene Brown author of Daring Greatly & Rising Strong

13. The Really Good News Is... “Agree executive use of social media fosters brand TRANSPARENCY.” “Believe that CEO participation in social media can build better CONNECTIONS with customers, employees and investors.” 83% 77% “Social media engagement makes CEOs better leaders.” BrandFog 2014 Social CEO Report

14. What’s the benefit? ◎ Connect with customers on a personal level ◎ Show the human side of the company and CEO ◎ Receive more direct feedback and engagement ◎ Meet customers where they are ◎ Garner significant customer loyalty ◎ Attract and recruit top talent CEO.com - 2015 Social CEO Report

15. What’s holding CEO’s back? They are BUSY! It’s hard to see the direct benefits behind social media involvement and participation They haven’t received coaching or training on social media best practices CEO.com - 2015 Social CEO Report

16. The Real Reason? FEAR

17. ““One of the things that has already surprised me about social media is how many people are afraid of it… Quite frankly, too many leaders let these fears stop them from trying.” - Jack Salzwedel, CEO, American Family Insurance

18. “Never Let Them See You Sweat” ◎ Most CEOs are in their 50-60s ◎ Oversharing is a no-no in their books ◎ Vulnerability = Weakness

19. “ Jack Salzwedel American Family Insurance Tweets, personal blog, LinkedIn Social CEO Role Models... Ursula Burns Xerox Regular contributor to Forbes, Fast Company, etc. Richard Branson Virgin Tweets, blogs, contributes to mags

20. 6 Tips To Help Get Your CEO Started

21. Oddball questions lead to interesting answers...and stories. 1 MAKE IT FUN

22. Show some heart. Make it personal. 2 FIND A STORY

23. Personality. Punctuation. Word choice. 3 GET IN CHARACTER

24. 4 TAKE A POSITION Express an opinion. Be real. Use “I” not “We.”

25. 5 AVOID CORPORATE No jargon. No product talk. No selling.

26. Feedback and direction? Yes. Editing with track changes in Word? NO!. Get to 80% “good enough.” 6 NO EDITING

27. POTENTIAL STUMBLING BLOCKS

28. http://www.bit.ly/BlogWithTheBoss

29. thanks! ANY QUESTIONS? You can find me at: julie@creelio.com @julie_edge