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Mark Ritson - Australian agency influencer of the year 2017

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Australian agency influencer of the year program. Personal Branding. The importance of having a voice in this industry.

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Mark Ritson - Australian agency influencer of the year 2017

  1. 1. TW O Key Note: Importance of having a voice in this industry Mark Ritson Adjunct Professor Melbourne Business School #agencyinfluencer2017
  2. 2. Click to add page title Finding My Voice Ups, Downs and In-Betweens Mark Ritson Adjunct Professor Finding My Voice A LinkedIn Journey
  3. 3. 3 Click to edit Master title style 3 I have a weird career path
  4. 4. 4 Click to edit Master title style 4 Staying in touch with my MBA students Picking up occasional consulting work There were a few concerns The power of LinkedIn
  5. 5. 5 Click to edit Master title style 5 The Profile Wank  The Jack of all trades  The Back Slash Multi-tasker  The Pro Conference Speaker  The contradiction in terms  The self proclaimed Ninja, thought leader, Guru
  6. 6. 6 Click to edit Master title style 6 The Wank Photographs
  7. 7. 7 Click to edit Master title style 7 branding vs personal branding
  8. 8. 8 Click to edit Master title style 8 The authenticity of “fuck”
  9. 9. 9 Click to edit Master title style 9 Staying in touch with my MBA students Picking up occasional consulting work A place to share my writing A place to share my thinking A place to learn about other’s thinking My main source of work insights The power of LinkedIn
  10. 10. 10 Click to edit Master title style 10 Titles Really, Really Matter
  11. 11. 11 Click to edit Master title style 11  33,000+ views and counting  Three line quote from Rorsted  Not very good article  Great fucking title.  Taking an enemy  The debate matters more Titles Really, Really Matter
  12. 12. 12 Click to edit Master title style 12  “click bait”  300 comments  Average 280 words  Sanger wrote 110 words  Perfect split 30/38/32 Clickbait accusations mean you have cracked it
  13. 13. 13 Click to edit Master title style 13 But you also have to say something  A good image  A good title  “content”  Something no-one has said  Not necessarily profound  In this case…death  Chance to use examples
  14. 14. 14 Click to edit Master title style 14 …and you should believe what you say  I really do love Byron Sharp  I really think Cannes is a wankfest  Brands are small things  Brand Purpose is dumb  Marketers are too embarrassed to sell anything anymore  Brexit will pass because Brits are afraid/resentful of foreign people  TV is not dead  Digital really is going to disappear  Marketers should have training in marketing  The Tories will win the 2017 UK election with Facebook…
  15. 15. 15 Click to edit Master title style 15  cs Don’t be afraid to make an Arse of yourself
  16. 16. 16 Click to edit Master title style 16  One person with 1000 words  300 people with 200 words each  The beauty of LinkedIn vs B&T..  They mean it  You know who they are  Their circle sees their POV  Real discussion  Real chance to gauge marketing mood The discussion is the best part of a post
  17. 17. 17 Click to edit Master title style 17  cs Sometimes the Discussion makes the Post
  18. 18. 18 Click to edit Master title style 18 Sometimes it comes full circle
  19. 19. 19 Click to edit Master title style 19  Oppositional positioning  A topic not a person “play the ball not the man”  Using LinkedIn to engage It helps to take an enemy
  20. 20. 20 Click to edit Master title style 20 It helps to find friends too  The content you believe in  The people who you support  C-branding
  21. 21. 21 Click to edit Master title style 21 Or to do both
  22. 22. 22 Click to edit Master title style 22  The power of Facebook  The power of LinkedIn too Why not have fun? Managing Director, Facebook Australia
  23. 23. 23 Click to edit Master title style 23  It does not have to be a work of great genius  It’s always best if its practical, not theoretical  Take a POV, but believe it  Write like you speak, don’t try and brand yourself  But worry about the title and graphics  Make friends and respectful enemies  The comments are more important than the content  But the content drives the comments  A 33/33/33 split of comments is the one to aim for  Have a bit of fun  It’s a great place to learn Finding Your Voice
  24. 24. /markritson

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