I had the wonderful opportunity to speak at the Hootsuite event (#HootupSG) in Singapore recently. I started my presentation talking about the irony of the fact that people seem to consider me an ‘influencer’. I definitely take it as a compliment, but when I look back to the beginning of my journey (first personal blog launched 10 years ago, professional blog five years ago), I didn’t start with this goal. I started because I believe I’ve learnt a lot on my journey and I just really wanted to share my unique perspective, hoping it would help others along the way.

1. @AndreaTEdwards
/AndreaTEdwards
/AndreaTEdwards
www.AndreaTEdwards.com
So you want to become
an influencer?
Awesome, here’s what I’ve learnt

2. @AndreaTEdwards #HootupSG
How we buy & learn
has changed
Consumers are 80-90% of the way
through the sales cycles before they even
come to a brand. They are learning and
deciding outside the brand.

3. @AndreaTEdwards #HootupSG
But YOU are important to
your brand…
15% of people trust recommendations from
brands
84% trust recommendations from people they
know
Reference: Gartner

4. @AndreaTEdwards #HootupSG
Information overload
In the last 10 years we’ve
created more information
than in all of human
history
It’s expected to double in
the next two years
Average attention span
dropped
12 secs in 2000
8 secs in 2015 Statistic
Brain

5. @AndreaTEdwards #HootupSG

6. @AndreaTEdwards #HootupSG
What is content
marketing?
“If you want to sell me a camera, tell me
how to take great photos”
CMI

7. @AndreaTEdwards #HootupSG
Speaking about your brand, products or services
– that’s marketing; still relevant but different
• It’s about speaking to the whole customer
• Helping them succeed
• Keeping them informed on relevant issues
• Improving their lives
• Answering their questions
Content Marketing isn’t

8. @AndreaTEdwards #HootupSG
Content Marketing is
fundamentally about business
transformation
It’s not something the marketing
team ‘does’
Everyone must be on board and
it starts at the top

9. @AndreaTEdwards #HootupSG

10. @AndreaTEdwards #HootupSG
• 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..
Inspiration: OP|EN for BUSINESS!
The 5+1 levels of Content Marketing

11. @AndreaTEdwards
/ AndreaTEdwards
/AndreaTEdwards
www.AndreaTEdwards.com
#HootupSG
As brands, as individuals
you’ve got to be amazing
How do you do that?

12. @AndreaTEdwards #HootupSG
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.

13. @AndreaTEdwards #HootupSG
If you want to become an
influencer
You’ve got to run your own race. Don’t
get distracted by others or compete with
anyone. Learn from others, but focus on
what you want to achieve

14. @AndreaTEdwards #HootupSG
What are you AWESOME at?

15. @AndreaTEdwards #HootupSG
Start from a place of meaning
• What do I want to be known for?
• 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?
• What gives me energy? What feeds my spirit?
• What do people compliment me on?

16. @AndreaTEdwards #HootupSG

17. @AndreaTEdwards #HootupSG
So many whys
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

18. @AndreaTEdwards #HootupSG
Then it’s where
And how

19. @AndreaTEdwards #HootupSG
Find content aligned to your voice

20. @AndreaTEdwards #HootupSG
Blogging
• 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

21. @AndreaTEdwards #HootupSG

22. @AndreaTEdwards #HootupSG
• Answer customer questions
• Share learnings from industry conversations
• Share specialist knowledge
• Common challenges and possible solutions
• Trends you’re focused on and what you’ve learnt
• HR – recruitment and retention issues, interview 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?

23. @AndreaTEdwards #HootupSG
BUT
T – is it True?
H – is it Helpful?
I – is it Inspiring?
N – is it Necessary?
K – is it Kind?

24. @AndreaTEdwards #HootupSG
The giving economy

25. @AndreaTEdwards #HootupSG
The next 8 steps I would take

26. @AndreaTEdwards #HootupSG
Don’t annoy
senior execs.
Don’t ask too
much of
people
hare
business
content 1x
week or more
Support
friends &
people you
admire
Join &
participate in
groups –
LinkedIn,
Tweet chats
Find content &
share often.
Always
ALWAYS add
your opinion
Be realistic
about what
you can do
and commit
Define your
voice – what
you stand for
Maximize
social assets –
visuals,
content – no
eggs

27. @AndreaTEdwards #HootupSG
The basic rule? Always always
remember it’s not about you!
• 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

28. @AndreaTEdwards #HootupSG
@AndreaTEdwards
AndreaTEdwards
andreatedwards.com
Andrea T Edwards
Thank you so much! Stay in touch