How to Build a Rock Star Personal Brand, by Andrea Edwards, The Digital Conversationalist
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Presented at IBM Systems Technical Event in Melbourne, 15th August, 2017, my deck on how to build a meaningful, powerful and authentic personal brand, that cuts through the noise of today's digital landscape #personalbranding #socialleadership #employeeadvocacy
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How to Build a Rock Star Personal Brand, by Andrea Edwards, The Digital Conversationalist
- 1. @AndreaTEdwards @The Digital Conversationalist How to Build a Rock Star Personal Brand
- 4. Distinction between Professional Vs Personal An influencer 100% committed
- 5. Why build a personal brand?
- 6. 2006 was the real birth of the social media age
- 7. What has really changed? • • • • • • •
- 8. @AndreaTEdwards Consumers are 92% of the way through the sales cycles before we even come to a brand. We are learning and deciding outside the brand Source: Nielsen For B2B it’s up to 90% Source: Forrester
- 9. 15% of people trust recommendations from brands 84% trust recommendations from people they know Source: Gartner
- 10. It’s time to unleash the human’s of business
- 11. @AndreaTEdwards Who do we trust?
- 14. We’re facing content shock… It’s not good!
- 15. @AndreaTEdwards
- 16. @AndreaTEdwards
- 17. DISTRACTONS
- 27. Employees sharing content increases exposure 10x Source LinkedIn
- 28. But it’s got to be awesome content
- 29. True employee advocacy is about making employees the star of the show
- 30. @AndreaTEdwards Time for social leadership
- 33. When I light people up, what is it I am speaking about?
- 35. Curating great content core of your strategy
- 36. Goal - become THE resource in your field of expertise
- 37. BUT always tell people WHY you are sharing content - microblogging
- 38. Find content aligned to your story
- 39. Finding great information resources • • • • • Where else?
- 40. Introducing Techfucius The Seeker of Salvation from IT Woes
- 44. 7xmore content than career activity Careers? Careers CONTENT
- 46. #Hashtags Tech Ideas Titles Creatives #Cybersecurity #Blockchain #AI #Cognitive #IoT #HybridCloud #CX #Innovation #Disruption #Transformation #Mindfulnessinbus iness #CEO #CFO #CIO #HR #CDO #Sales #Digitalbusiness #Advertising #Contentmarketing #Digitalmarketing #socialmedia #CMO #aerospace #Healthcare #FSI #Manufacturing #automotive #government #charisma #leadership #worklifebalance #EQ #21stcenturyskills #motivation Industry Inspiration
- 47. Every day, enough blogs published to fill Time Magazine for 770 years!
- 48. You can blog, vlog, podcast, draw, design, take photos, etc… Blogging? 1 2 3 4
- 49. What should I blog about? 1. Answer customer questions / give insights 2. Share learnings from industry conversations 3. Common challenges and possible solutions 4. Interview experts 5. How you’re evolving - self leadership, leading teams, managing crisis, etc.. Visuals critical 104% more comments 84% better click through rate 54% more likes
- 50. 74% of all internet traffic will be video in 2017 Syndacast Study
- 51. Automation tool - Hootsuite
- 52. 3 things stop people 1. Don’t take action 2. Give up quickly 3. Self belief
- 53. T – is it True? H – is it Helpful? I – is it Inspiring? N – is it Necessary? K – is it Kind?
- 56. Stay in touch! All great imagery courtesy of @AndreaTEdwards @The Digital Conversationalist www.andreatedwards.com + 6591739096
Editor's Notes
- People trust people, not brands and this is why your employees are SO critical today
- We are in the midst of a global conversation and you can’t underestimate its power We are discovering and inventing new ways to share relevant knowledge We are faster AND smarter than most companies We are having conversations – open, honest, funny, straight-forward and sometimes horrible But they are genuine human voices Business continues to speak marketing – not human - and in campaigns Business sends a brochure, a CTA, PR The consumer doesn’t care Employee advocacy and social selling = unleashing the humans of business
- Consumers are 92% of the way through the sales cycles before we even come to a brand. We are learning and deciding outside the brand. Source: Gartner When you look at this stat, think about it from your company’s perspective. Are you still spending 90% of your marketing budget on the activities where customers are only spending 8% of their time? This is the shift businesses must make. For B2B it’s 65-90% Source: Forrester I know this is a surprise to many, but the human at the end of a B2B deal is also a consumer and taking the same decision making journey – if just more complicated.
- People trust people, not brands and this is why your employees are SO critical today
- Just look at yourself and how you interact with your world? We are in the midst of a global conversation and none of us can underestimate its power – yet brands continue to ignore this phenomenon We are discovering and inventing new ways to share relevant knowledge – yet brands can’t keep track of what we are doing We are faster AND smarter than most companies – and brands continue to try and work out what we are doing, rather than paying attention to why We are having conversations – open, honest, funny, straight-forward and sometimes horrible – there’s definitely a lot of horrible ones at the moment But they are genuine human voices Business continues to speak marketing – not human - and in campaigns Business sends a brochure, a CTA, PR The consumer doesn’t care Employee advocacy and social selling = unleashing the humans of business and the greatest opportunity today
- I don’t know about you, but I spent more time watching the democratic and republican convention speeches in the last two weeks than I ever have in my life! How can your brand compete for that attention in the midst of how your consumers are participating online at that moment? That’s what it’s all about