Build your opportunities, build your future, build your dreams, by @AndreaTEdwards prepared for Primetime Singapore networking lunch, August 2016 #personalbranding #SocialCEO #socialmedia

1. How to build a rock
star personal brand
Build your opportunities, build your
future, build your dreams
@AndreaTEdwards
/AndreaTEdwards
/AndreaTEdwards www.thedigitalconversationalist.com
The Digital Conversationalist
The Digital Conversationalist

2. @AndreaTEdwards #TDC
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.

3. #TDC

4. #TDC

5. @AndreaTEdwards
We are the revolution!
How we buy & learn has fundamentally
shifted
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
For B2B anywhere from 65-90% Forrester

6. @AndreaTEdwards
Brand challenges
Only 15% of people trust recommendations from brands
Brand trust has dropped
84% trust recommendations from people they know
But people trust people – and that’s why
employee advocates are critical
“If your employees aren’t your biggest fans, you’ve got
problems WAY bigger than social media” Jay Baer
Because let’s face it

7. @AndreaTEdwards
“There are no secrets. The
networked market knows more
than companies do about their
own products. And whether the
news is good or bad, they tell
everyone.”
The Cluetrain Manifesto

8. @AndreaTEdwards
People are the change
• We are in the midst of a global conversation – it’s powerful
• We are discovering and inventing new ways to share 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 they continue to do it in campaigns or quarters
• Business sends a brochure, a CTA, PR
• The consumer doesn’t care
• Today we must unleash the humans of business

9. @AndreaTEdwards
A very quick look at
content marketing

10. @AndreaTEdwards
What is content marketing?
Content marketing is about creating conversations
with customers, partners and influencers
To achieve that, it’s about creating content so good,
it earns the right to exist in your customers world,
where they are
Our goal today, is to build so much loyalty with our
customers – because we are consistently delivering
value to them – that they want to buy from us to
reward us for our efforts

11. @AndreaTEdwards
“If you want to sell me a camera, tell me
how to take great photos”
Content Marketing Institute
Best definition

12. @AndreaTEdwards
But…
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

13. @AndreaTEdwards
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 to 8 secs in
2015 - Statistic Brain

14. #TDC
It’s a noisy
world… and
it’s not all
good!

15. @AndreaTEdwards
Where are we deciding/learning?

16. @AndreaTEdwards
The big one – 1.65 billion

17. #TDC
But we’re
not just
learning.
We’re being
distracted!

18. #TDC

19. #TDC

20. @AndreaTEdwards
Benefits of building a strong brand
My journey
• Career opportunities
• Perceived influencer
• Speaking invitations
• Media interest
• Credibility/respect with decision makers
• Known as an expert
• Globally connected
• Launched a business off the back of my brand
• The story will continue to unfold
What will yours be?

21. @AndreaTEdwards
Let’s get onto
being fantastically
amazing

22. @AndreaTEdwards
A strong personal brand has…
1.Credibility – your expertise
2.Purpose – your why
3.Focus – your theme
4.Community support – the ‘tribe’
5.Reach - beyond direct community

23. @AndreaTEdwards
61% Fortune 500 CEOs have
NO social presence at all
It was 68% in 2014
Only 50 of the Fortune 500
CEOs have Twitter Accounts.
60% are active +8
#SocialCEO

24. @AndreaTEdwards
…dominates as the
“entry network”
of choice among
CEO’s
Of CEOs with only 1
network, 70% chose LinkedIn
Nearly half of all social CEOs are only on LinkedIn−presumably because
of the unmistakable business benefits

25. @AndreaTEdwards #TDC
Personal branding is
culturally challenging
Cultural Selling &
telling
Not getting
benefits to us
and our
business
Our role in
communities

26. @AndreaTEdwards #TDC
SupportersCreators Lurkers
You’ve got to be in the top 10%

27. #TDC

28. @AndreaTEdwards
Getting to the
heart of being
successful

29. @AndreaTEdwards

30. @AndreaTEdwards
1.What makes me great?
2.What makes me unique?
3.What makes me compelling?
Uncover your magic

31. @AndreaTEdwards
What is my
profession?
What am I
awesome at?
Am I more
than one
thing?
Or…
What’s really
important to
me? What do
I stand for?
When I light people up, what
is it I am speaking about?

32. @AndreaTEdwards
Am I more than one thing?
Me
Professional
communicator
Mummy Me

33. @AndreaTEdwards
Who?
• 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?

34. #TDC

35. @AndreaTEdwards
There are 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

36. #TDC
Not a why

37. @AndreaTEdwards
My why?

38. #TDC
Find content aligned to your story

39. #TDC

40. #TDC

41. @AndreaTEdwards
Why blog?
• 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

42. #TDC
Which platforms?
Where should
you be?
Where your
customers
are

43. Spend time
ensuring your
online profiles look
fabulous
Remember visuals – 63% of
the world’s population are
visual learners

44. #TDC

45. #TDC

46. #TDC

47. #TDC
Use images
in your
profile –
photos,
links,
SlideShare
decks,
blogs, etc…

48. @AndreaTEdwards #TDC

49. @AndreaTEdwards
Other tips and tricks
1. Be realistic about what you can do and commit
2. Commit to sharing your company content 1x week or
more
3. Find content & share often. Always ALWAYS add
your opinion
4. Support friends & people you admire
5. Make hashtags a habit – connects you to ideas &
audiences
6. Join & participate in groups – LinkedIn, Tweet chats
7. Be kind, be careful. Never judge or criticize

50. @AndreaTEdwards
Don’t be a viral sensation…

51. @AndreaTEdwards #TDC
T – is it True?
H – is it Helpful?
I – is it Inspiring?
N – is it Necessary?
K – is it Kind?

52. #TDC
Join the Giving Economy
Join the Giving
Economy

53. #TDC
A book about tribe building

54. #TDC
Bring your mind & heart together

55. @AndreaTEdwards
6 concluding thoughts
1. Focus
2. Persistence
3. Boundaries
4. Audience
5. Tribe
6. Authenticity

56. #TDC
Please remember
If you want to blog & build your personal brand
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

57. @AndreaTEdwards
“Champions aren’t made in the gyms.
Champions are made from something
they have deep inside them: a desire, a
dream, a vision. They have to have last
minute stamina, they have to be a little
faster, they have to have the skill and
the will. But the will must be stronger
than the skill”
Muhammad Ali

58. Stay in touch