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

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O Key Note:
Importance of having a voice in this
industry
Mark Ritson
Adjunct Professor
Melbourne Business School
#agencyinfluencer2017

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Finding My Voice
Ups, Downs and In-Betweens
Mark Ritson
Adjunct Professor
Finding My Voice
A LinkedIn Journey

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I have a weird career path

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Staying in touch with my MBA students
Picking up occasional consulting work
There were a few concerns
The power of LinkedIn

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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

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The Wank Photographs

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branding vs personal branding

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The authenticity of “fuck”

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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

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Titles Really, Really Matter

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 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

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 “click bait”
 300 comments
 Average 280 words
 Sanger wrote 110 words
 Perfect split 30/38/32
Clickbait accusations mean you have cracked it

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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

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…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…

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 cs
Don’t be afraid to make an Arse of yourself

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 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

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 cs
Sometimes the Discussion makes the Post

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Sometimes it comes full circle

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 Oppositional positioning
 A topic not a person
“play the ball not the man”
 Using LinkedIn to engage
It helps to take an enemy

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It helps to find friends too
 The content you believe in
 The people who you support
 C-branding

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Or to do both

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 The power of Facebook
 The power of LinkedIn too
Why not have fun?
Managing Director, Facebook Australia

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 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. /markritson