How to build authentic connection in the digital era. Bobby Umar takes the audience through the different aspect of thought leadership, how digital connection is important for businesses and brands and finally how to create that authentic connection that customers, clients and followers seek from the companies their engage or follow.

1. Authentic Connection:
via Social Media or Digital Marketing -- Bobby Umar

2. 1 Defining Authenticity
2 The Challenges for Digital Connection
3
How to Create Authentic Connection
in the Digital Age4
Your Brand & Personal Brand
5 Final Thoughts
@raehanbobby
#infoshare2018

7. 1

8. 1
For the Data Nerds
The #1 quality people demand of big brands is honesty about their
products and services
91% percent of
Customers want brands
they follow to be
authentic in their
social media posts
For millennials, brand authenticity is 2nd only to loyalty discounts
in importance when choosing companies to support

9. 1
Top 10 Authentic Brands
(Cohn & Wolfe)
Authenticity builds trust, and trust
grows into lasting connections.
Be yourself–skillfully. (e.g. don’t tell
the truth if it hurts people)
“consistent emotional labor”
~ Seth Godin

10. 1 Real Human Beings

11. 1
Honesty & Vulnerability

12. 1
Stories, Values, Needs

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People, Customers, Businesses and all your
current/potential audience prefer to engage
those they TRUST

14. Build relationships that are real
Show who you really are
Help those who really need it
Ask for what you really need

15. 1
A relationship is more than 140 characters (now 280!)

16. 1
Digital communication offers no sensory connection

17. 1
The more digital we get, the more human we must be
The more we connect with technology, the more we need
to disconnect with technology to better connect with our
own humanity

18. "A brand is a living entity, and it is enriched
or undermined cumulatively over time, the
product of a thousand small gestures.“
--Michael Eisner, Former CEO of Disney

19. 1
2
3
A promise to deliver an unmet need
A collection of your experience with a name, logo or symbol
What you remember (e.g. )
Key Take-away: A brand is a promise

22. 1
How do we create more
authentic connection in
the digital age?

23. “Tell me and I'll forget.
Show me and I'll remember.
Involve me and I'll understand.”
--Confucius, Chinese philosopher, founder of
Confucianism (circa 551-479 BC).

24. Power of Connection
– create & build authentically
Strategy: VIDEO is the future now!
DATA:
By 2019, video will account for 82% of all consumer
internet traffic, according to Cisco
70% view brands in a more positive light after watching
interesting video content from them
If a picture paints 1,000 words, then one minute of
video is worth 1.8 million, so say Forrester's researchers
I recommend 1, 4 and 8-10 minute long videos

25. Connection – create & build authentically
VIDEO Tools:
• Live
• Accessible
• Strong ROR

26. The Value of Your Response:
1. Timely
2. Thoughtful
3. Depth
4. Helpful
5. Real Authentic Action

29. The Power of Empathy
• Empathy is the root of all
understanding & connection
• Now the #1 sought after
leadership skill
• Always ask 3 questions:
1. Do I know how they are
feeling?
2. Can I understand why they
feel that way?
3. How can I support their
feelings?

30. UGC offers many benefits besides authentic content
• Scalable
• Showcase products
• Celebrate fans
For Data Nerds
• UGC likely to encourage more purchases: 64% of social media users
seek out UGC before making big purchase decisions
• 93% of consumers find UGC to be helpful when making a purchasing
decision.
• UGC-based ads get 4x higher click-through rates and a 50% drop in
cost-per-click than average.

31. Case Study: Disney
• Original pledge $1M → $2M
Using UGC not only builds a loyal fan base, but it helps your
fan community feel like they are an integral part of your
brand

32. 1. More Video & Stories
2. Your Response
3. Build & Evolve Community
4. Empathy
5. User Generated Content (UGC)

33. What about B2B?

34. We need B2B to be more human
B2B brands are often criticised for their lack of humanity
87% of the marketers representing them say they struggle with creating
content that is human, helpful and handy
Your company may be B2B, your buyer is still human
Same rules apply: Video Stories in particular, will be a driving force for
the rest

36. It’s about HOW you say it
Show a little LOVE
Give something of VALUE
Make someone feel like we meet their needs
without them having to verbalize what they
are

38. Bobby Umar
Speaker, Executive Coach
President, Raeallan; CEO, DYPB –
Discover Your Personal Brand
raehanbobby@gmail.com
416-838-2526
www.raeallan.com
Twitter: @raehanbobby
Connect with
me on
Linkedin,
Twitter and my
FB biz page!