My presentation for the Asia Professional Speakers Singapore (APSS) competition, The Speech. Great fun but it's hard to compress this story into six minutes and 40 seconds. Wonderful learning experience and I appreciate all of the support I get from the wonderful APSS community. Also very excited to be mentored by Brenda Bence for the next three months. I'm a lucky girl

1. Today, it’s all about shoes
The APSS Speech, by Andrea Edwards
@AndreaTEdwards /CommunicatingAsiaPacific/AndreaEdwardsAsia

2. @AndreaTEdwards
Social media and content
marketing is…
All About Putting
Yourself in the Shoes of
Your customer

3. @AndreaTEdwards
Let’s put ourselves in the shoes of a CEO
They want to…
• Be recognized as a great leader, leave a legacy
• Build a digital business, stay ahead with IT
• Protect brand reputation
• Employee satisfaction, recruitment & safety
• Deliver customer delight
• Ensure shareholder value
• Cost control & profitability
• Build a strong leadership team
• Ensure they are prepared in case of an economic crisis
• Growth into emerging markets
• Environmental concerns
• OR if there’s a crisis possibility - the 20 second PR plan
Just a few examples, there are many more

4. @AndreaTEdwards
So who is your customer?

5. @AndreaTEdwards
What do they care about?

6. @AndreaTEdwards
Now define your voice in
relation to your customer

7. @AndreaTEdwards
Share stories relevant to
your customer
Create and curate these stories

8. @AndreaTEdwards
Curate content supporting your customer story

9. @AndreaTEdwards
Best way to track? LinkedIn company pages

10. @AndreaTEdwards
80 / 20 rule
Other content Vs your own
80 / 20 rule
Sharing value Vs selling

11. @AndreaTEdwards

12. @AndreaTEdwards
Some take-aways
• Put yourself in your customers shoes always
• Flip from marketing mindset to content marketing
• Define your story in relation to customer pain
points
• Select your social channels based on where
customers are
• Spend $ - pay to play today
• Focus on building a community
• Reduce sales/self promotion to a minimum
• Support and celebrate your community
• Be patient
• Be authentic

13. @AndreaTEdwards

14. @AndreaTEdwards
See you on social media
Communicating Asia Pacificandreatedwards.com
AndreaEdwardsAsia@AndreaTEdwards