Trevor Young -- Building Your Brand Like The Pros
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Trevor Young gave this keynote presentation at Social Media Down Under 2013.
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Trevor Young -- Building Your Brand Like The Pros
- 1. Building your brand like the pros! (Leveraging the power of content marketing & social media communications) WEB: www.trevoryoung.me BOOK: www.microdominationbook.com LINKEDIN: linkedin.com/in/trevoryoung TWITTER: @trevoryoung
- 2. @trevoryoung | trevoryoung.me | microdominationbook.com Is this YOU?
- 3. @trevoryoung | trevoryoung.me | microdominationbook.com “A brand is what people say about you when you’re not in the room.” -- Jeff Bezos, Amazon.com
- 4. AUTHENTICITY is the ‘not-so-secret sauce’ @trevoryoung | trevoryoung.me | microdominationbook.com
- 5. @trevoryoung | trevoryoung.me | microdominationbook.com Why take control of your brand?
- 6. @trevoryoung | trevoryoung.me | microdominationbook.com Trust.Like.Know.
- 7. @trevoryoung | trevoryoung.me | microdominationbook.com Trusted source of information! Trust.Like.Know.
- 9. @trevoryoung | trevoryoung.me | microdominationbook.com
- 10. @trevoryoung | trevoryoung.me | microdominationbook.com “Every connection is a potential business or social opportunity” – Iggy Pintado, author, The Connection Generation
- 11. @trevoryoung | trevoryoung.me | microdominationbook.com
- 12. @trevoryoung | trevoryoung.me | microdominationbook.com HOME BASE (blog)
- 13. CONTENT CREATION SOCIAL PARTICIPATION Media Relations Events | Face-to-Face Activity + ADDING VALUE via your platform Be interesting! Be relentless! Be relevant!Be human! @trevoryoung | trevoryoung.me| microdominationbook.com
- 14. @trevoryoung | trevoryoung.me| microdominationbook.com 3 styles of content
- 15. @trevoryoung | trevoryoung.me| microdominationbook.com Utility-based content
- 16. @trevoryoung | trevoryoung.me| microdominationbook.com Thought leadership content
- 17. @trevoryoung | trevoryoung.me| microdominationbook.com ‘Human’ content
- 18. @trevoryoung | trevoryoung.me| microdominationbook.com Thought leadership content Utility-based content ‘Human’ content XX X X X X X
- 19. @trevoryoung | trevoryoung.me | microdominationbook.com
- 20. YOUR PLATFORM SOCIAL CONTENT ‘VILLAGE’ OF SUPPORT (community) @trevoryoung | trevoryoung.me | microdominationbook.com
- 21. @trevoryoung | trevoryoung.me | microdominationbook.com Pick yourself!
- 22. DIY social media marketing for small business - online training course microdominationbook.com www.thereachkit.com WEB: www.trevoryoung.me TWITTER: @trevoryoung BLOG: www.prwarrior .com
Editor's Notes
- PART 1 – what is brand and why it’s importantPART 2 – how personal branding works today with SM and contentPART 3 – some ideas and inspiration
- Are you anonymous, faceless … do you lurk in the virtual shadows?There’s going to come a time when, if you can’t be found online, you don’t exist. We’re not at that point yet, but we’re heading down that path. More and more today we’re checking out people in advance of meeting or doing business with them.If I Googled your name, what would I find? A LinkedIn profile that does you justice? A body of work that demonstrates credibility in, and enthusiasm for, your niche or area of expertise? For example: blog posts or whitepapers, video, maybe a podcast?
- A brand represents people’s collective experiences of having come into contact or interacted with you in some way – whether in person or virtually online.Always been important – face to face in meetings and at events, on phone or email; today, myriad channels need to be taken into account: LinkedIn, your blog, online video, Facebook, Twitter etc.
- When it comes to personal branding, being YOU is what sets you apart. Your uniqueness is how you differentiate yourself. Show your personality, don’t keep it locked away in a virtual closet; it’s OKAY to add a personal layer to your social media activity.“BE YOURSELF – EVERYONE ELSE IS TAKEN” – Oscar Wilde
- You have an awesome opportunity to leverage the power of social media and content marketing to broaden your network and influence how people perceive you on a broad scale– why be anonymous? Why simply meander along when, with a bit of thought and direction, you can make your promotional activity work for you in a more focused way.Why squander the chance of using the tools and technology availableright now to build your profile and authority?NOW, SOME OF YOU ARE PROBABLY ASKING YOURSELF THE QUESTION: I like my privacy thank you very much. Why should I build my brand?
- You’re in business one way or another – you either run a company or you work for one.
- BUILD YOUR NETWORK.MEET MORE PEOPLE (serendipity) – potential customers or employers or partners or influencers.BOOST SALES – either directly or as a result of commercial partnershipsJUMP-START YOUR PROMOTION PROSPECTS
- In my book microDOMINATION – I outline how creative entrepreneurs are developing their own platform and building their personal brand on a global scale using social media and content marketing strategies. Bottom line: if you want to build brand recognition and influence beyond just your immediate network of friends, family, colleagues and peers – you need a robust platform from which to:get noticed, amplify your message,Spread your ideas,Express your opinions,… and ultimately create media and consumer interest, attract business opportunities and generate sales.
- THE KEY IS TO LEVERAGE YOUR PLATFORM TO INCREASE THE INTENSITY OF CONNECTION WITH THOSE WHO MATTER MOST TO THE SUCCESS OF YOUR BUSINESS, CUASE OR ISSUE.
- Firstly, the creation of content is only one part of the equation – the second being ‘participation’ in social media channels. In other words, there is no point just creating content and putting it out there if you’re not going to participate online, help others, provide utility and generally being part of the community you’re trying to develop and nurture. As well, many people focus on the social participation side of things, which is great if you’re full-on in customer service mode, but without providing content that adds value, that informs or educates or entertains, then you’re missing a great opportunity for deeper engagement.Also be aware that your content and social efforts need to work in alignment with any media work you do, plus event-based activity.Finally, when going down this path, you’re going to be more effective if your content is interesting, if it’s relevant, if you’re interacting with the community as human beings with personality, and if you’re relentless in your efforts i.e. daily habit, not short bursts every few days.