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We Are All BrandsLet’s #BeGreaterThan
How to Rock a Personal Brand and Build Your Dream Career
@AndreaTEdwards#BeGreaterThan
What has changed? How we buy & learn has fundamentally shiftedConsumers 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: Nielsen
@AndreaTEdwards#BeGreaterThan
But YOU are important to Accenture
15% of people trust recommendations from brands
83% trust recommendations from people they know
[Source: Nielsen Global Trust in Advertising Report 2015]
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Which is why content marketing is important to you and not a fluffy buzzwordIt’s the core of the future and of your career
@AndreaTEdwards#BeGreaterThan
Content Marketing is fundamentally about business transformation
It is not something the marketing team ‘does’
Everyone must be on board and it starts at the top
@AndreaTEdwards#BeGreaterThan
“If you want to sell me a camera, tell me how to take great photos”
CMI
Best Definition
@AndreaTEdwards#BeGreaterThan
An Example
@AndreaTEdwards#BeGreaterThan
Speaking about your brand, products or services – that’s marketing; still relevant but different
It’s about speaking to the whole customer
Content Marketing is not
@AndreaTEdwards#BeGreaterThan
123
4 = danger zone5 = your brand is valued 6 = business ecosystem
The 6 Levels of Content Marketing
@AndreaTEdwards#BeGreaterThan
And Let’s Face It
If your employees aren’t your biggest fans, you’ve got problems
WAY bigger than social mediaJay Baer
@AndreaTEdwards#BeGreaterThan
7 Elements for Success?Trust
Open guidelinesYour brand is valued
Make it easyMeasurementChampions
Coaching – 9% vs 75%
161616
As brands, as individuals, you have to be amazing.How do you do that?
@AndreaTEdwards#BeGreaterThan
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.
@AndreaTEdwards#BeGreaterThan
#socialceo 201561% Fortune 500
CEOs have NO social
presence at allIt was 68% in 2014
Only 50 of the Fortune 500 CEOs
have Twitter Accounts.
60% are active +8
@AndreaTEdwards#BeGreaterThan
@AndreaTEdwards#BeGreaterThan
…dominates as the“entry network”of choice amongCEOs
Of CEOs with only one network, 70% chose LinkedIn
Personal branding isculturally challenging
Cultural – America Vs
rest
Selling & telling
Not getting benefits to us and our business
Our role in our
community
@AndreaTEdwards#BeGreaterThan
Don’t Add to the Noise
In the last 10 years we have created more
information than in ALL of human history
And, it’s expected to double in the next two years
Average attention span dropped from
12 seconds in 2000 to 8 seconds in 2015
Statistic Brain
@AndreaTEdwards#BeGreaterThan
SupportersCreators Lurkers
The 1/9/90% Rule
You have to be in the top 10%
252525
Let’s get stuck into the who, why and howMy tips for a strong start
@AndreaTEdwards#BeGreaterThan
If you want to build a strong, authentic
personal brand
Run your own race!
@AndreaTEdwards#BeGreaterThan
Start with Focus
@AndreaTEdwards#BeGreaterThan
Let’s Get to a Place of Meaning • 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 professionally?• What gives me energy? What feeds my spirit?• What do people compliment me on?
@AndreaTEdwards#BeGreaterThan
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
313131
Then it’s theWhere & How
@AndreaTEdwards#BeGreaterThan
Where?
@AndreaTEdwards#BeGreaterThan
Sharing great information aligned to your brand
How?
@AndreaTEdwards#BeGreaterThan
Accenture Content is Awesome
@AndreaTEdwards#BeGreaterThan
@AndreaTEdwards#BeGreaterThan
@AndreaTEdwards#BeGreaterThan
@AndreaTEdwards#BeGreaterThan
Easiest Place to Find it?
@AndreaTEdwards#BeGreaterThan
External Content Aligned to Your Voice
@AndreaTEdwards#BeGreaterThan
Doesn’t
have to be
written
Video-log
DrawDesign
Create
Photograph
Blogging?
@AndreaTEdwards#BeGreaterThan
Blogging• It’s how you stand out• Builds careers• Influencers blog• Share wisdom, inspire teams, help customers• Define yourself• Core of social leadership
@AndreaTEdwards#BeGreaterThan
• Answer customer questions• Learnings from industry conversations• Share specialist knowledge• Challenges and possible solutions• Trends and what you’ve learnt• HR – recruitment, retention, tips, career advice• Marketing – growth hacking, CX, content marketing• Leadership – leading teams, managing crisis, etc. • LinkedIn Themes - #HowIHire #IfIwere22 #Thankyoumentor
What Should I Blog About?
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But You Have to Look Good Too
@AndreaTEdwards#BeGreaterThan
Stanimira
@AndreaTEdwards#BeGreaterThan
Here’s Mine
@AndreaTEdwards#BeGreaterThan
Where Can I Find Images?• Media coverage?• SlideShare decks?• LinkedIn blog posts?• Other blogs posts?• Photos at work• Event photos• Company photos• Off-sites• Team activities
@AndreaTEdwards#BeGreaterThan
8 Simple Steps for a Quick Start
@AndreaTEdwards#BeGreaterThan
#8Be kind, be careful. Never judge or criticise
#6Make hashtags a habit. It connects you to ideas and audiences
#5Support friends and people you admire
#7Join and participate in groups; LinkedIn, Tweet chats
#4Find content and share often. Always, always add your opinion
#2Be realistic about what you can do and commit
#1Define your voice – what you stand for
#3Commit to sharing Accenture content 1x week or more
BUTT – is it True?H – is it Helpful?I – is it Inspiring?N – is it Necessary?K – is it Kind?
@AndreaTEdwards#BeGreaterThan
The Giving Economy
@AndreaTEdwards#BeGreaterThan
The basic rule? Always, always remember it’s not about you!
It’s about serving your customer, your audience
Today you are a….
@AndreaTEdwards
AndreaTEdwards
andreatedwards.com
Andrea T Edwards
Andrea Edwards
@NovusAsia
Novus Asia
Novus Asia
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