hootsuite linkedin guru event february 2016 #hootupsg

@AndreaTEdwards

/AndreaTEdwards

/AndreaTEdwards

www.AndreaTEdwards.com

So you want to become an influencer?

Awesome, here’s what I’ve learnt

@AndreaTEdwards #HootupSG

How we buy & learn has changedConsumers are 80-90% of the way through the sales cycles before they even come to a brand. They are learning and deciding outside the brand.


But YOU are important to your brand…15% of people trust recommendations from brands

84% trust recommendations from people they know

Reference: Gartner


Information overload

In the last 10 years we’ve created more information

than in all of human history

It’s expected to double in the next two years

Average attention span dropped

12 secs in 2000 8 secs in 2015 Statistic

Brain


What is content marketing?

“If you want to sell me a camera, tell me how to take great photos”

CMI


Speaking about your brand, products or services – that’s marketing; still relevant but different• It’s about speaking to the whole

customer • Helping them succeed• Keeping them informed on relevant

issues• Improving their lives• Answering their questions

Content Marketing isn’t


Content Marketing is fundamentally about business transformation

It’s not something the marketing team ‘does’

Everyone must be on board and it starts at the top


• Level 1 – Content Marketing? What is it?• Level 2 – We have a corporate blog & branded social

accounts• Level 3 – We have a company-branded blog, with a mix

of outside contributors• Level 4 – We leverage employees using software to

pass targeted marketing content to their social networks

• Level 5 – We help employees – nearly all of them – create content in their own voice and then feature their insights on our site, demonstrating their expertise as a way to incorporate their personal brands with our corporate brand

• Level 6 – We have moved beyond our business and now incorporate the entire ecosystem of our company – customers, partners, influencers, associations, etc..

Inspiration: OP|EN for BUSINESS!

The 5+1 levels of Content Marketing

@AndreaTEdwards

/ AndreaTEdwards

/AndreaTEdwards

www.AndreaTEdwards.com

#HootupSG

As brands, as individuals you’ve got to be amazing

How do you do that?


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.


If you want to become an influencer

You’ve got to run your own race. Don’t get distracted by others or compete with anyone. Learn from

others, but focus on what you want to achieve


What are you AWESOME at?


Start from a place of meaning

• What do I want to be known for?• 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?• What gives me energy? What feeds my spirit?• What do people compliment me on?


So many whys

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


Then it’s where

And how


Find content aligned to your voice


Blogging

• It’s how you stand out• Builds careers - internal & external • Influencers blog – it’s how you become one• It’s the platform to share wisdom, inspire

teams, help customers• It an opportunity to capture the essence of

what you believe/know• Blogging is the core of this new social world


Doesn’t

have to be

written

Blog

Video-log

DrawDesign

Create

Photograph


• Answer customer questions• Share learnings from industry conversations• Share specialist knowledge• Common challenges and possible solutions• Trends you’re focused on and what you’ve learnt• HR – recruitment and retention issues, interview 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?


BUTT – is it True?H – is it Helpful?I – is it Inspiring?N – is it Necessary?K – is it Kind?


The giving economy


The next 8 steps I would take


#8Don’t annoy senior execs. Don’t ask too much of people

#6Share business content 1x week or more

#5Support friends & people you admire

#7Join & participate in groups – LinkedIn, Tweet chats

#4Find content & share often. Always ALWAYS add your opinion

#2Be realistic about what you can do and commit

#1Define your voice – what you stand for

#3Maximize social assets – visuals, content – no eggs


The basic rule? Always always remember it’s not about you!

• It’s about the customer of your content & the value you deliver

• You must consistently put yourself in their shoes

• This new world is all about giving – it’s where you can really shine


@AndreaTEdwards

AndreaTEdwards

andreatedwards.com

Andrea T Edwards

Thank you so much! Stay in touch