hootsuite linkedin guru event february 2016 #hootupsg
TRANSCRIPT
@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.
@AndreaTEdwards #HootupSG
But YOU are important to your brand…15% of people trust recommendations from brands
84% trust recommendations from people they know
Reference: Gartner
@AndreaTEdwards #HootupSG
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
@AndreaTEdwards #HootupSG
@AndreaTEdwards #HootupSG
What is content marketing?
“If you want to sell me a camera, tell me how to take great photos”
CMI
@AndreaTEdwards #HootupSG
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
@AndreaTEdwards #HootupSG
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
@AndreaTEdwards #HootupSG
@AndreaTEdwards #HootupSG
• 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?
@AndreaTEdwards #HootupSG
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 #HootupSG
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
@AndreaTEdwards #HootupSG
What are you AWESOME at?
@AndreaTEdwards #HootupSG
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?
@AndreaTEdwards #HootupSG
@AndreaTEdwards #HootupSG
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
@AndreaTEdwards #HootupSG
Then it’s where
And how
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Find content aligned to your voice
@AndreaTEdwards #HootupSG
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
@AndreaTEdwards #HootupSG
Doesn’t
have to be
written
Blog
Video-log
DrawDesign
Create
Photograph
@AndreaTEdwards #HootupSG
• 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?
@AndreaTEdwards #HootupSG
BUTT – is it True?H – is it Helpful?I – is it Inspiring?N – is it Necessary?K – is it Kind?
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The giving economy
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The next 8 steps I would take
@AndreaTEdwards #HootupSG
#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
@AndreaTEdwards #HootupSG
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 #HootupSG
@AndreaTEdwards
AndreaTEdwards
andreatedwards.com
Andrea T Edwards
Thank you so much! Stay in touch