How to Build a Rock Star Personal Brand
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Transcript of How to Build a Rock Star Personal Brand
How to build a rock star personal brandBuild your opportunities, build your future, build your dreams
@AndreaTEdwards
/AndreaTEdwards
/AndreaTEdwards www.thedigitalconversationalist.com
The Digital Conversationalist
The Digital Conversationalist
@AndreaTEdwards #TDC
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.
#TDC
#TDC
@AndreaTEdwards
We are the revolution!
How we buy & learn has fundamentally shifted
Consumers 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: Gartner
For B2B anywhere from 65-90% Forrester
@AndreaTEdwards
Brand challenges
Only 15% of people trust recommendations from brands
Brand trust has dropped
84% trust recommendations from people they know
But people trust people – and that’s why employee advocates are critical
“If your employees aren’t your biggest fans, you’ve got problems WAY bigger than social media” Jay Baer
Because let’s face it
@AndreaTEdwards
“There are no secrets. The networked market knows more than companies do about their own products. And whether the news is
good or bad, they tell everyone.”
The Cluetrain Manifesto
@AndreaTEdwards
People are the change• We are in the midst of a global conversation – it’s powerful• We are discovering and inventing new ways to share
knowledge • We are faster AND smarter than most companies• We are having conversations – open, honest, funny, straight-
forward and sometimes horrible • But they are genuine human voices• Business continues to speak marketing - not human • And they continue to do it in campaigns or quarters• Business sends a brochure, a CTA, PR• The consumer doesn’t care • Today we must unleash the humans of business
@AndreaTEdwards
A very quick look at content marketing
@AndreaTEdwards
What is content marketing?Content marketing is about creating conversations
with customers, partners and influencers
To achieve that, it’s about creating content so good, it earns the right to exist in your customers
world, where they are
Our goal today, is to build so much loyalty with our customers – because we are consistently
delivering value to them – that they want to buy from us to reward us for our efforts
@AndreaTEdwards
“If you want to sell me a camera, tell me how to take great photos”
Content Marketing Institute
Best definition
@AndreaTEdwards
But…
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
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 to 8 secs in 2015 - Statistic Brain
#TDC
It’s a noisy world… and it’s not all good!
@AndreaTEdwards
Where are we deciding/learning?
@AndreaTEdwards
The big one – 1.65 billion
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But we’re not just learning. We’re being distracted!
#TDC
#TDC
@AndreaTEdwards
Benefits of building a strong brand
My journey• Career opportunities• Perceived influencer• Speaking invitations• Media interest• Credibility/respect with decision makers• Known as an expert • Globally connected• Launched a business off the back of my brand• The story will continue to unfold
What will yours be?
@AndreaTEdwards
Let’s get onto being fantastically amazing
@AndreaTEdwards
A strong personal brand has…
1.Credibility – your expertise2.Purpose – your why3.Focus – your theme4.Community support – the
‘tribe’5.Reach - beyond direct
community
@AndreaTEdwards
61% 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
#SocialCEO
@AndreaTEdwards
…dominates as the“entry network”of choice amongCEO’s
Of CEOs with only 1network, 70% chose LinkedIn
Nearly half of all social CEOs are only on LinkedIn−presumably because of the unmistakable business benefits
@AndreaTEdwards #TDC
Personal branding isculturally challenging
Cultural Selling & telling
Not getting benefits to us and our business
Our role in communitie
s
@AndreaTEdwards #TDC
SupportersCreators
Lurkers
You’ve got to be in the top 10%
#TDC
@AndreaTEdwards
Getting to the heart of being successful
@AndreaTEdwards
@AndreaTEdwards
1.What makes me great?2.What makes me unique?3.What makes me compelling?
Uncover your magic
@AndreaTEdwards
What is my profession? What am I awesome
at?
Am I more than one
thing?
What can I commit to?
Or…
What’s really
important to me? What do I stand
for?
When I light people up, what is it I am speaking
about?
@AndreaTEdwards
Am I more than one thing?
MeProfessional communicator Mummy Me
@AndreaTEdwards
Who?• 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?
#TDC
@AndreaTEdwards
There are 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
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Not a why
@AndreaTEdwards
My why?
#TDC
Find content aligned to your story
#TDC
Doesn’t
have to be
written
Video-log
PodcastDrawDesignCreate
Photograph
Blogging?
#TDC
@AndreaTEdwards
Why blog?• 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
#TDC
Which platforms?
Where should you be? Where
your customers
are
Spend time ensuring your online profiles look fabulousRemember visuals – 63% of the world’s population
are visual learners
#TDC
#TDC
#TDC
#TDC
Use images in your profile – photos, links, SlideShare decks, blogs, etc…
@AndreaTEdwards #TDC
@AndreaTEdwards
Other tips and tricks1. Be realistic about what you can do and commit2. Commit to sharing your company content 1x week
or more3. Find content & share often. Always ALWAYS add
your opinion4. Support friends & people you admire5. Make hashtags a habit – connects you to ideas &
audiences6. Join & participate in groups – LinkedIn, Tweet chats7. Be kind, be careful. Never judge or criticize
@AndreaTEdwards
Don’t be a viral sensation…
@AndreaTEdwards #TDC
T – is it True?H – is it Helpful?I – is it Inspiring?N – is it Necessary?K – is it Kind?
#TDC
Join the Giving EconomyJoin the Giving Economy
#TDC
A book about tribe building
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Bring your mind & heart together
@AndreaTEdwards
6 concluding thoughts
1. Focus2. Persistence3. Boundaries4. Audience5. Tribe6. Authenticity
#TDC
Please remember
If you want to blog & build your personal brand
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
“Champions aren’t made in the gyms. Champions are made from something they have deep inside them: a desire, a dream, a vision. They have to have last minute stamina, they have to be a little faster, they have to have the
skill and the will. But the will must be stronger than the skill”
Muhammad Ali
Stay in touch