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

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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

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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

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

CMI

Best Definition

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An Example

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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

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4 = danger zone5 = your brand is valued 6 = business ecosystem

The 6 Levels of Content Marketing

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And Let’s Face It

If your employees aren’t your biggest fans, you’ve got problems

WAY bigger than social mediaJay Baer

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7 Elements for Success?Trust

Open guidelinesYour brand is valued

Make it easyMeasurementChampions

Coaching – 9% vs 75%

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As brands, as individuals, you have to be amazing.How do you do that?

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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.

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#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

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@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

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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

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SupportersCreators Lurkers

The 1/9/90% Rule

You have to be in the top 10%

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Let’s get stuck into the who, why and howMy tips for a strong start

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If you want to build a strong, authentic

personal brand

Run your own race!

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Start with Focus

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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?

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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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Then it’s theWhere & How

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Where?

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Sharing great information aligned to your brand

How?

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Accenture Content is Awesome

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Easiest Place to Find it?

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External Content Aligned to Your Voice

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Doesn’t

have to be

written

Video-log

DrawDesign

Create

Photograph

Blogging?

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Blogging• It’s how you stand out• Builds careers• Influencers blog• Share wisdom, inspire teams, help customers• Define yourself• Core of social leadership

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• 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

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Stanimira

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Here’s Mine

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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

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8 Simple Steps for a Quick Start

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#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?

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The Giving Economy

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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

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