Today, it’s all about shoesThe APSS Speech, by Andrea Edwards

@AndreaTEdwards /CommunicatingAsiaPacific/AndreaEdwardsAsia

@AndreaTEdwards

Social media and content marketing is…

All About Putting Yourself in the Shoes of Your customer

@AndreaTEdwards

Let’s put ourselves in the shoes of a CEOThey want to…• Be recognized as a great leader, leave a legacy • Build a digital business, stay ahead with IT• Protect brand reputation• Employee satisfaction, recruitment & safety • Deliver customer delight• Ensure shareholder value• Cost control & profitability• Build a strong leadership team• Ensure they are prepared in case of an economic crisis • Growth into emerging markets• Environmental concerns • OR if there’s a crisis possibility - the 20 second PR plan

Just a few examples, there are many more

@AndreaTEdwards

So who is your customer?

@AndreaTEdwards

What do they care about?

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Now define your voice in relation to your customer

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Share stories relevant to your customer

Create and curate these stories

@AndreaTEdwards

Curate content supporting your customer story

@AndreaTEdwards

Best way to track? LinkedIn company pages

@AndreaTEdwards

80 / 20 ruleOther content Vs your own

80 / 20 ruleSharing value Vs selling

@AndreaTEdwards

@AndreaTEdwards

Some take-aways• Put yourself in your customers shoes always• Flip from marketing mindset to content marketing• Define your story in relation to customer pain points• Select your social channels based on where

customers are• Spend $ - pay to play today• Focus on building a community• Reduce sales/self promotion to a minimum • Support and celebrate your community• Be patient• Be authentic

@AndreaTEdwards

@AndreaTEdwards

See you on social media

Communicating Asia Pacificandreatedwards.com

AndreaEdwardsAsia@AndreaTEdwards