My deck from the LinkedIn event #Introsg15 in Singapore, June 18 2015. Focused on content marketing, personal branding, and social selling in today's new world, I hope you enjoy it. I also very much appreciated the invitation to speak from LinkedIn. A great opportunity for me.

1. Please
Don’t Cold Call Me
on Social Media
LinkedIn, Social Selling Summit, “Intro Elevating Sales”
18 June 2015
Andrea Edwards
Head of Content Marketing & Training
Novus Asia
@AndreaTEdwards

3. Avid Social User
+
Top 100 Social
Seller Singapore
on LinkedIn

4. Did you know that
your customers are 90%
of the way through
your sales cycle before
they even come to you?
And what about the rest?

5. Where are they?
Getting advice from peers on LinkedIn groups
Making decisions during Tweet chats
Attending networking events
Chatting with friends at BBQs
Reading influencer blogs on LinkedIn
Reading blogs by peers in their industry
On Google hangouts hearing opinions from around the world
Talking to friends on Facebook

6. But they’re
also
being
entertained

7. Or looking at kittens? Meet Xena

8. 15% of people trust recommendations
from brands
84% trust recommendations from
people they know
Sales representatives using social
media outsell 78% of their peers
Leads developed through employee
social marketing convert 7x more
frequently than other leads
Reference: wersm

9. dominates as the
“entry network”
of choice among
CEOs
Of CEOs with only 1 network,
73% chose LinkedIn
Nearly half of all social CEOs are only on LinkedIn —
presumably because of the unmistakable business benefits

10. But now the
noise is
ramping up

11. So what’s the
magic? How can
you be where your
customers are,
influencing them?

12. Content must sit at the heart of business
CONTENT

13. What is content? How
should we think about it?
I believe it’s anything that
starts a conversation

14. To earn the right to your
customer’s time, your content
must be awesome, it must be
all about the customer and it
must be at the heart of
everything you do as a brand

15. Content marketing isn’t speaking about
your brand, products or services
It’s about speaking to the whole customer
Helping your customers succeed
Assisting them in being more informed
Improving their lives
Answering their questions
“If you want to sell me a camera,
tell me how to take great photos” CMI

16. Three focus areas
to finish
Understand your customer
Share and give
Inspire, then feed your team

17. I’m female
Probably in my 40s
I’ve lived in Australia, England, the US, Singapore and Thailand
I obviously love to travel
I’m probably courageous if I do
I was a musician in the Army, so probably creative
My entire career is communications focused
I’m probably a seeker in life
I love to share my knowledge – I believe in giving
My blogs provide insight into my values
I’m informal xxx
I’m irreverent
I obviously love social media
I love how technology transforms lives
I believe in empowerment and equality
15 things you can learn about me on LinkedIn?

18. That’s powerful
knowledge
but there’s more…
If you comment on my blogs
Share my content
Like my updates
Engage with me
Guess what?

19. There’s a lot of
talk about the
Sharing Economy
But really, we must
focus on the
Giving Economy

20. Because today it’s not
about you!
It’s about your customer and the value you
deliver to them
If you can consistently put yourself in your
customers’ shoes, you can’t lose
This new world is all about giving — it’s where
you can really shine

21. The 1/9/90 % rule applies
SupportersCreators Lurkers
You and your team must be in the top 10%

23. Feed your team

24. All of this is
culturally challenging
Cultural – America vs rest of the world
Our role in our communities
Still selling and telling
Limited understanding of benefits to us and our business

25. Take-aways
Be brave and bold
Use social data
Be customer obsessed
Move content to heart
Inspire brand ambassadors
Train and reward stars
Feed amazing content to shine
Create a giving culture

26. @AndreaTEdwards
AndreaEdwardsAsia
Communicatingasiapacific.com
Communicating Asia Pacific
@NovusAsia
Novus Asia
Novus Asia
WeAreNovusAsia