Presentations during LinkedIn Comms Connect (December 3, 2015). Topics range from shaping the narrative, building your professional brand, earning a seat at the leadership table and evolving skill sets of PR professionals
2. TODAY’S AGENDA
1 Shaping the narrative
Building your professional brand2
3 Panel: Earning a seat at the leadership table
4 Evolving skill sets of PR professionals
7. Dear Amazonians,
If you haven’t already,
I encourage you to give the
(very long) New York Times
a careful read.
I also encourage you to read
this very different take by a
current Amazonian:
Jeff Bezos
8.
9.
10.
11.
12.
13. Building your personal brand
Deepa Sapatnekar
Head of Communications, India & HK
Head of Consumer PR, APAC
LinkedIn
Rei Hasegawa
Head of Communications, Japan
Head of Social Media & LinkedIn for Corp Comms, APAC
LinkedIn
23. Be known for
what you know
Strengthen your reputation
and grow your reach
24. Gets shared
with your network
Reaches the largest
group of professionals
ever assembled
Becomes part
of your profile
Publishing posts
25. Tips for creating powerful posts
Be authentic,
write about what
you know
Remember your
audience, who you
want to reach
Add images
that stand out
Create a
catchy headline
26. Share links, articles, images,
quotes or anything else your
followers might be interested in
UPDATES
Deeply explore topics that
matter to you, then watch the
comments to see your impact
PUBLISHING
Published posts are not the same
as status updates
28. Carson Dalton
Head of Corp Comms
Facebook
Paroma Roy Chowdhury
VP Public Affairs
SoftBank International
Shravani Dang
VP Corp Comms
Avantha Group
Roger Pua
Sr Director, Corp Comms
LinkedIn
Earning a seat at the leadership table
29. Evolving skill sets of PR professionals
Roger Pua
Senior Director, Corporate Communications, Asia Pacific
LinkedIn
32. I grew up in a physical world, and I speak
English. The next generation is growing up
in a digital world, and they speak social
Source: Angela Ahrendts when she was CEO, Burberry
33. #1 communications issue over the next 3 years
Coping with the digital evolution
and the social web
34. CEO sociability at all-time high
Source: Socialising Your CEO: From Marginal to Mainstream – Weber Shandwick
of CEOs engage online and via social
2015
80%
2010
36%
37. ‘Letting go’ can win you an army of advocates
Source: LinkedIn
Current
members
Employees Connections Employees Viewed
Unique 1st degree
connections
Monthly viewers of
employee profiles
41. #2 issue for communicators in APAC in the next 3
years
Source: Asia Pacific Communication Monitor 2015/2016 – Asia Pacific Association of Communications Directors
Linking business strategy
with communications
50. Establish your professional brand
Add Photo:
14X more likely
to be viewed by
others
Add Summary:
10X more likely
to be viewed by
others
Add Industry:
5X more likely
to be viewed by
others
Give a glimpse into who you are and get people excited to learn more about you.
Of course, having a great LinkedIn profile is important for ALL members of LinkedIn, but there are a few audiences I am going to focus on today:
As communication leaders, you are likely representing your company externally as a spokeperson, speaking to reporters, etc. We train reporters on a regular basis on how to use LinkedIn to find the right people in a =n organization – and you want to make sure you’re being found for the right thing.
For your executives, or other thought leaders who are representing your company externally, it’s important for them to define and really “own” their professional brand online among the largest group of professionals assembled online.
And lastly, the third audience I will focus on is all of your employees. People are looking at your employees’ profiles when they’re interviewing to join the company, they’re conference organizers, they’re people who want to learn more about your company.
AND… (transition to next slide)