Positioning your brand and people as trusted authorities

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Presentation transcript:

Positioning your brand and people as trusted authorities Stephen Waddington | @wadds

Media and speaking opportunities Talent engagement Business development and sales Publishing deals: five books Career development and opportunities Profile and access Take out words on photo

WHY IS THIS IMPORTANT? AMPLIFY brand news; create visibility INSPIRE employees ESTABLISH category and industry expertise SERVE as a corporate spokesperson/ambassador; extend the brand halo BUILD equity via connections with peers and media SPARK and lead the conversation about the brand PERSONIFY brand values Take out words on photo

WHAT YOU’RE SHOOTING FOR: Take out words on photo

WHAT IT TAKES: PHASES 3 Take out words on photo

START WITH A PLAN PHASE 1: What do you want to achieve? What’s point of view Media and community discovery Listen to your markets Develop a content calendar Create and publish content Engage in ongoing conversation Evaluate, test and learn PHASE 1: START WITH A PLAN Take out words on photo

CONTENT AND CONVERSATION Your company news Market intelligence Analysis and reports Learning and development Report from an event Book reviews PHASE 2: CONTENT AND CONVERSATION Take out words on photo

TEST, LEARN AND ADAPT PHASE 3: Followers, engagement Search engine optimisation Traffic New business relationships Speaking opportunities PHASE 3: TEST, LEARN AND ADAPT Take out words on photo

HOW KETCHUM CAN HELP PRESENCE BUILDING AND SOCIAL LISTENING Profile optimisation and builds Social training on new platforms Topical listening based on strategy Heads up on social events Recommended follower lists CONTENT CREATION & PUBLISHING Content strategy aligned to goals Write new content or edit yours Image creation, publishing Real-time optimization Paid amplification MANAGEMENT & MEASUREMENT Daily monitoring of community Engagement with other influencers and followers Measurement and reporting

GET IN TOUCH! STEPHEN WADDINGTON Chief Engagement Officer stephen.waddington@ketchum.com +44 7771 851407