This presentation by Andrew Ford, founder of Social Star, covers all the essential tips and tricks of how to leverage LinkedIn to establish a Powerful Personal Brand. It touches other social media such as the decline of Facebook and rise of Google Plus, however focusses on LinkedIn as the most powerful business tool available. Andrew's three step formula covers how to create your brand and details the five essential brand assets everyone needs to get right.

1. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Wednesday 25th June 2014

2. WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord

3. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Problem
How to stand out in a
noisy world

4. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Solution
Attract rather than Find

5. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
But How?
“80 million people are
Googled every day”
- Ruby Media Group

6. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Be Found
Google and social media is where people search for you and your
business.
Content is the key!

7. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Lead People to You

8. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Social Media Headache?

9. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Keep it Simple

10. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141

11. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141

12. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141

13. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141

14. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
No longer a resume site
NOW
a powerful business network
LinkedIn

15. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Personal Branding

16. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Who it works for
People Driven Businesses

17. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
It works because…
“90% of people trust a
peer recommendation and
only 14% trust
advertising”
- Eric Qualman

18. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Push Marketing
• Advertising
• Marketing
• Ads
• Google SEM
• Social ads
• Push
• Money
• Quick and stop
Change in Thinking
Attraction Marketing
• Branding
• Networking
• Content
• Google SEO
• Social posts
• Attraction
• Effort
• Slow and continued

19. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141

20. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Create Attraction
Proven process
LeverageUnderstand Build

21. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Who is it for?
Everyone

22. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Brand Assets
Tagline
Biography
Website
Photography
Social Media

23. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Step 1
Photography

24. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Hero Shot
• White or dark background
• In studio
• Chest up headshot
• Open, friendly, smile
• It’s all in the eyes
• Think of yourself doing what
you love at work
• Dress as you would at work
• Wear your star outfit
Star Photos
Personality Shots
• What is your personality?
• Bring several changes of
clothes
• Full length, siting, mix it up
• Creative expressions
• Be more you
• Think of you doing an
activity you love
• Weekend wear

25. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Before…
Star Photos
After…

26. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Before…
Star Photos
After…

27. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Step 2
Tag Line

28. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Tag Line
Tips
• Describe your value not your
job title
• Make it key word specific for
your services
• Can feature your company
name
• Can tell a story, it depends on
what your attracting
Places
• LinkedIn
• Personal Website
• Company Website
• Biography
• About.me
• Facebook
• Twitter
• Google +
• Pinterest

29. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Step 3
Biography

30. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Full Bio
• 500 words max
• One page with photo
• Personality and qualifications
• Written in third person
• Personal website
• Conferences
Star Bio’s
Short Bio
• 300 words
• LinkedIn, Facebook,
Google + etc
• Company website
• Take out qualifications
section

31. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Before…
Star Bio’s
After…

32. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Step 4
Website

33. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Company Website
• Ensure you have your name,
photo and bio there
• Have LinkedIn connection
• Have your photo correctly
named
• Have your information as text
not images
Star Website
Personal Website
• Buy www.yourname.com.au
• If not available buy .net.au
or .me.au
• Create a site in Wix, Weebly,
Wordpress or Square Space
• Create a blog from here
• Create links to your work
website
• Connect all social media

34. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Step 5 – Social Media Channels

35. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Connection Channels
• LinkedIn
• Facebook
• Google +
• Blog followers
• Email subscriptions
Social Star
Broadcast Channels
• Twitter
• Pinterest
• Instagram
• YouTube
• Snap Chat

36. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
LinkedIn Offer
Professional Photo Shoot
Professional Tag Line
Professional Biography
LinkedIn Workshop 2 hours
Standard Price $1,500
Three 2 hour brand workshops one to one
Full LinkedIn review
Personal brand website
Three months of brand coaching
Full brand makeover $5,000
LinkedIn Stats
• Worlds largest business network
• 1 of 3 business people (6m Aust)
• 93% of Marketers rate LinkedIn as
effective for generating leads
• LinkedIn drives more traffic to B2B
blogs and sites than Twitter,
Facebook and G+ combined
• LinkedIn members are 50% more
likely to engage with a Company
they engage with on LinkedIn
• 65% of companies acquired B2B
leads through LinkedIn

37. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Websites
www.socialstar.com.au
www.andrewford.com.au
www.About.me/fordy
Connect With Me
Social Media
LinkedIn : sirford
Facebook : andyjford
Twitter : @sirford
Instagram : sirford
Youtube : Andrew Ford
Google + : Andrew Ford

38. WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord

39. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
About Us…

40. WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Social Star specialises in digital branding advice for
business professionals and high profile individuals to
unleash their authentic brands online.

41. The concept of branding yourself in a personal and authentic way; rather than simply
marketing impersonal messages or products.
Review Current Brand Brand identity
Find your audience Build online assets
SKETCHWWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Create partnerships Utilise social media

42. Personal
Branding for the individual. Build, utilise and
position your own personal digital assets to
cut through the crowded digital space.
SKETCHWWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
Corporate
Building a highly targeted, highly tailored
strategy to integrate our personal branding
with a business focus.

43. PERSONAL WEBSITE
DIGITAL CRITIQUE & TRAINING
PROFESSIONAL BIOGRAPHY
BRANDING STRATEGY
PUBLIC RELATIONS
PROFESSIONAL PHOTOGRAPHY
We have in-house photographers that
specialise in capturing an individual’s
presence on film.
One of the best ways to position your personal brand
online is a website. Social Star builds you a custom
website so the world knows who you are and what
you’re about.
Our digital aficionado’s will review your current
online channels and teach you art of social
networking to developing significant
partnerships.
We are a full service digital branding agency that focuses on the individual
first, then the organisation. Our core branding consists of…
Writing a biography can be difficult,
particularly if you’re writing about yourself.
That’s why Social Star has dedicated
biography writers.
In addition to building your personal brand we
work with you to develop the most strategic
approach to launching it.
In addition to building and launching your
brand online we can show you how to
manage this newly developed image.
SKETCHWWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141
101

44. Critique
Training
Website
Biography
Strategy
Photography
This is you
What do you do?
What are you doing online?
Evaluate. Respond. Engage.
You online
Who are you?
WWW.SOCIALSTAR.COM.AU | +61438390613 | 5 OXFORD ST, SOUTH YARRA, VIC, 3141

45. WWW.SOCIALSTAR.COM.AU | +61438390613 | @SirFord