Mary Delahunty is doing things on LinkedIn that would terrify most CEOs.
But as CEO of ASFA (the Association of Superannuation Funds of Australia), Mary knows the story is not about her - it's about her members. So when an idea strikes - and it's something that matters to members - whether she's just back from yoga on a weekend or not, Mary rushes to her whiteboard, sets up her smartphone, and captures her views in a natural, direct-to-camera video.
And, boy, is it effective.
In this episode of Your Digital Reputation, host Roger Christie explores Mary's "strategy" behind her video efforts, the wonderful response she's had from her community, and how just being herself online has made ASFA more visible, approachable and trusted by the sector.
Tune in to hear about Mary's honest reflections on her journey to date, and her encouragement to those who worry that being less polished means more risk, even as CEOs.
TIMESTAMPS:
00:06:05 - Communicating YOUR way
00:10:44 - Message over the messenger
00:12:06 - Formal vs flexible content creation processes
00:17:05 - The role of CEOs as ambassadors
00:25:25 - The power of authenticity in building trust with audiences
00:28:27 - Approachability, community and engagement
00:34:27 - Why turning up as yourself online is the best strategy
00:37:31 - Online efforts building offline trust
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