creating big earners with this thing of ours, social media by jason white

#SMX #13C @Sonray

Jason White, VP SEO & SMM, DragonSearch

Creating Big Earners with this Thing of Ours, Social Media

#SMX #13C @Sonray

Organic Reach on your Distribution Networks

#SMX #13C @Sonray

#SMX #13C @Sonray

EL CHAPO FEELS THE STRUGGLE

#SMX #13C @Sonray

EMPLOYEE ADVOCACY

#SMX #13C @Sonray

WHY EMPLOYEE ADVOCACY? REACH. INFLUENCE.

#SMX #13C @Sonray

RELATIONAL ASPECTS

#SMX #13C @Sonray

HOW THE HIT IS PERFORMED

#SMX #13C @Sonray

SIDE DISH OR THE WHOLE DINNER?

#SMX #13C @Sonray

Thereisnobesttool,onlythebesttoolforyou.

AVAILABLE TOOLS

#SMX #13C @Sonray

LOW BUDGET PROOF ON CONCEPT

#SMX #13C @Sonray

•  Collaborative•  Creative

•  Competitive

•  Controlling

CULTURAL CONSIDERATIONS

#SMX #13C @Sonray

•  Extendreach•  Buildfollowers

•  Drivetraffictothesite

•  Drivemoreleads

•  Reachneworexistingdemographics

•  Retaincurrentclientsvsfindnewclients•  Testing

•  Branding

•  Improvingbrandsentiment

ESTABLISH THE GOALS

#SMX #13C @Sonray

BOSS

ASSOCIATES

SOLDIERS SOLDIERS SOLDIERS

CAPOCAPO CAPO

UNDERBOSS

CONSIGLIERE

C-SUITE

OTHER SUPPORT STAFF

PRODUCTION EMPLOYEE EMPLOYEE

MARKETINGSALES MANUFACTURING

FINANCE/ADMIN/HR

VP LEVEL

MAFIA VS CORPORATE STRUCTURE

#SMX #13C @Sonray

Betransparent•  withyourgoals

•  withtheexpectations

•  makesuretheyknowthatyoucan’tdoitwithoutthem.

Structurethebetacrewtoinclude10-20people

RECRUITING YOUR CREW

#SMX #13C @Sonray

Trust-enablesshareswhileshowingtheorganizationtruststheemployeeFreedom-Notallmessagesaregoingtobesharedbyallparticipants-that’sa-o-k.

TRANSPARENCY

#SMX #13C @Sonray

Theprocessyoucreateneedstobeeasyandworkwithinalreadyestablishedworkflows.

EASY WORKFLOW

#SMX #13C @Sonray

Youwanttounderstandhowthecontentyouhavenowmapstothebuyjourney.Yourgoalsarelikelygoingtofallwithintheuserdecisionjourney.

UNDERSTANDING USER JOURNEY

#SMX #13C @Sonray

THE CORRECT MIX OF SHAREWORTHY CONTENT

#SMX #13C @Sonray

Monthone•  Gettingcomfortable...aweakbaseline

Monthtwo•  Requiretweakstotheprocessandgive

youdeeperinsights...astrongerbaseline

Monththree•  Youshouldbehittingyourstride

Know Your Weakness, Play Your Strength

#SMX #13C @Sonray

•  Reportwhat’sworking&whatisn’tworking•  Solicitfeedback

ASSESSMENT

#SMX #13C @Sonray

•  TrafficStats•  ConversionStats

•  ComparisonstoSiteTotals

•  Mostpopularcontentbytype–  Blog

–  Whitepaper

–  PDF

–  Resources

COMPREHENSIVE REPORTING

•  ByDistributionChannel–  LinkedIn

–  Twitter

–  Facebook

•  Monthovermonthincreaseswiththeprogram

•  Reach/EngagementandPRmetrics

#SMX #13C @Sonray

•  %ofuserswhothoughttheprogramwaseasytouse

•  %ofuserswhoenjoyedsharingmessages

•  %wishtocontinuesharingcontent

•  Whatbenefitshaveyounoticedasaresultofbeingapartoftheprogram?

•  AdditionalCommentsand/orrecommendations?

SURVEY RESULTS

#SMX #13C @Sonray

•  Peoplefeedoffofcompetition

•  Prizedoesn’thavetobecrazy,peoplefeedoffofrecognition

GAMIFY

#SMX #13C @Sonray

•  Your brand ambassadors can be used for all kinds of objectives

•  Content mapping work super useful for tactical outreach

•  Engagement in places the brand can’t go

FLEXABLE APPLICATIONS

#SMX #13C @Sonray

•  Employeeadvocacyprovidesacatalystforreachandinfluence

•  ContentMappingprovidestheSEO,SMMone-two

•  ContentAuthors=AdvocacyMembers

•  Transparency&EducationBuildTrust

•  Feedbackhelpsrefineyourmessaging

•  GamificationCanMotivateforSpecialCampaigns

•  UseyourAdvocacyCampaigntogetmessaginginuniqueplaces

KEY TAKEAWAYS

#SMX #13C @Sonray

JASON WHITE // Jason@DragonSearch.com // @Sonray // www.Linkedin.com/in/jaylwhite

THANK YOU!

#SMX #13C @Sonray

LEARN MORE: UPCOMING @SMX EVENTS

SEE YOU AT THE NEXT #SMX