how to get your experts and lkeaders writing and sharing content

And engage with Social

Who should be involved?

Mr Expert Mr Leader Mr Salesperson

The bad news - Three kinds of people:

Mr Expert Mr Leader Mr Salesperson

Qualified lead

Conversion Rate Analysis

SEO

Cost per Acquisition

Channel-Specific TrafficBounce Rate

Speak Their Language

Thought leadership

High Profile Projects

Interview in the Press

Knighthood

More customers!

More money!

Take away the worry?

I’m worried about being boring!

I’m worried about getting it wrong!

I’m worried what people will say

Take away the obstacles

Complex Approval process Restrictive social media policy

How to engage them - A story about accountants

Be seen as the “Go To” Firm

Create more content

Become more visible online

Business as usual

Make it easy

•Remove the shackles – Trust your people• Interviews •Videos – talking heads, Video presentations •Commentary, Opinion and Insights

Make it easy – the Accountants

Incentivise

• Make it about them• Speak their language• Ask for commitment

Incentivise

• Make it competitive• Make it a team

game • Short term

incentives

Incentivise – the Accountants

Feedback - vital

Simplicity + Incentive + Feedback

My Blog post

Engaging with Social Channels

Not everyone will write, but everyone can share!

My post

My colleagues post

My friends colleagues post

Facilitate and encourage sharing

Tips and takeaways

• Speak their language – no marketing jargon!

• Trust your team – remove the obstacles

• Take away the worry • Make it easy• Incentivise• Use Gamification• Feedback, Feedback, Feedback

• Facilitate sharing

Thank you!

@ChrisG_Passlechrisg@passle.net