creating big earners with this thing of ours, social media by jason white
TRANSCRIPT
#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
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EL CHAPO FEELS THE STRUGGLE
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EMPLOYEE ADVOCACY
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WHY EMPLOYEE ADVOCACY? REACH. INFLUENCE.
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RELATIONAL ASPECTS
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HOW THE HIT IS PERFORMED
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SIDE DISH OR THE WHOLE DINNER?
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Thereisnobesttool,onlythebesttoolforyou.
AVAILABLE TOOLS
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LOW BUDGET PROOF ON CONCEPT
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• Collaborative• Creative
• Competitive
• Controlling
CULTURAL CONSIDERATIONS
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• Extendreach• Buildfollowers
• Drivetraffictothesite
• Drivemoreleads
• Reachneworexistingdemographics
• Retaincurrentclientsvsfindnewclients• Testing
• Branding
• Improvingbrandsentiment
ESTABLISH THE GOALS
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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
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Betransparent• withyourgoals
• withtheexpectations
• makesuretheyknowthatyoucan’tdoitwithoutthem.
Structurethebetacrewtoinclude10-20people
RECRUITING YOUR CREW
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Trust-enablesshareswhileshowingtheorganizationtruststheemployeeFreedom-Notallmessagesaregoingtobesharedbyallparticipants-that’sa-o-k.
TRANSPARENCY
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Theprocessyoucreateneedstobeeasyandworkwithinalreadyestablishedworkflows.
EASY WORKFLOW
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Youwanttounderstandhowthecontentyouhavenowmapstothebuyjourney.Yourgoalsarelikelygoingtofallwithintheuserdecisionjourney.
UNDERSTANDING USER JOURNEY
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THE CORRECT MIX OF SHAREWORTHY CONTENT
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Monthone• Gettingcomfortable...aweakbaseline
Monthtwo• Requiretweakstotheprocessandgive
youdeeperinsights...astrongerbaseline
Monththree• Youshouldbehittingyourstride
Know Your Weakness, Play Your Strength
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• Reportwhat’sworking&whatisn’tworking• Solicitfeedback
ASSESSMENT
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• TrafficStats• ConversionStats
• ComparisonstoSiteTotals
• Mostpopularcontentbytype– Blog
– Whitepaper
– Resources
COMPREHENSIVE REPORTING
• ByDistributionChannel– LinkedIn
• Monthovermonthincreaseswiththeprogram
• Reach/EngagementandPRmetrics
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• %ofuserswhothoughttheprogramwaseasytouse
• %ofuserswhoenjoyedsharingmessages
• %wishtocontinuesharingcontent
• Whatbenefitshaveyounoticedasaresultofbeingapartoftheprogram?
• AdditionalCommentsand/orrecommendations?
SURVEY RESULTS
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• Peoplefeedoffofcompetition
• Prizedoesn’thavetobecrazy,peoplefeedoffofrecognition
GAMIFY
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• 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
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• Employeeadvocacyprovidesacatalystforreachandinfluence
• ContentMappingprovidestheSEO,SMMone-two
• ContentAuthors=AdvocacyMembers
• Transparency&EducationBuildTrust
• Feedbackhelpsrefineyourmessaging
• GamificationCanMotivateforSpecialCampaigns
• UseyourAdvocacyCampaigntogetmessaginginuniqueplaces
KEY TAKEAWAYS
#SMX #13C @Sonray
JASON WHITE // [email protected] // @Sonray // www.Linkedin.com/in/jaylwhite
THANK YOU!
#SMX #13C @Sonray
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