data driven story-telling
TRANSCRIPT
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© Glassdoor, Inc. 2016
Battery Ventures Growth MarketingStorytelling Through Data
Dawn Lyon | Glassdoor Corporate Affairs@LyonSHARE @Glassdoor
Glassdoor is a registered trademark of Glassdoor Inc.
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© Glassdoor, Inc. 2016
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© Glassdoor, Inc. 2016
Two-Sided Marketplace Job Seekers/Employees <> Employers
Home Owners/Shoppers <> Real Estate Pros / Businesses
Media Models with SaaS-Like Properties
Job Advertising, Employer BrandingRobust Analytics
Real Estate ListingsMortgage CPC/Leads
Provocative Marketing“Empowerment” Launched “Workplace Porn”Launched the Zestimate
Monetizable Audience Employees / job seekers =Active/passive candidates
Home owners, buyers, sellers, borrowers, remodelers
Category Leadership #2 U.S. job search site1
Most content about jobs & companies#1 U.S. real estate website
Source: 1) Comscore October 2016 Media Metrix®
Productizing Data Labor Market, Company, Job, Pay, Benefits, Interview Insights
Real Estate/Housing Market Data & Insights
Compelling Story TellingTips and tricks, celebrity homes,local relevance, inspiration
Tips and tricks, culture, management, workplace humor, inspiration
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© Glassdoor, Inc. 2016
MIND THE GAPFIND THE GAP
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© Glassdoor, Inc. 2016
Look at gaps in market/industryExplore your data troveAssign cross-functional teamStart small (1-2 ideas) with multi-audience appealExploit multiple channels (SEO!)
Build a wish list
Test, refine, and test
Practice patience
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© Glassdoor, Inc. 2016
Weave the Biggest Web Possible
Content “story”
Media/PR
Govt./Coalitions
Economic
Industry/ Trade
Social
Events
E-BooksWebinars
Academia
Analyst Relations
Internal Activation
Syndication
Influencer Activation
Blogs
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© Glassdoor, Inc. 2016
Finding the Gap: Setting a New Standard…
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© Glassdoor, Inc. 2016
• Change the ConversationHome values vs. home prices
• Penetration Requires Repetition… and PatienceMonths and years, not days or weeks
• Introduce New LensesLayer in new data / analyses (negative equity, home types, etc.)
• Take a Stand: Argue Your Advantages
• Stay the course….
Finding the Gap: Setting a New Standard…
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© Glassdoor, Inc. 2016
Finding the Gap: Gender Pay Gap
ORIGIN: Economic Research
WEB WOVEN:• PR/Media (multiple)• Events• Speaking Opportunities• Bylines• Blog Content• Webinar• E-Book• Government Affairs• Employer GG pilot program
RESULTS:• Research/events attracted
high-profile participants• Record media
mentions/branding• Incredible thought leadership
– equal pay category• High-value SEO• Multi-month (years??) legs
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© Glassdoor, Inc. 2016
Finding the Gap: Third-Party Partnerships
ORIGIN: Demand Gen / PR
WEB WOVEN:• Media• Investors• Sales Collateral• Blog Content• Webinars• E-books• Social• PR
RESULTS:• Top-performing demand
gen / pipeline• High-value SEO• Trade media • Third-party implied endorsements• Increased credibility
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© Glassdoor, Inc. 2016
Finding the Gap: Become THE Expert
ORIGIN: Demand Gen
WEB WOVEN:• Webinar• Blog Content• Trade PR• E-books• Speaking opportunities• Social
RESULTS:• Among top-performing demand
gen / pipeline / bookings• High-value SEO• Thought leadership• Increased credibility
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© Glassdoor, Inc. 2016
Finding the Gap: Benefits DataResearch/Blog
E-Book
ORIGIN: Economic Research
WEB WOVEN:• Media/PR• Blog• Email• E-Book• Webinar• Social• Government Affairs
RESULTS:• Media exceeded
expectations• Top-performing
demand gen / pipe• Interest from WH /
DOL / Congress• High-value SEO
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© Glassdoor, Inc. 2016
Finding the Gap: Employees’ Choice Awards
ORIGIN: PR
WEB WOVEN:• Media• Events• Speaking Opportunities• Blog Content• Social• Webinars• E-Book• Bylines
RESULTS:• Built a franchise• Huge media hits• Top-performing demand
gen / pipeline / bookings• Ongoing brand moments / ROI• High-value SEO• Events with high-profile
participants
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© Glassdoor, Inc. 2016
Finding the Gap: Finding Rinse & Repeat Formulas
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© Glassdoor, Inc. 2016
Finding the Gap: Finding Rinse & Repeat Formulas
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© Glassdoor, Inc. 2016
Summary
Find THE Gap
Assemble cross-functional team to work to fill it
Start with 1-2 meaningful ideas then build
Weave a multi-channel web around data insights
Partner with third-parties
Become THE expert
Stay the course: test, repeat, test…. and be patient.