how to get your experts and lkeaders writing and sharing content
TRANSCRIPT
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
