the international geek exchange - state of search 2014
DESCRIPTION
Given at 2014 State of Search by DFWSEM in Dallas, Texas. Overview on what the International Geek Exchange is, how to get started and what you need to participate.TRANSCRIPT
Portent, Inc.Elizabeth Marsten
State of Search 2014
The International Geek Exchange
MeVice President of Search Marketing:PPC, SEO, Social, Analytics
Geek.
@ebkendo
Portent,Inc.
Seattle, WA.Digital Marketing Agency
.
The International Geek Exchange
Finland
@ebkendo
@ebkendo
It’s Not a Joke Two Geeks walk into a search conference….
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What is the IGE?
The IGE is a program where companies exchange search Geeks with an uninhibited openness of learning and sharing in the pursuit of mastery of their craft regardless of clients, competitors or geography.
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.It’s Been Done Before
Really?
CEO Swap
Moz and SEER
http://www.geekwire.com/2013/ceoswap/
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WhereHelsinki and Seattle
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The War Room
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The Gong
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The Oculus Rift
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The Roadhouse
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The Story
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Kaarle
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HowLogistics, please
• Airfare• AirBnB• Meals (per diem)• Transportation
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How Much Was It?Showing my work
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Geek Exchange 14 days
Airfare $1500
AirBnB $1400
Transportation (to/from airport) $60
Transportation (around town) $20
Meals $400
TOTAL $3,380
Per Day $241
Cost Comparison vs. Conferences
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Conference 2 days
Conference Fee $1,300
Airfare $400
Hotel (2-3 nights) $500
Transportation $60
Meals (dinner) $60
TOTAL $2,320
Per Day $773
Geek Exchange 10 days
Airfare $1500
AirBnB $1400
Transportation $60
Meals $400
TOTAL $3,360
Per Day $280
What Was Needed?From both companies
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• Two week minimum commitment
• Senior level+ Geeks that can influence change in their company
• Management/C-Level support
• Clear financial commitment (companies and the Geek)
• Scheduling of meetings/trainings prior to the Geek’s arrival
• Ability to provide an org chart/seating map (helps with the remembering of names)
• Place to sit, internet connection, monitors (other equipment)
• Commitment from the team(s) of the same and other disciplines to participate
Legally SpeakingNDAs and “Working” Overseas
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WhyBecause “experience” isn’t enough
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An International PartnerYou can always use more friends
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Escape the siloSee how other departments work
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Brain Space10hours and 4,764 miles
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ReinvigorateIncentivize and invest in staff
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It’s Good PRSeriously, it’s good for business
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SpecificallyWhat they taught me
• Yandex tour (PPC & SEO)• CRO workflow and sales process• Analytics workflow• HR and hiring processes• Operations processes• Continuing education program• Google AdWords betas
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SpecificallyWhat I taught them
• You’re not alone in the world• SEO reporting ideas• PPC/SEO reporting narrative• Account management structure• Project management sympathy• New PPC platforms (+ got them a client)
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.The Experience
What I really “learned”
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IGE Isn’t For Everyone
No noobs.
Ideal Candidates • Experienced search marketers
• This is not for “training” in the traditional sense
• Those that are empowered to be change agents when they return
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Ideal Company Culture
• A culture of learning, teaching and sharing
• Already in a regular “training” mode or calendar
• Flexibility and access
• Some senior/same level staff to interact with in multiple departments
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How to Participate
I’m sold
Info Needed to Convince a CFO
• Services (PPC, SEO, etc;)
• Annual average size of clients and revenue for the Geek’s channel (or spend)
• Company size
• Approx. annual revenue
• Name a couple of top tier clients
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Agency or In-house
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Sole practioner might get weird
www.geekexchan.ge
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Thank You!
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