OUR ORGANIZATIONSearch & Social Group• 6 Team Members - SSG• Authorship Organizational Coordination• Content Strategy Team – ADI• Technical Services - ADI• Local Publishers - Papers• Local Editorial Staff – Papers• Over 1000 Authors
OUR ORGANIZATIONTo be Set-up with AuthorshipThen trained to build AuthorRank
OUR CHALLENGES• Early Adopters• Technical Implementation• Mass Training• Author Pushback• Google+ Indifference• Time and Priorities
EARLY ADOPTERSWe love our early adopters !But they can get caught up in early issues withproducts as is the case here.• Photographers Love Google+• Reporters not so much• Email Verification is a problem for us
TECHNICAL IMPLEMENTATIONRequest for the Implementation of Authorshipwas made Mid 2011Implementation happened1st Quarter of 2013
MASS TRAININGSomething we are very familiar with.• Annual in-person training for eachmarket• www.advancessg.com• Monthly internal newsletters
MASS TRAININGWhat did we add to training?• Creating a Google+ account• Connecting their account to our sites• Managing their “Contributor to” links• Using/Optimizing Google+ overall• The effectiveness of G+ Communities• Why this all matters
AUTHOR PUSHBACKWhy are we adding one more thing for themto worry about?• Too many social accounts to manage• No one is on Google+• There are better uses of my time• I don’t have timeAdoption is slow. I’m happy with 20%.
NEGATIVE FACTORSSelling AuthorRank .. It’s already happening“ … they have connected their web sites to theirGoogle+ profiles and all of the content they writeappear in the Google search results along with theirphoto that shows their Authorship status.”This might work for a while .. But not for long.
AUTHORSHIP OWNERSHIPWhen an author leaves the organization whathappens to their authorship?• We never change by-lines.• Policy strongly suggests no “Hybrid” accountnames such as “JimDuncanTP”• Authors that have moved on will continue tobuild AuthorRank and improve our site too.• At some point, Authorship/AuthorRank willbecome a hiring consideration
THANKS16John CarcuttDirector of SEO and Social MediaAdvance Digital Inc.@JohnCarcutt
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