#C3NY
THE (MOSTLY) LITTLE THINGS IN
SEO TEAM BUILDING THAT
MATTER MOST
Josh Braaten, Associate Director of Inbound Marketi...
#C3NY
JOSH BRAATEN
2
Associate Director of Inbound Marketing
@JLBraaten
CollegisEducation.com
Facebook.com/JoshBraaten
Jos...
#C3NY3
I RECENTLY NEEDED HELP WITH MY FENCE
#C3NY
THE CLASSIC “ASK A FRIEND” FOR HELP
4
Hey there fellas…
Mind coming over and helping
me paint my fence all day
Satur...
#C3NY
WOULD THIS APPROACH WORK BETTER?
5
Hey there fellas…
Mind coming over and helping
me paint my fence all day
Saturday...
#C3NY
THE LITTLE THINGS MATTER WITH FRIENDS
6
#C3NY
TURNS OUT, THE LITTLE THINGS MATTER
WHEN BUILDING A CRACK SEO TEAM, TOO.
7
#C3NY
A CHANGE IN THE WORK FORCE REQUIRES A
CHANGE IN THE WAY WE MANAGE IT
#C3NY
GODIN: COGS VS. ARTISTS
• 20th Century Required Compliance
• Consistency was critical to success
• Top-down manageme...
#C3NY
THEN: OBEDIENCE AT SCHOOL AND WORK
10
Image credit: flickrImage credit: flickr
#C3NY
NOW: ARTISTS CRAVE FREEDOM AT WORK
11
Fully-loaded staff snack area at Google NYC complete with nutritional values
#C3NY
THEN: WORK WAS SUPPOSED TO BE WORK
12
Employees worked where they could and got social fulfillment/actualization som...
#C3NY
NOW: ARTISTS WANT MORE THAN MONEY
13
Today’s employees look to their careers to provide fulfillment on many differen...
#C3NY
THEN: COMMODITY WORKERS & WAGES
14
Wages and margins were defined by a simple employee supply curve based on fiscal ...
#C3NY
NOW: ARTISTS CRAVE FIT ALONG WITH PAY
15
Social accounting perks like benefits, culture, and spirit can help shift t...
#C3NY
PUTTING THE GAURDRAILS ON
#C3NY
WORK SHOULD BE FUN, NOT A VACATION
17
#C3NY
START WITH A HIGH BAR FOR “SPECIAL”
18
• David McCullough, Wellesley High
• 2012 commencement speech
• “You are not ...
#C3NY
FREEDOM REQUIRES “B&W GOALS”
• “Black & White Goals”
• Are tied directly to business outcomes
• Easy-to-define key p...
#C3NY
SEARCHLIGHT HELPS TRACK KPIS
20
#C3NY
SEARCHLIGHT KEEPS US ACCOUNTABLE
21
#C3NY
TRELLO DOCUMENTS OKRS AND KPIS
22
OKRs: objectives, and key results; KPIs: Key performance indicator(s), or how you’...
#C3NY
HOLDING TODAY’S TEAMS ACCOUNTABLE
#C3NY
YOU’RE NOT ALWAYS GOING TO HIT GOALS
24
…but admitting when you’ve lost is important to make the victories means som...
#C3NY
TRADITIONAL FEEDBACK IS STRESSFUL
25
Image credit: SystemsJournal
#C3NY
USE A SCARF TO AVOID POOR FEEDBACK
26
Know these neuro triggers and be sensitive to them when delivering feedback.
S...
#C3NY
INSTEAD, BE A COUNSELOR
27
The most effective feedback is the kind you don’t have to even give.
#C3NY
THINKERS THINK WHEN THEY FEEL SAFE
28
This approach promotes oxytocin and dopamine, neuroplasticity, and greater cre...
#C3NY
MAKING THINGS FUN
#C3NY
LITTLE THINGS CAN ADD EXCITEMENT
30
#C3NY
GAMIFY YOUR TEAM’S WORK WITH TRACKER
31
#C3NY
VIRTUAL PERSONAL ASSISTANTS FOR ALL
32
#C3NY
INVEST MORE IN LINE WITH YOUR “WHY”
33
#C3NY
GETTING PAID TWICE TO GO ON HOLIDAY
34
• Moz has a “Paid/Paid Vacation”
• Proactively avoid burn-out
• Up to $3,000 ...
#C3NY
– LEAH CANDELARIA
HEAD OF TEAM HAPPINESS, MOZ
35
“IT’S OUR WAY OF BEING ROMANTIC WITH
OUR PEOPLE.”
#C3NY
GREAT COMPANIES DON’T THINK TWICE
36
• Zappos generously invests in their staff
• Monthly contest for best service:
...
#C3NY
GO HOME AND TRY SOME LITTLE THINGS
#C3NY
…OR AT LEAST START WITH A PIZZA
38
#C3NY
THANK YOU
39
Josh Braaten
@JLBraaten
CollegisEducation.com
Facebook.com/JoshBraaten
Josh.Braaten@CollegisEducation.c...
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The (Mostly) Little Things in SEO Team Building that Matter Most

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This presentation on SEO team building focused on how to build a best-in-class SEO team from insights learned while assembling the team from Rasmussen College US Search Awards Best In-House SEO Team Finalist. Originally presented at C3 New York on 9/18/2013.

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The (Mostly) Little Things in SEO Team Building that Matter Most

  1. 1. #C3NY THE (MOSTLY) LITTLE THINGS IN SEO TEAM BUILDING THAT MATTER MOST Josh Braaten, Associate Director of Inbound Marketing, Collegis Education
  2. 2. #C3NY JOSH BRAATEN 2 Associate Director of Inbound Marketing @JLBraaten CollegisEducation.com Facebook.com/JoshBraaten Josh.Braaten@CollegisEducation.com Collegis Education
  3. 3. #C3NY3 I RECENTLY NEEDED HELP WITH MY FENCE
  4. 4. #C3NY THE CLASSIC “ASK A FRIEND” FOR HELP 4 Hey there fellas… Mind coming over and helping me paint my fence all day Saturday? I’ll play some tunes, order a jumbo pizza, and load up a cooler full of refreshments.
  5. 5. #C3NY WOULD THIS APPROACH WORK BETTER? 5 Hey there fellas… Mind coming over and helping me paint my fence all day Saturday? I will give you a share of $37.29.
  6. 6. #C3NY THE LITTLE THINGS MATTER WITH FRIENDS 6
  7. 7. #C3NY TURNS OUT, THE LITTLE THINGS MATTER WHEN BUILDING A CRACK SEO TEAM, TOO. 7
  8. 8. #C3NY A CHANGE IN THE WORK FORCE REQUIRES A CHANGE IN THE WAY WE MANAGE IT
  9. 9. #C3NY GODIN: COGS VS. ARTISTS • 20th Century Required Compliance • Consistency was critical to success • Top-down management drove results • Free-thinking discouraged • 21st Century Requires Independence • Creativity and independence critical to success • Individual-level performance and ideas drive results • Free-thinking and entrepreneurialism encouraged 9
  10. 10. #C3NY THEN: OBEDIENCE AT SCHOOL AND WORK 10 Image credit: flickrImage credit: flickr
  11. 11. #C3NY NOW: ARTISTS CRAVE FREEDOM AT WORK 11 Fully-loaded staff snack area at Google NYC complete with nutritional values
  12. 12. #C3NY THEN: WORK WAS SUPPOSED TO BE WORK 12 Employees worked where they could and got social fulfillment/actualization somewhere else. Self Actualization Esteem Needs Social Needs Safety Needs Basic Needs
  13. 13. #C3NY NOW: ARTISTS WANT MORE THAN MONEY 13 Today’s employees look to their careers to provide fulfillment on many different levels. Self Actualization Esteem Needs Social Needs Safety Needs Basic Needs
  14. 14. #C3NY THEN: COMMODITY WORKERS & WAGES 14 Wages and margins were defined by a simple employee supply curve based on fiscal accounting $- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 Available Workers in the Market Place by Wage
  15. 15. #C3NY NOW: ARTISTS CRAVE FIT ALONG WITH PAY 15 Social accounting perks like benefits, culture, and spirit can help shift the supply curve. $- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 Available Workers in the Market Place by Wage The employee supply curve can be augmented
  16. 16. #C3NY PUTTING THE GAURDRAILS ON
  17. 17. #C3NY WORK SHOULD BE FUN, NOT A VACATION 17
  18. 18. #C3NY START WITH A HIGH BAR FOR “SPECIAL” 18 • David McCullough, Wellesley High • 2012 commencement speech • “You are not special” • “By definition there can be only one best. You’re it or you’re not.” • Start with this expectation for artists
  19. 19. #C3NY FREEDOM REQUIRES “B&W GOALS” • “Black & White Goals” • Are tied directly to business outcomes • Easy-to-define key performance indicator (KPI) • Clearly measureable and available in reports • Leave no room to question success/failure • Not a B&W Goal: “Let’s increase leads” • B&W Goal: “We’ll increase leads by 50% in Q4 to 1,224 total leads • B&W Goals support building a team of artists 19
  20. 20. #C3NY SEARCHLIGHT HELPS TRACK KPIS 20
  21. 21. #C3NY SEARCHLIGHT KEEPS US ACCOUNTABLE 21
  22. 22. #C3NY TRELLO DOCUMENTS OKRS AND KPIS 22 OKRs: objectives, and key results; KPIs: Key performance indicator(s), or how you’ll measure
  23. 23. #C3NY HOLDING TODAY’S TEAMS ACCOUNTABLE
  24. 24. #C3NY YOU’RE NOT ALWAYS GOING TO HIT GOALS 24 …but admitting when you’ve lost is important to make the victories means something
  25. 25. #C3NY TRADITIONAL FEEDBACK IS STRESSFUL 25 Image credit: SystemsJournal
  26. 26. #C3NY USE A SCARF TO AVOID POOR FEEDBACK 26 Know these neuro triggers and be sensitive to them when delivering feedback. Status Certainty Autonomy Relatedness Fairness S C A R F
  27. 27. #C3NY INSTEAD, BE A COUNSELOR 27 The most effective feedback is the kind you don’t have to even give.
  28. 28. #C3NY THINKERS THINK WHEN THEY FEEL SAFE 28 This approach promotes oxytocin and dopamine, neuroplasticity, and greater creativity and art
  29. 29. #C3NY MAKING THINGS FUN
  30. 30. #C3NY LITTLE THINGS CAN ADD EXCITEMENT 30
  31. 31. #C3NY GAMIFY YOUR TEAM’S WORK WITH TRACKER 31
  32. 32. #C3NY VIRTUAL PERSONAL ASSISTANTS FOR ALL 32
  33. 33. #C3NY INVEST MORE IN LINE WITH YOUR “WHY” 33
  34. 34. #C3NY GETTING PAID TWICE TO GO ON HOLIDAY 34 • Moz has a “Paid/Paid Vacation” • Proactively avoid burn-out • Up to $3,000 expenses reimbursed • On top of existing paid vacation • Resets every year • Fantastic recruiting tool • “Too good to be true” feeling • People get engaged, eloped, and have the time of their lives, thanks to Moz
  35. 35. #C3NY – LEAH CANDELARIA HEAD OF TEAM HAPPINESS, MOZ 35 “IT’S OUR WAY OF BEING ROMANTIC WITH OUR PEOPLE.”
  36. 36. #C3NY GREAT COMPANIES DON’T THINK TWICE 36 • Zappos generously invests in their staff • Monthly contest for best service: • Winner receives $150 • Parking spot • Parade in winner’s honor • Complete with a cape • Breakfast, lunch and snacks • Nap rooms and “laughter yoga” • Up to $6,000 in adoption-fee reimbursement
  37. 37. #C3NY GO HOME AND TRY SOME LITTLE THINGS
  38. 38. #C3NY …OR AT LEAST START WITH A PIZZA 38
  39. 39. #C3NY THANK YOU 39 Josh Braaten @JLBraaten CollegisEducation.com Facebook.com/JoshBraaten Josh.Braaten@CollegisEducation.com Collegis Education – Higher Education Marketing & More
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