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Creating Big Earners with this Thing of Ours, Social Media By Jason White

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From the SMX Advanced Conference in Seattle, Washington, June 22-23, 2016. SESSION: SEO & Social: Let's Dance!. PRESENTATION: Creating Big Earners with this Thing of Ours, Social Media - Given by Jason White, @sonray - DragonSearch, VP SEO & SEM. #SMX #13C

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Creating Big Earners with this Thing of Ours, Social Media By Jason White

  1. 1. #SMX #13C @Sonray Jason White, VP SEO & SMM, DragonSearch Creating Big Earners with this Thing of Ours, Social Media
  2. 2. #SMX #13C @Sonray Organic Reach on your Distribution Networks
  3. 3. #SMX #13C @Sonray
  4. 4. #SMX #13C @Sonray EL CHAPO FEELS THE STRUGGLE
  5. 5. #SMX #13C @Sonray EMPLOYEE ADVOCACY
  6. 6. #SMX #13C @Sonray WHY EMPLOYEE ADVOCACY? REACH. INFLUENCE.
  7. 7. #SMX #13C @Sonray RELATIONAL ASPECTS
  8. 8. #SMX #13C @Sonray HOW THE HIT IS PERFORMED
  9. 9. #SMX #13C @Sonray SIDE DISH OR THE WHOLE DINNER?
  10. 10. #SMX #13C @Sonray There is no best tool, only the best tool for you. AVAILABLE TOOLS
  11. 11. #SMX #13C @Sonray LOW BUDGET PROOF ON CONCEPT
  12. 12. #SMX #13C @Sonray •  Collaborative •  Creative •  Competitive •  Controlling CULTURAL CONSIDERATIONS
  13. 13. #SMX #13C @Sonray •  Extend reach •  Build followers •  Drive traffic to the site •  Drive more leads •  Reach new or existing demographics •  Retain current clients vs find new clients •  Testing •  Branding •  Improving brand sentiment ESTABLISH THE GOALS
  14. 14. #SMX #13C @Sonray BOSS ASSOCIATES SOLDIERS SOLDIERS SOLDIERS CAPOCAPO CAPO UNDERBOSS CONSIGLIERE C-SUITE OTHER SUPPORT STAFF PRODUCTION EMPLOYEE EMPLOYEE MARKETINGSALES MANUFACTURING FINANCE/ADMIN/HR VP LEVEL MAFIA VS CORPORATE STRUCTURE
  15. 15. #SMX #13C @Sonray Be transparent •  with your goals •  with the expectations •  make sure they know that you can’t do it without them. Structure the beta crew to include 10-20 people RECRUITING YOUR CREW
  16. 16. #SMX #13C @Sonray Trust - enables shares while showing the organization trusts the employee Freedom - Not all messages are going to be shared by all participants - that’s a-o-k. TRANSPARENCY
  17. 17. #SMX #13C @Sonray The process you create needs to be easy and work within already established workflows. EASY WORKFLOW
  18. 18. #SMX #13C @Sonray You want to understand how the content you have now maps to the buy journey. Your goals are likely going to fall within the user decision journey. UNDERSTANDING USER JOURNEY
  19. 19. #SMX #13C @Sonray THE CORRECT MIX OF SHAREWORTHY CONTENT
  20. 20. #SMX #13C @Sonray Month one •  Getting comfortable...a weak baseline Month two •  Require tweaks to the process and give you deeper insights...a stronger baseline Month three •  You should be hitting your stride Know Your Weakness, Play Your Strength
  21. 21. #SMX #13C @Sonray •  Report what’s working & what isn’t working •  Solicit feedback ASSESSMENT
  22. 22. #SMX #13C @Sonray •  Traffic Stats •  Conversion Stats •  Comparisons to Site Totals •  Most popular content by type –  Blog –  Whitepaper –  PDF –  Resources COMPREHENSIVE REPORTING •  By Distribution Channel –  LinkedIn –  Twitter –  Facebook •  Month over month increases with the program •  Reach / Engagement and PR metrics
  23. 23. #SMX #13C @Sonray •  % of users who thought the program was easy to use •  % of users who enjoyed sharing messages •  % wish to continue sharing content •  What benefits have you noticed as a result of being a part of the program? •  Additional Comments and/or recommendations? SURVEY RESULTS
  24. 24. #SMX #13C @Sonray •  People feed off of competition •  Prize doesn’t have to be crazy, people feed off of recognition GAMIFY
  25. 25. #SMX #13C @Sonray •  Your brand ambassadors can be used for all kinds of objectives •  Content mapping work super useful for tactical outreach •  Engagement in places the brand can’t go FLEXABLE APPLICATIONS
  26. 26. #SMX #13C @Sonray •  Employee advocacy provides a catalyst for reach and influence •  Content Mapping provides the SEO, SMM one- two •  Content Authors = Advocacy Members •  Transparency & Education Build Trust •  Feedback helps refine your messaging •  Gamification Can Motivate for Special Campaigns •  Use your Advocacy Campaign to get messaging in unique places KEY TAKEAWAYS
  27. 27. #SMX #13C @Sonray JASON WHITE // Jason@DragonSearch.com // @Sonray // www.Linkedin.com/in/jaylwhite THANK YOU!
  28. 28. #SMX #13C @Sonray LEARN MORE: UPCOMING @SMX EVENTS SEE YOU AT THE NEXT #SMX

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