Employee Perspectives: Mobilizing Your Workforce to Create Great Content - BDI 3/6 Financial Services Social Business Leadership Forum


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Presentation: Employee Perspectives: Mobilizing Your Workforce to Create Great Content
Presented by: Kristin Ferguson, Social Media Community Manager, Boston Financial Data Services
For most of us, great content is what fuels our online social communities. However, getting employees to contribute to a corporate blogging strategy can be a challenge especially in a highly regulated environment. Using the Boston Financial Perspectives blog as a case study, we’ll explore how to empower employees of all levels to have a voice and help share your brand’s story.

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Employee Perspectives: Mobilizing Your Workforce to Create Great Content - BDI 3/6 Financial Services Social Business Leadership Forum

  1. 1. © 2014 Boston Financial Data Services, Inc. All rights reserved. EMPLOYEE PERSPECTIVES | MARCH 6, 2014 MOBILIZING YOUR WORKFORCE TO CREATE GREAT CONTENT @Kferguson10 | @BFClientsKRISTIN FERGUSON
  2. 2. 22 Great content fuels online communities THE CONTENT CHALLENGE § Generating content is a pain point § Needs to be consistent, rich, compelling § Small teams and low budgets are roadblocks
  3. 3. 33 BOSTON FINANCIAL PERSPECTIVES BLOG months 7 We’ve been blogging for Boston Financial Perspectives launched on August 1, 2013 Published over pieces of content Enlisted over 30different contributors 60
  4. 4. 44 CHALLENGE #1 § Everyone wants to get the c-suite blogging § Don’t waste time on people who are resistant § There are people in your organization who are willing to blog I can’t get anyone to contribute to our corporate blog. “ ”
  5. 5. 55 SOLUTION #1 Engage employees who are passionate about sharing your story Open door blogging policy Employees will be knocking down your door with content ! sweet spot is middle management
  6. 6. 66 Tis’ the Season HOLIDAY EVENT IDEAS EXAMPLE: AREAS OF EXPERTISE § A piece of content we took a chance on § #3 most popular blog post to date
  7. 7. 77 CHALLENGE #2 § Think about your specific audience § Need content that is appealing to them Financial services is boring. No one will be interested in what we have to say. “ ”
  8. 8. 88 SOLUTION #2 Find content around every corner Pull content ideas from all areas of your company Tap employees from HR, learning and development, and technology Write about things that are important to the fabric of your company’s culture
  9. 9. 99 EXAMPLE: EVENT STRATEGY The Massachusetts Conference for Women § Enlisted event attendees to share their perspectives of sessions and speakers § Produced eight pieces of content
  10. 10. 1010 CHALLENGE #3 We’re not allowed to talk about that on our blog. “ ” § Big challenge for financial services specifically § “Added value for clients only” § “Don’t want our secrets getting out”
  11. 11. 1111 SOLUTION #3 Come from a place of yes Don’t focus on what you can’t share, focus on what you can share Ask, “how can we turn this into something accessible to a wider audience?” Produce bendable content
  12. 12. 1212 EXAMPLE: BEND CONTENT TO MAKE IT CONSUMABLE FOR ALL Client Forum & Annual Compliance Summary § Extracted parts of the content to turn into blog posts § Were able to share client-exclusive content with a wider audience
  13. 13. 1313 TO TAKE WITH YOU Key Solutions To Content Challenges “Financial services is boring. No one will be interested in what we have to say.” “We’re not allowed to talk about that on our blog” “I can’t get anyone to contribute to our corporate blog” When looking for contributors engage willing employees. Don’t waste time on people who won’t get it done. Look for content in unexpected places. Open up your blog to topics that are important to the culture of your company. Come from a place of yes. Don’t get hung up on content that you can’t share. Figure out how to turn it into something shareable. CHALLENGE #1 CHALLENGE #2 CHALLENGE #3
  14. 14. 1414 By implementing these solutions you will have: YOUR RESULTS Interesting and engaging content on a variety of topics that ties back to your business Employees who are willing and excited to lend their voice and contribute content Bendable content that can be used in a number of formats and for diverse audiences
  15. 15. 1515 CONTACT KRISTIN FERGUSON Social Media Community Manager krferguson@bostonfinancial.com @Kferguson10 PERSPECTIVES BLOG Blog.BostonFinancial.com @BFClients
  16. 16. Boston Financial Data Services, Inc. (Boston Financial) has provided the information in this Presentationfor general informational purposes only, has a right to alter it at any time, and does not guarantee its timeliness, accuracy or completeness.All obligations of Boston Financial with respect to its systems and services are described solely in written agreements between Boston Financial and its customers. This document does not constituteany express or implied representation or warranty by Boston Financial, or any amendment, interpretationor other modification of any agreement between Boston Financial and any party. Boston Financial hereby disclaims all warranties, either express or implied, including the warranties of title, merchantability and fitness for a particular purpose. In no event shall Boston Financial or its suppliers be liable for any damages whatsoever including direct, indirect, incidental,consequential,loss of business profits or special damages, even if Boston Financial or it suppliers have been advised of the possibility of such damages. This Presentationand the material contained herein, which may refer to the computer systems, procedures, data bases, software programs, process specifications,documentation and other materials (collectively “Information”)created, maintained or provided by Boston Financial are proprietary to Boston Financial and are confidential. No part of any Boston Financial Informationmay be reproduced, stored, disseminatedor used, in any form or by any means, mechanical,electrical, or otherwise, without the prior written permission of an officer of Boston Financial. Each authorized reproduction of any part of Boston Financial Information must contain notice of Boston Financial’s copyright as follows: “Copyright © 2014 by Boston Financial Data Services, Inc.” © 2014 Boston Financial Data Services, Inc. is a registered trademark of Boston Financial Data Services, Inc. Third-party brands and names are the property of their respective owners. All rights reserved.