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Scaling Digital Marketers: How to Scale Digital Marketing Education

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Scaling Digital Marketers: How to Scale Digital Marketing Education

  1. 1. Scaling Digital Marketingers iAcquire Meetup 2013 @Rhea | @outspokenmedia
  2. 2. What is scaling digital about? I own a small agency.
  3. 3. “But Rhea, you scaled a human!”
  4. 4. What I enjoy most about my job is building people up.
  5. 5. Don’t take my word for it… “Rhea has been one of the most influential people in my professional career. I've learned more from Rhea than I have from any other supervisor/colleague in all the fields I've worked in and all in a short period of time.” “She's a great teacher, and I will owe much of any success I acheive to the time I got to spend with Rhea as my supervisor.” “I learned more from her in one month than I did in an entire year at (redacted).”
  6. 6. So, let’s talk about how you scale digital marketers!
  7. 7. First, how did we get here?
  8. 8. Most of us didn’t get a DIGITAL MARKETING degree at…
  9. 9. We didn’t have a badass mentor.
  10. 10. We didn’t inherit the family business.
  11. 11. Educational Backgrounds of SEOs & Digital Marketers Survey conducted on 9/24/2013 285 responses as of the following screenshots
  12. 12. No minimum educational requirements for industry employment
  13. 13. 91%Did not take any online marketing, search marketing, digital marketing, or related courses in s c h o o l .
  14. 14. Until recent years there was no degree in digital marketing
  15. 15. Internet Marketing MS eCommerce MS e-Business MS New Media Institute Certification
  16. 16. Why are there so few programs dedicated to digital marketing?
  17. 17. Marketing courses are like history class where we never made it past WWII
  18. 18. Traditional academia cannot develop curriculum fast enough to include the rapidly changing environment of digital technology
  19. 19. First use of “SEO” circa 1997 Google founded Sept 4, 1998
  20. 20. The Internet literally moves at the speed of light
  21. 21. Less diversity, but greater complexity in search
  22. 22.
  23. 23. Even then, Google itself is outdated and missing in- depth articles
  24. 24. Search is more complex than the…
  25. 25. We cannot rely on traditional education to train our future workforce
  26. 26. But we’re already struggling to find the talent that industry growth demands!
  27. 27. Fortunately, we’re positioned better than ever
  28. 28. Internet
  29. 29. Smart phones
  30. 30. Cloud
  31. 31. Which gives us self-directed learning opportunities like:
  32. 32. But, most of us won’t thrive under self-directed learning
  33. 33. Because we need…
  34. 34. …a teacher.
  35. 35. • Most of your students learn differently than you do. • Each of your students learns differently from your other students. • No one teaching method will effectively reach all of your students. • You cannot address all of your students' learning styles all of the time. Teachers know that…
  36. 36. • Most of your employees learn differently than you do. • Each of your employees learns differently from your other employees. • No one teaching method will effectively reach all of your employees. • You cannot address all of your employees' learning styles all of the time. And in business…
  37. 37. Corporate education is vital for employee retention and business growth
  38. 38. Gen Y expects continual learning, but promotion doesn’t mean education.
  39. 39. 40% of Gen Y believes they should be promoted every two years, regardless of performance.
  40. 40. Without education and promotion, you will lose your team.
  41. 41. How do we train *everyone*?
  42. 42. This depends on your business model
  44. 44. Want my $1 Billion secret?
  45. 45. Stone soup
  46. 46. You will need…
  47. 47. Students
  48. 48. Educators
  49. 49. Parallel goals
  50. 50. Flexible curriculum
  51. 51. Performance measurement
  52. 52. Review Process
  53. 53. Seriously, that’s it!
  54. 54. Fortunately, most of us do this to some extent already
  55. 55. Create a Culture for Learning
  56. 56. Hold Traffic / Status / Standing Mtngs
  57. 57. Hold Budget Meetings “Don’t use a bandaid!”
  58. 58. Develop SOPs “We need quick guides.”
  59. 59. Foster Team-Led Training
  60. 60. Encourage feedback
  61. 61. This brainstorm isn’t working!
  62. 62. Learn How to Brainstorm • Find a comfortable meeting environment, and set it up ready for the session. • Appoint one person to record the ideas that come from the session. These should be noted in a format than everyone can see and refer to. Depending on the approach you want to use, you may want to record ideas on flip charts, whiteboards, or computers with data projectors. • Define the problem you want solved clearly, and lay out any criteria to be met. Make it clear that that the objective of the meeting is to generate as many ideas as possible. • Give people plenty of time on their own at the start of the session to generate as many ideas as possible. • Ask people to give their ideas, making sure that you give everyone a fair opportunity to contribute. • Encourage people to develop other people's ideas, or to use other ideas to create new ones. • Encourage an enthusiastic, uncritical attitude among members of the group. Try to get everyone to contribute and develop ideas, including the quietest members of the group. • Ensure that no one criticizes or evaluates ideas during the session. Criticism introduces an element of risk for group members when putting forward an idea. This stifles creativity and cripples the free running nature of a good brainstorming session. • Let people have fun brainstorming. Encourage them to come up with as many ideas as possible, from solidly practical ones to wildly impractical ones. Welcome creativity! • Ensure that no train of thought is followed for too long. Make sure that you generate a sufficient number of different ideas, as well as exploring individual ideas in detail. • In a long session, take plenty of breaks so that people can continue to concentrate.
  63. 63. Store Lessons & Revisions
  64. 64. Hold After-Action Reviews
  65. 65. Schedule Work Reviews
  66. 66. Make Time for Mentorship
  67. 67. Share the Responsibility w/Clients
  68. 68. Appoint a Chief Learning Officer
  69. 69. Say hello! t: @Rhea | @outspokenmedia