The slides from my webinar on getting your experts and leaders to engage with content and social - the webinar recording is available on Youtube https://www.youtube.com/watch?v=vNtbWzheqLE&feature=youtu.be

1. And engage with Social

2. Who should be involved?
Mr Expert Mr Leader Mr Salesperson

3. The bad news - Three kinds of people:

4. Mr Expert Mr Leader Mr Salesperson
Qualified lead
Conversion Rate
Analysis
SEO
Cost per
Acquisition
Channel-Specific
Traffic
Bounce Rate
Speak Their Language
Thought leadership
High Profile Projects
Interview in the Press
Knighthood
More customers!
More money!

5. Take away the worry?

6. I’m worried about being boring!

7. I’m worried about getting it wrong!

8. I’m worried what people will say

9. Take away the obstacles
Complex Approval process Restrictive social media policy

10. How to engage them - A story about accountants
Be seen as
the “Go To”
Firm
Create more
content
Become more
visible online

11. Business as usual

12. Make it easy
•Remove the shackles – Trust your people
•Interviews
•Videos – talking heads, Video
presentations
•Commentary, Opinion and Insights

13. Make it easy – the Accountants

14. Incentivise
• Make it about them
• Speak their language
• Ask for commitment

15. Incentivise
• Make it competitive
• Make it a team game
• Short term incentives

16. Incentivise – the Accountants

17. Feedback - vital

18. Simplicity + Incentive + Feedback

19. My
Blog post
Engaging with
Social Channels

20. Not everyone will write, but everyone can share!
My post
My colleagues post
My friends colleagues post

21. Facilitate and encourage sharing

22. Tips and takeaways
• Speak their language – no marketing jargon!
• Trust your team – remove the obstacles
• Take away the worry
• Make it easy
• Incentivise
• Use Gamification
• Feedback, Feedback, Feedback
• Facilitate sharing

23. Thank you!
@ChrisG_Passle
chrisg@passle.net