how to get your experts and lkeaders writing and sharing content
TRANSCRIPT
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And engage with Social
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Who should be involved?
Mr Expert Mr Leader Mr Salesperson
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The bad news - Three kinds of people:
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Mr Expert Mr Leader Mr Salesperson
Qualified lead
Conversion Rate Analysis
SEO
Cost per Acquisition
Channel-Specific TrafficBounce Rate
Speak Their Language
Thought leadership
High Profile Projects
Interview in the Press
Knighthood
More customers!
More money!
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Take away the worry?
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I’m worried about being boring!
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I’m worried about getting it wrong!
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I’m worried what people will say
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Take away the obstacles
Complex Approval process Restrictive social media policy
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How to engage them - A story about accountants
Be seen as the “Go To” Firm
Create more content
Become more visible online
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Business as usual
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Make it easy
•Remove the shackles – Trust your people• Interviews •Videos – talking heads, Video presentations •Commentary, Opinion and Insights
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Make it easy – the Accountants
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Incentivise
• Make it about them• Speak their language• Ask for commitment
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Incentivise
• Make it competitive• Make it a team
game • Short term
incentives
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Incentivise – the Accountants
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Feedback - vital
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Simplicity + Incentive + Feedback
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My Blog post
Engaging with Social Channels
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Not everyone will write, but everyone can share!
My post
My colleagues post
My friends colleagues post
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Facilitate and encourage sharing
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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