socialauthority

Content Marketing
How to enlist SMEs for Content Marketing Success
   5 years ago
#socialauthoritySocial Media: Getting StartedHear answers to frequently asked questions when #B2B SMEs get started with #socialmedia?
   5 years ago
#socialauthoritySocial Media MarketingHow to integrate social media into your marketing strategy.
Profitecture
We're nearing the final minutes of today's #crowdchat. Please feel free to ask a question or share other key lessons about #SMEs for #contentmarketing
Kasey Stevens
Question - I don't have a huge pool of SMEs to pull from. How do you identify new potential SMEs in an organization?
Paul Gillin
I just want to emphasize the value of injecting a little friendly competition. The panelists shared some great stories about how that has worked for them.
Profitecture
.@kaseyastevens consider analysts or experts at partners, possibly customers
Mimi Murray Meagher
If you are not enlisting your #SMEs to become champions for your brand, perhaps it is time you do! #SocialSMEs
Paul Krappman
@kaseyastevens Have you tried customer svc reps, sales engineers, etc?
Kasey Stevens
@PaulKrappman We've already identified our Sales Engineers, but only have 3 to pull from there. ;)
Denise Bahs
@kaseyastevens everyone is an SME in their own particular area. Look at everyone as potential expt.
Lynn Preste McGinnis
No one is off limits for me. Everyone has a story to tell.
Kasey Stevens
@PaulKrappman Clearly they are near the top of my list. :D
victoriabsocial
@kaseyastevens Who are the brand advocates now? The champions or fans or just people who know and love the brand. See what they have to offer.
Paul Gillin
@denisebahs Good point. @SharonHDS said she tries to develop ambassadors into SMEs!
Paul Krappman
@kaseyastevens They might require a bit more handholding, but they can also open the floodgates
Paul Gillin
@LynnAMcG Yes. Story-telling is so important.
Denise Bahs
A6: who does the speaking at sessions? good SME idea.
victoriabsocial
Yeah, @PaulKrappman - we know the value of a social CEO ... they can help set the tone and show the value.
Profitecture
Q5: What are common metrics for measuring success of SMEs participation in your #contentmarketing program?
Kasey Stevens
A5: like, favorites, comments, shares, etc. If your content is engaging, then people will want to "interact" with it.
Mimi Murray Meagher
Click throughs, RT's, #of views.
victoriabsocial
A5: Are your experts being invited to speak or contribute to blogs and participate in influencer programs?
Paul Krappman
A5: Obvious 1's r followers, engagements... But add a tool like @dynamic_signal & u can tie closer to $$
Denise Bahs
A5: As @sharonhds says, keep track of mentions and RT rather than impressions.
victoriabsocial
A5: How far is your content reaching? Is it generating leads that can be tracked to conversion?
Mimi Murray Meagher
Don't forget video!
Denise Bahs
A5: And @jimcahill talked about blogging as an inbound marketing tool.
Paul Gillin
@denisebahs Impressions are evil! An archaic holdover of the print/broadcast era.
Denise Bahs
A5: And @pgillin always says the shelf life of a blog post is long. View a year later. :)
Robin Scharpf
Conversion rates of web visits to leads, leads to sales
Paul Gillin
@denisebahs It's true. Bloggers will tell you that posts from two years ago are still some of their most popular
victoriabsocial
A5: I like to think of content as breadcrumbs, so SMEs are people out there laying the path that leads people to choose your company.
Paul Gillin
A5 Engagement is like a drug. Once people see others engaging with their content, they want to do more.
Profitecture
Q2: Let's start with "It's not my job (#contentmarketing); how do you change a SMEs mind?
Paul Krappman
A2: Yell at them and tell them it is too their job. #kidding
Profitecture
I see @PaulKrappman is jumping ahead. Tsk Tsk
Denise Bahs
A2: u can't force anyone, they must be inspired. So showing them who they can have an impact.
Stephanie Dobyns
A2) Incentives. If you connect them to other great thought leaders and explain the influence to their #personalbrand it becomes clear.
Denise Bahs
@stephaniedobyns Yes! I loved the example of shadowing CEO for a day as an incentive.
Paul Krappman
A2: Seriously though...It actually helps their job - better relationship to customers, better data
Mimi Murray Meagher
Show the #SMEs how they can be champions for your brand! #SocialSMEs
Profitecture
Is it ever appropriate to pay SMEs?
Kasey Stevens
I don't think payment is appropriate. They are already being paid to be an SME, and I think providing thought leadership is part of their paid job already. ;)
Denise Bahs
A2: Those types of rewards don't work as well as things like career path incentives. ie. shadowing
Robin Scharpf
Mentors and metrics are good tools for getting SMEs on board for #contentmarkwting
Sandy Rikkers
A2: It's part of the work....roll it into the job description and make it fun
Mimi Murray Meagher
@profitecture try to encourage participation in other ways like a contest or points system! SocialSMEs
Robin Scharpf
Simply setting expectations can go a long way too
Paul Krappman
@profitecture Everyone benefits from better customer relationships - an extra spiff is too short-sighted.
Paul Gillin
A2 It should be everybody's job to be close to customers. It helps if the CEO is on the one saying that, BTW.
Kasey Stevens
@RobinScharpf I agree that setting expectations can have an impact. It should be a general expectation that they provide input and content and drive awareness.
Lynn Preste McGinnis
Make it fun, provide suggestions for topics to get the ball rolling.
Paul Gillin
@kaseyastevens The panelists all agreed that payment is a bad idea. Gamification is great, though.
Profitecture
@LynnAMcG Do you have examples of making it fun for SMEs?
Paul Gillin
@denisebahs Yes, I loved the shadowing idea, too. Or maybe just lunch with the CEO, a chance to get a message across.
Lynn Preste McGinnis
@profitecture Making it fun. We joke, a lot. So I work with that. Write me something funny - support stories, failures, family, etc.
Profitecture
@LynnAMcG great reminder to embrace personality of team