Unicorns Don’t Exist

Building Your Content & Social Teams

2  

Marketing Challenges  

3  @Cate #SMSSummit

Agenda  

Intro 1  Process

Hiring

2  Assess

Mentoring 5  3  4  

Intro

5  

Meet Cate  

@Cate

Founder & Head of Content

Storyteller  85%  

Marketer  95%  

Journalist  70%  

Business  100%  

Short Biography Cate Conroy is the founder of Concentric Content Marketing and a partner at Jacks& Stars web design. When she isn’t helping clients understand the importance of content marketing she sits on the Executive Council of Ms. Tech and teaches graduate level marketing courses at Roosevelt University.

Concentric Content

Marketing Founder

Jacks & Stars Partner

Roosevelt University Adjunct Professor

6  

The Unicorn Myth  

The “best of the best”

Plan

Grow

Hire

Process Cycle of Content & Social  

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Our Process  

Research

Ideation

Creation

Measurement

Distribution/Connection

�  

>  

<  

>  

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Our Process  

Distribution Getting content in front of your

audience, interacting with audience  

4  

Creation Content storytelling & execution  

3  

Measurement Refining your hypotheses  

5  

Research Who, What, When, Where, Why & How  

1  

Ideation Turning research into ideas  

2  

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Process & Roles  

Research   Ideation   Creation   Distribution   Measurement  

Researcher  Optimization

Specialist  Content Creator   Connector Analyst  

Manager  

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Researcher  

Audience Understanding

Ongoing  Foundational  

Hypotheses  

Audience  

Commonalities  

Personas  

Trends  

Topics  

Update Research  

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Optimizer  

Interpret Research

Topics  Calendar/Planning   Keywords  

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Creator  

Building Content

Storytelling   Execution

Message  

Data  

CTA  

Build  

Optimize  

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Connector  

Connect Content & Audience

Copy  Schedule   Publish Interact

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Analyst  

Measure Content

Validate  Analyze   Refine

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Process  

Research

Ideation

Creation

Measurement

Distribution/Connection

�  

>  

<  

>  

Hiring Building the Right Team  

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Face Reality

Who to Hire  

Content & Social Needs

Existing Skill Sets

Budget

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Budget  

What is our budget?  

Do we expect this budget to grow/decrease next year?  

10.2% of annual revenue in 2014 50% of companies plan increase in 2015  

10%  

2014  

Gartner Study  

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Cost of an Employee  

Based on calculations by Joe Hadzima  

X  

2.7  

1.4  

Base

Taxes/Benefits

Base salary range  

Base x 1.4  

Base x 2.7  Space/Equip

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Salary Averages  

Market  Research  Analyst  $49,719/year  

Op:miza:on  Specialist  $89,491/year  

Salary data national averages from Glassdoor  

Copywriter  $58,477   Social  Media  Specialist  $41,558/year  

Data  Analyst  $62,379/year  Graphic  Designer  $46,196  

Videographer  $44,450  

Research   Ideation   Creation   Distribution   Measurement  

Researcher  Optimization

Specialist  Content Creator   Connector Analyst  

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Salary Ranges & Resources  

ERI Data

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Salary Ranges & Resources  

The Creative Group Salary Calculator  

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Salary Ranges & Resources  

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Job Descriptions & Skills  Resources for great descriptions  

Glassdoor 01  

02  

03   06  

05  

04  

O*NET Online

Salary.com

Indeed

PayScale.com

BLS.gov

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Needs  

What type of content are we creating?  

Do we need someone who already has these skills?  

What platforms/technology do we use?  

Are we providing training, continuing education?  

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Right skills for today, and tomorrow.  

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Existing Skill Sets  

What skill sets do we need?  

How easy is it to train for these skills?  

Is it more effective to train someone or to hire someone?  

Does anyone on our team have these skills?  

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Cost of turnover = 21% of employee’s salary  

Study, American Progress 2012  

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Team Reality  

Market  Research  Analyst  $49,719/year  

Op:miza:on  Specialist  $89,491/year  

Salary data national averages from Glassdoor  

Copywriter  $58,477   Social  Media  Specialist  $41,558/year  

Data  Analyst  $62,379/year  Graphic  Designer  $46,196  

Videographer  $44,450  

Research   Ideation   Creation   Distribution   Measurement  

Researcher  Optimization

Specialist  Content Creator   Connector Analyst  

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Process & Roles - Example  

Content  Strategist/Creator  $79,028  

Social  Media  Specialist  $67,035  

Research   Ideation   Creation   Distribution   Measurement  

Researcher  Optimization

Specialist  Content Creator   Connector Analyst  

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Hiring Groups - Example  

BLUE SKY

NICE TO HAVE

MUST HAVE

Graphic designer  

Analyst, Distributor  

Copywriter, Researcher, Optimizer  

Assess Tracking progress?  

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Outperform by

202%

Engagement Wins  

Companies with engaged employees

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70%

Senior leadership updates/

communicates strategy

70%

Understanding of job’s contribution 72%

Recognition for high performers

Source: Harvard Business Review Analytics Services 2013  

Why Assessments Matter  

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Feedback Sources  

Feedback from employee 01  

02  

03  

Feedback from manager/supervisor

Feedback from others (peers, customers, vendors, etc.)

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Types of Assessments  

Trait-Focused Performance Appraisal 01  

02  

03  08  

07  

06  

Behavior-Focused Performance Appraisal

Unstructured Method

Grading & Checklist

Management by Objective

Psychological Appraisals

04   Straight Ranking 09   360-Degree Feedback

05   Paired Comparison

Mentoring Supporting Your Team  

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Why Mentoring Matters  

Develop new skill sets.  

Predicts career success.  

Everyone benefits – mentor, mentee, & organization  

Navigate companies, people, & problems.  

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Career Success  

20%

Get a raise Both mentors & mentees.  

83%

Increased Revenue Mentored businesses increased

revenue by 83%  

Get a promotion Mentees 5 times more likely, Mentors 6 times more likely.  

Data: 2014 Business Outcomes Survey by MicroMentor, SunMicrosystems  

6x

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Building a Mentoring Process  Goals 01  

02  

03  

Create a structure •  formal application •  time requirements

04  

05   Evaluate

Pairing •  Speed dating •  eHarmony

Training •  Manage expectations •  Suggest a format

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Agenda  

Intro 1  Process

Hiring

2  Metrics

Mentoring 5  3  4  

Thank you @Cate

ConcentricContent.com