Expanding and Building a Best In Class Web Presence Management Team | Brian McDowell – Director of Search Intelligence, Conductor
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Are you looking to build or expand you Web Presence Management team? Talented resources are scarce within our industry. In this session, Brian McDowell breaks down the best ways to identify what talent is needed, how to attract the talent and where to find them. This track is designed around years of real world experience coupled with first hand insight into how successful organizations grow their teams. We will also share some valuable insight on how to qualify candidates to get a true evaluation of their depth of knowledge within your marketplace. Attendees will take away a better understanding of the talent needed internally along with some resources on measuring the depth of investment needed from their organizations.
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Expanding and Building a Best In Class Web Presence Management Team | Brian McDowell – Director of Search Intelligence, Conductor
- 1. CONDUCTOR: EXPANDING A BEST IN CLASS WEB PRESENCE MANAGEMENT TEAM Brian McDowell Director of Search Intelligence
- 2. #C3NY 2 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 3. #C3NY 3 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 4. #C3NY 4 Job Listings including SEO Profiles with SEO listed in job description 1900% 2006 2012 249,596 07/2011 1,540,454 10/01/2014 500%
- 5. #C3NY 5 MANAGING A WEB PRESENCE HAS MANY DISTRACTIONS
- 7. Web Presence Management is not a One Man Task.
- 8. #C3NY 9 REACTIVE EXECUTION The Content Creation Lifecycle Ideate Create & Publish Promote Measure & Iterate WPM is often an after thought
- 9. #C3NY 10 PROACTIVE EXECUTION Ideate Create & Publish Promote Measure & Iterate Product Manager Content Writer Technical Team Social Media Team
- 10. #C3NY 11 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 11. #C3NY 12 WHAT QUALITIES ARE NEEDED? DO AN INTERNAL SWOT ANALYSIS. TECHNOLOGY MARKETING DIRECTOR SALES Technician Architect / Manager Analyst INTERNS! INTERNS!
- 13. #C3NY 14 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 14. #C3NY 15 WHERE FOR ART THOU? CONFERENCES YOUR NETWORK LINKEDIN ROBOTS.TXT NICHE JOB BOARDS INTERNAL TRANSFER
- 15. #C3NY 16 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 16. #C3NY 17 CANDIDATES LIKE COMPANIES THAT ARE BOUGHT IN WPM TEAM CENTER OF EXCELLENCE Content Stakeholders Leadership Stakeholders Technical Stakeholders Product Stakeholders Sharing & Enabling Sharing & Enabling Sharing & Enabling Sharing & Enabling
- 17. #C3NY 18 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 18. #C3NY 19 WHAT QUALITIES ARE YOU LOOKING FOR? • There is a lot of Smoke and Mirrors • Ask about a time they won and why they won • Ask about the time they lost (did they recover) and why they lost • Bring up an ecommerce site around a hobby they mentioned • Bring up a publisher site around a hobby they mentioned • Make them use their own computer (What tools/platforms do they use?) • What recommendations do they give? • Ask about a time there was a simple solution to a complex problem. • Ask a predictive analysis question (How many gas stations in the US?). • Ask a creative thinking problem (billiard balls / jugs).
- 19. #C3NY 20 THE OPTIMAL CANDIDATE WILL PERSONIFY THE 5 P’S • Here are the 5 P’s of the “Entrepreneurial DNA” that an MBA course won’t teach you: – Passion – Paranoia – People – Process – Perseverance http://www.youthkiawaaz.com/2014/09/know-5ps-entrepreneurship/ By: Manvir Singh
- 20. #C3NY 21 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 21. #C3NY 22 AGENCIES SHARE MANY SIMILAR PRINCIPLES WITH INTERNAL SEO TEAMS CLIENT’S LEADERHIP TEAM CLIENT’S TECH TEAM Sharing & Enabling Agencies Internal SEO CLIENT’S SEO TEAM Contact Sharing & Enabling
- 22. #C3NY 23 MANAGING AN AGENCY RELATIONSHIP • Communication is key. – Tell them everything and expect the same from them. – Speak up if you are unhappy with respect. • Understand the business relationship. – Expect them to be flexible but also understand you are not their only client. – Understand that extra work is hard for them to take on with short notice. • Define SOW and Redefine – Sometimes a redefinition is necessary.
- 23. #C3NY 24 AGENDA • Is it time to invest in human resources? • What professional qualities are you looking for? • Where can I find qualified candidates? • Why should a prospect be interested in my organization? • How can I be sure the prospect understands the industry? • When is it time to bring in third party assistance? • Q & A
- 27. BRIAN MCDOWELL Director of Search Intelligence, Conductor @brian_mcdowell bmcdowell@conductor.com
Notes de l'éditeur
- WPM is all an encompassing execution that has so many symbiotic moving parts. Keeping them all in line and moving forward is difficult with 50-60 hours per week investment.
- SEO alone requires a small team and at minimum complete buy-in from above. SEO decisions should not be made by the uneducated.
- **** Need a new picture here….looking for a visual of someone completely bogged down with multiple distractions that they become inoperable
- SEO Is Not clean up What does happen is the SEO team comes in at the end to try and optimize something that has already been pretty baked “I’m launching this new site this week, can you take a look at it”? Everything is caught at the end of a launch Content owners are not thinking about SEO from day one – which limits a lot of the potential update in the process
- Personas SWOT Analysis – Strengths, Weaknesses, Opportunities and Threats Training someone in SEO can temporarily reduce productivity SEO Technician – Jr level Developer / Front end Designer with SEO interest SEO Analyst – College Grad with great math skills and established social media profiles (good or bad) SEO Architect / SEO Manager – PPC experience or experience managing a CMS Director of SEO – Many years experience – will help build culture – needs a team – more expensive INTERNS – repetitive tasks, backlink analysis, data entry I look for strong math skills, outgoing personality, predictive analytical modeling
- Career builder/monster/job boards are obvious SEO JOBS FINDER .COM
- SEO/WPM Candidates will be more impressed if your organization has already placed an importance on their channel. How do you get buy in? This is a partnership What can you provide them? How invested is the organization? How do you stand out in the crowd?
- “Believe you me, it’s easy to slog it out 10-12 hours, do the same work with 110% dedication, sincerity and passion for a day or a month, but sustaining that passion for years takes a hell lot of commitment, tenacity and determination.”
- Make sure you know all their strategies. White hat…
- Need image