Reverse mentoring – bridging the gap between millennials and upper management | Shelley Piraino | #SoMeT15US New Orleans, USA

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SoMeT: A New Model for Destination Marketing

Digital marketing is a numbers game. Picking the right numbers to communicate success is a common pain point in many organizations. A true Gen Xer and wannabe Millennial, Shelley Piraino’s history and experience communicating with senior management helps her understand the difficulties organizations face when determining metrics and the supporting budget to execute digital marketing efforts. Shelley knows the value of the “happy dance” and makes it easy for everyone at her CVB to understand why it’s important for all employees, not just upper management. Shelley is the Digital Marketing Manager for Gulf Shores & Orange Beach Tourism. She began her tourism career in 1998. What started as a collateral and graphic design position, Shelley launched the CVB’s first database-driven website in 2000, back in the day when employees had to take turns using the dial-up connection to the Internet. In 2001, she created the digital marketing program. Today, Shelley is responsible for “all things digital” including website, digital advertising, email marketing, social media, and making sure the database and website remain friendly and communicate with each other, as well as tracking and reporting on all the above.

Formation

Reverse MentoringReverse Mentoring
Bridging the Gap BetweenBridging the Gap Between
Millennials and UpperMillennials and Upper
ManagementManagement

Reporting, reporting,
reporting…
• Sessions/Sessions by Device
• Demographics
• Blog sessions
• Pages p/visit or Time p/visit
• Conversions
• Exit clicks
• Referrals
• Source
• Arrivals
• Vacation Guide orders
• Email subscriptions
• Open rates/Click rates
• New visits/Returning visits
• Ad spend/Cost per inquiry
• Audience growth
• Engagement as % of
Audience
• Engagement by type

S – Schedule a few meetings
T – Talk to your co-workers & your boss
R – Run a few reports
A – Analyze the data
D – Determine the answers
D – Discuss the report
L – Let them digest
E – Evaluate next steps

• Invite to attend
• Introduce the person & skill
• Give credit
• Empower
• Engage
• Present
• Give credit/share credit
• Learn/ Teach

Reverse mentoring – bridging the gap between millennials and upper management | Shelley Piraino | #SoMeT15US New Orleans, USA

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