How to build a content and social media engineIt takes a kickass team! презентация

kickass team!

by Marcel Santilli
@santilli

is success.”

-Henry Ford

resources
Define roles and responsibilities
Structuring your cross-functional team
Processes and tools to get work done and scale
Set metrics and KPIs to measure your team's success
Ask me anything

customers buy it?

existing supplier when faced with a business challenge.

buyers use to aid in their purchase decisions.

content to the right audience.

to your business.

media engine?

down.

influencers
Establish trust with relevant personas.
Strengthen perception of HP Enterprise as a leading voice in the enterprise software space.
Generate marketing qualified leads, drive traffic and conversions.
Validate the efficacy of thought-leadership content to internal stakeholders.
Develop and incentivize an expert network of internal and external influencer-contributors.
Track user behavior, engage with and improve audience intelligence.

do.

solve?

opening them to trust you as an advisor in their journey.

for [your audience] that want to [audience’s need]. Provide [how you’ll create value for your audience].

To be the leading online destination for forward-thinking dev and tech professionals that want to solve today’s most challenging business problems and help shape the future of IT.

Provide unique insight into what’s next while equipping our readers with the practical knowledge that can be applied to real-world challenges, now.

channels
Thought leadership vs. technical
Evergreen vs. news vs. research
Topics to cover
Contributor strategy

trust and authority

researchers
Paid writers / journalists
Paid influencers

editor and proofing
SEO / SEM
Digital strategist
Social listening and ideation
Metrics and analytics
Social media and amplification
Paid media
Community management
Influencer management
Creative / graphic design
Web dev
PR & AR
Demand generation

Roles and responsibilities

(contractor)
Internal subject matter expert per business group
Contributors

Sample team structure

People matter more than anything. We care about those we work with and those we serve. We are all about building trust-based relationships and establishing win-win partnerships. We care about the results but not at the expense of people. Everything we do should build trust.
We are challengers – Change is the only constant. We don’t just realize that, we enthusiastically embrace and drive ongoing change. We challenge the norms and push boundaries. We don’t maintain, we multiply. We are bold in what we do.
Growth and learning is in our DNA – Our curiosity sparks an endless appetite for learning. We can always be better. We are always pursing growth on all levels and fronts.
We are passionate for our work – We are here to create remarkable experiences. We get things done. Above all, we have passion for what we do. We are proud of what we do. We are relentless and driven.
We envision BIG and start small – We don’t welcome small thinking but we’re all about small starts. We are responsible risk-takers. We try new things without losing focus on what really matters. We know that greatness comes from caring about the little day-to-day things. We move fast.
We are generous givers, not self-serving takers – We give more than we take. We are always helping. We teach and educate. We are always setting people up for success.
We can do a lot more by doing less better and faster – We always bring our best. It’s focused excellence. We are obsessed about quality but with a iterative, fast-paced approach.
We will laugh hard, loud, and often – We enjoy our work and we have fun while at it. We don’t take ourselves too seriously.

rate
Average cost per response
Response to validated lead (VL)
Average opportunity per visit
Average opportunity size
Cost per opportunity

respect.