presentation: building your in-house marketing team
DESCRIPTION
Create, develop and retain a strong in-house team across search, display, mobile and other media. Learn how one of the largest SEM spenders does it. Presenter: Jennifer Tan, Online Marketing Director, ExperianTRANSCRIPT
Experian Proprietary and Confidential 1
BUILDING, DEVELOPING, AND MAINTAINING YOUR SEARCH TEAM
Jennifer TanOnline Marketing Director
Experian 12/15/12
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CREATE with … Team Values Thoughtful Interview Team Involvement
DEVELOP with … 90 Day Boot Camp Clear expectations On-going training & reinforcement
MAINTAIN with … Mutual trust Emotional intelligence
Agenda
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CREATE
Who belongs in your pack? Who will hunt with you? Who will
share their meal with you? Who will have the team’s backs? Don’t
just hire based on skills, hire based on character too.
CREATE by …
1. Knowing Your Team Values
2. Interviewing Wisely
3. Allowing Team Involvement
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Document what you really value on your wolf pack Pre- interview Hiring for skill only = potential lone wolf
Research and adopt practices that work Example: Southwest Airlines “hire for attitude” philosophy Confirm yours or get inspired
Look for red flags that go against your values Currently a large pool of qualified candidates Example: Self proclaimed “SEO guru”
CREATE by Knowing Your Team / Wolf Pack Values
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SAMPLE: My Team Values
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Ask questions to illicit character
Skills are on LinkedIn and the resume
Look for qualities that can’t be taught overnight Examples:
Passion Loyalty Team player Big picture thinker Accountable Transparent Open minded Gratitude
CREATE by Interviewing Wisely
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Add Anthony Robbins quote here
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Allow the greater team to interview the candidates Involvement equals commitment
Value your team’s input Innuendos you may have missed Role misconceptions
Look for a consensus May not be best decision, but they can live with it Issues fully aired and all have been adequately heard
CREATE by Allowing Team Involvement
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DEVELOP
Every strong team has a STRONG LEADER. Wolf packs
have a hierarchy and will lean on a leader’s direction.
DEVELOP using 3 steps:
1. Clearly defined Boot Camp
2. Create & communicate clear expectations
3. Provide on-going training & reinforcement
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My new hire 90 day Boot Camp
25 pass or fail milestones
Requisite skills and on boarding processes
External training from experts
Build relationships within the organization
Enjoy the benefits!
Provides accountability Rest of the team getting an A player that will pull his own weight Another opportunity to identify bad, lone wolf Invest upfront – step up to Strategic role
DEVELOP by Using a Clearly Defined Boot Camp
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SAMPLE: 90 day plan
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Establish your Ground Rules Establish upfront vs. damage control Follow your own rules & lead by example
Communicate expectations Deliver Ground Rules via a hand-out on day 1 Read and discuss the hand-out to them day 1
Hold them accountable Issues addressed in 1:1 meetings A chance to respond
DEVELOP by Creating & Communicating Expectations
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SAMPLE: Ground Rules
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ADD buddhist proverb here
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Honor 1:1 meetings
Timely on-going feedback, good and bad Coaching moments, timing is important
Performance reviews
DEVELOP by Providing On-Going Training
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MAINTAIN
Principles to keep them from straying. If you are using your
wolf pack for your own agenda, they will stray. If you are
leading, feeding & nurturing them, they will remain loyal.
MAINTAIN in 2 steps:
1. Earn their trust by trusting them first
2. Demonstrate your emotional intelligence and self control
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Add quote from Robert Townsend
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Invest in career Conferences, Trainings
Let them shine Recognition to Executive Management
Individual Personality Styles Public recognition vs. thank you card Creative ways to reward them
Peaceful vacations No copying on emails
Monthly newsletters MVPs for the month on your team and other teams
Enjoy the BENEFIT - an increase in Trust 5% increase in trust will increase productivity by 50% or more.
MAINTAIN by Earning Their Trust
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Expected to know your job. Couple your technical skills with EI, start SHINING!
The most underutilized leadership skill = making an emotional connection
Give people your undivided attention – easier said than done Be aware that your emotions are contagious - your influence power Develop your sense of extraversion Very little effort to make someone’s day
MAINTAIN by Demonstrating your Emotional Intelligence
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HIRE FOR CHARACTER, TRAIN FOR SKILL, NURTURE TO KEEP
1. CREATE the pack. You’ve picked pups you can teach & share your values.
TAKE AWAYS: Team Values & Interview Questions
2. DEVELOP the pack by rising as the Alpha. The pack doesn’t succeed without direction.
TAKE AWAYS: 90 Day Boot Camp & Ground Rules
3. MAINTAIN the pack by giving them reasons to stay by your side.
TAKE AWAYS: Rewards, Recognition, & Reviews
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