aot arizona insiders case study with kim higdon

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  • INFLUENCING the I N F L U E N C E R SB U I L D I N G A C O N T R I B U T O R N E T W O R K F R O M T H E G R O U N D U P

  • K I M H I G D O N S O C I A L & C O N T E N T M A N A G E R / / O F F M A D I S O N AV E / / P H O E N I X

  • I M E A N , R E A L LY.W E H A V E A N E A S Y P R O D U C T T O S E L L

  • W H E R E S T H E C H A L L E N G E ?

  • M I S S I N G O U T O N T H I ST H E P R O B L E M

  • W E H A D L O T S O F T H I ST H E O P P O R T U N I T Y

  • B U T N O T T H I S S T I L L P R O B L E M S

  • T O N S O F T H I SM O R E O P P O R T U N I T Y

  • A N D N O N E O F T H I SM O R E P R O B L E M S

  • S O L U T I O N I Z I N G

  • W H AT W E H A D

    A huge community of Arizona advocates existed.

    Analytics uncovered gaps.

    Knowledge that these stories were already being told.

  • Why not create a platform for advocates to tell the stories

    people were seeking, to drive more people to use our website

    as a resource?

  • L E T S D O I T.

  • K E Y S T O L A U N C H

    Establish a vetting criteria

    Application portal

    Exportable database in a CMS

    Announce via existing channels

    Plan for the worst, hope for the best

  • W H AT H A P P E N E D N E X T ?

  • W I T H I N O N E M O N T H , W E R E C E I V E D 5 5 A P P L I C A N T S , 2 4 O F

    W H I C H B E C A M E V E T T E D , A P P R O V E D C O N T E N T

    C O N T R I B U T O R S R E A D Y A N D W I L L I N G T O D E L I V E R O N G O I N G ,

    F R E S H , E X C I T I N G C O N T E N T F R O M T H E P E R S P E C T I V E W E N E E D E D .

  • T H E A R I Z O N A I N S I D E R S P R O G R A M W A S L A U N C H E D .

  • O U R A U T H O R S I N C L U D E

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • N E W S A N C H O R S P H O T O G R A P H E R S P R O F E S S I O N A L W R I T E R S M O M M Y B L O G G E R S A U T H O R S R O A D T R I P P E R S T O U R O P E R AT O R S

  • T H E S E P E O P L E A R E I N F L U E N C E R S .

  • N O N E O F T H E M A R E PA I D F O R T H E I R C O N T R I B U T I O N S .

  • W R I T E A B O U T T H I N G S L I K E T H I SO U R B L O G G E R S

  • A N D T H I S

  • A N D T H I S

  • A N D T H I S

  • A N D E V E N T H I S

  • T H R O U G H T H E A R I Z O N A I N S I D E R S P R O G R A M , T I M E S P E N T O N B L O G

    C O N T E N T I N C R E A S E D 2 1 2 % , W I T H A N AV E R A G E T I M E S P E N T O N T H E S E

    C O N T R I B U T I O N S O V E R 4 M I N U T E S .

    Y O U K N O W W H AT T H I S M E A N S ?

  • P E O P L E A R E A C T U A L LY R E A D I N G T H I S S T U F F.

  • T H I S C O N T E N T D O E S N ' T J U S T L I V E O N T H E W E B S I T E , E I T H E R .

    I T S U S E D I N T H E V I S I T O R S G U I D E , S P O N S O R E D C O N T E N T, I N P U B L I C

    R E L AT I O N S E F F O R T S , F O R O N E - O F F C A M PA I G N S I T E S A N D M O R E .

  • Y O U C A N D O I T, T O O !

  • H O W C A N I D O I T, T O O ?

    LISTEN. Without listening, we would have never seen the opportunity at our fingertips.

    ANALYZE. Dont just look at whats working, look at whats not. Thats the greatest area of opportunity.

    MAKE THE ASK. People want to contribute to brands they care about. Start the conversation and see what happens.

  • - P E T E R D R U C K E R

    The most important thing in communication is hearing what isnt said.

  • R E A D T H E S E S T O R I E S AT B I T. LY / A Z I N S I D E R

  • @ K I M _ H I G D O N / / K I M . H I G D O N @ O F F M A D I S O N AV E . C O M

    Thanks.