This presentation on SEO team building focused on how to build a best-in-class SEO team from insights learned while assembling the team from Rasmussen College US Search Awards Best In-House SEO Team Finalist. Originally presented at C3 New York on 9/18/2013.
4. #C3NY
THE CLASSIC “ASK A FRIEND” FOR HELP
4
Hey there fellas…
Mind coming over and helping
me paint my fence all day
Saturday?
I’ll play some tunes, order a
jumbo pizza, and load up a
cooler full of refreshments.
5. #C3NY
WOULD THIS APPROACH WORK BETTER?
5
Hey there fellas…
Mind coming over and helping
me paint my fence all day
Saturday?
I will give you a share of $37.29.
11. #C3NY
NOW: ARTISTS CRAVE FREEDOM AT WORK
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Fully-loaded staff snack area at Google NYC complete with nutritional values
12. #C3NY
THEN: WORK WAS SUPPOSED TO BE WORK
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Employees worked where they could and got social fulfillment/actualization somewhere else.
Self
Actualization
Esteem Needs
Social Needs
Safety Needs
Basic Needs
13. #C3NY
NOW: ARTISTS WANT MORE THAN MONEY
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Today’s employees look to their careers to provide fulfillment on many different levels.
Self
Actualization
Esteem Needs
Social Needs
Safety Needs
Basic Needs
14. #C3NY
THEN: COMMODITY WORKERS & WAGES
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Wages and margins were defined by a simple employee supply curve based on fiscal accounting
$-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
Available Workers in the Market Place by Wage
15. #C3NY
NOW: ARTISTS CRAVE FIT ALONG WITH PAY
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Social accounting perks like benefits, culture, and spirit can help shift the supply curve.
$-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
Available Workers in the Market Place by Wage
The employee supply curve can be augmented
18. #C3NY
START WITH A HIGH BAR FOR “SPECIAL”
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• David McCullough, Wellesley High
• 2012 commencement speech
• “You are not special”
• “By definition there can be only one
best. You’re it or you’re not.”
• Start with this expectation for artists
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FREEDOM REQUIRES “B&W GOALS”
• “Black & White Goals”
• Are tied directly to business outcomes
• Easy-to-define key performance indicator (KPI)
• Clearly measureable and available in reports
• Leave no room to question success/failure
• Not a B&W Goal: “Let’s increase leads”
• B&W Goal: “We’ll increase leads by 50% in Q4
to 1,224 total leads
• B&W Goals support building a team of artists
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26. #C3NY
USE A SCARF TO AVOID POOR FEEDBACK
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Know these neuro triggers and be sensitive to them when delivering feedback.
Status
Certainty
Autonomy
Relatedness
Fairness
S
C
A
R
F
27. #C3NY
INSTEAD, BE A COUNSELOR
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The most effective feedback is the kind you don’t have to even give.
28. #C3NY
THINKERS THINK WHEN THEY FEEL SAFE
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This approach promotes oxytocin and dopamine, neuroplasticity, and greater creativity and art
34. #C3NY
GETTING PAID TWICE TO GO ON HOLIDAY
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• Moz has a “Paid/Paid Vacation”
• Proactively avoid burn-out
• Up to $3,000 expenses reimbursed
• On top of existing paid vacation
• Resets every year
• Fantastic recruiting tool
• “Too good to be true” feeling
• People get engaged, eloped, and have the time
of their lives, thanks to Moz
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GREAT COMPANIES DON’T THINK TWICE
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• Zappos generously invests in their staff
• Monthly contest for best service:
• Winner receives $150
• Parking spot
• Parade in winner’s honor
• Complete with a cape
• Breakfast, lunch and snacks
• Nap rooms and “laughter yoga”
• Up to $6,000 in adoption-fee reimbursement