Casey Hall: Leveraging Internal Experts in Social Media
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Transcript of Casey Hall: Leveraging Internal Experts in Social Media
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LEVERAGING INTERNAL
EXPERTS
Casey Hall
Thomson Reuters
@CaseyHall_
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OR: what happened when we
evicted the marketers from the
blogCasey Hall
Thomson Reuters
@CaseyHall_
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goals
• thought
leadership
• conversion
@CaseyHall_
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• higher quality
• more engaging
strategy
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1. all content must be valuable
2. products should not be the focus
3. written by a person with
expertise in the subject matter (equal to, or greater than, that of the
intended audience)
_
#3rules
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B2B audiences are already well
informed, they need expert, technical
content
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written by a person with expertise in the subject matter (equal to or greater than, that of the intended audience)
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marketers are evicted from the blog
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the strategy was not
always well received
@CaseyHall_
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amazing
internal
experts,
but not
always
ready for
primetime
@CaseyHall_
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First blog contribution
was a well-footnoted,
14 page fax.
@CaseyHall_
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• company-wide training
• blog specific guidelines
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some experts
need training
to thrive as
thought
leaders
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once the
experts
are
trained,
they
sustain
a steady
flow of
content
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so what?
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4 new content strategy
277% increase
in first six
months
pageviews
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2012 q12012 q22012 q32012 q42013 q12013 q22013 q32013 q4
ThomsonReuters
Store
Westlaw
outbound traffic increased 240%
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Casey Hall
Thomson Reuters
@CaseyHall_ blog.legalsolutions.thomsonreuters.co
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