Portent, Inc.Elizabeth Marsten

State of Search 2014

The International Geek Exchange

MeVice President of Search Marketing:PPC, SEO, Social, Analytics

Geek.

@ebkendo

Portent,Inc.

Seattle, WA.Digital Marketing Agency

.

The International Geek Exchange

Finland

@ebkendo

@ebkendo

It’s Not a Joke Two Geeks walk into a search conference….

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What is the IGE?

The IGE is a program where companies exchange search Geeks with an uninhibited openness of learning and sharing in the pursuit of mastery of their craft regardless of clients, competitors or geography.

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.It’s Been Done Before

Really?

CEO Swap

Moz and SEER

http://www.geekwire.com/2013/ceoswap/

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WhereHelsinki and Seattle

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The War Room

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The Gong

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The Oculus Rift

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The Roadhouse

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The Story

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Kaarle

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HowLogistics, please

• Airfare• AirBnB• Meals (per diem)• Transportation

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How Much Was It?Showing my work

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Geek Exchange 14 days

Airfare $1500

AirBnB $1400

Transportation (to/from airport) $60

Transportation (around town) $20

Meals $400

TOTAL $3,380

Per Day $241

Cost Comparison vs. Conferences

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Conference 2 days

Conference Fee $1,300

Airfare $400

Hotel (2-3 nights) $500

Transportation $60

Meals (dinner) $60

TOTAL $2,320

Per Day $773

Geek Exchange 10 days

Airfare $1500

AirBnB $1400

Transportation $60

Meals $400

TOTAL $3,360

Per Day $280

What Was Needed?From both companies

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• Two week minimum commitment

• Senior level+ Geeks that can influence change in their company

• Management/C-Level support

• Clear financial commitment (companies and the Geek)

• Scheduling of meetings/trainings prior to the Geek’s arrival

• Ability to provide an org chart/seating map (helps with the remembering of names)

• Place to sit, internet connection, monitors (other equipment)

• Commitment from the team(s) of the same and other disciplines to participate

Legally SpeakingNDAs and “Working” Overseas

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WhyBecause “experience” isn’t enough

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An International PartnerYou can always use more friends

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Escape the siloSee how other departments work

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Brain Space10hours and 4,764 miles

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ReinvigorateIncentivize and invest in staff

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It’s Good PRSeriously, it’s good for business

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SpecificallyWhat they taught me

• Yandex tour (PPC & SEO)• CRO workflow and sales process• Analytics workflow• HR and hiring processes• Operations processes• Continuing education program• Google AdWords betas

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SpecificallyWhat I taught them

• You’re not alone in the world• SEO reporting ideas• PPC/SEO reporting narrative• Account management structure• Project management sympathy• New PPC platforms (+ got them a client)

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.The Experience

What I really “learned”

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IGE Isn’t For Everyone

No noobs.

Ideal Candidates • Experienced search marketers

• This is not for “training” in the traditional sense

• Those that are empowered to be change agents when they return

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Ideal Company Culture

• A culture of learning, teaching and sharing

• Already in a regular “training” mode or calendar

• Flexibility and access

• Some senior/same level staff to interact with in multiple departments

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How to Participate

I’m sold

Info Needed to Convince a CFO

• Services (PPC, SEO, etc;)

• Annual average size of clients and revenue for the Geek’s channel (or spend)

• Company size

• Approx. annual revenue

• Name a couple of top tier clients

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Agency or In-house

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Sole practioner might get weird

www.geekexchan.ge

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Thank You!

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