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Is your company ready for Employee Generated Content?

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Employee Generated ContentFirst things first, what exactly is Employee Generated Content or ECG? In case you’re not immediately familiar with the term ECG simply means anything produced and shared through an organisation by internal staff members themselves. So things like a company newsletter, video blogs, company wiki page, even a full on musical about the dangers of parking in the CEOs space they all count, as long as the staff are the driving force behind the content.

Why Should This Matter To Me?

If you subscribe to the adage that people are a company’s biggest asset, then allowing them to use their knowledge, wit and personality to help further your businesses aims has got to be a no brainer. Employee-generated content has been used to great effect by some of the world’s biggest companies – as everything from external marketing campaigns to internal training and team building. That’s not to say that those companies didn’t recruit a creative agency along the way to help shape and focus the campaigns, but it does show that the resources and creativity of your own people shouldn’t be underestimated.

To help you work out if your business might just be ready to consider EGC why not try the checklist? The more yeses you get the more you might want to start thinking about it…

•  Are your employees experts in your business?
•  Can your employees provide a unique insight into your products and services?
•  Are you looking to increase employee retention, work ethic or morale?
•  Are there some current best practices you’d like help propagating through the company?
•  Are you looking for a new way to connect management to the wider base of employees?
•  Do you have a company that operates over many different regions?
•  If so do your staff have different experiences and innovative solutions which may inspire others elsewhere in the organisation?

We’ll be thinking, writing and generally the strategising the heck out of employee generated content over the coming months so let us know if there’s a specific subject you’d like us to go into more detail about.

Sales & Marketing – An Unexpected Love Story

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“You don’t understand what I need!”  “You never listen to me!”  “This just isn’t working!”

In our experience Sales and Marketing departments have a pretty tempestuous relationship.  In theory the two should work symbiotically to create the perfect sales cycle. One creating warm leads, the other closing the deal.   In reality is often goes more like this;

  • A new product or service gets launched
  • The marketing team has a great idea for the campaign
  • They create whole host of marketing materials
  • The sales team don’t understand why or how to use them with a customer
  • The sales pack end up languishing in the boot of a car or under a desk
  • Both sales and marketing teams feel frustrated with each other’s lack of vision
  • And repeat.

As with most troubled relationships the problem stems from a lack of communication and not understanding each other’s worlds clearly enough.

So how can we fix this? Well, it’s all about getting together and learning to share. Short, regular brainstorming sessions are key to improving the sales cycle, and they’re even more effective if ran by someone outside the company.

Share the Problem

The aim here is to reduce the interdepartmental rivalry and get everyone thinking about solving the same issue.  Marketing often has the wider view of the customer but the sales team can get to know them intimately and understand exactly what they need.

Share the Creative

When coming up with the creative make sure everyone has a voice. Although it’s marketing that will be responsible for generating the material it’s the sales team that will be using them day to day so they need to be comfortable with what’s created.  And if you’ve helped build the idea it’s a lot harder to knock it.

Share the Results

Get regular feedback on how a campaign or sales push is working.  What are the success stories? How can you share them to create new leads? What’s not working?  How quickly can you adapt your marketing materials to reflect this new information?

But lose the shared metrics…

Because nothing causes a rift faster than a bonus based on tasks you have no control over.

It won’t happen overnight, but we’re confident that you’ll start to reap results before too long.

How do you think the relationship between Sales & Marketing is in your company?

Do you have any success stories you’d like to share?

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