Presentation: Employee Perspectives: Mobilizing Your Workforce to Create Great Content Presented by: Kristin Ferguson, Social Media Community Manager, Boston Financial Data Services For most of us, great content is what fuels our online social communities. However, getting employees to contribute to a corporate blogging strategy can be a challenge especially in a highly regulated environment. Using the Boston Financial Perspectives blog as a case study, we’ll explore how to empower employees of all levels to have a voice and help share your brand’s story.

1. © 2014 Boston Financial Data Services, Inc. All rights reserved.
EMPLOYEE PERSPECTIVES | MARCH 6, 2014
MOBILIZING YOUR WORKFORCE
TO CREATE GREAT CONTENT
@Kferguson10 | @BFClientsKRISTIN FERGUSON

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Great content fuels
online communities
THE CONTENT CHALLENGE
§ Generating content is a pain point
§ Needs to be consistent, rich, compelling
§ Small teams and low budgets are roadblocks

3. 33
BOSTON FINANCIAL PERSPECTIVES BLOG
months
7
We’ve been
blogging for Boston Financial
Perspectives launched on
August 1, 2013
Published over
pieces of
content
Enlisted over
30different
contributors
60

4. 44
CHALLENGE #1
§ Everyone wants to get the
c-suite blogging
§ Don’t waste time on people
who are resistant
§ There are people in your
organization who are willing
to blog
I can’t get anyone
to contribute to
our corporate blog.
“
”

5. 55
SOLUTION #1
Engage
employees who
are passionate
about sharing
your story
Open door
blogging policy
Employees will be knocking
down your door with
content
!
sweet spot is
middle management

6. 66
Tis’ the Season
HOLIDAY EVENT IDEAS
EXAMPLE: AREAS OF EXPERTISE
§ A piece of content we
took a chance on
§ #3 most popular blog
post to date

7. 77
CHALLENGE #2
§ Think about your specific
audience
§ Need content that is
appealing to them
Financial services is
boring. No one will
be interested in
what we have to say.
“
”

8. 88
SOLUTION #2
Find content
around every
corner
Pull content ideas from
all areas of your company
Tap employees from HR,
learning and development,
and technology
Write about things that are
important to the fabric of
your company’s culture

9. 99
EXAMPLE: EVENT STRATEGY
The Massachusetts
Conference for Women
§ Enlisted event
attendees to share
their perspectives of
sessions and
speakers
§ Produced eight
pieces of content

10. 1010
CHALLENGE #3
We’re not allowed
to talk about that on
our blog.
“
”
§ Big challenge for financial
services specifically
§ “Added value for
clients only”
§ “Don’t want our
secrets getting out”

11. 1111
SOLUTION #3
Come from a
place of yes
Don’t focus on what you can’t share,
focus on what you can share
Ask, “how can we turn this
into something accessible
to a wider audience?”
Produce
bendable content

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EXAMPLE:
BEND CONTENT TO MAKE IT CONSUMABLE FOR ALL
Client Forum
& Annual Compliance Summary
§ Extracted parts of the
content to turn into
blog posts
§ Were able to share
client-exclusive
content with a wider
audience

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TO TAKE WITH YOU
Key Solutions
To Content Challenges
“Financial services is
boring. No one will
be interested in
what we have to say.”
“We’re not allowed
to talk about that on our
blog”
“I can’t get anyone to
contribute to our
corporate blog” When looking for contributors engage
willing employees. Don’t waste time on
people who won’t get it done.
Look for content in unexpected
places. Open up your blog to topics that are
important to the culture of your company.
Come from a place of yes. Don’t get
hung up on content that you can’t share.
Figure out how to turn it into something
shareable.
CHALLENGE #1
CHALLENGE #2
CHALLENGE #3

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By implementing
these solutions
you will have:
YOUR RESULTS
Interesting and engaging
content on a variety of
topics that ties back to your
business
Employees who are
willing and excited to
lend their voice and
contribute content
Bendable content
that can be used in a
number of formats and
for diverse audiences

15. 1515
CONTACT
KRISTIN
FERGUSON
Social Media Community Manager
krferguson@bostonfinancial.com
@Kferguson10
PERSPECTIVES
BLOG
Blog.BostonFinancial.com
@BFClients

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