ExpertFile in discussion with Anita Windisman - Co-Founder, Blue Square Collective
Organizations have the capability to transform their marketing programs by tapping into their most important asset - their internal talent. Research shows that content shared by employees receives 8X more engagement than content shared by employers. Employees sharing their expertise can engage audiences with content that is seen as more personal, and trusted. Employee advocacy is also a proven strategy to quickly build culture, which is especially important with highly distributed teams.
A leading expert on employee advocacy, Anita Windisman, will show you how to quickly unleash the power of an employee advocacy program to build an army of employee brand advocates who will help you build reputation and revenue.
What you will Learn in this Session:
- Key concepts of employee advocacy
- How content sharing can benefit both an organization and staff
- Getting buy-in from employees and how to boost their engagement
- Tips for sharing content online - What NOT to share online and avoid common pitfalls
- Best practices that are generating results for top organizations with employee content
About the Speaker:
Anita Windisman is the co-founder of Blue Square Collective, a consultancy practice of ex-LinkedIn employees. The firm works with sales teams and businesses - enabling them to scale their business by prospecting on LinkedIn to achieve sales success. Most recently, she worked at LinkedIn, where she spent 5.5 years, both in the Toronto and London, UK offices. She provided strategic direction to senior sales leaders of global organizations such as SAP, Oracle, Xerox, 3M, Salesforce, IBM and others – on how to implement Digital Selling Programs in their organizations. Anita holds an MBA from the Rotman School of Management, University of Toronto where she lectures in two programs.
A discussion with Jeff Molander - Managing Partner, Communications Edge
Whether you’re in sales or not - most jobs today require communication, cooperation, and making sure you have your stakeholders’ attention.
But no matter who they are - customers, students, alumni, media, corporate partners, granting agencies, foundations and government policy makers, or even your co-workers - attention is hard to come by these days. It’s even harder to come by a budget; in this unprecedented time of uncertainty, customers aren't buying. They're not even forecasting.
Join ExpertFile for an insightful discussion with leading sales and marketing expert Jeff Molander and learn how to provoke and advance important conversations to generate future prospects even in the most uncertain times. In this session, you will learn a new methodology to achieve better results - it’s time to rethink how you manage your sales and communications outreach.
What We’ll Cover in this Session
*Why it's time to stop selling and focus more on identifying people who likely need your solution
*How predicting future circumstances and taking a bold, unconventional way to provoke and forward conversations will lead to better results
*How to understand the message patterns that trigger unwanted reactions - and the psychological triggers that work more effectively
*Why conventional outreach approaches using email and social platforms (such as LinkedIn) that worked before will not work effectively today.
*Real case studies of currently effective conversation-starting strategies and messages
ExpertFile in discussion with Conway Fraser CEO, Fraser Torosay
Join ExpertFile for an insightful discussion with leading crisis communications expert Conway Fraser. While it can take years to build a stellar reputation, it takes only moments to destroy it. This has never been more relevant than it is today with social media mobs and an increasingly aggressive 24-hour news cycle that’s often intent on getting it first over getting it right. Conway Fraser has seen it more times than he can count. First, as a Gemini Award-winning CBC investigative journalist and, for the past decade, as a communications fixer for companies and CEOs around the world. He is the co-author of the Amazon international bestseller "Leaders Under Fire: The CEO’s Survival Guide to Navigating Corporate Crisis" and is an advisor to clients on issues related to reputation management in sectors as diverse as higher education, professional services, technology, natural resources and healthcare. Join us for an engaging session where Conway will share important tips on how to best overcome challenging situations, even a cancel campaign, and come out in an even better position. All attendees will receive a digital/audio copy of “Leaders Under Fire.”
What We’ll Cover in this Session
*Five easy and inexpensive ways to prepare to lead your team or organization
*How to use empathy as a powerful lever to influence and persuade your key audiences
*Real case studies that demonstrate how leaders have found opportunities in a crisis situation
*A proven formula that enables you to approach any crisis in a structured and strategic manner
*The “Crisis Communications Protocols” planning worksheet to apply to any crisis
Peter Evans (Co-Founder & CEO) and Deanne Taenzer (Expertise Marketing Expert) ExpertFile
Learn the revenue potential of launching your own Trusted Advisor Program and start generating Expert Qualified Leads for your organization.
According to the Edelman Trust Barometer, experts are of top importance by potential buyers; yet most organizations have focused more on products and services and keep their expertise hidden. This is changing as evidence emerges that proves the value of making experts more approachable at the front end of the sales process.
For example, IBM’s new “Expert Advice” program is generating thousands of leads by making key employees available for one on one phone calls with prospects for an informed, no pressure conversation. IBM also reports that conversion rates (from consultation to pipeline) are 30% or 400% higher than some of their other, more conventional marketing programs. Furthermore, 40% of the leads they are generating are “white space” accounts that were not on IBM’s radar.
Are you selling in a complex market or implementing an Account Based Marketing program? Are you selling in a B2B market such as technology or professional services? Then it’s critical you and your team understands how experts fit into your marketing and sales programs to drive new business.
A discussion with Mark Greenfield - Web Accessibility Officer, University at Buffalo
Discover strategies and practical approaches to ensure your website not only meets your legal obligations but also ensures a great user experience for all visitors. Over the past 18 months there has been a dramatic increase in litigation related to web accessibility. To be compliant online, today's organizations must conform to the Web Content Accessibility Guidelines (WCAG). Taking a strategic approach to creating a sustainable web accessibility program will not only mitigate legal risk, it will enhance the user experience for everyone. In this webinar, learn how to ensure your website is compliant and avoid potential legal pitfalls and negative impacts on site usability and experience.
ExpertFile in discussion with the Associated Press
Have you ever wondered how newsrooms identify important events to cover and what sources to quote? These are questions on many minds today as we witness profound changes in both journalism and public relations, as they evolve rapidly with technological advances and the speed of information that journalists now have access to. With the pace of today's news cycle, media organizations are adopting innovative approaches to help their journalists get faster access to the information they need – from research to expert commentary to editorial ideas.
Join The Associated Press' Fernando Ferre and ExpertFile's Peter Evans as they introduce new online applications that journalists are using to more efficiently identify future events and expert sources.
You will learn simple yet powerful tips to help support your media research and planning and better align your communications efforts to the news cycle.
This session will cover.
- New tools that journalists and PR professionals can use to identify upcoming news and events.
- Tips for building an editorial calendar that gets results.
- How journalists quickly identify, evaluate and connect with the best expert sources.
- Ways to better promote your expert sources to journalists when news breaks.
- How to use “owned content” to better align with the news cycle and drive media coverage.
Preparing Your Experts for the Media SpotlightA discussion with Eric Eckert - Assistant Director of Media Relations at Baylor University[[ webcastStartDate * 1000 | amDateFormat: 'MMM D YYYY h:mm a' ]]59 mins