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Data driven story-telling

This presentation from Dawn Lyon, vice president of corporate affairs at Glassdoor, was originally given at the Battery Ventures Growth Marketing Summit. During her presentation, Dawn shared the data-driven storytelling playbook she helped drive at both Glassdoor and Zillow, and advice for marketers on implementing a similar playbook in their organization.

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Data driven story-telling

  1. 1. © Glassdoor, Inc. 2016 Battery Ventures Growth Marketing Storytelling Through Data Dawn Lyon | Glassdoor Corporate Affairs @LyonSHARE @Glassdoor Glassdoor is a registered trademark of Glassdoor Inc.
  2. 2. © Glassdoor, Inc. 2016
  3. 3. © Glassdoor, Inc. 2016 Two-Sided Marketplace Job Seekers/Employees <> Employers Home Owners/Shoppers <> Real Estate Pros / Businesses Media Models with SaaS-Like Properties Job Advertising, Employer Branding Robust Analytics Real Estate Listings Mortgage CPC/Leads Provocative Marketing “Empowerment” Launched “Workplace Porn”Launched the Zestimate Monetizable Audience Employees / job seekers = Active/passive candidates Home owners, buyers, sellers, borrowers, remodelers Category Leadership #2 U.S. job search site1 Most content about jobs & companies #1 U.S. real estate website Source: 1) Comscore October 2016 Media Metrix® Productizing Data Labor Market, Company, Job, Pay, Benefits, Interview Insights Real Estate/Housing Market Data & Insights Compelling Story Telling Tips and tricks, celebrity homes, local relevance, inspiration Tips and tricks, culture, management, workplace humor, inspiration
  4. 4. © Glassdoor, Inc. 2016 MIND THE GAPFIND THE GAP
  5. 5. © Glassdoor, Inc. 2016 Look at gaps in market/industry Explore your data trove Assign cross-functional team Start small (1-2 ideas) with multi-audience appeal Exploit multiple channels (SEO!) Build a wish list Test, refine, and test Practice patience
  6. 6. © Glassdoor, Inc. 2016 Weave the Biggest Web Possible Content “story” Media/PR Govt./ Coalitions Economic Industry/ Trade Social Events E-BooksWebinars Academia Analyst Relations Internal Activation Syndication Email Influencer Activation Blogs
  7. 7. © Glassdoor, Inc. 2016 Finding the Gap: Setting a New Standard…
  8. 8. © Glassdoor, Inc. 2016 • Change the Conversation Home values vs. home prices • Penetration Requires Repetition… and Patience Months and years, not days or weeks • Introduce New Lenses Layer in new data / analyses (negative equity, home types, etc.) • Take a Stand: Argue Your Advantages • Stay the course…. Finding the Gap: Setting a New Standard…
  9. 9. © Glassdoor, Inc. 2016 Finding the Gap: Gender Pay Gap ORIGIN: Economic Research WEB WOVEN: • PR/Media (multiple) • Events • Speaking Opportunities • Bylines • Blog Content • Webinar • E-Book • Government Affairs • Employer GG pilot program RESULTS: • Research/events attracted high-profile participants • Record media mentions/branding • Incredible thought leadership – equal pay category • High-value SEO • Multi-month (years??) legs
  10. 10. © Glassdoor, Inc. 2016 Finding the Gap: Third-Party Partnerships ORIGIN: Demand Gen / PR WEB WOVEN: • Media • Investors • Sales Collateral • Blog Content • Webinars • E-books • Social • PR RESULTS: • Top-performing demand gen / pipeline • High-value SEO • Trade media • Third-party implied endorsements • Increased credibility
  11. 11. © Glassdoor, Inc. 2016 Finding the Gap: Become THE Expert ORIGIN: Demand Gen WEB WOVEN: • Webinar • Blog Content • Trade PR • E-books • Speaking opportunities • Social RESULTS: • Among top-performing demand gen / pipeline / bookings • High-value SEO • Thought leadership • Increased credibility
  12. 12. © Glassdoor, Inc. 2016 Finding the Gap: Benefits Data Research/Blog E-Book ORIGIN: Economic Research WEB WOVEN: • Media/PR • Blog • Email • E-Book • Webinar • Social • Government Affairs RESULTS: • Media exceeded expectations • Top-performing demand gen / pipe • Interest from WH / DOL / Congress • High-value SEO
  13. 13. © Glassdoor, Inc. 2016 Finding the Gap: Employees’ Choice Awards ORIGIN: PR WEB WOVEN: • Media • Events • Speaking Opportunities • Blog Content • Social • Webinars • E-Book • Bylines RESULTS: • Built a franchise • Huge media hits • Top-performing demand gen / pipeline / bookings • Ongoing brand moments / ROI • High-value SEO • Events with high-profile participants
  14. 14. © Glassdoor, Inc. 2016 Finding the Gap: Finding Rinse & Repeat Formulas
  15. 15. © Glassdoor, Inc. 2016 Finding the Gap: Finding Rinse & Repeat Formulas
  16. 16. © Glassdoor, Inc. 2016 Summary Find THE Gap Assemble cross-functional team to work to fill it Start with 1-2 meaningful ideas then build Weave a multi-channel web around data insights Partner with third-parties Become THE expert Stay the course: test, repeat, test…. and be patient.
  17. 17. © Glassdoor, Inc. 2016 Dawn Lyon VP of Corporate Affairs dawn@glassdoor.com @LyonSHARE

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