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.

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. © Glassdoor, Inc. 2016

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. © Glassdoor, Inc. 2016
MIND THE GAPFIND THE GAP

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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. © 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. © Glassdoor, Inc. 2016
Finding the Gap: Setting a New Standard…

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• 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…

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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

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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

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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

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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

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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

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Finding the Gap: Finding Rinse & Repeat Formulas

15. © Glassdoor, Inc. 2016
Finding the Gap: Finding Rinse & Repeat Formulas

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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. © Glassdoor, Inc. 2016
Dawn Lyon
VP of Corporate Affairs
dawn@glassdoor.com
@LyonSHARE