iAcquire Meet Up September 25, 2013 on Scaling Digital. Rhea Drysdale spoke on how to educate your team in a rapidly changing digital landscape.

1. Scaling Digital Marketingers
iAcquire Meetup 2013
@Rhea | @outspokenmedia

2. What is scaling digital about?
I own a small agency.

3. “But Rhea,
you
scaled a
human!”

4. What I enjoy most about my
job is building people up.

5. Don’t take my word for it…
“Rhea has been one of the most influential people in
my professional career. I've learned more from Rhea
than I have from any other supervisor/colleague in all
the fields I've worked in and all in a short period of
time.”
“She's a great teacher, and I will owe much of any
success I acheive to the time I got to spend with Rhea
as my supervisor.”
“I learned more from her in one month than I did in an
entire year at (redacted).”

6. So, let’s talk about how you
scale digital marketers!

7. First, how did we get here?

8. Most of us
didn’t get a
DIGITAL
MARKETING
degree at…

9. We didn’t have a badass mentor.

10. We didn’t
inherit the
family
business.

11. Educational Backgrounds of
SEOs & Digital Marketers
Survey conducted on 9/24/2013
285 responses as of the following screenshots

13. No minimum educational
requirements for industry
employment

15. 91%Did not take any
online marketing,
search marketing,
digital marketing,
or related courses in
s c h o o l .

18. Until recent years there was
no degree in digital marketing

19. Internet Marketing MS
eCommerce MS
e-Business MS
New Media
Institute Certification

20. Why are there so few
programs dedicated to
digital marketing?

21. Marketing courses are like
history class where we never
made it past WWII

22. Traditional academia cannot
develop curriculum fast
enough to include the rapidly
changing environment of
digital technology

23. First use of “SEO” circa 1997
Google founded Sept 4, 1998

24. The Internet literally moves at
the speed of light

26. Less diversity, but greater
complexity in search

29. http://www.google.com/intl/en/insidesearch/howsearchworks/algorithms.html

30. Even then, Google itself is
outdated and missing in-
depth articles

31. Search is more complex
than the…

34. We cannot rely on traditional
education to train our future
workforce

35. But we’re already struggling
to find the talent that industry
growth demands!

36. Fortunately, we’re positioned
better than ever

37. Internet

38. Smart phones

39. Cloud

40. Which gives us self-directed
learning opportunities like:

43. But, most of us won’t thrive
under self-directed learning

44. Because we need…

45. …a teacher.

47. • Most of your students learn differently
than you do.
• Each of your students learns differently
from your other students.
• No one teaching method will effectively
reach all of your students.
• You cannot address all of your
students' learning styles all of the time.
Teachers know that…

48. • Most of your employees learn
differently than you do.
• Each of your employees learns
differently from your other employees.
• No one teaching method will effectively
reach all of your employees.
• You cannot address all of your
employees' learning styles all of the
time.
And in business…

49. Corporate education is vital
for employee retention and
business growth

50. Gen Y expects continual
learning, but promotion
doesn’t mean education.

51. 40% of Gen Y believes
they should be promoted
every two years, regardless of
performance.

52. Without education and
promotion, you will
lose your team.

53. How do we train *everyone*?

54. This depends on your
business model

55. TEACH
ALL THE
THINGS!

56. Want my $1 Billion secret?

57. Stone soup

58. You will need…

59. Students

60. Educators

61. Parallel goals

62. Flexible curriculum

63. Performance measurement

64. Review Process

65. Seriously, that’s it!

66. Fortunately, most of us do
this to some extent already

67. Create a Culture for Learning

69. Hold Traffic / Status / Standing Mtngs

70. Hold Budget Meetings
“Don’t use a bandaid!”

71. Develop SOPs
“We need quick
guides.”

72. Foster Team-Led Training

73. Encourage feedback

74. This
brainstorm
isn’t working!

75. Learn How to Brainstorm
http://www.mindtools.com/brainstm.html
• Find a comfortable meeting environment, and set it up ready for the session.
• Appoint one person to record the ideas that come from the session. These should be noted in a
format than everyone can see and refer to. Depending on the approach you want to use, you may
want to record ideas on flip charts, whiteboards, or computers with data projectors.
• Define the problem you want solved clearly, and lay out any criteria to be met. Make it clear that that
the objective of the meeting is to generate as many ideas as possible.
• Give people plenty of time on their own at the start of the session to generate as many ideas as
possible.
• Ask people to give their ideas, making sure that you give everyone a fair opportunity to contribute.
• Encourage people to develop other people's ideas, or to use other ideas to create new ones.
• Encourage an enthusiastic, uncritical attitude among members of the group. Try to get everyone to
contribute and develop ideas, including the quietest members of the group.
• Ensure that no one criticizes or evaluates ideas during the session. Criticism introduces an element
of risk for group members when putting forward an idea. This stifles creativity and cripples the free
running nature of a good brainstorming session.
• Let people have fun brainstorming. Encourage them to come up with as many ideas as possible,
from solidly practical ones to wildly impractical ones. Welcome creativity!
• Ensure that no train of thought is followed for too long. Make sure that you generate a sufficient
number of different ideas, as well as exploring individual ideas in detail.
• In a long session, take plenty of breaks so that people can continue to concentrate.

76. Store Lessons & Revisions

78. Hold After-Action Reviews

79. Schedule Work Reviews

80. Make Time for Mentorship

81. Share the Responsibility w/Clients

82. Appoint a Chief Learning Officer

83. Say hello!
rhea@outspokenmedia.com
t: @Rhea | @outspokenmedia