Data driven story-telling

© Glassdoor, Inc. 2016

Battery Ventures Growth MarketingStorytelling Through Data

Dawn Lyon | Glassdoor Corporate Affairs@LyonSHARE @Glassdoor

Glassdoor is a registered trademark of Glassdoor Inc.



Two-Sided Marketplace Job Seekers/Employees <> Employers

Home Owners/Shoppers <> Real Estate Pros / Businesses

Media Models with SaaS-Like Properties

Job Advertising, Employer BrandingRobust Analytics

Real Estate ListingsMortgage 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 TellingTips and tricks, celebrity homes,local relevance, inspiration

Tips and tricks, culture, management, workplace humor, inspiration


MIND THE GAPFIND THE GAP


Look at gaps in market/industryExplore your data troveAssign cross-functional teamStart small (1-2 ideas) with multi-audience appealExploit multiple channels (SEO!)

Build a wish list

Test, refine, and test

Practice patience


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


Finding the Gap: Setting a New Standard…


• Change the ConversationHome values vs. home prices

• Penetration Requires Repetition… and PatienceMonths and years, not days or weeks

• Introduce New LensesLayer 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…


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


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


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


Finding the Gap: Benefits DataResearch/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


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


Finding the Gap: Finding Rinse & Repeat Formulas


Finding the Gap: Finding Rinse & Repeat Formulas


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.


Dawn LyonVP of Corporate Affairs

[email protected]@LyonSHARE

mailto:[email protected]

mailto:[email protected]