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"XeroIn" (Industry Leadership) (Content and Curriculum (Two…
"XeroIn" (Industry Leadership)
Local MeetUps (by zip code)
Social and hip to local environment (wine, food etc)
People at varying levels train those less qualified
Google Hangout links for outside higher level experts
Training and discussion group format
Content and Curriculum
Full SMB MBA
Two Major Content Areas
The Practice
Modern Cloud
Growth
Advisory by vertical
Partner with Strategic players (e.g. Vend on "Getting the most out of your POS" and Salesforce on "Building a CRM and sales plan for Plumbers"
Pick Top 10 Industry verticals and the Top 10 functional areas of need for each
Short modular blocks
Surface content addressing Top 10 issues - benchmarking results
Measure consumption and engagement
Digital Library (video's etc, Partner stories etc)
Xero.com resource centre etc
Xero Lifelong Learning Platform (how can we link this in too)
North Star Team
("Governing Council")
Quarterly Workshops
Develop Content Framework
Develop training program outline
Looking for next level innovative education
Cost of travel lined up with XeroCon events
Content based around Top 10 issues from Benchmarking Report
Ten of the best (Gender balanced)
Annual Symposium
Membership
Aspirational (seen as the gold standard)
Must be on Xero practice platform to get to certain levels
Xero.com resource centre (some paid, some free)
Overall Goal
Win with Accountants and Bookkeepers
Focus on the mid-size to mid-size plus firms, but available to all.
Provide best in class content to Partners based on journey stage
Highly consumed
Become the educational standard for practices in the modern era (pseudo industry association)
Channel
s
Promotional
Podcast
Regular weekly short form podcast
Partner TV
Events
12 month calendar
PR
Blog via Andrea Silvers
Xero Communities
Links to XPAC, Xero Hour, Xero Ed teams etc
Need Influitive tool to manage Social Communities
Gamify rewarding behaviour
Links back to content
Practice Marketing Champion + Practice Growth Champion roles
(both new)
Links to Partner Marketing
Proactive
- Always-on content strategy - through digital, paid strategy (See global recommendations and content calendar v1.). Social listening??
Personalised
- specific to the Partner Experience
Self-serve
- resource centre for repurposing existing content in a relevant, self-serve way (CSP platform and/or Jacobs resource centre?)
Audience
Partners, Leaders, Managers
Accountants and Bookkeepers - doers
Sole Practitioners no staff v Multi Partners and staff
