Building #Awesome Relationships to Maximise

SEO

Paul Morris – Group Head of Digital & Social Media

www.searchmuse.com @searchmuse

The Co-operative Group

900+Funeral Homes

2,500+Food Stores

£9.4bnTurnover

70,000Staff Championing a better way

of doing business for you and

your communities.

www.co-operative.coop

An #Awesome Relationship Defined

An association between an

individual or company for

mutual benefit.

What’s key?

1. Reciprocity

2. Being connected

SEO Team

Bloggers

Influencers

Internal teamsAgencies

Partners

#Awesome Relationship Equation

Key Influence: The Trust Equation by

Maister, Green and Galford

Gaining trust and building a relationship• The hardest thing to do when you’re working with new people is to gain

their trust and build a solid relationship.

• The Trust Equation helps us here:

The qualities you have that make people believe in you

Be real - showcase your expertise

Credibility - Digital Media Forums

Gaining trust and building a relationship• The hardest thing to do when you’re working with new people is to gain

their trust and build a solid relationship.

• The Trust Equation helps us here:

• Make a routine – make an effort to sit with the internal team on a regular basis to help integrate. Involve other departments for ideation sessions. Consistency is key

• Be proactive – offer full solutions to challenges and host regular internal training

Reliability – Blogger Events

The ability to be relied upon for accuracy, honesty or achievement

Make a routine & be proactive

Gaining trust and building a relationship• The hardest thing to do when you’re working with new people is to gain

their trust and build a solid relationship.

• The Trust Equation helps us here:

Intimacy – Surprise and Delight

Make it personal – show your appreciation

Meet face to face – take it offline, don’t just communicate over email

Gaining trust and building a relationship• The hardest thing to do when you’re working with new people is to gain

their trust and build a solid relationship.

• The Trust Equation helps us here:

Self orientation – GBBO Baking Masterclass

Listen (actively) more than you talk

Give more than you receive

Gaining trust and building a relationship• The hardest thing to do when you’re working with new people is to gain

their trust and build a solid relationship.

• The Trust Equation helps us here:

Emotion – Always Look on the Bright Side of Life

32K Shares

International ReachUK, Ireland, Netherlands, Spain, Portugal, Argentina, Lithuania,

Turkey and more…

15 High Authority BacklinksBBC, Telegraph, This is Money, La

Vanguardia, El Pais…

• Provoke an emotional response

• Promote the unexpected

Funeral Music Chartsbit.ly/FuneralMusic2014

Be #Awesome Be real

Make people believe in

you

Be relied upon

Make it personal

Meet face to face

Listen more than you talkGive more than you

receive

Provoke an emotional response

Thank you