womma uk event: wom and seo

1 InSites Consulting beliefs - © 2010

[client logo] [client logo]

© InSites Consulting

Nice to meet you. Simon McDonald, InSites Consulting, with many, Prof. Steven Van Belleghem, InSites Consulting @Steven_insites




It is time to re-invent marketing. Because power has shifted to the consumer.




NEW MASS MEDIA AVAILABLE TO EVERY CONSUMER TURNING WORD-OF-MOUTH INTO WORLD-OF-MOUTH CONSUMERS TRUST EACH OTHER MOST SHIFTING POWER FROM MARKETERS TO CONSUMERS MAKING IT THEIR BRAND, NOT YOURS SO INVOLVE THEM IN WHAT YOU ARE DOING AND LEARN HOW TO LET GO

Power has shifted to the consumer. Get used to it and understand how to lead instead of how to control.




We believe it takes conversations and stories. Embracing them in a smart way is a major source of business growth.

So what does it take to

consumer insights?




Our belief is so strong that we wrote a book about it.

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1) CONNECT WITH THE MULTI-FACETED CONSUMER

2) KEEP AN ONGOING DIALOGUE WITH CONSUMERS

3) BRING THEM INTO YOUR REALITY

Taking research forward is serious business. It means 3 different things to us, all of which are key for future growth.

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Methods embracing conversations. What it takes to observe, facilitate and join. Understanding rational, emotional, unconscious, and social decision-making.

About SEO, Conversations & Elephants.

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The paradox: SEO & Conversations.

@steven_insites

We help consumers in finding us. Great and helpful, but it is push model.

We help consumers in finding us. Tagging is a more natural form, which can be really powerful.

Conversations are a credible source. What if we would add some Conversation Management to SEO?

the room?

Social time becomes larger than Google time.

Content on social media increasingly key traffic generator.

Google is integrating social &

Conversation Management part of SEO. Facilitate conversations internally & externally for better search results.

@steven_insites

Seeing the elephant brings you to the pot of gold. Imagine what happens with your search results if you can activate

On average: 28% of your customers is in this pot.

28%

Client experiences

Fans Positives Neutrals Negatives Haters

Success stories Acquisition WIIFM

Prejudices Perceptions Bugs & Flaws Temp problems

It is great I want to make it better

It could be better

It should be better

It cannot be better

Feed Embrace Celebrate

Engage Activate

Neutralize Isolate Ignore Learn

Sentiment engagement framework. How to react and respond to different people online.

Content

Sentiment

Action

h

Position your customer, not your brand

Make them look good, using your brand.

Stories by your team

.

We want our employees to be ambassadors. But we block them from all social media.

Is social media allowed or blocked in your company? Or a mix?

56% has limited internet usage (InSites Consulting).

Before we continue... I would like to take you back in time..... #flashback

Once upon a time, About 50 years ago,

a new & very dangerous technology was invented!

Companies did everything in their power to keep this new technology out of their premises.

It would decrease efficiency and caused a serious threat for the securty of the company.

our time. But have a quick stop 15 years ago..... #flashback

Once upon a time, About 15 years ago,

a new & very dangerous technology was invented!

Companies did everything in their power to keep this new technology out of their premises.

It would decrease efficiency and caused a serious threat for the securty of the company.

current world. Nothing changed, we are still afraid of change & innovation.

Limited knowledge brings FEAR!

We solve it by blocking people. Not the way to grasp opportunities.

And by the way, not just guessing.

McKinsey proved that connected enterprises experience faster growth

than closed enterprises.

#fact

Help them in being proud about their own job.

You do it offline, now do it online as well.

@steven_insites

If you need a social media policy in which you tell employees what they can and cannot do on social media,

your HR strategy has failed

Prof. Dr. Rudy Moenaert Marketing expert

CommonWealth asked its employees to snitch their friends on social media.

Observe Facilitate Join

Towards a searchable content strategy. Help your employees in three steps to use conversations.

Let you employees know what the conversational topics are to increase search results.

Observe what are relevant words in your industry. Let you employees know what the best terms are to be found.

Formal

Central content creation. Created by a central team. One voice towards the world. Control of content going out.

Informal

Everyone can create informal content but within

the limitations.

Faciliate by offering shareable content and allowing informal content. Make it easy for your team to share relevant stories. They can put in on their Facebook & Twitter account to score better through social search.

3 social media teams create formal content.



@steven_insites

Here you can write stuff in more than 140 characters. You can use multi-media and you can put employees in the spotlight.

http://technobabble2dot0.wordpress.com/2011/02/15/is-a-blog-still-important-in-2011/

A blog can be just about culture. Give your employees the possibility to show the world that they love your company. And by the way, recent research showed that blogging employees are more loyal and have a higher productivity.

Facilitate & Join through corporate blog. Help in picking topics to increase search results & make it easy to share for other people.

Join: Empower your employees in using common sense. Our policies are made to avoid people taking advantage of them. Result: they are not taking into account the problems of 95% of your customers. Bring back common sense.

Joining can lead to a long tail of relevant content. If all your employees join the conversation, it can lead to a mass of niche content. This content has a small reach, but can be very relevant.

Conversation Management & SEO. Here is the real important stuff to remember.

@steven_insites

Client experiences

@Steven_InSites #cm48

Touchpoint expectations management. Simple rule: Under promise & over deliver.


.

Create some cool & smart bed-time stories. Stories based on search facts, linked to company culture & objectives.

Create spotlights for your conversational stories.

Spotlight strategy. Small act, but huge reach.


.

Client experiences The ideal SEO strategy. Combination of internal and external conversations create a boost of complementary information for consumers.

Pre-marketing boosts success. If you hide your innovations, the result is simple: nobody will know about it. Claim a product or a domain before you actually have a product ready.

Public co-creation is possible. Yelo was launched 6 months before the product was final. First users

did not have to pay for the product. Telenet just asked for feedback.


Increase impact of SEO through natural conversations. Help your team in three steps.

@steven_insites

t

Simon McDonald

Business Director

InSites Consulting UK

T +44 (0)2078702573

E [email protected]

InSites Consulting

UK Office 338 Euston Road London NW1 3BT

Look forward to discussing further

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