About conversations, SEO & elephants
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The document discusses the role of conversations in driving growth and their underutilization in SEO strategies. It emphasizes the importance of managing conversations both internally and externally to improve search results, advocating for a shift towards a more open and engaging corporate culture regarding social media. The key takeaway is that integrating social conversations with SEO can lead to better consumer engagement and enhanced company visibility online.
About conversations, SEO & elephants
- 1. About SEO, Conversations & Elephants.Prof. Steven Van Belleghem, InSites Consulting@Steven_insites
- 2. Conversations are the keydriver of growth.NPS score predictscompanygrowthrate.@steven_insites
- 3. The paradox: SEO & Conversations.People’sconversationshardlyused in SEO strategies.@steven_insites
- 4. We help consumers in findingus.Great and helpful, butit is push model.@steven_insites
- 5. We help consumers in findingus.Tagging is a more naturalform, whichcanbereallypowerful.@steven_insites
- 6. Conversations are a crediblesource.Whatif we wouldaddsomeConversation Management to SEO?
- 7. Aren’tnaturalconversations the elephant in the room?@steven_insites
- 8. Social time becomeslargerthan Google time.@steven_insites
- 9. Content onsocial media keytraffic generator.
- 10. Google is integrating social & conversations.
- 11. Conversation Management part of SEO.Facilitateconversationsinternally & externallyforbetter search results.@steven_insites
- 12. Seeing the elephant brings you to the pot of gold.Imagine what happens with your search results if you can activate the satisfied people that don’t speak about your great company.@steven_insites
- 13. 28%On average: 28% of your customers is in this pot.@steven_insites
- 14. Proud companySuperstarCompanyConversations from internal sourceAdored companyBoring companyConversations from external source@steven_insites
- 15. Proud companyConversations from internal stakeholdersSuperstarCompanyAdored companyBoring companyExperiencesConversations from external stakeholders@steven_insites
- 16. Sentiment engagement framework. How to react and respond to different peopleonline. ContentSentimentActionh
- 18. Makethem look good, usingyour brand.
- 19. Proud companyConversations from internal stakeholdersConversationalCompanyCulture, news, facts…Adored companyBoring companyConversations from external stakeholders@steven_insites
- 20. We want our employees to beambassadors.But we blockthemfrom all social media.
- 21. Is social media allowedorblocked in yourcompany? Or a mix?
- 22. 56% has limited internet usage(InSites Consulting).
- 23. Before we continue...I would like to take you back in time..... #flashback
- 24. Once upon a time,About 50 years ago,anew & very dangerous technology was invented!Companies did everything in their power tokeep this new technology out of their premises.It would decrease efficiency andcaused a serious threat for the securty of the company.
- 26. Let’s continue to travel back to our time.But have a quick stop 15 years ago..... #flashback
- 27. Once upon a time,About 15 years ago,anew & very dangerous technology was invented!Companies did everything in their power tokeep this new technology out of their premises.It would decrease efficiency andcaused a serious threat for the securty of the company.
- 29. We’re back in our currentworld.Nothing changed, we are still afraid of change & innovation.
- 30. Limited knowledge brings FEAR!The famous ‘what if someone will be negative?’ question pops up.We solve it by blocking people. Not the way to grasp opportunities.
- 31. And by the way, it’snotjustguessing.McKinsey provedthatconnectedenterprisesexperiencefastergrowththanclosedenterprises.#fact
- 32. Help them in beingproudabouttheirown job.
- 33. You do it offline, now do it online as well.@steven_insites
- 34. “Ifyouneed a social media policy in whichyoutell employeeswhattheycan and cannot do onsocial media,your HR strategy has failed.”Prof. Dr. Rudy MoenaertMarketing expert
- 35. Policy’s should be positive and facilitating. CommonWealth asked its employees to snitch their friends on social media. Betray your friends and hunt them down, or…you will be fired.
- 36. Towards a searchable content strategy.Help your employees in three steps to useconversations.ObserveFacilitateJoin@steven_insites
- 37. Towards a searchable content strategy.Help your employees in three steps to useconversations.ObserveFacilitateJoin@steven_insites
- 38. Observe what is ‘hot’ and link content to high searches.Let you employees know what the conversational topics are to increase search results.@steven_insites
- 39. Observe what are relevant words in your industry.Let you employees know what the best terms are to be found.@steven_insites
- 40. Towards a searchable content strategy.Help your employees in three steps to useconversations.ObserveFacilitateJoin@steven_insites
- 41. FormalInformalCentral content creation.Created by a central team.One voice towards the world.Control of content going out.Everyone can createinformal content but withinthe 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.@steven_insites
- 42. 3 social media teams createformal content.‘Common Sense’ policy for informal content.
- 43. Towards a searchable content strategy.Help your employees in three steps to useconversations.ObserveFacilitateJoin@steven_insites
- 44. Facilitate & Join through corporate blog.Help in picking topics to increase search results & makeit easy to shareforotherpeople.
- 45. 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.
- 46. 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.@steven_insites
- 47. Conversation Management & SEO.Here is the real important stuff to remember.@steven_insites
- 48. Proud companyConversations from internal stakeholdersSuperstarCompanyAdored companyBoring companyExperiencesConversations from external stakeholders
- 49. Touchpoint expectations management.Simplerule: Underpromise & over deliver.@Steven_InSites #cm48
- 50. Proud companyConversations from internal stakeholdersSuperstarCompanyCulture, news, facts…Adored companyBoring companyConversations from external stakeholders@steven_insites
- 51. Create somecool & smart bed-timestories.Storiesbasedon search facts, linked to company culture & objectives.
- 53. Spotlight strategy.Small act, buthugereach.
- 54. Proud companyConversations from internal stakeholdersSuperstarCompanyCulture, news, facts…The ideal SEO strategy.Combination of internal and external conversations create a boost of complementary information for consumers.Adored companyBoring companyExperiencesConversations from external stakeholders@steven_insites
- 55. 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.
- 56. Public co-creation is possible.Telenet’sYelo was launched 6 months before the product was final. First users did not have to pay for the product. Telenet just asked for feedback.
- 57. Incraese impact of SEO through natural conversations. Help your team in three steps.ObserveFacilitateJoin@steven_insites
- 58. Thank you!Let’s connect:Via LinkedIn@steven_insitessteven@insites.eu
Editor's Notes
- #17: http://blogs.forrester.com/andrew_mcinnes/10-12-06-customers_problems_are_companies_loyalty_building_opportunities