about conversations, seo & elephants

About SEO, Conversations & Elephants.Prof. Steven Van Belleghem, InSites Consulting@Steven_insites

Conversations are the key driver of growth.NPS score predicts company growth rate.

@steven_insites

The paradox: SEO & Conversations.People’s conversations hardly used in SEO strategies.

@steven_insites

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

@steven_insites

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

@steven_insites

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

Aren’t natural conversations the elephant in the room?

@steven_insites

Social time becomes larger than Google time.

@steven_insites

Content on social media key traffic generator.

Google is integrating social & conversations.

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 the satisfied people that don’t speak about your great company.

@steven_insites

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

28%

@steven_insites

Co

nve

rsat

ion

s fr

om

inte

rnal

so

urc

e

Conversations from external source

Proud company

Boring company Adored company

SuperstarCompany

@steven_insites

Con

vers

atio

ns

from

inte

rnal

sta

kehol

der

s

Conversations from external stakeholders

Proud company

Boring company Adored company

SuperstarCompany

Experiences

@steven_insites

Fans Positives Neutrals Negatives Haters

Success stories

AcquisitionWIIFM

PrejudicesPerceptionsBugs & FlawsTemp problems

It is great I want to make it better

It could be better

It should be better

It cannot be better

Feed EmbraceCelebrate

EngageActivate

Neutralize IsolateIgnoreLearn

Sentiment engagement framework. How to react and respond to different peopleonline.

Con

tent

Sen

tim

ent

Act

ion

h

Position your customer,not your brand

Make them look good, using your brand.

Con

vers

atio

ns

from

inte

rnal

sta

kehol

der

s

Conversations from external stakeholders

Proud company

Boring company Adored company

ConversationalCompany

Cultu

re, n

ews,

fact

s…

@steven_insites

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 tokeep this new technology out of their premises.

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

Let’s continue to travel back to 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 tokeep this new technology out of their premises.

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

We’re back in our current world.Nothing changed, we are still afraid of change & innovation.

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.

And by the way, it’s 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 MoenaertMarketing expert

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.

Observe Facilitate Join

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

@steven_insites

Observe Facilitate Join

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

@steven_insites

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

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

@steven_insites

Observe Facilitate Join

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

@steven_insites

Formal

Central content creation.Created by a central team.

One voice towards the world.Control of content going out.

Informal

Everyone can createinformal 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.

@steven_insites

3 social media teams create formal content.‘Common Sense’ policy for informal content.

Observe Facilitate Join

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

@steven_insites

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.

@steven_insites

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

@steven_insites

Con

vers

atio

ns

from

inte

rnal

sta

kehol

der

s

Conversations from external stakeholders

Proud company

Boring company Adored company

SuperstarCompany

Experiences

@Steven_InSites #cm48

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

Con

vers

atio

ns

from

inte

rnal

sta

kehol

der

s

Conversations from external stakeholders

Proud company

Boring company Adored company

SuperstarCompany

Cultu

re, n

ews,

fact

s…

@steven_insites

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.

Con

vers

atio

ns

from

inte

rnal

sta

kehol

der

s

Conversations from external stakeholders

Proud company

Boring company Adored company

SuperstarCompany

Experiences

Cultu

re, n

ews,

fact

s…

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

@steven_insites

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.Telenet’s 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.

Observe Facilitate Join

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

@steven_insites

Thank you!

Let’s connect:Via LinkedIn

@steven_insitessteven@insites.eu