SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
The Importance of Listening
1. The importance of listening
25 April 2013 // Richard von Kaufmann // Co-founder // Head of Social Media
facebook.com/zipipop linkedin.com/company/zipipop
2. We help companies integrate social media and
technologies to support their business strategies.
Zipipop is the social media
company in Finland
more loyal clients
better customer support
improved business collaboration
better employee motivation and recruitment
5. Customers are becoming more social
There are now 3 types of customers:
• traditional
• online
• social
“[Social customers] require a different level of engagement. They’re
connected. They’re influential.” Brian Solis, Altimeter Group
8. • Use social networks
What do social customers do?
9. • Use social networks
• Buy more online
What do social customers do?
10. • Use social networks
• Buy more online
• Provide more feedback
What do social customers do?
11. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
What do social customers do?
12. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
What do social customers do?
13. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
• Like to connect with like-minded people
What do social customers do?
14. • Use social networks
• Buy more online
• Provide more feedback
• Read and create product reviews
• Trust in advice given by people online
• Like to connect with like-minded people
• Expect better customer support =
What do social customers do?
15. Customer support is marketing
Happy customers tell a few friends.
Unhappy customers tell many more.
20. Who is listening?
Nearly three quarters of marketing executives
are actively monitoring Social Media through the
use of both paid and free tools.
Source: Marketers & Social Media Monitoring Survey 2011, Web Liquid
26. Listening / Engaging / Supporting (largely social media based)
client’s quality product / service
27. Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service
28. Marketing (initial awareness:
press, TV, digital, etc)
Social conversations (influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service
“It’s not a campaign – it’s the
start of a relationship” Jeremiah Owyang, Altimeter Group
29. Community Fans (users promoting in social media)
Marketing (initial awareness:
press, TV, digital, etc)
Social conversations (influencing)
Expert Evangelists (internal/external experts, bloggers, enthusiasts, etc)
Listening / Engaging / Supporting (largely social media based)
client’s quality product / service
30. Other listening benefits:
• Real-time monitoring to improve both crisis communications
and building upon positive developments
• More understanding of your customers
• Better customer support
• A source of new ideas
• Can be used to help measuring effectiveness of campaigns
31. Building the engagement layer
• Social media monitoring (start listening)
• Social media strategy (based on business objectives)
• Social media guidelines (to get the team going, and set the culture for others
to follow)
• Community Manager (coordinating social media team)
• Social media team (empowered employees from across the organization)
• Response process (notifying the right “expert” employees to respond quickly)
32. Coordinating social media activity
Separate
collaboration
space /
website to
coordinate all
activity
Schedule
Guidelines
Contact list
Separate
space where
admins can
share and
discuss
potential
content
Access to
more than one
community
Monitoring
Overall Account specific
33. What is a Community Manager?
A Community Manager guides
communities towards smooth
and effective collaboration.
http://www.fillmoregazette.com/arts-entertainment/ventura-college-symphony-orchestra-%E2%80%9Cwinner%E2%80%99s-circle%E2%80%9D-concert-october-25
34. Community Manager roles
Motivator Judge
Evangelist
Encourages
participation
Takes care of release
schedules
Keeps discussions
going smoothly
Chair
Solves disputes
Content Manager
Organizes the content
35. Social media team
Spread and speed up the workload by involving experts from different departments —
authentic knowledgable employees can be your best advocates
Marketing
HR
Customer service
Communications
R&D
Management
Sales Team members should be enthusiastic and
comfortable with using social media
36. Catching the wave
Colm Walsh @2006 Creative Commons http://www.flickr.com/photos/colmsurf/144455160/
Social media teams need to be ready to catch the waves of positive publicity.
38. Online Engagement Academy
Train up and empower 90-100 semi-active contributors.
About 10% will be selected as Online Brand Ambassadors
There will be two kinds of workshops:
• Social Media Kickstart
• Overview of social media potential and benefits
• Inspiring employees to create content
• Social Media Channels
• What are their unique strengths
• Suitable content for each channel (i.e. content of
needs to be adapted for the different contexts.
55. Heikki “Hese” Salmela on aina perustanut toimintansa
lukuihin
Hesburger on nykyään Suomen suurin pikaravintolaketju.
Hesburger haluaa olla “Suomen paras Facebook brändi”.
57. Ideana crowdsoursata suosituin hampurilainen.
Kampanja toi 63 000 uutta tykkääjää
ja palkittiin parhaana sosiaalista mediaa hyödyntävänä sovelluksena.