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About SEO, Conversations & Elephants. Prof. Steven Van Belleghem, InSites Consulting @Steven_insites
Conversations are the keydriver of growth. NPS score predictscompanygrowthrate. @steven_insites
The paradox: SEO & Conversations. People’sconversationshardlyused in SEO strategies. @steven_insites
We help consumers in findingus. Great and helpful, butit is push model. @steven_insites
We help consumers in findingus. Tagging is a more naturalform, whichcanbereallypowerful. @steven_insites
Conversations are a crediblesource. Whatif we wouldaddsomeConversation Management to SEO?
Aren’tnaturalconversations the elephant in the room? @steven_insites
Social time becomeslargerthan Google time. @steven_insites
Content onsocial media keytraffic generator.
Google is integrating social & conversations.
Conversation Management part of SEO.Facilitateconversationsinternally & externallyforbetter 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
28% On average: 28% of your customers is in this pot. @steven_insites
Proud company Superstar Company Conversations from internal source Adored company Boring company Conversations from external source @steven_insites
Proud company Conversations from internal stakeholders SuperstarCompany Adored company Boring company Experiences Conversations from external stakeholders @steven_insites
Sentiment engagement framework.  How to react and respond to different peopleonline.  Content Sentiment Action h
Positionyourcustomer,notyour brand
Makethem look good, usingyour brand.
Proud company Conversations from internal stakeholders ConversationalCompany Culture, news, facts… Adored company Boring company Conversations from external stakeholders @steven_insites
We want our employees to beambassadors. But we blockthemfrom all social media.
Is social media allowedorblocked in yourcompany? 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, 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.
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, 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.
We’re back in our currentworld. 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’snotjustguessing. McKinsey provedthatconnectedenterprisesexperiencefastergrowththanclosedenterprises. #fact
Help them in beingproudabouttheirown job.
You do it offline, now do it online as well. @steven_insites
“Ifyouneed a social media policy in whichyoutell employeeswhattheycan and cannot do onsocial media,your HR strategy has failed.” Prof. Dr. Rudy Moenaert Marketing 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.
Towards a searchable content strategy. Help your employees in three steps to useconversations. Observe Facilitate Join @steven_insites
Towards a searchable content strategy. Help your employees in three steps to useconversations. Observe Facilitate Join @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
Towards a searchable content strategy. Help your employees in three steps to useconversations. Observe Facilitate Join @steven_insites
Formal Informal Central content creation. Created by a central team. One voice towards the world. Control of content going out. 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. @steven_insites
3 social media teams createformal content. ‘Common Sense’ policy for informal content.
Towards a searchable content strategy. Help your employees in three steps to useconversations. Observe Facilitate Join @steven_insites
Facilitate & Join through corporate blog. Help in picking topics to increase search results & makeit easy to shareforotherpeople.
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
Proud company Conversations from internal stakeholders SuperstarCompany Adored company Boring company Experiences Conversations from external stakeholders
Touchpoint expectations management. Simplerule: Underpromise & over deliver. @Steven_InSites #cm48
Proud company Conversations from internal stakeholders SuperstarCompany Culture, news, facts… Adored company Boring company Conversations from external stakeholders @steven_insites
Create somecool & smart bed-timestories. Storiesbasedon search facts, linked to company culture & objectives.
Create spotlights foryourconversationalstories.
Spotlight strategy. Small act, buthugereach.
Proud company Conversations from internal stakeholders SuperstarCompany Culture, news, facts… The ideal SEO strategy. Combination of internal and external conversations create a boost of complementary information for consumers. Adored company Boring company Experiences Conversations from external stakeholders @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’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.
Incraese impact of SEO through natural conversations. Help your team in three steps. Observe Facilitate Join @steven_insites
Thank you! Let’s connect: Via LinkedIn @steven_insites steven@insites.eu

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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 company Superstar Company Conversations from internal source Adored company Boring company Conversations from external source @steven_insites
  • 15. Proud company Conversations from internal stakeholders SuperstarCompany Adored company Boring company Experiences Conversations from external stakeholders @steven_insites
  • 16. Sentiment engagement framework. How to react and respond to different peopleonline. Content Sentiment Action h
  • 18. Makethem look good, usingyour brand.
  • 19. Proud company Conversations from internal stakeholders ConversationalCompany Culture, news, facts… Adored company Boring company Conversations 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.
  • 25.
  • 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.
  • 28.
  • 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 Moenaert Marketing 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. Observe Facilitate Join @steven_insites
  • 37. Towards a searchable content strategy. Help your employees in three steps to useconversations. Observe Facilitate Join @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. Observe Facilitate Join @steven_insites
  • 41. Formal Informal Central content creation. Created by a central team. One voice towards the world. Control of content going out. 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. @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. Observe Facilitate Join @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 company Conversations from internal stakeholders SuperstarCompany Adored company Boring company Experiences Conversations from external stakeholders
  • 49. Touchpoint expectations management. Simplerule: Underpromise & over deliver. @Steven_InSites #cm48
  • 50. Proud company Conversations from internal stakeholders SuperstarCompany Culture, news, facts… Adored company Boring company Conversations 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 company Conversations from internal stakeholders SuperstarCompany Culture, news, facts… The ideal SEO strategy. Combination of internal and external conversations create a boost of complementary information for consumers. Adored company Boring company Experiences Conversations 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. Observe Facilitate Join @steven_insites
  • 58. Thank you! Let’s connect: Via LinkedIn @steven_insites steven@insites.eu

Editor's Notes

  1. http://blogs.forrester.com/andrew_mcinnes/10-12-06-customers_problems_are_companies_loyalty_building_opportunities