1. [client
logo]
Nice to meet you.
Simon McDonald, InSites Consulting, with many,
© InSites Consulting
Prof. Steven Van Belleghem, InSites Consulting
@Steven_insites
InSites Consulting beliefs - © 2010 1

2. [client
logo]
It is time to re-invent
marketing.
Because power has shifted
to the consumer.
© InSites Consulting
InSites Consulting beliefs - © 2010 2

3. [client
logo]
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.
© InSites Consulting
InSites Consulting beliefs - © 2010 3

4. [client
logo]
So what does it take to
consumer insights?
We believe it takes conversations and stories.
Embracing them in a smart way is a major source of business growth.
© InSites Consulting
InSites Consulting beliefs - © 2010 4

5. [client
logo]
Our belief is so strong that we wrote a book about it.
© InSites Consulting
InSites Consulting beliefs - © 2010 5

6. [client
logo]
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.
© InSites Consulting
6

7. [client
logo]
Methods embracing conversations.
What it takes to observe, facilitate and join.
© InSites Consulting
Understanding rational, emotional, unconscious, and social decision-­making.
7

8. About SEO, Conversations & Elephants.

9. © InSites Consulting
logo]
[client
9

11.
The paradox: SEO & Conversations.
@steven_insites

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

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

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

15. the room?

16. Social time becomes larger than Google time.

17. Content on social media increasingly key
traffic generator.

18. Google is integrating social &

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

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

22. 28%
On average: 28% of your customers is in this pot.

24. Client experiences

25. Sentiment engagement framework.
How to react and respond to different people online.
Fans Positives Neutrals Negatives Haters
Success stories Acquisition Prejudices
Action Sentiment Content
WIIFM Perceptions
Bugs & Flaws
Temp problems
It is great I want to make It could be It should be It cannot be
it better better better better
Feed Embrace Engage Neutralize Isolate
Celebrate Activate Ignore
Learn
h

26. Position your customer,
not your brand

27. Make them look good, using your brand.

29. Stories by your team.

30.
We want our employees to be ambassadors.
But we block them from all social media.

31.
Is social media allowed or blocked in your
company? Or a mix?

32.
56% has limited internet usage (InSites Consulting).

33.
Before we continue...
I would like to take you back in time..... #flashback

34. 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.

36.
our time.
But have a quick stop 15 years ago..... #flashback

37. 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.

39.
current world.
Nothing changed, we are still afraid of change & innovation.

40.
Limited knowledge brings FEAR!
We solve it by blocking people. Not the way to grasp opportunities.

41. And by the way, not just guessing.
McKinsey proved that connected
enterprises experience faster growth
than closed enterprises.
#fact

42.
Help them in being proud about their own job.

43. You do it offline, now do it online as well.
@steven_insites

44. 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

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

46. Towards a searchable content strategy.
Help your employees in three steps to use conversations.
Observe Facilitate Join

47. Towards a searchable content strategy.
Help your employees in three steps to use conversations.
Observe Facilitate Join

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

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

50. Towards a searchable content strategy.
Help your employees in three steps to use conversations.
Observe Facilitate Join

51. Formal Informal
Central content creation.
Everyone can create
Created by a central team.
informal content but within
One voice towards the world.
the limitations.
Control of content going out.
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.

52.
3 social media teams create formal content.

53. Towards a searchable content strategy.
Help your employees in three steps to use conversations.
Observe Facilitate Join
@steven_insites

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

55. 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.

56.
Facilitate & Join through corporate blog.
Help in picking topics to increase search results & make it easy to
share for other people.

57. 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.

58. 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.

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

60. Client experiences

61. Touchpoint expectations management.
Simple rule: Under promise & over deliver.
@Steven_InSites #cm48

62. Stories by your team.

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

64. Create spotlights for your conversational
stories.

65. Spotlight strategy.
Small act, but huge reach.

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

67. 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.

68. 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.

69. Increase impact of SEO through natural
conversations. Help your team in three steps.
Observe Facilitate Join
@steven_insites

70. Look forward to discussing further
Simon McDonald
Business Director
InSites Consulting UK
T +44 (0)2078702573
E simon.mcdonald@insites.eu
InSites Consulting
t
UK Office
338 Euston Road
London NW1 3BT