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
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.
35.
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.
38.
39. current world.
Nothing changed, we are still afraid of change & innovation.
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
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.
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.
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