Servio Full Introduction
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Transcript of Servio Full Introduction
Company Introduction
July 20th, 2012
WHO Is Servio?
01 CONTENT CREATION
02 DATAENHANCEMENT
…using the most advanced crowdsourcing platform on the planet
We solve the biggest content marketing problems on the web…
High Quality High Scale
• Started in 2009 in San Francisco
• Founders instrumental in the growth of Microsoft, Napster, Netscape, Inktomi, Weblogic/BEA, Jive and Cloudmark
• More than 200,000 in workforce
Servio Global Operations CenterSan Francisco, California
History
CUSTOMERSKEY
ASSEMBLY LINE PROCESSES
InternalQualityControl
SophisticatedOutput
ComplexWorkflow
Technology
How Servio Works:The best of Human Labor and Industrial Productivity
+ =
Multiple layers of quality control
Worker credibility is dynamic and adjusted after each task
Patent-pending peer review engine
Quality is paramount
Originwork
Worker credibility
Worker credential
Peer review
Output to client?
Good
Notgood
Case study Overview
Product Descriptions:Create 50,000+ Engaging Product Descriptions that Map to Target’s Brand Voice
Challenges: • High Quality Bar• Limited Product Information• Tight Deadline• Enterprise Scale• SEO Ready
Process
50,000 Products
SCALE: Break project into tasks Distribute to Workforce of 155,000to Research and Optimize
QUALITY: Writing and Editing limited to U.S. Based workersOnly Credentialed Marketing Writers
Actual Product Examples
“Bring new life to your outdoor chaise with this reversible cushion from Outdoor Patio. With a brown and red floral pattern on one side and stripes on the other, this weather-resistant cushion can be flipped to match your mood.”
“Enjoy casual meals with friends or family on these nautical-themed TV trays. These trays come in a set of four, so the whole family can eat together. You can fold the trays and place them in the included stand for storage.”
“Complete your Winnie the Pooh nursery or child’s room with theme with this adorable hamper. Featuring Winnie and Piglet, this hamper is part of the Hunny collection. This lightweight hamper can be used for toys, linens, and more.”
Results
Challenge Pre-Servio Post-Servio
Quality Variable. Relied Largely on Manufacturer’s Descriptions
Engaging Copy in Target’s Brand Voice
Ability to Scale Limited by Existing In-House Teams
50,000 Product Descriptions Created--Scales to Meet Demand
Management Management of In-House Teams Incurs Significant Costs, and Impacts Quality and Consistency
Single Point of Contact Reduces Management Costs, Increases Quality and Consistency, and Frees Up Target Resources
Turnaround Time Project Would Have Taken Six Man-Years
Project Completed in Just 4 Months
Case Studies
Data Verification and Corrections
Case Study 1: Categorize
Case Study 2: AcquireLocate difficult ID information• MPIN: Marketing Partner Identification No.• EAN: European Article Number• UPC: Universal Product Code• MPN: Manufacturer Part Number
Case Studies…cont’d…
Simultaneous production in French, German, and UK English, using native writers
Case Study 3: Verify
Case Study 4: Non English Attributes
Frontline protection against bad profiles, 24-7 coverage
• Is the applicant wearing glasses?• Does the written submission make sense?
Case Studies…cont’d…
Long-tail research, at scale, to add value to products and categoriesPerfectly integrated, high-quality links
Case Study 5: Keyword Research & Interlinking
• Minimum Search Volume = 100• Global, Exact, English• Must fit with product
• Must not be used more than once on site
Case Study 6: SEO MetadataHandcrafted Title Tags
Leading Drugstore
Chain
Contact Information
Next Steps Discussion
“Businesses (are) getting work done at a fraction of the normal cost.”
“One of the 100 Most BrilliantCompanies in the U.S.”
“Fiendishly Clever” “The Power of Many.”--NBC TV
Product Overview:Content Marketing Services
July 20th, 2012
1. Products and Product Pages
2. Categories
3. Paid Search Campaigns
We Add Value in Three Areas
Product Page Services
July 20th, 2012
We enhance the content of your product pages
This increases your customer satisfaction, conversion rates,
and organic search traffic.
Product Page Services
How It Works
• We craft new content for your product page:– Product Description– Title Tag– Metadata (Search Results)– Pictures & Captions (extra fee)– Custom URL– Secondary Keyword
Category Microsite Services
July 20th, 2012
Category Microsites
We turn your existing category pages into microsites
This increases your search rank and drives additional high-quality
traffic
Before and After
Your Category Page Category Microsite
Pages 1 5
Text Copy Little to None 2000 words
Keyword Optimization
Little to None Category keyword plus 5 secondary keywords
Customer Perception
Little Value Useful, Expert Information
How it Works
Step 1 – Research– We carry out keyword research and measure your current
traffic.
Step 2 – Initial Construction– We build out your category page into a 5 page microsite,
using state-of-the-art SEO optimization
Step 3 – Ongoing Enhancement– On a monthly basis, we provide new content, monitor for
flaws like dead links, and add embedded links– On an annual basis, we rewrite your category page content
for maximum accuracy and freshness
PPC Campaign ContentServices
July 20th, 2012
We Solve the Hard Part
Servio supercharges your PPC campaigns
withtargeted content
How it Works
1. You specify a keyword2. We craft landing page content and ad copy
to support that keyword
Example
• We design landing pages based on your category page template
Optimizing Every Element by Hand
Custom URL
Custom Title TagCustom Category Copy
Hand-selected Products
How it Works
Step 1 –Initial Construction– We handcraft landing page content and create
multiple versions of ad copy
Step 2 – Ongoing Optimization– On a quarterly basis, we provide additional
versions of landing pages and ad copy
Premium Service
• Upgrades your landing page to a Landing Microsite, with 4 additional pages of unique, relevant content– Buyer’s Guides– Learning Centers– How-to Articles– Fun Facts
• Adds Secondary Keyword Research– Each page optimizes for a different keyword
• Adds Quarterly Microsite Expansion– Each quarter, we’ll deliver an additional 250 words of relevant fresh
material• Increases ad copy variations to 4 per quarter• Increases embedded interlinks from 1 to 3 per page
Contact Information
Next Steps Discussion
“Businesses (are) getting work done at a fraction of the normal cost.”
“One of the 100 Most BrilliantCompanies in the U.S.”
“Fiendishly Clever” “The Power of Many.”--NBC TV