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The Challenge of Relevance
ready or not, here it comes...
Gianni CatalfamoEuropean Director, Digital & Social Media
Monday, November 7, 11
Monday, November 7, 11
the Internet’Killer Application
WHAT IS
?
Monday, November 7, 11
the Internet’Killer Application
PEOPLE ARE
!
Monday, November 7, 11
REGULATORS
EMPLOYEESSOCIETY
CONSUMERS
BRANDINVESTORS
Monday, November 7, 11
80%
85%
90%
95%
100%
97.3%
94%1st weekend
2nd weekend
Tweet ratepositive/negative
n° of theaters
Tweet raten° of theaters
Source: Sitaram Asur, Bernardo Huberman (HP Labs)
Twitter buzz predictsbox-office revenues
Monday, November 7, 11
www.nevadacomparecare.netMonday, November 7, 11
SALE
PROMISEVALUES
BRAND
SERVICE
CLIENT
Monday, November 7, 11
Monday, November 7, 11
sonofgeektalk.wordpress.com/amex_loveMonday, November 7, 11
MediaNew
Monday, November 7, 11
Nobody reads blogs!
Monday, November 7, 11
Who is Mark Russinovich?
Monday, November 7, 11
31/10/2005
Monday, November 7, 11
16/11/2005
Monday, November 7, 11
Who’d trust a blog?
Monday, November 7, 11
Original article posted @4:38AM
Monday, November 7, 11
Error 3 corrected @5:01AM
Monday, November 7, 11
Error 1 corrected (2x) @5:22AM
Monday, November 7, 11
Error 2 corrected @5:24AM
Monday, November 7, 11
Putting Social Media to work
Monday, November 7, 11
| 05/09/11
Methodology
Sponsored by my Client
5
3
1 2
4
Monday, November 7, 11
| 05/09/11
Outside
Aware
Engaged
Time
Marke)n
g,Va
lue
The community lifecycle
Monday, November 7, 11
| 05/09/11
Awareness generators
Paid
Organic
Conversa/on
Offline
relevantcontent
precisemapping
marke4ng2mixintegra4on
keyword2adver4sing
Monday, November 7, 11
| 05/09/11
Engagement generators
Entertainment
Value
Learn/TeachConnec/on
Status
a2great2deal
informa4on2/2knowledge2exchange
all2my2friendsare2here2>2peer2group2
pressure
this2is2fun
human2rela4onship2
between2people2and2orgs
Monday, November 7, 11
| 05/09/11
Monday, November 7, 11
| 05/09/11
Monday, November 7, 11
| 05/09/11
Monday, November 7, 11
| 05/09/11
Outside
Aware
Engaged
Time
Marke)n
g,Va
lue
Communities in B2B
Lead
Monday, November 7, 11
| 05/09/11
Methodology > Insight
Sponsored by my Client
5
3
1 2
4
Monday, November 7, 11
| 05/09/11
Information needs in B2B
Looking for general information about a relatively broad area, comparing different visions. Focused on long term evolution.
Have a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application.
Have decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment.
Have installed / bought a solution and is now seeking support on a usage problem.
A. Scenario
B. Solution
C. Benchmark
D. Support
Pre-saleAfter-sale
Monday, November 7, 11
| 05/09/11
Matching responses to needs
D. Support
White papers
Case studies
Analyst reports
route to CRM
respond
respond
respond
respond
A. Scenario
B. Solution
C. Benchmark
Monday, November 7, 11
| 05/09/11
Reminds you of something ?
A. Scenario
B. Solution
C. Benchmark
Leads
Opportunities
Quotes
Customers
Monday, November 7, 11
Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams
Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action: pictures of our members using their favorite widgets. Add yours !
Widgets in action: pictures of our members using their favorite widgets. Add yours !
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
| 05/09/11
Welcome to WidgetWorld!The community of Widget lovers
Monday, November 7, 11
Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams
Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action: pictures of our members using their favorite widgets. Add yours !
Widgets in action: pictures of our members using their favorite widgets. Add yours !
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
| 05/09/11
Welcome to WidgetWorld!The community of Widget lovers
Monday, November 7, 11
Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams
Your dream widgetFill in our instant poll and win “The hitchhiker guide to widgets” by D.Adams
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
Widgets in action: pictures of our members using their favorite widgets. Add yours !
Widgets in action: pictures of our members using their favorite widgets. Add yours !
Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !
| 05/09/11
Welcome to WidgetWorld!The community of Widget lovers
Monday, November 7, 11
| 05/09/11
Connecting with the right audiences
.
.‘.
.
Monday, November 7, 11
| 05/09/11
Connecting the community to the sales funnel
Leads
Opportunities
Quotes
Customers
Monday, November 7, 11
| 05/09/11
Examples of good “sieves”
• Polls
• Surveys
• Thematic newsletter
• Premium content (abstracted in public section)
• Value offers:
• Free consultancy
• Self-test questionnaires
• Assessment workshops
• ...
Monday, November 7, 11
WHAT DO YOU NEED?
KEY BLOCKS OF A D&SM CAMPAIGNMonday, November 7, 11
WHAT DO YOU NEED?
• Profound understanding of the Client’s market• Ability to “see” associations between concepts or
ideas
for INSIGHT
Monday, November 7, 11
WHAT DO YOU NEED?
• Bridging between Client messages and Target audience expressed needs
• A process to deliver content of good quality, on time, every time
for THE “RIGHT” CONTENT
Monday, November 7, 11
WHAT DO YOU NEED?
for ASSET DEVELOPMENT
• Knowledge and technical understanding
• Project management• Visual creativity
Monday, November 7, 11
WHAT DO YOU NEED?
• Understand the inherent conversational nature of social interactions
for OUTREACH/ENGAGE
• Understand the Target audience value system
Monday, November 7, 11
WHAT DO YOU NEED?
• Willingness to develop and nurture long-term two-way relationships
for COMMUNITY BUILDING
• Clear focus to keep the discussion on theme and valuable for all parties
Monday, November 7, 11
Situa&on
Vitamins:-a-popular-topic
Searching-for-“Vitamins”-yelds-hundred-of-results
Bidding-for-“Vitamins”-can-reach-as-high-as-€2-CPC
A-small-market,-owned-by-the-big-guys
Hard-to-keep-an-edge
Monday, November 7, 11
Our-approach
#1:-but-are-people-really-interested-in-“Vitamins”?
#2:-is-there-a-way-to-go-stealth?
#3:-is-there-a-way-to-turn-this-into-a-process-(make-it-sustainable)-?
Monday, November 7, 11
The-real,-complete-
“onion”-is-over-200-words-or-expressions
Monday, November 7, 11
How-do-we-use-the-onion?
Contentchannels
Keywordsto-buy
Monday, November 7, 11
OnionNtoNchannels
Monday, November 7, 11
OnionNtoNchannels
Monday, November 7, 11
Mul(centrum
Supradyn
Spontaneous-brand-associa&on
Monday, November 7, 11
Onion
NtoNAdW
ords
Monday, November 7, 11
Up-toEUR-2.00
CPC
Onion
NtoNAdW
ords
Monday, November 7, 11
Up-toEUR-2.00
CPC
AvgEUR-0.17
CPC
Onion
NtoNAdW
ords
Monday, November 7, 11
Metrics
700k+-unique-visitors-per-year
40%-of-visitors,-on-average-visit-8.4-pages-(&me-on-site-9’+)
permanent-link-from-Wikipedia
page-1-on-SERP-on-about-45%-of-the-“onion”-search-keywords
...way-ahead-of-Bayer.it-!!!!
Monday, November 7, 11
The Challenge of Relevance
the questions!come... ready or not, here
Monday, November 7, 11
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