CSM presentation for University lectures

The Challenge of Relevance

ready or not, here it comes...

Gianni CatalfamoEuropean Director, Digital & Social Media

Monday, November 7, 11


the Internet’Killer Application

WHAT IS

?


the Internet’Killer Application

PEOPLE ARE

!


REGULATORS

EMPLOYEESSOCIETY

CONSUMERS

BRANDINVESTORS


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


www.glassdoor.comMonday, November 7, 11

http://www.glassdoor.com

http://www.glassdoor.com

www.vanno.comMonday, November 7, 11

http://www.vanno.com

http://www.vanno.com

www.nevadacomparecare.netMonday, November 7, 11

http://www.nevadacomparecare.net


SALE

PROMISEVALUES

BRAND

SERVICE

CLIENT



sonofgeektalk.wordpress.com/amex_loveMonday, November 7, 11



www.fuh2.comMonday, November 7, 11



MediaNew


Nobody reads blogs!


Who is Mark Russinovich?


31/10/2005


16/11/2005


Who’d trust a blog?


Original article posted @4:38AM


Error 3 corrected @5:01AM


Error 1 corrected (2x) @5:22AM


Error 2 corrected @5:24AM


Putting Social Media to work


| 05/09/11

Methodology

Sponsored by my Client

5

3

1 2

4


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Outside

Aware

Engaged

Time

Marke)n

g,Va

lue

The community lifecycle


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Awareness generators

Paid

Organic

Conversa/on

Offline

relevantcontent

precisemapping

marke4ng2mixintegra4on

keyword2adver4sing


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Engagement generators

Entertainment

Value

Learn/TeachConnec/on

Status

a2great2deal

informa4on2/2knowledge2exchange

all2my2friendsare2here2>2peer2group2

pressure

this2is2fun

human2rela4onship2

between2people2and2orgs


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Outside

Aware

Engaged

Time

Marke)n

g,Va

lue

Communities in B2B

Lead


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Methodology > Insight

Sponsored by my Client

5

3

1 2

4


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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


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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


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Reminds you of something ?

A. Scenario

B. Solution

C. Benchmark

Leads

Opportunities

Quotes

Customers


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 !



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Welcome to WidgetWorld!The community of Widget lovers








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Connecting with the right audiences

.

.‘.

.


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Connecting the community to the sales funnel

Leads

Opportunities

Quotes

Customers


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Examples of good “sieves”

• Polls

• Surveys

• Thematic newsletter

• Premium content (abstracted in public section)

• Value offers:

• Free consultancy

• Self-test questionnaires

• Assessment workshops

• ...


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


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


WHAT DO YOU NEED?

for ASSET DEVELOPMENT

• Knowledge and technical understanding

• Project management• Visual creativity


WHAT DO YOU NEED?

• Understand the inherent conversational nature of social interactions

for OUTREACH/ENGAGE

• Understand the Target audience value system


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


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


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)-?


The-real,-complete-

“onion”-is-over-200-words-or-expressions


How-do-we-use-the-onion?

Contentchannels

Keywordsto-buy


OnionNtoNchannels


OnionNtoNchannels


Mul(centrum

Supradyn

Spontaneous-brand-associa&on


Onion

NtoNAdW

ords


Up-toEUR-2.00

CPC

Onion

NtoNAdW

ords


Up-toEUR-2.00

CPC

AvgEUR-0.17

CPC

Onion

NtoNAdW

ords


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-!!!!


The Challenge of Relevance

the questions!come... ready or not, here


CSM presentation for University lectures

Business

future of widgets

hitchhikerfavorite widgets

steve jobs

kevin kelly

stephen hawking

picturesyour dream widgetof

instant poll

community lifecycle