2011 10 27 the challenge of relevance
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Transcript of 2011 10 27 the challenge of relevance
Thursday, October 27, 11
The Challenge of Relevance
ready or not, here it comes...
Gianni CatalfamoEuropean Director, Digital & Social Media
Thursday, October 27, 11
What we’ll cover today
• The phenomenon
• Why it matters to your Company
• How do you go about this
• Conclusions & further reading
Thursday, October 27, 11
Is Facebookbig here?
Thursday, October 27, 11
Thursday, October 27, 11
THE INTERNET’KILLER APPLICATION
WHAT IS
PEOPLE ARE.
?
Thursday, October 27, 11
THE INTERNET’KILLER APPLICATION
PEOPLE ARE
PEOPLE ARE.
!
Thursday, October 27, 11
Whyshould I care?
Thursday, October 27, 11
REGULATORS
EMPLOYEESSOCIETY
CAPITAL MARKETS
CONSUMERS
Thursday, October 27, 11
OUR
RELA
TIONS
HIP T
O OU
R EMP
LOYE
ES
www.glassdoor.comThursday, October 27, 11
THEIR
REL
ATIO
NSHI
P TO
OUR B
RAND
S
www.vanno.comThursday, October 27, 11
www.nevadacomparecare.netPEOP
LE: TH
E NEX
T REG
ULAT
ORY A
GENC
Y?
Thursday, October 27, 11
Who’d trust a blog?
Thursday, October 27, 11
Original article posted @4:38AM
Thursday, October 27, 11
Error 3 corrected @5:01AM
Thursday, October 27, 11
Error 1 corrected (2x) @5:22AM
Thursday, October 27, 11
Error 2 corrected @5:24AM
Thursday, October 27, 11
Nobody reads blogs!
Thursday, October 27, 11
Who is Mark Russinovich?
Thursday, October 27, 11
31/10/2005
Thursday, October 27, 11
16/11/2005
Thursday, October 27, 11
Brands are love storiesConnecting people
Just do it
I’m lovin’ it
Enjoy!
One like no-one
Magic
Thursday, October 27, 11
About to break?Thursday, October 27, 11
Putting Social Media to work
Thursday, October 27, 11
Thursday, October 27, 11
Thursday, October 27, 11
| 05/09/11
Sponsored by my Client
5
3
1 2
4
Thursday, October 27, 11
:MY WEBSITEDOES NOT
APPEAL TO THENEWESTCROP OF
HOLDERSSTAKE
QThursday, October 27, 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
Thursday, October 27, 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)-?
Thursday, October 27, 11
The-real,-complete-
“onion”-is-over-200-words-or-expressions
Thursday, October 27, 11
How-do-we-use-the-onion?
Thursday, October 27, 11
How-do-we-use-the-onion?
Contentchannels
Keywordsto-buy
Thursday, October 27, 11
OnionNtoNchannels
Thursday, October 27, 11
OnionNtoNchannels
Thursday, October 27, 11
Mul(centrum
Supradyn
Spontaneous-brand-associa&on
Thursday, October 27, 11
Up-toEUR-2.00
CPC
AvgEUR-0.17
CPC
Onion
NtoNAdW
ords
Thursday, October 27, 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-!!!!
Thursday, October 27, 11
The Challenge of Relevance
the questions!come... ready or not, here
Thursday, October 27, 11