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