The Challenge of                               Relevance                             ready or not, here it comes...       ...
What we’ll cover today               • The phenomenon               • Why it matters to your Company               • How d...
Is Facebook                             big here?Thursday, October 27, 11
Thursday, October 27, 11
PEOPLE ARE.                                 WHAT IS                              THE INTERNET’                           K...
PEOPLE ARE.                               PEOPLE ARE                              THE INTERNET’                           ...
Why                      should I care?Thursday, October 27, 11
CONSUMERS                  CAPITAL                  MARKETS              REGULATORS                           SOCIETY   EM...
OUR RELATIONSHIP TO OUR EMPLOYEES                                        www.glassdoor.comThursday, October 27, 11
THEIR RELATIONSHIP TO OUR BRANDS                                       www.vanno.comThursday, October 27, 11
PEOPLE: THE NEXT REGULATORY AGENCY?                                          www.nevadacomparecare.netThursday, October 27...
Who’d trust a blog?Thursday, October 27, 11
Original article posted @4:38AMThursday, October 27, 11
Error 3 corrected @5:01AMThursday, October 27, 11
Error 1 corrected (2x) @5:22AMThursday, October 27, 11
Error 2 corrected @5:24AMThursday, October 27, 11
Nobody reads blogs!Thursday, October 27, 11
Who is Mark           Russinovich?Thursday, October 27, 11
31/10/2005Thursday, October 27, 11
16/11/2005Thursday, October 27, 11
Brands are love stories                Connecting people                Just do it                I’m lovin’ it           ...
About to break?Thursday, October 27, 11
Putting Social                  Media to workThursday, October 27, 11
Thursday, October 27, 11
5                                   Sponsored                                     by my                                   ...
Q WEBSITE            STAKEHOLDERS                           :                           MY                                ...
Situa&on                Vitamins:-a-popular-topic                Searching-for-“Vitamins”-yelds-hundred-of-results        ...
Our-approach             #1:-but-are-people-really-interested-in-“Vitamins”?             #2:-is-there-a-way-to-go-stealth?...
The-real,-       complete-    “onion”-is-over-     200-words-or-      expressionsThursday, October 27, 11
How-do-we-use-the-onion?Thursday, October 27, 11
How-do-we-use-the-onion?                           Content    Keywords                           channels    to-buyThursda...
OnionNtoNchannelsThursday, October 27, 11
OnionNtoNchannelsThursday, October 27, 11
Supradyn  Mul( centrum                           Spontaneous-brand-                              associa&onThursday, Octob...
Avg                           EUR-0.17                                      OnionNtoNAdWords                             C...
Metrics             700k+-unique-visitors-per-year             40%-of-visitors,-on-average-visit-8.4-pages-(&me-on-site-  ...
The Challenge of                              Relevance                  ready or not, here come...   the questions!Thursd...
2011 10 27 the challenge of relevance
2011 10 27 the challenge of relevance
Upcoming SlideShare
Loading in...5
×

2011 10 27 the challenge of relevance

468

Published on

The presentation I made at the oct. 27th event at the LUISS Business School (sorry for missing movies!)

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
468
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "2011 10 27 the challenge of relevance"

  1. 1. Thursday, October 27, 11
  2. 2. The Challenge of Relevance ready or not, here it comes... Gianni Catalfamo European Director, Digital & Social MediaThursday, October 27, 11
  3. 3. What we’ll cover today • The phenomenon • Why it matters to your Company • How do you go about this • Conclusions & further readingThursday, October 27, 11
  4. 4. Is Facebook big here?Thursday, October 27, 11
  5. 5. Thursday, October 27, 11
  6. 6. PEOPLE ARE. WHAT IS THE INTERNET’ KILLER APPLICATION ?Thursday, October 27, 11
  7. 7. PEOPLE ARE. PEOPLE ARE THE INTERNET’ KILLER APPLICATION !Thursday, October 27, 11
  8. 8. Why should I care?Thursday, October 27, 11
  9. 9. CONSUMERS CAPITAL MARKETS REGULATORS SOCIETY EMPLOYEESThursday, October 27, 11
  10. 10. OUR RELATIONSHIP TO OUR EMPLOYEES www.glassdoor.comThursday, October 27, 11
  11. 11. THEIR RELATIONSHIP TO OUR BRANDS www.vanno.comThursday, October 27, 11
  12. 12. PEOPLE: THE NEXT REGULATORY AGENCY? www.nevadacomparecare.netThursday, October 27, 11
  13. 13. Who’d trust a blog?Thursday, October 27, 11
  14. 14. Original article posted @4:38AMThursday, October 27, 11
  15. 15. Error 3 corrected @5:01AMThursday, October 27, 11
  16. 16. Error 1 corrected (2x) @5:22AMThursday, October 27, 11
  17. 17. Error 2 corrected @5:24AMThursday, October 27, 11
  18. 18. Nobody reads blogs!Thursday, October 27, 11
  19. 19. Who is Mark Russinovich?Thursday, October 27, 11
  20. 20. 31/10/2005Thursday, October 27, 11
  21. 21. 16/11/2005Thursday, October 27, 11
  22. 22. Brands are love stories Connecting people Just do it I’m lovin’ it Enjoy! One like no-one MagicThursday, October 27, 11
  23. 23. About to break?Thursday, October 27, 11
  24. 24. Putting Social Media to workThursday, October 27, 11
  25. 25. Thursday, October 27, 11
  26. 26. Thursday, October 27, 11
  27. 27. 5 Sponsored by my Client 4 2 1 3 | 05/09/11Thursday, October 27, 11
  28. 28. Q WEBSITE STAKEHOLDERS : MY DOES NOT APPEAL TO THE NEWEST CROP OFThursday, October 27, 11
  29. 29. 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-edgeThursday, October 27, 11
  30. 30. 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
  31. 31. The-real,- complete- “onion”-is-over- 200-words-or- expressionsThursday, October 27, 11
  32. 32. How-do-we-use-the-onion?Thursday, October 27, 11
  33. 33. How-do-we-use-the-onion? Content Keywords channels to-buyThursday, October 27, 11
  34. 34. OnionNtoNchannelsThursday, October 27, 11
  35. 35. OnionNtoNchannelsThursday, October 27, 11
  36. 36. Supradyn Mul( centrum Spontaneous-brand- associa&onThursday, October 27, 11
  37. 37. Avg EUR-0.17 OnionNtoNAdWords CPC Up-to EUR-2.00 CPCThursday, October 27, 11
  38. 38. 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
  39. 39. The Challenge of Relevance ready or not, here come... the questions!Thursday, October 27, 11

×