CSM presentation for University lectures

The Challenge of Relevance ready or not, here it comes... Gianni Catalfamo European Director, Digital & Social MediaMonday, November 7, 11

Monday, November 7, 11

WHAT IS the Internet’ Killer Application ?Monday, November 7, 11

PEOPLE ARE the Internet’ Killer Application !Monday, November 7, 11

CONSUMERS INVESTORS REGULATORS BRAND SOCIETY EMPLOYEESMonday, November 7, 11

100% 95% 97.3% 90% 85% 94% 1st weekend 80% Tweet rate 2nd weekend n° of theaters Tweet rate positive/negative Twitter buzz predicts n° of theaters box-ofﬁce revenues Source: Sitaram Asur, Bernardo Huberman (HP Labs)Monday, November 7, 11

www.glassdoor.comMonday, November 7, 11

www.vanno.comMonday, November 7, 11

www.nevadacomparecare.netMonday, November 7, 11

SERVICE BRAND SALE CLIENT VALUES PROMISEMonday, November 7, 11

Monday, November 7, 11

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

www.fuh2.comMonday, November 7, 11

New MediaMonday, November 7, 11

Nobody reads blogs!Monday, November 7, 11

Who is Mark Russinovich?Monday, November 7, 11

31/10/2005Monday, November 7, 11

16/11/2005Monday, November 7, 11

Who’d trust a blog?Monday, November 7, 11

Original article posted @4:38AMMonday, November 7, 11

Error 3 corrected @5:01AMMonday, November 7, 11

Error 1 corrected (2x) @5:22AMMonday, November 7, 11

Error 2 corrected @5:24AMMonday, November 7, 11

Putting Social Media to workMonday, November 7, 11

Methodology 5 Sponsored by my Client 4 2 1 3 | 05/09/11Monday, November 7, 11

The community lifecycle Marke)ng,Value Engaged Aware Outside Time | 05/09/11Monday, November 7, 11

Awareness generators keyword2 adver4sing Paid relevant content Organic Oﬄine marke4ng2mix integra4on Conversa/on precise mapping | 05/09/11Monday, November 7, 11

Engagement generators this2is2fun a2great2deal Entertainment Value all2my2friends are2here2>2peer2group2 pressure Status Learn/Teach Connec/on informa4on2/2 human2 knowledge2 rela4onship2 exchange between2people2 and2orgs | 05/09/11Monday, November 7, 11

| 05/09/11Monday, November 7, 11

Communities in B2B Marke)ng,Value Lead Engaged Aware Outside Time | 05/09/11Monday, November 7, 11

Methodology > Insight 5 Sponsored by my Client 4 2 1 3 | 05/09/11Monday, November 7, 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. | 05/09/11Monday, November 7, 11

Matching responses to needs respond respond respond respond | 05/09/11Monday, November 7, 11

Reminds you of something ? | 05/09/11Monday, November 7, 11

Welcome to WidgetWorld! The community of Widget lovers Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets ! Widgets in action: pictures Your dream widget of our members using their Fill in our instant poll and win “The hitchhiker favorite widgets. guide to widgets” by D.Adams Add yours ! | 05/09/11Monday, November 7, 11

Connecting with the right audiences | 05/09/11Monday, November 7, 11

Connecting the community to the sales funnel | 05/09/11Monday, November 7, 11

Examples of good “sieves” • Polls • Surveys • Thematic newsletter • Premium content (abstracted in public section) • Value offers: • Free consultancy • Self-test questionnaires • Assessment workshops • ... | 05/09/11Monday, November 7, 11

WHAT DO YOU NEED? KEY BLOCKS OF A D&SM CAMPAIGNMonday, November 7, 11

WHAT DO YOU NEED? for INSIGHT • Profound understanding of the Client’s market • Ability to “see” associations between concepts or ideasMonday, November 7, 11

WHAT DO YOU NEED? for THE “RIGHT” CONTENT • Bridging between Client messages and Target audience expressed needs • A process to deliver content of good quality, on time, every timeMonday, November 7, 11

WHAT DO YOU NEED? for ASSET DEVELOPMENT • Knowledge and technical understanding • Visual creativity • Project managementMonday, November 7, 11

WHAT DO YOU NEED? for OUTREACH/ENGAGE • Understand the inherent conversational nature of social interactions • Understand the Target audience value systemMonday, November 7, 11

WHAT DO YOU NEED? for COMMUNITY BUILDING • Willingness to develop and nurture long-term two- way relationships • Clear focus to keep the discussion on theme and valuable for all partiesMonday, 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-edgeMonday, 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- expressionsMonday, November 7, 11

How-do-we-use-the-onion? Content Keywords channels to-buyMonday, November 7, 11

OnionNtoNchannelsMonday, November 7, 11

Supradyn Mul( centrum Spontaneous-brand- associa&onMonday, November 7, 11

OnionNtoNAdWordsMonday, November 7, 11

OnionNtoNAdWords Up-to EUR-2.00 CPCMonday, November 7, 11

Avg EUR-0.17 OnionNtoNAdWords CPC Up-to EUR-2.00 CPCMonday, 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 ready or not, here come... the questions!Monday, November 7, 11

http://lanyrd.com	253
http://sonofgeektalk.wordpress.com	67
http://www.linkedin.com	4
https://twimg0-a.akamaihd.net	1

CSM presentation for University lectures

by Gianni Catalfamo

Accessibility

Categories

Upload Details

Usage Rights

4 Embeds 325

Statistics