The document discusses the evolution of online information discovery and relevance over time. It covers the transition from the search-dominated web to personalized recommendations and serendipity based on social media and user context. The document then provides three rules for creating relevant content: 1) be short and quick using snackable videos between 3-15 seconds; 2) craft stories by reacting to trending topics and events through reactvertising; and 3) use multi-screen experiences across devices to tell a single story. Examples are provided for each rule to illustrate successful social media campaigns.

1. 1
THE AGE OF RELEVANCE

2. Online information
discovery has evolved
over time

3. The Search
dominated web

4. Web 2.0 with
Social Bookmarking

5. Personalized
Recommendations

6. Personalized
Serendipity

7. evolving to context-driven reputation systems and algorithms
Social media lost its obsession with follower numbers and traffic

8. The battle against information overload is sometimes
presented as a choice
Relevance & Popularity
Relevance is very dynamic – it depends on the needs of a
person at a specific point in time.

9. How to craft relevant stories?

10. Scenario Planning is
like waging a war
Crafting all
possible outcomes

11. How is it applied in social?

12. Opportunistic
Big event (external
or brand events)
where the content
about that big event
is known.
Topics/events
/things that are
bound to happen or
are most likely to
happen.
Everyday trends
that come and go
within hours or
may last for days.
Unpredictable micro-
events or
coincidences that are
happening during a
big specific event.
PROACTIVE
Planned
Every-DayREACTIVE
Watchlist
War Room
Content Calendar
Agile Process
Spark Ingenuity

13. THE ART OF RELEVANCE

14. ART OF RELEVANCE
RULES OF ENGAGEMENT
BE SHORT &
QUICK
Key Elements Success Factors Key Trends
• Fun & Entertaining
• Informational
• Inspirational
• Relevant
• Motivational Fit
• Monetary Reward
• Right Channel Selection
• Right Technology
• Deliver message in the
right way
• Enhance amplification
Multi screens for single story
Snackable Videos
Reactvertising
CRAFT
STORIES
ADEQUATE
TECH

15. ART OF RELEVANCE
RULE #1: BE SHORT AND QUICK

16. Creativity, hyper-lapse and infinite playing; these are characteristics blended into short videos loved by
the online audience.
3 to 15 second video snippets have become the key platform for relevance
Teach & Invite
the Crowd
GE – #6secondscience
Embrace
the Medium
Samsung Mobile – Unboxing
Snackable Video
Infinite
Entertainment
Nike Football (Soccer)

17. General Electrics 6-Second Science Fair
What is it?
• General Electrics hosted the first science fair held on Vine
that made science look fun
How does it work?
• GE created creative and visually interesting science related
videos in series
• The audience were invited to submit their own science Vine
and share it on Twitter with the hashtag #6secondscience.
Vine celebrities, such as Rudy Mancuso, Jordan Burt and
Jethro Ames were invited as well.
• Selective videos were shared and retweeted by GE and
curated on GE’s 6second science Tumblr
Snackable Video

18. Samsung Mobile US
Snackable Video
What is it?
• But for the Galaxy S6 and Galaxy S6 edge, how can we do
entertaining professional versions of the typically amateurish
unboxing film.
How does it work?
• Unboxing videos are a pretty big deal these days, largely
because they're seen as more "honest" than commercial brand
videos, with real people unpacking their shiny new gadgets
from their packaging and taking them for a spin.
S6 Unboxing

19. Nike Football #RISKEVERYTHING & #MAGISTA
What is it?
• World-class soccer players showing soccer movements
that “never end”
How does it work?
• Word-class soccer players, such as Andrés Iniesta,
Neymar Júnior, Sean Garnier, Mario Goete, etc. showed
their soccer movements wearing Nike soccer boots with a
Nike soccer ball
• The movements were coordinated to loop infinitely
Neymar Jr. has been waiting for this
moment forever. #riskeverything
Iniesta could do this all day.
#Magista
#Magista is doing what others
can’t. Can you top Séan Garnier’s
skills? Tag your Vines with
#riskeverything
Think you've seen every move?
Mario Goetze disagrees. #Magista
Snackable Video

20. New media generates new scheme of contents and new way of communication
Understand unique characteristics of media and create contents that
consumers react to
Don’t just ask people to like your content; let them to create one for you
Snackable Video
Implications

21. ART OF RELEVANCE
RULE#2: CRAFTING STORIES

22. Reactvertising
Response KitKat - We#Break
Coined by John St. Toronto for conducting a parodic campaign combining real time marketing and
hashtag hijacking on viral issues both online and offline
Dialogue
Mobily Marzouq
Arby’s - Can we have our hat back?

23. KitKat We #Break
What is it?
• When iPhones went through the #bendgate issue, multiple brands
reacted to it with wit and creative content. KitKat was one of them to
bring out their trait of “breaking”
How does it work?
• The well-timed and relevant Tweet had the copy “We don’t bend, we
#break” and thus cleverly talked about both its product trait and
made it relevant to the bendgate issue
• Moreover, the simple image and copy made it shareable and
entertaining for Twitter users
Reactvertising

24. Mobily MARZOUQ
What is it?
• When Mobily revamped its loyalty program Neqaty, they needed to
let subscribers know about the benefits
• Saudis interact with their favourite celebrities on Twitter, where
Mobily took the opportunity to create one
How does it work?
• Marzouq was created. An actual customer service rep whereby
Mobily applied a strategy to develop his charm and turn him into a
twitter celebrity.
• Marzouq doesn't just have answers about Mobily, but was able to
respond to just about any query no matter how bizarre or off the
well
Reactvertising

25. Arby’s Can we have our hat back?
What is it?
• When Pharrell Williams appeared on TV with his “Mountain hat”
that became famous/infamous, Arby’s reacted to it requesting it to
be returned to Arby’s
How does it work?
• When Pharrell Williams wore a Vivienne Westwood
hat that very closely resembled the Arby’s logo, Arby’s uploaded a
Tweet asking for it to be returned.
• Not only did Pharrell sell the hat “back” to Arby’s through an
auction for $44,100 but donate the money to charity that helps
children learn through technology and arts
Reactvertising

26. Use the Right Issues, Be in the Right Conversations, Be Relevant
Be Ready, Make the Process Work
Implications
Reactvertising

27. ART OF RELEVANCE
RULE #3: MULTI-SCREEN FOR A SINGLE STORY

28. Multi-Screen for a Single-Story
Campaigns are using multi-devices as a crucial part of completing a user experience built on a single
message.
Multi-Devices
to Interact
ING Direct – Moon, A Story You Can Turn Around
Single Content
via Multiple
Device
Norton – Enjoy Your Privacy

29. Multi-Screen for a Single-Story
What is it?
• “Moon” is a story you can “turn” whenever you
want, literally.
How does it work?
• A website shows an animation describing the
gloomy life of a child who has no access to
education.
• If you “turn” your mobile device 180 degrees, the
child’s life in the website is also “turned” into a
happier alternative life if he had access to
education.
• The website aims to deliver a message that a
life can be turned around through donating
to UNICEF.
Moon, A Story You Can Turn Around ING DIRECT

30. Multi-Screen for a Single-Story
What is it?
• Enjoy Your Privacy is a virtual hack into your
phone that prevents a real one.
• Norton created a multi-screen story to shatter
people’s apathy and dramatize the risks of not
protecting the information stored on mobile
devices.
How does it work?
• Not only were the 7 characters’ stories displayed
on the monitor, their personal device
information – photos, texts, passwords –
could be hacked via user’s mobile device.
Enjoy Your Privacy Norton

31. Multi-Screen for a Single-Story
Implications
Different Device for Differentiated Usage
Different Media for Differentiated Content

32. THANK YOU