CSM presentation for University lectures

The Challenge of
Relevance
ready or not, here it comes...

Gianni Catalfamo
European Director, Digital & Social Media

Monday, November 7, 11

WHAT IS

the Internet’
Killer Application
?


PEOPLE ARE

the Internet’
Killer Application
!


CONSUMERS
INVESTORS REGULATORS
BRAND

SOCIETY EMPLOYEES

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)

www.glassdoor.com

www.vanno.com

www.nevadacomparecare.net

SERVICE
BRAND SALE
CLIENT

VALUES PROMISE

sonofgeektalk.wordpress.com/amex_love

www.fuh2.com

New Media

Nobody reads blogs!


Who is Mark
Russinovich?

31/10/2005


16/11/2005


Who’d trust a blog?


Original article posted @4:38AM


Error 3 corrected @5:01AM


Error 1 corrected (2x) @5:22AM


Error 2 corrected @5:24AM


Putting Social
Media to work


Methodology

5

Sponsored
by my
Client

4

2
1

3

| 05/09/11


The community lifecycle
Marke)ng,Value

Engaged

Aware

Outside Time

| 05/09/11


Awareness generators

keyword2
adver4sing

Paid
relevant
content

Organic
Oﬄine

marke4ng2mix
integra4on Conversa/on

precise
mapping

| 05/09/11


Engagement generators

this2is2fun

a2great2deal
Entertainment

Value
all2my2friends
are2here2>2peer2group2
pressure Status

Learn/Teach
Connec/on

informa4on2/2
human2 knowledge2
rela4onship2 exchange
between2people2
and2orgs

| 05/09/11


| 05/09/11


Communities in B2B
Marke)ng,Value

Lead

Engaged

Aware

Outside Time

| 05/09/11


Methodology > Insight

5

Sponsored
by my
Client

4

2
1

3

| 05/09/11


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.

| 05/09/11


Matching responses to needs

respond

respond

respond

respond

| 05/09/11


Reminds you of something ?

| 05/09/11


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 !

| 05/09/11


Connecting with the right audiences

| 05/09/11


Connecting the community to the sales funnel

| 05/09/11


Examples of good “sieves”

• Polls
• Surveys
• Thematic newsletter
• Premium content (abstracted in public section)
• Value offers:
• Free consultancy
• Self-test questionnaires
• Assessment workshops
• ...

| 05/09/11


WHAT DO YOU NEED?

KEY BLOCKS OF A D&SM CAMPAIGN

WHAT DO YOU NEED?

for INSIGHT

• Profound understanding of the Client’s market
• Ability to “see” associations between concepts or
ideas


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 time


WHAT DO YOU NEED?

for ASSET DEVELOPMENT

• Knowledge and technical understanding
• Visual creativity
• Project management


WHAT DO YOU NEED?

for OUTREACH/ENGAGE

• Understand the inherent conversational nature of
social interactions
• Understand the Target audience value system


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 parties


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


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)-?


The-real,-
complete-
“onion”-is-over-
200-words-or-
expressions


How-do-we-use-the-onion?

Content Keywords
channels to-buy


OnionNtoNchannels


Supradyn

Mul(
centrum

Spontaneous-brand-
associa&on

OnionNtoNAdWords

OnionNtoNAdWords
Up-to
EUR-2.00
CPC


Avg
EUR-0.17

OnionNtoNAdWords
CPC

Up-to
EUR-2.00
CPC


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-!!!!


The Challenge of
Relevance
ready or not, here come... the questions!


CSM presentation for University lectures

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