I gave this presentation at Media Hungary 2013 in Siofok on May 14th. What does it mean to be “relevant”? We all have our own interpretations. Media landscape has changed and with it our social behavior and perceptions of relevance. This presentation discusses “The New Relevant” and presents a few case studies. Special credits and thanks to: www.Wefilm.nl www.RTL.nl www.C2B.nu www.Froot.nl www.WEBclusive.nl www.klm.nl www.DeCorrespondent.nl www.lays.nl ------ Summary --------------------------------------------------------------------------------------- As a company or brand, what do you do to be successful online? SEO, SEA. apps, mobile websites, games. FB likes, and Twitter follower etc etc...? Your audience doesn’t want channels, apps and websites, they want answers, they want service... All communication will be irrelevant if there is no purpose. Being "relevant" is more than just broadcasting information, it's about the ability to learn and the agility to adapt! See the (R)Elephant!

1. Sirous Kavehercy |@TripylonMedia |+31626111126
relevant.
the new
Media Hungary 2013, Siófok

5. Source: Edelman Berland/Adobe Oct 2012

6. BRAND RELEVANCE
. PERCEIVED NEED, DESIRE
. VISIBILITY
COMPETITION
NOT
CONSIDERED
David Aaker

7. . DIFFERENTIATION
. PAST EXPERIENCE
BRAND PREFERENCE
David Aaker
COMPETITION
NOT
PREFERRED

8. “You Press The Button, We Do The Rest.”
1886 1st Consumer Camera
1889 1st Flexible Transparent Film
1975 1st Digital Camera
1986 1st Megapixel Sensor
1993 1st Consumer Digital Camera
2005 1st in U.S. Digital Camera Sales
Filed For Bankruptcy, January 2012
George Eastman, 1888
“Kodak Moment”

11. Perception Change
iPhone No Longer Cool
iPhone For Old People
Samsung 30% vs. 19% iPhone
Worldwide Smartphone Market Share

12. staying relevant.
. LEARN
. SPEED
. REACH
. CROWD

14. CROWDFUNDED JOURNALISM

15. De Correspondent
FOCUS ON CONTEXT NOT “NEWS”
NO ADVERTISING
BASED ON JOURNALISM IDEALS
NO POLITICAL BIAS
DIGITAL
GOAL TO REACH
15,000 SUBSCRIBERS @ € 60
NO TARGET GROUPS

16. 24 HOURS:
7,000 SUBS
8 DAYS:
15,000 SUBS & € 1.3 MILLLION
30 DAYS:
18,917 SUBS

17. “IF YOU ARE ON THE RIGHT TRACK, YOU’LL
GET RUN OVER IF YOU JUST SIT THERE.”
Will Rodgers
2. SPEED

18. 2010 Ash Clouds
CRISIS
OPPORTUNITY

19. KLM INTRODUCES SOCIAL SEATING
http://youtu.be/eL2lWn7oup4

20. KLM TO LAUNCH AN ONLINE GAME
http://youtu.be/eZiPI2Tl1P4

21. KLM ON SOCIAL MEDIA
460,000 TWITTER FANS (GLOBAL ACCOUNT)
3,5 MILLION FACEBOOK FANS
170,000 ENGAGED FACEBOOK FANS

22. 3. REACH

24. The Voice Of Holland

25. The Voice Of Holland
270,000 UNQ BROWSERS/WK 6 PAGEVIEWS
3,5 MILLION TV VIEWERS
13,8 MILLION VIDEOVIEWS
7,300 AVG LIVE STREAMS
520,000 APP DOWNLOADS
140,000 iTunes DOWNLOADS

26. The Voice Of Holland
1,9 MILLION VIEWERS ON SECOND SCREEN
40% WEBSITE VIEWS VIA MOBILE
7 SONGS ON iTunes TOP 10 DURING FINALS

27. NIVEA VIRAL VIDEO MARKETING GERMANY
http://www.wefilm.nl/#/project/nivea-stresstest

28. NIVEA VIRAL VIDEO MARKETING GERMANY
7,000,000 YOUTUBE VIEWS
18,000 SHARES
340,000 VIEWS ‘THE MAKING OF’

29. ONLINE PUBLISHER

30. 3,500,000 PAGEVIEWS PER MONTH
1,000,000 VISITORS PER MONTH
31,000 FACEBOOK FANS
30,000 TWITTER FOLLOWERS
55% TO 45% RATIO MEN TO WOMEN

31. CAMERA LAUNCH CAMPAIGN

32. 30,000 UNIQUE CLICK-THROUGHS
2,000,000 PAGEVIEWS
CAMERA LAUNCH CAMPAIGN
7 PRO PHOTOGRAPHERS

33. GLOBAL BRAIN
4. CROWD

34. CITIZEN INITIATIVE, BRIDGE IN R’DAM

35. GIFF GAFF, MOBILE PERATOR IN UK

36. GIFF GAFF, MOBILE PERATOR IN UK

37. LAY’S CHIPS MAKE THE TASTE COMPETITION NL

38. LAY’S CHIPS MAKE THE TASTE COMPETITION NL
700,000 SUBMISSIONS
5,800,000 BATTLES
300,000 PARTICIPANTS

39. BEST WEBSITE OF THE YEAR 2012
(online publishing)
BEST MARKETING BOOK OF 2011
(crowdsourcing)
ACCENTURE INNOVATION AWARD 2012
(crowdfunding)
4 CANNES LION AWARDS, GOLD
SPINAWARDS 2013 (online video)
BEST TV PROGRAM OF THE YEAR 2012
BEST INTERACTIVE WEBSITE 2013

40. one thing.
more

41. You Do Not Merely Want
To Be Considered Just
The Best Of The Best
You Want To Be
Considered The Only
Ones Who Do What You
Do!
Jerry Garcia, The Greatful Death
Photo: Baron Wolman

42. thanks and credits to.
http://www.trendwatching.com/trends/customer-made.htm
http://www.fotobaron.com/print/69346-7/
http://www.c2b-consultancy.nl/
http://www.wefilm.nl/
http://www.wayneparkerkent.com/
http://giffgaff.com/
http://www.froot.nl/
http://www.lays.nl/
http://www.webclusive.nl/
http://www.nivea.de/
http://www.thevoiceofholland.com/
http://www.rtl.nl/
http://www.klm.com/
https://decorrespondent.nl/
information used in the presentation are partially provided by partners/third-parties and copyrighted. you may use the slides as
is for reference purposes. reproduction and modification of the content & data is not allowed without prior permission.
for further info please feel free to contact info@tripylonmedia.com.
http://www.vodafone.nl
http://www.talpa.tv/
http://www.omd.com/
http://www.prophet.com/thinking/view/699-three-threats-to-brand-relevance
http://www.jonathanmacdonald.com/2013/04/de-noise-tedx-oporto.html
Sirous Kavehercy |@TripylonMedia |+31626111126Media Hungary 2013, Siófok