Hello, I start this blog by sharing one of the first presentation I have done when I came here in Switzerland. Firstly, what it is about? Online Research.
If you listen to everything you listen to nothing
Thanks to a project done for Novartis in 2008, I developed a methodology to listen to the web. Problem is, when you need to scale up, you need to a scrawler. This is where I have met LinkFluence. A team able to listen to the web in multi-languages, which is exactly what I needed to ensure a good start for the digital strategy I was working on with Generali insurances.
With this projects, I also faced a booming market of tools and agencies positioning themselves on the topic. The link economy is still what it was 15 years ago, and the experience at Linkfluence took over the new players in the market. My goal with the presentation was to present all the process from asking yourself the right questions, finding a partner, and collecting data to define or adjust your strategy. In our case, Generali Switzerland wanted to go online, especially on social media. What angles to take? What content strategy to adopt? Where to go? Are you going online to talk positively about insurances? Let’s be honest. This is tricky even for big companies to know how to approach this. Fortunately, listening to the web is like being a fly on the wall. You just listen to potential customers and you know what to bring them on their table. In our case, Facebook presented the biggest reach, but we didn’t wanted to go as a company selling insurances. We prepared a series of articles, posts and contests going around the sport Generali was sponsoring. By creating contests, we mechanically activated the community to come and visit the page, and then to hook the audience with interesting articles around sailing, tennis and more.
I invite to read the presentation and please feel free to shout on the comments section here.