
THE MOST INFLUENTIAL FORMULA OF OUR TIMES?

1-d PR(pj)
PR(pi) = n + d ∑
p ∈ M(p )
j i
L(pj)

NO, IT‘S THIS ONE: GOOGLE‘S PAGERANK...

GOOGLE SITES ACCOUNT FOR TWO-THIRDS OF
113 BILLION SEARCHES CONDUCTED WORLDWIDE
EVERY MONTH.
PAGERANK, GOOGLE‘S SEARCH ALGORITHM,
BECOMES ESSENTIAL IN REALITY SHAPING.
IT IS BASED ON A LINK ANALYSIS THAT ORDERS ITS
RESULTS BY HOW OFTEN A SITE IS LINKED.
THIS LEADS TO A MATTHEW EFFECT: A SOCIOLOGICAL
PHENOMENON WHERE "THE RICH GET RICHER AND
THE POOR GET POORER".
THE TERM MATTHEW EFFECT (OR "ACCUMULATED ADVANTAGE") WAS FIRST COINED BY SOCIOLOGIST
ROBERT K. MERTON IN 1968 TAKES ITS NAME FROM A LINE IN THE BIBLICAL GOSPEL OF MATTHEW.

HTTP://WWW.COMSCORE.COM/PRESS_EVENTS/PRESS_RELEASES/2010/1/GLOBAL_SEARCH_MARKET_GROWS_46_PERCENT_IN_2009

HTTP://WWW.IBIBLIO.ORG/WM/PAINT/AUTH/CARAVAGGIO/MATTHEW.JPG

FOR TO ALL THOSE WHO
HAVE, MORE WILL BE GIVEN,
AND THEY WILL HAVE AN
ABUNDANCE; BUT FROM
THOSE WHO HAVE NOTHING,
EVEN WHAT THEY HAVE WILL
BE TAKEN AWAY. MATTHEW 25,29

HTTP://WWW.CAIDA.ORG/FUNDING/CYBERSECURITY/A-ROOT-RTT-01.PNG

THANKS TO THE MATTHEW EFFECT THE ALREADY
FAMOUS BECOME MORE & MORE FAMOUS, THE
OFTEN QUOTED GET MORE & MORE QUOTED...
HONORS GO OVERPROPORTIONALLY TO THE
ALREADY HONORED AND LEADERS STAY WHAT
THEY ALREADY ARE: LEADERS.

THIS MEANS THAT THOSE WHO ALREADY POSSESS
ECONOMIC POWER AND SOCIAL CAPITAL WILL
AUTOMATICALLY GAIN MORE POWER OR CAPITAL –
JUST BY BEING LINKED AND LINKED AND LINKED...

NO MATTER HOW GREAT
NO MATTER HOW SEA Y OUR CONTENT IS,
RCH ENGINE OPTIMISE
PAGE IS, IF YOU DON’T H
AVE INBOUND LINKS, YOD YOUR
NEXT TO NOWHERE IN TH U’RE USUALLY
BECAUSE A COMPETIT E GOOGLE SERPS – PRO
OR HAS GOT IN THERE BABLY
GENERATED SOME CO
NTENT AND LINKS BEF FIRST AND
SHAUN ANDERSON (HOB
O) ORE YOU.

WWW.FLICKR.COM/PHOTOS/COOKIECROOK/2979038436
HTTP://WWW.HOBO-WEB.CO.UK/SEO-BLOG/INDEX.PHP/THE-PERFECT-LINK-STRATEGY-IN-SEO-MIX-IT-UP/

HTTP://CHRISTOPHERBAKER.NET/PROJECTS/MYMAP/

KNOWING THIS, THE AIM OF A MODERN MARKETER
SHOULD BE: GETTING LINKED (THE MORE THE BETTER).
GETTING LINKED IS THE VERY SIMPLE CONCEPT
OF HAVING OTHER WEB SITES LINK TO YOURS.

BUT WHAT EXACTLY IS A LINK?
IN COMPUTING, A HYPERLINK (OR LINK) IS A REFERENCE TO A DOCUMENT THAT THE READER
CAN DIRECTLY FOLLOW, OR THAT IS FOLLOWED AUTOMATICALLY. A LINK HAS TWO ENDS,
CALLED ANCHORS, AND A DIRECTION. THE LINK STARTS AT THE SOURCE ANCHOR AND
POINTS TO THE DESTINATION ANCHOR.
A LINK FROM ONE DOMAIN TO ANOTHER IS SAID TO BE OUTBOUND FROM ITS SOURCE
ANCHOR AND INBOUND TO ITS TARGET. THE MOST COMMON DESTINATION ANCHOR IS A
URL USED IN THE WORLD WIDE WEB. THIS CAN REFER TO A DOCUMENT, E.G. A WEBPAGE,
OR OTHER RESOURCE, OR TO A POSITION IN A WEBPAGE.
TIM BERNERS-LEE SAW THE POSSIBILITY OF USING HYPERLINKS TO LINK ANY UNIT OF
INFORMATION TO ANY OTHER UNIT OF INFORMATION OVER THE INTERNET. HYPERLINKS WERE
THEREFORE INTEGRAL TO THE CREATION OF THE WORLD WIDE WEB.
FROM WIKIPEDIA, THE FREE ENCYCLOPEDIA

WALLPAPER-S.ORG/12__SUPERMASSIVE_BLACK_HOLE.HTM

GOOGLE INTERPRETS A LINK FROM PAGE A TO
PAGE B AS A VOTE, BY PAGE A, FOR PAGE B.
BUT, GOOGLE LOOKS AT MORE THAN THE SHEER
VOLUME OF VOTES, OR LINKS A PAGE RECEIVES; IT
ALSO ANALYZES THE PAGE THAT CASTS THE VOTE.
VOTES CAST BY PAGES THAT ARE THEMSELVES
"IMPORTANT" WEIGH MORE HEAVILY AND HELP TO
MAKE OTHER PAGES "IMPORTANT".

HTTP://WWW.GOOGLE.COM/CORPORATE/TECH.HTML

LINKS ARE
THE NEW
CURRENCY.
WWW.FLICKR.COM/PHOTOS/PFALA/2402698820

CH
AR G
SE ND HIN
A A
E R UG ANK
AV GP LA R
H S E E ,
U D AR AG NK
YO EA U P RA
. IF SPR ) YO OW GE
NK LY 10 M L PA
RA IVE (7- O LE
N K? GE CT NK S FR OG
R A PA FFE RA K GO
H E E LIN E
GE
G
HI HAT PAG OF SIT
PA ITH E T H OT WN
SE
W R HIG L O
ES CTURY LY A UR O)
R EA AG RU VE AL YO OB
P T
I NC M S A QU SE N (H
RO ION OM K. EREA RSO
OU
F T R N E
KS IGA K F BA INC ND
Y LIN AV LIN HE TO N A
DO ET LY N T A T LP AU

H OW ( !) GND GE Y TO HE . SH
Y IE O A ILL LLY
PL FR E T W W A
M
SI INE AG THE ES NTU
Y OUENG AN LL PAG EVE
M A
WWW.FLICKR.COM/PHOTOS/WDWBARBER/3055731457
HTTP://WWW.HOBO-WEB.CO.UK/SEO-BLOG/INDEX.PHP/THE-PERFECT-LINK-STRATEGY-IN-SEO-MIX-IT-UP/

ALSO OUTBOUND LINKS ARE IMPORTANT
AS PEOPLE CAN START TO SEE YOU AS A VALUABLE
SOURCE OF INFORMATION. TWITTER, FACEBOOK,
DIGG ETC. ARE ALL BASED ON PRESENTING LINKS
TO LIKEMINDED PAGES.

USING HYPERLINKS PROPERLY IS CRUCIAL, IF YOU WANT
YOUR WEBSITE OR BLOG TO BE CONSIDERED IMPORTANT.
THE CREATIVE USE OF HYPERLINKS CAN TURN YOUR
WEBSITE OR BLOG FROM A FLAT, “JUST THE FACTS,
MA’AM” BROCHURE-TYPE SITE, INTO A RICH, VIBRANT
INFORMATIONAL PORT: A SITE THAT PEOPLE WILL
WANT TO VISIT AGAIN AND AGAIN; A PLACE THEY
WILL VISIT WHENEVER THEY WANT TO LEARN ABOUT
THE LATEST, OR THE “LAST WORD,” IN YOUR AREA
OF EXPERTISE. AND ONCE THEY CONSIDER YOUR
WEBSITE A “GO-TO PLACE,” THEY’LL CONSIDER YOU
TO BE “THE EXPERT.” JULIA SCHOPICK

WWW.FLICKR.COM/PHOTOS/LA_PETITE

WWW.FLICKR.COM/PHOTOS/SPAVAAI/2664627151

WHY IS THIS SO IMPORTANT?
BECAUSE THE WEB BECOMES MORE AND MORE SOCIAL:
A PLACE WHERE PEOPLE SPREAD AND SHARE INFORMATION.
AND THE WAY THEY ARE DOING IT IS BY EXCHANGING LINKS.

SOCIAL MEDIA IS A LINKING MACHINE.
MARKETERS SHOULD HURRY UP UNDERSTANDING SOCIAL
MEDIA AS THE FUTURE OF THEIR COMPANIES AND BRANDS.
BECAUSE THEIR FUTURE IS DEPENDING ON BEING LINKED.

TIM BERNERS LEE ON LINKED DATA AT TED:
WWW.FLICKR.COM/PHOTOS/PHOTONQUANTIQUE/3272712288

IN THE NEAR FUTURE, LINKS BECOME
PHYSICAL AND/OR EVEN MENTAL.
SOCIAL MEDIA IS JUST AN EVOLUTION STEP OF THE
INTERNET. THE FUTURE WEB WILL BE MIXED REALITY.

SOURCE: WWW.TRENDONE.DE

PICTURE: SCREENSHOT FROM MICROSOFT‘S VISION 2019 TVC

A REALITY THAT WILL BE BUILT OF
UNIMAGINABLE AMOUNTS OF DATA.
DATA THAT IS LINKED AND INTERLINKED. AND THE
MORE DATA IS LINKED TO A COMPANY OR BRAND,
THE MORE SUCCESSFUL THIS COMPANY AND
BRAND WILL BE.

COMPANIES SHOULD NOT MISS TO PARTICIPATE AND
SUCCEED IN THIS EVOLUTION STEP AS IT LAYS THE
DATA BASIS FOR THE COMING WEBS

SOURCE: WWW.TRENDONE.DE

IT‘S A SIMPLE EQUATION:
THE LINKS OF TODAY = THE SUCCESS OF TOMORROW

BIGHUGELABS.COM/ONBLACK.PHP?ID=398032677

ATTRACTING LINKS

WWW.AUGENSOUND.DE/DATA/PREVIEW/2/ANGLERFISCH_BIG.JPG

ENTER & UNDERSTAND THE WEB 2.0
COMMUNICATION ECOSYSTEM!
HTTP://WEBTREATS.MYSITEMYWAY.COM/BLACK-INK-GRUNGE-STAMP-TEXTURE-SOCIAL-MEDIA-ICONS/


EXPLORE INITIAL PLATFORMS
THAT ARE RELEVANT FOR YOUR BUSINESS CONTEXT.

CREATE TRUE VALUE
ADD USEFUL CONTENT TO THESE PLATFORMS
AND COMMUNITIES (OR LAUNCH YOUR OWN).

PICTURE: SCREENSHOT FROM WEREALLFANS.COM

IDENTIFY THE HUBS
FOR YOUR COMMUNICATION CONTEXT.

HTTP://DARMANO.TYPEPAD.COM/.A/6A00D8341BFA9853EF011570913ACD970C-500WI

WWW.FLICKR.COM/PHOTOS/KAICHANVONG/283209950
HTTP://WWW.KULISSENBLOG

6
TRY TO ATTRACT THE KEY-INFLUENCERS‘
AWARENESS FOR YOUR CONTENT

IF YOUR CONTENT IS VALUABLE
(AND WORTH THE EFFORT) THEY WILL SPREAD IT UNDER
THEIR FOLLOWERS AND FANS.

PICTURE: SCREENSHOT FROM TWITTERFOUNTAIN.COM

ENJOY GETTING LINKED...

WWW.FLICKR.COM/PHOTOS/DEXTEROUSARTISAN/2776292807

AND LINKED AND LINKED...
WWW.FLICKR.COM/PHOTOS/DEXTEROUSARTISAN/2802095056

AND FINALLY,
JOIN THE CONVERSATION
THAT EVOLVES AROUND YOUR COMPANY OR BRAND

WWW.FLICKR.COM/PHOTOS/NICOATRIDGE/417979896

"IDEAS AND PRODUCTS AND MESSAGES AND
BEHAVIORS SPREAD LIKE VIRUSES DO."
MALCOLM GLADWELL: THE TIPPING POINT

LINKS FOLLOW THE SAME PRINCIPLE.

THE THREE RULES
OF EPIDEMICS ACCORDING TO
MALCOLM GLADWELL

THE STICKINESS FACTOR
SAYS THAT MESSAGES MUST HAVE A CERTAIN CHARACTER
WHICH CAUSES THEM TO REMAIN ACTIVE IN THE RECIPIENTS'
MINDS. MOREOVER, THEY MUST BE DEEMED WORTHY OF
BEING PASSED ON.
THE POWER OF CONTEXT
IS A RULE ABOUT THE ENVIRONMENT IN WHICH A MESSAGE
SPREADS. SMALL CHANGES IN THE CONTEXT OF A MESSAGE
CAN DETERMINE WHETHER OR NOT IT TIPS.
THE LAW OF THE FEW
DESCRIBES HOW MESSAGES ARE PASSED THROUGH WORD
OF MOUTH. BASICALLY, THREE TYPES OF PEOPLE AFFECT THE
RAPID SPREAD OF MESSAGES IN NETWORKS.

THREE TYPES OF PEOPLE ARE NECESSARY TO START
A LINKING EPIDEMIC. Connectors: Folks who know lots of people who occupy many niches and subcultures.
Mavens: Collectors of information who want to be helpful, and use that information for others beneﬁt
Salesmen: People who are the great persuaders and push people off the ledge on ideas.

SOURCE AND HELPFUL INTRODUCTION: WWW.LIVINGSTONBUZZ.COM/2009/03/23/INFLUENCERS-A-DISCUSSION-ABOUT-THE-LAW-OF-THE-FEW

CREATE YOUR INDIVIDUAL SOCIAL
MEDIA LINK-BUILDING STRATEGY

SOURCE/CREDIT: ROSS DAWSON
WWW.ROSSDAWSONBLOG.COM

THANK YOU!
Want to know more? Get in contact:
torsten.hensel@nouve.de
Copyright © nouvé

All cognitions, documents and methods presented by nouvé in the foregoing concept will remain the
agency‘s intellectual property. Utilisation of the presented ideas, texts, graphic designs, timetables,
plannings, fotos, moving pictures and sound materials as well as other stored media associated with this
concept is restricted to the realisation in conjunction with nouvé.

All realisation and utilsation is only allowed on the basis of a contract and its fulﬁlling with the originators /
rights owners. Rights of use will only be granted on the basis of this contract that will also regulate their
extent regarding time, space, content, intention and manner of use. All realisation and utilisation (in whole
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with all its legal consequences.

Matthew Effect: The Power of Links

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Matthew Effect: The Power of Links