from bought to earned attention
DESCRIPTION
My talk for bachelor professors and my friends at Hyves on social media campaigning, social activation and earning attention in the digital age. Like it? Share it! Thanks.TRANSCRIPT
Noordhoff Expert ClassFrom bought media to earned attention
@klaasweima June, 7th 2012
Introduction – Who I am
Hi, I am Klaas Weima
2
@KlaasWeima
Founder Energize | Blogger | China | Online Tuesday | Digital Strategist | Author Earned Attention | Podcaster | SparkCast | Father | Yogi | Positive Mind | Highly Energetic
What I would like to share
journey planner
caseearning
attention
3Introduction – Agenda
#statement
4
“Digital media are dead”
are they?
Introduction – Discuss
earned attention
#question
6
What are the three main ingredients of communication?
Earned Attention – Communication
You need…
peoplecontent attention
7Earned Attention – Communication
Ok, the content landscape has changed
content
8
• Social networking sites
• Second screen
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Location based services
• And much, much more
Earned Attention – Content
Source: Hans Veldhorst en Jeroen de Bakker (2007)
People’s media behavior changed as well
sheeplepeople
9
• Socialize
• Search
• Snack
• Shop
• Tell and share stories
Earned Attention – People
What about attention?
attention
10
• Attention is increasingly scarce
• Bought attention is less effective
• Needs to be earned!
Earned Attention – Attention
#question
11
How much budget is spend on bought attention in the US?
Earned Attention – Question
Earned attention is about
earned attention
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• Brand behavior (creative, authentic & social)
• Creation of relevant content
• Listen, participate & activate conversations
• PR 2.0, viral marketing and word-of-mouth combined
Earned Attention – What is it about
Earned Attention – Statement
#statement
13
“Social media do not exist.”
Do they?
How?
How – Journey Planner16
The Journey Planner
How – Statement
#statement
18
“Most brands on Facebook are
addicted to likes”are they?
case
Cases – Miffy20
meet miffy!
Cases – Miffy21
meet miffy!
Cases – Miffy22
About China
Cases – Miffy23
1. Create social and brand persona’s
Cases – Miffy24
Source: The Empathy Map (XPLANE)
Cases – Miffy25
increase awareness
Three phases:
1. Building fan community
2. increase brand engagement
3. stimulate sales
2. Define your goal
Cases – Miffy26
3. Discover your method
storytelling
experience
social influence
meaning co-creation
Cases – Miffy27
Listen, participate and activate
Cases – Miffy28
experience
Cases – Miffy29
experience
Cases – Miffy30
experience
Cases – Miffy31
Realtime marketing
Cases – Miffy32
4. Conversation etiquette
Content = (creative + authentic + social)
Cases – Miffy33
Creative requires openness and co-creation
Cases – Miffy34
5. Optimal media-mix
bought owned earned
Cases – Miffy35
6.Evaluate and optimize (social KPI’s)
Cases – Miffy36
Results
5th largest online
cartoon brand in
China
1. Over 275% increase in brand conversations
2. Engagement on daily level
3. Launch of flagship store
Learn more?
38Platform – blog
39Platform – iPhone
40Platform – iPad
Thanks for your attention