the power of earned attention
DESCRIPTION
This talk covers Energize's vision on building brands in the post-digital age. The presentation was part of the Executive Program Media Impact of Reputation at the Erasmus University Amsterdam, give by Klaas Weima. Main topics include changes in media behavior and the role of attention in communication. A alternative way is to earn attention from people. How? With six easy steps brands can plan their journey to earn attention. More information can be found on earnedattention.com.TRANSCRIPT
The Power of Earned Attention Building Brands in the Post Digital Age
@klaasweima | www.earnedattention.com October, 23rd 2014
Hi, I am Klaas!
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@KlaasWeima Founder Energize | Blogger | Brand Strategist | Author Earned Attention | SoDA | Entrepreneurial Organisation | Podcaster | Speaker | Father | Yogi | Positive Mind | Highly Energetic
Tweet and Win!
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“You can't build a reputation on what you are going to do.” #earnedattention
My talk will cover:
Battle of Attention
Journey Planner
Warm-Up
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What about your reputation? #Quiz
Question 1.
The top 3 best social brands in the Nederlands are:
A. ING / Rabobank / ABN AMRO
B. Rabobank / ING /
ABN AMRO
Question 2.
Question 2.
A. More than 250
B. Less than 250
Newsjacking is hot.
How many shares did this picture from Centraal Beheer Achmea get?
Question 3.
The NS Webcare team consists of 28 people.
A. True B. Not true
Question 4.
Who of you has earned the 500+
Batch on LinkedIn?
A. Lonneke Aanraad, Jeroen en Ramon Renger
B. Hans van Avendonk,
Ramon Renger en Erik Paulis
Question 5.
Being authentic is the most
important marketing trend of
2014.
A. True B. Not true
A) Waar
B) Niet waar
Question 5.
Question 6.
The average amount of followers
per person on Twitter of this group
is:
A. 108 B. 292
Question 7.
A. 23% B. 30%
Which percentage of brands indicate that their content & conversation strategy is aiming to generate leads?
Question 8.
How many views did this KPN video earn?
A. Less than 250.000
B. More than
250.000
Question 9.
Which percentage of consumer reply’s on branded pages are on weekdays outside office hours.
A. 31% B. 55%
Question 10.
A. Haagse Hogeschool B. Hogeschool
Nijmegen/Arnhem
Which University has the most likes on Facebook?
Het belangrijkste motief om
online een klacht te plaatsen is
om negatieve gevoelens te uiten.
Vraag 10.
Refresh!
#question
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What are the three main ingredients of communication?
You need…
media content attention
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#question
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Chat with your neighbor and define earned attention in 60 seconds.
#definition
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Communication strategy centering around a consistent flow of content and conversations that stimulate people to talk with brands and share their enthusiasm with their social network.
Battle of attention
#statement
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Brands which are solely dependent on paid media will lose the battle of attention. The old model isn’t working anymore.
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1. More incentives, less attention
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2. People not sheeple
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People decide themselves what, where
and how they consume content.
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3. More stress to make a choice
366.848.493
Channel Clutter. The abundance of
choice.
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4. More transparency, less credibility
Where can I get the best deal for
Avatar?
How to earn attention?
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The journey planner helps J
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1. Create your personas
• Social brands act like humans
• What is your brand’s character?
• Tool: Empathy Map
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Source: The Empathy Map (XPLANE)
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It’s all about the people.
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2. Define your goal
• ‘Begin with in the end in mind’
• Ask yourself ‘why’ at least three times
• Tool: Big Four Matrix
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Bron: Verdiende Aandacht, Energize
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3. Discover your method
• It’s all about acts, not ads!
• Deliver proof, not promises.
• And choose a matching tactic.
• Storytelling, co-creation, social influence, etc
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New-fashioned way of watching TV #social influence
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Nijntje en KLM #beleving
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4. Conversation etiquette
• J content = J positive conversations
• J content = creative
• J content = authentic
• J content = social
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O2 on Twitter #funny
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O2 on Twitter #human
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O2 on Twitter #realtime
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5. Optimize media-mix
• Paid media as accelerator
• Don’t forget your own media
• The right social channels
• f(x) = paid + owned + earned
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6. Evaluate and optimize
• Define social media-KPI’s
• Design a dashboard
• Optimize real-time
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Klipfolio & Gecko Boards #realtime metrics
In short
Take-away points
5 Pointers
1. Work hard to earn attention
2. Act as a person
3. Be honest and transparent
4. Dare to make mistakes
5. Become a real-time company
4 FOLLOW THE CONVERSATION ETIQUETTE
1 CREATE YOUR PERSONA’S 2 DEFINE YOUR GOAL
3 DISCOVER YOUR METHOD
5 CHOOSE AN OPTIMAL MEDIA MIX 6 EVALUATE AND OPTIMIZE
SOCIAL PERSONA
Who are we talking to?
+ Brainstorm about the different types of clients you serve.
+ Create a profile for each of them.
+ Describe their mentality.
BRAND PERSONA
Who are we?
+ Describe your mantra.
+ Select your core values.
+ Describe your mentality.
WHAT EXACTLY DO WE WANT TO ACHIEVE?
Who are we talking to?
+ Ask yourself “why” atleast 3 times.
+ Add focus.
+ Make sure all your goals are SMART.
BOUGHT MEDIA
Which bought media do we choose as an accelerant?
+ On which channels is your social persona active?
+ Make sure your media mix is well balanced.
SOCIAL MEDIA
Which social media do we choose and why?
+ On which channels is your social persona active?
+ Make sure it fits your brand.
+ Make sure your WWHWWW-questions are correct.
OWNED MEDIA
Which owned channels can we use?
+ Make sure you have a well balanced integration between your
off and online channels.
EVALUATE
How do we measure if we are on the right track?
+ Get your Social Media KPI’s in order.
+ Create a dashboard.
+ Establish a measurement system.
OPTIMIZE
In which ways can we optimize the results?
+ The start is the beginning.
+ Evaluate on a regular basis.
+ Keep optimizing according to results.
WORKSHEET PLANNER TO EARNED ATTENTION™EARNEDATTENTION.COM
THIS WORK IS LICENSED UNDER THE CREATIVE COMMONS ATTRIBUTION-SHARE ALIKE 3.0 UNPORTED LICENSE.
TO VIEW A COPY OF THIS LICENSE, VISIT HTTP://CREATIVECOMMONS.ORG/LICENSES/BY-SA/3.0/Brand Team Date
STORYTELLING
Can we tell a convincing story about our brand?
EXPERIENCE
Can we create an unforgettable experience?
SOCIAL INFLUENCE
Can we involve influential individuals?
MEANING
Can we have a meaningful impact on our
society?
CO-CREATION
Can we involve people from outside our
organisation to generate value?
CREATIVE
Are we relevant and distinctive?
+ Whats your added value?
+ What is it that makes your content unique?
+ Would your persona share this with his friends?
AUTHENTIC
Are we real and credible?
+ Does my content fit my brand persona?
+ Will i keep my promises?
+ How can i make it personal?
SOCIAL
Do we give more than we take?
+ Is it a equivalent dialog?
+ Is it a natural dialog?
+ Do i give unconditional?
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earnedattention.com
Did you tweet? [email protected]
Thanks for your attention!