Book Launch Earned Attention

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During the Dutch Week in Shanghai, I launched my book Earned Attention at the Dutch Consulate General. The presentation covers the main highlights of my book and describes the 'journey planner' how to build a social brand. In the talk, I cover several examples and best practices by both Western and Chinese brands. More information on the topic can be found at: www.earnedattention.com

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Book Launch Earned Attention

  1. 1. How to build a social brand?Earned Attention Launching Event – Consulate Generalwww.earnedattention.com April, 16th 2013
  2. 2. Hi, my name is Klaas!2@KlaasWeimaFounder Energize Amsterdam + ShanghaiBlogger | Digital Strategist | AuthorPodcaster | Father | Yogi | Positive MindHighly Energetic
  3. 3. How it al started…3
  4. 4. My talk will cover:JourneyPlannerPlatformBattle ofAttention5
  5. 5. Question6What are the threemain characteristics ofcommunication?
  6. 6. You need…mediapeoplecontent attention7
  7. 7. How?
  8. 8. CharacteristicsEarnedAttention10•  Is about giving more than you take•  Is not about media, but people•  Is all about relationships
  9. 9. #definition11People share – without the use ofbought media – their enthusiasmabout brands with their socialnetwork.
  10. 10. Battle of attention
  11. 11. #statement13Brands addicted to paid media willlose the battle of attention. Theold model isn’t working anymore.
  12. 12. 141. More messages, less attention
  13. 13. 152. People not sheeple
  14. 14. 163. More stress to make a choice14,3 billion
  15. 15. 174. More transparency, less credibility
  16. 16. Journey Planner
  17. 17. 19How to build a social brand?
  18. 18. 201. Create your personas•  Make a social and brand persona•  From mission to mantra•  Tool: Empathy Map
  19. 19. #statement21People don’t want to talk to a bike,shoe or dishwasher.They want to talk to the peopleinvolved.
  20. 20. 222. Define your goal•  ‘Begin with in the end in mind’•  Ask yourself the why-question atleast three times•  Big Four Matrix
  21. 21. 23
  22. 22. 243. Discover your method•  Storytelling•  Experience•  Social influence•  Meaning•  Co-creation
  23. 23. 25Pepsi - Bringing Happiness Home#storytelling
  24. 24. 26Dove Chocolates#experience
  25. 25. 27Free Your Night Side (Lee)#social influence
  26. 26. 28People’s Car (VW)#co-creation
  27. 27. 294. Conversation etiquette•  J content = J positive conversations•  J content = creative + authentic + social
  28. 28. 30A way to respond#bodyform
  29. 29. 31
  30. 30. 325. Optimize media-mix•  Paid media as accelerator•  Don’t forget your own media•  The right social channels•  f(x) = paid + owned + earned
  31. 31. 336. Evaluate and optimize•  Define social media-KPI’s•  Design a dashboard•  Optimize real-time
  32. 32. Platform
  33. 33. 35
  34. 34. In short
  35. 35. 37SummaryJourneyPlannerPlatformBattle ofAttention
  36. 36. Questions?38@klaasweimaklaas@energize.nl
  37. 37. Thanks for your attention!

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