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'Guest lecture interactive marketing' Erasmus University

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  • Agenda zoals jullie die gisteren ontvangen hebben
  • Agenda zoals jullie die gisteren ontvangen hebben
  • Agenda zoals jullie die gisteren ontvangen hebben
  • - Verschuivende budgetten, PepsiCo > Superbowl niet meer - Minder loyaliteit,
  • Helder maken uit interviews Bert Aanscherping huidige strategie Hoe bereiken?

Transcript

  • 1.
    • Interactive Marketing
    • Erasmus University Rotterdam
    • 26 februari 2010
  • 2. WARMING UP. Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
  • 3. LEVEL 1 - BEGINNERS 1. Which side of the Google page can you influence with SEA? a = left. b = right.
  • 4. LEVEL 1 - BEGINNERS 2. How long did it take Facebook to reach 250mm users ? a = 2,5 years. b = 9 months.
  • 5. LEVEL 1 - BEGINNERS 3. What’s the name of Nokia’s new operating system ? a = android. b = maemo.
  • 6.
    • Profile
    • About Energize
  • 7.
    • About Energize | the team
  • 8.
    • About Energize | our base
    Founded in 2005 in Utrecht, the Netherlands Since 2009 office in Shanghai, China
  • 9.
    • About Energize | who are we?
    Energize is a interactive marketing agency We help ambitious brands grow by giving them meaning in people´s lives.
  • 10.
    • About Energize | clients
    We work for renowned brands and rank 4 th best web agency in the Netherlands
  • 11.
    • About Energize | why us?
    result- driven strategic sparring partner passion and energetic Co Creation Relevant, Authentic and Sociale Marketing 1 2 3
  • 12.
    • Dilemma
    What was advertising? Communication form take action persuade Interruption mass consumption brand repetition promotion
  • 13. Old effectiveness models Reach x Frequency
  • 14. Golden Day’s are over De nachtmerrie van Mad Men’s Don Draper.
  • 15.
    • A new playing field
    marketing promise media Digital is everywhere Honesty Social Media Information overload Accountable Mobile
  • 16.
    • About Energize | vision
    We believe in a world without advertising We think that brands should behave socially and always strive for relevance and authenticity
  • 17.
    • Best Practice
  • 18.
    • Best practice
    Wanted: Strategy Director
  • 19.
    • Where?
  • 20.
    • twillicitatie
  • 21.
    • pr
  • 22.
    • results
    19.000 tweetviews 1.300 visitors in 2 days 12 postings Dutch marketing blogs 20 candidates …
  • 23.
    • Mission accomplished!
  • 24.
    • Social Media Marketing
    • A Four Step Process
  • 25.
  • 26.
    • Question
    Do you have a social relation with a brand?
  • 27.
    • Question
    Which brand always consider your emotions?
  • 28.
    • Question
    Which brand make you cry?
  • 29.
    • Hypotheses
    It’s all about people and their experiences. Brands should facilitate conversations, act social, be relevant and earn trust.
  • 30.
    • Social Media | Four steps
    • Listening
    • What is being said?
    • Understand
    • Monitor
    • Presence
    • What can you offer?
    • Relevance
    • Setting up
    • Participate
    • What can you contribute?
    • Authentic
    • Imbedding
    • Involve
    • What have you earned?
    • Commitment
    • Partnership
  • 31.
    • More Cases
    • Social Media Campaigning
  • 32.
    • Work |
  • 33.
    • Work |
    How to create maximum awareness around animation movie Bolt with a limited budget? Target group Families with children Goal Awareness Time span 2 weeks
  • 34.
    • Work |
  • 35.
    • Work |
    • Results
    • 109.800 unique visitors.
    • Over 200.000 game plays
    • 210.000 tell-a-friend mails.
  • 36.
    • Work |
    Develop an interactive campaign evolving around Mickey’s Magical Year and balloons Target group Families with Children between 0 and 15 years old Goal Generate subscribers for the email database of Disneyland Resort Paris Time span 1 month
  • 37.
    • Work |
  • 38.
    • Work |
    • Results
    • 98.500 unique visitors.
    • 29.950 started games.
    • 30.000 tell-a-friend mails.
    • 40% opt-ins, 5.500 qualitative leads
  • 39. Klaas Weima Managing Director 030-26318370 [email_address] @klaas_weima