Sneak preview earned_attention_final

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Sneak preview earned_attention_final

  1. 1. EarnedAttention Sneak Preview – EnergizingBreakfast@klaasweima May, 8th 2012
  2. 2. What I would like to share journey background book planner 2
  3. 3. How it all startedBackground – the art of the start 3
  4. 4. He’s responsible Background –across the sound 4
  5. 5. Communication has three basic ingredients content people attentionBackground – communication 6
  6. 6. Ok, the content landscape has changed • Socialnetworking sites • Second screen content • Interactive tv/ DVR’s • Mobile apps • Blogs • Locationbased services • And moreBackground – content 7
  7. 7. People’s media behavior changed as well • Socialize sheeple • Search people • Snack • Shop • Tell and sharestories Source: Hans Veldhorst en Jeroen de Bakker (2007)Background – behavior 8
  8. 8. What about attention? • Attention is increasingly scarce • Bought attention is less effective attention • Needs to be earned!Background – attention 9
  9. 9. Earned attention is about • Creation of relevant content earned • Listen, participate & activate attention conversations • Brand behavior (creative, authentic & social) • PR 2.0, viral marketing and word-of-mouth combinedBackground – attention 10
  10. 10. How?
  11. 11. The Journey PlannerAgenda 14
  12. 12. 40 inspiring cases, includingAgenda 15
  13. 13. And a lot of quotes worth sharingAgenda 16
  14. 14. It’s notjust a book
  15. 15. It’s also…Agenda 19
  16. 16. One more thing
  17. 17. Pre-register: energize.nl/inschrijven/Agenda 23
  18. 18. Thanksforyourattention

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