Keynote presentation given by Klaas Weima on April 18th for the Marketing Strategies Executive Course at the Rotterdam School of Management. The presentation discusses the fundamental shift taking place from traditional bought attention per pixel and inch to earned attention. Klaas clarifies his theory with rich examples, including Spotify, Miffy and Philips.

1. Social Marketing Strategies
Engaging the ConnectedCustomer
klaas@energize.nl | @klaasweima Rotterdam, April, 18th2012

2. Hi!I am KlaasWeima.
I am founder of creative and digital
agency Energize. From our offices in
Amsterdam and Shanghai we create
campaigns worth sharing. We help
ambitious brands grow, including
KPN, Chiquita, Hi, KLM, Miffyand
SEAT.
Moreover, I am a proud father of
little my daughter May and (beware)
am highly energetic.
Introduction | Whoam I? 2

3. Shareyourthoughts
@klaasweima
Introduction |Twitter 3

4. Stealorshareon
Slideshare.com/klaas_weima
Introduction |SlideShare 4

5. Q: Who has a clear and shared
social marketing strategy?
Cracks in the Silo 5

6. 1 2 3
Cracks in the Silo Social Alternative Best Practices
Whatwill I share? 6

7. 1. Cracks in the Silo
Cracks in the Silo 7

8. The silo of bought attention needs heavy maintenance. Brands
should not solely rely on buying attention per inch, pixel or second.
Cracks in the Silo 8

9. #1 More messages, lessattention
Cracks in the Silo 9

10. People increasingly block commercial messages
Cracks in the Silo 10

11. #2 People, notsheeple
Cracks in the Silo 11

12. Peoplewatchwhatthey want, whenthey want.
Cracks in the Silo 12

13. #3 More options, more stress
Cracks in the Silo 13

14. #2
Peoplenotsheeple
With Spotify I can choose over 13 million songs
Cracks in the Silo 14

15. #4 More Transparency, LessCredibility
Cracks in the Silo 15

16. Shopsavvy and Boodschappare great shopping buddies
Cracks in the Silo 16

17. Tripadvisor is my best friend away from home.
Cracks in the Silo 17

18. #5
Advertisers are Afraid of Change
#5 Advertisers are Afraid of Change
Cracks in the Silo 18

19. Q: How much budget is spend
on bought attention in the
Netherlands?
Cracks in the Silo 19

20. #6 Old Models are Malfunctioning
Cracks in the Silo 20

21. My Journey Planner to earned attention approaches brand
communication from a hybrid perspective.
Cracks in the Silo 21

22. As a result, the silo of traditional brand
communication is cracking.
Brands should start talking with instead
of sending to people.
Cracks in the Silo 22

23. 2. Social Alternative
SocialAlternative 23

24. Hybrid brand communications puts the
best ingredients of bought, relational
and earned attention in a blender.
SocialAlternative 24

25. Blendtech‟siPad video was viewed 14.000.000 times on Youtube.
That‟s almost the total population of the Netherlands.
SocialAlternative 25

26. Boughtattention
“Advertiserspayfor the usage (rental)
of a medium to sendtheir brand
message to their target audience”
SocialAlternative 26

27. Relationalattention
“Advertertiserusetheirownchannels to
communicatetheir brand message to
their target audience”
SocialAlternative 27

28. Earnedattention
“People become a channel themselves
to share brand content, without the
direct influence of advertisers”
SocialAlternative 28

29. Social Brand Communications is not
1. Free (sorry )
2. An ideal project for an internship
3. A temporarily fad
4. A new advertising channel
5. The exclusive playground of youngsters
SocialAlternative 29

30. KPN‟s introduction of iTV for the iPad was based on a earned social
strategy. Through 40 bloggers we reached 1,2 million people.
SocialAlternative 30

31. Q: What are the three main
ingredients of effective social
brand communications?
SocialAlternative 31

32. + +
Shareable Content Conversations SocialChannels
SocialAlternative 32

33. Contents need to be creative, authentic
and social.
SocialAlternative 33

34. KLM keepsdevelopingcreativesocialactivationcampaigns. And as a
resultgeneratesmuchearnedattention.
SocialAlternative 34

35. McDonaldswas‟treallyauthentic in their #MDStories and
#Meethefarmerssocialcampaign. ItbackfiredonTwitter.
SocialAlternative 35

36. HiChill& Charge concept is social. All campaignsfullfill to the
needs of their 2 millioncustomers: „The Hi Society‟
SocialAlternative 36

37. 3. Best Practices
Best Practices 37

38. KPN
Best Practices 38

39. KPN offers Spotify Premium to theirtripleplay-customers
(voice, tv, internet). Howcan we let peopleexperiencethisnew
service?
Best Practices 39

40. Best Practices

41. Miffy
Best Practices 41

42. Howcan we increasebrand awareness of thecartoon brand miffy in
China?
Best Practices

43. We broughtmiffy to life and let her travel around China
Best Practices 43

44. We startedlistening.
Best Practices 44

45. Beware. Western social platforms are blocked in China
Best Practices 45

46. We look at what the target group is sayingaboutmiffy; online and offline
Photo of offline research
We talked to youngsters online and offline.
Best Practices 46

47. We hired a conversation manager, ourvirtualmiffy.
Best Practices

48. On a QQ campaign site anyonecould invite miffy to travel to
theirhometownbysending her a postcard.
Best Practices

49. Afterreceivingpostcardsfrom all over China, the usersdecided to
which 3 citiesmiffyshould travel.
Best Practices

50. Chengdu
In the 3 citiesmiffysurprised the winners byshowing up ontheir
door step: a hug to never forget.
Best Practices

51. Chengdu
While travelling, miffysharedphotos, videos and updates with her
friendsonsocialnetworks in realtime.
Best Practices

52. Chengdu
Miffy drawing events where organized in each city to extend the
reach of miffy‟s visit
Best Practices 52

53. Buzz volume
The amount of brand conversationsonopen social mediachannels
The amount of online 275%
conversationsaboutm increase
iffyexploded over the
past twoyears
Miffy beat competitorHelloKitty in
the amount of buzz and ranks #5
online cartoon brand
Best Practices 53

54. True Story from
Nanjing, China..
Chengdu
And some fans took miffy very seriously
Best Practices

55. Philips
Best Practices 55

56. Philips is shifting focus to healthcare (45% of revenu). To increase
the relationwithhealthcarepros, Philips createdGetInsideHealth.
Best Practices 56

57. GetInsideHealth is a social CRM
strategy, basedonthoughtleadership, relationship, insights and
purchaseintent.
Best Practices 57

58. Philips partneredwithLinkedIn and createdInnovation In Health-
groups. Currently, almost 55.000 members and NPS of 51.
Best Practices 58

59. Best Practices

60. ✓ ✓ ✓
Cracks in the Silo Social Alternative Best Practices
Summary 60

61. One more thing 
SocialAlternative 61

62. Helps to prepare your brand onyourjourney to earnedattention.

63. Questions?
KlaasWeima
klaas@energize.nl
+31 6 26 31 83 70
@klaasweima