The Challenge              From Bought Media to Earned Attention@klaasweima           Graduate School of Communication, Am...
Hi, I am Klaas Weima@KlaasWeimaFounder Energize | Blogger | China |Online Tuesday | Digital Strategist |Author Earned Atte...
What I would like to share                        Battle of   Journey      Little Quiz                        Attention   ...
Little Quiz
Hans couldn’t make it…#SocialQuiz                         5
1        The UvA’s Twitter account has         more then 4.000 followers.    A. True                      B. False        ...
1        The UvA’s Twitter account has         more then 4.000 followers.    A. True                                      ...
8
2    How may likes does the UvA     Alumni Community-page have on     Facebook?A. < 100                  B. > 100         ...
2   How may likes does the UvA    Alumni Community-page have on    Facebook?                         B. > 100             ...
11
3    How many official groups     represent the UvA on Linkedin?A. < 30                      B. > 30                      ...
3   How many official groups    represent the UvA on Linkedin?                            B. > 30                         ...
14
4    VU Amsterdam has more likes on     Facebook compared to University     of Amsterdam.A. True                     B. Fa...
4   VU Amsterdam has more likes on    Facebook compared to University    of Amsterdam.                           B. False ...
17
5    VU Amsterdam has more     followers, but UvA grows faster on     Twitter.A. True                       B. False      ...
5    VU Amsterdam has more     followers, but UvA grows faster on     Twitter.A. True                                     ...
8,5% growth19% growth             2             0
6    VU shows a higher level of     engagement with their followers on     Facebook compared to UvA.A. True               ...
6    VU shows a higher level of     engagement with their followers on     Facebook compared to UvA.A. True               ...
23
7      How many social media       consultants offer their services on       LinkedIn?A. < 404.614                   B. > ...
7   How many social media    consultants offer their services on    LinkedIn?                            B. > 404.614     ...
26
8        UvA reached over 138.000 views         on the official YouTube channel.    A. True                      B. False ...
8   UvA reached over 138.000 views    on the official YouTube channel.                            B. False                ...
29
9         Which university is ranked as best          social media-savvy university in the          world?    A. Harvard  ...
9         Which university is ranked as best          social media-savvy university in the          world?    A. Harvard  ...
32
10       At which university did I graduate         in 2001?A. RUG Groningen                B. EUR Rotterdam              ...
10   At which university did I graduate     in 2001?                            B. EUR Rotterdam                          ...
35
Refresh!
#question                                   What are the three                                   main ingredients of      ...
You need…                                   media        content                             attention                    ...
Ok, the content landscape has changed                             •  Social networking sites                             •...
The way people use media changed as well                            •  Socialize         media              •  Search     ...
What about attention?                               •  Becomes increasingly scarce                               •  Bought...
Earned attention is about                                      •  Brand behavior                                         (...
How?
Characteristics                  •  Is the outcome of brand behavior   Earned         •  Aims long term  Attention       •...
#definition              People share – without the use of              bought media – their enthusiasm              about...
Fly2Miami#KLM            4            8
Battle of attention
#statement             Brands which are solely dependent             on paid media will lose the battle             of att...
1. More incentives, less attention                    11          Iedere 11 seconden                                     5...
2. People not sheeple                        5                        2
3. More stress to make a choice 366.848.493                                  5                                  3
4. More transparency, less credibility                                         5                                         4
55
How to earn attention?
The journey planner helps                               57
1. Create your personas                 •  Make a social and brand persona                 •  From mission to mantra      ...
What does the customer             What does the customerTHINK & FEEL?                                          SEE?- What...
#statement             People don’t want to talk to a bike,             shoe or dishwasher.             They want to talk ...
SAP      61
VANMOOF          62
2. Define your goal                 •  ‘Begin with in the end in mind’                 •  Ask yourself the why-question at...
O2 and Nike+#customerloyalty                   64
3. Discover your method (“SESMC”)                •  Storytelling                •  Experience                •  Social inf...
Volvo Saved My Life#storytelling                      66
KLM & Miffy#experience              67
New-fashioned way ofwatching TV#social influence                       68
Fiat eco:Drive#meaning                 69
Fanwagen #co-creation               70
4. Conversation etiquette                 •   content =  positive conversations                 •   content = creative ...
O2 on Twitter#funny                72
O2 on Twitter#human                73
O2 on Twitter#realtime                74
O2 on Twitter#honest                75
5. Optimize media-mix                •  Paid media as accelerator                •  Don’t forget your own media           ...
The way the Turkish roll#slimme communicatie (#smartcommunication)                               77
78
6. Evaluate and optimize                 •  Define social media-KPI’s                 •  Design a dashboard               ...
In short
Summary          11               81
p.s.
#earnedattention = multiplatform                             Bron: Timo Boezeman (http://boekeman.blogspot.nl/)           ...
Questions?   @klaasweima klaas@energize.nl                     84
Thanks for your attention!
The Challenge - From Bought Media to Earned Attention
The Challenge - From Bought Media to Earned Attention
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The Challenge - From Bought Media to Earned Attention

  1. 1. The Challenge From Bought Media to Earned Attention@klaasweima Graduate School of Communication, Amsterdam (Aug 8th, 2012)
  2. 2. Hi, I am Klaas Weima@KlaasWeimaFounder Energize | Blogger | China |Online Tuesday | Digital Strategist |Author Earned Attention | Podcaster |SparkCast | Father | Yogi | PositiveMind | Highly EnergeticIntroduction – Who I am 2
  3. 3. What I would like to share Battle of Journey Little Quiz Attention PlannerIntroduction – Agenda 3
  4. 4. Little Quiz
  5. 5. Hans couldn’t make it…#SocialQuiz 5
  6. 6. 1 The UvA’s Twitter account has more then 4.000 followers. A. True B. False 6
  7. 7. 1 The UvA’s Twitter account has more then 4.000 followers. A. True 7
  8. 8. 8
  9. 9. 2 How may likes does the UvA Alumni Community-page have on Facebook?A. < 100 B. > 100 9
  10. 10. 2 How may likes does the UvA Alumni Community-page have on Facebook? B. > 100 1 0
  11. 11. 11
  12. 12. 3 How many official groups represent the UvA on Linkedin?A. < 30 B. > 30 1 2
  13. 13. 3 How many official groups represent the UvA on Linkedin? B. > 30 1 3
  14. 14. 14
  15. 15. 4 VU Amsterdam has more likes on Facebook compared to University of Amsterdam.A. True B. False 1 5
  16. 16. 4 VU Amsterdam has more likes on Facebook compared to University of Amsterdam. B. False 1 6
  17. 17. 17
  18. 18. 5 VU Amsterdam has more followers, but UvA grows faster on Twitter.A. True B. False 1 8
  19. 19. 5 VU Amsterdam has more followers, but UvA grows faster on Twitter.A. True 1 9
  20. 20. 8,5% growth19% growth 2 0
  21. 21. 6 VU shows a higher level of engagement with their followers on Facebook compared to UvA.A. True B. False 2 1
  22. 22. 6 VU shows a higher level of engagement with their followers on Facebook compared to UvA.A. True 2 2
  23. 23. 23
  24. 24. 7 How many social media consultants offer their services on LinkedIn?A. < 404.614 B. > 404.614 2 4
  25. 25. 7 How many social media consultants offer their services on LinkedIn? B. > 404.614 2 5
  26. 26. 26
  27. 27. 8 UvA reached over 138.000 views on the official YouTube channel. A. True B. False 2 7
  28. 28. 8 UvA reached over 138.000 views on the official YouTube channel. B. False 2 8
  29. 29. 29
  30. 30. 9 Which university is ranked as best social media-savvy university in the world? A. Harvard B. Standford 3 0
  31. 31. 9 Which university is ranked as best social media-savvy university in the world? A. Harvard 3 1
  32. 32. 32
  33. 33. 10 At which university did I graduate in 2001?A. RUG Groningen B. EUR Rotterdam 3 3
  34. 34. 10 At which university did I graduate in 2001? B. EUR Rotterdam 3 4
  35. 35. 35
  36. 36. Refresh!
  37. 37. #question What are the three main ingredients of communication?Earned Attention – Communication 3 7
  38. 38. You need… media content attention peopleEarned Attention – Communication 3 8
  39. 39. Ok, the content landscape has changed •  Social networking sites •  Second screen content •  Interactive tv/ DVR’s •  Mobile apps •  Blogs •  Location based services •  And much, much moreEarned Attention – Content 3 9
  40. 40. The way people use media changed as well •  Socialize media •  Search people •  Snack •  Shop •  Tell and share stories Source: Hans Veldhorst en Jeroen de Bakker (2007)Earned Attention – People 4 0
  41. 41. What about attention? •  Becomes increasingly scarce •  Bought attention is less effective attention •  Needs to be earned!Earned Attention – Attention 4 1
  42. 42. Earned attention is about •  Brand behavior (creative, authentic & social) earned attention •  Creation of relevant content •  Listen, participate & activate conversationsEarned Attention – What is it about 42
  43. 43. How?
  44. 44. Characteristics •  Is the outcome of brand behavior Earned •  Aims long term Attention •  Not about media, but people •  Fueled by content + conversations 45
  45. 45. #definition People share – without the use of bought media – their enthusiasm about brands with their social network. 4 6
  46. 46. Fly2Miami#KLM 4 8
  47. 47. Battle of attention
  48. 48. #statement Brands which are solely dependent on paid media will lose the battle of attention. 5 0
  49. 49. 1. More incentives, less attention 11 Iedere 11 seconden 5 1
  50. 50. 2. People not sheeple 5 2
  51. 51. 3. More stress to make a choice 366.848.493 5 3
  52. 52. 4. More transparency, less credibility 5 4
  53. 53. 55
  54. 54. How to earn attention?
  55. 55. The journey planner helps  57
  56. 56. 1. Create your personas •  Make a social and brand persona •  From mission to mantra •  Tool: Empathy Map 58
  57. 57. What does the customer What does the customerTHINK & FEEL? SEE?- What really counts Environment -- Major preoccupations Friends -- Worries and aspirations What the market offers -What does the customer What does the customerHEAR? SAY & DO?- What friends say Attitude in public -- What the boss says Appearance -- What influencers say Behaviour towards others - Fears Wants/needs PAIN? Frustrations GAIN? Measures of success Obstacles Obstacles Source: The Empathy Map (XPLANE) 59
  58. 58. #statement People don’t want to talk to a bike, shoe or dishwasher. They want to talk to the people involved. 6 0
  59. 59. SAP 61
  60. 60. VANMOOF 62
  61. 61. 2. Define your goal •  ‘Begin with in the end in mind’ •  Ask yourself the why-question at least three times •  Aid: Big Four Matrix 63
  62. 62. O2 and Nike+#customerloyalty 64
  63. 63. 3. Discover your method (“SESMC”) •  Storytelling •  Experience •  Social influence •  Meaning •  Co-creation 65
  64. 64. Volvo Saved My Life#storytelling 66
  65. 65. KLM & Miffy#experience 67
  66. 66. New-fashioned way ofwatching TV#social influence 68
  67. 67. Fiat eco:Drive#meaning 69
  68. 68. Fanwagen #co-creation 70
  69. 69. 4. Conversation etiquette •   content =  positive conversations •   content = creative •   content = authentic •   content = social 71
  70. 70. O2 on Twitter#funny 72
  71. 71. O2 on Twitter#human 73
  72. 72. O2 on Twitter#realtime 74
  73. 73. O2 on Twitter#honest 75
  74. 74. 5. Optimize media-mix •  Paid media as accelerator •  Don’t forget your own media •  The right social channels •  In the right mix 76
  75. 75. The way the Turkish roll#slimme communicatie (#smartcommunication) 77
  76. 76. 78
  77. 77. 6. Evaluate and optimize •  Define social media-KPI’s •  Design a dashboard •  Optimize real-time 79
  78. 78. In short
  79. 79. Summary 11 81
  80. 80. p.s.
  81. 81. #earnedattention = multiplatform Bron: Timo Boezeman (http://boekeman.blogspot.nl/) 83
  82. 82. Questions? @klaasweima klaas@energize.nl 84
  83. 83. Thanks for your attention!
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