From Bought to Earned Attention
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My talk for bachelor professors and my friends at Hyves on social media campaigning, social activation and earning attention in the digital age. Like it? Share it! Thanks.
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From Bought to Earned Attention
- 1. Noordhoff Expert Class Frombought media to earnedattention @klaasweima June, 7th 2012
- 2. Hi, I am KlaasWeima @KlaasWeima Founder Energize | Blogger | China | Online Tuesday | Digital Strategist | AuthorEarnedAttention | Podcaster | SparkCast | Father | Yogi | PositiveMind | HighlyEnergetic Introduction – Who I am 2
- 3. What I would like to share earning journey case attention planner Introduction – Agenda 3
- 4. #statement “Digital media are dead” are they? Introduction – Discuss 4
- 6. #question What are the three main ingredients of communication? Earned Attention – Communication 6
- 7. You need… content people attention Earned Attention – Communication 7
- 8. Ok, the content landscape has changed • Socialnetworking sites • Second screen content • Interactive tv/ DVR’s • Mobile apps • Blogs • Locationbased services • And much, much more Earned Attention – Content 8
- 9. People’s media behavior changed as well • Socialize sheeple • Search people • Snack • Shop • Tell and sharestories Source: Hans Veldhorst en Jeroen de Bakker (2007) Earned Attention – People 9
- 10. What about attention? • Attention is increasingly scarce • Bought attention is less effective attention • Needs to be earned! Earned Attention – Attention 1 0
- 11. #question How much budget is spend on bought attention in the US? Earned Attention – Question 1 1
- 12. Earned attention is about • Brand behavior (creative, authentic & social) earned attention • Creation of relevant content • Listen, participate & activate conversations • PR 2.0, viral marketing and word-of-mouth combined Earned Attention – What is it about 12
- 13. #statement “Social media do not exist.” Do they? Earned Attention – Statement 1 3
- 14. How?
- 16. The Journey Planner How – Journey Planner 16
- 18. #statement “Most brands on Facebook are addicted to likes” are they? How – Statement 18
- 19. case
- 20. meet miffy! Cases – Miffy 20
- 21. meet miffy! Cases – Miffy 21
- 22. About China Cases – Miffy 22
- 23. 1. Create social and brand persona’s Cases – Miffy 23
- 24. Source: The Empathy Map (XPLANE) Cases – Miffy 24
- 25. 2. Define your goal Three phases: increase 1. Building fan community awareness 2. increase brand engagement 3. stimulate sales Cases – Miffy 25
- 26. 3. Discover your method social storytelling experience influence meaning co-creation Cases – Miffy 26
- 27. Listen, participate and activate Cases – Miffy 27
- 28. experience Cases – Miffy 28
- 29. experience Cases – Miffy 29
- 30. experience Cases – Miffy 30
- 31. Realtime marketing Cases – Miffy 31
- 32. 4. Conversation etiquette Content = (creative + authentic + social) Cases – Miffy 32
- 33. Creative requires openness and co-creation Cases – Miffy 33
- 34. 5. Optimal media-mix bought owned earned Cases – Miffy 34
- 35. 6.Evaluate and optimize (social KPI’s) Cases – Miffy 35
- 36. Results 1. Over 275% increase in brand 5th largest conversations online cartoon 2. Engagement on daily level brand in China 3. Launch of flagship store Cases – Miffy 36
- 37. Learn more?
- 38. Platform – blog 38
- 39. Platform – iPhone 39
- 40. Platform – iPad 40
- 41. Questions? @klaasweima klaas@energize.nl Book 41
Editor's Notes
- Het is een conversatie boek. De BlogEn een sociaal boek. Op Facebook en Twitter,
- Het is een luister boek. De iPhoneapp met podcasts.
- Het is een interactief boek. De iPadapp