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Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
Social Marketing Strategy - Engaging the Connected Customer
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Social Marketing Strategy - Engaging the Connected Customer

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  • 1. Social Marketing Strategies Engaging the Connected Customerklaas@energize.nl | @klaasweima Rotterdam, April, 18th 2012
  • 2. Hi! I am Klaas Weima. 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, Miffy and SEAT. Moreover, I am a proud father of little my daughter May and (beware) am highly energetic.Introduction | Who am I? 2
  • 3. Share your thoughts @klaasweimaIntroduction | Twitter 3
  • 4. Steal or share on Slideshare.com/klaas_weimaIntroduction | SlideShare 4
  • 5. Q: Who has a clear and sharedsocial marketing strategy?Cracks in the Silo 5
  • 6. 1 2 3 Cracks in the Silo Social Alternative Best PracticesWhat will I share? 6
  • 7. 1. Cracks in the SiloCracks in the Silo 7
  • 8. The silo of bought attention needs heavy maintenance. Brandsshould not solely rely on buying attention per inch, pixel or second. Cracks in the Silo 8
  • 9. #1 More messages, less attentionCracks in the Silo 9
  • 10. People increasingly block commercial messages Cracks in the Silo 10
  • 11. #2 People, not sheepleCracks in the Silo 11
  • 12. People watch what they want, when they want. Cracks in the Silo 12
  • 13. #3 More options, more stressCracks in the Silo 13
  • 14. #2 People not sheepleWith Spotify I can choose over 13 million songs Cracks in the Silo 14
  • 15. #4 More Transparency, Less CredibilityCracks in the Silo 15
  • 16. Shopsavvy and Boodschapp are great shopping buddies Cracks in the Silo 16
  • 17. Tripadvisor is my best friend away from home. Cracks in the Silo 17
  • 18. #5Advertisers are Afraid of Change#5 Advertisers are Afraid of ChangeCracks in the Silo 18
  • 19. Q: How much budget is spendon bought attention in theNetherlands?Cracks in the Silo 19
  • 20. #6 Old Models are MalfunctioningCracks in the Silo 20
  • 21. My Journey Planner to earned attention approaches brandcommunication from a hybrid perspective. Cracks in the Silo 21
  • 22. As a result, the silo of traditional brandcommunication is cracking. 
Brands should start talking with insteadof sending to people.Cracks in the Silo 22
  • 23. 2. Social AlternativeSocial Alternative 23
  • 24. Hybrid brand communications puts thebest ingredients of bought, relationaland earned attention in a blender.Social Alternative 24
  • 25. Blendtech’s iPad video was viewed 14.000.000 times on Youtube.That’s almost the total population of the Netherlands. Social Alternative 25
  • 26. Bought attention “Advertisers pay for the usage (rental) of a medium to send their brand message to their target audience”Social Alternative 26
  • 27. Relational attention “Advertertiser use their own channels to communicate their brand message to their target audience”Social Alternative 27
  • 28. Earned attention “People become a channel themselves to share brand content, without the direct influence of advertisers”Social Alternative 28
  • 29. Social Brand Communications is not1.  Free (sorry )2.  An ideal project for an internship3.  A temporarily fad4.  A new advertising channel5.  The exclusive playground of youngsters Social Alternative 29
  • 30. KPN’s introduction of iTV for the iPad was based on a earned socialstrategy. Through 40 bloggers we reached 1,2 million people. Social Alternative 30
  • 31. Q: What are the three mainingredients of effective socialbrand communications?Social Alternative 31
  • 32. + +Shareable Content Conversations Social ChannelsSocial Alternative 32
  • 33. Contents need to be creative, authenticand social.Social Alternative 33
  • 34. KLM keeps developing creative social activation campaigns. Andas a result generates much earned attention. Social Alternative 34
  • 35. McDonalds was’t really authentic in their #MDStories and#Meethefarmers social campaign. It backfired on Twitter. Social Alternative 35
  • 36. Hi Chill & Charge concept is social. All campaigns fullfill to theneeds of their 2 million customers: ‘The Hi Society’ Social Alternative 36
  • 37. 3. Best PracticesBest Practices 37
  • 38. KPNBest Practices 38
  • 39. KPN offers Spotify Premium to their triple play-customers (voice,tv, internet). How can we let people experience this new service? Best Practices 39
  • 40. Best Practices
  • 41. MiffyBest Practices 41
  • 42. How can we increase brand awareness of the cartoon brand miffyin China? Best Practices
  • 43. We brought miffy to life and let her travel around China Best Practices 43
  • 44. We started listening. Best Practices 44
  • 45. Beware. Western social platforms are blocked in China Best Practices 45
  • 46. We look at what the target group is saying about miffy; online and offline Photo of offline researchWe talked to youngsters online and offline. Best Practices 46
  • 47. We hired a conversation manager, our virtual miffy. Best Practices
  • 48. On a QQ campaign site anyone could invite miffy to travel to theirhometown by sending her a postcard. Best Practices
  • 49. After receiving postcards from all over China, the users decidedto which 3 cities miffy should travel. Best Practices
  • 50. ChengduIn the 3 cities miffy surprised the winners by showing up on theirdoor step: Guahug uto never forget. a ngzho Dalian Best Practices
  • 51. ChengduWhile travelling, miffy shared photos, videos and updates with herfriends on Guangzhounetworks in real time. social Dalian Best Practices
  • 52. ChengduMiffy drawing events where organized in each city to extend thereach of miffy’shou Guangz visit Best Practices 52
  • 53. Buzz$volume$ The%amount%of%brand%conversa.ons%on%open%social%media%channels$ The$amount$of$online$ 275% conversa4ons$about$ increase miffy$exploded$over$ the$past$two$years$ Miffy%beat%compe.tor%Hello%Ki3y%in% the%amount%of%buzz%and%ranks%#5% online%cartoon%brand%Best Practices 53
  • 54. True Story from Nanjing, China.. ChengduAnd somengzhou took miffy very seriously Gua fans Dalian Best Practices
  • 55. PhilipsBest Practices 55
  • 56. Philips is shifting focus to healthcare (45% of revenu). To increasethe relation with healthcare pros, Philips created GetInsideHealth. Best Practices 56
  • 57. GetInsideHealth is a social CRM strategy, based on thoughtleadership, relationship, insights and purchase intent. Best Practices 57
  • 58. Philips partnered with LinkedIn and created Innovation 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 PracticesSummary 60
  • 61. One more thing Social Alternative 61
  • 62. Helps to prepare your brand on your journey to earned attention.
  • 63. Questions? Klaas Weima klaas@energize.nl
+31 6 26 31 83 70 @klaasweima

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