Social Marketing Strategy - Engaging the Connected Customer

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Social Marketing Strategy - Engaging the Connected Customer

  1. 1. Social Marketing Strategies Engaging the Connected Customerklaas@energize.nl | @klaasweima Rotterdam, April, 18th 2012
  2. 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. 3. Share your thoughts @klaasweimaIntroduction | Twitter 3
  4. 4. Steal or share on Slideshare.com/klaas_weimaIntroduction | SlideShare 4
  5. 5. Q: Who has a clear and sharedsocial marketing strategy?Cracks in the Silo 5
  6. 6. 1 2 3 Cracks in the Silo Social Alternative Best PracticesWhat will I share? 6
  7. 7. 1. Cracks in the SiloCracks in the Silo 7
  8. 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. 9. #1 More messages, less attentionCracks in the Silo 9
  10. 10. People increasingly block commercial messages Cracks in the Silo 10
  11. 11. #2 People, not sheepleCracks in the Silo 11
  12. 12. People watch what they want, when they want. Cracks in the Silo 12
  13. 13. #3 More options, more stressCracks in the Silo 13
  14. 14. #2 People not sheepleWith Spotify I can choose over 13 million songs Cracks in the Silo 14
  15. 15. #4 More Transparency, Less CredibilityCracks in the Silo 15
  16. 16. Shopsavvy and Boodschapp are great shopping buddies Cracks in the Silo 16
  17. 17. Tripadvisor is my best friend away from home. Cracks in the Silo 17
  18. 18. #5Advertisers are Afraid of Change#5 Advertisers are Afraid of ChangeCracks in the Silo 18
  19. 19. Q: How much budget is spendon bought attention in theNetherlands?Cracks in the Silo 19
  20. 20. #6 Old Models are MalfunctioningCracks in the Silo 20
  21. 21. My Journey Planner to earned attention approaches brandcommunication from a hybrid perspective. Cracks in the Silo 21
  22. 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. 23. 2. Social AlternativeSocial Alternative 23
  24. 24. Hybrid brand communications puts thebest ingredients of bought, relationaland earned attention in a blender.Social Alternative 24
  25. 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. 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. 27. Relational attention “Advertertiser use their own channels to communicate their brand message to their target audience”Social Alternative 27
  28. 28. Earned attention “People become a channel themselves to share brand content, without the direct influence of advertisers”Social Alternative 28
  29. 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. 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. 31. Q: What are the three mainingredients of effective socialbrand communications?Social Alternative 31
  32. 32. + +Shareable Content Conversations Social ChannelsSocial Alternative 32
  33. 33. Contents need to be creative, authenticand social.Social Alternative 33
  34. 34. KLM keeps developing creative social activation campaigns. Andas a result generates much earned attention. Social Alternative 34
  35. 35. McDonalds was’t really authentic in their #MDStories and#Meethefarmers social campaign. It backfired on Twitter. Social Alternative 35
  36. 36. Hi Chill & Charge concept is social. All campaigns fullfill to theneeds of their 2 million customers: ‘The Hi Society’ Social Alternative 36
  37. 37. 3. Best PracticesBest Practices 37
  38. 38. KPNBest Practices 38
  39. 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. 40. Best Practices
  41. 41. MiffyBest Practices 41
  42. 42. How can we increase brand awareness of the cartoon brand miffyin China? Best Practices
  43. 43. We brought miffy to life and let her travel around China Best Practices 43
  44. 44. We started listening. Best Practices 44
  45. 45. Beware. Western social platforms are blocked in China Best Practices 45
  46. 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. 47. We hired a conversation manager, our virtual miffy. Best Practices
  48. 48. On a QQ campaign site anyone could invite miffy to travel to theirhometown by sending her a postcard. Best Practices
  49. 49. After receiving postcards from all over China, the users decidedto which 3 cities miffy should travel. Best Practices
  50. 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. 51. ChengduWhile travelling, miffy shared photos, videos and updates with herfriends on Guangzhounetworks in real time. social Dalian Best Practices
  52. 52. ChengduMiffy drawing events where organized in each city to extend thereach of miffy’shou Guangz visit Best Practices 52
  53. 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. 54. True Story from Nanjing, China.. ChengduAnd somengzhou took miffy very seriously Gua fans Dalian Best Practices
  55. 55. PhilipsBest Practices 55
  56. 56. Philips is shifting focus to healthcare (45% of revenu). To increasethe relation with healthcare pros, Philips created GetInsideHealth. Best Practices 56
  57. 57. GetInsideHealth is a social CRM strategy, based on thoughtleadership, relationship, insights and purchase intent. Best Practices 57
  58. 58. Philips partnered with LinkedIn and created Innovation In Health-groups. Currently, almost 55.000 members and NPS of 51. Best Practices 58
  59. 59. Best Practices
  60. 60. ✓ ✓ ✓ Cracks in the Silo Social Alternative Best PracticesSummary 60
  61. 61. One more thing Social Alternative 61
  62. 62. Helps to prepare your brand on your journey to earned attention.
  63. 63. Questions? Klaas Weima klaas@energize.nl
+31 6 26 31 83 70 @klaasweima

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