Frontiers in Marketing              That’saboutsocial media right?@klaasweima                                    May, 10th...
Hi, I am KlaasWeima@KlaasWeimaFounder Energize | Blogger | China |Online Tuesday | Digital Strategist |AuthorEarnedAttenti...
What I would like to share       earning                  something                        cases       attention          ...
#statement        “Digital media are dead”                           are they?Introduction – Discuss                      ...
earnedattention
#question                                   What are the three                                   main ingredients of      ...
You need…  content                          people   attentionEarned Attention – Communication                            ...
Ok, the content landscape has changed                             • Socialnetworking sites                             • S...
People’s media behavior changed as well                            • Socialize       sheeple              • Search       p...
What about attention?                               • Attention is increasingly scarce                               • Bou...
#question                              How much budget is                              spend on bought                    ...
Earned attention is about                                      • Brand behavior                                        (cr...
#statement             “Brands should act like                         buddha’s”                               should they...
How?
The Journey PlannerHow – Journey Planner                        15
#statement                 “Most brands on            Facebook are addicted                          to likes”            ...
cases
meet miffy!Cases – Miffy                18
meet miffy!Cases – Miffy                19
About ChinaCases – Miffy                20
1. Create social and brand persona’sCases – Miffy                                       21
Source: The Empathy Map (XPLANE)Cases – Miffy                                                   22
2. Define your goal                  Three phases:     increase     1. Building fan community    awareness     2. increase...
3. Discover your method                                        social  storytelling       experience                      ...
Listen, participate and activateCases – Miffy                                   25
experienceCases – Miffy                26
experienceCases – Miffy                27
experienceCases – Miffy                28
Realtime marketingCases – Miffy                     29
4. Conversation etiquette            Content = (creative + authentic + social)Cases – Miffy                              ...
Creative requires openness and co-creationCases – Miffy                                             31
5. Optimal media-mix         bought    owned   earnedCases – Miffy                                    32
6.Evaluate and optimize (social KPI’s)Cases – Miffy                                         33
Results                 1. Over 275% increase in brand  5th largest       conversationsonline cartoon   2. Engagement on d...
KPN              Source: NRC Handelsblad, May 10th 2012Cases – KPN                                                       35
KPNCases – Miffy                36
somethingpersonal
40 inspiring cases, includingBook                                41
And a lot of quotes worth sharingBook                                    42
It’s notjust a book
It’s also…Book             44
One more thing
Pre-register: energize.nl/inschrijven/Book                                         48
Questions?    @klaasweima  klaas@energize.nlBook                      49
Thanksforyourattention
Earning Attention in the Age of the Connected Customer
Earning Attention in the Age of the Connected Customer
Earning Attention in the Age of the Connected Customer
Earning Attention in the Age of the Connected Customer
Earning Attention in the Age of the Connected Customer
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Earning Attention in the Age of the Connected Customer

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Annually, marketers spend 450 billion dollar on bought media attention. Every 11 seconds of the time we are awake, we get exposed to an advertising message. As a result, people zap, skip and block messages and bought brand attention looses its glory.

In this talk for the top Graduate Students and Alumni at the Erasmus University Rotterdam I discuss the powerful concept of Earned Attention. The presentation describes an alternation path to building brands in the digital age.

Brands that remain fixated on buying attention per second, inch or pixel will loose the battle of attention. Tomorrow’s effective brands prefer to talk with instead of to people. They activate their fans and create content worth sharing. This results in authentic brand conversations, whereas people become media themselves.

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Earning Attention in the Age of the Connected Customer

  1. 1. Frontiers in Marketing That’saboutsocial media right?@klaasweima May, 10th 2012
  2. 2. Hi, I am KlaasWeima@KlaasWeimaFounder Energize | Blogger | China |Online Tuesday | Digital Strategist |AuthorEarnedAttention | Podcaster |SparkCast | Father | Yogi |PositiveMind | HighlyEnergeticIntroduction – Who I am 2
  3. 3. What I would like to share earning something cases attention personalIntroduction – Agenda 3
  4. 4. #statement “Digital media are dead” are they?Introduction – Discuss 4
  5. 5. earnedattention
  6. 6. #question What are the three main ingredients of communication?Earned Attention – Communication 6
  7. 7. You need… content people attentionEarned Attention – Communication 7
  8. 8. Ok, the content landscape has changed • Socialnetworking sites • Second screen content • Interactive tv/ DVR’s • Mobile apps • Blogs • Locationbased services • And much, much moreEarned Attention – Content 8
  9. 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. 10. What about attention? • Attention is increasingly scarce • Bought attention is less effective attention • Needs to be earned!Earned Attention – Attention 1 0
  11. 11. #question How much budget is spend on bought attention in the US?Earned Attention – Question 1 1
  12. 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 combinedEarned Attention – What is it about 12
  13. 13. #statement “Brands should act like buddha’s” should they?Earned Attention – Statement 1 3
  14. 14. How?
  15. 15. The Journey PlannerHow – Journey Planner 15
  16. 16. #statement “Most brands on Facebook are addicted to likes” are they?How – Statement 1 6
  17. 17. cases
  18. 18. meet miffy!Cases – Miffy 18
  19. 19. meet miffy!Cases – Miffy 19
  20. 20. About ChinaCases – Miffy 20
  21. 21. 1. Create social and brand persona’sCases – Miffy 21
  22. 22. Source: The Empathy Map (XPLANE)Cases – Miffy 22
  23. 23. 2. Define your goal Three phases: increase 1. Building fan community awareness 2. increase brand engagement 3. stimulate salesCases – Miffy 23
  24. 24. 3. Discover your method social storytelling experience influence meaning co-creationCases – Miffy 24
  25. 25. Listen, participate and activateCases – Miffy 25
  26. 26. experienceCases – Miffy 26
  27. 27. experienceCases – Miffy 27
  28. 28. experienceCases – Miffy 28
  29. 29. Realtime marketingCases – Miffy 29
  30. 30. 4. Conversation etiquette  Content = (creative + authentic + social)Cases – Miffy 30
  31. 31. Creative requires openness and co-creationCases – Miffy 31
  32. 32. 5. Optimal media-mix bought owned earnedCases – Miffy 32
  33. 33. 6.Evaluate and optimize (social KPI’s)Cases – Miffy 33
  34. 34. Results 1. Over 275% increase in brand 5th largest conversationsonline cartoon 2. Engagement on daily levelbrand in China 3. Launch of flagship storeCases – Miffy 34
  35. 35. KPN Source: NRC Handelsblad, May 10th 2012Cases – KPN 35
  36. 36. KPNCases – Miffy 36
  37. 37. somethingpersonal
  38. 38. 40 inspiring cases, includingBook 41
  39. 39. And a lot of quotes worth sharingBook 42
  40. 40. It’s notjust a book
  41. 41. It’s also…Book 44
  42. 42. One more thing
  43. 43. Pre-register: energize.nl/inschrijven/Book 48
  44. 44. Questions? @klaasweima klaas@energize.nlBook 49
  45. 45. Thanksforyourattention

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