Social Marketing Strategies - Engaging the Connected Customer

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Keynote presentation given by Klaas Weima on April 18th for the Marketing Strategies Executive Course at the Rotterdam School of Management. The presentation discusses the fundamental shift taking place from traditional bought attention per pixel and inch to earned attention. Klaas clarifies his theory with rich examples, including Spotify, Miffy and Philips.

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  • 5.000 messages a day. 1971: 560 messagesEvery 11 seconds a message of the time you are awakeAttention has become a scarcity
  • 5.000 messages a day. 1971: 560 messagesEvery 11 seconds a message of the time you are awakeAttention has become a scarcity
  • LodenLeeuwProgram DVR Tivo to block 30 sec intervalsBanner blindness
  • People don’t consume media lineair or watch banners frame by frameThere is no Loekie the LeeuwPeople skip, switch and choose themselves, instead of waiting for advertisers to tell them what to watch and do
  • Not only three Dutch tv stations anymore366.000.000 websites13 million songs on SpotifyNot only potatoes, meat and veggies…Also advertisers face stress, fragmentation: do I chose the right media mix?
  • Not only three Dutch tv stations anymore366.000.000 websites13 million songs on SpotifyNot only potatoes, meat and veggies…Also advertisers face stress, fragmentation: do I chose the right media mix?
  • The internet caused for transparency, open markets (Shop Savvy, Boodschap)Seat Guru
  • Since Mad Mad we haven’t seen much change in advertising. The 30 second spot is still the emperor. In the NL 4 billion spend towards bought attention, less on experimental formats. Why is it that advertisers only spend 1,5 million euro on mobile advertising in 2010, while almost everyone has a phone?
  • AIDA is dated back from the fifties in last century. Proved wrong > people start with purchase intention instead of awareness…MalfunctioningSender- receiver model: too linear
  • AIDA is dated back from the fifties in last century. Proved wrong > people start with purchase intention instead of awareness…MalfunctioningSender- receiver model: too linear
  • Social Marketing Strategies - Engaging the Connected Customer

    1. 1. Social Marketing Strategies Engaging the ConnectedCustomerklaas@energize.nl | @klaasweima Rotterdam, April, 18th2012
    2. 2. Hi!I am KlaasWeima. 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, Miffyand SEAT. Moreover, I am a proud father of little my daughter May and (beware) am highly energetic.Introduction | Whoam I? 2
    3. 3. Shareyourthoughts @klaasweimaIntroduction |Twitter 3
    4. 4. Stealorshareon 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 PracticesWhatwill 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, lessattentionCracks in the Silo 9
    10. 10. People increasingly block commercial messages Cracks in the Silo 10
    11. 11. #2 People, notsheepleCracks in the Silo 11
    12. 12. Peoplewatchwhatthey want, whenthey want. Cracks in the Silo 12
    13. 13. #3 More options, more stressCracks in the Silo 13
    14. 14. #2 PeoplenotsheepleWith Spotify I can choose over 13 million songs Cracks in the Silo 14
    15. 15. #4 More Transparency, LessCredibilityCracks in the Silo 15
    16. 16. Shopsavvy and Boodschappare 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 AlternativeSocialAlternative 23
    24. 24. Hybrid brand communications puts thebest ingredients of bought, relationaland earned attention in a blender.SocialAlternative 24
    25. 25. Blendtech‟siPad video was viewed 14.000.000 times on Youtube.That‟s almost the total population of the Netherlands. SocialAlternative 25
    26. 26. Boughtattention “Advertiserspayfor the usage (rental) of a medium to sendtheir brand message to their target audience”SocialAlternative 26
    27. 27. Relationalattention “Advertertiserusetheirownchannels to communicatetheir brand message to their target audience”SocialAlternative 27
    28. 28. Earnedattention “People become a channel themselves to share brand content, without the direct influence of advertisers”SocialAlternative 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 SocialAlternative 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. SocialAlternative 30
    31. 31. Q: What are the three mainingredients of effective socialbrand communications?SocialAlternative 31
    32. 32. + +Shareable Content Conversations SocialChannelsSocialAlternative 32
    33. 33. Contents need to be creative, authenticand social.SocialAlternative 33
    34. 34. KLM keepsdevelopingcreativesocialactivationcampaigns. And as aresultgeneratesmuchearnedattention. SocialAlternative 34
    35. 35. McDonaldswas‟treallyauthentic in their #MDStories and#Meethefarmerssocialcampaign. ItbackfiredonTwitter. SocialAlternative 35
    36. 36. HiChill& Charge concept is social. All campaignsfullfill to theneeds of their 2 millioncustomers: „The Hi Society‟ SocialAlternative 36
    37. 37. 3. Best PracticesBest Practices 37
    38. 38. KPNBest Practices 38
    39. 39. KPN offers Spotify Premium to theirtripleplay-customers(voice, tv, internet). Howcan we let peopleexperiencethisnewservice? Best Practices 39
    40. 40. Best Practices
    41. 41. MiffyBest Practices 41
    42. 42. Howcan we increasebrand awareness of thecartoon brand miffy inChina? Best Practices
    43. 43. We broughtmiffy to life and let her travel around China Best Practices 43
    44. 44. We startedlistening. 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 sayingaboutmiffy; online and offline Photo of offline researchWe talked to youngsters online and offline. Best Practices 46
    47. 47. We hired a conversation manager, ourvirtualmiffy. Best Practices
    48. 48. On a QQ campaign site anyonecould invite miffy to travel totheirhometownbysending her a postcard. Best Practices
    49. 49. Afterreceivingpostcardsfrom all over China, the usersdecided towhich 3 citiesmiffyshould travel. Best Practices
    50. 50. ChengduIn the 3 citiesmiffysurprised the winners byshowing up ontheirdoor step: a hug to never forget. Best Practices
    51. 51. ChengduWhile travelling, miffysharedphotos, videos and updates with herfriendsonsocialnetworks in realtime. Best Practices
    52. 52. ChengduMiffy drawing events where organized in each city to extend thereach of miffy‟s visit Best Practices 52
    53. 53. Buzz volume The amount of brand conversationsonopen social mediachannels The amount of online 275% conversationsaboutm increase iffyexploded over the past twoyears Miffy beat competitorHelloKitty in the amount of buzz and ranks #5 online cartoon brandBest Practices 53
    54. 54. True Story fromNanjing, China.. ChengduAnd some fans took miffy very seriously Best Practices
    55. 55. PhilipsBest Practices 55
    56. 56. Philips is shifting focus to healthcare (45% of revenu). To increasethe relationwithhealthcarepros, Philips createdGetInsideHealth. Best Practices 56
    57. 57. GetInsideHealth is a social CRMstrategy, basedonthoughtleadership, relationship, insights andpurchaseintent. Best Practices 57
    58. 58. Philips partneredwithLinkedIn and createdInnovation 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 SocialAlternative 61
    62. 62. Helps to prepare your brand onyourjourney to earnedattention.
    63. 63. Questions? KlaasWeima klaas@energize.nl+31 6 26 31 83 70 @klaasweima

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