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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. 1. Noordhoff Expert Class Frombought media to earnedattention@klaasweima June, 7th 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 journey case attention plannerIntroduction – 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 “Social media do not exist.” Do they?Earned Attention – Statement 1 3
  14. 14. How?
  15. 15. The Journey PlannerHow – Journey Planner 16
  16. 16. #statement “Most brands on Facebook are addicted to likes” are they?How – Statement 18
  17. 17. case
  18. 18. meet miffy!Cases – Miffy 20
  19. 19. meet miffy!Cases – Miffy 21
  20. 20. About ChinaCases – Miffy 22
  21. 21. 1. Create social and brand persona’sCases – Miffy 23
  22. 22. Source: The Empathy Map (XPLANE)Cases – Miffy 24
  23. 23. 2. Define your goal Three phases: increase 1. Building fan community awareness 2. increase brand engagement 3. stimulate salesCases – Miffy 25
  24. 24. 3. Discover your method social storytelling experience influence meaning co-creationCases – Miffy 26
  25. 25. Listen, participate and activateCases – Miffy 27
  26. 26. experienceCases – Miffy 28
  27. 27. experienceCases – Miffy 29
  28. 28. experienceCases – Miffy 30
  29. 29. Realtime marketingCases – Miffy 31
  30. 30. 4. Conversation etiquette  Content = (creative + authentic + social)Cases – Miffy 32
  31. 31. Creative requires openness and co-creationCases – Miffy 33
  32. 32. 5. Optimal media-mix bought owned earnedCases – Miffy 34
  33. 33. 6.Evaluate and optimize (social KPI’s)Cases – Miffy 35
  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 36
  35. 35. Learn more?
  36. 36. Platform – blog 38
  37. 37. Platform – iPhone 39
  38. 38. Platform – iPad 40
  39. 39. Questions? @klaasweima klaas@energize.nlBook 41
  40. 40. Thanksforyourattention

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