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Rsm Guest Lecture En V0.2

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Guest lecture on RSM, Erasmus CRM/ Interactive Marketing Course in Rotterdam. Like it? Share it, but please you the correct source. Thanks.

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Rsm Guest Lecture En V0.2

  1. 1. <ul><li>Interactive Marketing </li></ul><ul><li>Erasmus University Rotterdam </li></ul><ul><li>26 februari 2010 </li></ul>
  2. 2. WARMING UP. Source: Courtesy of aptrail2005, http://www.flickr.com/photos/brianfotos/ on Flickr
  3. 3. LEVEL 1 - BEGINNERS 1. Which side of the Google page can you influence with SEA? a = left. b = right.
  4. 4. LEVEL 1 - BEGINNERS 2. How long did it take Facebook to reach 250mm users ? a = 2,5 years. b = 9 months.
  5. 5. LEVEL 1 - BEGINNERS 3. What’s the name of Nokia’s new operating system ? a = android. b = maemo.
  6. 6. <ul><li>Profile </li></ul><ul><li>About Energize </li></ul>
  7. 7. <ul><li>About Energize | the team </li></ul>
  8. 8. <ul><li>About Energize | our base </li></ul>Founded in 2005 in Utrecht, the Netherlands Since 2009 office in Shanghai, China
  9. 9. <ul><li>About Energize | who are we? </li></ul>Energize is a interactive marketing agency We help ambitious brands grow by giving them meaning in people´s lives.
  10. 10. <ul><li>About Energize | clients </li></ul>We work for renowned brands and rank 4 th best web agency in the Netherlands
  11. 11. <ul><li>About Energize | why us? </li></ul>result- driven strategic sparring partner passion and energetic Co Creation Relevant, Authentic and Sociale Marketing 1 2 3
  12. 12. <ul><li>Dilemma </li></ul>What was advertising? Communication form take action persuade Interruption mass consumption brand repetition promotion
  13. 13. Old effectiveness models Reach x Frequency
  14. 14. Golden Day’s are over De nachtmerrie van Mad Men’s Don Draper.
  15. 15. <ul><li>A new playing field </li></ul>marketing promise media Digital is everywhere Honesty Social Media Information overload Accountable Mobile
  16. 16. <ul><li>About Energize | vision </li></ul>We believe in a world without advertising We think that brands should behave socially and always strive for relevance and authenticity
  17. 17. <ul><li>Best Practice </li></ul>
  18. 18. <ul><li>Best practice </li></ul>Wanted: Strategy Director
  19. 19. <ul><li>Where? </li></ul>
  20. 20. <ul><li>twillicitatie </li></ul>
  21. 21. <ul><li>pr </li></ul>
  22. 22. <ul><li>results </li></ul>19.000 tweetviews 1.300 visitors in 2 days 12 postings Dutch marketing blogs 20 candidates …
  23. 23. <ul><li>Mission accomplished! </li></ul>
  24. 24. <ul><li>Social Media Marketing </li></ul><ul><li>A Four Step Process </li></ul>
  25. 25.
  26. 26. <ul><li>Question </li></ul>Do you have a social relation with a brand?
  27. 27. <ul><li>Question </li></ul>Which brand always consider your emotions?
  28. 28. <ul><li>Question </li></ul>Which brand make you cry?
  29. 29. <ul><li>Hypotheses </li></ul>It’s all about people and their experiences. Brands should facilitate conversations, act social, be relevant and earn trust.
  30. 30. <ul><li>Social Media | Four steps </li></ul><ul><li>Listening </li></ul><ul><li>What is being said? </li></ul><ul><li>Understand </li></ul><ul><li>Monitor </li></ul><ul><li>Presence </li></ul><ul><li>What can you offer? </li></ul><ul><li>Relevance </li></ul><ul><li>Setting up </li></ul><ul><li>Participate </li></ul><ul><li>What can you contribute? </li></ul><ul><li>Authentic </li></ul><ul><li>Imbedding </li></ul><ul><li>Involve </li></ul><ul><li>What have you earned? </li></ul><ul><li>Commitment </li></ul><ul><li>Partnership </li></ul>
  31. 31. <ul><li>More Cases </li></ul><ul><li>Social Media Campaigning </li></ul>
  32. 32. <ul><li>Work | </li></ul>
  33. 33. <ul><li>Work | </li></ul>How to create maximum awareness around animation movie Bolt with a limited budget? Target group Families with children Goal Awareness Time span 2 weeks
  34. 34. <ul><li>Work | </li></ul>
  35. 35. <ul><li>Work | </li></ul><ul><li>Results </li></ul><ul><li>109.800 unique visitors. </li></ul><ul><li>Over 200.000 game plays </li></ul><ul><li>210.000 tell-a-friend mails. </li></ul>
  36. 36. <ul><li>Work | </li></ul>Develop an interactive campaign evolving around Mickey’s Magical Year and balloons Target group Families with Children between 0 and 15 years old Goal Generate subscribers for the email database of Disneyland Resort Paris Time span 1 month
  37. 37. <ul><li>Work | </li></ul>
  38. 38. <ul><li>Work | </li></ul><ul><li>Results </li></ul><ul><li>98.500 unique visitors. </li></ul><ul><li>29.950 started games. </li></ul><ul><li>30.000 tell-a-friend mails. </li></ul><ul><li>40% opt-ins, 5.500 qualitative leads </li></ul>
  39. 39. Klaas Weima Managing Director 030-26318370 [email_address] @klaas_weima

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