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.

Business Technology

Frontiers in Marketing
That’saboutsocial media right?

@klaasweima May, 10th 2012

Hi, I am KlaasWeima

@KlaasWeima

Founder Energize | Blogger | China |
Online Tuesday | Digital Strategist |
AuthorEarnedAttention | Podcaster |
SparkCast | Father | Yogi |
PositiveMind | HighlyEnergetic

Introduction – Who I am
2

What I would like to share

earning something
cases
attention personal

Introduction – Agenda
3

#statement

“Digital media are dead”
are they?

Introduction – Discuss
4

#question

What are the three
main ingredients of
communication?

Earned Attention – Communication
6

You need…

content people attention

Earned Attention – Communication
7

Ok, the content landscape has changed

• Socialnetworking sites
• Second screen
content
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Locationbased services
• And much, much more

Earned Attention – Content
8

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

What about attention?

• Attention is increasingly scarce
• Bought attention is less effective
attention
• Needs to be earned!

Earned Attention – Attention
1
0

#question

How much budget is
spend on bought
attention in the US?

Earned Attention – Question
1
1

#statement

“Brands should act like
buddha’s”
should they?

Earned Attention – Statement
1
3

The Journey Planner

How – Journey Planner
15

#statement

“Most brands on
Facebook are addicted
to likes”
are they?

How – Statement
1
6

Source: The Empathy Map (XPLANE)

Cases – Miffy
22

3. Discover your method

social
storytelling experience
influence

meaning co-creation

Cases – Miffy
24

Listen, participate and activate

Cases – Miffy
25

4. Conversation etiquette

 Content = (creative + authentic + social)

Cases – Miffy
30

Creative requires openness and co-creation

Cases – Miffy
31

5. Optimal media-mix

bought owned earned

Cases – Miffy
32

6.Evaluate and optimize (social KPI’s)

Cases – Miffy
33

KPN

Source: NRC Handelsblad, May 10th 2012

Cases – KPN
35

And a lot of quotes worth sharing

Book
42

Pre-register: energize.nl/inschrijven/

Book
48

Questions?

@klaasweima
klaas@energize.nl

Book
49

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