This document summarizes Klaas Weima's presentation on earning attention for brands in the post-digital age. The presentation covers developing brand personas, defining goals, discovering engagement methods like storytelling and co-creation, following conversation etiquette, optimizing paid/owned/earned media, and evaluating results. Key takeaways include working hard to earn attention through authentic and transparent conversations that add value to followers.

1. The Power of Earned Attention
Building Brands in the Post Digital Age
@klaasweima | www.earnedattention.com October, 23rd 2014

2. Hi, I am Klaas!
2
@KlaasWeima
Founder Energize | Blogger | Brand
Strategist | Author Earned Attention |
SoDA | Entrepreneurial Organisation |
Podcaster | Speaker | Father | Yogi |
Positive Mind | Highly Energetic

3. Tweet and Win!
3
“You can't build a
reputation on what you
are going to do.”
#earnedattention

4. My talk will cover:
Battle of
Attention
Journey
Planner
Warm-Up
4

5. 5
What about your reputation?
#Quiz

6. Question 1.
The top 3 best social brands in
the Nederlands are:
A. ING / Rabobank /
ABN AMRO
B. Rabobank / ING /
ABN AMRO

7. Question 2.

8. Question 2.
A. More than 250
B. Less than 250
Newsjacking is hot.
How many shares did this
picture from Centraal Beheer
Achmea get?

9. Question 3.
The NS Webcare team
consists of 28 people.
A. True
B. Not true

10. Question 4.
Who of you has earned the 500+
Batch on LinkedIn?
A. Lonneke Aanraad, Jeroen
en Ramon Renger
B. Hans van Avendonk,
Ramon Renger en Erik
Paulis

12. Question 5.
Being authentic is the most
important marketing trend of
2014.
A. True
B. Not true

13. Question 5.

14. Question 6.
The average amount of followers
per person on Twitter of this group
is:
A. 108
B. 292

15. Question 7.
A. 23%
B. 30%
Which percentage of brands
indicate that their content &
conversation strategy is aiming
to generate leads?

17. Question 8.
How many views did this KPN
video earn?
A. Less than
250.000
B. More than
250.000

18. Question 9.
Which percentage of
consumer reply’s on branded
pages are on weekdays
outside office hours.
A. 31%
B. 55%

19. Question 10.
A. Haagse Hogeschool
B. Hogeschool
Nijmegen/Arnhem
Which University has the most
likes on Facebook?

20. Vraag 10.
Het belangrijkste motief om
online een klacht te plaatsen is
om negatieve gevoelens te uiten.

21. Refresh!

22. #question
22
What are the three
main ingredients of
communication?

23. You need…
content media attention
23

24. #question
Chat with your
neighbor and define
earned attention in 60
seconds.
24

25. #definition
Communication strategy centering
around a consistent flow of content
and conversations that stimulate
people to talk with brands and
share their enthusiasm with their
social network.
25

26. Battle of attention

27. #statement
Brands which are solely dependent
on paid media will lose the battle
of attention. The old model isn’t
working anymore.
27

28. 2
8
1. More incentives,
less attention

29. 2
9
2. People not sheeple

30. 3
0
People decide themselves what, where
and how they consume content.

31. 3
1
3. More stress to make a choice
366.848.493

32. Channel Clutter. The abundance of
choice.

33. 3
3
4. More transparency, less credibility

34. Where can I get the best deal for
Avatar?

35. How to earn attention?

37. 37
The journey planner helps J

38. 38
1. Create your personas
• Social brands act like humans
• What is your brand’s character?
• Tool: Empathy Map

39. 39
Source: The Empathy Map (XPLANE)

40. 40
It’s all about the people.

41. 41
2. Define your goal
• ‘Begin with in the end in mind’
• Ask yourself ‘why’ at least three times
• Tool: Big Four Matrix

42. 42
Bron: Verdiende Aandacht, Energize

43. 43
3. Discover your method
• It’s all about acts, not ads!
• Deliver proof, not promises.
• And choose a matching tactic.
• Storytelling, co-creation, social
influence, etc

44. 44
New-fashioned way of
watching TV
#social influence

45. 45
Nijntje en KLM
#beleving

47. 47
4. Conversation etiquette
• J content = J positive conversations
• J content = creative
• J content = authentic
• J content = social

48. 48
O2 on Twitter
#funny

49. 49
O2 on Twitter
#human

50. 50
O2 on Twitter
#realtime

51. 51
5. Optimize media-mix
• Paid media as accelerator
• Don’t forget your own media
• The right social channels
• f(x) = paid + owned + earned

52. 52

53. 53
6. Evaluate and optimize
• Define social media-KPI’s
• Design a dashboard
• Optimize real-time

54. 54
Klipfolio & Gecko Boards
#realtime metrics

55. In short

56. Take-away points
5 Pointers
1. Work hard to earn attention
2. Act as a person
3. Be honest and transparent
4. Dare to make mistakes
5. Become a real-time company

57. 1 CREATE YOUR PERSONA’S 2 DEFINE YOUR GOAL
WHAT EXACTLY DO WE WANT TO ACHIEVE?
Who are we talking to?
+ Ask yourself “why” atleast 3 times.
+ Add focus.
+ Make sure all your goals are SMART.
4 FOLLOW THE CONVERSATION ETIQUETTE
SOCIAL PERSONA
Who are we talking to?
+ Brainstorm about the different types of clients you serve.
+ Create a profile for each of them.
+ Describe their mentality.
BRAND PERSONA
Who are we?
+ Describe your mantra.
+ Select your core values.
+ Describe your mentality.
3 DISCOVER YOUR METHOD
5 CHOOSE AN OPTIMAL MEDIA MIX 6 EVALUATE AND OPTIMIZE
BOUGHT MEDIA
Which bought media do we choose as an accelerant?
+ On which channels is your social persona active?
+ Make sure your media mix is well balanced.
SOCIAL MEDIA
Which social media do we choose and why?
+ On which channels is your social persona active?
+ Make sure it fits your brand.
+ Make sure your WWHWWW-questions are correct.
OWNED MEDIA
Which owned channels can we use?
+ Make sure you have a well balanced integration between your
off and online channels.
EVALUATE
How do we measure if we are on the right track?
+ Get your Social Media KPI’s in order.
+ Create a dashboard.
+ Establish a measurement system.
OPTIMIZE
In which ways can we optimize the results?
+ The start is the beginning.
+ Evaluate on a regular basis.
+ Keep optimizing according to results.
WORKSHEET PLANNER TO EARNED ATTENTION™
EARNEDATTENTION.COM
THIS WORK IS LICENSED UNDER THE CREATIVE COMMONS ATTRIBUTION-SHARE ALIKE 3.0 UNPORTED LICENSE.
TO VIEW A COPY OF THIS LICENSE, VISIT HTTP://CREATIVECOMMONS.ORG/LICENSES/BY-SA/3.0/ Brand Team Date
STORYTELLING
Can we tell a convincing story about our brand?
EXPERIENCE
Can we create an unforgettable experience?
SOCIAL INFLUENCE
Can we involve influential individuals?
MEANING
Can we have a meaningful impact on our
society?
CO-CREATION
Can we involve people from outside our
organisation to generate value?
CREATIVE
Are we relevant and distinctive?
+ Whats your added value?
+ What is it that makes your content unique?
+ Would your persona share this with his friends?
AUTHENTIC
Are we real and credible?
+ Does my content fit my brand persona?
+ Will i keep my promises?
+ How can i make it personal?
SOCIAL
Do we give more than we take?
+ Is it a equivalent dialog?
+ Is it a natural dialog?
+ Do i give unconditional?
57
earnedattention.com

58. Did you tweet?
klaas@energize.nl

59. Thanks for your attention!