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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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Noordhoff Expert ClassFrom bought media to earned attention
@klaasweima June, 7th 2012
Introduction – Who I am
Hi, I am Klaas Weima
2
@KlaasWeima
Founder Energize | Blogger | China | Online Tuesday | Digital Strategist | Author Earned Attention | Podcaster | SparkCast | Father | Yogi | Positive Mind | Highly Energetic
What I would like to share
journey planner
caseearning
attention
3Introduction – Agenda
#statement
4
“Digital media are dead”
are they?
Introduction – Discuss
earned attention
#question
6
What are the three main ingredients of communication?
Earned Attention – Communication
You need…
peoplecontent attention
7Earned Attention – Communication
Ok, the content landscape has changed
content
8
• Social networking sites
• Second screen
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Location based services
• And much, much more
Earned Attention – Content
Source: Hans Veldhorst en Jeroen de Bakker (2007)
People’s media behavior changed as well
sheeplepeople
9
• Socialize
• Search
• Snack
• Shop
• Tell and share stories
Earned Attention – People
What about attention?
attention
10
• Attention is increasingly scarce
• Bought attention is less effective
• Needs to be earned!
Earned Attention – Attention
#question
11
How much budget is spend on bought attention in the US?
Earned Attention – Question
Earned attention is about
earned attention
12
• Brand behavior (creative, authentic & social)
• Creation of relevant content
• Listen, participate & activate conversations
• PR 2.0, viral marketing and word-of-mouth combined
Earned Attention – What is it about
Earned Attention – Statement
#statement
13
“Social media do not exist.”
Do they?
How?
How – Journey Planner16
The Journey Planner
How – Statement
#statement
18
“Most brands on Facebook are
addicted to likes”are they?
case
Cases – Miffy20
meet miffy!
Cases – Miffy21
meet miffy!
Cases – Miffy22
About China
Cases – Miffy23
1. Create social and brand persona’s
Cases – Miffy24
Source: The Empathy Map (XPLANE)
Cases – Miffy25
increase awareness
Three phases:
1. Building fan community
2. increase brand engagement
3. stimulate sales
2. Define your goal
Cases – Miffy26
3. Discover your method
storytelling
experience
social influence
meaning co-creation
Cases – Miffy27
Listen, participate and activate
Cases – Miffy28
experience
Cases – Miffy29
experience
Cases – Miffy30
experience
Cases – Miffy31
Realtime marketing
Cases – Miffy32
4. Conversation etiquette
Content = (creative + authentic + social)
Cases – Miffy33
Creative requires openness and co-creation
Cases – Miffy34
5. Optimal media-mix
bought owned earned
Cases – Miffy35
6.Evaluate and optimize (social KPI’s)
Cases – Miffy36
Results
5th largest online
cartoon brand in
China
1. Over 275% increase in brand conversations
2. Engagement on daily level
3. Launch of flagship store
Learn more?
38Platform – blog
39Platform – iPhone
40Platform – iPad
Thanks for your attention