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Keynote presentation given by Klaas Weima on April 18th for the Marketing Strategies Executive Course at the Rotterdam School of Management. The presentation discusses the fundamental shift taking place from traditional bought attention per pixel and inch to earned attention. Klaas clarifies his theory with rich examples, including Spotify, Miffy and Philips.
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Social Marketing StrategiesEngaging the Connected Customer
Rotterdam, April, 18th [email protected] | @klaasweima
Introduction | Who am I? 2
Hi! I am Klaas Weima.
I am founder of creative and digital agency Energize. From
our offices in Amsterdam and Shanghai we create
campaigns worth sharing. We help ambitious brands grow,
including KPN, Chiquita, Hi, KLM, Miffy and SEAT.
Moreover, I am a proud father of little my daughter May and
(beware) am highly energetic.
3
Share your thoughts
@klaasweima
Introduction | Twitter
4
Steal or share on
Slideshare.com/klaas_weima
Introduction | SlideShare
Q: Who has a clear and shared social marketing strategy?
5Cracks in the Silo
6What will I share?
2
Social Alternative
1
Cracks in the Silo
3
Best Practices
1. Cracks in the Silo
7Cracks in the Silo
8Cracks in the Silo
The silo of bought attention needs heavy maintenance. Brands should not solely rely on buying attention per inch,
pixel or second.
9Cracks in the Silo
#1 More messages, less attention
10Cracks in the Silo
People increasingly block commercial messages
11Cracks in the Silo
#2 People, not sheeple
12Cracks in the Silo
People watch what they want, when they want.
13Cracks in the Silo
#3 More options, more stress
14Cracks in the Silo
#2People not sheeple
With Spotify I can choose over 13 million songs
15Cracks in the Silo
#4 More Transparency, Less Credibility
16Cracks in the Silo
Shopsavvy and Boodschapp are great shopping buddies
17Cracks in the Silo
Tripadvisor is my best friend away from home.
18Cracks in the Silo
#5Advertisers are Afraid of Change
#5 Advertisers are Afraid of Change
Q: How much budget is spend on bought attention in the Netherlands?
19Cracks in the Silo
20Cracks in the Silo
#6 Old Models are Malfunctioning
21Cracks in the Silo
My Journey Planner to earned attention approaches brand communication from a hybrid perspective.
As a result, the silo of traditional brand communication is cracking.
Brands should start talking with instead of sending to people.
22Cracks in the Silo
2. Social Alternative
23Social Alternative
Hybrid brand communications puts the best ingredients of bought, relational and earned attention in a blender.
24Social Alternative
25Social Alternative
Blendtech’s iPad video was viewed 14.000.000 times on Youtube. That’s almost the total population of the
Netherlands.
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Bought attention
“Advertisers pay for the usage (rental) of a medium to send their brand message to their target audience”
Social Alternative
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Relational attention
“Advertertiser use their own channels to communicate their brand message to their target audience”
Social Alternative
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Earned attention
“People become a channel themselves to share brand content, without the direct influence of advertisers”
Social Alternative
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1. Free (sorry )
2. An ideal project for an internship
3. A temporarily fad
4. A new advertising channel
5. The exclusive playground of youngsters
Social Brand Communications is not
Social Alternative
30Social Alternative
KPN’s introduction of iTV for the iPad was based on a earned social strategy. Through 40 bloggers we reached 1,2
million people.
Q: What are the three main ingredients of effective social brand communications?
31Social Alternative
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ConversationsShareable Content
+ +
Social Channels
Social Alternative
Contents need to be creative, authentic and social.
33Social Alternative
34Social Alternative
KLM keeps developing creative social activation campaigns. And as a result generates much earned
attention.
35Social Alternative
McDonalds was’t really authentic in their #MDStories and #Meethefarmers social campaign. It backfired on
Twitter.
36Social Alternative
Hi Chill & Charge concept is social. All campaigns fullfill to the needs of their 2 million customers: ‘The Hi
Society’
Best Practices
3. Best Practices
37
Best Practices
KPN
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KPN offers Spotify Premium to their triple play-customers (voice, tv, internet). How can we let people
experience this new service?
Best Practices
Best Practices
Best Practices
Miffy
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How can we increase brand awareness of the cartoon brand miffy in China?
Best Practices
43Best Practices
We brought miffy to life and let her travel around China
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We started listening.
Best Practices
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Beware. Western social platforms are blocked in China
Best Practices
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• We look at what the target group is saying about miffy; online and offline
• Photo of offline research
Best Practices
We talked to youngsters online and offline.
We hired a conversation manager, our virtual miffy.
Best Practices
Best Practices
On a QQ campaign site anyone could invite miffy to travel to their hometown by sending her a postcard.
Best Practices
After receiving postcards from all over China, the users decided to which 3 cities miffy should travel.
Best Practices
Chengdu
Guangzhou
Dalian
In the 3 cities miffy surprised the winners by showing up on their door step: a hug to never forget.
Chengdu
Guangzhou
Dalian
While travelling, miffy shared photos, videos and updates with her friends on social networks in real time.
Best Practices
52Best Practices
Chengdu
Guangzhou
Miffy drawing events where organized in each city to extend the reach of miffy’s visit
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Buzz volume
Miffy beat competitor Hello Kitty in the amount of buzz and
ranks #5 online cartoon brand
275%
increase
The amount of online conversations
about miffy exploded over the past
two years
The amount of brand conversations on open social media channels
Best Practices
True Story from
Nanjing, China..
Chengdu
Guangzhou
Dalian
And some fans took miffy very seriously
Best Practices
Best Practices
Philips
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Philips is shifting focus to healthcare (45% of revenu). To increase the relation with healthcare pros, Philips
created GetInsideHealth.
Best Practices
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GetInsideHealth is a social CRM strategy, based on thought leadership, relationship, insights and purchase
intent.
Best Practices
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Philips partnered with LinkedIn and created Innovation In Health-groups. Currently, almost 55.000 members
and NPS of 51.
Best Practices
Best Practices
60Summary
✓
Social Alternative
✓
Cracks in the Silo
✓
Best Practices
One more thing
61Social Alternative
Helps to prepare your brand on your journey to earned attention.