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

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• 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

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• Socialize

• Search

• Snack

• Shop

• Tell and share stories

Earned Attention – People

What about attention?

attention

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• 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

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• 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

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“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

Book

Questions?

41

@klaasweimaklaas@energize.nl

Thanks for your attention