From Bought to Earned Attention
description
Transcript of From Bought to Earned Attention
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Noordhoff Expert ClassFrom bought media to earned attention
@klaasweima June, 7th 2012
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Introduction – Who I am
Hi, I am Klaas Weima
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@KlaasWeima
Founder Energize | Blogger | China | Online Tuesday | Digital Strategist | Author Earned Attention | Podcaster | SparkCast | Father | Yogi | Positive Mind | Highly Energetic
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What I would like to share
journey planner
caseearning
attention
3Introduction – Agenda
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#statement
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“Digital media are dead”
are they?
Introduction – Discuss
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earned attention
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#question
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What are the three main ingredients of communication?
Earned Attention – Communication
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You need…
peoplecontent attention
7Earned Attention – Communication
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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
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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
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What about attention?
attention
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• Attention is increasingly scarce
• Bought attention is less effective
• Needs to be earned!
Earned Attention – Attention
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#question
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How much budget is spend on bought attention in the US?
Earned Attention – Question
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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
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Earned Attention – Statement
#statement
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“Social media do not exist.”
Do they?
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How?
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How – Journey Planner16
The Journey Planner
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How – Statement
#statement
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“Most brands on Facebook are
addicted to likes”are they?
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case
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Cases – Miffy20
meet miffy!
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Cases – Miffy21
meet miffy!
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Cases – Miffy22
About China
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Cases – Miffy23
1. Create social and brand persona’s
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Cases – Miffy24
Source: The Empathy Map (XPLANE)
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Cases – Miffy25
increase awareness
Three phases:
1. Building fan community
2. increase brand engagement
3. stimulate sales
2. Define your goal
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Cases – Miffy26
3. Discover your method
storytelling
experience
social influence
meaning co-creation
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Cases – Miffy27
Listen, participate and activate
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Cases – Miffy28
experience
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Cases – Miffy29
experience
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Cases – Miffy30
experience
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Cases – Miffy31
Realtime marketing
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Cases – Miffy32
4. Conversation etiquette
Content = (creative + authentic + social)
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Cases – Miffy33
Creative requires openness and co-creation
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Cases – Miffy34
5. Optimal media-mix
bought owned earned
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Cases – Miffy35
6.Evaluate and optimize (social KPI’s)
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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
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Learn more?
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38Platform – blog
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39Platform – iPhone
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40Platform – iPad
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Thanks for your attention