sneak preview earned_attention_final

Earned AttentionSneak Preview – Energizing Breakfast

@klaasweima May, 8th 2012

What I would like to share

bookbackgroundjourney planner

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Background – the art of the start

How it all started

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Background – across the sound

He’s responsible

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Background – communication

Communication has three basic ingredients

peoplecontent attention

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Background – content

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 more

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

Background – behavior

What about attention?

attention

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• Attention is increasingly scarce

• Bought attention is less effective

• Needs to be earned!

Background – attention

Earned attention is about

earned attention

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• Creation of relevant content

• Listen, participate & activate conversations

• Brand behavior (creative, authentic & social)

• PR 2.0, viral marketing and word-of-mouth combined

Background – attention

How?

Agenda14

The Journey Planner

Agenda15

40 inspiring cases, including

Agenda16

And a lot of quotes worth sharing

It’s not just a book

Agenda19

It’s also…

One more thing

Agenda23

Pre-register: energize.nl/inschrijven/

Thanks for your attention