book launch earned attention
Post on 21-Oct-2014
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During the Dutch Week in Shanghai, I launched my book Earned Attention at the Dutch Consulate General. The presentation covers the main highlights of my book and describes the 'journey planner' how to build a social brand. In the talk, I cover several examples and best practices by both Western and Chinese brands. More information on the topic can be found at: www.earnedattention.comTRANSCRIPT
How to build a social brand? Earned Attention Launching Event – Consulate General
www.earnedattention.com April, 16th 2013
Hi, my name is Klaas!
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@KlaasWeima Founder Energize Amsterdam + Shanghai Blogger | Digital Strategist | Author Podcaster | Father | Yogi | Positive Mind Highly Energetic
How it al started…
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My talk will cover:
Journey Planner
Platform Battle of
Attention
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Question
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What are the three main characteristics of communication?
You need…
media people
content attention
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How?
Characteristics
Earned Attention
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• Is about giving more than you take
• Is not about media, but people
• Is all about relationships
#definition
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People share – without the use of bought media – their enthusiasm about brands with their social network.
Battle of attention
#statement
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Brands addicted to paid media will lose the battle of attention. The old model isn’t working anymore.
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1. More messages, less attention
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2. People not sheeple
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3. More stress to make a choice
14,3 billion
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4. More transparency, less credibility
Journey Planner
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How to build a social brand?
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1. Create your personas
• Make a social and brand persona
• From mission to mantra
• Tool: Empathy Map
#statement
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People don’t want to talk to a bike, shoe or dishwasher. They want to talk to the people involved.
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2. Define your goal
• ‘Begin with in the end in mind’
• Ask yourself the why-question at least three times
• Big Four Matrix
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3. Discover your method
• Storytelling
• Experience
• Social influence
• Meaning
• Co-creation
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Pepsi - Bringing Happiness Home #storytelling
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Dove Chocolates #experience
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Free Your Night Side (Lee) #social influence
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People’s Car (VW) #co-creation
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4. Conversation etiquette
• J content = J positive conversations
• J content = creative + authentic + social
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A way to respond #bodyform
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5. Optimize media-mix
• Paid media as accelerator
• Don’t forget your own media
• The right social channels
• f(x) = paid + owned + earned
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6. Evaluate and optimize
• Define social media-KPI’s
• Design a dashboard
• Optimize real-time
Platform
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In short
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Summary
Journey Planner
Platform Battle of
Attention
Thanks for your attention!