earning attention in the age of the connected customer
DESCRIPTION
Annually, marketers spend 450 billion dollar on bought media attention. Every 11 seconds of the time we are awake, we get exposed to an advertising message. As a result, people zap, skip and block messages and bought brand attention looses its glory. In this talk for the top Graduate Students and Alumni at the Erasmus University Rotterdam I discuss the powerful concept of Earned Attention. The presentation describes an alternation path to building brands in the digital age. Brands that remain fixated on buying attention per second, inch or pixel will loose the battle of attention. Tomorrow’s effective brands prefer to talk with instead of to people. They activate their fans and create content worth sharing. This results in authentic brand conversations, whereas people become media themselves.TRANSCRIPT
Frontiers in MarketingThat’s about social media right?
@klaasweima May, 10th 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
something personal
casesearning
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
8
• 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
9
• Socialize
• Search
• Snack
• Shop
• Tell and share stories
Earned Attention – People
What about attention?
attention
10
• 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
12
• 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
13
“Brands should act like buddha’s”
should they?
How?
How – Journey Planner15
The Journey Planner
How – Statement
#statement
16
“Most brands on Facebook are
addicted to likes”are they?
cases
Cases – Miffy18
meet miffy!
Cases – Miffy19
meet miffy!
Cases – Miffy20
About China
Cases – Miffy21
1. Create social and brand persona’s
Cases – Miffy22
Source: The Empathy Map (XPLANE)
Cases – Miffy23
increase awareness
Three phases:
1. Building fan community
2. increase brand engagement
3. stimulate sales
2. Define your goal
Cases – Miffy24
3. Discover your method
storytelling
experience
social influence
meaning co-creation
Cases – Miffy25
Listen, participate and activate
Cases – Miffy26
experience
Cases – Miffy27
experience
Cases – Miffy28
experience
Cases – Miffy29
Realtime marketing
Cases – Miffy30
4. Conversation etiquette
Content = (creative + authentic + social)
Cases – Miffy31
Creative requires openness and co-creation
Cases – Miffy32
5. Optimal media-mix
bought owned earned
Cases – Miffy33
6.Evaluate and optimize (social KPI’s)
Cases – Miffy34
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
Cases – KPN35
KPN
Source: NRC Handelsblad, May 10th 2012
Cases – Miffy36
KPN
something personal
Book41
40 inspiring cases, including
42
And a lot of quotes worth sharing
Book
It’s not just a book
Book44
It’s also…
One more thing
Book48
Pre-register: energize.nl/inschrijven/
Thanks for your attention