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
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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
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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
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