1. EarnedAttention
Sneak Preview – EnergizingBreakfast
@klaasweima May, 8th 2012

2. What I would like to share
journey
background book
planner
2

3. How it all started
Background – the art of the start
3

4. He’s responsible 
Background –across the sound
4

6. Communication has three basic ingredients
content people attention
Background – communication
6

7. Ok, the content landscape has changed
• Socialnetworking sites
• Second screen
content
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Locationbased services
• And more
Background – content
7

8. People’s media behavior changed as well
• Socialize
sheeple • Search
people • Snack
• Shop
• Tell and sharestories
Source: Hans Veldhorst en Jeroen de Bakker (2007)
Background – behavior
8

9. What about attention?
• Attention is increasingly scarce
• Bought attention is less effective
attention
• Needs to be earned!
Background – attention
9

10. Earned attention is about
• Creation of relevant content
earned • Listen, participate & activate
attention conversations
• Brand behavior
(creative, authentic & social)
• PR 2.0, viral marketing and
word-of-mouth combined
Background – attention
10

11. How?

14. The Journey Planner
Agenda
14

15. 40 inspiring cases, including
Agenda
15

16. And a lot of quotes worth sharing
Agenda
16

17. It’s notjust a book

18. It’s also…
Agenda
19

21. One more thing

22. Pre-register: energize.nl/inschrijven/
Agenda
23

23. Thanksforyourattention