Earning Attention in the Age of the Connected Customer
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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.
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Earning Attention in the Age of the Connected Customer
- 1. Frontiers in Marketing That’saboutsocial media right? @klaasweima May, 10th 2012
- 2. Hi, I am KlaasWeima @KlaasWeima Founder Energize | Blogger | China | Online Tuesday | Digital Strategist | AuthorEarnedAttention | Podcaster | SparkCast | Father | Yogi | PositiveMind | HighlyEnergetic Introduction – Who I am 2
- 3. What I would like to share earning something cases attention personal Introduction – Agenda 3
- 4. #statement “Digital media are dead” are they? Introduction – Discuss 4
- 6. #question What are the three main ingredients of communication? Earned Attention – Communication 6
- 7. You need… content people attention Earned Attention – Communication 7
- 8. Ok, the content landscape has changed • Socialnetworking sites • Second screen content • Interactive tv/ DVR’s • Mobile apps • Blogs • Locationbased services • And much, much more Earned Attention – Content 8
- 9. People’s media behavior changed as well • Socialize sheeple • Search people • Snack • Shop • Tell and sharestories Source: Hans Veldhorst en Jeroen de Bakker (2007) Earned Attention – People 9
- 10. What about attention? • Attention is increasingly scarce • Bought attention is less effective attention • Needs to be earned! Earned Attention – Attention 1 0
- 11. #question How much budget is spend on bought attention in the US? Earned Attention – Question 1 1
- 12. Earned attention is about • Brand behavior (creative, authentic & social) earned attention • Creation of relevant content • Listen, participate & activate conversations • PR 2.0, viral marketing and word-of-mouth combined Earned Attention – What is it about 12
- 13. #statement “Brands should act like buddha’s” should they? Earned Attention – Statement 1 3
- 14. How?
- 15. The Journey Planner How – Journey Planner 15
- 16. #statement “Most brands on Facebook are addicted to likes” are they? How – Statement 1 6
- 17. cases
- 18. meet miffy! Cases – Miffy 18
- 19. meet miffy! Cases – Miffy 19
- 20. About China Cases – Miffy 20
- 21. 1. Create social and brand persona’s Cases – Miffy 21
- 22. Source: The Empathy Map (XPLANE) Cases – Miffy 22
- 23. 2. Define your goal Three phases: increase 1. Building fan community awareness 2. increase brand engagement 3. stimulate sales Cases – Miffy 23
- 24. 3. Discover your method social storytelling experience influence meaning co-creation Cases – Miffy 24
- 25. Listen, participate and activate Cases – Miffy 25
- 26. experience Cases – Miffy 26
- 27. experience Cases – Miffy 27
- 28. experience Cases – Miffy 28
- 29. Realtime marketing Cases – Miffy 29
- 30. 4. Conversation etiquette Content = (creative + authentic + social) Cases – Miffy 30
- 31. Creative requires openness and co-creation Cases – Miffy 31
- 32. 5. Optimal media-mix bought owned earned Cases – Miffy 32
- 33. 6.Evaluate and optimize (social KPI’s) Cases – Miffy 33
- 34. Results 1. Over 275% increase in brand 5th largest conversations online cartoon 2. Engagement on daily level brand in China 3. Launch of flagship store Cases – Miffy 34
- 35. KPN Source: NRC Handelsblad, May 10th 2012 Cases – KPN 35
- 36. KPN Cases – Miffy 36
- 41. 40 inspiring cases, including Book 41
- 42. And a lot of quotes worth sharing Book 42
- 43. It’s notjust a book
- 44. It’s also… Book 44
- 47. One more thing
- 49. Questions? @klaasweima klaas@energize.nl Book 49