The document provides an overview of Klaas Weima's presentation on earning attention in a media landscape dominated by social networks and user-generated content. The presentation outlines six steps to earn attention: 1) create personas, 2) define goals, 3) discover engagement methods like storytelling and co-creation, 4) establish conversation etiquette, 5) optimize media mix, and 6) evaluate and optimize. It emphasizes that brands must move beyond paid media and focus on creating valuable content to fuel positive conversations in order to earn attention from audiences.
Insurers' journeys to build a mastery in the IoT usage
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The Challenge - From Bought Media to Earned Attention
1. The Challenge
From Bought Media to Earned Attention
@klaasweima Graduate School of Communication, Amsterdam (Aug 8th, 2012)
2. Hi, I am Klaas Weima
@KlaasWeima
Founder Energize | Blogger | China |
Online Tuesday | Digital Strategist |
Author Earned Attention | Podcaster |
SparkCast | Father | Yogi | Positive
Mind | Highly Energetic
Introduction â Who I am
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3. What I would like to share
Battle of Journey
Little Quiz
Attention Planner
Introduction â Agenda
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37. #question
What are the three
main ingredients of
communication?
Earned Attention â Communication
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38. You needâŚ
media
content attention
people
Earned Attention â Communication
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39. Ok, the content landscape has changed
â˘âŻ Social networking sites
â˘âŻ Second screen
content
â˘âŻ Interactive tv/ DVRâs
â˘âŻ Mobile apps
â˘âŻ Blogs
â˘âŻ Location based services
â˘âŻ And much, much more
Earned Attention â Content
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40. The way people use media changed as well
â˘âŻ Socialize
media â˘âŻ Search
people â˘âŻ Snack
â˘âŻ Shop
â˘âŻ Tell and share stories
Source: Hans Veldhorst en Jeroen de Bakker (2007)
Earned Attention â People
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41. What about attention?
â˘âŻ Becomes increasingly scarce
â˘âŻ Bought attention is less effective
attention
â˘âŻ Needs to be earned!
Earned Attention â Attention
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1
42. Earned attention is about
â˘âŻ Brand behavior
(creative, authentic & social)
earned
attention â˘âŻ Creation of relevant content
â˘âŻ Listen, participate & activate
conversations
Earned Attention â What is it about
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45. Characteristics
â˘âŻ Is the outcome of brand behavior
Earned â˘âŻ Aims long term
Attention â˘âŻ Not about media, but people
â˘âŻ Fueled by content + conversations
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46. #definition
People share â without the use of
bought media â their enthusiasm
about brands with their social
network.
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6
58. 1. Create your personas
â˘âŻ Make a social and brand persona
â˘âŻ From mission to mantra
â˘âŻ Tool: Empathy Map
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59. What does the customer What does the customer
THINK & FEEL? SEE?
- What really counts Environment -
- Major preoccupations Friends -
- Worries and aspirations What the market offers -
What does the customer What does the customer
HEAR? SAY & DO?
- What friends say Attitude in public -
- What the boss says Appearance -
- What influencers say Behaviour towards others -
Fears Wants/needs
PAIN? Frustrations GAIN? Measures of success
Obstacles Obstacles
Source: The Empathy Map (XPLANE)
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60. #statement
People donât want to talk to a bike,
shoe or dishwasher.
They want to talk to the people
involved.
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63. 2. Define your goal
â˘âŻ âBegin with in the end in mindâ
â˘âŻ Ask yourself the why-question at least
three times
â˘âŻ Aid: Big Four Matrix
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76. 5. Optimize media-mix
â˘âŻ Paid media as accelerator
â˘âŻ Donât forget your own media
â˘âŻ The right social channels
â˘âŻ In the right mix
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77. The way the Turkish roll
#slimme communicatie (#smart
communication)
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