Presentation given at bpost Media & Social Day 29th of January 2013

1. RECRUITMENT
OR
LOYALTY?
JOKE CLAESSEN
BRAND RELATIONSHIP BUILDER
BPOST MEDIA&SOCIAL DAY, 29TH OF JANUARY 2013

2. RECRUITMENT
&
LOYALTY!
JOKE CLAESSEN
BRAND RELATIONSHIP BUILDER

3. TODAY WE ARE GOING TO TALK ABOUT GATEWAYS…

4. PEOPLE
have become the gateway to other
people, by their influence power in their
personal communities.
YOU

5. STORIES
are the gateway to your brand.

6. STORIES ABOUT
You

7. So we need to
BECOME
and
FIND
inspiring
STORYTELLERS

8. 1.
HOW TO FIND
THE MOST VALUABLE
TARGET GROUP
IN A
STORYTELLING
INFLUENCE
WORLD?

9. Our target is
no longer our
end destination.

10. Our target is
our entry point, our
gatekeeper
to his community.
He shares
our stories and
influences others.

11. High
Data!
core ambassadors
LIFETIME
OR
FINANCIAL
VALUE
misers influencers
High
SOCIAL VALUE

12. Look at what your target group “buys” or spends
&
Track their behavior: their sharing, telling, liking, forwarding, replying, …
IT’S ABOUT
BUILDING RICH CONVERSATIONS.
FROM PEOPLE TO PEOPLE TO PEOPLE

13. 2.
HOW TO BECOME
THE MOST INSPIRING
STORYTELLER
IN A
STORYTELLING
INFLUENCE
WORLD?

14. DON’T
UNDERESTIMATE
THE
POWER
OF
STORY-TELLING

15. You all write
stories…
Everyday.
Re-write them,
own them,
share them.

16. AUTHENTICITY
ADDED VALUE
RELEVANCE
ENTERTAINMENT
BE PERSONAL

17. Start from
consumer needs
er
n& pap &
e pe o media
Us d t
Use te
pe a dap device
lang ople’s
uag
e
Faci
lit
shar ate
ger ing
Trig tion
ac
i nter rsation
e
& conv
Have
a
strat story Create ONE
egy captivating
story

18. AND WHAT ABOUT THE BEST STORY
CHANNELS?

20. BUT BEWARE!

21. YOU ARE NOT
THE
AUDIENCE

22. YOU CAN ONLY BE
A RELEVANT TALKER
IF YOU ARE AN
INTERESTED
LISTENER.

23. THE END
JOKE CLAESSEN - BRAND RELATIONSHIP BUILDER
joke.claessen@telenet.be
#jokeclaessen 0475/347 496