1. Social Marketing Strategies
Engaging the Connected Customer
klaas@energize.nl | @klaasweima Rotterdam, April, 18th 2012

2. Hi! I am Klaas Weima.
I am founder of creative and digital
agency Energize. From our offices in
Amsterdam and Shanghai we create
campaigns worth sharing. We help
ambitious brands grow, including
KPN, Chiquita, Hi, KLM, Miffy and
SEAT.
Moreover, I am a proud father of
little my daughter May and (beware)
am highly energetic.
Introduction | Who am I? 2

3. Share your thoughts
@klaasweima
Introduction | Twitter 3

4. Steal or share on
Slideshare.com/klaas_weima
Introduction | SlideShare 4

5. Q: Who has a clear and shared
social marketing strategy?
Cracks in the Silo 5

6. 1 2 3
Cracks in the Silo Social Alternative Best Practices
What will I share? 6

7. 1. Cracks in the Silo
Cracks in the Silo 7

8. The silo of bought attention needs heavy maintenance. Brands
should not solely rely on buying attention per inch, pixel or second.
Cracks in the Silo 8

9. #1 More messages, less attention
Cracks in the Silo 9

10. People increasingly block commercial messages
Cracks in the Silo 10

11. #2 People, not sheeple
Cracks in the Silo 11

12. People watch what they want, when they want.
Cracks in the Silo 12

13. #3 More options, more stress
Cracks in the Silo 13

14. #2
People not sheeple
With Spotify I can choose over 13 million songs
Cracks in the Silo 14

15. #4 More Transparency, Less Credibility
Cracks in the Silo 15

16. Shopsavvy and Boodschapp are great shopping buddies
Cracks in the Silo 16

17. Tripadvisor is my best friend away from home.
Cracks in the Silo 17

18. #5
Advertisers are Afraid of Change
#5 Advertisers are Afraid of Change
Cracks in the Silo 18

19. Q: How much budget is spend
on bought attention in the
Netherlands?
Cracks in the Silo 19

20. #6 Old Models are Malfunctioning
Cracks in the Silo 20

21. My Journey Planner to earned attention approaches brand
communication from a hybrid perspective.
Cracks in the Silo 21

22. As a result, the silo of traditional brand
communication is cracking.
Brands should start talking with instead
of sending to people.
Cracks in the Silo 22

23. 2. Social Alternative
Social Alternative 23

24. Hybrid brand communications puts the
best ingredients of bought, relational
and earned attention in a blender.
Social Alternative 24

25. Blendtech’s iPad video was viewed 14.000.000 times on Youtube.
That’s almost the total population of the Netherlands.
Social Alternative 25

26. Bought attention
“Advertisers pay for the usage (rental)
of a medium to send their brand
message to their target audience”
Social Alternative 26

27. Relational attention
“Advertertiser use their own channels
to communicate their brand message
to their target audience”
Social Alternative 27

28. Earned attention
“People become a channel themselves
to share brand content, without the
direct influence of advertisers”
Social Alternative 28

29. Social Brand Communications is not
1. Free (sorry )
2. An ideal project for an internship
3. A temporarily fad
4. A new advertising channel
5. The exclusive playground of youngsters
Social Alternative 29

30. KPN’s introduction of iTV for the iPad was based on a earned social
strategy. Through 40 bloggers we reached 1,2 million people.
Social Alternative 30

31. Q: What are the three main
ingredients of effective social
brand communications?
Social Alternative 31

32. + +
Shareable Content Conversations Social Channels
Social Alternative 32

33. Contents need to be creative, authentic
and social.
Social Alternative 33

34. KLM keeps developing creative social activation campaigns. And
as a result generates much earned attention.
Social Alternative 34

35. McDonalds was’t really authentic in their #MDStories and
#Meethefarmers social campaign. It backfired on Twitter.
Social Alternative 35

36. Hi Chill & Charge concept is social. All campaigns fullfill to the
needs of their 2 million customers: ‘The Hi Society’
Social Alternative 36

37. 3. Best Practices
Best Practices 37

38. KPN
Best Practices 38

39. KPN offers Spotify Premium to their triple play-customers (voice,
tv, internet). How can we let people experience this new service?
Best Practices 39

40. Best Practices

41. Miffy
Best Practices 41

42. How can we increase brand awareness of the cartoon brand miffy
in China?
Best Practices

43. We brought miffy to life and let her travel around China
Best Practices 43

44. We started listening.
Best Practices 44

45. Beware. Western social platforms are blocked in China
Best Practices 45

46. We look at what the target group is saying about miffy; online and offline
Photo of offline research
We talked to youngsters online and offline.
Best Practices 46

47. We hired a conversation manager, our virtual miffy.
Best Practices

48. On a QQ campaign site anyone could invite miffy to travel to their
hometown by sending her a postcard.
Best Practices

49. After receiving postcards from all over China, the users decided
to which 3 cities miffy should travel.
Best Practices

50. Chengdu
In the 3 cities miffy surprised the winners by showing up on their
door step: Guahug uto never forget.
a ngzho
Dalian
Best Practices

51. Chengdu
While travelling, miffy shared photos, videos and updates with her
friends on Guangzhounetworks in real time.
social
Dalian
Best Practices

52. Chengdu
Miffy drawing events where organized in each city to extend the
reach of miffy’shou
Guangz visit
Best Practices 52

53. Buzz$volume$
The%amount%of%brand%conversa.ons%on%open%social%media%channels$
The$amount$of$online$ 275%
conversa4ons$about$
increase
miffy$exploded$over$
the$past$two$years$
Miffy%beat%compe.tor%Hello%Ki3y%in%
the%amount%of%buzz%and%ranks%#5%
online%cartoon%brand%
Best Practices 53

54. True Story from
Nanjing, China..
Chengdu
And somengzhou took miffy very seriously
Gua
fans
Dalian
Best Practices

55. Philips
Best Practices 55

56. Philips is shifting focus to healthcare (45% of revenu). To increase
the relation with healthcare pros, Philips created GetInsideHealth.
Best Practices 56

57. GetInsideHealth is a social CRM strategy, based on thought
leadership, relationship, insights and purchase intent.
Best Practices 57

58. Philips partnered with LinkedIn and created Innovation In Health-
groups. Currently, almost 55.000 members and NPS of 51.
Best Practices 58

59. Best Practices

60. ✓ ✓ ✓
Cracks in the Silo Social Alternative Best Practices
Summary 60

61. One more thing 
Social Alternative 61

62. Helps to prepare your brand on your journey to earned attention.

63. Questions?
Klaas Weima
klaas@energize.nl
+31 6 26 31 83 70
@klaasweima