book launch earned attention

How to build a social brand? Earned Attention Launching Event – Consulate General

www.earnedattention.com April, 16th 2013

Hi, my name is Klaas!

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@KlaasWeima Founder Energize Amsterdam + Shanghai Blogger | Digital Strategist | Author Podcaster | Father | Yogi | Positive Mind Highly Energetic

How it al started…

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My talk will cover:

Journey Planner

Platform Battle of

Attention

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Question

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What are the three main characteristics of communication?

You need…

media people

content attention

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How?

Characteristics

Earned Attention

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•  Is about giving more than you take

•  Is not about media, but people

•  Is all about relationships

#definition

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People share – without the use of bought media – their enthusiasm about brands with their social network.

Battle of attention

#statement

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Brands addicted to paid media will lose the battle of attention. The old model isn’t working anymore.

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1. More messages, less attention

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2. People not sheeple

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3. More stress to make a choice

14,3 billion

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4. More transparency, less credibility

Journey Planner

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How to build a social brand?

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1. Create your personas

•  Make a social and brand persona

•  From mission to mantra

•  Tool: Empathy Map

#statement

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People don’t want to talk to a bike, shoe or dishwasher. They want to talk to the people involved.

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2. Define your goal

•  ‘Begin with in the end in mind’

•  Ask yourself the why-question at least three times

•  Big Four Matrix

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3. Discover your method

•  Storytelling

•  Experience

•  Social influence

•  Meaning

•  Co-creation

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Pepsi - Bringing Happiness Home #storytelling

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Dove Chocolates #experience

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Free Your Night Side (Lee) #social influence

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People’s Car (VW) #co-creation

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4. Conversation etiquette

•  J content = J positive conversations

•  J content = creative + authentic + social

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A way to respond #bodyform

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5. Optimize media-mix

•  Paid media as accelerator

•  Don’t forget your own media

•  The right social channels

•  f(x) = paid + owned + earned

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6. Evaluate and optimize

•  Define social media-KPI’s

•  Design a dashboard

•  Optimize real-time

Platform

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In short

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Summary

Journey Planner

Platform Battle of

Attention

Questions?

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@klaasweima klaas@energize.nl

Thanks for your attention!