The Power of Earned Attention Building Brands in the Post Digital Age

@klaasweima | www.earnedattention.com October, 23rd 2014

Hi, I am Klaas!

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@KlaasWeima Founder Energize | Blogger | Brand Strategist | Author Earned Attention | SoDA | Entrepreneurial Organisation | Podcaster | Speaker | Father | Yogi | Positive Mind | Highly Energetic

Tweet and Win!

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“You can't build a reputation on what you are going to do.” #earnedattention

My talk will cover:

Battle of Attention

Journey Planner

Warm-Up

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What about your reputation? #Quiz

Question 1.

The top 3 best social brands in the Nederlands are:

A. ING / Rabobank / ABN AMRO

B. Rabobank / ING /

ABN AMRO

Question 2.

Question 2.

A. More than 250

B. Less than 250

Newsjacking is hot.

How many shares did this picture from Centraal Beheer Achmea get?

Question 3.

The NS Webcare team consists of 28 people.

A. True B. Not true

Question 4.

Who of you has earned the 500+

Batch on LinkedIn?

A.  Lonneke Aanraad, Jeroen en Ramon Renger

B. Hans van Avendonk,

Ramon Renger en Erik Paulis

Question 5.

Being authentic is the most

important marketing trend of

2014.

A. True B. Not true

A) Waar

B) Niet waar

Question 5.

Question 6.

The average amount of followers

per person on Twitter of this group

is:

A. 108 B. 292

Question 7.

A. 23% B. 30%

Which percentage of brands indicate that their content & conversation strategy is aiming to generate leads?

Question 8.

How many views did this KPN video earn?

A. Less than 250.000

B. More than

250.000

Question 9.

Which percentage of consumer reply’s on branded pages are on weekdays outside office hours.

A. 31% B. 55%

Question 10.

A. Haagse Hogeschool B. Hogeschool

Nijmegen/Arnhem

Which University has the most likes on Facebook?

Het belangrijkste motief om

online een klacht te plaatsen is

om negatieve gevoelens te uiten.

Vraag 10.

Refresh!

#question

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What are the three main ingredients of communication?

You need…

media content attention

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#question

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Chat with your neighbor and define earned attention in 60 seconds.

#definition

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Communication strategy centering around a consistent flow of content and conversations that stimulate people to talk with brands and share their enthusiasm with their social network.

Battle of attention

#statement

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Brands which are solely dependent on paid media will lose the battle of attention. The old model isn’t working anymore.

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1. More incentives, less attention

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2. People not sheeple

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People decide themselves what, where

and how they consume content.

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3. More stress to make a choice

366.848.493

Channel Clutter. The abundance of

choice.

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4. More transparency, less credibility

Where can I get the best deal for

Avatar?

How to earn attention?

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The journey planner helps J

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1. Create your personas

•  Social brands act like humans

•  What is your brand’s character?

•  Tool: Empathy Map

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Source: The Empathy Map (XPLANE)

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It’s all about the people.

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2. Define your goal

•  ‘Begin with in the end in mind’

•  Ask yourself ‘why’ at least three times

•  Tool: Big Four Matrix

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Bron: Verdiende Aandacht, Energize

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3. Discover your method

•  It’s all about acts, not ads!

•  Deliver proof, not promises.

•  And choose a matching tactic.

•  Storytelling, co-creation, social influence, etc

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New-fashioned way of watching TV #social influence

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Nijntje en KLM #beleving

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4. Conversation etiquette

•  J content = J positive conversations

•  J content = creative

•  J content = authentic

•  J content = social

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O2 on Twitter #funny

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O2 on Twitter #human

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O2 on Twitter #realtime

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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

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Klipfolio & Gecko Boards #realtime metrics

In short

Take-away points

5 Pointers

1.  Work hard to earn attention

2.  Act as a person

3.  Be honest and transparent

4.  Dare to make mistakes

5.  Become a real-time company

4 FOLLOW THE CONVERSATION ETIQUETTE

1 CREATE YOUR PERSONA’S 2 DEFINE YOUR GOAL

3 DISCOVER YOUR METHOD

5 CHOOSE AN OPTIMAL MEDIA MIX 6 EVALUATE AND OPTIMIZE

SOCIAL PERSONA

Who are we talking to?

+ Brainstorm about the different types of clients you serve.

+ Create a profile for each of them.

+ Describe their mentality.

BRAND PERSONA

Who are we?

+ Describe your mantra.

+ Select your core values.

+ Describe your mentality.

WHAT EXACTLY DO WE WANT TO ACHIEVE?

Who are we talking to?

+ Ask yourself “why” atleast 3 times.

+ Add focus.

+ Make sure all your goals are SMART.

BOUGHT MEDIA

Which bought media do we choose as an accelerant?

+ On which channels is your social persona active?

+ Make sure your media mix is well balanced.

SOCIAL MEDIA

Which social media do we choose and why?

+ On which channels is your social persona active?

+ Make sure it fits your brand.

+ Make sure your WWHWWW-questions are correct.

OWNED MEDIA

Which owned channels can we use?

+ Make sure you have a well balanced integration between your

off and online channels.

EVALUATE

How do we measure if we are on the right track?

+ Get your Social Media KPI’s in order.

+ Create a dashboard.

+ Establish a measurement system.

OPTIMIZE

In which ways can we optimize the results?

+ The start is the beginning.

+ Evaluate on a regular basis.

+ Keep optimizing according to results.

WORKSHEET PLANNER TO EARNED ATTENTION™EARNEDATTENTION.COM

THIS WORK IS LICENSED UNDER THE CREATIVE COMMONS ATTRIBUTION-SHARE ALIKE 3.0 UNPORTED LICENSE.

TO VIEW A COPY OF THIS LICENSE, VISIT HTTP://CREATIVECOMMONS.ORG/LICENSES/BY-SA/3.0/Brand Team Date

STORYTELLING

Can we tell a convincing story about our brand?

EXPERIENCE

Can we create an unforgettable experience?

SOCIAL INFLUENCE

Can we involve influential individuals?

MEANING

Can we have a meaningful impact on our

society?

CO-CREATION

Can we involve people from outside our

organisation to generate value?

CREATIVE

Are we relevant and distinctive?

+ Whats your added value?

+ What is it that makes your content unique?

+ Would your persona share this with his friends?

AUTHENTIC

Are we real and credible?

+ Does my content fit my brand persona?

+ Will i keep my promises?

+ How can i make it personal?

SOCIAL

Do we give more than we take?

+ Is it a equivalent dialog?

+ Is it a natural dialog?

+ Do i give unconditional?

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earnedattention.com

Did you tweet? klaas@energize.nl

Thanks for your attention!