the challenge - from bought media to earned attention
DESCRIPTION
My keynote during the opening of theTRANSCRIPT
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From Bought Media to Earned Attention
Graduate School of Communication, Amsterdam (Aug 8th, 2012)
The Challenge
@klaasweima
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Introduction – Who I am
Hi, I am Klaas Weima
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@KlaasWeima
Founder Energize | Blogger | China | Online Tuesday | Digital Strategist | Author Earned Attention | Podcaster | SparkCast | Father | Yogi | Positive Mind | Highly Energetic
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What I would like to share
Battle of Attention
Journey Planner
Little Quiz
3 Introduction – Agenda
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Little Quiz
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Hans couldn’t make it… #SocialQuiz
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The UvA’s Twitter account has more then 4.000 followers.
A. True B. False
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The UvA’s Twitter account has more then 4.000 followers.
A. True
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How may likes does the UvA Alumni Community-page have on Facebook?
A. < 100 B. > 100
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How may likes does the UvA Alumni Community-page have on Facebook?
B. > 100
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How many official groups represent the UvA on Linkedin?
A. < 30 B. > 30
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13
How many official groups represent the UvA on Linkedin?
B. > 30
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VU Amsterdam has more likes on Facebook compared to University of Amsterdam.
A. True B. False
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VU Amsterdam has more likes on Facebook compared to University of Amsterdam.
B. False
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VU Amsterdam has more followers, but UvA grows faster on Twitter.
A. True B. False
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19
VU Amsterdam has more followers, but UvA grows faster on Twitter.
A. True
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19% growth
8,5% growth
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VU shows a higher level of engagement with their followers on Facebook compared to UvA.
B. False A. True
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22
VU shows a higher level of engagement with their followers on Facebook compared to UvA.
A. True
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How many social media consultants offer their services on LinkedIn?
B. > 404.614 A. < 404.614
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25
How many social media consultants offer their services on LinkedIn?
B. > 404.614
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UvA reached over 138.000 views on the official YouTube channel.
B. False A. True
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UvA reached over 138.000 views on the official YouTube channel.
B. False
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Which university is ranked as best social media-savvy university in the world?
B. Standford A. Harvard
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Which university is ranked as best social media-savvy university in the world?
A. Harvard
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At which university did I graduate in 2001?
B. EUR Rotterdam A. RUG Groningen
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At which university did I graduate in 2001?
B. EUR Rotterdam
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Refresh!
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#question
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What are the three main ingredients of communication?
Earned Attention – Communication
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You need…
media people
content attention
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Earned Attention – Communication
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Ok, the content landscape has changed
content
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• Social networking sites
• Second screen
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Location based services
• And much, much more
Earned Attention – Content
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Source: Hans Veldhorst en Jeroen de Bakker (2007)
The way people use media changed as well
media people
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• Socialize
• Search
• Snack
• Shop
• Tell and share stories
Earned Attention – People
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What about attention?
attention
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• Becomes increasingly scarce
• Bought attention is less effective
• Needs to be earned!
Earned Attention – Attention
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Earned attention is about
earned attention
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• Brand behavior (creative, authentic & social)
• Creation of relevant content
• Listen, participate & activate conversations
Earned Attention – What is it about
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How?
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Characteristics
Earned Attention
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• Is the outcome of brand behavior
• Aims long term
• Not about media, but people
• Fueled by content + conversations
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#definition
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People share – without the use of bought media – their enthusiasm about brands with their social network.
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Fly2Miami #KLM
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Battle of attention
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#statement
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Brands which are solely dependent on paid media will lose the battle of attention.
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1. More incentives, less attention
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Iedere 11 seconden
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2. People not sheeple
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3. More stress to make a choice
366.848.493
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4. More transparency, less credibility
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How to earn attention?
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The journey planner helps
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1. Create your personas
• Make a social and brand persona
• From mission to mantra
• Tool: Empathy Map
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What does the customer
HEAR?
- What friends say
- What the boss says
- What influencers say
PAIN? GAIN?
What does the customer
THINK & FEEL?
- What really counts
- Major preoccupations
- Worries and aspirations
What does the customer
SEE?
Environment -
Friends -
What the market offers -
What does the customer
SAY & DO?
Attitude in public -
Appearance -
Behaviour towards others -
Fears
Frustrations
Obstacles
Wants/needs
Measures of success
Obstacles
Source: The Empathy Map (XPLANE)
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#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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SAP
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VANMOOF
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2. Define your goal
• ‘Begin with in the end in mind’
• Ask yourself the why-question at least three times
• Aid: Big Four Matrix
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O2 and Nike+ #customerloyalty
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3. Discover your method (“SESMC”)
• Storytelling
• Experience
• Social influence
• Meaning
• Co-creation
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Volvo Saved My Life #storytelling
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KLM & Miffy #experience
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New-fashioned way of watching TV #social influence
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Fiat eco:Drive #meaning
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Fanwagen #co-creation
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4. Conversation etiquette
• content = positive conversations
• content = creative
• content = authentic
• 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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O2 on Twitter #honest
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5. Optimize media-mix
• Paid media as accelerator
• Don’t forget your own media
• The right social channels
• In the right mix
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The way the Turkish roll #slimme communicatie (#smart communication)
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6. Evaluate and optimize
• Define social media-KPI’s
• Design a dashboard
• Optimize real-time
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In short
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Summary
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p.s.
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#earnedattention = multiplatform
Bron: Timo Boezeman (http://boekeman.blogspot.nl/)
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Thanks for your attention!