The Challenge - From Bought Media to Earned Attention

From Bought Media to Earned Attention

Graduate School of Communication, Amsterdam (Aug 8th, 2012)

The Challenge

@klaasweima

What I would like to share

Battle of Attention

Journey Planner

Little Quiz

3 Introduction – Agenda

Little Quiz

5

Hans couldn’t make it… #SocialQuiz

1

6

The UvA’s Twitter account has more then 4.000 followers.

A. True B. False

1

7

The UvA’s Twitter account has more then 4.000 followers.

A. True

2

9

How may likes does the UvA Alumni Community-page have on Facebook?

A. < 100 B. > 100

2

10

How may likes does the UvA Alumni Community-page have on Facebook?

B. > 100

3

12

How many official groups represent the UvA on Linkedin?

A. < 30 B. > 30

3

13

How many official groups represent the UvA on Linkedin?

B. > 30

4

15

VU Amsterdam has more likes on Facebook compared to University of Amsterdam.

A. True B. False

4

16

VU Amsterdam has more likes on Facebook compared to University of Amsterdam.

B. False

5

18

VU Amsterdam has more followers, but UvA grows faster on Twitter.

A. True B. False

5

19

VU Amsterdam has more followers, but UvA grows faster on Twitter.

A. True

20

19% growth

8,5% growth

6

21

VU shows a higher level of engagement with their followers on Facebook compared to UvA.

B. False A. True

6

22

VU shows a higher level of engagement with their followers on Facebook compared to UvA.

A. True

7

24

How many social media consultants offer their services on LinkedIn?

B. > 404.614 A. < 404.614

7

25

How many social media consultants offer their services on LinkedIn?

B. > 404.614

8

27

UvA reached over 138.000 views on the official YouTube channel.

B. False A. True

8

28

UvA reached over 138.000 views on the official YouTube channel.

B. False

9

30

Which university is ranked as best social media-savvy university in the world?

B. Standford A. Harvard

9

31

Which university is ranked as best social media-savvy university in the world?

A. Harvard

10

33

At which university did I graduate in 2001?

B. EUR Rotterdam A. RUG Groningen

10

34

At which university did I graduate in 2001?

B. EUR Rotterdam

Refresh!

#question

37

What are the three main ingredients of communication?

Earned Attention – Communication

You need…

media people

content attention

38

Earned Attention – Communication

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

Source: Hans Veldhorst en Jeroen de Bakker (2007)

The way people use media changed as well

media people

40

•  Socialize

•  Search

•  Snack

•  Shop

•  Tell and share stories

Earned Attention – People

What about attention?

attention

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•  Becomes increasingly scarce

•  Bought attention is less effective

•  Needs to be earned!

Earned Attention – Attention

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

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

#definition

46

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

48

Fly2Miami #KLM

Battle of attention

#statement

50

Brands which are solely dependent on paid media will lose the battle of attention.

51

1. More incentives, less attention

11

Iedere 11 seconden

52

2. People not sheeple

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3. More stress to make a choice

366.848.493

54

4. More transparency, less credibility

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?


THINK & FEEL?

- What really counts

- Major preoccupations

- Worries and aspirations


SEE?

Environment -

Friends -

What the market offers -


SAY & DO?

Attitude in public -

Appearance -

Behaviour towards others -

Fears

Frustrations

Obstacles

Wants/needs

Measures of success

Obstacles

Source: The Empathy Map (XPLANE)

#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.

61

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

64

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

69

Fiat eco:Drive #meaning

70

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

In short

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11

Summary

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#earnedattention = multiplatform

Bron: Timo Boezeman (http://boekeman.blogspot.nl/)

Questions?

84

@klaasweima [email protected]

Thanks for your attention!

The Challenge - From Bought Media to Earned Attention

Business

Transcript of The Challenge - From Bought Media to Earned Attention