Annually, marketers spend 450 billion dollar on bought media attention. Every 11 seconds of the time we are awake, we get exposed to an advertising message. As a result, people zap, skip and block messages and bought brand attention looses its glory.
In this talk for the top Graduate Students and Alumni at the Erasmus University Rotterdam I discuss the powerful concept of Earned Attention. The presentation describes an alternation path to building brands in the digital age.
Brands that remain fixated on buying attention per second, inch or pixel will loose the battle of attention. Tomorrow’s effective brands prefer to talk with instead of to people. They activate their fans and create content worth sharing. This results in authentic brand conversations, whereas people become media themselves.
2. Hi, I am KlaasWeima
@KlaasWeima
Founder Energize | Blogger | China |
Online Tuesday | Digital Strategist |
AuthorEarnedAttention | Podcaster |
SparkCast | Father | Yogi |
PositiveMind | HighlyEnergetic
Introduction – Who I am
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3. What I would like to share
earning something
cases
attention personal
Introduction – Agenda
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4. #statement
“Digital media are dead”
are they?
Introduction – Discuss
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6. #question
What are the three
main ingredients of
communication?
Earned Attention – Communication
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7. You need…
content people attention
Earned Attention – Communication
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8. Ok, the content landscape has changed
• Socialnetworking sites
• Second screen
content
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Locationbased services
• And much, much more
Earned Attention – Content
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9. People’s media behavior changed as well
• Socialize
sheeple • Search
people • Snack
• Shop
• Tell and sharestories
Source: Hans Veldhorst en Jeroen de Bakker (2007)
Earned Attention – People
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10. What about attention?
• Attention is increasingly scarce
• Bought attention is less effective
attention
• Needs to be earned!
Earned Attention – Attention
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0
11. #question
How much budget is
spend on bought
attention in the US?
Earned Attention – Question
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1
12. Earned attention is about
• Brand behavior
(creative, authentic & social)
earned
attention • Creation of relevant content
• Listen, participate & activate
conversations
• PR 2.0, viral marketing and
word-of-mouth combined
Earned Attention – What is it about
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13. #statement
“Brands should act like
buddha’s”
should they?
Earned Attention – Statement
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3
34. Results
1. Over 275% increase in brand
5th largest conversations
online cartoon 2. Engagement on daily level
brand in China
3. Launch of flagship store
Cases – Miffy
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