Social Marketing Strategy - Engaging the Connected Customer
1. Social Marketing Strategies
Engaging the Connected Customer
klaas@energize.nl | @klaasweima Rotterdam, April, 18th 2012
2. Hi! I am Klaas Weima.
I am founder of creative and digital
agency Energize. From our offices in
Amsterdam and Shanghai we create
campaigns worth sharing. We help
ambitious brands grow, including
KPN, Chiquita, Hi, KLM, Miffy and
SEAT.
Moreover, I am a proud father of
little my daughter May and (beware)
am highly energetic.
Introduction | Who am I? 2
8. The silo of bought attention needs heavy maintenance. Brands
should not solely rely on buying attention per inch, pixel or second.
Cracks in the Silo 8
9. #1 More messages, less attention
Cracks in the Silo 9
19. Q: How much budget is spend
on bought attention in the
Netherlands?
Cracks in the Silo 19
20. #6 Old Models are Malfunctioning
Cracks in the Silo 20
21. My Journey Planner to earned attention approaches brand
communication from a hybrid perspective.
Cracks in the Silo 21
22. As a result, the silo of traditional brand
communication is cracking.
Brands should start talking with instead
of sending to people.
Cracks in the Silo 22
24. Hybrid brand communications puts the
best ingredients of bought, relational
and earned attention in a blender.
Social Alternative 24
25. Blendtech’s iPad video was viewed 14.000.000 times on Youtube.
That’s almost the total population of the Netherlands.
Social Alternative 25
26. Bought attention
“Advertisers pay for the usage (rental)
of a medium to send their brand
message to their target audience”
Social Alternative 26
27. Relational attention
“Advertertiser use their own channels
to communicate their brand message
to their target audience”
Social Alternative 27
28. Earned attention
“People become a channel themselves
to share brand content, without the
direct influence of advertisers”
Social Alternative 28
29. Social Brand Communications is not
1. Free (sorry )
2. An ideal project for an internship
3. A temporarily fad
4. A new advertising channel
5. The exclusive playground of youngsters
Social Alternative 29
30. KPN’s introduction of iTV for the iPad was based on a earned social
strategy. Through 40 bloggers we reached 1,2 million people.
Social Alternative 30
31. Q: What are the three main
ingredients of effective social
brand communications?
Social Alternative 31
32. + +
Shareable Content Conversations Social Channels
Social Alternative 32
33. Contents need to be creative, authentic
and social.
Social Alternative 33
34. KLM keeps developing creative social activation campaigns. And
as a result generates much earned attention.
Social Alternative 34
35. McDonalds was’t really authentic in their #MDStories and
#Meethefarmers social campaign. It backfired on Twitter.
Social Alternative 35
36. Hi Chill & Charge concept is social. All campaigns fullfill to the
needs of their 2 million customers: ‘The Hi Society’
Social Alternative 36
39. KPN offers Spotify Premium to their triple play-customers (voice,
tv, internet). How can we let people experience this new service?
Best Practices 39
46. We look at what the target group is saying about miffy; online and offline
Photo of offline research
We talked to youngsters online and offline.
Best Practices 46
47. We hired a conversation manager, our virtual miffy.
Best Practices
48. On a QQ campaign site anyone could invite miffy to travel to their
hometown by sending her a postcard.
Best Practices
49. After receiving postcards from all over China, the users decided
to which 3 cities miffy should travel.
Best Practices
50. Chengdu
In the 3 cities miffy surprised the winners by showing up on their
door step: Guahug uto never forget.
a ngzho
Dalian
Best Practices
51. Chengdu
While travelling, miffy shared photos, videos and updates with her
friends on Guangzhounetworks in real time.
social
Dalian
Best Practices
52. Chengdu
Miffy drawing events where organized in each city to extend the
reach of miffy’shou
Guangz visit
Best Practices 52
56. Philips is shifting focus to healthcare (45% of revenu). To increase
the relation with healthcare pros, Philips created GetInsideHealth.
Best Practices 56
57. GetInsideHealth is a social CRM strategy, based on thought
leadership, relationship, insights and purchase intent.
Best Practices 57
58. Philips partnered with LinkedIn and created Innovation In Health-
groups. Currently, almost 55.000 members and NPS of 51.
Best Practices 58