5. What YOU think
Attitudes
Predicts
actual beh
aviour
Behavioural
Behaviour
intention
Subjective
norms What
YOUR FRIENDS
think
Theory of Reasoned Action
6. What YOU think
Attitudes
Predicts
actual beh
aviour
Behavioural
Behaviour
intention
Subjective
norms What
YOUR FRIENDS
think
Theory of Reasoned Action
7.
8. “Build me a new
website”
“oh, and something with social media
‘cause that’s really hot right now”
22. What does she
THINK AND FEEL?
what really counts
major preoccupations
worries & aspirations
What does she What does she
HEAR? SEE?
what friends say environment
what boss say friends
what influencers say what the market offers
PAIN GAIN
fears “wants”/needs
frustrations measures of succes
obstacles obstacles
23. What does she
THINK AND FEEL?
what really counts
major preoccupations
worries & aspirations
What does she What does she
HEAR? SEE?
what friends say environment
what boss say friends
what influencers say what the market offers
What does she
SAY AND DO?
attitude in public
appearance
behaviour towards others
PAIN GAIN
fears “wants”/needs
frustrations measures of succes
obstacles obstacles
Xplane Empathy Map
30. “Design is not just
what is looks like
and feels like, design
is how it works.”
31. ENGAGEMENT
Attention Connection Action
Download
Buy
Click Donate
Make
Like
Know your brand appointment
Comment
Top of mind Tweet
Buzz
Retweet
Call to action
Button
Socials Persuasive
Campaigns Design
SEO/SEA Relevant content
Affiliate Personas Google
Banners Analytics
Games Sales numbers
Guerilla
Google Analytics
Social Media Facebook Insights
Monitoring A/B-testing
Linkbuilding analysis
SEA reports
41. Not convinced? Look what the competition
is doing. Well may be not your competition ;)
marketingfacts.nl
42. Use of online egagement
1. Sales
2. Branding
Know the buzz about your brand. Measure the effect of online
advertising and campaigns and correct while you are doing them.
3. Webcare
Discover customer requests and complaints. Client service, answer
questions and active search for customers in need of help.
4. Public Relations
Be the first to know about news and discussions relevant to your brand
Influence public opinion. Online reputation management.
5. Innovation
Crowd sourcing, customer survey’s. Gather input for optimising
customer service
43. Do’s
1. Be a person
Be a person and communicate to a person.
2. Be relevant
Know who your customer is and what she wants, feels, likes, listens to. Focus on specific
groups.
3. Focus
Keep it simple, less really is more. Choose. Focus on 1 or 2 messages in a campaign,
website, etc.
4. Feel
Act on what you see and hear. Have faith that you know what to do when the situation is
there. Don’t think too much, feel.
5. Start
Just start, monitor and adapt.
44. What is engagement?
The attitude of a person towards a brand
measured by social online behaviour
such as: likes, comments, tweets and
retweets.
Jeroen Heydendael
48. Statements
1. There is no future for corporate marketing. Personal
branding is the future for tangible results.
2. In the end there is no difference in B2B marketing
and B2C marketing.
3. One cannot measure engagement. Engagement is a
state of mind that you have to feel and cannot be
measured by counting “likes”.
4. Because one’s attitude is very personal, and this is
mostly expresses on private social networks like
Facebook, these media are most valuable for
corporate and personal branding.
Notes de l'éditeur
SALES START WITH THIS\nTHE FEELING YOU NOW HAVE: CURIOUS? YOU WANT TO KNOW MORE\nTHIS FEELING CAN BE THE FIRST STEP IN BOOSTING YOUR SALES. THIS FEELING IS ENGAGEMENT\nENGAGEMENT WITH A BRAND, A PRODUCT\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
PERSONAL & RELEVANT\n\nI SAID THIS PRESENTATION IS ALSO ABOUT SALES\nONE OF THE MOST DOMINANT ATTITUDE THEORIES TAKES THE SOCIAL ASPECT IN ACCOUNT.\nALL OPINIONS AND ACTIONS ARE ONLINE....\n\nTHIS IS THEORY/MODEL NOW THE DAILY REALITY\n
ENGAGEMENT IS ABOUT PEOPLE\n\nENGAGEMENT IS ABOUT LIKING, LAUGHING, INSPIRATION, AMBITION, EXCITEMENT\nPEOPLE INTERACTING WITH EACH OTHER\nSOMETIMES YOU WANT TO LISTEN, SOMETIMES YOU DON’T\n
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RED: CUSTOMER ENGAGEMENT\n
“SHARE WORTHY”\n
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NEXT: CONNECTION\nTWO EXAMPLES OF A GOOG CONNECTION\n
EXAMPLE OFF CONNECTION\n
EXAMPLE OFF CONNECTION\n
EXAMPLE OFF CONNECTION\n
EXAMPLE OFF CONNECTION\n
EXAMPLE OFF CONNECTION\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
WHO IS YOUR CUSTOMER?\nWHAT DOES SHE WANT?\n
GOAL\nCOMMON GOALS\nYOUR GOALS ARE THE SIMPLE PART\n
CONTENT IS YOUR THING\nBUT WE CAN DO A LOT WITH DESIGN\n\n
BLUE: ATTITUDE & BEHAVIOUR - ENGAGEMENT\nBLACK: MEANS TO PERSUADE\nYELLOW: MEASUREMENT & INSIGHT\n
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WHAT DOES IT DO? VS APPLYING YOUR CORPORATE STYLE\n
RED: CUSTOMER ENGAGEMENT\nBLUE: ATTITUDE & BEHAVIOUR\nBLACK: MEANS TO PERSUADE\nYELLOW: MEASUREMENT & INSIGHT\n
YOUR ECO SYSTEM\n
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ONLINE ENGAGEMENT\nOR COMPANY/PRODUCT\n
NOT TALKING ABOUT MARRIAGE...\nENGAGEMENT IS ABOUT PASSION, SALES\nWITHOUT ENGAGEMENT BETWEEN YOU, YOUR COWORKERS AND YOUR CUSTOMERS YOUR BUSINESS WILL DIE\n
NOT TALKING ABOUT MARRIAGE...\nENGAGEMENT IS ABOUT PASSION, SALES\nWITHOUT ENGAGEMENT BETWEEN YOU, YOUR COWORKERS AND YOUR CUSTOMERS YOUR BUSINESS WILL DIE\n