The document provides an overview of Klaas Weima's presentation on earning attention in a media landscape dominated by social networks and user-generated content. The presentation outlines six steps to earn attention: 1) create personas, 2) define goals, 3) discover engagement methods like storytelling and co-creation, 4) establish conversation etiquette, 5) optimize media mix, and 6) evaluate and optimize. It emphasizes that brands must move beyond paid media and focus on creating valuable content to fuel positive conversations in order to earn attention from audiences.

1. The Challenge
From Bought Media to Earned Attention
@klaasweima Graduate School of Communication, Amsterdam (Aug 8th, 2012)

2. Hi, I am Klaas Weima
@KlaasWeima
Founder Energize | Blogger | China |
Online Tuesday | Digital Strategist |
Author Earned Attention | Podcaster |
SparkCast | Father | Yogi | Positive
Mind | Highly Energetic
Introduction – Who I am
2

3. What I would like to share
Battle of Journey
Little Quiz
Attention Planner
Introduction – Agenda
3

4. Little Quiz

5. Hans couldn’t make it…
#SocialQuiz
5

6. 1 The UvA’s Twitter account has
more then 4.000 followers.
A. True B. False
6

7. 1 The UvA’s Twitter account has
more then 4.000 followers.
A. True
7

8. 8

9. 2 How may likes does the UvA
Alumni Community-page have on
Facebook?
A. < 100 B. > 100
9

10. 2 How may likes does the UvA
Alumni Community-page have on
Facebook?
B. > 100
1
0

11. 1
1

12. 3 How many official groups
represent the UvA on Linkedin?
A. < 30 B. > 30
1
2

13. 3 How many official groups
represent the UvA on Linkedin?
B. > 30
1
3

14. 1
4

15. 4 VU Amsterdam has more likes on
Facebook compared to University
of Amsterdam.
A. True B. False
1
5

16. 4 VU Amsterdam has more likes on
Facebook compared to University
of Amsterdam.
B. False
1
6

17. 1
7

18. 5 VU Amsterdam has more
followers, but UvA grows faster on
Twitter.
A. True B. False
1
8

19. 5 VU Amsterdam has more
followers, but UvA grows faster on
Twitter.
A. True
1
9

20. 8,5% growth
19% growth
2
0

21. 6 VU shows a higher level of
engagement with their followers on
Facebook compared to UvA.
A. True B. False
2
1

22. 6 VU shows a higher level of
engagement with their followers on
Facebook compared to UvA.
A. True
2
2

23. 2
3

24. 7 How many social media
consultants offer their services on
LinkedIn?
A. < 404.614 B. > 404.614
2
4

25. 7 How many social media
consultants offer their services on
LinkedIn?
B. > 404.614
2
5

26. 2
6

27. 8 UvA reached over 138.000 views
on the official YouTube channel.
A. True B. False
2
7

28. 8 UvA reached over 138.000 views
on the official YouTube channel.
B. False
2
8

29. 2
9

30. 9 Which university is ranked as best
social media-savvy university in the
world?
A. Harvard B. Standford
3
0

31. 9 Which university is ranked as best
social media-savvy university in the
world?
A. Harvard
3
1

32. 3
2

33. 10 At which university did I graduate
in 2001?
A. RUG Groningen B. EUR Rotterdam
3
3

34. 10 At which university did I graduate
in 2001?
B. EUR Rotterdam
3
4

35. 3
5

36. Refresh!

37. #question
What are the three
main ingredients of
communication?
Earned Attention – Communication
3
7

38. You need…
media
content attention
people
Earned Attention – Communication
3
8

39. Ok, the content landscape has changed
• Social networking sites
• Second screen
content
• Interactive tv/ DVR’s
• Mobile apps
• Blogs
• Location based services
• And much, much more
Earned Attention – Content
3
9

40. The way people use media changed as well
• Socialize
media • Search
people • Snack
• Shop
• Tell and share stories
Source: Hans Veldhorst en Jeroen de Bakker (2007)
Earned Attention – People
4
0

41. What about attention?
• Becomes increasingly scarce
• Bought attention is less effective
attention
• Needs to be earned!
Earned Attention – Attention
4
1

42. Earned attention is about
• Brand behavior
(creative, authentic & social)
earned
attention • Creation of relevant content
• Listen, participate & activate
conversations
Earned Attention – What is it about
42

43. How?

45. Characteristics
• Is the outcome of brand behavior
Earned • Aims long term
Attention • Not about media, but people
• Fueled by content + conversations
45

46. #definition
People share – without the use of
bought media – their enthusiasm
about brands with their social
network.
4
6

48. Fly2Miami
#KLM
4
8

49. Battle of attention

50. #statement
Brands which are solely dependent
on paid media will lose the battle
of attention.
5
0

51. 1. More incentives, less attention
11
Iedere 11 seconden
5
1

52. 2. People not sheeple
5
2

53. 3. More stress to make a choice
366.848.493
5
3

54. 4. More transparency, less credibility
5
4

55. 55

56. How to earn attention?

57. The journey planner helps 
57

58. 1. Create your personas
• Make a social and brand persona
• From mission to mantra
• Tool: Empathy Map
58

59. What does the customer What does the customer
THINK & FEEL? SEE?
- What really counts Environment -
- Major preoccupations Friends -
- Worries and aspirations What the market offers -
What does the customer What does the customer
HEAR? SAY & DO?
- What friends say Attitude in public -
- What the boss says Appearance -
- What influencers say Behaviour towards others -
Fears Wants/needs
PAIN? Frustrations GAIN? Measures of success
Obstacles Obstacles
Source: The Empathy Map (XPLANE)
59

60. #statement
People don’t want to talk to a bike,
shoe or dishwasher.
They want to talk to the people
involved.
6
0

61. SAP
61

62. VANMOOF
62

63. 2. Define your goal
• ‘Begin with in the end in mind’
• Ask yourself the why-question at least
three times
• Aid: Big Four Matrix
63

64. O2 and Nike+
#customerloyalty
64

65. 3. Discover your method (“SESMC”)
• Storytelling
• Experience
• Social influence
• Meaning
• Co-creation
65

66. Volvo Saved My Life
#storytelling
66

67. KLM & Miffy
#experience
67

68. New-fashioned way of
watching TV
#social influence
68

69. Fiat eco:Drive
#meaning
69

70. Fanwagen 
#co-creation
70

71. 4. Conversation etiquette
•  content =  positive conversations
•  content = creative
•  content = authentic
•  content = social
71

72. O2 on Twitter
#funny
72

73. O2 on Twitter
#human
73

74. O2 on Twitter
#realtime
74

75. O2 on Twitter
#honest
75

76. 5. Optimize media-mix
• Paid media as accelerator
• Don’t forget your own media
• The right social channels
• In the right mix
76

77. The way the Turkish roll
#slimme communicatie (#smart
communication)
77

78. 78

79. 6. Evaluate and optimize
• Define social media-KPI’s
• Design a dashboard
• Optimize real-time
79

80. In short

81. Summary
11
81

82. p.s.

83. #earnedattention = multiplatform
Bron: Timo Boezeman (http://boekeman.blogspot.nl/)
83

84. Questions?
@klaasweima
klaas@energize.nl
84

85. Thanks for your attention!