Sneak preview earned_attention_final
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This document provides a sneak preview of an energizing breakfast event focused on earned attention. It discusses how attention is increasingly scarce and must be earned, not bought. It outlines that the content landscape and people's media behaviors have changed with the rise of social media, mobile apps, and location-based services. The event agenda promises to share 40 inspiring cases and quotes about creating relevant content, listening, participating in conversations, having authentic brand behavior, and combining PR 2.0, viral marketing and word-of-mouth.
Sneak preview earned_attention_final
- 1. EarnedAttention Sneak Preview – EnergizingBreakfast @klaasweima May, 8th 2012
- 2. What I would like to share journey background book planner 2
- 3. How it all started Background – the art of the start 3
- 4. He’s responsible Background –across the sound 4
- 6. Communication has three basic ingredients content people attention Background – communication 6
- 7. Ok, the content landscape has changed • Socialnetworking sites • Second screen content • Interactive tv/ DVR’s • Mobile apps • Blogs • Locationbased services • And more Background – content 7
- 8. People’s media behavior changed as well • Socialize sheeple • Search people • Snack • Shop • Tell and sharestories Source: Hans Veldhorst en Jeroen de Bakker (2007) Background – behavior 8
- 9. What about attention? • Attention is increasingly scarce • Bought attention is less effective attention • Needs to be earned! Background – attention 9
- 10. Earned attention is about • Creation of relevant content earned • Listen, participate & activate attention conversations • Brand behavior (creative, authentic & social) • PR 2.0, viral marketing and word-of-mouth combined Background – attention 10
- 11. How?
- 14. The Journey Planner Agenda 14
- 15. 40 inspiring cases, including Agenda 15
- 16. And a lot of quotes worth sharing Agenda 16
- 17. It’s notjust a book
- 18. It’s also… Agenda 19
- 21. One more thing