During the Dutch Week in Shanghai, I launched my book Earned Attention at the Dutch Consulate General. The presentation covers the main highlights of my book and describes the 'journey planner' how to build a social brand. In the talk, I cover several examples and best practices by both Western and Chinese brands. More information on the topic can be found at: www.earnedattention.com

1. How to build a social brand?
Earned Attention Launching Event – Consulate General
www.earnedattention.com April, 16th 2013

2. Hi, my name is Klaas!
2
@KlaasWeima
Founder Energize Amsterdam + Shanghai
Blogger | Digital Strategist | Author
Podcaster | Father | Yogi | Positive Mind
Highly Energetic

3. How it al started…
3

5. My talk will cover:
Journey
Planner
Platform
Battle of
Attention
5

6. Question
6
What are the three
main characteristics of
communication?

7. You need…
media
people
content attention
7

8. How?

10. Characteristics
Earned
Attention
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• Is about giving more than you take
• Is not about media, but people
• Is all about relationships

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

12. Battle of attention

13. #statement
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Brands addicted to paid media will
lose the battle of attention. The
old model isn’t working anymore.

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1. More messages, less attention

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2. People not sheeple

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3. More stress to make a choice
14,3 billion

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4. More transparency, less credibility

18. Journey Planner

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How to build a social brand?

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

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

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

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3. Discover your method
• Storytelling
• Experience
• Social influence
• Meaning
• Co-creation

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Pepsi - Bringing Happiness Home
#storytelling

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Dove Chocolates
#experience

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Free Your Night Side (Lee)
#social influence

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People’s Car (VW)
#co-creation

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

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A way to respond
#bodyform

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5. Optimize media-mix
• Paid media as accelerator
• Don’t forget your own media
• The right social channels
• f(x) = paid + owned + earned

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

34. Platform

35. 35

36. In short

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Summary
Journey
Planner
Platform
Battle of
Attention

38. Questions?
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@klaasweima
klaas@energize.nl

39. Thanks for your attention!