6. Communication has three basic ingredients
content people attention
Background – communication
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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
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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
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9. What about attention?
• Attention is increasingly scarce
• Bought attention is less effective
attention
• Needs to be earned!
Background – attention
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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
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