Social Marketing Strategies - Engaging the Connected Customer

Social Marketing StrategiesEngaging the Connected Customer

Rotterdam, April, 18th 2012klaas@energize.nl | @klaasweima

Introduction | Who am I? 2

Hi! I am Klaas Weima.

I am founder of creative and digital agency Energize. From

our offices in Amsterdam and Shanghai we create

campaigns worth sharing. We help ambitious brands grow,

including KPN, Chiquita, Hi, KLM, Miffy and SEAT.

Moreover, I am a proud father of little my daughter May and

(beware) am highly energetic.

3

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@klaasweima

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Q: Who has a clear and shared social marketing strategy?

5Cracks in the Silo

6What will I share?

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Social Alternative

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Cracks in the Silo

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Best Practices

1. Cracks in the Silo

7Cracks in the Silo

8Cracks in the Silo

The silo of bought attention needs heavy maintenance. Brands should not solely rely on buying attention per inch,

pixel or second.

9Cracks in the Silo

#1 More messages, less attention

10Cracks in the Silo

People increasingly block commercial messages

11Cracks in the Silo

#2 People, not sheeple

12Cracks in the Silo

People watch what they want, when they want.

13Cracks in the Silo

#3 More options, more stress

14Cracks in the Silo

#2People not sheeple

With Spotify I can choose over 13 million songs

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#4 More Transparency, Less Credibility

16Cracks in the Silo

Shopsavvy and Boodschapp are great shopping buddies

17Cracks in the Silo

Tripadvisor is my best friend away from home.

18Cracks in the Silo

#5Advertisers are Afraid of Change

#5 Advertisers are Afraid of Change

Q: How much budget is spend on bought attention in the Netherlands?

19Cracks in the Silo

20Cracks in the Silo

#6 Old Models are Malfunctioning

21Cracks in the Silo

My Journey Planner to earned attention approaches brand communication from a hybrid perspective.

As a result, the silo of traditional brand communication is cracking.

Brands should start talking with instead of sending to people.

22Cracks in the Silo

2. Social Alternative

23Social Alternative

Hybrid brand communications puts the best ingredients of bought, relational and earned attention in a blender.

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Blendtech’s iPad video was viewed 14.000.000 times on Youtube. That’s almost the total population of the

Netherlands.

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Bought attention

“Advertisers pay for the usage (rental) of a medium to send their brand message to their target audience”

Social Alternative

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Relational attention

“Advertertiser use their own channels to communicate their brand message to their target audience”

Social Alternative

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Earned attention

“People become a channel themselves to share brand content, without the direct influence of advertisers”

Social Alternative

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1. Free (sorry )

2. An ideal project for an internship

3. A temporarily fad

4. A new advertising channel

5. The exclusive playground of youngsters

Social Brand Communications is not

Social Alternative

30Social Alternative

KPN’s introduction of iTV for the iPad was based on a earned social strategy. Through 40 bloggers we reached 1,2

million people.

Q: What are the three main ingredients of effective social brand communications?

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ConversationsShareable Content

+ +

Social Channels

Social Alternative

Contents need to be creative, authentic and social.

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KLM keeps developing creative social activation campaigns. And as a result generates much earned

attention.

35Social Alternative

McDonalds was’t really authentic in their #MDStories and #Meethefarmers social campaign. It backfired on

Twitter.

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Hi Chill & Charge concept is social. All campaigns fullfill to the needs of their 2 million customers: ‘The Hi

Society’

Best Practices

3. Best Practices

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Best Practices

KPN

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KPN offers Spotify Premium to their triple play-customers (voice, tv, internet). How can we let people

experience this new service?

Best Practices

Best Practices

Best Practices

Miffy

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How can we increase brand awareness of the cartoon brand miffy in China?

Best Practices

43Best Practices

We brought miffy to life and let her travel around China

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We started listening.

Best Practices

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Beware. Western social platforms are blocked in China

Best Practices

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• We look at what the target group is saying about miffy; online and offline

• Photo of offline research

Best Practices

We talked to youngsters online and offline.

We hired a conversation manager, our virtual miffy.

Best Practices

Best Practices

On a QQ campaign site anyone could invite miffy to travel to their hometown by sending her a postcard.

Best Practices

After receiving postcards from all over China, the users decided to which 3 cities miffy should travel.

Best Practices

Chengdu

Guangzhou

Dalian

In the 3 cities miffy surprised the winners by showing up on their door step: a hug to never forget.

Chengdu

Guangzhou

Dalian

While travelling, miffy shared photos, videos and updates with her friends on social networks in real time.

Best Practices

52Best Practices

Chengdu

Guangzhou

Miffy drawing events where organized in each city to extend the reach of miffy’s visit

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Buzz volume

Miffy beat competitor Hello Kitty in the amount of buzz and

ranks #5 online cartoon brand

275%

increase

The amount of online conversations

about miffy exploded over the past

two years

The amount of brand conversations on open social media channels

Best Practices

True Story from

Nanjing, China..

Chengdu

Guangzhou

Dalian

And some fans took miffy very seriously

Best Practices

Best Practices

Philips

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Philips is shifting focus to healthcare (45% of revenu). To increase the relation with healthcare pros, Philips

created GetInsideHealth.

Best Practices

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GetInsideHealth is a social CRM strategy, based on thought leadership, relationship, insights and purchase

intent.

Best Practices

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Philips partnered with LinkedIn and created Innovation In Health-groups. Currently, almost 55.000 members

and NPS of 51.

Best Practices

Best Practices

60Summary

✓

Social Alternative

✓

Cracks in the Silo

✓

Best Practices

One more thing

61Social Alternative

Helps to prepare your brand on your journey to earned attention.

Questions?

Klaas Weima

klaas@energize.nl

+31 6 26 31 83 70

@klaasweima