The fluffy science behind creating stuff worth sharing for KLM

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The fluffy science behind creating stuff worth sharing. How not to get distracted by technology while using technology.

Polle de Maagt (@polledemaagt) for KLM Social Media Field Days 2011 (#smfdklm)

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Hello. I am Polle de Maagt.

I failed in most things during my

life (including being a rock star) but am still

trying to reach world domination. This time

by helping companies change. Change to

a company that is about consumers and

driving conversations.

Guess that makes me a change agent.

I was lucky enough to be able to work with

some of you on the KLM Surprise case.

Thank you so much for that opportunity.

I was invited to tell you something about stuff that

‚works‛ online, stuff that travels through networks

and is, in other words ‚worth sharing‛.

The internet is just a big pile of bla. Facebook, Twitter, Foursquare, blogs, they’re all interconnected conversation platforms. Pretty much like your kitchen table.

1) It was never easier to share. Here we’re celebrating the gold and silver SpinAwards for KLM Surprise last week. Technology makes it easier than ever to share content and interact.

2) It was never easier to have reach. Imagine the cost of running this campaign on TV.

3) It was never easier to curate and find (and influence the consumer journey in the process). So, what did you think of the Ibis hotel?

That offers some pretty interesting challenges.

People Content

Touchpoints

InSites Consulting

PEOPLE + TOUCHPOINTS Where do your employees

interact with consumers and how

can you optimize these

interactions?

CONTENT + TOUCHPOINTS What content can you use to enrich

the different touchpoints?

How can you use different

touchpoints to put a spotlight on

your content?

PEOPLE + CONTENT Which people are content

developers and which are content

sharers? How can you stimulate

both to either mine for content or

build reach?

TOUCHPOINTS Consider the consumer journey.

What are all relevant contacts

(touchpoints) you have with

consumers?

PEOPLE What are the different employees,

fans, positives, negatives, haters

and other stakeholders you can

define?

CONTENT Capitalize on the content you

already produce. What content do

your employees and fans

produce? How can you leverage

this and plan for it? How to plan and structure for this? What contact points with consumers and content/people resources do you have? How do you plan for quick wins and long term results? What are the right KPI’s?

How to organize for this? Who manages customer service and webcare? Who is the owner of social media campaigns? How to organize global and locally?

But that is stuff for another session. Or let’s discuss on twitter (@polledemaagt) or via email (polle@insites.eu).

For now: What is stuff worth sharing and engaging in? In other words: what drives conversations, what travels through networks? And eventually: what is the stuff that impact buying behavior?

A small word about these conversations. 20% of conversations is online and only 20% of these conversations is a

real conversation. Most online conversations are just reach. Of all these

conversations 70% is positive. RESEARCH BY INSITES CONSULTING.

Online versus offline

20%

Negative versus positive

“Real conversations”

30%

20%

Why are these conversations so important?

Impact on buying intention and brand consideration. People talk about things they like. Let them talk about brand-related

things and you impact sales even more. RESEARCH BY INSITES CONSULTING.

Impact on brand leverage. There are different factors influencing brand leverage. Conversations is

one. However, conversations are the red line through many of these

elements. RESEARCH BY INSITES CONSULTING.

Conversations in the consumer journey. Just a quick overview where conversations impact the journey: from

‚being there‛ in pre-purchase till activating to share.

Steven van Belleghem, Sam Berteloot and Polle de Maagt for InSites Consulting

RFM

(Recency F

requency M

oneta

ry)

NPS (Net Promoter Score)

It really isn’t easy and it isn’t exact science. A lot of the top digital agencies in the world struggle to find criteria to create stuff worth sharing.

Jung von Matt: Das Bri. Keeping it simple: Thinking in a common goal, core message and core element.

BBH: What’s the role for communication? BBH goes even further and questions the role for communication. Isn’t

everything a brand does a form of communication?

CP+B: Talk value Legendary agency CP+B adds ‘tension’ and ‘talk value’, interesting

criteria to review campaigns.

Boondoggle: engagement thinking A relatively young agency, Boondoggle brings focus on digital thinking,

making it engaging and shareable.

Boondoggle creative review criteria Strategic level: • Cause: In what way is the brand committed to add value to the

consumer’s lives? • Proof: What are the ingredients to bring this to life. What will

the brand do? What mechanisms can we use? How can we create a sustainable story?

And on a tactical level: • PR/Social: In what way is this story worth sharing? • Tactical: how can we make it shareable? • Conversion: in what way is this converting to leads, sales,

conversations or relations?

It isn’t rocket science, but it is a bit of science. My colleagues at InSites Consulting tested over 1300 campaigns (because, that’s pretty much what we do for a living). This is what they found.

Impact on buying intention and brand consideration. Plan for likeability and brand activation. RESEARCH BY INSITES CONSULTING.

The feeling drives likeability. Plan for likeability and brand activation. RESEARCH BY INSITES CONSULTING.

The story creates activation. Plan for likeability and brand activation. RESEARCH BY INSITES CONSULTING.

It’s about strategic activation Planning for drivers, participants and conversations via buzz and

activation. No, this wasn’t an attempt to put as many bullsh*tbingo words in one sentence ;) RESEARCH BY INSITES CONSULTING.

So, combining both left and right brain approaches:

Let’s make it happen.

Start from a purpose. Nike started from putting some extra playfullness in people’s lives. Heineken is the partystarter. It will define your “social voice”.

Stay close to your brand. Do stuff that is close to the core of your

brand. Not only in your brand

perception, but most importantly, in the

perception of consumers.

Ben & Jerry’s ‘Givolution’ is an

example.

Make it engaging. Axe fallen angels campaign. Just an excuse to put a picture of a beautiful lady in my presentation.

Think in gradual engagement. Think less in campaigns, more in small acts that build over time.

Think in conversion. The BEST social media case ever: Il Giglio d’Oro turned their Bed & Breakfast into Italy’s #1 Bed & Breakfast.

Let communications act as conversation manager. Be the director of your internal and external resources. Delegate and activate

others to join. Manage coherence, reach and KPI’s as a conversation manager.

Appeal to basic emotions and brand emotion. Emotional connections build a buffer for possible negative experiences. Invest in emotional connections with your consumer to pro-actively fight possible negatives.

Capitalize on the stuff you’re already doing. Drive ownership and see what happens within your organization. Like the Antwerp Zoo did with the birth of Kay Mook: 300K extra visitors.

Steven van Belleghem, Sam Berteloot and Polle de Maagt for InSites Consulting

Pro

-Active

Sales

Service

Reactive

Activate

Facilitate Converse

Engage

Plan for both reactive and pro-active approaches. Not only build webcare, but pro-actively engage to build relationships. I will help you capitalize in campaigns AND will help you when you encounter negatives.

Plan and tweak for world domination: Start with the basics. What are the hygiene factors to make this work for your organization?

People Content

Touchpoints

InSites Consulting

PEOPLE + TOUCHPOINTS Where do your employees

interact with consumers and how

can you optimize these

interactions?

CONTENT + TOUCHPOINTS What content can you use to enrich

the different touchpoints?

How can you use different

touchpoints to put a spotlight on

your content?

PEOPLE + CONTENT Which people are content

developers and which are content

sharers? How can you stimulate

both to either mine for content or

build reach?

TOUCHPOINTS Consider the consumer journey.

What are all relevant contacts

(touchpoints) you have with

consumers?

PEOPLE What are the different employees,

fans, positives, negatives, haters

and other stakeholders you can

define?

CONTENT Capitalize on the content you

already produce. What content do

your employees and fans

produce? How can you leverage

this and plan for it? Plan and tweak for world domination: Touchpoints, People, Content. See how you can grow all properties.

Plan and tweak for world domination: Pilots for change. Telenet launched a beta product. Pilots should have intrinsic, learning and change management KPI’s.

Plan and tweak for world domination: Social power. Use people within your organization and your ambassadors to help you. Never underestimate the power of 1.

Plan and tweak for world domination: Measure and tweak. Adopt a beta culture when engaging online. Your efforts are never perfect and never finish. Keep learning and tweaking.

Expectation

Over-delivery Makes positive conversations

Over-the-top-delivery Makes negative conversations

Under-delivery Makes negative conversations

Delivery Gives no reason to talk

Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but

also to your colleagues.

On an execution level.

Act human. Zappos does an amazing job in making

technology invisible and really

understanding consumers.

(Thanks Steven Verbruggen for the tip!)

Think in memes. Skittles plans in copy. Adidas and Nike add small memes in every spot

they do.

Make it easy to share. Make it easy to subscribe of share your content via twitter, Facebook or other social buttons. Example: http://polle.me/ij19j4

Tap into the intrinsic value of the network. Flair fashion tag makes it easy to ask others what they are wearing by

tagging their clothes in Facebook.

A smart use of Facebook’s tagging feature.

Smart ways of measuring success. Try measuring the Net Promoter

Score to see how likely it is that your

colleagues will recommend your

company.

Commit random acts of kindness. Make it part of your routine. From early birthday wishes to calls. From

using your CEO/manager to randomly surprising customers.

Create stuff worth sharing. LinkedIn is extremely

smart in creating

personal, relevant

messages that are

extremely worth sharing.

Create sales promotions worth sharing. What do you want your consumers to talk about? About pricing or something else?

However, recognize the lead-potential and social buying mechanics.

Helping people helps. You might be surprised that 11% of all organizations doesn’t answer

customer emails. Even more when you know that exceeding customer

expectations builds loyalty (81% repeats, 63% recommends) and falling

below customer expectations erodes loyalty (5%/71%).

So start helping.

Bring your sales where the customers are. Bring the sales where your clients are.

The spotlight tactic. See KLM Surprise, Volkswagen Fun Theory, the Coca Cola Happiness machine and this one. A small thing worth sharing and putting a spotlight via media.

Think gamification. How can you make a game out of it? Insert small nudge mechanisms.

Engage and be positive. Meet Richard Lennon, book

publisher at Penguin books in

London.

He reaches out and contacts

bloggers and other influentials.

The results? New ideas, new

authors and high advocacy.

In engaging, use smart and

engaging copy.

You can forget most of the fluffy things I told you in this presentation. But please, remember these 3 things.

The internet is a conversation network. Leverage the social power of the network by creating stuff worth sharing.

1)

Stuff worth sharing is a bit of science, a bit of creativity. Plan for likeability and activation.

2)

Plan. Measure. Test. Improve. Repeat.

3)

Read the manual.

Seriously.

Read it.

I hope I was worth sharing.

Send me an email at polle@insites.eu or

find me on twitter at @polledemaagt.

Find the presentation at

http://polle.me/smfdklm