"Why we keep failing in really implementing social media." for #Marcom12

Polle de Maagt @polledemaagt

Why we keep failing in really implementing social media.

@polledemaagt for #Marcom12

Polle de Maagt.The reason to move to GentThe love of my life. What better

reason is there?!

I sooooo love Blackberry ...... but recently switched to iPhone

(it’s not you, it’s me).

Yep. I know I look like 18.But I’m actually 29. Most old people

tell me I will be happy with them when I’m 50. I doubt that.

Changing companies to be more about acts, less about ads.

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

I try to change companies to be less about ads and more about acts.

Now Previously

Polle de Maagt @polledemaagt

Sorry, I only have 25 minutes.So, let’s get to business.

Polle de Maagt @polledemaagt

Let’s talk social media.The first articles on social media emerged in 2003*.

Honestly, what changed since then?

* I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.

Social media discussion is dominated by recycling.

Polle de Maagt @polledemaagt

A lack of great cases.

What is your favorite social media case? Really? Was it converting? What part of

the success is because of a sick media budget?

Discussion is dominated by social media watchers.

Most presentations are about the cases other people did. And that is good, but we

need more real cases and less meta discussions.

*You will love Steven’s book by the way. And get his new one, The Conversation Company.

The true experts stay hidden.

A tribute to people like Jan van der Aa, Gert Wim ter Haar, Thije Nobbe, Rogier Reker, Robert Lommers and the others that do all the work behind the screens.

Social merely scratches the surface.

CampaignsDrive traffic

Give engagement boost

FB connect sitesE.g. Meet & Seat

AdvertisingBuild reach

Drive traffic

AppsMore complex functionalitiesWeb relations

Actually helping people.

CocreationDifferent levels of

cooperation with customers.

Polle de Maagt @polledemaagt

Coreprocesses

Actually making money.

Staff/marketing

The social media geeks.

Polle de Maagt @polledemaagt

But, above all ...

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt

So, now what?!*I tried to use only my own projects.

The speedboat-approach.In contrast to the normal oiltanker-approach towards social media.

Polle de Maagt @polledemaagt

A 7-step approach generating ripples within your organisation.

1

23

45

67

Photo by

Vectors and ripples.Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn.

Polle de Maagt @polledemaagt

Intermediate

Novice

Start

Expert

Sensibilisation Conversion Metrics &Reporting

Example: KLM onboard service evolution.

2010Social campaigns

From social media to a social business.

2010-2011Social service

2011-2012Social Products

Social seating, booking and sales

2012-2013A true social business

Can you guess what’s next?

Make a senior manager horny.Get a supporter, the highest ranked person you can get. Some get motivated

by bling, others by Excel sheets or innovation. Find that button.

Polle de Maagt @polledemaagt

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Daniel Termont, Gent’s mayor (of the real world that is, not Foursquare).

We found his button (mainstream media).And for many within the city’s organisation,

that was their button.

Actually his first tweet.

Small working groups without legacy.Make sure your team isn’t tied with their hands on their back. Be legacy-free.

Polle de Maagt @polledemaagt

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Rabobank’s Robert Lommers started out in local Utrecht Rabobank entity (in 2007).

Testing, twittering, replying, finding likeminded people within the company. Over the last 5 years, it

evolved into a 16-person social hub.

*Rabobank is not a client.Photo by Upstream/Marco Derksen.

Launch new concepts below the company radar.You don’t want budget issues. Legal issues. Corporate communications issues. So, do first, ask later.

Polle de Maagt @polledemaagt

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Owner Eduardo asks every client to leave a testimonial.

At tripadvisor.com, the main source for tourists to find a hotel or B&B.

The result?Il Giglio d’Oro was the no 1 B&B in

Italy and no 7 in Europe.

Act small and learn from the results.Most projects are just so big that they’re bound to fail.

Polle de Maagt @polledemaagt

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Would this work?Would this make a difference

in their tips?

Polle de Maagt @polledemaagt

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Act with scrum, agile, beta mentality.No-one knows what’s next in social. So you better be flexible enough to go with the flow.

More buy-in from your proof points.So, how do you convince a B2B consulting company that social media actually works?Not by twittering. Let alone starting a Pinterest channel.But by showing it generates leads. High quality leads. And using that to build leverage for other channels.

Polle de Maagt @polledemaagt

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Polle de Maagt @polledemaagt

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Propel waves of success.Everyone wants to be part of a winning team. Be that winning team.

14.8% 13,939 more mentions

than December 2011*

108,084 total mentions

January sentiment:

positive negative neutral

47% 48% 5%

*Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks*

Polle de Maagt @polledemaagt

You can forget most things I told you.But please remember this ...

The speedboat-approach.A 7-step approach generating ripples within your organisation.

Polle de Maagt @polledemaagt

Photo by

7 Propel waves of success.

6 More buy-in from your proof points.

1 Make a senior manager horny.

2 Small working groups without legacy.

3 Launch new concepts below the company radar.

4 Act small and learn from the results.

5 Act with scrum, agile, beta mentality.

48Help me change companies. Act yourself.

Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.

Polle de Maagt @polledemaagt

Let me know how you change your company.

@polledemaagt / polle@polledemaagt.com / polledemaagt.com

Download the presentation at http://polle.me/polleformarcom12

(and please, give me a nice speaker rating)

Polle de Maagt @polledemaagt