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Presentation on brands, campaigning and digital structures for this year's #KJ12 event in Rhenen (Netherlands).Examples from KLM (Sur)
Citation preview
Do stuff worth sharing.Small steps to success in this digital world.
@polledemaagt for #KJ12
Polle de Maagt @polledemaagt
Polle de Maagt. The reason to move to GentThe love of my life. What better
reason is there?!
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
Sorry, I only have 20 minutes.
Polle de Maagt @polledemaagt
A change in buying behavior*
Polle de Maagt @polledemaagt
*Kudos to my long-time friend Tom de Bruyne (SUE Amsterdam) for pointing me that out.
Stumble, search & buy. Bash & praise. Virtual money. Micropay & subscriptions.
The challenge of managing expectations.Polle de Maagt @polledemaagt
Over-the-top-deliveryFeeds negative conversations
Over-deliveryFeeds positive conversations
Under-deliveryFeeds negative conversations
DeliveryNo reason for conversations
Expectations levelSet by pricing, brand, communications, previous experience, hearsay
Towards frictionless sharing (and a bias).
Polle de Maagt @polledemaagt
A quick word on campaigns versus programs.
Polle de Maagt @polledemaagt
A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer has to have a recent interaction with a brand.
Facebook forces gradual engagement.
Polle de Maagt @polledemaagt
Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers.
Campaigns versus programs in engagement.
DriftingConsumers aren’t engaging in any
way. E.g. consumer is just browsing around online, doesn’t visit our
stores.
StumblingConsumer stumbled upon online
brand content or comes into contact with us offline. E.g. consumers reads
an article shared by a friend.
FollowingConsumer commits to the brand by
liking, subscribing, following or ‘fan’-ing the brand or leaving contact details. E.g. consumer becomes a
facebook fan.
EndorsingConsumer tells others. Consumer likes a piece of content, collects it,
curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer
ranks a hotel on Tripadvisor.
ContributingConsumer collaborates with a brand
on adhoc or long term basis. E.g. consumer joins Telenet cocreation
community.
Fill the funnel
Spotlight on ambassadors
Activate to share
Select for communityBannering
for likes
Adwordsto convert
Polle de Maagt @polledemaagt
Constructing a shareable campaign.Polle de Maagt @polledemaagt
Smart media investments
Grand prize
Celebrities
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A campaign worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Polle de Maagt @polledemaagt
A collective goal
Ben & Jerry’s Givolution.
Something we can all relate to
The After Hours Athletes.
Prove in acts, not ads
The difference between saying stuff and actually doing stuff.
A cause worth joining
Shouldn’t we add real value?
Polle de Maagt @polledemaagt
Shouldn’t we use social media to fix the top-10 customer
annoyances?
Nike changed the way people run.
Running furtherTo run a decent figure, people
needed to run further than they were used to.
Running other routesNot the same round every day,
but a route worth running.
A club worth joiningConnected 24/7/365.
Results?Over 40.000 connected runners,
behavior change amongst runners. SpinAwards and Webby Award.
Polle de Maagt @polledemaagt
Polle de Maagt @polledemaagt
Constructing a shareable campaign.Polle de Maagt @polledemaagt
Smart media investments
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A campaign worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Grand prize
Celebrities
Polle de Maagt @polledemaagt
A reason to involve friends
Give a plausible reason to involve others.
A reason to share
Cool, funny, something else?
What will be the tweet?
Imagine: what will be the tweet about your campaign?
Create stuff worth sharing
Example: Trip Planner
Like Trip Planner? Help us make Trip Planner even better by sharing your ideas via /klm or @klm
Trip Planner is a very easy way to plan a trip with your friends.
Use Facebook to gatheryour friends ...
... find a date, destination and price that works for everyone ...
... book and enjoy!
1 2 3
Polle de Maagt @polledemaagt
Photo by @nalden
Constructing a shareable campaign.Polle de Maagt @polledemaagt
Smart media investments
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A campaign worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Grand prize
Celebrities
Polle de Maagt @polledemaagt
Social objects
Create stuff that ends up in blogposts.
A smooth flow
Make it simple.
Embeddable & Shareable
Make it easy to share.
A shareable construct
21 3
Polle de Maagt @polledemaagt
You can forget most of the things I told you today.
But please remember this.
Polle de Maagt @polledemaagt
Constructing a shareable campaign.Polle de Maagt @polledemaagt
Smart media investments
A cause worth joiningA purpose to believe in.
A reason to start your own Facebook page.
A shareable constructRemoving all hurdles, making it
easy to share and embed.
A campaign worth bugging your friends with
Consisting of stuff worth sharing and a reason to engage your friends.
Grand prize
Celebrities
Polle de Maagt @polledemaagt
Download the presentation at
http://polle.me/kj12polle
Polle de Maagt@polledemaagt