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Taking travel from ads to acts.
Let’s stop talking about social media. Let’s start doing stuff that matters.
Polle de Maagt @polledemaagt
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.
I try to change companies to be less about ads and more about acts.
Through inspiration, strategy and coaching.
www.polledemaagt.com @polledemaagt
And I write about it.Mostly to sharpen my own mind, sometimes to make myself completely ridiculous.
This presentation is 100% Apple, eBay and Zappos-free.And I will only talk about stuff I either experienced or worked on myself.
I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can share them via the backchannel).
Marketing is way too important to leave it up to the marketing department.
Steven van Belleghem.“ “
Create acts, not ads.Leo Burnett.“ “
Create stuff worth sharing.Tom de Bruyne.“ “
9,1% was not delayed or cancelled
Over my last 11 itineraries.
Over the last 8 years ...... I have been a 30K customer.
The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
Marketing is way too important to leave it up to the marketing department.
Steven van Belleghem.“ “
2
A small experiment in happiness.“Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of
6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did.
Something to proveKLM wanted to prove they recognize the
person behind every passenger.
Results?Over 1.000.000 impressions
on twitter alone. And a Cannes Lions Award for PR.
More?I will talk you through
that later :)
FoursquareEvery time a passenger told KLM
via twitter or Foursquare that he/she was at Schiphol airport,
we tried to surprise him/her in a most personal way.
The most important thing: it created momentum.Key in integrating social media is to build a ripple effect of small successful projects. It gives people in the organization time to adapt and learn. It give you time to build business cases and build support.Define goals with intrinsic, learning and change management KPIs.
People don’t change overnight. Nor do companies. Use a set of tools.
Instruments of change.
Unused potential of your employees.
What people already support our cause? Who can help us spread the word? Build best practices?
Excite others?
Workshops, training and coaching.
Knowledge, training and structural coaching.
Guidelines & Best Practices.
People need both negative and positive stimuli. Guidelines to set the boundaries, best practices to
get inspired and excited.
Smart projects.
Small, manageable project with clearly defined scopes and goals that help the organization learn,
change and set next steps.
Scanning the organization for key opinion leaders, evangelists and
advocates.
Tailored inspiration, strategy, workshop and knowledge
sessions with different departments.
Clear boundaries with social media guidelines and procedures.
Defining clear roads ahead by sharing best practices.
Deciding on priorities based on feasibility versus impact.
Defining clear KPI’s in terms of intrinsic goals, learning goals and
change management goals.
Advocacy programs, Open Coffee / Bar Camp with thought leaders, etc.
Weekly tactical meeting, inspiration workshops, content brainstorms,
internal conferences, etc.
Social media guidelines, branchemarking initiatives, etc.
Spearhead employees to test new tools, A/B testing channels, etc.
1 2 3 4
Polle de Maagt @polledemaagt
WH
ATBY
EXA
MPL
ES
Smart projects and their language.Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small
projects will force you to take baby steps every day, will help to engage more internal people, will help you develop internal learnings and best practices and a track record of successful mini projects. All to fuel
momentum.
Define projectsDefine key challenges and chop them up into manageable projects. Projects
that test hypothesizes, show progress, make you learn and fuel
momentum in other ways.
RoadmapSketch a progessive roadmap
with main todos and milestones.
More on KPIsSee next slide for more on
defining the different KPIs.
Clear aimDefine a clear aim that describes the
main purpose of the project.
Polle de Maagt @polledemaagt
To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also
to be able to make a project successful on several axes.
Project KPIs.Polle de Maagt @polledemaagt
CHANGE MANAGEMENT
INTRINSIC
LEARNING
Intrinsic KPIsYour ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in
number of followers.
Change management KPIsHow will this project help change the
organization E.g. convince manager X that LinkedIn is as converting as twitter,
gather a spearhead group of 50 internal enthousiasts.
Learning KPIsWhat can we learn from these
projects? E.g. learn which content works best to convert people to fans
or followers.
Capitalize on unused potential.
A story worth sharingWouldn’t it be great if every
Belgian felt a bit pregnant too?
Kai MookIsn’t she cute?
Unused potentialCute animals get born from
time to time. Employees were video amateurs.
Results?Over 600.000 people watched the
birth. Live. Over 33% more visitors. Nominated as product of the year.
*Ok ok ... I did NOT work on this case. My former colleagues did. And it’s a local SMB case. So cut me some slack :)
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.
The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.
Twitter forces gradual engagement.
Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targeting them in campaign season or approaching them as cash cows, engage them.
The concept of gradual 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.
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
Maybe the best social media campaign ever.
It works beats “it would be cool if” every day.
Just make sure it does the job.
]
Marketing is way too important to leave it up to the marketing department.
Steven van Belleghem.“ “
Create acts, not ads.Leo Burnett.“ “
Create stuff worth sharing.Tom de Bruyne.“ “
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.
Download the presentation at polle.me/travelmedia2011or contact me via twitter (@polledemaagt) or email ([email protected])
Thanks for your time.
http://polle.me/travelmedia2011