The noble art of creating stuff worth sharing. Let’s stop talking, let’s start doing.

Nothing changed and everything changed.
The more direct contact brands have with consumers,
the more they need a coherent core identity.
One that translates both into tweets and invoices
in campaigns, and more important, a permanent dialogue.
Because people’s expectations have shifted.
Towards new client service normals.
From ads to acts.

Changing companies towards more consumer centricity isn’t easy.
That requires proving you’re on the right track every single day.
Showing progress.
Building upon your companies’ unused potential.

Transcript

1. The noble art of creating stuff worth sharing. Let’s stop talking, let’s start doing. And, yes, there are some hipster social media guru evangelist model frameworks inside. Polle de Maagt @polledemaagt
2. Polle de Maagt. The reason to move to Gent The 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.
3. I try to change companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
4. I work(ed) for companies like
5. Have a look at www.polledemaagt.com @polledemaagt And I write about it.
6. This presentation is 100% Apple and Zappos-free. And I will only talk about stuff I either experienced or worked on myself.
7. 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).
8. Marketing is way to 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. Create acts, not ads. Leo Burnett. Social media is way to important to leave it up to the marketing department. Polle de Maagt. “ “ “ “ Create stuff worth sharing. Tom de Bruyne. “ “
10. Create acts, not ads. Leo Burnett. Social media is way to important to leave it up to the social media department. Polle de Maagt. “ “ “ “ Create stuff worth sharing. Tom de Bruyne. “ “
11. Create acts, not ads. Leo Burnett. “ “ 1
12. New Mercurial Vapor boot Not the same round every day, but a route worth running. Nicklas Bendtner What a guy. Results? Over 500 designed pairs and 60.000 activated youngsters. Wouldn’t it be awesome to see Denmark’s brightest football star Nicklas Bendtner’s score the winning goal in your shoes? The campaign invited youngsters to design a pretty remarkable pair and activate their friends to help them win. A competition worth participating.
13. Nike changed the way people run. Running further To run a decent figure, people needed to run further than they were used to. Running other routes Not the same round every day, but a route worth running. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
14. 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 ...
15. Go to market with your customers. Telenet lauched Yelo, an innovative product that let consumers watch TV live on any device. One problem: the product wasn’t finished. The solution? Involve the consumers via facebook, twitter and a closed community to make the product even better. A beta product A product that could be improved on every level: from service, to interface and from content to functions. All ideas were mapped according to the KANO model Results? Over 15.000 ideas. A neutralized discussion. Involved customers Customers were involved via twitter, facebook, blog and a closed research community.
16. Marketing is way to important to leave it up to the marketing department. Steven van Belleghem. “ “ 2
17. 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 prove KLM 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 :) Foursquare Every 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.
18. Honestly. Cool or freaky?
19. 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.
20. 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 WHAT BY EXAMPLES
21. 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 projects Define key challenges and chop them up into manageable projects. Projects that test hypothesizes, show progress, make you learn and fuel momentum in other ways. Roadmap Sketch a progessive roadmap with main todos and milestones. More on KPIs See next slide for more on defining the different KPIs. Clear aim Define a clear aim that describes the main purpose of the project. Polle de Maagt @polledemaagt
22. 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 KPIs Your ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in number of followers. Change management KPIs How 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 KPIs What can we learn from these projects? E.g. learn which content works best to convert people to fans or followers.
23. If you can’t prove your return, you should be fired. (Yes, you can quote me on that). “ “
24. Create stuff worth sharing. Tom de Bruyne. “ “ 3
25. Hierbij de advertentie van Boondoggle voor Adformatie. Mogelijk ontdekt u in deze advertentie hier en daar wat subtiele elementen die het tegendeel zouden kunnen suggereren, maar dit is wel degelijk de nieuwe campagne voor Adformatie. Van Boondoggle. My old friends from ... euh ... Isn’t she cute?
26. Use your unused potential. This is @btriele by the way. A guy that most definately will make you horny. People cooler than you Boondoggle Amsterdam invites it’s friends to attend. Usually, people cooler than you (and certainly me). A celebration of stuff worth sharing Boondoggle Amsterdam asks it’s friends: what makes you horny? That usually turns out in 15 speakers with 10 slides worth twittering and facebooking. Each.
27. Warning: this part is a bit theoretical. And I will only talk about stuff I either experienced or worked on myself.
28. A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer had to have a recent interaction with a brand. Facebook forces gradual engagement.
29. Twitter forces gradual engagement. The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24- hour content strategy.
30. The concept of 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.
31. Campaigns vs programs in engagement. Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers.
32. Maybe the best social media campaign ever. It works beats “it would be cool if” every day. Just make sure it does the job. ]
33. You can forget most of the things I said today. But please, remember 3 things.
34. Create acts, not ads. Leo Burnett. Social media is way to important to leave it up to the social media department. Polle de Maagt. “ “ “ “ Create stuff worth sharing. Tom de Bruyne. “ “
35. 48 Help 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.
36. I try to change companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
37. Download the presentation at polle.me/socmedprakpolle or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com) Thanks for your time. http://polle.me/socmedprakpolle