What content is contagious? What goes 'viral'? What stuff 'works' on social media? Here's a agency and research perspective on best practices and ideas.

1. The fluffy science
behind creating
stuff worth
sharing.
How not to get distracted by technology
while using technology.
© InSites Consulting
Polle de Maagt (@polledemaagt) for KLM Social Media Field Days 2011 (#smfdklm)
Conversation readiness 1

2. 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.
© InSites Consulting
Conversation readiness 2

3. I was invited to tell you something about stuff that
‚works‛ online, stuff that travels through networks
and is, in other words ‚worth sharing‛.

4. 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.

5. 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.

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

7. 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?

8. That offers some pretty interesting challenges.

9. TOUCHPOINTS
Consider the consumer journey.
What are all relevant contacts
(touchpoints) you have with
consumers?
CONTENT + TOUCHPOINTS
What content can you use to enrich
PEOPLE + TOUCHPOINTS Touchpoints the different touchpoints?
Where do your employees How can you use different
interact with consumers and how touchpoints to put a spotlight on
can you optimize these your content?
interactions?
People Content
CONTENT
PEOPLE Capitalize on the content you
What are the different employees, already produce. What content do
fans, positives, negatives, haters your employees and fans
and other stakeholders you can
How to plan and structure for this?
define?
produce? How can you leverage
this and plan for it?
What contact points with consumers and content/people resources do you have?
PEOPLE + CONTENT
How do you plan for quick wins developerspeopletermcontent
and longwhich content
Which
and
are
are
results? What are the right KPI’s?
sharers? How can you stimulate
both to either mine for content or
build reach?
InSites Consulting

10. 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?

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

12. 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?

13. 30%
20%
Negative versus positive
20%
Online versus offline
“Real conversations”
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.

14. Why are these conversations so important?

15. 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.

16. 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.

17. Conversations in the consumer journey.
Just a quick overview where conversations impact the journey: from
‚being there‛ in pre-purchase till activating to share.

18. RFM (Recency Frequency Monetary)
NPS (Net Promoter Score)
Steven van Belleghem, Sam Berteloot and Polle de Maagt for InSites Consulting

19. 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.

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

21. 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?

22. CP+B: Talk value
Legendary agency CP+B adds ‘tension’ and ‘talk value’, interesting
criteria to review campaigns.

23. 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?

24. 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.

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

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

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

28. 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.

29. So, combining both left and right brain approaches:
Let’s make it happen.

30. 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”.

31. 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.

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

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

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

35. 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.

36. 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.

37. 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.

38. Service
Activate Engage
Pro-Active
Reactive
Facilitate Converse
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 Sales you when you encounter negatives.
help
Steven van Belleghem, Sam Berteloot and Polle de Maagt for InSites Consulting

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

40. TOUCHPOINTS
Consider the consumer journey.
What are all relevant contacts
(touchpoints) you have with
consumers?
CONTENT + TOUCHPOINTS
What content can you use to enrich
PEOPLE + TOUCHPOINTS Touchpoints the different touchpoints?
Where do your employees How can you use different
interact with consumers and how touchpoints to put a spotlight on
can you optimize these your content?
interactions?
People Content
CONTENT
PEOPLE Capitalize on the content you
What are the different employees, already produce. What content do
fans, positives, negatives, haters your employees and fans
and other stakeholders you can
Plan and tweak for world domination: Touchpoints, People,
define?
produce? How can you leverage
this and plan for it?
Content. PEOPLE + CONTENT
See how you can grow all properties. people are content
Which
developers and which are content
sharers? How can you stimulate
both to either mine for content or
build reach?
InSites Consulting

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

42. 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.

43. 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.

44. Over-the-top-delivery
Makes negative conversations
Over-delivery
Makes positive conversations
Expectation Delivery
Gives no reason to talk
Under-delivery
Makes negative conversations
Be maniacal about managing expectations.
Under-promise, over-deliver in everything you do. Not only towards customers but
also to your colleagues.

45. On an execution level.

46. Act human.
Zappos does an amazing job in making
technology invisible and really
understanding consumers.
(Thanks Steven Verbruggen for the tip!)

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

48. 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

49. 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.

50. Smart ways of
measuring success.
Try measuring the Net Promoter
Score to see how likely it is that your
colleagues will recommend your
company.

51. 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.

52. Create stuff
worth sharing.
LinkedIn is extremely
smart in creating
personal, relevant
messages that are
extremely worth sharing.

53. 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.

54. 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.

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

56. 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.

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

58. 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.

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

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

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

62. 3) Plan. Measure. Test. Improve.
Repeat.

63. Read the manual.
Seriously.
Read it.

64. 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