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Acts not ads. I guess trying to change marketeers to do less advertising and more acts from time to time means you have to preach to new marketeers. Well, preaching might not be the right word but nudging or gently convincing to be more about acts pretty much sums it up.
Gently convincing to create stuff worth sharing. To be maniacal in managing expectations. To create acts, not ads. To not only contact consumers when they have to pay an invoice, but to gradually engage them via campaigns AND programs. And that to do this, you have to change companies from the inside. Not by brute force, but by smart projects.
So, here’s to the new class of marketeers at Lessius Mechelen that is prepared to build brands worth sharing and talking about.
The noble art of building brands worth sharing for Lessius Interactive Marketing.
Polle de Maagt @polledemaagt The noble art of building brands worth sharing. Let’s stop talking, let’s start doing.
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. I sooooo love Blackberry ... ... but recently switched to iPhone (it’s not you, it’s me).Polle de Maagt. The reason to move to Gent The love of my life. What better Changing companies to be reason is there?! 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.
A competition worth participating. 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. Nicklas BendtnerNew Mercurial Vapor boot What a guy.Not the same round every day, but a route worth running. Results? Over 500 designed pairs and 60.000 activated youngsters.
Running other routes Not the same round every day, but a route worth running. Running further To run a decent figure, people needed to run further than they were used to.Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not toover-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
Go to market with your customers. Telenet launched 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. Involved customers Results?Customers were involved via Over 15.000 ideas.twitter, facebook, blog and a A neutralized discussion.closed research community.
So, where was the chapteron tweets and wallposts inour brand book again?How can you be both coherent incustomer service, invoices, tweets andwallposts?
Polle de Maagt @polledemaagt Coherent brands: Dogma is for dogs. Usually, brands are defined in vision documents. Or even worse, tag clouds. But with so many new touchpoints between brands and consumers, we need an identity that both works in a tweet and an invoice. An identity that is coherent, media-neutral and that inspires rather than restricts. Inspiring copy Copy that sets the tone, restricts, inspires and shows company character. Visual feelEyecandy support for the ... and seriously copy and company feel. If a dog food company can do it, you can do it.
2“Marketing is way too important to leave it up to the marketing department. Steven van Belleghem. “
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. 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. Results? Over 1.000.000 impressions on twitter alone. And a Cannes Lions Award for PR.
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 theorganization time to adapt and learn. It gives you time to build business cases and build support.Define goals with intrinsic, learning and change management KPIs.
Polle de Maagt @polledemaagt Instruments of change. People don’t change overnight. Nor do companies. Use a set of tools. 1 2 3 4 Unused potential of your Workshops, training and Guidelines & Smart projects. employees. coaching. Best Practices. Small, manageable project withWHAT What people already support our Knowledge, training and People need both negative and cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals the word? Build best practices? the boundaries, best practices to that help the organization learn, Excite others? get inspired and excited. change and set next steps. Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.BY advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of departments. sharing best practices. intrinsic goals, learning goals and change management goals.EXAMPLES Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools, Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc. internal conferences, etc.
Polle de Maagt @polledemaagt 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 themup into manageable projects. Projects that test hypothesizes, show progress, make you learn and fuel momentum in other ways. More on KPIs Clear aim See next slide for more onDefine a clear aim that describes the defining the different main purpose of the project. KPIs. Roadmap Sketch a progessive roadmap with main todos and milestones.
Polle de Maagt @polledemaagt Project KPIs. 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. Intrinsic KPIs Your ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in number of followers. INTRINSIC LEARNING CHANGE MANAGEMENT Learning KPIs Change management KPIs What can we learn from these How will this project help change the projects? E.g. learn which content organization E.g. convince manager X that works best to convert people to fans LinkedIn is as converting as twitter, or followers. gather a spearhead group of 50 internal enthousiasts.
“If you can’t prove your return, you should be fired. (Yes, you can quote me on that). “
3“Create stuff worth sharing. Tom de Bruyne. “
Hierbij de advertentie vanBoondoggle voor Adformatie. My old friends from ... euh ... Isn’t she cute? 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.
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. This is @btriele by the way. A guy that most definately will make you horny.Use your unused potential. People cooler than youBoondoggle Amsterdam invites it’s friends to attend. Usually, peoplecooler than you (and certainly me).
Facebook forcesgradual engagement.A lot of campaigns are designed to collectFacebook likes. To be able to tap into theconsumer news feed, however, a consumerhas to have a recent interaction with abrand.
Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24- hour content strategy.
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. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into contact likes a piece of content, collects it, with us offline. E.g. consumers reads curates it, retweets it, shares it and/or an article shared by a friend. evaluates a brand. E.g. consumer ranks a hotel on Tripadvisor. Contributing Consumer collaborates with a brand Following on adhoc or long term basis. E.g. consumer joins Telenet cocreation Drifting Consumer commits to the brand by community. Consumers aren’t engaging in any liking, subscribing, following or ‘fan’- way. E.g. consumer is just browsing ing the brand or leaving contact around online, doesn’t visit our details. E.g. consumer becomes a stores. facebook fan.
Campaigns versus programs in engagement. Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into contact likes a piece of content, collects it, with us offline. E.g. consumers reads curates it, retweets it, shares it and/or an article shared by a friend. evaluates a brand. E.g. consumer ranks a hotel on Tripadvisor. Adwords Activate to convert to share Spotlight on ambassadors Select for Bannering community for likes Fill the funnel Contributing Consumer collaborates with a brand Following on adhoc or long term basis. E.g. consumer joins Telenet cocreation Drifting Consumer commits to the brand by community.Consumers aren’t engaging in any liking, subscribing, following or ‘fan’-way. E.g. consumer is just browsing ing the brand or leaving contact around online, doesn’t visit our details. E.g. consumer becomes a stores. facebook fan.
] It works beats “it would be cool if” every day. Just make sure it does the job.Maybe the best social media campaign ever.
You can forget most of the things I said today. But please, remember 3 things.
“Social media is way too important to leave it up to the social media department. Polle de Maagt. “ “Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
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.
I try to change companies to be less about ads and more about acts.Through inspiration, strategy and coaching.
Thanks for your time. Download the presentation at polle.me/lessius2011or contact me via twitter (@polledemaagt) or email (email@example.com) http://polle.me/lessius2011