"a plea for gradual engagement" for koeweidenpostma
DESCRIPTION
Why brands should commit acts, not ads and design conversation-worthy campaigns. But, most importantly, why they should stop campaigning and start gradually engaging. Gradual engagement starts from small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, people are engaged 24/7/365, not just during campaigning season.TRANSCRIPT
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A plea for gradual engagement. Why brands should commit acts, not ads and design conversation-worthy campaigns. But, most importantly, why they should stop campaigning and start gradually engaging.
Polle de Maagt (Insites Consulting) for KoeweidenPostma
Photo: Skittles
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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 #worlddomination.
This time by helping companies change
to be more about acts and
conversations, less about ads.
Guess that makes me a change agent.
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Before I forget: follow @polledemaagt #shamelessselfpromotion
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From ads to acts. Consumers (finally) forced brands to stop talking in remarkable ways (aka
remarkable advertising campaigns) and start doing stuff that actually made a
difference in consumers’ lives.
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From ads to acts: KLM showed they were really recognizing the person behind every customer. With the KLM Surprise campaign, they surprised customers based on their
Foursquare and Twitter checkins. Talking about remarkable customer service …
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From ads to acts: Nike changed the way people run. Nike could have done another
advertising campaign. Instead, they
did everything to create the coolest
running club ever, the Nike
RunHouse.
And they went even further, they
used smart technology to make
people run different routes and
longer distances: the Nike+ Graffiti
Challenge.
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Towards conversation-worthy acts. Brands expanded their paid presences into owned and earned presences. That
meant they started to design campaigns and acts to be conversation-worthy,
that would travel through offline and online conversations.
Earned Owned
Paid
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Isn’t she cute? It helped Antwerp Zoo to capitalize on their unused potential: their animals and employees. It brought them 300.000 extra visitors, a nomination for product of the year and the
best thing … the number one carnival suit of that year.
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Design to be conversation-worthy on every level. Design your acts to be worth talking about and worth sharing. Plan for
touchpoints, people and conversion.
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… and finally, (gradual) engagement. We came from acquisition to retention to advocacy. It isn’t so much about reach,
it’s more about engagement. It isn’t so much about campaigns, it is about
gradual engagement.
Because conversations aren’t a seasonal thing, it’s a 24/7/365 thing.
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Facebook forces engagement. 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. "News Feed (…) is a constantly updating list of stories from people and Pages that you follow (…) bases this on a few factors: how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update)".
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Gradual engagement. Gradual engagement starts from small interactions between brands and consumers.
Interactions, to engage consumers by little baby steps. Small steps that, all together,
make a giant leap. But more importantly, people are engaged 24/7/365, not just
during campaigning season.
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Example? Skittles’ smart triggers. Using great copy and teasing visuals Skittles engages thousands of consumers every
single time they post a wallpost on Facebook. It creates a continuous stream of small
but extremely pleasant interactions.
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Engagement funnel. Engagement isn’t just for fun. We’re working to build a brand here. Interactions
should be designed to engage consumers, not to spam them or yelling louder
and actually take them further into brand engagement.
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Engagement funnel: campaigns versus programs. Campaigns are large adhoc efforts to force reach. Programs are constant small
interactions to activate consumers to stay engaged or (preferably) move further into the
engagement funnel.
Thanks to my buddy Jourik Migom for highlighting the difference between campaigns and programs.
Large campaign to
gather followers
Compelling copy
Adwords campaign
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Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in
Europe. Conversion between stumbling and endorsing.
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Blurb goes the distance in stimulating people to talk about them. Try measuring the Net Promoter
Score to see how likely it is that your
colleagues will recommend your
company.
Conversion between following
and endorsing / contributing.
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Turkcell created a continuous live interaction. To promote it’s mobile offering, Turkcell created a live twitter-based game.
Based on twitter interactions, post-its would be removed, changed or added.
Conversion from stumbling to folllowing / endorsing / contributing.
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Let me know what you think of gradual engagement. It’s still a concept I’m working on. It’s pretty much beta. So, feel free to comment,
add or criticize via [email protected], @polledemaagt or
polle.me/gradualengagement.
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You can forget most of my marketing lingo. But please, remember these 3 things.
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1) Design to be conversation-worthy on every level. Design your acts to be worth talking about and worth sharing. Plan for
touchpoints, people and conversion.
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2) Plan for engagement. Engagement isn’t just for fun. We’re working to build a brand here. Interactions
should be designed to engage consumers, not to spam them or yelling louder
and actually take them further into brand engagement.
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3) Combine campaigns and gradual engagement. Gradual engagement starts from small interactions between brands and consumers.
Interactions, to engage consumers by little baby steps. Small steps that, all together,
make a giant leap. But more importantly, people are engaged 24/7/365, not just
during campaigning season.
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I hope I was conversation-worthy.
If so: spread the word.
Find me on twitter (@polledemaagt) or
just send me an email at
Download the presentation at
http://polle.me/koeweidenpostma
