acts. not ads. do remarkable stuff, don’t talk remarkable stuff. for rtfm11
DESCRIPTION
Acts. Not ads. Do remarkable stuff, don’t talk remarkable stuff. 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
Acts. Not ads.Do remarkable stuff,
don’t talk remarkable stuff.
Polle de Maagt @polledemaagt
Hello. My name is Polle de Maagt.@polledemaagt that is.
I try to change companies to be less about ads and more about acts.
Through inspiration, strategy and coaching.
We did 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.
Nike changed the way people run.
Running furtherTo run a decent figure, people
needed to run further than they were used to.
Running other routesNot the same round every day,
but a route worth running.
A club worth joiningConnected 24/7/365.
Results?Over 40.000 connected runners,
behavior change amongst runners. SpinAwards and Webby Award.
I work(ed) for companies like
Let’s talk about the inflation of promises and commitments.
If that’s ok with you.
9,1% was not delayed or cancelled
Over my last 11 itineraries.
Over the last 8 years ...... I have been a 30K customer.
Create acts, not ads.Leo Burnett.“ “
More difficult to exceed expectations every day.It’s pretty basic: do more than people expect to stimulate word of mouth. However, 365/24/7 webcare and other services change the normal, a new normal, a new hygiene level.
So, maybe ... we need to change tonight’s focus.
Acts. Not manifestos.
Companies, not social media gurus.
Polle de Maagt @polledemaagt
Honestly. Who read the Cluetrain manifesto?
Marketing is way to important to leave it up to the marketing department.
Steven van Belleghem.“ “
Social media is way to important to leave it up to the social media experts.
Polle de Maagt.“ “
Talk their language.Talk 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
Create acts, not ads.Leo Burnett.“ “
48Change 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/rtfm11polle or contact me via twitter (@polledemaagt) or email ([email protected])
Thanks for your time.
http://polle.me/rtfm11polle
