Acts. Not ads. Do remarkable stuff, don’t talk remarkable stuff. for RTFM11

Acts. Not ads. Do remarkable stuff, don’t talk remarkable stuff. for RTFM11

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  Polle de Maagt@polledemaagt Acts. Not ads. Do remarkable stuff, don’t talk remarkable stuff.
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  Hello. My nameis Polle de Maagt. @polledemaagt that is.
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  I try tochange companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
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  We did asmall 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 :) 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. Results? Over 1.000.000 impressions on twitter alone. And a Cannes Lions Award for PR.
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  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.
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  I work(ed) forcompanies like
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  Let’s talk aboutthe inflation of promises and commitments. If that’s ok with you.
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  Over the last8 years ... ... I have been a 30K customer. 9,1 % was not delayed or cancelled Over my last 11 itineraries.
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  “ Create acts, notads. Leo Burnett. “
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  More difficult toexceed 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.
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  So, maybe ...we need to change tonight’s focus.
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  Polle de Maagt@polledemaagt Acts. Not manifestos. Companies, not social media gurus.
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  Honestly. Who readthe Cluetrain manifesto?
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  “ Marketing is wayto 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. “
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  Polle de Maagt@polledemaagt 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 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. More on KPIs Clear aim See next slide for more on Define 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.
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  “ Create acts, notads. Leo Burnett. “
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  48 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.
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  Thanks for yourtime. Download the presentation at polle.me/rtfm11polle or contact me via twitter (@polledemaagt) or email ([email protected]) http://polle.me/rtfm11polle