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"Don’t trust your teachers. Don’t trust me. Listen to what your grandma told you." for Fontys
The document discusses the need for companies to focus on genuine consumer conversations rather than traditional advertising methods, emphasizing that real relationships and customer retention are more valuable than acquisition. It advocates for observing consumer behaviors, facilitating engagement, and prioritizing authentic experiences over simply being present on social media platforms. Ultimately, successful marketing should involve exceeding expectations and creating memorable interactions that drive advocacy and loyalty.
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"Don’t trust your teachers. Don’t trust me. Listen to what your grandma told you." for Fontys
- 1. Don’t trust your teachers. Don’t trust me. Listen to what your grandma told you. How social media has nothing to do with social media and how nothing has changed. © InSites Consulting Polle de Maagt (@polledemaagt) for Fontys Hogescholen Conversation readiness 1
- 2. Hello. I amPolle 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 driver conversations. Guess that makes me a change agent. Guess that makes Nike, KLM and Telenet my clients of change. © InSites Consulting Conversation readiness 2
- 3. Last year, Iworked for a pretty modest advertising agency called Boondoggle in Amsterdam and Leuven. For Nike, Rabobank, KLM and several other cool brands.
- 4. Read this manual. Seriously. Read it. This year, for a company that is committed to obtain world domination (whatever that means), InSites Consulting. Marketing research agency turned consulting agency.
- 5. Why? Because advertisingis the slow lane towards world domination. And I fell in love with this girl. I moved from Amsterdam to Ghent and work from Rotterdam, London and Ghent.
- 6. Honestly, sentences likethe world has changed, power has shifted to the consumer, increase your share of conversation, consumers trust each other most, shifting power from marketers to consumers, marketers are no longer in control, social media strategy and learn to lose control make me puke in my mouth a bit. While it is really really simple.
- 7. It’s not aboutbeing on Facebook. Or Twitter. Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end goals. So it really is about if and how both can help you reach your end goal. Which is most likely not about having a Facebook fan page and more about driving conversations, customer retention, sales or brand value. © InSites Consulting Conversation readiness 7
- 8. It’s not aboutbeing a big brand. With big brands come big problems. Never look for an excuse in just being a small company with little budgets. When it comes to connecting with consumers, real relationships work. And size, for once, doesn’t matter. © InSites Consulting Conversation readiness 8
- 9. And it certainlyisn’t about being the first mover in adopting new technology. Mobile, augmented reality, location based services are all just awesome. And yes, there is PR-value in being the first Augmented Reality bakery in your neighborhood. But is that really what you want your consumers to talk about? © InSites Consulting Conversation readiness 9
- 10. “ Advertising is thefee for being unremarkable. “ Robert Stephens (GeekSquad)
- 11. Not a thingchanged. (this is the listen-to-your-grandma part)
- 12. Who have youalways trusted? Your peers. This is my friend Jourik. I trust him with everything that has to do with Brussels, food and women.
- 13. Customer retention hasalways been cheaper than acquisition. It’s cheaper to keep your current customers happy than recruit new ones.
- 14. Happy customers havealways driven retention and advocacy. Take Zappos and their service philosophy. A small story about free shipping. Oh, and read Delivering Happiness.
- 15. Happiness has alwaysbeen about managing expectations. Under-promise. Over-deliver. Do more than customers expect, but don’t over-do it.
- 16. A new technologyevery day. In the end, stories stick. Kay Mook gained the Antwerp Zoo 300K extra visitors and almost became product of the year 2009. More at http://polle.me/ccjSNL
- 17. But wait, somethings did change.
- 18. Technology made thingseasier and opened up new possibilities and niches, like TS2AS.org. Technology made things easier. Gave us reach. Made it easy to compare.
- 19. People started tobe connected always, everywhere. People started to be connected everywhere.
- 20. It was nevereasier to find everything about everything. Google, Wikipedia and even Twitter and Facebook.
- 21. People started toout-converse brands. Brands realized they had facilitate instead of shout.
- 22. Employees started totalk. People are more authentic, more passionate and have lower overhead cost. Period.
- 23. Company culture becameincreasingly important. There are so many icecream brands, but the difference is in their company culture.
- 24. People got fed-upwith bad customer service and are striking back. And not with some crappy message on their blog, but with brute force.
- 25. The best advertisingstarted to have nothing to do with advertising: Commit acts, not ads. Albert Heijn actually helps people.
- 26. The best advertisingstarted to have nothing to do with advertising: Commit acts, not ads. Nike actually changes the way people run.
- 27. With change becamenew and different ways to earn money. Gym-Pact let’s people pay when they DON’t turn up in their gym.
- 28. With change camenew competitors. Wakoopa once was a geek tool, now a very promising marketing research tool.
- 29. For many companies,this is pretty radical change. Not a change that was about social media alone A real change.
- 30. Old New More advertising Acts, not ads Suboptimal fit New relevance Creative idea Smart idea Undergoing conversation Leading conversation Traditional brands Humanized brands Consumer as customer Consumer as co-creator Technical benefits Emotional benefits Acquisition Retention
- 31. Acts not ads. Greatexample: the small acts of fun that were planned by Volkswagen to prove that putting a little fun in people’s lives will change behavior.
- 32. New relevance. Old Spicetook ‘relevance’ to the new level.
- 33. Smart ideas. Ideas thatgenerate business and change people’s behavior.
- 34. Leading conversations. Penguin booksactually reaches out to help people to talk about them.
- 35. Humanized brands. KLM surprisedcustomers in a personal way.
- 36. Consumer as co-creator. Telenetlaunched a beta product, Yelo, and improved it together with their customers.
- 37. Emotional benefits. Actimel hadto overcome negative conversations to realize they had to change the way they communicated.
- 38. Retention and advocacy. Thebest advertising campaign I have seen in years: a small leaflet I got from Eduardo, the owner of a pretty simple B&B in Florence.
- 39. And a lastone: Create things worth sharing. Think about small things worth talking about.
- 40. It’s really simple: Acthuman. Build upon the things you’re already doing. Think conversations. And on top of that: here’s some structure to help you out.
- 41. Observe Facilitate Join The three pillars of conversation management.
- 42. Start with observingand listening. There are simple tools to observe what consumers are doing. Via search.twitter.com or more advanced tools. But what about customer emails?
- 43. Facilitate. Ben & Jerry’scrowdsources their marketing plan and icecream flavors via an online platform with brand fans. Photo by jason.dsilva
- 44. Join. Helping helps. Exceedingcustomer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%).
- 45. Use pilot projectsto learn and change. Telenet launched a beta product to let consumer help them eventually create a better product. Think in intrinsic, learning and change KPI’s.
- 46. Be maniacal aboutmeasuring and tweaking. Measure views, clicks, but even more important: your return on investment. Extremely simple, but effective: the Net Promoter Score.
- 47. You can forgetmost of the things I said in this introduction. But please, remember these 3 things.
- 48. 1) Conversations drive business. Companies that connect with their consumers perform better. So start the conversation.
- 49. 2) To drive conversations, exceed expectations and create stuff worth sharing. Don’t plan only for life time money value, but for life time conversation value.
- 50. 3) Start with observing, but start with simple ways to drive conversations. Start monitoring, start with pilots and learn while doing.
- 51. I hope Iwas worth sharing. Send me an email at [email protected] or find me on twitter at @polledemaagt. Find the presentation at http://polle.me/fontys11