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It works beats “it would
be cool if” every day.
Just make sure it does the job.
Maybe the best social media campaign ever.](https://image.slidesharecdn.com/2011-12-02-eurib-actsnotads-111114120113-phpapp02/75/The-noble-art-of-building-brands-worth-sharing-for-EURIB-36-2048.jpg)
Uploaded byPolle de Maagt
The noble art of building brands worth sharing for EURIB
Polle de Maagt emphasizes the necessity for brands to engage in actions rather than advertisements, advocating for a shift towards creating meaningful connections with consumers through shared experiences and social media. He shares successful case studies that highlight the effectiveness of collaborative engagement and the importance of continuous efforts in marketing strategies. The overall message is that marketing should not be confined to a department but should involve everyone in an organization to foster genuine consumer relationships.
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The noble art of building brands worth sharing for EURIB
- 1. Polle de Maagt@polledemaagt The noble art of building brands worth sharing. Let’s stop talking, let’s start doing.
- 2. Yep. I knowI 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.
- 3. I try tochange companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
- 4. I work(ed) forcompanies like
- 5. And I writeabout it. Mostly to sharpen my own mind, sometimes to make myself completely ridiculous. www.polledemaagt.com @polledemaagt
- 6. This presentation is100% Apple, eBay and Zappos-free. And I will only talk about stuff I either experienced or worked on myself. I hope that’s practical enough for you guys ;)
- 7. I would liketo talk about 3 things today. (Don’t worry, I made them tweet-size, so you can share and/or remember them).
- 8. “ Marketing is waytoo important to leave it up to the marketing department. Steven van Belleghem. “ “ Create acts, not ads. Leo Burnett. “ “ Create stuff worth sharing. Tom de Bruyne. “
- 9. “ Social media isway too important to leave it up to the marketing department. Polle de Maagt. “ “Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
- 10. “ Social media isway 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. “
- 11. 1 “ Create acts, notads. Leo Burnett. “
- 12. A competition worthparticipating. 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 Bendtner New 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.
- 13. 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.
- 14. The growing challengeof managing expectations. It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations. And it sets a new normal ...
- 15. Go to marketwith 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.
- 16. *Ok, ok, thisis not my own case.
- 17. So, where wasthe chapter on tweets and wallposts in our brand book again? How can you be both coherent in customer service, invoices, tweets and wallposts?
- 18. 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 feel Eyecandy support for the ... and seriously copy and company feel. If a dog food company can do it, you can do it.
- 19. 2 “ Marketing is waytoo important to leave it up to the marketing department. Steven van Belleghem. “
- 20. A small experimentin 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.
- 22. Honestly. Cool orfreaky?
- 23. The most importantthing: it created momentum. Key in integrating social media is to build a ripple effect of small successful projects. It gives people in the organization 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.
- 24. 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 with WHAT 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.
- 25. 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 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.
- 26. 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.
- 27. “ If you can’tprove your return, you should be fired. (Yes, you can quote me on that). “
- 28. 3 “ Create stuff worthsharing. Tom de Bruyne. “
- 29. Hierbij de advertentievan Boondoggle 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.
- 30. A celebration ofstuff 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 you Boondoggle Amsterdam invites it’s friends to attend. Usually, people cooler than you (and certainly me).
- 31. Warning: this partis a bit theoretical.
- 32. Facebook forces gradual engagement. Alot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer has to have a recent interaction with a brand.
- 33. Twitter forces gradualengagement. The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24- hour content strategy.
- 34. The concept ofgradual 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.
- 35. Campaigns versus programsin 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.
- 36. ] It works beats “it would be cool if” every day. Just make sure it does the job. Maybe the best social media campaign ever.
- 37. You can forgetmost of the things I said today. But please, remember 3 things.
- 38. “ Social media isway 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. “
- 39. 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.
- 40. I try tochange companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
- 41. Thanks for yourtime. Download the presentation at polle.me/EURIB2011 or contact me via twitter (@polledemaagt) or email ([email protected]) http://polle.me/EURIB2011