"A plea for gradual engagement" for KoeweidenPostma

1 Conversation readiness © In

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

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.

Before I forget: follow @polledemaagt #shamelessselfpromotion

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.

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 …

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.

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

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.

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.

… 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.

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)".

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.

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.

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.

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

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.

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.

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.

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 polle@insites.eu, @polledemaagt or

polle.me/gradualengagement.

You can forget most of my marketing lingo. But please, remember these 3 things.

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.

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.

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.

I hope I was conversation-worthy.

If so: spread the word.

Find me on twitter (@polledemaagt) or

just send me an email at

polle@insites.eu.

Download the presentation at

http://polle.me/koeweidenpostma

"A plea for gradual engagement" for KoeweidenPostma

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