“How social technologies are changing business” for Accenture

1 Conversation readiness © In

“How social technologies are changing business” Haha. What a joke for a title. Let’s just say: back to basics, how to build upon the things you’re already doing.

Polle de Maagt (Insites Consulting) for Accenture

Hello. I am Polle de Maagt.

I work at a pretty remarkable

marketing research agency called

InSites Consulting, trying to reach

#worlddomination.

We help companies change to be

more about acts and conversations,

less about ads.

Guess that makes me a change

agent.

Last year, I tried to change the way people run, together with my buddies at Boondoggle and Nike. We used smart technology to help

people to put some playfullness back

in running, Nike+ Graffiti Challenge.

But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did. And yes, we met through the internet.

Managing expectations: I only have 25 minutes. That is not enough to change the world. Let alone a company. It might not even

be enough to change your mind.

That isn’t even enough to tell you guys how much I appreciate Jort Possel.

If you need me after this presentation, just send me an email at polle@insites.eu

I am not going to insult you with fancy data about twitter growth (although I am a marketing researcher). This is just a pie chart that looks a bit like pacman. Because it’s not about twitter

growth or the number of hours of video content uploaded on YouTube.

It’s not about being 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.

It’s not about being a big brand. With big brands come big problems. When it

comes to connecting with consumers, real

relationships work. And size, for once, doesn’t

matter.

And it certainly isn’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?

Marketing is waaay to important to leave to marketeers.

1) It is about acts, not ads. 2) It is about putting customers first. 3) It is about using your unused potential. 4) It is about leveraging technology to make this all

happen.

Expectation

Over-delivery Makes positive conversations

Over-the-top-delivery Makes negative conversations

Under-delivery Makes negative conversations

Delivery Gives no reason to talk

Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but

also to your colleagues.

Commit acts not ads: surprising KLM passengers. With the KLM Surprise campaign, KLM surprised customers based on their

Foursquare and Twitter checkins. Talking about remarkable customer service and

really understanding what their consumers are about …

happen.

Act human. We use technology to help our

consumers better. But does it really

work or does it backfire?

Zappos does an amazing job in making

technology invisible and really

understanding consumers.

(Thanks Steven Verbruggen for the tip!)

Advocacy is the new retention is the new acquisition: Pemco’s customer service excellence. No fake promises anymore, just acts and service. At this moment, 94% of their

customer stays a customer.

Example? Ben & Jerry’s and Unilever engage consumers in product development and marketing. In a closed research community, we make sure 150 consumers really make the

difference.

happen.

Recognize monetary value and conversation value. Recognize both monetary and conversation value.

Use your unused potential: Antwerp Zoo’s cute little animals and tech-savvy 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.

happen.

Telenet launched a new product that wasn’t finished: Telenet Yelo, an application to watch tv anywhere. Instead of waiting for the product to be completely finished or selling something that

didn’t work, they asked their customers to help to make the product better.

Use smart ways of listening and improving your conversation-worthiness. Try measuring the Net Promoter

Score to see how likely it is that your

colleagues will recommend your

company.

We used this to turn a financial

service provider’s customer

service from -30 to -1.

Il Giglio d’Oro, a simple bed & breakfast in Firenze turned every customer > advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in

Europe. Conversion between stumbling and endorsing.

How? Sorry, there’s no golden formula. It actually is hard work.

I prefer a do-and-learn-approach.

Being really clear about what you want to achieve. Be sure to define what business you’re in and set clear goals.

Manage change. Nope, that isn’t easy. Implementing conversations and consumer connect isn’t easy. Use different change

mechanisms to gradually change the organization.

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

Accenture or your clients more customer connected.

20% 48

Today’s recap is pretty simple:

happen.

Thank you.

I hope I was conversation-worthy.

If so: spread the word. Follow me on twitter (@polledemaagt)

or just send me an email at

polle@insites.eu.

Download the presentation at

http://polle.me/accenture2011

“How social technologies are changing business” for Accenture

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