The most powerful thing on earth: not telling people what to do

The most powerful thing on earth:

not telling people what to do.

Let’s stop talking, let’s start doing.Acts, not ads.

Polle de Maagt @polledemaagt

Polle de Maagt. The reason to move to GentThe love of my life. What better

reason is there?!

I sooooo love Blackberry ...... but recently switched to iPhone

(it’s not you, it’s me).

Yep. I know I 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.

Changing companies to be more about acts, less about ads.

I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.

I work(ed) for companies like

I will not tell you about social media.Because nothing is about social media.

I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can easily remember them).

Be maniacal in managing expectations.

Create acts, not ads.Leo Burnett.“ “

Create momentum.

Be maniacal in managing expectations.

1

I am an illegal immigrant.

Yep.That;s me.

Untechnologizing technology, beyond the standard support mails. Zappos does an amazing job in making technology invisible and really understanding consumers.

9,1% was not delayed or cancelled

Over my last 11 itineraries.

Over the last 8 years ...... I have been a 30K customer.

The growing challenge of 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 ...

Blurb’s nifty use of the Net Promoter Score.Online publishing platform Blurb goes the distance in stimulating people to talk about them. They measure how likely it is that you will recommend the product to friends. Even more, they use this information to tailor offerings.

A small 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 proveKLM wanted to prove they recognize the

person behind every passenger.

Results?Over 1.000.000 impressions

on twitter alone. And a Cannes Lions Award for PR.

More?I will talk you through

that later :)

FoursquareEvery 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.

Honestly. Cool or freaky?

Create acts, not ads.Leo Burnett.“ “

2

Really, will this work?Warm welcome.

Is there really no different way to tell me this?

In Italy, this is actually their main source of revenue.

People who actually use the free wifi to work there.

The party of the year hardly ever is the party of the year.

My dad.“ “

For me, it all started with this bill.

Would this work?Would this make a difference

in their tips?

Yep.I should treat my nails better.

Nike changed the way people run.

Running furtherTo run a decent figure, people

needed to run further than they were used to.

Running other routesNot the same round every day,

but a route worth running.

A club worth joiningConnected 24/7/365.

Results?Over 40.000 connected runners,

behavior change amongst runners. SpinAwards and Webby Award.

Nudge and hack yourself.

Seinfeld ApproachDon’t break the chain.

Yes you can.

Wouldn’t it be awesome ...... to turn all advertising space

on Times Square into art? That’s the idea of TimesSquare

to ArtSquare #TS2AS.

Justus BrunsActually, he grew up in

Belgium.

When you have a great idea, you get away with

ugly jackets.Remember that.

Create momentum.

3

Challenging Gent’s mayor.

Daniel Termont.A genuinely awesome guy.

He personally answers all emails he gets.

Approximately 250 a day.

Capitalize on unused potential.

A story worth sharingWouldn’t it be great if every

Belgian felt a bit pregnant too?

Kai MookIsn’t she cute?

Unused potentialCute animals get born from

time to time. Employees were video amateurs.

Results?Over 600.000 people watched the

birth. Live. Over 33% more visitors. Nominated as product of the year.

People don’t change overnight. Nor do companies. Use a set of tools.

Instruments of change.

Unused potential of your employees.

What people already support our cause? Who can help us spread the word? Build best practices?

Excite others?

Workshops, training and coaching.

Knowledge, training and structural coaching.

Guidelines & Best Practices.

People need both negative and positive stimuli. Guidelines to set the boundaries, best practices to

get inspired and excited.

Smart projects.

Small, manageable project with clearly defined scopes and goals that help the organization learn,

change and set next steps.

Scanning the organization for key opinion leaders, evangelists and

advocates.

Tailored inspiration, strategy, workshop and knowledge

sessions with different departments.

Clear boundaries with social media guidelines and procedures.

Defining clear roads ahead by sharing best practices.

Deciding on priorities based on feasibility versus impact.

Defining clear KPI’s in terms of intrinsic goals, learning goals and

change management goals.

Advocacy programs, Open Coffee / Bar Camp with thought leaders, etc.

Weekly tactical meeting, inspiration workshops, content brainstorms,

internal conferences, etc.

Social media guidelines, branchemarking initiatives, etc.

Spearhead employees to test new tools, A/B testing channels, etc.

1 2 3 4

Polle de Maagt @polledemaagt

WH

ATBY

EXA

MPL

ES

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 projectsDefine key challenges and chop them up into manageable projects. Projects

that test hypothesizes, show progress, make you learn and fuel

momentum in other ways.

RoadmapSketch a progessive roadmap

with main todos and milestones.

More on KPIsSee next slide for more on

defining the different KPIs.

Clear aimDefine a clear aim that describes the

main purpose of the project.

Polle de Maagt @polledemaagt

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.

Project KPIs.Polle de Maagt @polledemaagt

CHANGE MANAGEMENT

INTRINSIC

LEARNING

Intrinsic KPIsYour ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in

number of followers.

Change management KPIsHow will this project help change the

organization E.g. convince manager X that LinkedIn is as converting as twitter,

gather a spearhead group of 50 internal enthousiasts.

Learning KPIsWhat can we learn from these

projects? E.g. learn which content works best to convert people to fans

or followers.

Maybe the best social media campaign ever.

It works beats “it would be cool if” every day.

Just make sure it does the job.

]

You can forget most of the things I said today. But please, remember 3 things.

Be maniacal in managing expectations.

Create acts, not ads.Leo Burnett.“ “

Create momentum.

48Help 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.

I try to change companies to be less about ads and more about acts.

Through inspiration, strategy and coaching.

Download the presentation at polle.me/nudgedenboschor contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

Thanks for your time.

http://polle.me/nudgedenbosch