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“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
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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.
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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.
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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.
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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 [email protected]
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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.
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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.
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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.
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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?
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Marketing is waaay to important to leave to marketeers.
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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.
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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.
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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 …
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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.
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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!)
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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.
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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.
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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.
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Recognize monetary value and conversation value. Recognize both monetary and conversation value.
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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.
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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.
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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.
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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.
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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.
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How? Sorry, there’s no golden formula. It actually is hard work.
I prefer a do-and-learn-approach.
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Being really clear about what you want to achieve. Be sure to define what business you’re in and set clear goals.
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Manage change. Nope, that isn’t easy. Implementing conversations and consumer connect isn’t easy. Use different change
mechanisms to gradually change the organization.
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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%
30%
20% 48
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Today’s recap is pretty simple:
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.
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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
Download the presentation at
http://polle.me/accenture2011
