Why social media is the next step in

direct marketing.And why it isn’t.

Polle de Maagt @polledemaagt

Hello. My name is Polle de Maagt.

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

Through inspiration, strategy and coaching.

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

Have a look at www.polledemaagt.com

@polledemaagt

And I write about it.

Don’t worry.I am not going to talk about social media today.

I would love to talk about how direct marketing is extremely important. About what we can learn from social

media. And what new dilemma’s emerge.If that’s ok with you.

I would love to talk about how direct marketing is extremely important. About what we can learn from social

media. And what new dilemma’s emerge.

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.

Create acts, not ads.Leo Burnett.“ “

Unused potential of a zoo.

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.

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.

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

Go to market with your customers.Telenet lauched 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 productA product that could be improved on

every level: from service, to interface and from content to functions. All ideas were

mapped according to the KANO model

Results?Over 15.000 ideas.

A neutralized discussion.

Involved customersCustomers were involved via twitter, facebook, blog and a closed research community.

Thanks to KLM everyone has a problem. 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 ...

Marketing is way to important to leave it up to the marketing department.

Steven van Belleghem.“ “

I would love to talk about how direct marketing is extremely important. About what we can learn from social

media. And what new dilemma’s emerge.

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.

Facebook forces gradual engagement.

Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.

Learning from social media: gradual 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.

Campaigns vs programs in engagement.Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers.

Maybe the best direct marketing campaign ever.Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate by asking them to leave a review on Tripadvisor. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in Europe.

I would love to talk about how direct marketing is extremely important. About what we can learn from social

media. And what new dilemma’s emerge.

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?

The most important thing: 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 give you time to build business cases and build support.Define goals with intrinsic, learning and change management KPIs.

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

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Smart projects.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.

To summarize:We talked about how direct marketing is extremely

important. About what we can learn from social media. And what new dilemma’s emerge.

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

Through inspiration, strategy and coaching.

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.

Download the presentation at polle.me/BDMA2011 or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com)

Thanks for your time.

http://polle.me/BDMA2011