Do stuff worth sharing. Small steps to success in this digital world for #KJ12

Do stuff worth sharing.Small steps to success in this digital world.

@polledemaagt for #KJ12

Polle de Maagt @polledemaagt

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

reason is there?!

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.

Now Previously

Sorry, I only have 20 minutes.


A change in buying behavior*


*Kudos to my long-time friend Tom de Bruyne (SUE Amsterdam) for pointing me that out.

Stumble, search & buy. Bash & praise. Virtual money. Micropay & subscriptions.

The challenge of managing expectations.Polle de Maagt @polledemaagt

Over-the-top-deliveryFeeds negative conversations

Over-deliveryFeeds positive conversations

Under-deliveryFeeds negative conversations

DeliveryNo reason for conversations

Expectations levelSet by pricing, brand, communications, previous experience, hearsay

Towards frictionless sharing (and a bias).


A quick word on campaigns versus programs.


A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer has to have a recent interaction with a brand.

Facebook forces gradual engagement.


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

Campaigns versus programs in engagement.

DriftingConsumers aren’t engaging in any

way. E.g. consumer is just browsing around online, doesn’t visit our

stores.

StumblingConsumer stumbled upon online

brand content or comes into contact with us offline. E.g. consumers reads

an article shared by a friend.

FollowingConsumer commits to the brand by

liking, subscribing, following or ‘fan’-ing the brand or leaving contact details. E.g. consumer becomes a

facebook fan.

EndorsingConsumer tells others. Consumer likes a piece of content, collects it,

curates it, retweets it, shares it and/or evaluates a brand. E.g. consumer

ranks a hotel on Tripadvisor.

ContributingConsumer collaborates with a brand

on adhoc or long term basis. E.g. consumer joins Telenet cocreation

community.

Fill the funnel

Spotlight on ambassadors

Activate to share

Select for communityBannering

for likes

Adwordsto convert


Constructing a shareable campaign.Polle de Maagt @polledemaagt

Smart media investments

Grand prize

Celebrities

A cause worth joiningA purpose to believe in.

A reason to start your own Facebook page.

A shareable constructRemoving all hurdles, making it

easy to share and embed.

A campaign worth bugging your friends with

Consisting of stuff worth sharing and a reason to engage your friends.


A collective goal

Ben & Jerry’s Givolution.

Something we can all relate to

The After Hours Athletes.

Prove in acts, not ads

The difference between saying stuff and actually doing stuff.

A cause worth joining

Shouldn’t we add real value?


Shouldn’t we use social media to fix the top-10 customer

annoyances?

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.











Grand prize

Celebrities


A reason to involve friends

Give a plausible reason to involve others.

A reason to share

Cool, funny, something else?

What will be the tweet?

Imagine: what will be the tweet about your campaign?

Create stuff worth sharing

Example: Trip Planner

Like Trip Planner? Help us make Trip Planner even better by sharing your ideas via /klm or @klm

Trip Planner is a very easy way to plan a trip with your friends.

Use Facebook to gatheryour friends ...

... find a date, destination and price that works for everyone ...

... book and enjoy!

1 2 3


Photo by @nalden









Grand prize

Celebrities


Social objects

Create stuff that ends up in blogposts.

A smooth flow

Make it simple.

Embeddable & Shareable

Make it easy to share.

A shareable construct

21 3


You can forget most of the things I told you today.

But please remember this.










Grand prize

Celebrities


Download the presentation at

http://polle.me/kj12polle

Polle de Maagt@polledemaagt

[email protected]

http://polle.me/kj12

http://polle.me/kj12

Career

Do stuff worth sharing. Small steps to success in this digital world for #KJ12