"A presentation about common sense." for Opera Forum London
 

"A presentation about common sense." for Opera Forum London

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How to use conversations for cultural organisations, a presentation for the 2011 Opera Forum in London.

How to use conversations for cultural organisations, a presentation for the 2011 Opera Forum in London.

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"A presentation about common sense." for Opera Forum London "A presentation about common sense." for Opera Forum London Presentation Transcript

  • A presentation about common sense. Or: how being an cultural organization makes you more conversation-worthy than most big brands.© InSites Consulting Polle de Maagt (@polledemaagt) for Opera Forum London Many thanks to Jourik Migom (@jourik) Conversation readiness 1
  • Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because we’re committed to take research forward, but brands like Ben&Jerry’s, Nike, Heineken and Philips agreed to pay us for it.© InSites Consulting Conversation readiness 2
  • Never.Ever.Come to me with the excuse that it‟sdifficult for cultural organizations to domarketing or advertising and to makeuse of social media.
  • Diesel started doing musicals.Diesel Musical.
  • Red Bull creates city hotspots and art competitions.Red Bull started their „Rooms of Red Bull‟ and several photo and art competitions.
  • Heineken even used an opera in their viral movie.Heineken “Classical Concert” turned into an instant viral.
  • Chanel started mobile art.A great website by the way.
  • Some brands are really pretentious.Artists not armies.
  • “ Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)© InSites Consulting Conversation readiness 9
  • By essence, operas are remarkable experiences.Remarkable experiences drive conversations.
  • So, this presentation isn’t aboutadvertising, social media ormarketing, but about commonsense.About how my mother was always right.About how applying common sense takesyou halfway to success.
  • “ “Commit acts, not ads. Leo Burnett
  • It is about being a decent citizen.Technology makes it easier to put a spotlight on organizations that don‟t deliver oreven mislead. So be a decent citizen. Brands usually have difficulty to turn theircommercial intentions into credible acts.
  • It is about acting human.Extremely personal messages by Old Spice.
  • It is about creating happy customers.Even in a procedure-heavy company like Starbucks, there is room to put a smileon customer‟s faces.
  • Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsIt is about managing expectations.Under-promise, over-deliver.
  • It is about managing expectations: under-delivery.And yes, people will talk.
  • (…)It is about managing expectations: delivery.If you just deliver, there‟s nothing to talk about.
  • It is about managing expectations: over-delivery.Penguin Books sends free books to influentials.
  • It is about managing expectations: over-the-top-delivery.Freitag claims every bag is waved goodbye by several employees. Great idea,great commitment, but over-delivering so much, people start to have doubts.Photo: linolo
  • It is about capitalizing on the stuff you’re already doing.Kay Mook gained the Antwerp Zoo 300K extra visitors and almost becameproduct of the year 2009. More at http://polle.me/ccjSNL
  • … and that really isn’t about age.Internet usually has over 80% penetration.
  • What happened? Conversationshappened.
  • Ask yourself: what are your best customers?The ones that pay the most or share the most? Monetary value versus conversationvalue.
  • Although 80% of conversations are offline, onlineconversations have huge impact.Even these guys, a group of twitter and Facebook fanatics called „Young Scum‟have a regular offline meetup. More at http://youngscum.com
  • Conversations are an indicator of movie turnover.The more conversations, the more visitors.
  • Conversations are driven by exceeding expectations.Great example: the small acts of fun that were planned by Volkswagen to provethat putting a little fun in people‟s lives will change behavior.
  • You can actually plan for conversations.Adidas, Nike and other brands spend a lot of time adding memes and culturalreferences in their content, to make it more worth spreading.
  • Enough theory.Let‟s see how we can make this work.How can we use conversations to driveyour business?
  • You would typically want toachieve three things:1) Make it extremely easy to find you2) Make it extremely easy to talk about you3) Make it extremely easy to buy
  • The easier to talk about you, the easier to find you.Guess what opera is easiest to find in London?Create something that is conversation-worthy.
  • The smarter your online presence, the easier to find you.Being where people are.
  • The smarter your online presence, the easier to find you.Creating a smart platform.
  • The easier to share, the easier to find you.So, what happens when you offer free stickers to a crowd?
  • Activate your audience to recommend you.Every customer that leaves Florence‟s B&B Il Giglio d‟Oro is asked to leave arecommendation at Tripadvisor; it is now ranked #1 of 364 B&B‟s …
  • You would typically want toachieve three things:1) Make it extremely easy to find you2) Make it extremely easy to talk about you3) Make it extremely easy to buy
  • Observe Facilitate JoinThe three pillars of conversation management.
  • Observe: Learn what your consumers really want.This should be worrying: less and less interest in the “opera house” if we have alook at Google searches.
  • Facilitate: Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).
  • Facilitate: Make it easy to experience in real life.Banksy‟s tour in Berlin.
  • Facilitate: Let people show how they feel.Damien Hirst‟s show in the Amsterdam Rijksmuseum invited people to tell theirstory http://www.fortheloveofgod.nl
  • Facilitate: Let others make it better.Dutch Incubate festival let‟s people participate in their plans, strategies, guidelinesand site.
  • Facilitate: Create reach.What if you could just broadcast in cinema‟s or even online?
  • Facilitate: Create reach by 3D?What if you could just broadcast in cinema‟s or even online?
  • Facilitate: Do things that are worth sharing.Think how you can make your customers talk about you. KLM highlighted theirFacebook fans of the day on Facebook.
  • Facilitate: Look for stories within your organisation.Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
  • Facilitate: Give your customers something to talk about.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
  • Join: Everything your company does is communication.Products, packaging and customer service are more genuine than marketing. Soleverage that, like KLM did with their KLM Surprise campaign.
  • Join: Co-create your opera?Why not let consumers help to build a better opera?
  • Join: Co-fund your creative idea?Wouldn‟t it be great if we could turn Times Square into Art? That‟s the idea behindts2as.org
  • You would typically want toachieve three things:1) Make it extremely easy to find you2) Make it extremely easy to talk about you3) Make it extremely easy to buy
  • Make sales easy and easy to share.Make it easy to subscribe of share your content via twitter, Facebook or othersocial buttons. Example: http://polle.me/ij19j4
  • Bring your sales where the customers are.Bring the sales where your clients are.
  • Leverage the power of social commerce.Groupon is one of the smart promotions platforms.
  • Create sales promotions that are worth sharing.The difference between “50% discounted” and “because we love you, we have anextremely interesting experience you HAVE to see”.
  • It’s really simple:Act human.Build upon the things you’realready doing.Think conversations.And on top of that: here‟s some structureto help you out.
  • Observe Facilitate JoinThe three pillars of conversation management.
  • Start with observing and listening.There are simple tools to observe what consumers are doing. Via, Quora.com,search.twitter.com or more advanced tools. But what about customer emails?
  • Facilitate.Ben & Jerry‟s crowdsources their marketing plan and icecream flavors via anonline platform with brand fans.Photo by jason.dsilva
  • Join.Helping helps. Exceeding customer expectations builds loyalty (81% repeats, 63%recommends) and falling below customer expectations erodes loyalty (5%/71%).
  • Use pilot projects to learn and change.Telenet launched a beta product to let consumer help them eventually create abetter product. Think in intrinsic, learning and change KPI‟s.
  • Be maniacal about measuring and tweaking.Measure views, clicks, but even more important: your return on investment.Extremely simple, but effective: the Net Promoter Score.
  • You can forget most of the thingsI said in this introduction.But please, remember these 3 things.
  • 1) Use common sense to drive conversations. Capitalize on the things you are already doing. Act human. Create happy customers.
  • 2) Conversations are driven by exceeding expectations. Do more than people expect.
  • 3) Use conversations to make it extremely easy to find you, extremely easy to talk about you and extremely easy to buy. Driven by conversations.
  • Half of being successful isshowing up.What will you be doing in the next 48hours to make this happen?
  • I hope I showed somecommon sense.If you liked it, please share mystory.Send me an email at polle@insites.euor find me on twitter at@polledemaagt.Find the presentation athttp://polle.me/operaforum11