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

1,514 views

Published on

Presentation on brands, campaigning and digital structures for this year's #KJ12 event in Rhenen (Netherlands).

Examples from KLM (Sur)

Published in: Career, Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,514
On SlideShare
0
From Embeds
0
Number of Embeds
108
Actions
Shares
0
Downloads
18
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

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

  1. 1. Polle de Maagt @polledemaagt Do stuff worth sharing. Small steps to success in this digital world. @polledemaagt for #KJ12
  2. 2. Polle de Maagt @polledemaagt 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. Polle de Maagt. The reason to move to Gent The love of my life. What better Changing companies to be reason is there?! more about acts, less about ads.
  3. 3. Polle de Maagt @polledemaagt I try to change companies to be less about ads and more about acts. Now Previously
  4. 4. Polle de Maagt @polledemaagt Sorry, I only have 20 minutes.
  5. 5. Polle de Maagt @polledemaagt A change in buying behavior* Stumble, search & buy. Bash & praise. Virtual money. Micropay & subscriptions. *Kudos to my long-time friend Tom de Bruyne (SUE Amsterdam) for pointing me that out.
  6. 6. Polle de Maagt @polledemaagt The challenge of managing expectations. Over-the-top-delivery Feeds negative conversations Over-delivery Feeds positive conversations Expectations level Delivery Set by pricing, brand, communications, No reason for conversations previous experience, hearsay Under-delivery Feeds negative conversations
  7. 7. Polle de Maagt @polledemaagt Towards frictionless sharing (and a bias).
  8. 8. Polle de Maagt @polledemaagt A quick word on campaigns versus programs.
  9. 9. Polle de Maagt @polledemaagt Facebook forces gradual engagement. 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.
  10. 10. Polle de Maagt @polledemaagt Campaigns versus programs in engagement. Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into contact likes a piece of content, collects it, with us offline. E.g. consumers reads curates it, retweets it, shares it and/or an article shared by a friend. evaluates a brand. E.g. consumer ranks a hotel on Tripadvisor. Adwords Activate to convert to share Spotlight on ambassadors Select for Bannering community for likes Fill the funnel Contributing Consumer collaborates with a brand Following on adhoc or long term basis. E.g. consumer joins Telenet cocreation Drifting Consumer commits to the brand by community. Consumers aren’t engaging in any liking, subscribing, following or ‘fan’- way. E.g. consumer is just browsing ing the brand or leaving contact around online, doesn’t visit our details. E.g. consumer becomes a stores. facebook fan.
  11. 11. Polle de Maagt @polledemaagt Constructing a shareable campaign. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  12. 12. Polle de Maagt @polledemaagt A cause worth joining A collective goal Something we can all relate to Prove in acts, not ads Ben & Jerry’s Givolution. The After Hours Athletes. The difference between saying stuff and actually doing stuff.
  13. 13. Polle de Maagt @polledemaagt Shouldn’t we add real value? Shouldn’t we use social media to fix the top-10 customer annoyances?
  14. 14. Polle de Maagt @polledemaagt Running other routes Not the same round every day, but a route worth running. Running further To run a decent figure, people needed to run further than they were used to. Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
  15. 15. Polle de Maagt @polledemaagt
  16. 16. Polle de Maagt @polledemaagt Constructing a shareable campaign. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  17. 17. Polle de Maagt @polledemaagt Create stuff worth sharing A reason to involve friends A reason to share What will be the tweet? Give a plausible reason to involve others. Cool, funny, something else? Imagine: what will be the tweet about your campaign?
  18. 18. Polle de Maagt @polledemaagt Example: Trip Planner Trip Planner is a very easy way to plan a trip with your friends. 1 2 3 Use Facebook to gather ... find a date, destination and ... book and enjoy! your friends ... price that works for everyone ... Like Trip Planner? Help us make Trip Planner even better by sharing your ideas via /klm or @klm Photo by @nalden
  19. 19. Polle de Maagt @polledemaagt Constructing a shareable campaign. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  20. 20. Polle de Maagt @polledemaagt A shareable construct 2 1 3 Social objects A smooth flow Embeddable & Shareable Create stuff that ends up in blogposts. Make it simple. Make it easy to share.
  21. 21. Polle de Maagt @polledemaagt
  22. 22. Polle de Maagt @polledemaagt You can forget most of the things I told you today. But please remember this.
  23. 23. Polle de Maagt @polledemaagt Constructing a shareable campaign. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A campaign worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  24. 24. Polle de Maagt @polledemaagt Polle de Maagt @polledemaagt polle@polledemaagt.com Download the presentation at http://polle.me/kj12polle

×