Personal                       branding: use                       your unused                       potential.           ...
Hello. I am Polle de Maagt.                       I failed in most things during my                       life (including ...
One of the last things I did last year at Boondoggle                       Agency: surprising KLM passengers.             ...
This year, it’s all about making companies more                       about acts and less about ads.                      ...
Every two months, we gather some young scum in                       Brussels, Ghent, Antwerp, London and Amsterdam.      ...
But … then I fell in love with a Flemish girl, Marieke.                       And moved to Ghent.                       Pr...
Nothing changed and everything changed.                       So, yes, there’s much blabla about digital natives, new hip ...
I love this one, just because it’s so true.                       “                       There are actually few organizat...
1) Act human.                       We use technology to help our                       consumers better. But does it real...
2) Commit acts not ads: surprising KLM passengers.                       With the KLM Surprise campaign, KLM surprised cus...
3) Use your unused potential: Antwerp Zoo’s cute little                       animals and tech-savvy employees.           ...
4) Advocacy is the new retention is the new                       acquisition: Pemco’s customer service excellence.       ...
5) Recognize monetary value and conversation value.                       Recognize both monetary and conversation value.©...
Over-the-top-delivery                                                                  Makes negative conversations       ...
7) Embed new ways of                       measuring success.                       Try measuring the Net Promoter        ...
It stimulates us to use our unused potential.                       Most companies already do great stuff.                ...
You might know Zappos.                       Zappos isn’t about supply chain management, it is abour delivering happiness....
What if we could tap into the knowledge of all KLM                       stewardesses?                       Let’s have a ...
What if … we could turn all advertising into art?                       Great ideas now have technology to help it spread ...
Proactive vs reactive, marketing vs service.                       Implementing conversations and networking on different ...
We changed from what we know to who we know to                       who knows you.                       So, what can you...
Have a look at the client / colleague journey.                       What are the touchpoints that influence the consumer?...
Over-the-top-delivery                                                                  Makes negative conversations       ...
Use technology to work for you.                       Daniel Termont is the mayor of Gent. He already does great stuff, bu...
Use the power of your network: invite them to help.                       From time to time, I ask my friends “What Makes ...
Helping clients to find you.                       Being there. Being findable and searchable eventually helps your busine...
Helping colleagues to find you.                       Who do you need to get things done? How to find the right person?© I...
Helping press to find you.                       Being findable and having a place online makes it easier for others to fi...
Helping your future boss to find you.                       Let’s say at some point in your career you want to leave DHL. ...
You can forget most of the things I told you today.                       But please, remember these 3 things.© InSites Co...
1) Build upon your unused potential.                       Remember the elephant story?                       It brought t...
Over-the-top-delivery                                                                  Makes negative conversations       ...
3) Build upon technology.                       Great ideas now have technology to help it spread and seed …© InSites Cons...
I hope I was conversation-worthy.                       If so: spread the word.                       Find me on twitter (...
"Personal branding: use your unused potential.  Why networking isn’t about networking." for DHL
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"Personal branding: use your unused potential. Why networking isn’t about networking." for DHL

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Personal branding: use your unused potential.
Why networking isn’t about networking.

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"Personal branding: use your unused potential. Why networking isn’t about networking." for DHL

  1. 1. Personal branding: use your unused potential. Why networking isn’t about networking.© InSites Consulting Polle de Maagt (Insites Consulting) for DHL Young Conversation readiness 1
  2. 2. Hello. I am Polle de Maagt. I failed in most things during my life (including being a rock star) but am still trying to reach #worlddomination. This time by helping companies change to be more about acts and conversations, less about ads. Guess that makes me a change agent.© InSites Consulting Conversation readiness 2
  3. 3. One of the last things I did last year at Boondoggle Agency: surprising KLM passengers. With the KLM Surprise campaign, we surprised customers based on their Foursquare and Twitter checkins. Talking about remarkable customer service …© InSites Consulting Conversation readiness 3
  4. 4. This year, it’s all about making companies more about acts and less about ads. I now work at InSites Consulting, a pretty remarkable marketing research and consulting agency that is all about making companies more consumer connected.© InSites Consulting Conversation readiness 4
  5. 5. Every two months, we gather some young scum in Brussels, Ghent, Antwerp, London and Amsterdam. Offline beers for online talent.© InSites Consulting Conversation readiness 5
  6. 6. But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did.© InSites Consulting Conversation readiness 6
  7. 7. Nothing changed and everything changed. So, yes, there’s much blabla about digital natives, new hip technologies, social media. But people largely remained the same. Or did they?© InSites Consulting Conversation readiness 7
  8. 8. I love this one, just because it’s so true. “ There are actually few organizations that can support passionate employees - even if they say they want them. That’s because the original industrial revolution was designed “ to support productivity. David Armano© InSites Consulting Conversation readiness 8
  9. 9. 1) 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!)© InSites Consulting Conversation readiness 9
  10. 10. 2) 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 …© InSites Consulting Conversation readiness 10
  11. 11. 3) 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.© InSites Consulting Conversation readiness 11
  12. 12. 4) 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© InSites Consulting customer stays a customer. Conversation readiness 12
  13. 13. 5) Recognize monetary value and conversation value. Recognize both monetary and conversation value.© InSites Consulting Conversation readiness 13
  14. 14. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversations 6) Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but also to your colleagues.© InSites Consulting Conversation readiness 14
  15. 15. 7) Embed new ways of measuring success. Try measuring the Net Promoter Score to see how likely it is that your colleagues will recommend your company.© InSites Consulting Conversation readiness 15
  16. 16. It stimulates us to use our unused potential. Most companies already do great stuff. The real heroes of the company aren’t the marketing guys. Or the sales guys. Marketing is waaaaay to important to leave it up to marketing people.© InSites Consulting Conversation readiness 16
  17. 17. You might know Zappos. Zappos isn’t about supply chain management, it is abour delivering happiness. They prove it in everything they do.© InSites Consulting Conversation readiness 17
  18. 18. What if we could tap into the knowledge of all KLM stewardesses? Let’s have a look at what your company has as it’s assets: how can you build upon that?© InSites Consulting Conversation readiness 18
  19. 19. What if … we could turn all advertising into art? Great ideas now have technology to help it spread and seed …© InSites Consulting Conversation readiness 19
  20. 20. Proactive vs reactive, marketing vs service. Implementing conversations and networking on different levels.© InSites Consulting Conversation readiness 20
  21. 21. We changed from what we know to who we know to who knows you. So, what can you do to tap into networks?© InSites Consulting Conversation readiness 21
  22. 22. Have a look at the client / colleague journey. What are the touchpoints that influence the consumer?© InSites Consulting Conversation readiness 22
  23. 23. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversations Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but also to your colleagues.© InSites Consulting Conversation readiness 23
  24. 24. Use technology to work for you. Daniel Termont is the mayor of Gent. He already does great stuff, but uses his unused potential now.© InSites Consulting Conversation readiness 24
  25. 25. Use the power of your network: invite them to help. From time to time, I ask my friends “What Makes You Horny?”. It’s an excuse to invite existing friends and make new ones.© InSites Consulting Conversation readiness 25
  26. 26. Helping clients to find you. Being there. Being findable and searchable eventually helps your business.© InSites Consulting Conversation readiness 26
  27. 27. Helping colleagues to find you. Who do you need to get things done? How to find the right person?© InSites Consulting Conversation readiness 27
  28. 28. Helping press to find you. Being findable and having a place online makes it easier for others to find you, even press.© InSites Consulting Conversation readiness 28
  29. 29. Helping your future boss to find you. Let’s say at some point in your career you want to leave DHL. Make it easy for them to find you …© InSites Consulting Conversation readiness 29
  30. 30. You can forget most of the things I told you today. But please, remember these 3 things.© InSites Consulting Conversation readiness 30
  31. 31. 1) Build upon your unused potential. Remember the elephant story? 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.© InSites Consulting Conversation readiness 31
  32. 32. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversations 2) Be maniacal about managing expectations. Under-promise, over-deliver in everything you do. Not only towards customers but also to your colleagues.© InSites Consulting Conversation readiness 32
  33. 33. 3) Build upon technology. Great ideas now have technology to help it spread and seed …© InSites Consulting Conversation readiness 33
  34. 34. I hope I was conversation-worthy. If so: spread the word. Find me on twitter (@polledemaagt) or just send me an email at polle@insites.eu. Download the presentation at http://polle.me/dhl11© InSites Consulting Conversation readiness 34

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