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Social media and internal communications: "Consumers want another kind of company" for BViC
 

Social media and internal communications: "Consumers want another kind of company" for BViC

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Social media and internal communications.

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    Social media and internal communications: "Consumers want another kind of company" for BViC Social media and internal communications: "Consumers want another kind of company" for BViC Presentation Transcript

    • Consumers want another kind of company. Now it’s up to YOU to build that company. Internal communications and social media.© InSites Consulting Polle de Maagt (@polledemaagt) for BViC Conference Brussels Conversation readiness 1
    • 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 world domination. This time by helping companies change. Change to a company that is about consumers and driving conversations. Guess that makes me a change agent. Guess that makes Nike, KLM and Telenet my clients of change.© InSites Consulting Conversation readiness 2
    • Nothing changed.And everything changed.
    • I guess most companiesmanaged consumerexpectations in a bad way.So that people now expect differentthings from companies than they didbefore. To name a few …
    • It’s about un-technoligizingtechnology, aboutacting human.Zappos does an amazing job in makingtechnology invisible and reallyunderstanding consumers.(Thanks Steven Verbruggen for the tip!)
    • Realize that everything a company does is communication.KLM surprised customers in a personal way. It wasn’t about talking in aremarkable way, it was about ACTING in a remarkable way. Acts, not ads.
    • Advocacy is the new retention is the new acquisition.Keeping clients and employees is more important that getting new ones. Andactivating clients to be an advocates is even more important.
    • Rethink the way consumers should value their products..Gym-Pact let’s people pay when they DON’t turn up in their gym.
    • Realize new employees ask for a new way of cooperation.Working out of home, used to collaboration, frustrated with the fact that it isdifficult to find colleagues, more than willing to share expertise.
    • I love this one, just because it’s so true.“There are actually few organizations thatcan support passionate employees - even ifthey say they want them. That’s because theoriginal industrial revolution was designed “to support productivity. David Armano
    • Hygiene levels are getting higher.We have higher expectations of brands, organizations and employers.
    • The world is getting 24/7 and realtime.KLM helps customers Monday to Sunday from 8AM to 11PM. Thatis almost a 24/7/365 realtime customer support center. Imagine theimplications for your organization.
    • These small things have hugeconsequences.
    • And it’s not about being on Facebook. Or Twitter. Yes, Twitter is huge. And Facebook even bigger. But they are both platforms, not end goals. So it really is about if and how both can help you reach your end goal. Which is most likely not about having a Facebook fan page and more about driving conversations, customer retention, sales or brand value.© InSites Consulting Conversation readiness 14
    • It’s not about being a big brand. With big brands come big problems. Never look for an excuse in just being a small company with little budgets. When it comes to connecting with consumers, real relationships work. And size, for once, doesn’t matter.© InSites Consulting Conversation readiness 15
    • And it certainly isn’t about being the first mover in adopting new technology. Mobile, augmented reality, location based services are all just awesome. And yes, there is PR-value in being the first Augmented Reality bakery in your neighborhood. But is that really what you want your consumers to talk about?© InSites Consulting Conversation readiness 16
    • It really is about another way ofapproaching consumers andemployees.
    • Every employee is a (potential) ambassador.Some more subtle than others, but
    • We’re beyond acquisition and retention, we’re about advocacy.At the end of your visit, the owner Eduardo, will ask if everything during your staywas ok. And if you would do him a favor and write a review on
    • With employees/consumers talking, it’s about stuff worth sharing.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
    • With employees/consumers talking, it’s about company culture.Employees are your ambassadors. The advertising in the world can’t buy you aremarkable company culture. Oh, and read Delivering Happiness.
    • Co-create with employees and consumers.More than 60% of all consumers and employees want to help to make yourproduct or organization really better. Facilitate them to do so.
    • Changed focus from products to service.Acts, not ads. It isn’t about communication and products, it’s more and moreabout service. This has an impact on your organization.
    • Faster communications.Twitter, Facebook, email and text messages make communication extremely fast.Simple collaboration and chat tools take it even further.
    • We’re going from a consumer life cycle to a conversation life cycle.Who are your best customers? The one that pay the most or the ones that talk themost?
    • So, how can we implement this?I never said it was easy.
    • Structural Organization Change on different Cultural levels. Company culture and values To implement conversations within a company you will need to break down walls between department Personal (structural), open up (cultural) and Personal knowledge and willingness train people (personal).© InSites Consulting Conversation readiness 27
    • Recognize that implementation takes time. Change management is difficult. Implementation of new tools isn’t easy. You will notice you and your company will go through different phases in social media adoption. But: there are tools and techniques to help.© InSites Consulting Conversation readiness 28
    • Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsBe maniacal about managing expectations.Under-promise, over-deliver in everything you do. Not only towards customers butalso to your colleagues.
    • Put your money whereyour mouth is.Measure.Build proof that socialmedia works.Try measuring the Net PromoterScore to see how likely it is that yourcolleagues will recommend yourcompany.
    • TOUCHPOINTS Consider the consumer journey. What are all relevant contacts (touchpoints) you have with consumers? CONTENT + TOUCHPOINTS What content can you use to enrich PEOPLE + TOUCHPOINTS Touchpoints the different touchpoints? Where do your employees How can you use different interact with consumers and how touchpoints to put a spotlight on can you optimize these your content? interactions? People Content CONTENT PEOPLE Capitalize on the content youWhat are the different employees, already produce. What content dofans, positives, negatives, haters your employees and fans and other stakeholders you can produce? How can you leverage define? this and plan for it? PEOPLE + CONTENT Which people are content developers and which are content sharers? How can you stimulate both to either mine for content or build reach? InSites Consulting
    • Let internal communications act as conversation manager.Manage your company resources: content, people and touchpoints.
    • Capitalize on the things 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
    • Don’t be stupid. Good cop, bad cop. Use social media policies to set the boundaries, use pilot projects and best practices to inspire.© InSites Consulting Conversation readiness 34
    • Find your ambassadors.There’s a group of customers/employees who are happy with your services butdon’t share their feeling with others. The pot of gold, a whopping 28%.
    • Empower youremployees.Meet Richard Lennon, bookpublisher at Penguin books inLondon.He reaches out and contactsbloggers and other influentials.The results? New ideas, newauthors and high advocacy.
    • Don’t be a slave of technology. Let technology work for you.Technology is a means, not a goal. Technology might blind you, but it cancertainly help you.
    • Use pilot projects to drive change.Pilot projects are a great way to learn and discover boundaries. Define intrinsic,learning AND change management KPI’s for every project.
    • Not convinced?We asked 500 European marketers howthey perform in terms of return oninvestment, turnover growth,profitability, market share and customersatisfaction.
    • Product improvement Road map Offline WoM WoMThe best performing marketers do three things thatmake them stand out.* Conversation Readiness research amongst 500 European marketers InSites Consulting
    • So, let’s reflect on this and seehow this translates to your ownorganisation.Try to map your organization onto ourtouchpoint-people-content model.
    • TOUCHPOINTS Consider the consumer journey. What are all relevant contacts (touchpoints) you have with consumers? CONTENT + TOUCHPOINTS What content can you use to enrich PEOPLE + TOUCHPOINTS Touchpoints the different touchpoints? Where do your employees How can you use different interact with consumers and how touchpoints to put a spotlight on can you optimize these your content? interactions? People Content CONTENT PEOPLE Capitalize on the content youWhat are the different employees, already produce. What content dofans, positives, negatives, haters your employees and fans and other stakeholders you can produce? How can you leverage define? this and plan for it? PEOPLE + CONTENT Which people are content developers and which are content sharers? How can you stimulate both to either mine for content or build reach? InSites Consulting
    • Stop and think for a moment.1) What has the key takeaway of this presentation?2) What is the main barrier in implementing this?3) What will YOU do in the next 48 hours?
    • You can forget most of the thingsI said in this introduction.But please, remember these 3 things.
    • 1) Nothing changed, but everything changed. Consumers have changed expectations towards companies. Act on that, don’t advertise on that.
    • 2) Capitalize on the things you are already doing and empower your employees. Use your existing resources to work with you, not against you.
    • 3) Use smart pilots to drive change. Learn and change.
    • Read the manual.Seriously.Read it.
    • I hope I was worth sharing.If so, spread the word.Send me an email at polle@insites.euor find me on twitter at@polledemaagt.Find the presentation athttp://polle.me/bvic11