Social media success; A tribute to Excel and managementporn for #SMC050
 

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Social media success; A tribute to Excel and managementporn for #SMC050

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Social media dudes and dudettes tend to be pretentious pricks. We think we know better. That the world is changing. And everyone who disagrees ‘doesn’t get it’. But honestly, we don’t get it. ...

Social media dudes and dudettes tend to be pretentious pricks. We think we know better. That the world is changing. And everyone who disagrees ‘doesn’t get it’. But honestly, we don’t get it. If you can't seem to convince your management or colleagues that social works, it's a signal you failed showing progress, return and understanding their needs.

This presentation is on how to counter this; by doing small experiment, understanding what makes managers tick and spending lots of time in measuring, tweaking and sharing results. Something I'd like to call 'The Speedboat Approach'.

Enjoy and let me know what you think.

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Social media success; A tribute to Excel and managementporn for #SMC050 Presentation Transcript

  • 1. Social media success. A tribute to Excel and managementporn.
  • 2. I got married. The most beautiful girl in the world turned out to be Flemish.
  • 3. 2006, my first bunch of articles on social media.
  • 4. 1982 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Moved to Amsterdam Moved to Ghent Got married to Marieke Quit school Born in Tilburg (NL) as Polle de Maagt Strategic Planner at Boondoggle Marketing Consultant at InSites ConsultingTrendwatcher at Trendwolves Prime Minister at Ministry of World Domination Social media consultant (yeah, don’t we all ...) Freelance webdesigner (yeah, didn’t we all ... ) Multimedia / 3D Design at College of Multimedia Communications at Fontys University Eindhoven Communications at Tilburg University First Marathon (NYC 2005) A brief history of the stuff I did.
  • 5. Download via game.klm.com
  • 6. Social media experts/ consultants (agency-side); What is your biggest frustration?
  • 7. Digital professionals within an organization; What is your biggest frustration? *Except for all these annoying social media experts?
  • 8. We think we know better. That the world is changing. And everyone who disagrees ‘doesn’t get it’.
  • 9. But honestly, we don’t get it.
  • 10. LOVE IT OR HATE IT? |
  • 11. DUDE, WHERE’S MY SUITCASE?!
  • 12. I stumbled upon (part of) the solution a few months later.
  • 13. Would this work? Would this make a difference in their tips?
  • 14. The problems.
  • 15. They speak a different language.
  • 16. The Dutch government decided to communicate high-salary government officials, hoping they would settle for a lower salary due to public pressure. The opposite thing happened. Officials started to compare their salary and demanded for an increase. That’s where seduction starts eating communication for breakfast. We are more stupid than we think.
  • 17. WE SELL DREAMS, NOT ACTIONS. We’re in the wrong business.
  • 18. Our dodo problem. We lack natural enemies.
  • 19. Polle de Maagt @polledemaagt WHAT YOU’RE REALLY DOING. WHAT YOUR BOSS THINKS YOU’RE DOING. WHAT THE WORLD THINKS YOU’RE DOING. We only fight 1 battle, whilst there are 3.
  • 20. Every company is different. Geen social media service (niemand stelt vragen over bier). Zwaartepunt van KLM: 28.000 interacties per week (!) via Facebook en Twitter. Zwaartepunt van social aanwezigheid Heineken; veel engaging content en merkcampagnes. Continue laag engaging content. Campagne uitschieters. Praktisch geen commerce, buiten wat merchandise. Goede runner-up: veel commerce initiatieven, zowel rondom acquisitie als loyaliteit. Service Merk Reputatie Commerce
  • 21. What are we looking for?
  • 22. Ripple (or: traction/flow/flux)
  • 23. The solution? The speedboat-approach.
  • 24. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt 7 elements to generate ripples within your organisation. 1 2 3 4 5 67 Photo by
  • 25. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Pick your battles. 1
  • 26. Every manager can be convinced. DANIEL TERMONT, MAYOR OF GENT. DANIEL’S FIRST TWEET.
  • 27. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Act small, learn from results. 2
  • 28. ]
  • 29. My physician in Gent, Karim de Boever, uses both Twitter and Instagram. He ‘likes’ healthy food of his clients on Instagram and doesn’t react on not-so-healthy food. Nudging people to live healthier. Social media for physicians.
  • 30. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Plan for multiple return. 3
  • 31. Triple return on pilot projects. Polle de Maagt @polledemaagt INTRINSIC. CHANGE YOUR PILOT PROJECTS LEARNING
  • 32. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Plan for the ripple effect. 4
  • 33. “You might call us naive. Or even a bit crazy. But we think we can be a better company. A company that is all about the community.”
  • 34. Yeah. They even got their own hand signal.
  • 35. Introducing the Viking ad agency. The Viking-gets-Viking program. 43% of the Vikings is through other Vikings.
  • 36. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Create momentum. 5
  • 37. 2009 2010 2011 2012 2013 Start of our social media efforts. 04/2010 The ash cloud. 04/2013 KLM Space, win a ticket to space by involving your friends. 01/2013 Must See Map, get your friends tips on a personalized travel map. 09/2012 Social Offer, a democratized sales promotions: consumers help to decide on destination and price. 09/2011 KLM Live Reply, a shareable video with a live reply to a follower’s question by KLM employees. 04/2011 Tile & Inspire, tile yourself and have your photo on a plane. 02/2012 Meet & Seat, pick your seatmate based on their Facebook/ Linkedin profile. 07/2011 24/7 servicing via twitter, facebook based on a 60min reply. KLM has come a long way. From social media to social business. 11/2010 KLM Surprise, an experiment on how happiness spreads.
  • 38. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Vectors, not plans. 6
  • 39. Vectors and ripples. Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn. Try to define strategic vectors and small pilots (speedboats) within these vectors. Polle de Maagt @polledemaagt Intermediate Novice Start Expert Sensibilisation Conversion Metrics & Reporting
  • 40. The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt A 7-step approach generating ripples within your organisation. 1 2 3 4 5 67 Photo by Help your manager help their manager. 7
  • 41. That is the speedboat-approach. In contrast to the normal oiltanker-approach towards social media. Polle de Maagt @polledemaagt 1 2 3 4 5 67 Photo by 7 elements to generate ripples within your organisation.
  • 42. Do something within 48 hours. hours minutes *Yes, Steven van Belleghem taught me that.
  • 43. Tell me what you did.And tell me what you did. @polledemaagt polle@polledemaagt.com