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"A plea for gradual engagement" for KoeweidenPostma

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Why brands should commit acts, not ads and design conversation-worthy campaigns. …

Why brands should commit acts, not ads and design conversation-worthy campaigns.
But, most importantly, why they should stop campaigning and start gradually engaging.

Gradual engagement starts from small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, people are engaged 24/7/365, not just during campaigning season.

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  • 1. A plea for gradual engagement. Why brands should commit acts, not ads and design conversation- worthy campaigns. But, most importantly, why they should stop campaigning and start gradually engaging. Photo: Skittles© InSites Consulting Polle de Maagt (Insites Consulting) for KoeweidenPostma Conversation readiness 1
  • 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. Before I forget: follow @polledemaagt #shamelessselfpromotion© InSites Consulting Conversation readiness 3
  • 4. From ads to acts. Consumers (finally) forced brands to stop talking in remarkable ways (aka remarkable advertising campaigns) and start doing stuff that actually made a difference in consumers’ lives.© InSites Consulting Conversation readiness 4
  • 5. From ads to acts: KLM showed they were really recognizing the person behind every customer. With the KLM Surprise campaign, they surprised customers based on their Foursquare and Twitter checkins. Talking about remarkable customer service …© InSites Consulting Conversation readiness 5
  • 6. From ads to acts: Nike changed the way people run. Nike could have done another advertising campaign. Instead, they did everything to create the coolest running club ever, the Nike RunHouse. And they went even further, they used smart technology to make people run different routes and longer distances: the Nike+ Graffiti Challenge.© InSites Consulting Conversation readiness 6
  • 7. Paid Earned Owned Towards conversation-worthy acts. Brands expanded their paid presences into owned and earned presences. That meant they started to design campaigns and acts to be conversation-worthy, that would travel through offline and online conversations.© InSites Consulting Conversation readiness 7
  • 8. Isn’t she cute? It helped Antwerp Zoo to capitalize on their unused potential: their animals and 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 8
  • 9. Design to be conversation-worthy on every level. Design your acts to be worth talking about and worth sharing. Plan for touchpoints, people and conversion.© InSites Consulting Conversation readiness 9
  • 10. … and finally, (gradual) engagement. We came from acquisition to retention to advocacy. It isn’t so much about reach, it’s more about engagement. It isn’t so much about campaigns, it is about gradual engagement. Because conversations aren’t a seasonal thing, it’s a 24/7/365 thing.© InSites Consulting Conversation readiness 10
  • 11. Facebook forces engagement. A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer had to have a recent interaction with a brand. "News Feed (…) is a constantly updating list of stories from people and Pages that you follow (…) bases this on a few factors: how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update)".© InSites Consulting Conversation readiness 11
  • 12. Gradual engagement. Gradual engagement starts from small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, people are engaged 24/7/365, not just during campaigning season.© InSites Consulting Conversation readiness 12
  • 13. Example? Skittles’ smart triggers. Using great copy and teasing visuals Skittles engages thousands of consumers every single time they post a wallpost on Facebook. It creates a continuous stream of small but extremely pleasant interactions.© InSites Consulting Conversation readiness 13
  • 14. Engagement funnel. Engagement isn’t just for fun. We’re working to build a brand here. Interactions should be designed to engage consumers, not to spam them or yelling louder and actually take them further into brand engagement.© InSites Consulting Conversation readiness 14
  • 15. Engagement funnel: campaigns versus programs. Campaigns are large adhoc efforts to force reach. Programs are constant small interactions to activate consumers to stay engaged or (preferably) move further into the engagement funnel. Thanks to my buddy Jourik Migom for highlighting the difference between campaigns and programs. Large campaign to gather followers Compelling copy Adwords campaign© InSites Consulting Conversation readiness 15
  • 16. Il Giglio d’Oro, a pretty simple bed & breakfast in Firenze turned every customer into an advocate. It helped them to become the #1 bed & breakfast in Italy and #8 bed & breakfast in Europe. Conversion between stumbling and endorsing.© InSites Consulting Conversation readiness 16
  • 17. Blurb goes the distance in stimulating people to talk about them. Try measuring the Net Promoter Score to see how likely it is that your colleagues will recommend your company. Conversion between following and endorsing / contributing.© InSites Consulting Conversation readiness 17
  • 18. Turkcell created a continuous live interaction. To promote it’s mobile offering, Turkcell created a live twitter-based game. Based on twitter interactions, post-its would be removed, changed or added. Conversion from stumbling to folllowing / endorsing / contributing.© InSites Consulting Conversation readiness 18
  • 19. Let me know what you think of gradual engagement. It’s still a concept I’m working on. It’s pretty much beta. So, feel free to comment, add or criticize via polle@insites.eu, @polledemaagt or polle.me/gradualengagement.© InSites Consulting Conversation readiness 19
  • 20. You can forget most of my marketing lingo. But please, remember these 3 things.© InSites Consulting Conversation readiness 20
  • 21. 1) Design to be conversation-worthy on every level. Design your acts to be worth talking about and worth sharing. Plan for touchpoints, people and conversion.© InSites Consulting Conversation readiness 21
  • 22. 2) Plan for engagement. Engagement isn’t just for fun. We’re working to build a brand here. Interactions should be designed to engage consumers, not to spam them or yelling louder and actually take them further into brand engagement.© InSites Consulting Conversation readiness 22
  • 23. 3) Combine campaigns and gradual engagement. Gradual engagement starts from small interactions between brands and consumers. Interactions, to engage consumers by little baby steps. Small steps that, all together, make a giant leap. But more importantly, people are engaged 24/7/365, not just during campaigning season.© InSites Consulting Conversation readiness 23
  • 24. 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/koeweidenpostma© InSites Consulting Conversation readiness 24

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