The Speedboat Approach to social: smart acts to make a measurable impact.

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So you're convinced you should do something with social media. But now what? How to know what works, how to convince your manager and how to create some buy-in to do the projects you believe in?

In short:
1) Make a senior manager horny. (Example: Daniel Termont, Gent’s mayor)
2) Small working groups without legacy. (Example: Rabobank)
3) Launch new concepts below the company radar. (Example: KLM Surprise)
4) Act small and learn from the results. (Example: Il Giglio d’Oro)
5) Act with scrum, agile, beta mentality. (Example: The Larrik, London)
6) More buy-in from your proof points. (Example: Accenture)
7) Propel waves of success. (Examples: Delta, Accenture, KLM)

Published in: Business, Technology

The Speedboat Approach to social: smart acts to make a measurable impact.

  1. Polle de Maagt @polledemaagt beta The speedboat-approach. In contrast to the normal oiltanker-approach towards social media. A 7-step approach generating ripples within your organisation. 7 6 4 5 2 3 1Photo by
  2. Polle de Maagt @polledemaagt Social media fails to meet expectations. Most organisation adopt an oiltanker-approach when it comes to social media: big strategies, big projects, big promises, big investments. But doomed to hit a big iceberg. Rather than failing big, create small wins to create momentum within the organisation. Like the speedboat approach? Help me to make it better via @polledemaagt or polle@polledemaagt.com
  3. Polle de Maagt @polledemaagt 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. Expert Conversion Metrics & Intermediate Sensibilisation Reporting Novice Start
  4. Example: KLM onboard service evolution. From social media to a social business. 2010 2010-2011 2011-2012 2012-2013Social campaigns Social service Social Products A true social business Social seating, booking and sales Can you guess what’s next?
  5. Polle de Maagt @polledemaagt Daniel Termont, Gent’s mayor (of the real world that is, not Foursquare). We found his button (mainstream media). And for many within the city’s organisation, that was their button. Actually his first tweet. Make a senior manager horny. Get a supporter, the highest ranked person you can get. Some get motivated by bling, others by Excel sheets or innovation. Find that button. 1 2 3 4 5 6 7
  6. Polle de Maagt @polledemaagt Rabobank’s Robert Lommers started out in local Utrecht Rabobank entity (in 2007). Testing, twittering, replying, finding likeminded people within the company. Over the last 5 years, it evolved into a 16-person social hub. Small working groups without legacy. Make sure your team isn’t tied with their hands on their back. Be legacy-free. 1 2 3 4 5 6 7Photo by Upstream/Marco Derksen. *Rabobank is not a client.
  7. Polle de Maagt @polledemaagt Launch new concepts below the company radar. You don’t want budget issues. Legal issues. Corporate communications issues. So, do first, ask later. 1 2 3 4 5 6 7
  8. Polle de Maagt @polledemaagt Act small and learn from the results. Most projects are just so big that they’re bound to fail. Owner Eduardo asks every client to leave a testimonial. At tripadvisor.com, the main source for tourists to find a hotel or B&B. The result? Il Giglio d’Oro was the no 1 B&B in Italy and no 7 in Europe. 1 2 3 4 5 6 7
  9. Polle de Maagt @polledemaagt Would this work? Would this make a difference in their tips? Act with scrum, agile, beta mentality. No-one knows what’s next in social. So you better be flexible enough to go with the flow. 1 2 3 4 5 6 7
  10. Polle de Maagt @polledemaagt More buy-in from your proof points. So, how do you convince a B2B consulting company that social media actually works? Not by twittering. Let alone starting a Pinterest channel. But by showing it generates leads. High quality leads. And using that to build leverage for other channels. 1 2 3 4 5 6 7
  11. Polle de Maagt @polledemaagt 108,084 total mentions 14.8% January sentiment: 13,939 more mentions than December 2011* positive negative neutral 47% 48% 5% *Includes*Twi.er,*Facebook,*ar6cles,*blogs,*forums*&*other*social*media*networks* Propel waves of success. Everyone wants to be part of a winning team. Be that winning team. 1 2 3 4 5 6 7
  12. Polle de Maagt @polledemaagt The speedboat-approach. A 7-step approach generating ripples within your organisation. 7 Propel waves of success. 6 More buy-in from your proof points. 5 Act with scrum, agile, beta mentality. 4 Act small and learn from the results. 3 Launch new concepts below the company radar. 2 Small working groups without legacy. 1 Make a senior manager horny.Photo by

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