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"Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the rewards." for Ohra

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Use your unused potential. …

Use your unused potential.
How most (insurance) companies do great stuff, but forget to reap the rewards.

Published in: Economy & Finance, Business

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  • 1. Use your unused potential. How most (insurance) companies do great stuff, but forget to reap the rewards. I heard photos of cute kids work, so here’s a photo of a cute kid, by Ohra.© InSites Consulting Polle de Maagt (Insites Consulting) for Ohra 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. Last year, I tried to change the way people run, together with my buddies at Boondoggle and Nike. 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 3
  • 4. But … then I fell in love with a Flemish girl, Marieke. And moved to Ghent. Probably the smartest thing I ever did. And yes, we met through the internet.© InSites Consulting Conversation readiness 4
  • 5. So, what about you? Who’s using Facebook? Who’s using twitter? Who’s the ultimate geek in the room? Yes, this is an interactive element, so you may answer my questions.© InSites Consulting Conversation readiness 5
  • 6. Managing expectations. I only have 60 minutes. I don’t know sh*t about insurance companies or your organisation. I DO know a lot about consumers, social media conversations and getting consumers into the boardroom. Thus, we need eachother. If you need me after this presentation, just send me an email at polle@insites.eu© InSites Consulting Conversation readiness 6
  • 7. Where are we now? Pretty much every company is in the early stages of social media and conversations. But actually, Ohra is doing some pretty cool things.© InSites Consulting Conversation readiness 7
  • 8. Ohra tries to help people on twitter. Webcare based on twitter questions.© InSites Consulting Conversation readiness 8
  • 9. And via live chat! That’s pretty neat.© InSites Consulting Conversation readiness 9
  • 10. Facebook apps. And Ohra started their first apps on Facebook, for travellers. A very important question: What’s in it for me?© InSites Consulting Conversation readiness 10
  • 11. YouTube channel. Ohra is supporting it’s other online channels with a YouTube channel.© InSites Consulting Conversation readiness 11
  • 12. Ohra even has some iPhone apps. There’s an app for when I’m on vacation. Yep.© InSites Consulting Conversation readiness 12
  • 13. Even more Working together with consumers. Onderling.nl is pretty smart way to engage consumers in deciding on new products and features.© InSites Consulting Conversation readiness 13
  • 14. So, tell me how are we doing? What do you think about Ohra’s efforts so far. Are we keeping up with our competitors? Are we proving our brand in everything we do? Yes, this is an interactive element, so you may answer my questions.© InSites Consulting Conversation readiness 14
  • 15. Let’s see: Proactive vs reactive, marketing vs service. Decide on reactive versus proactive and marketing versus service.© InSites Consulting Conversation readiness 15
  • 16. Ohra: Proactive vs reactive, marketing vs service. Let’s try to map our efforts here. Some are pretty clear, others are less. Campaign Face- book? Hyves? Onderling? iPhone app ? Face- book? Twitter© InSites Consulting Conversation readiness 16
  • 17. Smart information: Aegon has a neat site ‘speel je toekomst’ Brilliant in execution, low in impact, but it helps to proactively explain things.© InSites Consulting Conversation readiness 17
  • 18. Use smart ways of listening and improving your conversation- worthiness. Try measuring the Net Promoter Score to see how likely it is that your colleagues will recommend your company. We used this to turn a financial service provider’s customer service from -30 to -1.© InSites Consulting Conversation readiness 18
  • 19. Where do we want to be? What do we really want to achieve? What is the impact we want to have?© InSites Consulting Conversation readiness 19
  • 20. 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 20
  • 21. 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 21
  • 22. 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 22
  • 23. What is it about? What are the key things a connected brand should do? Marketing is too important to leave to the marketing department. How are we getting our consumers in the boardroom?© InSites Consulting Conversation readiness 23
  • 24. 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 24
  • 25. 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 25
  • 26. 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 26
  • 27. 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 27
  • 28. 5) Recognize monetary value and conversation value. Recognize both monetary and conversation value.© InSites Consulting Conversation readiness 28
  • 29. 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 29
  • 30. 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 30
  • 31. How to implement this? How are we going beyond campaigns, pilots and gimmicks towards sustainable business?© InSites Consulting Conversation readiness 31
  • 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 How? Observe, facilitate and join conversations. See what your customers are doing and learn from it, help them to talk about you and actively engage in conversations.© InSites Consulting Conversation readiness 32
  • 33. Have a look at the consumer journey. What are the touchpoints that influence the consumer?© InSites Consulting Conversation readiness 33
  • 34. Bring your sales where the customers are. Bring the sales where your clients are.© InSites Consulting Conversation readiness 34
  • 35. Il Giglio d’Oro, a simple bed & breakfast in Firenze turned every customer > 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 35
  • 36. What would be the touchpoints that have most impact? Are there things we could improve? Capitalize on? Yes, this is an interactive element, so you may answer my questions.© InSites Consulting Conversation readiness 36
  • 37. Be conversation-worthy on every level. Be sure to define what business you’re in and set clear goals.© InSites Consulting Conversation readiness 37
  • 38. Sidestep: 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 38
  • 39. Planning for engagement. It’s important to align all efforts to guide consumers to be more and more engaged.© InSites Consulting Conversation readiness 39
  • 40. How? Via campaigns and programs. It isn’t so much about social media, it is about designing touchpoints for conversion. Current campaign Twitter Recruit- ment Mailing© InSites Consulting Conversation readiness 40
  • 41. Example? KLM’s whiteboard. KLM invited their Facebook fans to like a phot and promised to write their names. A small gimmick, but it works to engage consumers.© InSites Consulting Conversation readiness 41
  • 42. Turkcell created 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 or changed. Conversion from stumbling to folllowing / endorsing.© InSites Consulting Conversation readiness 42
  • 43. Example? Ben & Jerry’s and Unilever engage consumers in product development and marketing. In a closed research community, we make sure 150 consumers really make the© InSites Consulting difference. Conversation readiness 43
  • 44. Managing change. Implementing conversations and consumer connect isn’t easy. Use different change mechanisms to gradually change the organization.© InSites Consulting Conversation readiness 44
  • 45. Define projects that work and have impact. Build best practices, cases and things that actually work.© InSites Consulting Conversation readiness 45
  • 46. Building proof. Business cases to show that conversations work. Make sure pilot projects define clear goals.© InSites Consulting Conversation readiness 46
  • 47. Telenet launched a new product that wasn’t finished: Telenet Yelo, an application to watch tv anywhere. Instead of waiting for the product to be completely finished or selling something that didn’t work, they asked their customers to help to make the product better.© InSites Consulting Conversation readiness 47
  • 48. You can forget most of the things I told you today. But please, remember these 3 things.© InSites Consulting Conversation readiness 48
  • 49. But first: what were your 3 main learnings? What are the main take-aways? What will you act on? Yes, this is an interactive element, so you may answer my questions.© InSites Consulting Conversation readiness 49
  • 50. 1) Act human. Commit acts not ads. It isn’t about gimmicks or social media, it is about building upon the things you’re actually doing. Do things, don’t just say things.© InSites Consulting Conversation readiness 50
  • 51. 2) Structure efforts to engage consumers. It isn’t so much about social media, it is about designing touchpoints for conversion. Current campaign Twitter Recruit- ment Mailing© InSites Consulting Conversation readiness 51
  • 52. 3) Implement with impact. Build best practices, cases and things that actually work.© InSites Consulting Conversation readiness 52
  • 53. One more thing: don’t talk, act. Don’t wait for others. Contact Susan and Maikel to see how you can have an impact. And please, do so within 48 hours. Yes, this is an interactive element, so you may do something.© InSites Consulting Conversation readiness 53
  • 54. 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/ohra2011© InSites Consulting Conversation readiness 54