"What do you want your consumers to tell about you?" for Vrijetijdshuis Brabant

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"What do you want your consumers to tell about you?" for Vrijetijdshuis Brabant

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Presentation on branding in the conversation age: how to create stuff worth sharing and leverage social media and other technology to build brands.

Presentation on branding in the conversation age: how to create stuff worth sharing and leverage social media and other technology to build brands.

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  • 1. The most important question: What do you want your consumers to tell about you? Using technology to create stuff worth sharing.© InSites Consulting Polle de Maagt for Vrijetijdshuis Brabant Conversation readiness 1
  • 2. Hello. I am Polle de Maagt.I create impact throughconversations at a pretty coolcompany called InSites Consulting.We work mostly because we’recommitted to take researchforward, but brands likeBen&Jerry’s, Telenet, Danone andPhilips agreed to pay us for it.
  • 3. Managing expectations …I only have 25 minutes. Don’t expect me to do magic. Formagic (or more on conversation management and stuffworth sharing), send me an email at polle@insites.eu.
  • 4. The power of social media.Social media (and internet in general)have been amazing.We have some of the coolest things everbe built on top of this technology.
  • 5. KLM commits random acts of kindnessKLM surprised random passengers in their effort to discover how happinessspreads. More at http://polle.me/gJhpSI
  • 6. Kay Mook earned the Antwerp Zoo 300K extra visitors“What if every Belgian felt a bit pregnant too” was the start of a campaign thatalmost made her product of the year 2009. More at http://polle.me/ccjSNL
  • 7. Ben&Jerry’s crowdsources their new icecream flavors.Via an online platform with brand fans. More at http://polle.me/ISC-BJPhoto by jason.dsilva
  • 8. To summarize,it has never been easier to1. to connect with other consumers2. to fan or hate brands or organizations3. to find everything about anything
  • 9. This is a radical change and asksfor radical changes in the waybrands and organizationscommunicate.But don’t be misled by the technologywitchcraft here.
  • 10. 1) 90% of conversations is done offline.Even these guys, the Belgian club of Young Online advertising Planners have aregular offline meetup. More at http://polle.me/i291Xz
  • 11. 2) Social media is just a part of the consumer journey.Traditional advertising still works, past experience is really important and realinteractions are the dealmakers/dealbreakers.
  • 12. 3) Stories travel through different (social media) channels.Nike launched a local store in Amsterdam, but capitalized on it via Facebook andTwitter. Even better, users started using Hyves to spread the word.
  • 13. 4) Part of conversations is owned, rest is paid or earned.Strangers, customers and fans. Paid, owned and earned. Only part of theinteractions are taking place on your own website.
  • 14. 100.000+5) There will always be new technologies, stories stick.Brabant is just full of stories. Don’t get distracted by technologies, focus on thestories and make them easy to spread.
  • 15. So, for your brand ororganization to make use of this,consider these 10 easy tips.
  • 16. 1) Start with observing and listening.There are simple tools to observe what consumers are doing. Viasearch.twitter.com or more advanced tools. But what about customer emails?
  • 17. 2) What do you want your consumers to tell about you?Is it about how cool your advertising was? Do you want them to talk aboutdeals? Or is it about something else?
  • 18. 3) Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).
  • 19. 4) Act remarkable, don’t talk remarkable.Every company has it’s stories and ambassadors, like Nike’s Ekins. This is beyondadvertising. More at http://polle.me/gSMxcX
  • 20. 5) Think customer retention, not customer acquisition.It is really expensive to attract new customers. Keep your current customers andtry to help them spread the word. Think in life time conversation value.
  • 21. 6) Give your ambassadors the tools to promote you.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
  • 22. 7) Create stuff worth sharing.KLM created dozens of stories worth sharing with their KLM Surprise campaign.
  • 23. 8) Facilitate sharing.Make it easy to subscribe of share your content via twitter, Facebook or othersocial buttons. Example: http://polle.me/ij19j4
  • 24. 9) Have a plan. For reach and impact.Schedule, integrate and build upon efforts.
  • 25. 10) Measure.Measure views, clicks, but even more important: your return on investment.Extremely simple, but effective: the Net Promoter Score.
  • 26. You can forget most of the sillythings I said today.But please, remember these 3 things.
  • 27. 1) Internet and social media technology helped created a huge conversation network, where consumers out-converse brands online and offline. Learn to let go.
  • 28. 2) For a brand to engage in this conversation network, you have to act remarkable, create stuff worth sharing. Don’t plan only for life time money value, but for life time conversation value.
  • 29. 3) To leverage the power of conversations, you have to observe, facilitate and join the conversation. Start monitoring, start with pilots and learn while doing.
  • 30. Read the manual.Seriously.Read it.
  • 31. I hope I was worth sharing.Send me an email atpolle@insites.eu so I can help youremind of the 48 hours.Find the presentation athttp://polle.me/BRBNT