"Whatever you do, do something worth sharing." for Fontys Hogescholen

Whatever you do,
do something
worth sharing.
Let’s stop talking and start doing. Start
doing stuff that actually makes a difference,
the shortcut to #worlddomination.
© InSites Consulting

Polle de Maagt (Insites Consulting) for Fontys

Conversation readiness 1

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. Change to a company that is
about consumers and driver
conversations.
Guess that makes me a change agent.


Last year, I worked at Boondoggle, a remarkable
advertising agency in Amsterdam and Leuven.
We created stuff worth sharing for Nike, KLM and a bunch of other brands. Because

they paid us to do so, but mostly because we loved it.


But … then I fell in love with a Flemish girl, Marieke.
And moved to Ghent.
Probably the smartest thing I ever did.


I joined InSites Consulting, an extremely boring
market research agency.


Well, at first sight.
We do everything to help companies to
connect with their consumers.
And that’s actually a cool route to
#worlddomination.

We help Ben & Jerry’s develop new
icecream flavors.
We help AXE to track what people are
saying about their product.
We help KLM to be the most consumer-
connected airliner in the world.
We do research on toe-nail-fungii (it’s gross,
but gotta love all those useless facts).

And we work for 250+ other brands.


So, I only have 20 minutes to tell you something interesting.
That’s why I will summarize my presentation upfront:
Whatever you do, do something worth sharing.


Fail often. Fail soon. But just DO something.


Over-the-top-delivery
Makes negative conversations

Over-delivery
Makes positive conversations

Expectation Delivery
Gives no reason to talk

Under-delivery
Makes negative conversations

Most companies are just full of crap.
There’s an advertising overload.
There’s a promise overload.
Instead of promising stuff, why aren’t they doing stuff?


Pemco stopped doing marketing and spends all their
money on customer service.
No fake promises anymore, just acts and service. At this moment, 94% of their

customer stays a customer.


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.


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 …


‘Wouldn’t it be awesome to turn all advertising space
on Times Square into art?’
That’s what Justus Bruns, a Dutch student thought. And instead of leaving it there, he
actually tried to make it happen. He gathered friends, started a website, collected
money, throwed parties … all to make a silly idea come true.


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.


People talk. A lot. Be sure you’re the thing they’re talking about.


Be conversation-worthy on
every level (sorry, the boring
Purpose
Be bigger than your brand / organization. part).
How will everything lead to something to talk
about?
Strategy
Have a consumer connect focus.

Tactics
Plan for touchpoints, people and content.

Execution
Create stuff worth sharing.


Ben & Jerry’s is more than just icecream.
With such an engaging purpose, people love to talk about Ben & Jerry’s. They go way
beyond icecream.


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.


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.


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.


You can forget most of the things I said. But please, remember this.


Be conversation-worthy on
every level (sorry, the boring part
Purpose
Be bigger than your brand / organization. again).

Strategy
Have a consumer connect focus.

Tactics
Plan for touchpoints, people and content.

Execution
Create stuff worth sharing.


You might not realize it, but this is the time to really
pursue #worlddomination.


I hope I was worth sharing.
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/fontysgent


"Whatever you do, do something worth sharing." for Fontys Hogescholen

"Whatever you do, do something worth sharing." for Fontys Hogescholen

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