"Why we keep failing in really implementing social media." for #Marcom12

Polle de Maagt @polledemaagt Why we keep failing in really implementing social media. @polledemaagt for #Marcom12

Polle de Maagt @polledemaagt Yep. I know I look like 18. But I’m actually 29. Most old people tell me I will be happy with them when I’m 50. I doubt that. I sooooo love Blackberry ... ... but recently switched to iPhone (it’s not you, it’s me). Polle de Maagt. Changing companies to be more about acts, less about ads. The reason to move to Gent The love of my life. What better reason is there?!

Polle de Maagt @polledemaagt I try to change companies to be less about ads and more about acts. Now Previously

Polle de Maagt @polledemaagt Sorry, I only have 25 minutes. So, let’s get to business.

Polle de Maagt @polledemaagt Let’s talk social media. The first articles on social media emerged in 2003*. Honestly, what changed since then? * I published my first article in spring 2006 on Marketingfacts.nl called “Hyves for marketeers”.

Polle de Maagt @polledemaagt Social media discussion is dominated by recycling. A lack of great cases. Discussion is dominated by social The true experts stay hidden. media watchers. What is your favorite social media case? A tribute to people like Jan van der Aa, Really? Was it converting? What part of Most presentations are about the cases Gert Wim ter Haar, Thije Nobbe, Rogier the success is because of a sick media other people did. And that is good, but we Reker, Robert Lommers and the others budget? need more real cases and less meta that do all the work behind the screens. discussions. *You will love Steven’s book by the way. And get his new one, The Conversation Company.

Polle de Maagt @polledemaagt Social merely scratches the surface. Advertising Build reach Drive traffic Core Apps processes More complex functionalities Web relations Actually helping people. FB connect sites E.g. Meet & Seat Actually making money. Staff/marketing Cocreation Different levels of Campaigns cooperation with customers. Drive traffic Give engagement boost The social media geeks.

Polle de Maagt @polledemaagt But, above all ...

Polle de Maagt @polledemaagt

Polle de Maagt @polledemaagt So, now what?! *I tried to use only my own projects.

Polle de Maagt @polledemaagt 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

Polle de Maagt @polledemaagt Vectors and ripples. Try what works best. Test different versions. Launch in beta. Give your organization the opportunity to learn. Expert Conversion Metrics & Intermediate Sensibilisation Reporting Novice Start

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?

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

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.

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

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

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

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

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

Polle de Maagt @polledemaagt You can forget most things I told you. But please remember this ...

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

Polle de Maagt @polledemaagt 48 Help me change companies. Act yourself. Every little act is a step closer to leveraging unused potential. Every act is a little less ads. Do something in the next 48 hours that actually makes your company or your clients more customer connected.

Polle de Maagt @polledemaagt Let me know how you change your company. @polledemaagt / polle@polledemaagt.com / polledemaagt.com Download the presentation at http://polle.me/polleformarcom12 (and please, give me a nice speaker rating)

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"Why we keep failing in really implementing social media." for #Marcom12

by Polle de Maagt on Jun 11, 2012

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"Why we keep failing in really implementing social media." for #Marcom12 Presentation Transcript