Travel 2011 : Polle de Maagt

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Travel 2011 : Polle de Maagt

  1. 1. Polle de Maagt @polledemaagtTaking travel from ads to acts. Let’s stop talking about social media. Let’s start doing stuff that matters.
  2. 2. 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 The reason to move to Gent The love of my life. What better reason is there?!more about acts, less about ads.
  3. 3. I try to change companies to be less about ads and more about acts.Through inspiration, strategy and coaching.
  4. 4. I work(ed) for companies likeI will mainly talk about them today. Sorry, I only have 30 minutes ...
  5. 5. And I write about it.Mostly to sharpen my own mind, sometimes to make myself completely ridiculous. www.polledemaagt.com @polledemaagt
  6. 6. This presentation is 100% Apple, eBay and Zappos-free. And I will only talk about stuff I either experienced or worked on myself.
  7. 7. I would like to talk about 3 things today.(Don’t worry, I made them tweet-size, so you can share them via the backchannel).
  8. 8. “Marketing is way too important to leave it up to the marketing department. Steven van Belleghem. “ “ Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
  9. 9. “Create acts, not ads. Leo Burnett. “
  10. 10. Over the last 8 years ... ... I have been a 30K 9,1% was not delayed or customer. cancelledOver my last 11 itineraries.
  11. 11. The growing challenge of managing expectations.It’s pretty basic: do more than people expect to stimulate word of mouth. However, be carefulnot to over-exceed expectations, that actually creates negative conversations.And it sets a new normal ...
  12. 12. “Marketing is way too important to leave it up to the marketing department. Steven van Belleghem. “
  13. 13. A small experiment in happiness. “Do something with Foursquare”, that was the briefing for a pretty remarkable experiment. Over the course of 6 weeks, we surprised KLM passengers based on their social media profiles. To see how happiness spreads. And it did. Something to prove KLM wanted to prove they recognize the person behind every passenger. More? I will talk you through that later :) Foursquare Every time a passenger toldKLM via twitter or Foursquare that he/she was at Schiphol airport, we tried to surprise him/her in a most personal way. Results? Over 1.000.000 impressions on twitter alone. And a Cannes Lions Award for PR.
  14. 14. Honestly. Cool or freaky?
  15. 15. The most important thing: it created momentum.Key in integrating social media is to build a ripple effect of small successful projects. It givespeople in the organization time to adapt and learn. It give you time to build business cases and buildsupport.Define goals with intrinsic, learning and change management KPIs.
  16. 16. Polle de Maagt @polledemaagt Instruments of change. People don’t change overnight. Nor do companies. Use a set of tools. Unused potential of Workshops, training and Guidelines & Smart projects. your employees. coaching. Best Practices. What people already support Knowledge, training and People need both negative and Small, manageable project withWHAT our cause? Who can help us structural coaching. positive stimuli. Guidelines to clearly defined scopes and goals spread the word? Build best set the boundaries, best that help the organization learn, practices? Excite others? practices to get inspired and change and set next steps. excited. Scanning the organization for Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on key opinion leaders, evangelists workshop and knowledge media guidelines and feasibility versus impact.BY and advocates. sessions with different procedures. Defining clear KPI’s in terms of departments. Defining clear roads ahead by intrinsic goals, learning goals sharing best practices. and change management goals.EXAMPLES Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, Spearhead employees to test new Camp with thought leaders, etc. workshops, content brainstorms, branchemarking initiatives, etc. tools, A/B testing channels, etc. internal conferences, etc.
  17. 17. Polle de Maagt @polledemaagt Smart projects and their language. Define a range of small, manageable projects with clear project goals, KPIs and roadmaps. The small projects will force you to take baby steps every day, will help to engage more internal people, will help you develop internal learnings and best practices and a track record of successful mini projects. All to fuel momentum. Define projects Define key challenges and chopthem up into manageable projects. Projects that test hypothesizes,show progress, make you learn and fuel momentum in other ways. More on KPIs Clear aim See next slide for more Define a clear aim that describes on defining the different the main purpose of the project. KPIs. Roadmap Sketch a progessive roadmap with main todos and milestones.
  18. 18. Polle de Maagt @polledemaagt Project KPIs. To change a company, define manageable projects with clear KPIs. Intrinsic, learning and change management KPIs. This, to challenge yourself to make the projects impactful in learning and change management, but also to be able to make a project successful on several axes. Intrinsic KPIs Your ‘normal’ set of KPIs that are easy to measure. E.g. grow 50% in number of followers. INTRINSIC LEARNING CHANGE MANAGEMENT Learning KPIs Change management KPIs What can we learn from these How will this project help change the projects? E.g. learn which content organization E.g. convince manager X works best to convert people to that LinkedIn is as converting as twitter, fans or followers. gather a spearhead group of 50 internal enthousiasts.
  19. 19. “If you can’t prove your return, you should be fired. (Yes, you can quote me on that). “
  20. 20. “Create stuff worth sharing. Tom de Bruyne. “
  21. 21. Unused potentialCute animals get born from time to time.Employees were video amateurs. Kai Mook Isn’t she cute? Capitalize on unused potential. Results? Over 600.000 people watched the birth. Live. Over 33% moreA story worth sharing visitors. Nominated as product ofWouldn’t it be great if every the year. Belgian felt a bit pregnant too? *Ok ok ... I did NOT work on this case. My former colleagues did. And it’s a local SMB case. So cut me some slack :)
  22. 22. Warning: this part is a bit theoretical.
  23. 23. Facebook forcesgradual engagement.A lot of campaigns are designed tocollect Facebook likes. To be able to tapinto the consumer news feed, however,a consumer has to have a recentinteraction with a brand.
  24. 24. Twitter forces gradual engagement.The average tweet lives 90 minutes. Especially with international-oriented accounts, you should develop a 24-hour content strategy.
  25. 25. Polle de Maagt @polledemaagt The concept of gradual engagement. Consumers have both monetary and conversation value. Instead of bombarding them with messages, only targeting them in campaign season or approaching them as cash cows, engage them. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into likes a piece of content, collects it, contact with us offline. E.g. curates it, retweets it, shares it consumers reads an article shared and/or evaluates a brand. E.g. by a friend. consumer ranks a hotel on Tripadvisor. Contributing Consumer collaborates with a brand on adhoc or long term basis. Following E.g. consumer joins Telenet Drifting Consumer commits to the brand by cocreation community. Consumers aren’t engaging in any liking, subscribing, following or way. E.g. consumer is just browsing ‘fan’-ing the brand or leaving around online, doesn’t visit our contact details. E.g. consumer stores. becomes a facebook fan.
  26. 26. Polle de Maagt @polledemaagt Campaigns versus programs in engagement. Campaigns have high reach and big impact, but are limited in time. Programs are continuous efforts to gradually engage consumers. Stumbling Endorsing Consumer stumbled upon online Consumer tells others. Consumer brand content or comes into likes a piece of content, collects it, contact with us offline. E.g. curates it, retweets it, shares it consumers reads an article shared and/or evaluates a brand. E.g. by a friend. consumer ranks a hotel on Tripadvisor. Adwords Activate to convert to share Spotlight on ambassadors Select for Bannering community for likes Fill the funnel Contributing Consumer collaborates with a brand on adhoc or long term basis. Following E.g. consumer joins Telenet Drifting Consumer commits to the brand by cocreation community. Consumers aren’t engaging in any liking, subscribing, following or way. E.g. consumer is just browsing ‘fan’-ing the brand or leaving around online, doesn’t visit our contact details. E.g. consumer stores. becomes a facebook fan.
  27. 27. ] It works beats “it would be cool if” every day. Just make sure it does the job.Maybe the best social media campaign ever.
  28. 28. You can forget most of the things I said today. But please, remember 3 things.
  29. 29. “Marketing is way too important to leave it up to the marketing department. Steven van Belleghem. “ “ Create acts, not ads. Leo Burnett. “ “Create stuff worth sharing. Tom de Bruyne. “
  30. 30. 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.
  31. 31. Let me know what you did.
  32. 32. Thanks for your time. Download the presentation at polle.me/travelmedia2011or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com) http://polle.me/travelmedia2011

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