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“A plea for geeks and fails in public services” for Brussels Regional Informatics Center

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“A plea for geeks and fails in public services” for Brussels Regional Informatics Center

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“A plea for geeks and fails in public services” for Brussels Regional Informatics Center

  1. 1. Polle de Maagt @polledemaagt A plea for geeks and fails in public services. Would this work? Would this make a How technology and some psychology can difference in their tips? help us to help people better. - a presentation for Brussels Regional Informatics Center Conférence Annuelle/Jaarlijkse Conferentie 2011-
  2. 2. 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. The reason to move to Gent The love of my life. What better Changing companies to be reason is there?! more about acts, less about ads.
  3. 3. Polle de Maagt @polledemaagt I try to change companies and the government to be less about ads and more about acts. Through inspiration, strategy and coaching.
  4. 4. Polle de Maagt @polledemaagt I work(ed) for companies like
  5. 5. Polle de Maagt @polledemaagt I would like to talk about 3 things today. (Don’t worry, I made them tweet-size, so you can easily remember them).
  6. 6. Polle de Maagt @polledemaagt Be maniacal in managing expectations. “ Create acts, not ads. Leo Burnett. “ Fail. Create momentum.
  7. 7. Polle de Maagt @polledemaagt 1 Be maniacal in managing expectations.
  8. 8. Polle de Maagt @polledemaagt I am an illegal immigrant.
  9. 9. Polle de Maagt @polledemaagt Over the last 8 years ... ... I have been a 30K customer. 9,1 % was not delayed or cancelled Over my last 11 itineraries.
  10. 10. Polle de Maagt @polledemaagt The growing challenge of managing expectations. It’s pretty basic: do more than people expect to stimulate word of mouth. However, be careful not to over-exceed expectations, that actually creates negative conversations. And it sets a new normal ...
  11. 11. Polle de Maagt @polledemaagt Beyond the standard support mails. Zappos does an amazing job in making technology invisible and really understanding consumers. Whenever you answer ‘thank you’ to a standard support mail, they will send you a personal message back, instead of an autoreply.
  12. 12. Polle de Maagt @polledemaagt 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 :) FoursquareEvery time a passenger told KLM 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.
  13. 13. Polle de Maagt @polledemaagt
  14. 14. Polle de Maagt @polledemaagt Honestly. Cool or freaky?
  15. 15. Polle de Maagt @polledemaagt A cost-efficiency experiment. How can we prove digital works? By showing our webcare department is more efficient than our regular call center. Actually ... a whopping 50-75%. A 365/7/24 team in 6 languagesReady to help clients all over the world. A weekly report For all managers. 50-75% And we’re not even counting the social media ripple effect.
  16. 16. Polle de Maagt @polledemaagt 2 “ Create acts, not ads. Leo Burnett. “
  17. 17. Polle de Maagt @polledemaagt Would this work? Would this make a difference in their tips? For me, it all started with this bill. Yep. I should treat my nails better.
  18. 18. Polle de Maagt @polledemaagt Running other routes Not the same round every day, but a route worth running. Running further To run a decent figure, people needed to run further than they were used to. Nike changed the way people run. A club worth joining Connected 24/7/365. Results? Over 40.000 connected runners, behavior change amongst runners. SpinAwards and Webby Award.
  19. 19. Polle de Maagt @polledemaagt
  20. 20. Polle de Maagt @polledemaagt
  21. 21. Polle de Maagt @polledemaagt Wouldn’t it be awesome ... ... to turn all advertising space on Times Square into art? That’s the idea of TimesSquare to ArtSquare #TS2AS. Justus Bruns Actually, he grew up in Belgium. Yes you can. When you have a great idea, you get away with ugly jackets. Remember that.
  22. 22. Polle de Maagt @polledemaagt 3 Fail. Create momentum.
  23. 23. Polle de Maagt @polledemaagt Daniel Termont. A genuinely awesome guy. He personally answers all emails he gets. Approximately 250 a day. Challenging Gent’s mayor.
  24. 24. Polle de Maagt @polledemaagt Unused potential Cute 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% more visitors. A story worth sharing Nominated as product of the year. Wouldn’t it be great if every Belgian felt a bit pregnant too?
  25. 25. Polle de Maagt @polledemaagt Instruments of change. People don’t change overnight. Nor do companies. Use a set of tools. 1 2 3 4 Unused potential of your Workshops, training and Guidelines & Smart projects. employees. coaching. Best Practices. Small, manageable project withWHAT What people already support our Knowledge, training and People need both negative and cause? Who can help us spread structural coaching. positive stimuli. Guidelines to set clearly defined scopes and goals the word? Build best practices? the boundaries, best practices to that help the organization learn, Excite others? get inspired and excited. change and set next steps. Scanning the organization for key Tailored inspiration, strategy, Clear boundaries with social Deciding on priorities based on opinion leaders, evangelists and workshop and knowledge media guidelines and procedures. feasibility versus impact.BY advocates. sessions with different Defining clear roads ahead by Defining clear KPI’s in terms of departments. sharing best practices. intrinsic goals, learning goals and change management goals.EXAMPLES Advocacy programs, Open Coffee / Bar Weekly tactical meeting, inspiration Social media guidelines, branchemarking Spearhead employees to test new tools, Camp with thought leaders, etc. workshops, content brainstorms, initiatives, etc. A/B testing channels, etc. internal conferences, etc.
  26. 26. 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 that works best to convert people to fans LinkedIn is as converting as twitter, or followers. gather a spearhead group of 50 internal enthousiasts.
  27. 27. Polle de Maagt @polledemaagt ] 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. Polle de Maagt @polledemaagt You can forget most of the things I said today. But please, remember 3 things.
  29. 29. Polle de Maagt @polledemaagt Be maniacal in managing expectations. “ Create acts, not ads. Leo Burnett. “ Fail. Create momentum.
  30. 30. Polle de Maagt @polledemaagt 48 Help me change the government. 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. Polle de Maagt @polledemaagt I try to change companies to be less about ads and more about acts. Through inspiration, strategy and coaching.
  32. 32. Polle de Maagt @polledemaagt Thanks for your time. Download the presentation at polle.me/geeksforcibg or contact me via twitter (@polledemaagt) or email (polle@polledemaagt.com) http://polle.me/geeksforcibg

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