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"A presentation about common sense." for Opera Forum London


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How to use conversations for cultural organisations, a presentation for the 2011 Opera Forum in London.

"A presentation about common sense." for Opera Forum London

  1. 1. A presentation about common sense. Or: how being an cultural organization makes you more conversation-worthy than most big brands.© InSites Consulting Polle de Maagt (@polledemaagt) for Opera Forum London Many thanks to Jourik Migom (@jourik) Conversation readiness 1
  2. 2. Hello. I am Polle de Maagt. I create impact through conversations at a pretty cool company called InSites Consulting. We work mostly because we’re committed to take research forward, but brands like Ben&Jerry’s, Nike, Heineken and Philips agreed to pay us for it.© InSites Consulting Conversation readiness 2
  3. 3. Never.Ever.Come to me with the excuse that it‟sdifficult for cultural organizations to domarketing or advertising and to makeuse of social media.
  4. 4. Diesel started doing musicals.Diesel Musical.
  5. 5. Red Bull creates city hotspots and art competitions.Red Bull started their „Rooms of Red Bull‟ and several photo and art competitions.
  6. 6. Heineken even used an opera in their viral movie.Heineken “Classical Concert” turned into an instant viral.
  7. 7. Chanel started mobile art.A great website by the way.
  8. 8. Some brands are really pretentious.Artists not armies.
  9. 9. “ Advertising is the fee for being unremarkable. “ Robert Stephens (GeekSquad)© InSites Consulting Conversation readiness 9
  10. 10. By essence, operas are remarkable experiences.Remarkable experiences drive conversations.
  11. 11. So, this presentation isn’t aboutadvertising, social media ormarketing, but about commonsense.About how my mother was always right.About how applying common sense takesyou halfway to success.
  12. 12. “ “Commit acts, not ads. Leo Burnett
  13. 13. It is about being a decent citizen.Technology makes it easier to put a spotlight on organizations that don‟t deliver oreven mislead. So be a decent citizen. Brands usually have difficulty to turn theircommercial intentions into credible acts.
  14. 14. It is about acting human.Extremely personal messages by Old Spice.
  15. 15. It is about creating happy customers.Even in a procedure-heavy company like Starbucks, there is room to put a smileon customer‟s faces.
  16. 16. Over-the-top-delivery Makes negative conversations Over-delivery Makes positive conversations Expectation Delivery Gives no reason to talk Under-delivery Makes negative conversationsIt is about managing expectations.Under-promise, over-deliver.
  17. 17. It is about managing expectations: under-delivery.And yes, people will talk.
  18. 18. (…)It is about managing expectations: delivery.If you just deliver, there‟s nothing to talk about.
  19. 19. It is about managing expectations: over-delivery.Penguin Books sends free books to influentials.
  20. 20. It is about managing expectations: over-the-top-delivery.Freitag claims every bag is waved goodbye by several employees. Great idea,great commitment, but over-delivering so much, people start to have doubts.Photo: linolo
  21. 21. It is about capitalizing on the stuff you’re already doing.Kay Mook gained the Antwerp Zoo 300K extra visitors and almost becameproduct of the year 2009. More at
  22. 22. … and that really isn’t about age.Internet usually has over 80% penetration.
  23. 23. What happened? Conversationshappened.
  24. 24. Ask yourself: what are your best customers?The ones that pay the most or share the most? Monetary value versus conversationvalue.
  25. 25. Although 80% of conversations are offline, onlineconversations have huge impact.Even these guys, a group of twitter and Facebook fanatics called „Young Scum‟have a regular offline meetup. More at
  26. 26. Conversations are an indicator of movie turnover.The more conversations, the more visitors.
  27. 27. Conversations are driven by exceeding expectations.Great example: the small acts of fun that were planned by Volkswagen to provethat putting a little fun in people‟s lives will change behavior.
  28. 28. You can actually plan for conversations.Adidas, Nike and other brands spend a lot of time adding memes and culturalreferences in their content, to make it more worth spreading.
  29. 29. Enough theory.Let‟s see how we can make this work.How can we use conversations to driveyour business?
  30. 30. You would typically want toachieve three things:1) Make it extremely easy to find you2) Make it extremely easy to talk about you3) Make it extremely easy to buy
  31. 31. The easier to talk about you, the easier to find you.Guess what opera is easiest to find in London?Create something that is conversation-worthy.
  32. 32. The smarter your online presence, the easier to find you.Being where people are.
  33. 33. The smarter your online presence, the easier to find you.Creating a smart platform.
  34. 34. The easier to share, the easier to find you.So, what happens when you offer free stickers to a crowd?
  35. 35. Activate your audience to recommend you.Every customer that leaves Florence‟s B&B Il Giglio d‟Oro is asked to leave arecommendation at Tripadvisor; it is now ranked #1 of 364 B&B‟s …
  36. 36. You would typically want toachieve three things:1) Make it extremely easy to find you2) Make it extremely easy to talk about you3) Make it extremely easy to buy
  37. 37. Observe Facilitate JoinThe three pillars of conversation management.
  38. 38. Observe: Learn what your consumers really want.This should be worrying: less and less interest in the “opera house” if we have alook at Google searches.
  39. 39. Facilitate: Helping people helps.Exceeding customer expectations builds loyalty (81% repeats, 63% recommends)and falling below customer expectations erodes loyalty (5%/71%).
  40. 40. Facilitate: Make it easy to experience in real life.Banksy‟s tour in Berlin.
  41. 41. Facilitate: Let people show how they feel.Damien Hirst‟s show in the Amsterdam Rijksmuseum invited people to tell theirstory
  42. 42. Facilitate: Let others make it better.Dutch Incubate festival let‟s people participate in their plans, strategies, guidelinesand site.
  43. 43. Facilitate: Create reach.What if you could just broadcast in cinema‟s or even online?
  44. 44. Facilitate: Create reach by 3D?What if you could just broadcast in cinema‟s or even online?
  45. 45. Facilitate: Do things that are worth sharing.Think how you can make your customers talk about you. KLM highlighted theirFacebook fans of the day on Facebook.
  46. 46. Facilitate: Look for stories within your organisation.Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize onthese stories and turn your employees in an army of ambassadors.
  47. 47. Facilitate: Give your customers something to talk about.Ambassadors just want to tell other, so help them! Choqoa support fans by givingthem chocolate bars and highlighting them in their newsletter.
  48. 48. Join: Everything your company does is communication.Products, packaging and customer service are more genuine than marketing. Soleverage that, like KLM did with their KLM Surprise campaign.
  49. 49. Join: Co-create your opera?Why not let consumers help to build a better opera?
  50. 50. Join: Co-fund your creative idea?Wouldn‟t it be great if we could turn Times Square into Art? That‟s the idea
  51. 51. You would typically want toachieve three things:1) Make it extremely easy to find you2) Make it extremely easy to talk about you3) Make it extremely easy to buy
  52. 52. Make sales easy and easy to share.Make it easy to subscribe of share your content via twitter, Facebook or othersocial buttons. Example:
  53. 53. Bring your sales where the customers are.Bring the sales where your clients are.
  54. 54. Leverage the power of social commerce.Groupon is one of the smart promotions platforms.
  55. 55. Create sales promotions that are worth sharing.The difference between “50% discounted” and “because we love you, we have anextremely interesting experience you HAVE to see”.
  56. 56. It’s really simple:Act human.Build upon the things you’realready doing.Think conversations.And on top of that: here‟s some structureto help you out.
  57. 57. Observe Facilitate JoinThe three pillars of conversation management.
  58. 58. Start with observing and listening.There are simple tools to observe what consumers are doing. Via,, or more advanced tools. But what about customer emails?
  59. 59. Facilitate.Ben & Jerry‟s crowdsources their marketing plan and icecream flavors via anonline platform with brand fans.Photo by jason.dsilva
  60. 60. Join.Helping helps. Exceeding customer expectations builds loyalty (81% repeats, 63%recommends) and falling below customer expectations erodes loyalty (5%/71%).
  61. 61. Use pilot projects to learn and change.Telenet launched a beta product to let consumer help them eventually create abetter product. Think in intrinsic, learning and change KPI‟s.
  62. 62. Be maniacal about measuring and tweaking.Measure views, clicks, but even more important: your return on investment.Extremely simple, but effective: the Net Promoter Score.
  63. 63. You can forget most of the thingsI said in this introduction.But please, remember these 3 things.
  64. 64. 1) Use common sense to drive conversations. Capitalize on the things you are already doing. Act human. Create happy customers.
  65. 65. 2) Conversations are driven by exceeding expectations. Do more than people expect.
  66. 66. 3) Use conversations to make it extremely easy to find you, extremely easy to talk about you and extremely easy to buy. Driven by conversations.
  67. 67. Half of being successful isshowing up.What will you be doing in the next 48hours to make this happen?
  68. 68. I hope I showed somecommon sense.If you liked it, please share mystory.Send me an email at polle@insites.euor find me on twitter at@polledemaagt.Find the presentation at