"From social gimmicks to social business. Storytelling in the social age." for PromaxBDA

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My talk at PromaxBDA's Connect3.0 events in Australia and New Zealand.

From Social Gimmicks to Social Business

Let’s face it: in almost 10 years of social media the industry hasn’t really changed much. Most broadcasters have a hard time really engaging audiences. Most companies rarely go beyond an occasional campaign or retweet-sweepstake. And it’s our own fault.

We failed to show real business impact, convince management, make employees really understand the new transparency and lay the foundation for more social companies.

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"From social gimmicks to social business. Storytelling in the social age." for PromaxBDA

  1. 1. Polle de Maagt @polledemaagt From social gimmicks to social business. Storytelling in the social age. @polledemaagt for PromaxBDA
  2. 2. Polle de Maagt @polledemaagt Sorry, I’m from mainland Europe. That means my perspective on New Zealand/Australian TV is rather limited. Neighbours & Steve Irwin & ... something with McLeod’s Daughters. Crocodile Dundee. Lord of the Rings.
  3. 3. 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.
  4. 4. Polle de Maagt @polledemaagt We are storytellers. Well ... you guys are. I’m just a geek with a babyface.
  5. 5. Polle de Maagt @polledemaagt Like the old proverb says ... Tell me and I’ll forget; Show me and I may remember; Involve me and I’ll understand.
  6. 6. Polle de Maagt @polledemaagt
  7. 7. Polle de Maagt @polledemaagt
  8. 8. Polle de Maagt @polledemaagt The challenge of managing expectations. Over-the-top-delivery Feeds negative conversations Over-delivery Feeds positive conversations Expectations level Delivery Set by pricing, brand, communications, No reason for conversations previous experience, hearsay Under-delivery Feeds negative conversations
  9. 9. Polle de Maagt @polledemaagt KLM Surprise
  10. 10. Polle de Maagt @polledemaagt Dude, where’s my suitcase?! The suitcase-principle: you can do all the cool social business stuff you want, but if you don’t get the basics straight, you’re lost.
  11. 11. Polle de Maagt @polledemaagt Storytelling in the social age. From social gimmicks to social business. Concepts worth sharing. Stuff worth engaging in. Stories that build our business. Don’t push, craft concepts that are Filling the gaps in between shows and Test. Measure. Map. And prove that the intrinsically worth sharing. engaging audiences on the long term. way you’re going is the right one. *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
  12. 12. Polle de Maagt @polledemaagt Constructing a shareable story. Don’t push. Create stuff worth sharing. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A concept worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  13. 13. Polle de Maagt @polledemaagt A cause worth joining A collective goal Something we can all relate to. Prove in acts, not ads Serious Request is a Dutch concept where 3 Belgian TV program ‘Basta’ took on the Kony2012 goes beyond a simple DJ’s are locked in a BigBrother-style glass bullies of our world: telecom operators, documentary and mobilizes people to join. house to collect money for charity. Over government institutions and banks. 20.000 activities are organised to collect Payback time! the money.
  14. 14. Polle de Maagt @polledemaagt Constructing a shareable story. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A concept worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  15. 15. Polle de Maagt @polledemaagt Create stuff worth sharing A reason to involve friends A reason to share What will be the tweet? Give a plausible reason to involve others. Cool, funny, something else? Imagine: what will be the tweet about your campaign?
  16. 16. Polle de Maagt @polledemaagt Constructing a shareable story. Grand prize A cause worth joining A purpose to believe in. Smart media A reason to start your own Facebook page. investments Celebrities A concept worth bugging your friends with Consisting of stuff worth sharing and a reason to engage your friends. A shareable construct Removing all hurdles, making it easy to share and embed.
  17. 17. Polle de Maagt @polledemaagt A shareable construct 2 1 3 Social objects A smooth flow Embeddable & Shareable Create stuff that ends up in blogposts. Make it simple. Make it easy to share.
  18. 18. Polle de Maagt @polledemaagt
  19. 19. Polle de Maagt @polledemaagt The Voice of infrastructure Smart content program Engaging Candidates / judges Converting Extra entities to play with Apps Advertising More complex Build reach functionalities Drive traffic Engaging apps Partner push Build engagement Behind the screens Extra entities to play with Show itself Stuff worth sharing Create stuff that leverages Only critique the ripple effect A buggy online video*Note: I didn’t work on this case. strategy
  20. 20. Polle de Maagt @polledemaagt Storytelling in the social age. Concepts worth sharing. Stuff worth engaging in. Stories that build our business. Don’t push, craft concepts that are Filling the gaps in between shows and Test. Measure. Map. And prove that the intrinsically worth sharing. engaging audiences on the long term. way you’re going is the right one. *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
  21. 21. Polle de Maagt @polledemaagt Facebook forces gradual engagement. A lot of campaigns are designed to collect Facebook likes. To be able to tap into the consumer news feed, however, a consumer has to have a recent interaction with a brand.
  22. 22. Polle de Maagt @polledemaagt Show itself ‘Social glue’
  23. 23. 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 contact likes a piece of content, collects it, with us offline. E.g. consumers reads curates it, retweets it, shares it and/or an article shared by a friend. evaluates a brand. E.g. 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 Following on adhoc or long term basis. E.g. consumer joins Telenet cocreation Drifting Consumer commits to the brand by community. Consumers aren’t engaging in any liking, subscribing, following or ‘fan’- way. E.g. consumer is just browsing ing the brand or leaving contact around online, doesn’t visit our details. E.g. consumer becomes a stores. facebook fan.
  24. 24. Polle de Maagt @polledemaagt Storytelling in the social age. Concepts worth sharing. Stuff worth engaging in. Stories that build our business. Don’t push, craft concepts that are Filling the gaps in between shows and Test. Measure. Map. And prove that the intrinsically worth sharing. engaging audiences on the long term. way you’re going is the right one. *Sorry for all these graphs. I have a background in marketing research and they just loooooove graphs and diagramms.
  25. 25. Polle de Maagt @polledemaagt Mapping return on social. Client-facing Accenture’s B2B lead generator. TNT Push to add drama Indirect Return Direct Return Meet & Seat KLM Web Relations Company-facing
  26. 26. Polle de Maagt @polledemaagt Amex
  27. 27. Polle de Maagt @polledemaagt Create momentum. 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
  28. 28. Polle de Maagt @polledemaagt Build the case you need to make. “Using social media can really “Social media gets us into contact “Social media makes mainstream touch people” with our main B2B clients” media horny” and “If that old guy can do it, we all can” The huge internal effect of KLM Surprise. A simple Slideshare experiment. *Sorry Daniel, it’s not personal.
  29. 29. Polle de Maagt @polledemaagt Please remember these 3 things. Constructing a shareable concept. Create momentum. Many ways to prove return. How can you make your concept worth Your success isn’t instant. Give your From indirect to direct and from client- engaging with on every level? organization the opportunity to learn, fail facing to company-facing. and test. Build the case you need to make.
  30. 30. 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.
  31. 31. Polle de Maagt @polledemaagt I hope you liked it. Let me know how you change your story. @polledemaagt / polle@polledemaagt.com / polledemaagt.com Download the presentation at http://polle.me/PolleforPromax (and please, give me a nice speaker rating)

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